BURNOL reviving strategy
BURNOL
BURNOL: PAST TO PRESENT
Antiseptic cream.
65 year’s old brand.
Boots pure drug co imported burnol .
25 gm at a rupee
Burnol have a recall value of about
90%.
Yellow colour tube resembles turmeric paste which was considered as traditional burn relief .
Burnol quickly climbed the sales as it become integral part of Indian housewife. Introduction of safe cooking practices reduced the sales and repurchase of the product to minimum.
1967’s saw Boot’s attempts to broaden its market by stating Burnol’s antiseptic effects over cuts and wounds didn’t work. Efforts like repositioning as ‘Antiseptic burnol’ and changing colour from staining turmeric yellow to light yellow.
Knoll acquired boots.
Reckitt and Piramal bought the band from knoll. Relaunched as burnol 3 in 1 antiseptic cream.
Light colour and fragnance.
Again launched as a first aid cream.
Success didn’t last long due to ownership dispute. Dr Morepen acquired burnol for 8.5 crores in
2002.
MARKET STRUCTURE
Antiseptic market 210 crores.
Burns market around 30 crores.
Burnol generic status in this domain.
Considered must have in houses and first aid boxes
To increase market share it have to target other segments .
Repositioning burnol.
COMPETITION
1972 shield
Medigard from JL Morrison
Boroline started in 1929.They kept about
60% of antiseptic market.
Burnol had the burn market due to the generic nature of the product.
Dettol.Generic nature. Overcome antiseptic solution image with launch of
Dettol soap,handwash
HOW BRAND POSITIONING AFFECTED BURNOL?
Burn specialist from day 1.
Factors lead to that is
Earlier marketing embedded strong idea in consumers mind.
Even the name reinforced the idea .
Its effort to become an all in one cream not worked.
Some companies who owned the brand have financial crisis
Brand was not in their core marketing plan Incidence of small burn reduced
Low repurchase lead to
BURNOL: PAST TO PRESENT
Antiseptic cream.
65 year’s old brand.
Boots pure drug co imported burnol .
25 gm at a rupee
Burnol have a recall value of about
90%.
Yellow colour tube resembles turmeric paste which was considered as traditional burn relief .
Burnol quickly climbed the sales as it become integral part of Indian housewife. Introduction of safe cooking practices reduced the sales and repurchase of the product to minimum.
1967’s saw Boot’s attempts to broaden its market by stating Burnol’s antiseptic effects over cuts and wounds didn’t work. Efforts like repositioning as ‘Antiseptic burnol’ and changing colour from staining turmeric yellow to light yellow.
Knoll acquired boots.
Reckitt and Piramal bought the band from knoll. Relaunched as burnol 3 in 1 antiseptic cream.
Light colour and fragnance.
Again launched as a first aid cream.
Success didn’t last long due to ownership dispute. Dr Morepen acquired burnol for 8.5 crores in
2002.
MARKET STRUCTURE
Antiseptic market 210 crores.
Burns market around 30 crores.
Burnol generic status in this domain.
Considered must have in houses and first aid boxes
To increase market share it have to target other segments .
Repositioning burnol.
COMPETITION
1972 shield
Medigard from JL Morrison
Boroline started in 1929.They kept about
60% of antiseptic market.
Burnol had the burn market due to the generic nature of the product.
Dettol.Generic nature. Overcome antiseptic solution image with launch of
Dettol soap,handwash
HOW BRAND POSITIONING AFFECTED BURNOL?
Burn specialist from day 1.
Factors lead to that is
Earlier marketing embedded strong idea in consumers mind.
Even the name reinforced the idea .
Its effort to become an all in one cream not worked.
Some companies who owned the brand have financial crisis
Brand was not in their core marketing plan Incidence of small burn reduced
Low repurchase lead to