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The balm is a unique blend of natural active ingredients. An Ayurvedic formulation, its active ingredients, Pudina (menthol) and Gandhapura taila (oil gaultheria) make it an effective analgesic for muscular aches and pains. In addition, it helps clear nasal congestion by softening mucus. The essential oils present are also known to have an anti-inflammatory and a calming effect on the body. Quite simply, Zandu is a multi-benefit, non-specialist ointment.
Consumer research shows that the usage of the balm goes beyond aches and colds. It is also commonly used for stress-relief and relaxation. For many, its usage is almost a daily habit which perhaps explains the widespread loyalty it enjoys. Indeed, Zandu Balm has become a high involvement personal product that consumers do not compromise on. Not surprisingly, the brand cuts across all socio-economic classifications (SECs) – from A to D.
In fact, the loyalty to the brand and the emotional bonding are so strong that any change in the form, packaging and other elements is resisted by consumers. Every consumer research on packaging has thrown back a design that is closest to the current pack. Thus, despite efforts by the company to modernise it, the packaging has never really changed. The nearest the company has come to a packaging innovation has been the launch of the tube (5 gms and 25 gms), though the traditional 10 gms glass bottle continues to be the largest selling SKU. The small 5 gms SKU was strategically created to penetrate the rural market which prefers to spend smaller sums of money. The 25 gms SKU was intentionally introduced to satisfy the heavy users who also seek economy.
Until the 1980s, the brand focussed on pricing, logistics, rural van promotions and event sponsorship. In fact, in an effort to drive growth Zandu sponsored the 1982 Asian Games. Since 1986, however, the brand has taken a more market-centric approach. It has moved from rural...
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