The Case study of case 3.2

High School ・Business ・MLA

Embrace focuses on the rural market in a developing country on the grounds that as certain research as proven, hypothermia is the main source of death for babies. Parents need sufficient funds to take their infants, if born premature, to the emergency clinic for incubation. Also, from this analysis, some parents are driven away from the emergency clinic ahead of schedule to provide for family needs leaving the kids powerless. The target market is appealing due to closeness to the clinics. The appealing target market is also due to the fact that having warmers at home is more cost effective than having a child in an incubator. Moreover, the group is probably going to have an individual attraction selling the warmers at home. Furthermore, the team is likely to have a personal appeal selling the warmers to the parents back in the villages which are a good recipe for sales.


The first research they did was on the incidences of infant death due to hypothermia, and they discovered that out of the millions of children born every day in the developing countries, a million of them die within twenty four hours. Embrace founders also researched on the consumer attitude in regards to the western products and realized that the Indian women consider them strong. In that regard, they noted that the women would lower the infant warmer temperature to 30degrees Celsius instead of the recommended 37 degrees Celsius which then would risk the life of the baby.


The team used prototyping techniques such as brainstorming and surveying to get customer feedback. Among the things they discovered is that that the mothers in law in India make most decisions regarding newborns and this would then mean that they would have to form a close alliance with them for full cooperation. Furthermore, the founders also discovered that customers were unwilling to buy the warmer at the set price and instead would rather rent it thus prompting them to adjust the prices accordingly.


While conducting a feasibility analysis for the infant warmer, the issues under consideration would be the accessibility of electricity in the village and hence acquire a backup heater. As a team, it would also be important to evaluate the proximity of the hospitals in some of the target markets. The warmer would evidently do better in arrears that are far from the hospitals.

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