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The surge in coronavirus disease (COVID-19) cases in India raises the need to study the variables that affect product and category choices, consumer buying preferences and consumrs' future spending. The purpose of the research is to analyse the purchasing behaviour of Indian consumers with regard to health and hygiene products, taking into consideration the impact of the current pandemic crisis.

Using purposive sampling criteria, a web-based questionnaire was circulated and a total of 411 responses were received.

The results assert that variables such as awareness of social distancing, brand-cause fit, word-of-mouth (WOM) publicity, altruist attribution, perceived usefulness and social norms have significant impact on trust and perceived values, which ultimately leads to consumer's purchase intention towards health and hygiene products. In addition, the model detects the moderating role of health consciousness.

The empirical findings will help marketers in designing their strategies to enhance consumer purchase intention with regard to health and hygiene products in the current pandemic situation.

The study enriches the emerging literature with regard to the impact of COVID-19 on health and hygiene products retailing.

The case study offers a unique teaching tool to the instructor and learners. Very few cases offer a product and segmentation dilemma in a single problem. The discussion would enable learners to:

– conduct a situational analysis by using frameworks such as the 5C and SWOT;

– understand different kinds of segmentation options that a firm can consider;

– understand the nuances of making a viable and actionable new product launch decision;

– analyze the pros and cons of a segmentation decision and comprehend how the decision will impact the firm’s marketing and/or business strategy.

Sirona Hygiene Private Limited was a young startup founded in 2015 by Deep Bajaj. The firm had three brands under its umbrella, namely, female hygiene (Peebuddy), menstrual hygiene (Sirona) and protection and wellness (BodyGuard). Though the firm was recognized for feminine hygiene products, the pandemic boosted the sale of BodyGuard face masks and hand sanitizers.

The sanitizer market was growing, and protection and sanitization products were now part of every consumer’s daily ritual. As BodyGuard now had some brand recognition, Sirona could consider expanding the sanitizer line with a natural new product formulation. However, the expansion decision could have short- and long-term impacts on BodyGuard and Sirona Hygiene. The decision could be two-pronged, involving a product line expansion and revisiting the BodyGuard segmentation strategy. Currently, the BodyGuard range was focused on business-to-consumer (B2C) users, but volumes were higher in business-to-business (B2B). Second, BodyGuard was a forced fit brand amongst the Sirona family of feminine products

Thus, as Sirona considered a new product opportunity, assessing the viability of a possible move to the B2B segment may be prudent. However, the BodyGuard range also had mosquito repellents and baby products, which were essentially a B2C option, so was it more practical to stay as a B2C brand? Furthermore, if BodyGuard stayed a B2C brand, should it consider a demographic segmentation, or was a psychographic approach more beneficial in a cluttered commoditized space such as sanitizers? Which approach would build a consumer–brand connection? Or should the brand straddle both segments? Finally, the firm would also need to assess the BodyGuard segmentation strategy from the overarching Sirona business strategy.

The case can be used for a foundation course in Marketing and/or an advanced elective on Product Management or Marketing Strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

The learning objectives of this case study are listed below: • What is corporate social responsibility (CSR)? • The role of CSR in creating opportunities to growth. • Distinguish the ways in which social marketing evolved differently in urban and rural areas. • Obstacles in CSR • CSR beyond the competition.

The case of CSR by Reckitt Benckiser (RB) follows the marketing practices through purpose-led marketing through CSR. RB Pakistan Limited is a fast-moving consumer goods provider in Pakistan following a vision of the world where people are healthier and live well. The purpose is to make a difference by giving people innovative solutions for healthier lives and happier homes. This means they are expending their capabilities and investing in innovation to stay ahead of the game. RB is trying to achieve this vision by following the strategy of health and hygiene awareness in rural marketing through various types of communications, by introducing low price products to reduce diarrhea and open defecation. In urban areas, the young generation is the trend creators and they are much involved in awareness of state of the world. RB is committed in providing innovative solutions with the help of well-organized programs such as reaching new moms, educating them and providing awareness sessions in schools to students for handwashing practices. RB carries these activities with the help of non-government organizations and small support of Government of Pakistan.

This case is appropriate for MBA (Marketing) courses. The case explains the significance of CSR in capitalizing the growing trend and unleashing untapped areas and remaining competitive by providing innovative solutions. The case can be taught to the strategic marketing students.

CSS 8: Marketing.

Teaching Notes are available for educators only.

