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Product cover image for Marlow: Building the Ultimate Reproductive Health Brand

Marlow: Building the Ultimate Reproductive Health Brand

Ian Dunn, Raphael Bender Bennett

Product #:W27289
Supplier:Ivey
Discipline:Marketing
Setting:Canada, 2021
Details:Case (PDF) • 8 pages • 2022-05-09

Subjects:

Product managementBusiness managementSales and marketingMarketing

Industries:

Fabrication and manufacturing

Geography:

North AmericaCanada
Your Price:$10.54

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In August 2021, the founders of We are Marlow Corporation (Marlow) were considering the company’s future. Marlow was a direct-to-consumer (D2C), subscription-based business that sold lubricated tampon kits. The company was about to receive full approval from Health Canada to sell its products and the founders needed to shift their focus to a marketing strategy for their upcoming launch. They needed to decide on their target market and pricing scheme and how they would allocate their promotional budget to sell as many units as possible. The founders wanted a plan that would contribute to Marlow’s long-term sustainability and growth.

Learning Objectives

This case is best suited for an undergraduate-level business course where it can be used as an introduction to marketing management that incorporates a number of concepts such as product, price, promotion, placement, and target market. For a thorough case analysis, students should complete the following:
  • Analyze a company’s internal capabilities, compare the company to its competitors, understand the context of the industry, and evaluate its main customer groups.
  • Create a comprehensive and well-informed marketing plan that includes deciding on a target market, formulating a pricing model, and designing an advertising plan.
Marlow: Disrupting the $50 Billion Menstrual Product Market, Ivey product no., W30123, addresses a similar decision point and similar issues at the undergraduate/graduate level. https://www.iveypublishing.ca/s/product/marlow-disrupting-the-50-billion-menstrual-product-market/01t5c00000CcmA7AAJ.
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Case Study: Marlow: Building the Ultimate Reproductive Health Brand (English version) | Ivey Publishing