Project for UC Berkeley Consumer Behavior class.

1. UC Berkeley Extention – Consumer Behavior
Professor Kathy Klotz-Guest
Gabriel Dillon
Lisandra Maioli
Pamela Tanzillo
Sutheerawan (TJ)
March 25, 2013

3. “Men,
at
first,
offer
a
bigger
target
to
tell
our
ini3al
story.”
§ Subscrip)on
razor
blade
delivery
service
(launched
in
July,
2011)
§ 12
K
subscrip9ons
in
2
days
§ Social
Media
(Facebook,
Twi?er,
Google+)
§ DSC
characteris9cs:
ü Irreverence
ü Prac)cally
ü thri:
ü simplicity
§ Targe)ng
its
product
primarily
at
men

5. Dollar
Shave
Club
offers
3
types
of
razors,
the
cheapest
being
the
most
adver9sed:
“for
a
dollar
a
month
we
send
high
quality
razors
right
to
your
door”
“Stop
paying
for
shaved
tech
you
don’t
need.
And
stop
forgeDng
to
buy
your
blades
every
month”.

7. G+
Twitter
Facebook

11. But DSC already has woman as
consumers, they already like DSC…

19. Sites and weblogs also see
women as a target:
Oh,
I
forgot
to
men3on
that
the
actual
shaving
experience
was
a
delight
as
well.
Women,
be
warned
though.
My
wife
tried
out
one
of
the
4X
blades
and
did
not
enjoy
the
experience...if
only
Dollar
Shave
Club
offered
a
female
version!
Blog
Illusions
of
Grandeur
Let’s
just
sit
back
and
wait
for
the
inevitable
lady
version
of
this
adorable
The
key
to
a
good
shave,
he
pitches,
marke3ng
gimmick
to
come
out.
Or
is
a
clean,
fresh
blade.
And
lowering
maybe
women
will
just
con@nue
the
price
is
the
key
way
to
get
men
stealing
the
menfolk’s
razors
in
the
(and,
eventually,
women),
to
shower
anyway.
change
out
their
blades
more
Consumerist
frequently.
C|net

20. “While
the
Dollar
Shave
Club
now
only
caters
to
men,
there
has
been
talk
about
the
possibility
of
expanding
their
business
model
for
a
women’s
line
of
razors.
In
fact,
the
razors
that
they
currently
offer
have
suited
some
women
just
fine,
as
there
have
been
numerous
reports
of
female
Dollar
Shave
Club
subscribers.
Expanding
the
Dollar
Shave
Club
to
cater
specifically
to
women
seems
like
the
logical
next
step.”
It’s
simply
a
business
where
the
founder
Michael
Dubin
looked
at
an
Get
Your
Financial
Solu)ons
industry
and
said
he
wanted
to
help
men
have
fun
with
shopping
online,
because,
“Women
have
all
the
fun
“They
don't
have
female
[shopping
online]
with
fashion,
shoes,
specific
ones,
but
my
girlfriend
and
accessories.”
uses
the
6
blade
ones
and
she
MediaHunter
says
they're
beTer
then
the
girl
razors
out
there...”
My
Own
Private
Idaho

21. Dollar Shave Club Review -
FROM FEMALE CUSTOMER
h?p://www.youtube.com/watch?v=ibB-­‐70hpzck

23. Women represent the majority of the
online market
Digital
Divas
By
The
Numbers
•
22%
shop
online
at
least
once
a
day
•
92%
pass
along
informa9on
about
deals
or
finds
to
others
•
171:
average
number
of
contacts
in
their
e-­‐mail
or
mobile
lists
•
76%
want
to
be
part
of
a
special
or
select
panel
•
58%
would
toss
a
TV
if
they
had
to
get
rid
of
one
digital
device
(only
11%
would
ditch
their
laptops)
Source:
Mindshare/Ogilvy
&
Mather
h?p://www.she-­‐conomy.com/facts-­‐on-­‐women
•
51%
are
moms

