Lunapads is a social mission driven business that is based in Vancouver, Canada. Since its establishment in 1993, the company has strongly pursued its mission of providing the best reusable menstrual products for women worldwide. Their business model not only revolves around making a profit, but also on supporting their commitment to being socially aware as well as producing environmentally-friendly products.
Our team has been appointed to develop a new strategy for Lunapads to enter an international market, while keeping in line with the company’s values.After much deliberation, it has been determined that the ideal market for Lunapads to pursue as its first international venture would be the Indian Bottom of the Pyramid (BoP) market.
India has a large and growing population, with over 70% of its people belonging to the BoP segment. This presents a great opportunity for Lunapads as the company would be able to benefit from potential economies of scale due to the sheer size of the market. Furthermore, there is a real need for affordable menstrual products in this segment as many of the women who are unable to purchase the existing products due to financial constraint end up resorting to unhygienic methods. Reusable menstrual products in this segment would provide financial savings to the Indian women as they would involve a one-time payment for a product that could last up to 10 years (Lunapads, 2016).
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Executive Summary Summary