“Dollar Shave Club” created an ad for their services that wentviral a few years back. On the strength of the ad alone they wereable to attract over 200,000 subscribers. What does the “DollarShave Club” do…? They provide inexpensive razor blades that theydeliver each month. There are three pricing options ($3.50, $6.50,and $9.50 per month including shipping).

First, explain how they have segmented the market. Which keyneeds have they targeted? How would you go about characterizingthis segment? Who are the people that have these needs, and why doyou think this? How confident are you that you can accuratelycharacterize his segment?

Second, explain why we would even want to characterize thesegment? What use is it to marketers to characterize their targetmarket? Explain. Finally, talk a bit about the match (or mismatch)between the advertising tool that “Dollar Shave Club” used andtheir “true” target market. In case you are not aware of the viralvideo, it was basically a humorous, irreverent ad in which thecompany’s CEO (a young casually dressed man) jokingly talked aboutthe virtues of cheap razor blades while making some prettywhacked-out jokes. Given your previous answer, what other broadtypes of media (using the terminology discussed in class) do youthink might be appropriate to reach the target market youidentified & why (don’t worry about being too specific here,we’re looking to see that you understand the reasons why you woulduse different media types, rather than the specific tactics).