24. “Women
tend
to
do
a
great
deal
of
preliminary
research
online
before
stepping
into
a
store,
and
if
a
retailer’s
Web
site
indus
insitry
provides
helpful
informa@on
geared
to
PICBIZ
problem
solving,
it
will
help
that
retailer
become
part
of
her
trusted
circle
as
well
as
The Wo
men’s M
ght
Reachi arket
the Femng and Retain
guide
her
to
that
store’s
front
door”
ale Con in
sumer g
The R
ig
Bene ht Approac
fits Ac
ross th h to Wome
By La e Boa n Cus
ura O rd tome
Editor’
les rs Can R
occasion
s Note:
Th
al series is is our secon
eap
market d
in digita examining the installment in
l imaging emerging an
M
. women’
s
en and
wo
ways tha men are dif
n can ferent
how the be coun in more
is that y shop ted, inc
effectiv and wh luding
does no ely mark y. The go
t mean eting to od news
sion of a comp and ser
men. In any ving
gy that fact, a ma must do so at women
is desig rketing the exclu
ned an -
“Women
do
more
peer
and
expert
sumer
is one tha to properly ser d service strate
both ge t will rai ve -
nders. se the ba the female co
There r in satisf n-
are some action for
and tec misconc
hnology, eptions
recommenda3ons
than
men
when
beliefs and bu about
can cost ying int women
dissolve a retail o these
their rep er subs antiqua
Enron tantial ted
retireme eat customer revenue
s and
For exam nt acco base fas
ple, wh unt. ter tha
n an
narrowing
down
the
field
ques3ons.
ence tar ile men
geted in are mo
purchase marketi st often
s, wome ng for co the audi-
of the n now nsumer
$55 bil accoun electron
lion sp t for ov
accord
ing to ent last er 50 pe ics
year on rce
the CE CE prod nt
She’s
going
to
get
into
the
fine
Associa A (C
tion)
“early ad . A third of wo onsumer El ucts,
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or “prim female respond this ye e surve ut ager an
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w that
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rself un
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decesso
rs. cameras is also cal but
that the
the fact
that wo
is issue
may ha
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outsell make the
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ques@ons
and
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than
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can relate much of
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past tec searching for
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ent me t mired ital
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• D ec em
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04

25. “Social
retail,
especially
since
it
combines
two
ac3vi3es
that
are
already
firmly
in
the
mainstream
of
women’s
Web
ac3vity,
may
be
the
next
fron3er
in
this
evolu3on.
Social
networking
is
also
emerging
as
a
key
driver
for
women
in
the
mobile
sphere”

26. “Women
drive
a
dispropor@onate
amount
of
on
line
spending.
In
the
U.S.
market,
women
make
up
just
under
half
of
the
Internet
popula3on
but
generate
58
percent
of
e-­‐commerce
dollars.”

30. Demographics
“
I
like
to
be
connected
with
others”
(73%)
”
I
have
my
Facebook
profile”
(78%)

31. General information about
Woman Shaving
• Most
of
the
adver9sements
show
summer
scenario.
It
is
true
that
women
shave
more
frequently
during
the
summer,
but
they
also
shave
during
the
rest
of
the
year
• 46%
of
women
used
male-­‐centric
products
for
their
shaving
needs
with
the
expecta9on
that
they
are
more
effec9ve
than
female-­‐dedicated
razors
• Women
have
18
)mes
more
surface
area
to
shave
than
men
has
• Grooming
products
targe)ng
women
are
o:en
more
expensive
than
the
comparable
product
targe9ng
men
• Women
also
want
to
save
money
with
razors
• 80%
of
women
s)ll
prefer
razors
for
hair
removal
over
other
techniques
and
technologies

32. For the past five years, interest in
"women shave" has been increasing.
And there are two interesting
observations:

33. 1- Women search for razors, but also search
for information about razors. Brands sell the
blades, but don't provide information about
the "myth."
2- There is no universally acclaimed "best"
brand. Women are still searching for a
brand to call their own

35.
Money-­‐saving
womens
razors
When
the
weather
is
hot
and
clothes
are
skimpier,
having
a
razor
that
does
a
great
job
shaving
legs
is
a
priority…

