Consumer Behaviour NMIMS Apr 19

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Consumer Behaviour NMIMS Apr 19

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Q1. Horlicks is an iconic health drink for kids. Over the years, the brand has introduced several variants of Horlicks. What is segmentation and targeting? Identify the type of segmentation done for each of the following:
1. Horlicks Chocolate for fussy children who like fun flavors
2. Mother’s Horlicks for pregnant women and lactating mothers
3. Junior Horlicks for newborns and infants
4. Horlicks Lite for calorie-conscious adults
Q2. Consider you are the marketing manager for a Protein supplement brand- MuscleOctane. MuscleOctane is a whey protein supplement targeted towards gym-goers who do heavy weight lifting and have protein requirement which are not met by regular diet. In context of Maslow’s Hierarchy of Needs, conceptualize 2 ad campaigns for MuscleOctane that appeal to the Self-actualization need and the Safety need.
Q3. Enumerate the steps in a consumer’s decision-making journey for the following situations.
A) You have recently become conscious of your physical fitness and have started running 5 times a week. You think investing in a high-end fitness band will keep you motivated and help you monitor your progress. Being a complete newbie to fitness, you don’t have much of an idea about brands, features, pricing, important criteria, etc.
B) You’ve always used Paracoco, a coconut oil brand, since childhood and saw your mother using it too. After years of using Paracoco, your needs have changed. With the recent trend of cold-pressed, organic, virgin coconut oils you decide to switch to another brand.

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