Question

Find a news story/report about a successful or unsuccessful retailer (in the past five years). Write a summary of its marketing strategy and a brief analysis of its performance.

Answer 1

DUDE Products Become the ‘Go-to’ Brand for Male Hygiene Products in the US.

Originally established as a company selling branded butt wipes for men, DUDE Products has grown so successfully over the years that they are now dubbed as the ‘go-to’ brand for many male hygiene products in the US.

Not only are the team of four college friends (Sean Riley, Brian Wilkin, Jeff Klimkowsi and Ryan Meegan) impressing their target market, but they are also impressing experts throughout the industry. This has seen them receive an award in 2013 for the most innovative consumer product of the year at the Visionary Awards, as well as an appearance on Shark Tank in 2015 where they secured investment to expand the business even further.

In the 2016-2017 retail year, they stormed the male hygiene market with a 100% revenue growth rate, and we now see them selling their products via their Shopify website, on Amazon and to over 7,000 retail stores.

Marketing Strategies of Dude Company are:

• Finding new audiences - Company developers found undiscovered opportunities in already established products.
• Branding - Incraese their brand value through collaboration with sports celebrities. Thanks to them their brand ia associated with sports events.
• Advertisements - Doing funny commercials with fresh contents and simple slogans which can easily enter in the mind of the consumers.

• Promotions through Television shows - Participation in tv shows create a promotions with more view than paid advertisement. This brought not only customers but also investers.

DUDE Products is a unique and rapidly growing company featured on the seventh season of Shark Tank and backed by serial entrepreneur Mark Cuban.

Started as a small, local business by four partners in Chicago, IL, the company offers hygiene products geared toward a male demographic such as flushable wipes, body powder, and body and face wipes. Their brand is young and fresh.

Working with a small team, The DUDE staff hoped to not only increase sales, but expand their revenue channels and become more strategic about website traffic. The company sells on Amazon as well as directly, so a targeted and intentional strategy to acquire customers was important. Like with most startups, their marketing talent was long on ideas but short on time. They also automate their works, production includingetc almost everything mails. Hence their revenue has increase to 15% to 20%.

There are lots of different variables driving DUDE Products’ growth; increased brand awareness, more investment in advertising, which in turn creates even more brand awareness, and with every retailer they bring on board, awareness expands again. This is how a small company gets worth of more that 14 million dollar today. Hard working with smart strategies.