36. BEYOND PINK:
MARKETING TO WOMEN 2012
MARKETING TO WOMEN 2012 /1

37. Women
beyond pink

38. Women
beyond pink
“Gender-­‐neutral
ads
generate
double
the
results
of
women-­‐target”

39. Women also
like humor

40. Women also have
to save time
Women also want
to keep in touch

41. Women also want
to share their
experiences

42. Women care
about online
relationship

45. Women don’t want
to fit a girly pink
stereotype just
because they are
women

49. The “big mama” The Workaholic
§ She’s
the
woman
who
lives
for
her
family,
she
always
worried
about
her
house
and
her
family,
and
she’s
the
bo?om
of
the
list.
§ Happiness
for
her
is
guarantee
that
everybody
in
her
house
is
happy.
Her
personal
realiza9on
its
not
part
of
her
reality

50. The “big mama” The Workaholic
§ She’s
completely
independent,
she’s
aggressive
and
for
her
success
is
related
with
her
professional
life.
§ She
believes
if
she
puts
her
profession
on
top
she
will
be
powerful,
but
at
the
same
9me
she’s
frustrated
with
her
personal
life
because
she
does
not
have9me
to
take
care
of
herself
or
keep
a
rela9onship

51. The “big mama” The Workaholic
For this woman balance is the
word, she has her job, is independent, but
always her self esteem is on top

52. “
I
prefer
having
a
balance
life
than
a
perfect
life”
“
Feeling
happy
and
good
with
myself
it’s
the
best
way
to
make
people
around
me
fell
happy”
“
The
world
needs
more
femininity
woman
and
not
woman
who
wants
to
be
compared
with
men
all
the
3me”

54. Between
24
and
39
years
old,
are
white
collar
knowledge
workers,
and
have
individual
incomes
above
$50k
/
year.
Largely,
though
not
universally,
single
and
have
filled
their
life
with
ac9vity.
As
such,
they
value
the
prac)cality
and
convenience
of
having
razors
delivered
to
their
homes.
Addi9onally,
they
are
highly
value
conscious;
they
are
willing
to
spend
money
on
things
they
perceive
as
high
quality,
but
very
reluctant
to
spend
above
a
product’s
perceived
value.
They
view
razors
as
a
commodity
necessary
to
their
lifestyle,
but
believe
the
marke9ng
messages
that
advocate
for
unnecessary
features
on
their
razors
inflate
their
cost.

56. forget about buying
razors, FOREVER
Their
web
page
is
obvious
women
centric
with
light
and
candy
colours
like
pink
and
light
blue.
This
is
also
applicable
to
their
products.

57. forget about buying
razors, FOREVER
Product
Descrip9on
wordings
are
more
descrip9ve
than
those
of
DSC,
for
example:

58. forget about buying
razors, FOREVER
Facebook
=
464
Likes
and
37
talking
about
it.
Most
of
their
posts
are
tweets
that
are
retweeted
from
Twi?er
TwiXer
=
404
followers
with
only
47
tweets
since
in
business/
they
omen
use
hashtags
like
#Luxury
and
#Convenience
§ The
Blade
Award
for
“New
ecommerce
website
of
2012”
§ Offering
premium
shaving
soaps
as
an
addi9onal
to
razor
packages
§ Promoted
by
having
free-­‐giveaway
in
February

59. forget about buying
razors, FOREVER
“With
so
many
subscrip@ons
available,
I’ve
been
surprised
that
I’ve
yet
to
find
a
monthly
razor
service
geared
towards
women.
Thankfully
ChicShave
has
come
to
the
rescue!
(…)
I
mean,
when
you
think
about
it
razors
are
such
an
integral
part
of
our
daily
lives
from
a
“Now
there
is
a
monthly
subscrip3on
fairly
young
age.
Men
and
women
have
been
service
for
razors,
thanks
to
ChicShave.
I
shaving
since
ancient
@mes
…”
think
this
is
a
great
idea,
because
razors
Parsimonious
Parcels
are
something
that
just
about
all
women
need.
It's
also
good
because
with
razors
coming
to
your
door
every
month,
you
will
no
longer
have
to
remember
to
buy
them
at
the
store.”
Glamour
Girls
Reviews

