hello welcome to module three of two or three eight this module we're going to look at apply version of the building block of selling is we break into five video the first video we're going to talk about b2c selling b2c selling if we talk about the customer who are we who are the customer so this could be anyone who would like to purchase a product or who would purchase the product or it could be someone who used the product okay it could be in term of the service group in term of good it could be in term of FMCG it could be in terms of like claim ticket or anything at all it'd be to see setting now this is a selling price the respect that you have seen in model one what are we going to be doing here is that we're going to apply to a case study which I bring I use the dollarshaveclub.com of the case study so what are going to be doing is I will be showing you a video and then we're going to discuss throughout here's the video presented by t-mobile [Music] I'm Michael Dugan I am the founder and CEO of dollarshaveclub.com if you go to sort of buy razors you have to drive a car by traffic then you have to plan the razor fortress which is always a lot you have to find the guy with the key you get to the register and it costs you 20 bucks or more and the whole thing is kind of primitive I just figured there was a better way to do it so Dollar Shave Club was born each razor has stainless steel blades and aloe vera lubricating strip and a pivot head so gentlest Hodler could use it at its most basic Dollar Shave Club for a couple bucks a month we send high-quality razors right to your door 80% of our guys shave three days a week or more for our member this is a product that they need regularly and that's why the subscription model really works and I don't love that term I actually really like the term membership instead because it implies a deeper relationship and a greater warmth the promise is expanding to include dr. Carver's easy shave butter which is the best thing you can put on your face before you shave and then we have one wife Charlie which is a butt wipe for men why do you need a butt wipe because you're not an animal and whatever you're using now primitive it's a cleaner way to do it it's a it's a faster way to do it as we like to say great things happen when you're asked most fantastic to clean up your act with a sausage sauce is manliest way to wipe your ass except no substitute it's wrong one Charlie I spend most of my career in marketing digital media brand development I studied improv and sketch comedy for about eight years when I was living in New York City and I think that absolutely infused the tone of voice of this brand it's very transparent it's very honest it's funny and guys appreciate humor I think we're not just selling razors we're also making new job Alejandra what were you doing last night oh I see what are you doing now wait no Vanderbilt at this train make tag before we launch the video we were just doing some small proof-of-concept stuff we got about a thousand members really doing no marketing and when we launched the video on March 6 2012 I mean literally within the span of 30 minutes we started getting tens of thousands of orders for a company that had you know been fulfilling you know two or three orders a day and it's beta phase they crashed our servers when we just weren't ready for that we had to learn very quickly how to meet this scale and you know we knew we would only get one shot at it I mean we had all sorts of homegrown solutions like sticking post-it notes on huge rolls of labels so that we knew that those labels actually got put on packages and went out we didn't have a logistics expert on our team at that point you have to figure it out on your own I think good companies that last are really good at figuring out on the fly how to fix problems and deal with the unexpected raising capital is required for any business that wants to scale quickly it's not necessarily right for every business but for our business it was required you want to try to find investors that can help you in some way beyond just writing you a check and the types of investors that we saw out were folks with big operational networks to help bring talent to us also that had seen a lot in the e-commerce space and that could help us maybe avoid some pitfalls they have seen others fall into there's always going to be people that tell you your idea isn't good or they tell you a million reasons why it's going to fail and the most successful entrepreneurs Jeff Bezos and Howard Schultz or Richard Branson these guys were all told that they were crazy at some point by someone too but ultimately you will get somebody that does believe in your idea that does believe in you and yeah that's incredibly rewarding and then very quickly you pat yourself on the back you get about 15 minutes to enjoy the moment and then you have to move on and cigarette build this business and do everything I just told these guys I'm going to do so stop forgetting to buy your blades every month and start deciding where you're going to stack all those dollar bills I'm saving you we are dollarshaveclub.com and the party is on [Music] all right so you have seen in the video you can see that the CEO of the Dollar Shave Club they're trying to first of all looking at the database and knowledge management they're trying to understand the customer what do they want so they want sheep sheep a Cheever because they don't want the customer to want to spend too much money on it so they want to to buy like you know five six dollars shiver so what this company did was that they came up with the idea of $1 per blade and they would get a few blade four months all right so that is number one number two customer relationship management so what we do what Dollar Shave Club is doing is that they do like a subscribe or subscription fees like every Monday had to pays me the customer had to pay some money to continue and retain it the you know relationship so this we increase the deeper relationship between these three is provided as well as the consumer marketing the product so what they do with the marketing product is could be in term of advertising could be in terms of link the product to the way that the customer want or is could be in terms of product expansion in this case Dollar Shave Club what they do is that they not just say one dollar blade they say actually three for style of blades okay so the customer could upgrade a product for just $1 to $5 or $12 or they also selling like shaving gel or some other product that is relating