Scribd Logo
Unggah

Selamat datang di Scribd!

  • Burnol Case Study

    Diunggah oleh

    Shailesh Bhadra
    377 tayangan7 halaman
    The document discusses Burnol, an antiseptic cream that is mainly used as a remedy for burns but has failed to capture more of the market. It suggests that Burnol be repositioned and advertised for multi-use purposes beyond just treating burns, as Vicco turmeric cream has done successfully by positioning itself as an antiseptic, moisturizing, and after-shaving cream. However, past repositioning attempts of Burnol have failed due to consumer mindset of viewing it only as a medicine for burns rather than a multi-purpose cream.

    Deskripsi Asli:

    burnol presentation

    Judul Asli

    Burnol Case study.ppt

    Hak Cipta

    © Attribution Non-Commercial (BY-NC)

    Format Tersedia

    PPT, PDF, TXT atau baca online dari Scribd

    Apakah menurut Anda dokumen ini bermanfaat?

    Apakah konten ini tidak pantas?

    Laporkan Dokumen Ini
    The document discusses Burnol, an antiseptic cream that is mainly used as a remedy for burns but has failed to capture more of the market. It suggests that Burnol be repositioned and advertised for multi-use purposes beyond just treating burns, as Vicco turmeric cream has done successfully by positioning itself as an antiseptic, moisturizing, and after-shaving cream. However, past repositioning attempts of Burnol have failed due to consumer mindset of viewing it only as a medicine for burns rather than a multi-purpose cream.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    377 tayangan7 halaman

    Burnol Case Study

    Diunggah oleh

    Shailesh Bhadra
    The document discusses Burnol, an antiseptic cream that is mainly used as a remedy for burns but has failed to capture more of the market. It suggests that Burnol be repositioned and advertised for multi-use purposes beyond just treating burns, as Vicco turmeric cream has done successfully by positioning itself as an antiseptic, moisturizing, and after-shaving cream. However, past repositioning attempts of Burnol have failed due to consumer mindset of viewing it only as a medicine for burns rather than a multi-purpose cream.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 7

    Nidhi Rathi Shashank Shekhar Abhishek Sawant Sonia Sharma Saleem Dalwai Nitesh Purohit

    Significant issues
    Burnol usage in the market
    Burnol positioning Failure to capture market share Assumption of a product as ONLY medicinal

    treatment.

    Consumer involvement
    As 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 attempts


    Mindset 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.

    Anda mungkin juga menyukai