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Burnol Case Study
Burnol Case Study
An Overview
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
In 2001 the Reckitt Piramal JV came apart and left the
burnol alone.
THE
APPROPRIATNESS
OF
COMMUNICATION MESSAGE IS VERY
IMPORTANT DURING REPOSITIONING THE
PRODUCT BECAUSE:-
Monopoly
Intensive Growth
Financial Crisis
Frequent change of
ownership
Strengths
Weakness
Opportunities
Threats
Threat of new entrants
Introduction of safety
cooking
SWOT at present
A Burns specialist
Strengths
Weakness
Opportunities
Threats
Perception of customers
Stiff Competition
Market Dynamics
THANK YOU