Marketing

Quiz 2 is a short answer quiz. Please see the document “Quiz 2 Description” to help you with
your preparation. Quiz 2 will ask you some questions about the start up company, The
Dollar Shave Club, as at the time when it was launched and also at the current time (now
that it has been taken over by Unilever).
The articles below, combined with the material in the course, should give you sufficient
information to do well on the Quiz. You can do further research into the company if you
like, but you do not have to, nor will you get additional marks for undertaking detailed
analysis based on any additional pre-reading. For example, while an analysis of trial and
retention rates based on further reading over the weekend might be interesting, it is not
what I will asking about and will probably just get in the way of a succinct answer. This is not
a quiz about your ability to research a topic. It is a quiz about your ability to apply the
principles that we have been studying to a practical branding situation; in this case the issues
facing the Dollar Shave Club around its launch and around the time of the Unilever takeover.
I would like you to undertake the following preparation.
 Understand the origin of the Dollar Shave Club at the time of its conception and
launch. Read Wikipedia’ s description of how it started. Keep in mind the
framework we have advanced in considering the firm’s considerable initial success.
https://en.wikipedia.org/wiki/Dollar_Shave_Club
 Have a look at the original television commercial (TVC) and try to understand the
needs that it is addressing and how it is addressing them.

 Think about Unilever’s takeover of the Dollar Shave Club and why Unilever might
have wanted to pay a billion dollars for the firm. https://www.imd.org/research-
knowledge/articles/unilever-buys-dollar-shave-club/
 Think about where the firm finds itself before and after the Unilever takeover and
consider the options it faces for growth and defence.
https://www.convinceandconvert.com/content-marketing/storytelling-turned-
dollar-shave-club-into-a-billion-dollar-brand/

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