Our group has decided that the “Burnol” brand name to be changed, since from the survey conducted

by Express
Pharma the brand had a high association with burns.This can be done by a giving a new name, and packaging and
advertisement strategy.

The brand name suggested by our group is “Heal-ON”, with a tagline “Har ghar ka doctor”.

The reason behind the brand name is that to associate the product with other attributes of a antiseptic cream, such
as Burns,wounds,cuts,cracks,dry skin. The tagline states that it should be a must have thing in household for any first
aid purpose.

There are few steps required to be followed to change the perception or attitude towards a brand such as the
following:

1. Changing the motivational functions of attitudes:

The reason for the changing the motivational function of attitude is because e the brand ”Burnol” has a negative
consumer attitude because it is only considered as a burns specialist and the name it self contains “burn”. The
functional approach to be taken is Utilitarian function and knowledge function.

Under utilitarian function ,we believe that consumer’s attitudes reflect the utilities that brand provides. Our
strategy for changing attitudes in favour of a product is by demonstrating to consumers that the product posses
a utilitarian purposes that they have not considered such as solution for cut and wounds, dry skin, cracks apart
from burns .

Under knowledge function, we believe that people form attitudes ,because they have a strong need to
understand the characters of the people ,events and objects they encounter .Therefore we an use advertisement
centred upon the consumers “need to know “ by providing laboratory facts that the product can be used for all
other functions such as cuts and wounds,cracks,burns,and dry skin and product performs effectively than
competitors by 20% faster and more effective.

2. Associating brand with a special group ,event or cause:

Another way to influence attitude is to relate them to social or cultural events. We will try to associate the
brand with the households. Because we are trying to position the product in minds of the people from
children’s to adults that “Heal-ON”is the solution for any first aid purpose and other needs such as Dry skin
and cracks. We should position the product as a must have in every household.

3. Altering Attitudes:

4.Resolving Conflicting Attitudes:

There are two theories to explain why and how behaviour sometimes precedes attitude formation.

Post purchase dissonance ,attitude change is an outcome of an action already undertaken. Attribution theory
explains how people assign causality basis of either their own behaviour or behaviour of others .The company should
reduce the unpleasant feelings created by the thoughts about alternatives that were given up. This can be done
through advertisement by rationalizing their decisions ,trying to pitching on positive features of product and looking
for satisfied consumers for reassurance.

6.Elaboration Likelihood Model:

As the product is low involvement purchase, which requires relatively little thought and information processing, both
central and secondary inducements such as free samples, great packaging, play a equal roles in evoking attitudes.
Learning occurs through repetition ,the passive processing of visual cues, and holistic perception. So over
advertisement should be accordingly designed.
 Advertisement strategy:

The advertisement for Heal- ON will showcase a normal household and their daily activities.

The father will be shown shaving in the first scene and he cuts himself. He then looks through his bathroom
cabinet, finds Heal- ON and applies it to his face.

Second scene we see the teenage daughter complaining to the mother about dry scene and the mother
simultaneously holds up a packet of Heal- ON advising her to consult the home "doctor".

Third scene will be the youngest son falling down while learning to ride a bicycle. He gets a cut on his
ankle. The father applies Heal-ON to his leg.

Finally the last scene will be a family dinner. The mother accidentally burns her finger while handling a
frying pan. The daughter brings Heal - ON and the mother smiles looking up at her.

The ad ends with the youngest son holding up the packet to the camera and saying " Heal-ON--- Har ghar
ka Doctor " while the family is shown having dinner at the background. The last shot of the ad will be a
close up of the packet of the product which will clearly show the picture of the doctor which is our brand
association.

The main aim of this ad will be to enforce the idea into the consumers mind that Heal- ON has multiple
appliances along with treating burns and is a must for every household. The product is shown in the role of
a doctor as it helps the family members in different situations and problems.