Positioning the Taboo Product: PeeBuddy

Jitender Kumar, Sweta Dixit, Ashish Gupta and Mridul Dharwal

FIIB Business Review, 2024, vol. 13, issue 5, 517-527

Abstract: PeeBuddy, the first portable urination device for Indian women, has been around for close to seven years; still, it is struggling to break the taboo of serving as a portable urination device for Indian women treated as a taboo product in India. It has been hard to convince the Indian populous at large. Although Bajaj had done tremendous work over the years, much remained to be done. The critical task is to position PeeBuddy, such that Indian women should understand the purpose of the product, a brand, without hurting their sentiments. Bajaj knows that convincing Indian women and shifting them to any urination device required a shift in their mindset, which was hard to achieve.

Keywords: PeeBuddy; positioning; segmentation; taboo product; targeting (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:fbbsrw:v:13:y:2024:i:5:p:517-527

DOI: 10.1177/23197145231151737

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