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Management
CIA-3
BAND AID
BY,
AYUSHI SINGHANIA 08D1164
PRIYANKA.M.A. 08D1175
INTRODUCTION:
1920
1924
The little red string used to open BAND-AID® Brand Adhesive Bandages
wrappers makes its first appearance.
1938
1942
1951
1956
1957
Clear Strips bandages are introduced.
1958
1963
1971
1975
1975
1982
1988
1994
75th Anniversary
1997
2000
2001
Over 100 billion BAND-AID® Brand Adhesive Bandages have been made to
date... and band-aid.com is launched!
2002
2005
BAND-AID® Brand celebrates its 85th Anniversary and re-launches limited
edition tins.
2006
Re-launch of plus Antibiotic with new look and more line extensions.
2007
BAND-AID® Brand brings back "I am stuck on BAND-AID Brand" jingle with
new commercial.
One of the major factors that aided the success of this brand was
the distribution strength of J&J. Band-Aid was a mass market
product and hence it has to be there at every shop in the market.
RECENT DEVELOPMENT
Promotion Mix:
development.
TV Commercials
Band-Aid with new Super Stick New color Band-Aids (in a black-
can pick up an egg! and-white commecial.)
2003 was also the year of the Cricket World Cup and for a nation
obsessed with cricket, having a brand endorsed by a leading
cricketer was a tactical advantage. Virender Sehwag, chosen as
Band-Aid's brand ambassador, symbolized the very essence of
what the product stood for: solid, gritty and with a never-say-die
attitude under any circumstance. This tie-up kicked off a series of
contests and promotions that included a special edition pack
featuring the explosive cricketer.
Over the years, the challenge for communication has been to shift
from passive protection to active healing. Band-Aid needed to
signal efficacy, demonstrate its 'medicinal side' and shift its
discourse without losing its core values.
New Super-Stick
New Overall Air-Vents help keep skin fresh
Flesh color
A Speed Bandage for Minor Injuries
Competitors:
PRODUCT
Basic Care
Durable
Just for Kids
Protection
Products
width
Advance Active
Protection Lifestyle
BASIC CARE
• COMFORT-FLEX® Sheer,
Extra Large
COMFORT-Flex Plastic • HURT-FREE® Antiseptic
bandages- Wash
• COMFORT-FLEX® Plastic,
All One Size 60s
• COMFORT-FLEX® Adhesive
Pads, Medium
• COMFORT-FLEX® Adhesive
Pads, Large
Advanced Protection
ULTRA-STRIPS™
Extra Large
ULTRA-STRIPS™
Assorted
DURABLE PROTECTION
TOUGH-STRIPS® Waterproof,
Extra Large
Conclusion