Marlow: Disrupting the $50 Billion Menstrual Product Market

Marlow is a new menstrual health company that developed the first-ever lubricated tampon for smoother and more comfortable insertion and which aimed to deliver the product through a direct-to-consumer subscription model. During its first year in business, the team of female founders focused on product development, including completing the research and testing required to secure regulatory approval from Health Canada and the US Food and Drug Administration. After successfully raising $500,000 in an angel pre-seed fundraising round, the team was ready to bring its innovative product to market. In preparation for the launch, Marlow needed a comprehensive marketing plan that identified the consumers who would benefit most from the product and who would be willing to purchase it. Key messages and a communications plan had to be finalized highlighting Marlow’s differentiated advantage, and the financial estimate for the first year had be forecast and presented to investors.

This case is suitable for undergraduate- and graduate-level courses in marketing strategy, marketing communications, and entrepreneurship. It can be used to teach the distinction between positioning (i.e., identifying the right consumer segments and the most compelling point of differentiation) and marketing tactics (e.g., product, price, distribution, and communications). This case will help students appreciate the critical role of marketing and, in particular, positioning which requires strategic alignment between a brand’s benefits and consumers who will appreciate them. After working through the case and assignment questions, students will be able to <ul><li>conduct a thorough competitor analysis; </li><li>undertake a detailed analysis of consumers; </li><li>understand the concept of positioning; </li><li>generate financial estimates using segment sizes, potential reach, and conversion rates to evaluate the feasibility of various positioning and communications options; and </li><li>build a communications plan motivated by a clearly articulated market position. </li></ul> Marlow: Building the Ultimate Reproductive Health Brand, Ivey product no., W27289, addresses a similar decision point and similar issues at the introductory/undergraduate level. https://www.iveypublishing.ca/s/product/marlow-building-the-ultimate-reproductive-health-brand/01t5c00000D687bAAB

• marketing
• strategy
• positioning
• female
• entrepreneurship
• innovation
• menstrual products
• disruption