BURNOL

The Burns Specialist

An Overview

Burnol was first burns relief ointment for six decades.

Mid 1960 burnol become an integral part of the Indian

house wifes 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.

Reasons for sales stagnation: 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.
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&Ms 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.

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.

SWOT in the past

 65 year old legacy

Brand recall

Monopoly
Intensive Growth

Financial Crisis
Frequent change of
ownership

Strengths

Weakness

Opportunities

Threats
Threat of new entrants
Introduction of safety
cooking

SWOT at present

 Strong Brand recall

A respected brand among
educated class.

A Burns specialist

Defective core marketing plan

Strengths

Weakness

Opportunities

Threats
Perception of customers
Stiff Competition
Market Dynamics

THANK YOU