Burnol Case Study What is your suggestion to Dr Morepen for its repositioning and resultant growth keeping in mind the limited budget the company has at its hospital? Considering the fact that Burnol product has become generic to customers usage & hence there is less / no repurchase of the product in the market. Reason being, the product is accepted only as ‘burn specialist’ and not as an Antiseptic cream unlike Boroline, boroplus etc.
But it is also necessary to remember that Burnol has remained as a Sole Burns cream in the market and hence, removing or changing the brand name of this product may lead to a negative impact on its current sales & brand image. Keeping in mind the limited budget that Dr Morepen is able to place for its re-positioning, coming up with new items in a different product line may not be advisable (as it may require a fresh start on capital, purchase, production & marketing investments).
Therefore, presenting a new product subsidised as an Antiseptic cream (having the antiseptic composition which Burnol already contains) corresponding to Burnol persisting as a ‘Burns specialist’. The positioning of the ‘Clearol’ product can be best explained through the 4Ps (Product, Place, Price & Promotion) – marketing elements. PRODUCT: Burnol has been one of the oldest antiseptic creams in India for more than 60 years, but has been accepted only as a Burns specialist.
Introducing ‘Clearol’ as a distinct Antiseptic cream in terms of design, composition, and colour of the cream, packaging and customising the product in a more appealing manner to the customers. Featuring the product in such a way that can be applied not only on Cuts, wounds and dry skin but also treat all sort of skin problems like acnes, scratches, rashes, sun burns and even cracked lips etc. ‘Clearol’ by name itself speaks that it is meant for clear skin, an ‘All-purpose Antiseptic Cream’. As the product being new to the market, package design must be informative to the customers by educating about its use.
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Adding images on the covers explaining about the application method and informing the customers on its mild composition which is also suitable for sensitive skin children. PLACE: The target audience for this product will not only be children & youngsters who may highly prefer this product for wounds & cuts; but also targets customers of young, middle-aged & old aged segments who would prefer a cream that serves the basic skin care treatments like, moisturising skin/lips, removing dark spots, sun burns, rashes, acnes.
Hence, the segmented locations would be medical shops, cosmetic stores and all major retail shops where the product will be made easily available. Perceptual Map: From the perceptual map, it is detected that the majority of the consumption/requirement is for an Antiseptic cream which serves the purpose of wounds, cuts, cracks, dry skin & must have which an Antiseptic cream can fulfil.
Due to Burnol till date is recognised only as a burns cream, it has only absorbed 14% of the target market (from the above table) & could not appeal the customers to use it for wounds, cuts, crack & Dry skin – that Boroline could charm (about 70%).
Pricing: ‘Clearol’ as an Antiseptic cream will placed in comparison with the current existing antiseptic creams in the market like Boroline, Boroplus, Himalaya’s Antiseptic cream and others. The average price of the current competing antiseptic creams are between Rs. 5 to Rs 115. Considering the product being new to the market and the response for an Antiseptic cream in comparison with a cosmetic creams and other antiseptic creams may be sceptical. Hence the price of the product should be reasonable enough that can compete with the other existing products in terms of price. Therefore, the value of Clearol should be priced somewhere between Rs. 78 to Rs. 85. Pricing strategy: Creating an introductory offer – ‘Getting 10gms of Clearol free on purchase of any Dr Morepen product’.
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A product/customer focus is a pivotal characteristic that entrepreneurs must have in order for the entrepreneur themselves and their business to be successful. With that said, an entrepreneur with a product/customer focus is one that clearly understands the needs and wants of their customers and thereby producing and developing products that enhance people’s lives, but also products that meet and ...
This will not only sample the new product to the customers, but would also help in picking up the sales of present products offered by Dr Morepen. Thirdly, this will also create a huge awareness in the market that the product belongs to Dr Morepen which will also help in enhancing the Dr Morepen brand name in the market (considering the brand name of Dr Morepen has not stayed in the minds of customers as strong as Himami, Himalaya, and Boroline).
Promotion: Clearol will be positioned as an Antiseptic cream that can be applicable to face and any Dry region of the body.
The promotion must mainly concentrate on educating the customers on its usage, unlike which Burnol failed to pass the message to the customers that it is 3 in 1 antiseptic cream and not just a burns specialist – through its advertisements. The Television ads must strongly convey the message that this is an Antiseptic Cream applicable on skin & lips and is suitable to both men and women – of all Age groups. Further promotional exercises could be, distributing pamphlet’s, e-Advertisements, and campaigns at schools and colleges may also help in creating sound brand awareness in the minds of society.
