Harry, Jeff Anani, Kashi discussed on Marketplace

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Jeff raider and Andy Katz Mayfield. We're trying to fix that by making better razors and delivering them right to your door. They were taking on big razor one. Big razor company has. Relentlessly increased prices for decades making insane profits expensive customers. They're talking about Gillette the leader in the razor market, which has since cut prices to compete, the message of the video, was that Harry's founders are just regular news. Jeff Anani are two guys who put their pants on one leg time just like you need to shave just like you don't wanna pay too much like the design, like you take a dare who works in finance in North Carolina is one of Harry's more than twelve million customers here responded to a call out. We did on Twitter and he says he really likes Harry's razors that they're sleek. They're going for more like an apple iphone type of razor than just like here's a piece of metal with blades on it. Cut your with but he also loves the whole sales pitch. The company's story feels like a younger company, and I think personally being only twenty four being young like I'm just more interested in socio myself with companies that are to now that Harry's is joining edge while he's not sure he's going to stick. With the brand feel like a little bit more more fake. Big consumer products companies love to buy up smaller niche brands. It allows them to reach new often younger customers, and it can also buy them access to those customers data. But these kinds of deals can lead to some marriages Clorox owns birds bees. Unilever owns the natural cleaning products company, seven generation, WalMart owns, the men's fashion forward clothing retailer Panova, bows, when these deals happen, some customers were not happy, Rita McGrath teaches at Columbia business school. I mean, a lot of the charm of those smaller brands is it's not your dad's brand, right? It's not it's not J C Penney. It's not what your mom would buy and it's very hard when they're bought by a big state company to maintain that brand. Purity customers, worry that the quality of the products will drop or that the Brandel abandoned its roots Alida badge, a senior analyst at Bernstein, does that is a risk because these big companies often want to impose their way. Of doing things, and the whole reason these small brands have been successful is that they weren't following the old ways of doing business whether be, how you by advertising, whether it be how you produce a product better, be the messaging in the in the copy that you develop one example in two thousand Kellogg spot Kashi a brand known for its all natural whole grain cereals at first Kellogg's left, Kashi alone. But then it started changing ingredients and selling the brand at bulk retailers like Cosco it even dropped the phrase all natural.

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