Consumer Behaviour and Marketing Channels & Strategies - Case Study - Marketing Assignment Help

Assignment Task -                 

This assignment consists of two tasks. For Task 1, learners are asked to prepare a report based on the given case study scenario of Dollar Shave Club. For task 2, learners are requested to make an oral presentation (the details of which are provided along with Task 2 below). The oral presentations for Task 2 will be marked and returned to the learners during the last session of this module. While making the final submission of this assignment, learners are requested to attach the mark sheet of Task 2 along with the answers for Task 1.

Task 1 Scenario 

DOLLAR SHAVE CLUB

Source: - “What happens when a business built on simplicity gets complicated? Dollar Shave Club’s founder Michael Dubin found out”

When Michael Dubin and Mark Levine founded Dollar Shave Club in 2011, their vision was pure and simple: For as little as $1 a month, customers could get high-quality razors delivered right to their door. DSC’s mantra — “Stop paying for shave tech you don’t need” — took a direct shot at the pricey name-brand razors sold in retail stores.

Their back-to-basics approach worked. Some of the biggest names in the venture world, including Kleiner Perkins Caufield & Byers and Andreessen Horowitz, bet big on their vision, providing more than $1 million in a Series A round for the blade subscription service.

“I knew the business was a good idea, because I myself had experienced the problem of razors being overpriced and the shopping experience being incredibly frustrating, and I knew if I had the problem, then other people probably had the same problem as well,” said Dubin, who is also the company’s CEO.

The secrets behind DSC’s success

It was Dubin’s humor and marketing instincts that initially put his business on the map. On March 6, 2012, his legendary launch video, “Our Blades are F***ing Great!” — which he wrote and starred in — went viral, crashing the site and bringing in more than 12,000 customers within the first 72 hours. Within three months the video had more than 4.5 million views. (Today DSC’s launch video is still getting hits — at press time it had been viewed.

“I don’t think you ever really think you have something,” said Dubin. “I knew the script was good enough and that it communicated what our business was about. But I didn’t think it was going to be a home-run viral sensation.”

Dollar Shave quickly began expanding their line, shifting from just razors to a range of shaving prep, haircare, skincare, and oral-care products. In November 2018 they rolled out a new fragrance line, called Blueprint. In all, DSC offers more than three dozen products in six categories.

You’ve been hired as a Consumer Behaviour and Marketing Consultant by Dollar Shave Club to help prepare a report on their innovative campaign for securing further funding and investment for their marketing initiatives. Your report should answer all the questions given below, the report should have a minimum of 5000 words and you are expected to make use of a wide variety of credible sources (for example journal publications, articles, videos, conference proceedings, etc.) to write the report.

1. Executive Summary: You should be able to summarize your entire report briefly (hopefully on no more than one page of the A4 paper). [5 Marks]

2. Provide some background information on Dollar Shave Club and their innovative marketing campaigns. You should also introduce the aspects of Consumer Behaviour and the psychology of marketing. 

3. With the support of relevant academic literature, analyse how consumer motivations and the consumer decision-making process helps Dollar Shave Club increase their chances of marketing success?  By doing so, you should clearly describe Consumer Behaviour's role in marketing strategies and the cognitive processes involved in consumer decision making.

Using credible information and research, examine how the aspect of segmentation helps inform the marketing strategies at Dollar Shave Club? While doing so, you should clearly describe the various types of Market segmentation strategies employed by contemporary organizations such as Dollar Shave Club and examine how Dollar Shave Club meets the needs, wants and demands of the consumers through segmentation.

Task 2 – Oral presentation 

Suggested reading source: Peter, J.P., Olson, J.C. and Grunert, K.G., 1999. Consumer behavior and marketing strategy (pp. 329-48). London: McGraw-Hill.  – latest edition 2010

According to Peter and Olson (2010), there are three elements for Consumer analysis:- Consumer affect and cognition, Consumer Behaviour and Consumer environment. Each element is critical for developing a complete understanding of consumers and selecting strategies to influence them. 

Learners are asked to make a short oral presentation on the three elements of Consumer analysis by taking the “DOLLAR SHAVE CLUB” as a case study. Guidelines for the presentation are as follows:-

1. In the context of Dollar Shave Club, learners should clearly establish the relationship between three elements of consumer analysis and should be able to establish how these three elements help Dollar Shave Club develop effective marketing strategies

2. Learners are requested to use PowerPoint presentations (Maximum of 10 slides) to make the presentation.

3. The presentation will be delivered via the LMS and thee-lecta portal(the admin team will help you set up the delivery in the system)

4. The presentation date will ideally fall on the last session for the module, the exact date will be informed in advance by the faculty.

5. There is no specific structure as such for the presentation, any structure can be followed and the learners are encouraged to be creative at the same time to make the presentation academically relevant.

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