This article talks about Dollar Shave Club’s new focus. The article and recent ads would be excellent to illustrate concepts in Chapter 4.

Discussion Questions:

  1. Look through the VALS typology groups. Which groups do you think these ads will attract? Why?
  2. Look at the Generation segments. Which generations would be most attracted to these ads? Why?
  3. Do you think Dollar Shave Club can use benefit or usage segmentation? Why or why not?
  4. Which product positioning strategy is Dollar Shave Club using? Justify your choice.
  5. Which ad campaign do you like the best? The current or previous campaign? Why?

About Dr. Ken Clow

Co-author of textbook.

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