to Chevy all right so marketing the product for that expansion next one is for problem solving so the company trying to understand what are some of the problem that autism it has and if there is any problem then we we try to fix it fast all right so in the video they exceeded it explained about how they speak some of the unexpected problem of like the too many orders at the same time that type of thing all right and lastly adding sorry second-last adding value so what they do is for this company what they do is to use funny videos they use the word cheap to add more value to the product okay lastly customer retention so they're trying to link this to the subscription fees or the fees quite low and then the product is okay so they try to saying that okay if the program is to create the prices low hopefully the customer we continue and retain with the Dollar Shave Club all right so this is an example of how we applied to the Dollar Shave Club moving on these are the different type of selling department that you have seen in module one all right the reason why I put it here is because it's relating to b2c selling okay we will move on now here are the 70 and I believe that most of us already learned what are the 70 from the services marketing or at least 4p form introduction to marketing let's say alright so we will go through this quickly as we believe that you have already done it so if we start with the product so what is a product is mean to call product what are we selling okay it could be if we sell this clicker this product is to to click to the next page or something so basically the call functional product the call benefit of the product then we have placed places like the location this could be in terms online or could be offline could be location could be some other things alright in terms of that links to location and logistic price basically good value for money well how much do we sell okay promotion promotion including advertising is good as well as sale promotion all right so what I want sales strategy of the promotion that we have added particular time people really talk about people we talk about the staff the one who will run the business the one who sailed a product frontline customer so we talked about different type of sale group that we that would show I showed you the show in the previous page as well the processes mean what happened first what happened next last in the last video model we had a chat about the sale process so this is a process that we're talking about alright lastly we have physical evidence is mean what the customer can see and touch nominees will be in a service setting for example recorded hospital or a restaurant what are some of the thing that we can see for example looking tables chairs flower decorations those are d physical everything's alright see now moving on you can see we are moving towards our perception now we're going to move towards a perception sorry I don't know what was that anyhow I will be showing you a video so this video but before I show you the video we have a good chat about what is perception so perception is how customer perceived the service provider or perceived the brand what people think about a brand or a product all right as a seller what we want is that we want the customer to think about us in the way that we want the customer to be perceive us s all right so basically we want our product to be seen in a way that we would want the customer to see them s now what I'm going to be showing you is an advertising from Sony all right so here is advertising [Music] [Applause] [Music] [Music] all right now you have seen the video what you see in that Sony video is that Sony would like the customer to to think to perceive their new TV that the color is like no others alright so basically in short the DEF product is good in advertising so it's good in colors so that color is very good it's better than anyone else in the market whether it's true or not true is another story but the point is the service provider would like customer to to perceive them in a way that they service provided would like them to perceive them as now next concept which we talked about exposure we will talk about sensation as well as attention exposure quickly so what is the meaning of exposures mean when a customer or when we have been or went into a new situation or new development it could be that when we try something new so as I explore ourselves into something sensation is like a five-cent like the sensation like ears eyes mouth nose and Tosh for example let's say if you walk past if we're going to Myers or the beach on we walk past like a perfume section we can smell it and if you smell it we might be thinking that all performing this department is smell nice or something like that now then then we have attention attention is main when we pay attention to something all right or when something grab our attention ok so here I'm some of a technique of grabbing attention so three technique that we're going to be talking about here is first one is advertising appeal can you see the the kids brought blowing the bubble but the bubble in is actually not bubble but it's smoke the idea behind abusing kids to grab attention of the audience all right so basically this is like this advertising is like a kind of surprise or surprise or shocking so try to use this chocolate element and surprise element to to grab attention of people in this country dot and kids can grab high attention than other type of object or you know human or something all right road blocking what is the meaning of road blocking is that you use the same advertising in many places at the same time the reason why we're using this is sometimes because the customer might or the customer or the audience there might be selective our audience may sorry its cost elective attention what does that mean is that let's say 'hey i'm washing let's say NCIS on channel 9 at night and like 8 o'clock and let's say is go on the break then I might change I might I may not want to wash the appetising so I'll change another channel to look at the you know some other advertising or look at the program but the roadblock in housework is that they will try to put on the advertising the same about typing on many channel at the same time the idea is that when the audience changed to another channel they will still see your advertising anyway this worked quite well in the final at the train station where you walk out on the train station from each platform either platform that you take get off you will see the