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 start selling personal grooming products like shaving butter, hair products, butt wipes.
The company use 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
Marketing concept refers to the philosophy where the company needs to analyse the wants and needs of the consumers and to take decisions on customer satisfaction. It is better rather than competing with the others.
To discuss: The way Company DS marketing mix differs from the retail competitors like brand G.
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Chapter 1 Solutions
Bundle: Marketing 2018, Loose-Leaf Version, 19th + MindTap Marketing, 1 term (6 months) Printed Access Card
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