CASE SUMMARY ON BURNOL

Burnol was first burns relief ointment for six decades.

Mid 1960 burnol become an integral part of the Indian house wife’s life.

Mostly being used by the lower and middle class who was using either wood fed or kerosene cooking stoves.

in 1974 the tag line “HATH JAL GAYA? SUKAR HAI GHAR MEIN BURNOL JO HAI” created great market as a positive ad campaign and house care consciousness.

In 1980 due to social mobilization middle class homes switched to LPG and that also uses Electric spark lighters, replaced matchboxes and made kitchen more safer.

The product usage and awareness study conducted by IMRB, revealed that it is in the inert set of consumer mind but product purchased by 20% customers only.

Reasons for sales stagnation:-

Public awareness campaign ad “USE PLAIN WATER TO TREAT BURNS”.

Turmeric seen to stain the clothes

Relaunching and repositioning :-

Re - launched in tubes of 12gm and 30 gm.

Colour of the cream changed from yellow to non – staining light yellow.

New ad campaign urged “KEEP PRODUCT IN EASY REACH”.

This gave short increment in the sales

Relaunching and repositioning cont:-

Burnol repositioned as a multiple usage antiseptic

Re-launched as antiseptic burnol 3 in 1. colour was made even more lighter, dissociated with turmeric and given a new perfume.

This failed to gain the market as consumer has accepted it as burns ointment.

Unlearned the customer and reposition the product is a very difficult task.

Brand name changed and repositioned

In July 1997 product was sold to Reckitt Piramal, a JV for OTC

The product renamed as “BURNOL PLUS” and repositioned as a “FIRST AID CREAM”

In 1999 this was top brand on A&M’s chart and registered a good turnover.

In 2001 the Reckitt Piramal JV came apart and left the burnol alone.

It was unavailable in the market for almost half of 2001

In 2001 Dr. Morpen bought it and decided to launch the product in market without diluting the core brand values.

This is low involvement product as it is being sold OTC and price is low and risk associated with the product is low.

THE STRATEGY THAT CAN BE EMPLOYED TO CHANGE CONSUMER ATTITUDE TOWARD THE BRAND ARE :-

(a) ADDING BENEFIT:- some benefit can be added like, not burn ointment only, it can be used on cut mark, wound etc.

(b) CHANGING THE PACKAGING STYLE:- The packaging style may be improved so, that it will give better kitchen environment, appearance and ease of use.

LEVEL OF CONSUMER INVOLVEMENT

(c) CHANGING THE CRITERIA FOR EVALUATION:- The product is in the inert set of consideration. we should focus more on the positive attribute like fast burn pain reliever.

(d) CAUSE RELATED MARKETING:- The product should be linked to the cause and same must be promoted.

(e) The product should be associated with a special group or event, such as game event, organize cooking competition, advertise during cuisine show.

(f) CHANGING BELIEF ABOUT COMPETITORS BRAND:- The social class mobility is an important variable in determining where a consumer shop.

THE REPOSITION OF BRAND HAS FAILED DUE TO:-

(A) Social mobility.

(B) The safety awareness has increased among the people.

(C) Improvement in technology.

(D) The ad campaign which is almost away from the lower social class who actually needs the product.

THE APPROPRIATNESS OF COMMUNICATION MESSAGE IS VERY IMPORTANT DURING REPOSITIONING THE PRODUCT BECAUSE:-

(I) Social class groupings differ in terms of their media habits and how they transmit and receive communications.

(II) Each social class have different level of knowledge and accordingly his attitude about the product.

(III) The upper class acts as local opinion leader to the lower social class and also he try to portray it.