The Band-Aid was invented in 1920 by Earle Dickson, an employee of Johnson & Johnson, for his wife Josephine Dickson, who frequently cut and burned herself while cooking. The prototype product allowed his wife to dress her wounds without assistance. Dickson, a Highland Park, New Jersey resident at the time, passed the idea on to his employer who then went on to produce and market the product as the Band-Aid. Dickson had a successful career at Johnson & Johnson, eventually becoming a Vice President at the company before his retirement in 1957. BAND AID TIMELIME:
BAND AID HISTORY
Entered India in 1978
Traditional ointments and the Indian belief that wounds and cuts should be kept open because open wounds heal faster. INITIIAL POSITIONING:
In earlier days most of the households had the bottle of tincture iodine which was considered as the best solution for cuts and bruises. Kids used to hate this because the pain will be excruciating when tincture iodine is applied to cuts. INITIAL STRATEGY: Band-Aid comes with a red coloured medicine inside (Benzalkonium) which resembled Iodine. This enabled early adoption of this brand and Band-Aid was called “Lal Dhawa WaliPatti" which became the USP .If the medicine colour had not been red, Band-Aid would have tough time convincing mothers. The Kids also loved the brand since they were relieved of the pain of Tincture iodine. STRATEGY TO BOOST BRAND ACCEPTABILITY: Band-Aid also tried to educate mothers about the possible problems in keeping the wounds open because of dust infections caused by it. GROWTH PHRASE STRATEGY: Band-Aid was a brand that changed with time and it keenly watched the consumers and tried to identify their needs. The company had valuable consumer insights that created the first water proof Band-Aid in India. The main weakness for bandages was that it used to come off easily when wet. This prevented the category usage to certain extent. The waterproof...
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