Abstract
Changes in business environments continually create opportunities for entrepreneurs to target specific emerging needs of their customers. The first disposable female urination device (FUD) PeeBuddy was launched in the Indian market in response to the emergent need among the urban women for a product facilitating safe usage of public washrooms, especially during travel. PeeBuddy is among the many social innovations (Alvord et al., 2004, p. 262), making prominent appearances in emerging economies battling resource constraints (Austin et al., 2006).
The purpose of this case is to understand the ideation and execution of this social innovation in the context of countries like India where cultural traditions and subjective norms are held in high regards. In India, issues surrounding women’s personal hygiene are considered taboo for public communiqué. This case explores the use of social media marketing approaches used to circumvent extant cultural barriers hindering the adoption of PeeBuddy, which may be considered as a taboo product in the context of the Indian market.
This case is aimed at students undertaking advanced marketing management and consumer behaviour courses to sensitize them about subjective norms and their deep integration within culturally dominated communities. It will establish the need for adopting innovative methods for marketing taboo products and how creativity can be used to retail such products.
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