burnol case study.ppt

Nidhi RathiShashank Shekhar

Abhishek SawantSonia Sharma

Saleem DalwaiNitesh Purohit

Significant issuesBurnol usage in the marketBurnol positioningFailure to capture market shareAssumption of a product as ONLY medicinal

treatment.

Consumer involvementAs per the product name suggests, it is

mainly a ‘’Burn ‘’ remedy.Consumers use it only as a medicine-ONLY

WHEN REQUIRED.Mainly only when NEED is realised.

Strategies to overcome Name the product in a different way, ‘’BURN

‘’ represent only a product to be used when there is any skin burn.

Advertise and try to change the approach of consumer towards the product.

Eg- Vicco turmeric cream has been positioned for Multi usage like burns, Antiseptic cream, After shaving cream, Moisturiser cream etc.

New positioning can yield additional usage to increase the sale of product.

Failure of repositioning attemptsMindset towards the product- A medicine.Name- a problem to beat the consumer

mindset , that it could be used even for other purposes.

Ads- mainly shown the usage when there is any skin burn, not as any other usage like moisturising cream.

Communication- Can do better if repositioned like Boro plus or Vicco cream as a multi use product.