More from these Authors

• Case | HBS Case Collection | September 2019 (Revised October 2019)

  Aura Biosciences: Bringing a Breakthrough Drug to Market

  Robert J. Dolan and Navid Mojir

  Citation:

  Dolan, Robert J., and Navid Mojir. "Aura Biosciences: Bringing a Breakthrough Drug to Market." Harvard Business School Case 520-032, September 2019. (Revised October 2019.)  View Details

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• Case | HBS Case Collection | March 2019 (Revised September 2019)

  The DivaCup: Navigating Distribution and Growth

  Ayelet Israeli

  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. 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.

  Keywords: female; female ceo; Female Entrepreneur; female protagonist; health ＆ wellness; healthcare; price policies; minimum advertised price; differentiation; positioning; Growth; Health; Health Care and Treatment; Price; Disruption; Distribution; Distribution Channels; Competitive Strategy; Competition; Growth Management; Mission and Purpose; Product Development; Product Marketing; Product Launch; Product Positioning; Advertising; Business Startups; Internet; Entrepreneurship; Social Entrepreneurship; Social Issues; Social Enterprise; Retail Industry; Medical Devices and Supplies Industry; Manufacturing Industry; Health Industry; Green Technology Industry; Education Industry; Distribution Industry; Consumer Products Industry; Canada; United States; United Kingdom;

  Citation:

  Israeli, Ayelet. "The DivaCup: Navigating Distribution and Growth." Harvard Business School Case 519-055, March 2019. (Revised September 2019.)  View Details

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• Case | HBS Case Collection | November 2017 (Revised April 2019)

  Bose Corporation: Communication Strategy for Challenging Apple's Beats by Dr. Dre

  Robert J. Dolan

  Citation:

  Dolan, Robert J. "Bose Corporation: Communication Strategy for Challenging Apple's Beats by Dr. Dre." Harvard Business School Case 518-036, November 2017. (Revised April 2019.)  View Details

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