NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Consumer Behaviour

Internal Assignment Applicable for December 2020 Examination

1. Which psychological factor or factors of motivation, perception, learning, and attitude is Lifebuoy trying to target in India (10 Marks)

2. Reading the case above suggests the segmentation, targeting, and positioning Lifebuoy is trying to achieve. (10 Marks)
3. Lifebuoy has channelized its hygiene habit formation efforts through various campaigns and events in India as discussed in the case above. Given, that you are a brand manager of Lifebuoy

a. Discuss, what are the other promotional tactics, you will use to make these campaigns intensify in rural India.

b. Basic Hygiene and cleanliness falls under which cultural value component. Discuss how as a Lifebuoy brand manager you are planning to address it in India.