Red Resurrection : The Challenges Faced by Scandinavian Vendors when Marketing the Menstrual Cup

Abstract: It is argued in this thesis that the stigmatization of menstruation and the atypical product features of the menstrual cup constitute a unique marketing challenge for vendors of the menstrual cup. The purpose of this study is therefore to investigate these issues and the ways in which Scandinavian vendors approach them. Further, the possible effects of this approach on the rate of adoption of the menstrual cup are analyzed. In order to do so, interviews with four Scandinavian vendors of the menstrual cup were conducted. The main findings are that the stigmatization of menstruation is the most influential factor in the marketing of the menstrual cup as it hinders the spreading of knowledge about menstruation and the menstrual cup. It is found that the vendors take an educational approach in order to spread information, which in turn enables learning. Information is spread primarily through word-of-mouth.