1.

Which psychological factor or factors of motivation, perception, learning,

and attitude is Lifebuoy trying to target in India
Ans: Motivation and perception
 Washing away germs to keep you protected and healthy.
 It delivers a promising safe health for the family.
 It not only keeps you safe but also gives a very distinct perfume to
make every bath enjoyable
 Motivating to rural and urban with various campaigns

2. Reading the case above suggests the segmentation, targeting, and

positioning Lifebuoy is trying to achieve
Ans: The ways through which Lifebuoy is trying to achieve is
Segmentation
Geographic Segmentation
 Area Size: Urban, Semi-Urban, Rural
Demographic Segmentation
 Age: 6 and above
 Gender: anyone
 Income- Low to upper level
 Target Area- Lower income group
Psychographic Segmentation
 Social Class: Middle & Lower
 Lifestyle: outdoor oriented, sports oriented
Targeting
Target age: from 6 and above
Gender: Everyone
Positioning
POSITIONING- The Indian soap market is huge, diverse and constantly evolving.
In terms of benefits sought by consumers, the market can be divided into four
broad segments – health, naturals, beauty and freshness. Lifebuoy is been

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 positioned by its uses & applications. It is been positioned as a complete family
health soap.
POSITIONING OF LIFEBUOY PRODUCTS
 Lifebuoy Total mothers with active kids
 Lifebuoy Deo Fresh young adults who lead active lifestyles
 Lifebuoy Active Green As herbal soap
 Lifebuoy Gold Care for sensitive skin
 Lifebuoy Clear Skin for pimple free skin
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 discuss, what are the other
promotional tactics, you will use to make these campaigns intensify in rural
India.

Ans: If I am the Rural manager and I have to make more tactics for rural areas
then
 I would start advertising in schools and inform teachers to teach the
students to start using the product
 Then I would start with SHG to distribute those products to the known
people
 I would start with working with those small groups who provide
donation every year to villages as a goodwill to make the product known.
 I would go to arrange an interactive event/game and in return distribute
products as reward

Name: Solomon Pangi

Reg no: 121923601041
MBA ‘A’

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