Sirona Hygiene Private Limited: Branding in an Intimate Hygiene Space
商品編號：9B21A002
出版日期：2021/02/10
再版日期：2021/02/10
商品來源：
商品主題：Marketing
商品類型：Case (Field)
涵蓋議題：product line;brand strategy;startup
難易度：5 - MBA/Postgraduate
內容長度：16 頁
地域：India
產業：Manufacturing;
事件年度：2019
Sirona Hygiene Private Limited (Sirona Hygiene) started operations in 2015 with its launch of PeeBuddy—a portable urination device for women. For Sirona Hygiene, the first four years had been extremely satisfying, as the company was able to launch five unique products and 15 differentiated products across its three brands—PeeBuddy, Sirona, and BodyGuard. Each brand had its own unique value proposition and operated in a different product space. The company’s founder was looking for additional funding as he moved toward achieving his mission of tripling the company’s growth by 2022. When it came to investor mindsets, most investors were traditional in their thinking and sought to invest in single brands. As such, the company’s founder was considering consolidating all of the brands under the corporate brand—Sirona Hygiene. Brand articulation, strategy formulation, and fundraising were all interlinked, and to steer the firm to its next journey, a sequential path was imperative. The question was clear, but there were no straight answers.
教學手冊：8B21A002;
補充材料：