Dollar Shave club had a success in a market dominated by two brand giants. How did this happen so fast? You would think - considering their name, it would be a simple low cost and convenient brand marketing that the commercials would have....but there seems more than that involved.

Think about their customer journey for consumers and how Dollar Shave club used it to their advantage. Consider the points of parity and differentiation and explain how DSC positioned their brand.

What was contrasting in comparison to Gillette commercials? What other insights explain the success of DSC in a market dominated by 2 giants.