Concept explainers
Case summary:
Company DS main aim was to solve the customers problems mainly men. They found it difficult to buy multiple brand name blades every month. So they developed a subscription based service in city C. The consumers who became the members of Company DC will mail the razor blades at $60 every month.
The company’s founder Person M came up with the strong marketing mix which consists of product, place, price and promotion. They had three types of razors pricing at $1, $66, and $9. The razors will be delivered through mail every month. The company was a customer focused organization, then successfully started selling personal grooming products like shaving butter, hair products, butt wipes.
The company used to post videos in Media Y and attracts more customers. The competition of the company leads to more companies to enter the market. This made a fall for company DS. But Company DS crossed all the challenges and the customer focus, marketing mix and values turned Company DS to be a multimillion dollar brand in short span.
Characters in the case:
- Company DS
- Person M
To discuss: The way the market orientation of Company DS contributed to the rapid growth
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Chapter 1 Solutions
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