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> The DivaCup: Navigating Distribution and Growth

商品編號: 9-519-055
出版日期: 2019/03/13
作者姓名:
Israeli, Ayelet
商品類別: Marketing
商品規格: 25p

再版日期: 2019/09/17
地域:
產業: Healthcare
個案年度: 2018 -  2018

 


商品敘述:

When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique product. Now, fifteen years later, the product was available online and in more than 35,000 retail stores worldwide, and the company was struggling with omnichannel distribution challenges and frequent violations of their pricing policy due to intense competition among channel partners. International distribution and the prevalence of gray market sellers were causing large price dispersions across markets, which was harming the brand further. In October 2018, the entry of a formidable competitor, P&G (owner of menstrual care brands Tampax and Always), into the niche product segment causes the CEO and her team to consider the best plan to reposition and differentiate its product to broaden its appeal to users of other product forms, while maintaining its market leadership in the menstrual cup segment. This challenge is made more difficult due to prevalent miseducation about menstrual care and menstrual cups in particular.


涵蓋領域:

Advertising;CEO;Competition;Competitive strategy;Core purpose;Differentiation strategy;Distribution;Distribution channels;Entrepreneurs;Entrepreneurship;Female;Growth;Health;Health care;Internet;Marketing;Mission statement;New product marketing;Prices;Product development;Product positioning;Social entrepreneurship;Social issues;Startup;Strategy;Women executives


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