Access to good menstrual products is a human rights issue. Yet, there are rising health concerns of women regarding traditional–plastic sanitary napkins. The usage of these products has raised apprehensions towards the environmental pollution due to the plastic content. The solution for both these issues lies in the sustainable menstrual products. As menstruation is a public health issue, this study aims to identify the role of health beliefs on attitude of women towards sustainable menstrual products.

A survey was conducted for the purpose of data collection. The study uses questionnaire as a research instrument to gain an insight on women health beliefs towards sustainable menstrual products. Data was collected from 527 women respondents through convenience sampling. SPSS and Smart-PLS 4 were used for analysing the data.

Results of the study indicate that all the health belief perceptions had a significant impact on attitude. Women with more positive health belief and less negative health beliefs are the potential consumers for sustainable menstrual products.

To the best of the authors’ knowledge, this the first study that uses health belief model to explore and add to the menstruation literature especially sustainable menstrual hygiene.

Teaching Note and Exhibits.

The learning outcomes are as follows. The case offers a rare opportunity to understand the unique market dynamics of feminine health and hygiene products in an emerging market. The discussion would enable learners to comprehend different stages of “new product development process”; understand “diffusion of innovation” and consumer adoption process; conduct a comprehensive situation analysis to assess segment attractiveness; and plan market-driven “product commercialization” strategies to increase adoption and sales for long-term performance.

Peebuddy – “India’s first portable female urination device” that gave women the freedom to stand and pee in unfriendly toilets was launched in 2015. Over two million units were sold by December 2019. Riding on this success, Deep Bajaj – the creator of Peebuddy built a 20-product company from a small bootstrapped start-up, over a four-year period. After receiving two rounds of funding, Bajaj knew that for the next phase of expansion, he needed to showcase Peebuddy as the star product. Facing the challenge of getting over the chasm of limited adoption of an unconventional product in the intimate feminine hygiene and almost taboo space in an emerging market such as India, Bajaj was determined to retain the first mover advantage and emerge as the leader in the category. For this, he had to define his lead user distinctly and design appropriate strategies to increase consumer reach and sales that could overcome the challenges of cultural stereotypes.

MBA-level courses in marketing management (core), consumer behavior and product management.

CSS 8: Marketing.

A pitch deck for Girlythings has been provided as a supplementary material for this case. Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes

In the light of the case and the accompanying case questions, the students should understand the following: socio-cultural perspectives in adopting the use of taboo products in an emerging economy and a conservative society such as Pakistan; role of government and non-governmental agencies in influencing policy framework; the application of the theory of planned behavior in channeling positive attitudes toward the use of personal hygiene products; peculiarities of formulating an expansion strategy for entrepreneurial ventures; and idiosyncrasies of developing effective business pitches.

Founded in early 2018, Girlythings was a young startup spearheaded by Tanzila Khan. It aimed at not only improving the availability of sanitary products in the emerging Pakistan market but, over and above, also removing the stigma attached to the topic of menstruation in the society. While the startup was still nestled at an incubation center, the protagonist faced the utmost challenge of deciding the fate of the venture due to the taboo nature of the product. This case is a rich description of the stigma that prevails on the topic of women health in conservative societies like Pakistan. It will help students appreciate the idiosyncrasies of operating in emerging markets and spearheading ventures that deal with sensitive issues.

This case is geared toward undergraduate students enrolled in courses of strategy, strategic marketing and entrepreneurship.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 3: Entrepreneurship

Access to good menstrual products is a human rights concern. It is essential for normalising the life during menstrual cycles by making available all the resources necessary for managing them. Sustainable menstrual products are the novel products which can improve the women menstrual lifestyles and reduce the discomfort associated with menstruation. However, these products are not readily adopted by the women due to their perception resulting from various factors. Hence, this study aims to figure out these perceptions, which can promote and hinder the adoption of these products.

A survey was conducted for the purpose of data collection. The study uses questionnaire as a research instrument to gain an insight on women health beliefs towards sustainable menstrual products. Data was collected from the women respondents through convenience sampling. Structural equation modelling was applied to analyse the data.

The findings suggest that women with appropriate knowledge had a positive perception towards the sustainable menstrual products, further leading to positive behaviour. It was also noted that marketing efforts through cues to action had an impact on their behavioural patterns. The policymakers and the marketers can focus on such prospects to advocate the use of sustainable menstrual products so that healthcare is improved.

To the best of the authors’ knowledge, this is the first study that provides a comprehensive framework for analysing the impact of women health beliefs towards behaviour of sustainable menstrual products. The study adds meaningful insights to the sustainable menstrual literature.