same advertising all these you might work well in let's say newspaper or magazine that they put a few ads of their own ads on many of the page just to grab attention even though you when you try to skip through some of the advertising next one you have like a choice of appropriate video we will start first one we will start with the Panda fur so what they do with this Panda is like this is like a Siri type of advertising so basically they are like episode 1 episode 2 episode 3 and it's kind of show that you know something Q and I grab your attention alright or they could use kids as I mentioned earlier that are going to show you in the same suit video so yeah I will show you three video in total and after which we we have a quick discussion about it alright yeah he can get bendable game turbine we're giving a Honda mate and a schlep whoa [Music] No [Music] some thunders makin - them [Music] hey I'm in London maple deschler then I would rather run down glass here no wonder my foot hit me [Music] [Music] [Music] [Music] [Music] Thunder late in the hashmap [Music] I've been watching Adam into creepy odd that's mostly what I do I'm watching and sucking a lot of the time majority of the time during the day but I found that those Samsung smartphones have changed people's lives [Music] maybe even taste good Samsung yeah I need it that ugly thing doesn't fit my modern life yeah use your milk buddy Oh Thank You bear oops oh yeah bye-bye boring PC dad look it's something more creative originated and in a hottie oh thank you how do you I think I just peed myself hey all that work and I just get the Fox to play with come on dad wait wait well anyway now you can expect more creative original and innovative from Samsung ah to you life's changed why not PC PC University Samsung achieve now now that you see all the videos you can see that the Panda basically is using a fun element this is a this is an ad from YouTube and it's very popular at so basically if anyone say no to panda is we pianist would be very angry and they come and destroy big things so it's kind of grab attention is the fun-ness of it I have to mention that this is a very old brand there no product brand so that's why they in the ad that they don't have to mention much about the benefit of the product in hands of bread awareness and bad invention right and if you look at the same soon the same someone is also used to keep and then a final element as well as a music tool to create excitement of the audience and the cuteness of their phone and then so it's not the from their laptop and things so basically it's just use your kid to grab attention right keep kids and cuteness cute power you like now moving on to the sensation eyes so we have eyes so basically eyes like we can see so so is provided like us or Sarah what we could do is like we could create like a showroom or something like here where the customer can to see if the buyer for that how it's going to look like here is mean we came here for basically it's like TV or some review opinion leader would amount so we came here when we hear something we recreate perception north we can smell perform okay test we can try so basically the free sample the type of thing in a restaurant we can test it lastly we can steal basically if you buy clothes this and that so we can configure the products or off this will link to is will help us create our perception toward something all right or someone now this is how we do perception okay so this is perception model okay this is how we view our perception so the first step is unfamiliar target encounter so what is that mean is that then we need or when we are see something new that we don't know when we seeing something that we never have a perception about it before alright and second one is open it to clue its mean once we see something new that we don't know then we started to try to find out information about it we might try to find information about it online like I'm trying to look at the review movie or something or we try to search information about something in order to get more information about it three familiar familiar ourselves with the crew so basically start to get the same information we're starting to understand the information that we receive fall then then target cuffs customization I'm sorry target categorize so basically we put information in order so basically we just in our head we will form the information like in the inner in a way that ok this information is about so-and-so this information is about so-and-so so basically we group information together in our head and number five we will ignore the information that we just group in our head in number four for example some of the information we don't want to hear we will pretend like that never happen or some of the information is quite important you will trying to enhance detail like oh these are very important information all right and number six is that is how you actually create the you know starting to performed perception and this is how an individual actually create the perception all right moving on this is an example there are a few example of how we create perception here I will show you this example is a link perception towards Authority so I will show you one example of tie array and seeing how they use their advertising to create good service quality perception here's the video everything that we do we've learned not from a training manual or a technical school but from the previous generation and the one before that it wasn't tall not inherited never explained but always left a consideration for others that anticipate flavors that open your heart and aromas that awakened of chemistry delicate beauty inherent in every detail virtues of work and hospitality calling every time welcoming the world your experience always right now you have seen the video you have seen the quotation of smooth as silk and some other things are the smell the culture on the plane and as well as an award on the advertising so they're trying to link this type of thing to the good quality all right so they're trying to keep you know trying to make you feel like a good quality you also can notice that there's a trot there tail strap track there used to be a video here but I will not show you the video but basically the video is basically the videos in that is ad in the ad is that lets a family sit on a sofa in their in their house and all them get shoot into the on introduce sky like you're on a rocket or something so basically the hills are trying to say that even use Telstra when you open