A new direction and business plan for developing and commercializing adult incontinence products in China

The adult incontinence market in China has been considered as one of the fastest-growing market, given the growing aging population and rising income spending. However, despite the boom in registered incontinence brands, the market has a low penetration of only four percent, of which only one-fifth of the products is designed for lighter incontinence leakage, a problem thirty percent of women struggled postpartum and many more who enjoy an active lifestyle. Unavailability of such products led consumers to seek inappropriate alternatives and worsen their condition physically and emotionally. There is a need for research to understand this group of consumers and their attitudes toward this issue. Therefore, the main purpose of this study is to identify various strategies to increase customer awareness and demand. Moreover, this paper presents a business plan based on factors that influence consumer's buying behavior, the competitive advantage of DTC business model, and potential marketing and sourcing strategies. The vision of the startup is to normalize the seeking of solutions for the consumers and, in return to steer the industry back on the right track.

Name thesis:degree_name

Master

Department dc:contributor.department

Sloan School of Management

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2020

Author dc:creator

• Chai, Lucia Y.

Advisor dc:contributor.advisor

• Michael A. Cusumano.

• Sloan School of Management.

Statement dc:rights

• MIT theses may be protected by copyright. Please reuse MIT thesis content according to the MIT Libraries Permissions Policy, which is available through the URL provided.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

https://hdl.handle.net/1721.1/127097

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/127097