Ivey Publishing
Vibrance Kegel Device: Capturing Mindshare
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14 pages (7 pages of text)
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Case (Field)
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.
Learning Objective:
Students will gain an understanding of the challenges facing a small company with limited financial resources and its quest to sell an unsought good. This case can be used to facilitate a discussion on the following topics:
  • Adoption of a new product
  • Push versus pull strategy
  • Market positioning
  • Marketing research
  • Promotional strategies
Marketing,  International,  Entrepreneurship
Health Care Services
Malaysia, Small, 2014
Intended Audience:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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