60. Venus' Closest Shave.
Dramatically Smooth Skin
Rated
on
most
beauty
blogs
and
websites
to
be
the
number
one
choice
for
refillable
category.
5
Blades
with
Ribbon
of
Moisture
They
come
in
both
refillable
and
disposable
versions
with
5
blades
and
interchangeable
handle

61. Venus' Closest Shave.
Dramatically Smooth Skin
“Get
closer
to
the
ones
you
love
with
unsurpassed
smoothness.
Our
first
five-­‐
blade
razor
for
women,
Venus
Embrace®
hugs
every
curve
and
even
lets
you
shave
bikini
hair
for
a
close
shave
and
drama9cally
smooth,
begs-­‐to-­‐be-­‐close
skin.
• 5
blades
for
a
drama9cally
smooth
shave
• Ribbon
of
moisture
for
a
smooth
glide
• Interchangeable
Blade
Refill
Cartridges
• ShowerPod®
convenient
in-­‐shower
storage
• Som
Grip
handle
for
no-­‐slip
control
Venus®
products
are
designed
to
fit
all
lifestyles,
whether
you
seek
the
perfect
shave
or
an
indulging
and
pampering
experience.
Venus®
encourages
all
women
to
reveal
their
inner
Goddess
making
them
feel
sexy,
confident
and
care-­‐free

62. Venus' Closest Shave.
Dramatically Smooth Skin
Facebook
=
1,083,344
Likes
and
15,410
talking
about
it.
(Higher
rate
of
engagement
on
the
plauorm
than
Chicshave)
TwiXer
=
17,641
followers
with
4,048
tweets/
use
different
hashtags
for
each
products,
for
example,
#VenusEmbrace,
#VenusOlay,#VenusRazor
§ Both
the
FB
and
Twi?er
pages
include
en9re
products
under
the
Venus
product
line.
§ Generally
sold
at
$12
(interchangeable
handle
+
2
cartridges)
in
general
stores
like
Walmart/
Walgreen/
CVS
–
The
refill
cartridges
are
sold
at
around
$15

63. Free your skin
“The
high
performance
Schick®
Qua?ro
for
Women®Razor
has
enhanced
condi9oning
strips
with
Acai
Berry
and
Jojoba
Complex.
A
shave
so
smooth
you
can
even
skip
a
day
or
two!

64. Free your skin
Facebook
=
290,251
likes
with
809
talking
about
it
(lesser
interac9on
than
Gille?e)
their
page
is
quite
ac9ve
with
posts
and
pictures
related
to
their
products
or,
at
least,
feminism.
TwiXer
=
1,442
followers
with
1,572
tweets

68. "In
fact,
studies
show
that
adding
more
blades
doesn't
add
any
extra
closeness
to
your
shave,
and
Daily
gels
rub
off
quickly.
So,
the
best
way
to
save
on
the
product
is
by
making
them
last
longer.
(…)
So,
the
next
@me
you
get
tempted
to
buy
that
preOy
pearlized
pink
op@on,
think
again.
When
it
comes
to
smooth
results,
a
regular
razor
is
really
all
you
need.
Make
it
last
with
proper
care
and
you'll
be
saving
on
your
shave
in
no
3me."
Daily
Finance

69. Sexism
in
razors
-­‐
feminism
in
the
hair
removal
department
Technically,
not
all
ladies
razors
are
pink/
purple/yellow,
leaving
all
men's
razors
with
blue
and
grey.
I
know
that
the
GileTe
Venus
is
turquoise
for
example.
However,
it
s@ll
just
seems
a
liOle
boring
that
marke@ng
departments
make
female
and
male
razors
so
differently.
Rockalily
Cuts

70. Marketers
are
s@ll
using
the
pink
sledgehammer
because
it's
probably
the
easiest
route
to
go.
Pink
has
been
designated
the
universal
color
for
all
females.
If
you
want
to
try
to
find
a
present
for
a
liTle
girl,
I
defy
you
to
find
Just
using
pink
is
too
heavy-­‐handed.
something
that
isn't
pink.
Pink
is
not
a
If
it's
not
raising
money
for
breast
strategy.
But
when
it's
the
only
color
cancer,
it
just
seems
like
someone
offered,
it
makes
it
seem
like
you
haven't
somewhere
in
the
company
thinks
put
any
thought
into
this
at
all.
pink
is
catnip
for
women.
And
in
some
cases
that's
true.
But
it's
just
geRng
a
liOle
old,
and
women
expect
a
bit
more
than
that.

