‘Unilever Buys Dollar Shave Club: The End Of The Mass Marketing Era?’ – Forrester
Jim Nail says, “When I read the news of Unilever buying Dollar Shave Club I couldn’t help but think of an advisory session I did for a big CPG firm with colleagues Melissa Parrish and Brigitte Majewski a few months ago. One big topic of conversation was how to build a brand today in a media and marketing world that is so fragmented. We had used Dollar Shave Club as an example of how the rules have changed in the post-digital era.
And then I came across this post on the Stratechery blog that analyzes DSC and its disruptive strategy extraordinarily well.
I can’t help but read from this the end of the mass marketing era whose rules P&G is rightly famous for codifying and rigorously training its brand managers in. My conclusions from this example include:
The end of product innovation. Really interesting story about how Gillette’s 5-blade razor bombed. Basically, products reach a point of development that no further improvement is needed. Or at least the added cost of the innovative product didn’t bring commensurate increase in performance to justify it”.
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