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http://hdl.handle.net/11718/27858| Title: | Case study on 'Soqo' |
| Authors: | Dai, Lune Lakshmi Saikia, Pratyush Pratap |
| Keywords: | Menstrual underwear - India - Marketing;Women-owned business enterprises - India - Case studies;Small business - Strategic planning - Decision making |
| Issue Date: | 1-Jan-2023 |
| Publisher: | Indian Institute of Management Ahmedabad |
| Abstract: | Perched on her balcony on a rainy Sunday morning, Jhanvi found herself reflecting on the future trajectory of her brand, SOQO. As an innovative innerwear enterprise, SOQO’s flagship product—underwear designed specifically for menstruation—offered a groundbreaking alternative to traditional options such as pads, tampons, and menstrual cups. A year after its launch, however, Jhanvi sensed that something was amiss. She realized that a strategic shift was necessary to ensure the business's continued growth. On one hand, she envisioned positioning SOQO as a premium brand that would command exclusivity and higher margins. On the other hand, a conversation with Vineeta Singh, Founder and CEO of Sugar Cosmetics, introduced a compelling counterpoint: making SOQO more affordable and accessible to the masses. As raindrops gently fell onto her balcony, Jhanvi weighed both options with care, fully aware that her next move would be pivotal in shaping the brand’s future in the competitive menstrual hygiene market. |
| Description: | Perched on her balcony on a rainy Sunday morning, Jhanvi found herself reflecting on the future trajectory of her brand, SOQO. As an innovative innerwear enterprise, SOQO’s flagship product—underwear designed specifically for menstruation—offered a groundbreaking alternative to traditional options such as pads, tampons, and menstrual cups. A year after its launch, however, Jhanvi sensed that something was amiss. She realized that a strategic shift was necessary to ensure the business's continued growth. On one hand, she envisioned positioning SOQO as a premium brand that would command exclusivity and higher margins. On the other hand, a conversation with Vineeta Singh, Founder and CEO of Sugar Cosmetics, introduced a compelling counterpoint: making SOQO more affordable and accessible to the masses. As raindrops gently fell onto her balcony, Jhanvi weighed both options with care, fully aware that her next move would be pivotal in shaping the brand’s future in the competitive menstrual hygiene market. |
| URI: | http://hdl.handle.net/11718/27858 |
| Appears in Collections: | Student Projects |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| SP003619.pdf Restricted Access | 107.06 kB | Adobe PDF | View/Open Request a copy |
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