72. Tier 1 Tier 2 Tier 3

73. Women will have 3
options, like men
Tier
one:
a
sleek
basic
an9-­‐drag
2-­‐blade
shaver
glides
across
your
silky
skin
with
moisturizing
aloe
vera
strip
for
ultra
som
amer-­‐shave
skin.
With
5
cartridges
per
month
to
help
your
skin
stay
silky
smooth.
Tier
two:
The
last
razor
you
will
ever
need;
a
gentle
shave
in
a
single
stoke.
You
will
love
this
razor
more
than
your
boyfriend’s.
A
4-­‐blade
razor
with
full
90-­‐degree
pivot
head
for
those
hard
to
reach
areas.
Delivers
with
4
cartridges
a
month
and
each
comes
with
Aloe
Vera
strip
to
leave
that
som
and
silky
feeling.
Tier
three:
The
final
fron9er.
Stop
being
that
bad
girl
and
step
up
with
your
very
own.
The
6-­‐blade
razor
“to
call
your
own”
with
the
caring
of
aloe,
vitamin
E
and
lavender
moisturizer
and
lubrica9ng
strip
for
maximum
skin
protec9on.
The
ul9mate
personal
groomer
every
woman
needs.

75. Messaging Guideline, including the
tone and voice will be the same
While
the
bravado
of
“s9cking
it
to
the
man”
will
remain
a
key
element
of
the
marke9ng
messages,
introducing
the
blades
as
a
male-­‐only
product
will
change
and
women
will
be
portrayed
as
similarly
savvy,
prac)cal,
and
aggressively
sharp.
The
most
important
messaging
element
to
avoid
will
be
anything
that
suggests
women
have
unique
shaving
requirements.
Instead,
the
primary
message
will
be
that
shaving
is
a
prac)cal
necessity
for
women
just
as
much
as
men,
that
a
product
designed
for
a
woman
has
desirable
quali9es
for
their
shaving
habits,
and
that
the
unnecessary
fluff,
hype,
and
female-­‐
centric
marke9ng
are
pandering,
demeaning,
and
wasteful.

77. Competitor Slogans
forget about buying
razors, FOREVER
Venus' Closest Shave.
Dramatically Smooth Skin
Free your skin

78. “Shave time, shave money.
Shave more than your face”

80. Changing the over
Male-centric
communication
Current:
Many
posts
from
its
Facebook
page
are
9ps
and
survey
about
man-­‐woman
rela9onship
and
female
behavior.
Changing:
Also
include
informa9on
about
male
behavior
and
9ps
about
rela9onship
for
women.
Ask
their
opinion
as
well.

81. Changing the over
Male-centric
communication
Current:
Other
posts
starts
by
“man”
and
some
comments
exclude
women
from
the
conversa9on.
Women
are
like
“stalkers”
and
are
not
part
of
the
“club”.
Changing:
Don’t
use
just
“men”,
also
use
“women”,
talking
with
women
as
well
including
them
into
the
conversa9on,
answering
them
as
a
part
of
the
club.

82. Changing the over
Male-centric
communication
Current:
Automa9c
e-­‐mail
and
posts
are
generated
talking
to
men.
Changing:
Those
texts
must
be
general
gender
and
not
male
or
female
gender-­‐centric.

83. Contest to choose
the product names
Tier
one:
Sugar
Cane/
Sweet
Grey/
Grey
Sugar
#DSCforwomen
Tier
two:
Tender
Love/
Passion
Grey
/
Delicate
me
Tier
three:
Alpha
Lady/
Famme
Fatale
/
The
ul9matum

84. Microsite
describing
women’s
shaving
needs,
explaining
the
prac9cality
of
a
razor
subscrip9on
service,
and
will
explain
why
a
women-­‐centric
razor
is
desirable
for
women.
The
microsite
will
link
poten9al
buyers
to
the
primary
DSC
website,
where
the
women’s
razors
will
be
for
sale
directly
alongside
the
other
three
models.
On
the
primary
site,
much
of
the
messaging
will
include
references
to
women’s
shaving
needs
as
well
as
men’s
and
some
of
the
material
that
specifically
targets
men
will
be
excised.

