A Delicate Balance for Ruby Cup: Profitability and Sustainability At the Base of the Pyramid

Aneel Karnani ()
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Aneel Karnani: University of Michigan

A chapter in A Casebook of Strategic Corporate Social Responsibility, 2022, pp 67-84 from Springer

Abstract: Abstract The social enterprise, Ruby Cup, intends to bring a menstrual hygiene solution to women and girls in the ‘bottom of the pyramid,’ starting with its test market in Kenya. The Ruby Cup is a silicone cup with a 10-year lifetime that collects the menstrual fluid, rather than absorbing it like pads and tampons. This case explores the challenges of creating marketing, pricing, sales and distribution strategies based on the needs of those living in BOP markets. In the end, the company leaders found that their strategy was not viable, and they had to change Ruby Cup’s business model to target middle-class consumers.

Date: 2022
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DOI: 10.1007/978-981-16-5719-1_5

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