This study aims to describe the compounding factors in a complex emergency, which exacerbate a cholera epidemic among vulnerable populations due to supply chain disruptions. Basic needs such as food, medicine, water, sanitation and hygiene commodities are critical to reduce the incidence rate of cholera and control the spread of infection. Conflicts cause damage to infrastructure, displace vulnerable populations and restrict the flow of goods from both commercial and humanitarian organizations. This study assesses the underlying internal and external factors that either aggravate or mitigate the risk of a cholera outbreak in such settings, using Yemen as a case study.

This study adopts a system dynamics methodology to analyze factors that influence cholera outbreaks in the context of the Yemeni Civil War. A causal loop diagram with multiple components was constructed to represent the complexities of humanitarian situations that require critical decision-making. The model was built using data from humanitarian organizations, non-governmental organizations and practitioners, along with literature from academic sources. Variables in the model were confirmed through semi-structured interviews with a field expert.

Compounding factors that influenced the cholera outbreak in Yemen are visualized in a causal loop diagram, which can improve the understanding of relationships where numerous uncertainties exist. A strong link exists between humanitarian response and the level of infrastructure development in a country. Supply chains are affected by constraints deriving from the Yemeni conflict, further inhibiting the use of infrastructure, which limits access to basic goods and services. Aligning long-term development objectives with short-term humanitarian response efforts can create more flexible modes of assistance to prevent and control future outbreaks.

The model focuses on the qualitative aspects of system dynamics to visualize the logistics and supply chain-related constraints that impact cholera prevention, treatment and control through humanitarian interventions. The resulting causal loop diagram is bounded by the Yemen context; thus, an extension of the model adapted for other contexts is recommended for further study.

This study presents a systematic view of dynamic factors existing in complex emergencies that have cause-and-effect relationships. Several models of cholera outbreaks have been used in previous studies, primarily focusing on the modes and mechanisms of transmission throughout a population. However, such models typically do not include other internal and external factors that influence the population and context at the site of an outbreak. This model incorporates those factors from a logistics perspective to address the distribution of in-kind goods and cash and voucher assistance.

This study has been aligned with six of the United Nations Sustainable Development Goals (SDGs), using their associated targets in the model as variables that influence the cholera incidence rate. Recognizing that the SDGs are interlinked, as are the dynamic factors in complex humanitarian emergencies, the authors have chosen to take an interdisciplinary approach to consider social, economic and environmental factors that may be impacted by this research.

This paper provides an insight into the underlying inter-relations of internal and external factors present in the context of a cholera outbreak in a complex crisis. Supply chains for food; water, sanitation and hygiene; and health products are crucial to help prevent, control and treat an outbreak. The model exposes vulnerabilities in the supply chain, which may offer guidance for decision makers to improve resilience, reduce disruptions and decrease the severity of cholera outbreaks.

The purpose of this paper is to discuss innovative consumer marketing approaches for simultaneous business success and social empowerment at the bottom of the pyramid (BOP) or in subsistence marketplaces.

The paper draws from a research program comprising qualitative methods as well as case study analyses. The central aspect of the approach to this topic is that it is a bottom‐up perspective grounded in understanding consumers. The theoretical scope of the paper includes consumption, entrepreneurship, and social capital in impoverished environments.

The authors' key finding is that businesses must follow three principles for consumer marketing – deep understanding of subsistence consumer psychology, social embeddedness, and entrepreneurial empowerment.

This research has implications for theoretical and empirical advancement in the areas of structuring marketing activities, social embeddedness of marketing, and consumer policy.

This research has implications for several aspects of consumer marketing strategy. The authors categorize these under the following: marketplace research, marketplace solutions, value propositions, communications, partnerships, harnessing social capital, designing marketing structure, and evolving the marketing mindset.

This paper suggests that consumption and entrepreneurial productivity are inextricably linked in subsistence contexts with important implications for consumer marketing. The paper has value to BOP researchers and BOP business practitioners wishing to take a nuanced view to understand their markets and serve them better.

In recent decades there has been a tendency towards a “standardization” in the consumer habits of people living in countries with advanced economic development. This has been caused both by the change in the products available and in lifestyles and by the “power” acquired by modern distribution channels (large retail distribution). Apart from this development, however, there has been increasing interest, particularly in the last ten years, in dietary, health and hygiene products characterized by high quality production and content, which may or may not be closely connected with the history and/or culture of the territory. In order, therefore, to understand the mechanisms that regulate the consumer market of organic produce better, a survey was carried out to define the use, purchase and sensitivity to the price of these products in relation to the preferences expressed by consumers as regards the benefits associated with the consumption.