Consumer Behaviour Case Study

Click to edit Master subtitle style Submitted bySampurna Rakshit -10BM60077 Siddharth Verma -10BM60086 Swarnabha Shankar Ray -10BM60092 4/29/12

Significant Issues

Changing hands

Started by Boots in 1948 Sold to Reckitt Piramal in 1997 for Rs 12.5 crores Sold to Dr. Morepen in 2001 for Rs 8.95 crores

The Burns Image

Started as a cream to soothe and heal skin burns Started showing Haath Jal Gaya? TVCs in 1974 For 98% respondents solution to any burn was Burnol in 1988 Burns market currently at Rs 39 crore

Change in image an attempt

Failed attempt in 1967 as antiseptic Launched in 1994 as Antiseptic Burnol 3-in-1

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Strengths
Strong brand recall No competitor in the burns segment Years of experience Entrenched in Indian minds as the best solution to domestic burns

Weaknesses
Unable to come out of the burns rut Turmeric seen as a staining agent Consumers not ready to accept other uses Constant change of ownership

Threats
Safer cooking methods Less burns Existing antiseptics Dettol etc Low purchase rates despite huge recall Image change difficult 4/29/12

Opportunities

Capitalise on the first-aid uses Product, package changes Growth is picking up Huge burns market B2B customers

Level of consumer involvement

Product vs Brand Involvement model High Low Involvement Involvement Product Involvement Brand Loyalists

High involvement
Brand Involvement

Routine brand buyers

(BURNOL)

Low involvement

Informati on seekers

Brand switchers

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Strategies to change consumer attitude

Adding benefits

Offer the consumer multiple benefits Increase perceived value Stress on alternative uses: non burn wounds, non burn blisters

Changing product

Introduce newer variants: splashes, gels etc May introduce herbal variants/ additives Make it lighter and non staining for modern consumers

Changing package

Change colours to blue (cooling) or green(soothing) to associate

4/29/12 relief with the

Strategies to change consumer attitude Changing the basic motivational function

Focus as burn cream Also highlight other uses and project it as a one stop solution for first aid Linking Burnol to existing favorable attitude Cause related marketing Spread awareness related to health & safety Special drives during Diwali etc Make the brand synonymous with these causes

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Why repositioning has failed?

Marketers perspective:

Brand name : association with burn Most successful TVCs showed burn incidents only Tagline: Haath Jal Gaya? Shukar hai ghar me Burnol jo hai

Consumers perspective:

Safer cooking techniques Only 20% people actually own it Had high involvement with Boroline and Dettol (dogmatic)

Consumer Attitude:

According to the Tricomponent Attitude model, the 4/29/12 consumers have

Why repositioning has failed?

The Conative Component is very low, resulting in very low purchase

rates

Attitude towards the Ad model:

Factor Effect Exposure to Ad Feelings from the ad Attitude towards the ad Attitude towards the brand Beliefs about the brand Low- from low SOV Did not change original feeling, could not displace Boroline, Dettol Indifferent Strong, but unchanged Only a burns specialist

Judgments about the ad Confusing 4/29/12