The VKD marketed and was owned by Bioinfinity, a three-man, start-up company. Despite being an innovative and award winning product, its marketing strategy was challenging as its target market was Malaysian girls, the majority of whom were uncomfortable and traditional with discussing these sorts of medical issues.
Because of this, developing product consciousness and training girls had been a challenge. The market development director of Bioinfinity needed to think of ways to grow the company. He was also considering whether the VKD was ready to compete in established markets such as the United Kingdom, the United States, and Australia.
PUBLICATION DATE: June 28, 2016 PRODUCT #: W16387-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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