Mama Needs to Rest: Marketing the Postpartum Experience

Mama Needs to Rest: Marketing the Postpartum Experience

  • Case
  • Teaching Notes
Abstract

Lisa Thompson is a middle-aged working mother, juggling a busy career with the demands of parenting her toddler son. Her family’s carefully maintained balance has been recently disrupted by a difficult pregnancy and she is worried about how she will be able to do it all once the new baby arrives. During one of her frequent doctor appointments, Lisa reads an advertising flyer that invites mothers like her to come to a focus group to discuss their postpartum experiences. Intrigued by the company’s promise to improve mothers’ lives, she gladly attends the session. At the meeting, Lisa meets Grace and Joy Pan, who own a chain of postpartum recovery centers in Taiwan and are interested in expanding their business in the United States. In order to tailor their business model for U.S. customers, the two women are looking to conduct market research and are gathering preliminary information based on testimonials from a sampling of U.S. mothers. After listening to their presentation, Lisa and other participants are deeply affected by the idea of a postpartum recovery experience and offer valuable input to help the Pans with their promising business venture.

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