Rachel Braun Scherl and Mary Wallace Jaensch are marketing consultants for J&J who uncover the opportunity to buy Zestra Laboratories, a South Carolina company which makes a product proven to improve women’s sexual health. The case explores the process by which the team conducted diligence, raised funding, and eventually bought the assets of the company out of bankruptcy. It covers the challenges of changing a retail business model to a hybrid of retail and direct-to-consumer, as well as the marketing challenge of connecting with a target customer about a need that is not often publicly discussed.
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