Case Solution & Analysis for Vibrance Kegel Device: Capturing Mindshare by Doreen Kum.
Complete Case details are given below :
Case Name : Vibrance Kegel Device: Capturing Mindshare
Authors : Doreen Kum
Source : Ivey Publishing
Case ID : 9B16A021 / W16387
Discipline : Marketing
Case Length : 14 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
The Vibrance Kegel Device (VKD) was an intra-vaginal device that helped women correctly identify and strengthen their pelvic floor muscles to prevent and improve health issues related to urinary incontinence, back pain, and sexual dysfunction. The VKD was owned and marketed by Bioinfinity, a three-person, start-up company based in Malaysia. Despite being an innovative and award-winning product, its marketing strategy was challenging as its target market was Malaysian women, the majority of whom were conservative and uncomfortable with discussing these types of medical issues. As a result, educating women and developing product awareness had been a struggle. Bioinfinity’s market development director needed to think of ways to grow the business. He was also contemplating whether the VKD was ready to compete in established markets such as Australia, the United States, and the United Kingdom.
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