your internet you will feel like you're you know you in the locket or something that you go up very fast so it's associated to the fastness of the the service the internet service alright so that is linked to the 4G now we have perception linked to price so we look at price quality relationship perception so what does that mean is that price quality relationship perception what is a minute the more expensive the product the better the price that we think the product might be for example we have two example here first one is the water from coal so one liquor and is about $1 and we have water for blink about one liter it's 50 dollars this is a real price so what they do what bring is doing is that they put some crystal on their bottle so they bought to become very expensive and in the a day trying to associate their their drink with like why and some other expensive products alright so the part the higher the price the higher they record everything for example when we go to a hairdresser if we let's say we go to Korea and we need to get haircut and we don't know which hair salon we should go to so what we do is that we might looking at the review if you possible if you don't have review we get there to hairdresser in front of you you want to see which one is better you have no idea so what you do you might look at the price difference and you might think that all the more expensive one might have a better quality that could be another perception now moving on to target market segmentation and target market alright so just to sum up perception or positioning positioning is where we want our brand to be placed in our customer perception or head so wherever you want what do we want our product are our brand to be seen as alright technically it's a same thing to the perception now we're going to talk about point of parity and point of different power parity we will start with the point of parity first oil parity is something that is very unique that you your brand have but is something unique let's say the a hundred brands in the market and all of them offer to let the of them selling TV 100 brand selling TV power parity is like something that about ten brand selling the same to you and the rest is something someone else that doesn't have for example you talk about a TV we could talk about curve TV so point of a parity for this would be the curved shape of the screen that is so unique from most of most of the people but someone else do you have the same thing anyway this is still a good advantage to your brand that because it's dude unique what what that's what you have so in short point of parity is something unique that your brand in half but some other brand some other brand view might have the same offering all right and then you have point of different kind of different is something that your brand have but no and no one else have that so something that is so unique and only a while elbow to your brand okay it could be if you talk we we could talk about have you heard of that $100,000 or $200,000 TV that is like a very big screen TV and it's so unique that no one else has the same thing it could be that as well so it's deep in but in short power parity is something unique to you but someone else one else may have it high up differentiate it means something that's so unique about you and no one else happy this is an example of how a perceptual map look like the reason why I'm showing you this is because it's linked in the perception perception section right but I believe you have learned this before in this graph you can see the perception tour between quality and price all right sometimes some people might say perception between quality and price are not good for us to view as a perceptual map because technically the higher the price the better the quality therefore you can actually you know make it like a curve like like this curve wrong sighs sorry yes like like this yes yes like this okay so basically the higher the price the higher the quality most of the people when they do them do quality versus variety or something else or price versus variety so it would be random like the brand will be random on your graph not like a predictable now lastly we're going to talk about traditional marketing so we will talk about we will talk about we going to link the 70 that you look at earlier today to the mark target market and their positioning so what we're going to be doing is we're going to look at a 70 so the first one that we see is the product so we link our product to the to our customer needs so if they need something cheap we do that if they need something you know high quality we will offer that price we we need to look at our target market how much budget do they have promotion we might want to link to our customer behavior for example if they are discount seeker then we do is use some type of promotion if they are like a high-end type of customer then we might want to enhance more interval the brand value the value the product that they get like a luxury image that we they would receive class the relocation that our customer might want to buy but every type of fast-food entire in Vietnam they do a lot of delivery like home delivery like that is like a standard so let's say people in Thai they're only the 10 to 50 percent of the people actually deliver a sari ring KFC or McDonald and ask them to deliver to the home and there is no wouldn't be any cost for that because it's like part of the package but let's say in Australia we tend to go with a drive-through and that type of thing basically then so we need to look into the theme of our brand of the theme of the restaurant what I've seen is linked to the customers could be like it let's say picnics to the seeds could be like a you know seed how theme and they'd have theta is linked to our target market right process so basically it's like what happened first what's happening so if it's like a high-end type product so let's say if you go to Tiffany's shop that's happening the customer might hoping to receive some drink or something you know some juice before this service actually start and it's happening in people and that is like the seller who who are the seller and some product they expect some seller to know a particular type of skills or like be able to do something and you know be able to recommend something for example if you type of money warehouse if we go to funding most of the seller will be able to tell you what each of the product can do that's happening all right so here is a conclusion of the video number one thank you