85. § Collec9ng
women’s
stories
about
their
need
for
prac9cal,
low-­‐cost
razors
has
led
them
to
DCS
§ Crea9ng
content
to
Facebook
and
Twi?er
(same
Facebook
page
and
Twi?er
account)
with
the
hashtag
#DSCforwomen
(the
content
will
follow
the
same
editorial
style
as
told
before,
but
including
the
women
on
the
conversa3on
“let’s
talk
about
shaving”)

86. All
current
subscribers
of
the
“4x”
and
“Execu9ve”
DSC
will
receive
in
their
next
razor
shipment
a
single
women’s
razor
handle
and
cartridge.
This
will
reach
most
of
DSC’s
current
female
subscribers,
and
also
give
male
subscribers
an
opportunity
to
pass
the
blade
off
to
a
female
friend.

87. Use
Twi?er
and
Facebook
to
compile
a
list
of
female
subscribers
already
advoca)ng
for
DSC.
Send
them
samples
and
encourage
them
to
try
the
woman-­‐centric
razors.
The
associated
packaging
and
messaging
with
this
free
blade
will
exhort
the
users
to
share
their
experience
with
their
free
blade
on
TwiXer
and
Facebook,
where
the
DSC
brand
will
engage,
aggregate,
and
share
their
stories
with
the
larger
DSC
community.

88. A
loyalty
program
designed
to
increase
the
net
promoter
score
by
rewarding
users
who
become
advocates.
Rewards
longevity
with
opportuni9es
to
try
premium
services
for
free.
Loyalty
is
an
opportunity
to
upsell
our
happiest
users
with
high-­‐profit
services
while
recognizing
their
apprecia9on
of
our
service.

89. If
a
boXom
)er
user
refers
one
person
who
subscribes,
they
get
a
free,
one
month
upgrade
to
the
second
9er
product
in
addi9on
to
their
usual
product
the
sixth
month
of
their
subscrip9on.
If
they
refer
two
people,
they
get
their
free
upgrade
amer
four
months
of
subscrip9on.
If
they
refer
three
people,
they
get
their
free
upgrade
amer
three
months
of
subscrip9on.
They
can
refer
more
people,
but
can
only
receive
more
upgrades
every
three
months.

90. If
the
referer
is
a
second
9er
user
already,
their
receive
the
highest
)er
product,
for
free.
If
the
referer
is
a
top
9er
user,
they
receive
a
box
of
premium
trial
size
toiletry
products.
(Poten3ally
partner
with
BirchBox
to
get
access
to
cheap
samples.)

91. Loyalty goals
and objectives
§ Recognize
only
users
who
subscribe
for
mul9ple
months
of
service.
§ Recognize
only
users
who
refer
at
least
one
addi9onal
paying
customer.
§ For
users
who
refer
mul9ple
users,
provide
perks
more
rapidly
and
more
frequently.
§ Provide
users
opportuni9es
to
try
higher
9er
products
with
the
expecta9on
that
some
will
upgrade.
Net Promoter Score:
§ Encourage
sa9sfied
users
to
refer
their
contacts.
§ Reward
our
most
enthusias9c
users
with
prac9cal
perks
as
omen
as
possible.

92. New video featuring
Durbin and Katie

98. h?p://www.youtube.com/
watch?v=WAk77Kr_OwQ
h?p://www.youtube.com/ h?p://www.adweek.com/adfreak/
watch?v=jBkR09sP4T4
schick-­‐qua?ro-­‐helps-­‐women-­‐trim-­‐
bush-­‐14387

99. Adver)sement
for
women's
shaving
razor
1933

108. UC Berkeley Extention – Consumer Behavior
Professor Kathy Klotz-Guest
Gabriel Dillon
Lisandra Maioli
Pamela Tanzillo
Sutheerawan (TJ)
March 25, 2013