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Is Dollar Shave club's success due to more than good marketing and catchy Youtube videos? What propels its growth as "the Netflix of men's grooming"?

  • Dollar Shave Club. The company, known for its unique YouTube commercials, offers a monthly subscription for razor blades. With monthly prices ranging from $1 to $9, the company is aggressively taking on Procter & Gamble (PG_) and Energizer's (ENR_) respective Gillette and Schick brands. In October, the company had 330,000 subscribers and raised an additional $12 million in funding. Dollar Shave Club, which I recently profiled, continues to attract more subscribers as it offers new products like shaving cream and moist wipes. The company has grown substantially from its first YouTube video. In the two days after the first video went viral, Dollar Shave Club received 12,000 orders. Dollar Shave Club continues to be thriving as "the Netflix of men's grooming."[1] [1] http://www.thestreet.com/story/12701555/1/far-from-dead-netflixs-model-powers-upstarts.html

  • Answer:

    Today there are lots of consumers , who are value shoppers. They try to interested in value . The more popular shaving brands had become so large due to savy marketing and building high brand , that they could sell their product as high price high quality. However, there are also consumer with acceptable price with competitive pricing. Dollar shave tried to convince them thru their digital marketing.

Manoj Sahay at Quora Visit the source

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They have an exceptionally funny video, a competitive price and people are willing to try a different razor/company, because it's basically a "perfect market". In economic terms, that means they are all selling the same thing. Think hotdog stands - same product, which is only differentiated by location. But since it's a global market....and there are approximately 3.5 billion men on earth, there is room to take Gillette on price with similar quality. Remember, if you don't have a truly unique product, then consumers always try to win on price. They are also delivering right to your door. Gillete created an infrustructure by selling to retailers. DSC is selling direct to market, which, might (MIGHT) have to change if they have Gillette success. Their market of consumables always has room for more companies. How many shoe stores and shoe companies are there? But if Gillette wanted to lower their price to be competitive, they could wipe out DSC...but they don't care enough yet. Gillette is the saudia arabia of razors...they could flood the market and try to win...but might not.

Jonathan Krimer

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