marketing strategies of boroline.docx

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A PROJECT REPORT ON MARKETING STRATEGIES OF BOROLINE

Dissertation Report submitted in partial fulfillment for the award

Master in Business Administration

2012-13

BY Mohd. Mahtab.

MBA 4th semester

Roll no. 1100122085

Under the guidance of

Mr. HABIBUDDIN

FACULTY OF MANAGEMENT AND RESEARCH

INTEGRAL UNIVERSITY, LUCKNOW

Dasauli, P.O. Bas-ha Kursi Road, lucknow

ACKNOWLEDGEMENT

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I would like to express my gratitude to my project guide Mr. HABIB UD DEEN

SIR for giving me the valuable time, guidance & advice during the course of my

summer training report.

I would like to thank Prof. Zeeshan Amir (Dean) FACULTY OF

MANAGEMANT & RESEARCH, INTERGRAL UNIVERSITY. I would

also like to thank all the faculty members for their guidance & support. I would

like to extend my heartfelt thanks to all those who have supported me in

completing my report and without their help the completion of this report would

have not been possible.

Lastly, I would like to thank my parents; my friends who kept up me motivated

& provided me with all possible help during the training.

Submitted with regards

MOHD.MAHTAB

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GUIDE CERTIFICATE

This is to certify that Mr. Mohd. Mahtab, a student of MBA Second year having Roll no: - 1100122085 , has completed his dissertation on the Subject A PROJECT REPORTON MARKETING STRATEGIES OF BOROLINEunder my supervision and guidance. The behavior of the student during the project work was found to be highly appreciable and satisfactory. I wish him all the best for his future.

MR.HABIBUDDIN SIR

FACULTY OF MANAGEMANT & RESEARCH

INTEGRAL UNIVERSITY LUCKNOW

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TABLE OF CONTENT

TOPICS PAGE NO.

CERTIFICATE…………………………………………………………………………2

ACKNOWLEDGMENT……………………………………………………………3

Company PROFILE………………………………………………………………5-15

PRODUCT DETAILS……………………………………………………………16-24

INDUSTRY PROFILE…………………………………………………………….25-29

MARKETING STRATEGIES…………………………………………………..30-38

RESEARCH OBJECTIVE……………………………………………………….40

RESEARCH METHODLOGY………………………………………………….41-45

i. SAMPLE SIZE

ii. SOURCE OF DATA

iii. SAMPLING USED IN DATA COLLECTION

iv. TECHNIQUE OF DATA COLLECTION

DATA ANALYSIS…………………………………………………………………46-58

FINDING, CONLUSIONS & SUGGESTIONS……………59-67

ANNEXURE…………………………………………………………………………68-70

i. QUESTIONNAIR

BIBLIOGAPHY……………………………………………………………………………71

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COMPANY PROFILE

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COMPANY HISTORY

GD Pharmaceuticals is the happy outcome of

the heady nationalistic wave that had

engulfed all Indians during the pre-

independence era. Its founder,

GourmohonDutta, belonged to the rich

merchant class of Calcutta.

A practical patriot, he was convinced that the

best way to help India was to contribute to her

economic self-sufficiency. To actively do this, he decided to manufacture product of a quality

equivalent to their foreign counterparts.

It was a daunting task. Many dissuaded him against this venture. But GourmohonDutta

followed his heart. With a glorious dream of free and self-sufficient India in his heart, he

started manufacturing medicines. One of them would be the legendary green tube-Boroline. It

had a humble beginning in his house in 1929. The celebrated journey had begun.

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BOROLINE

Boroline is an over the

counter antiseptic

perfumed cream sold in

India. The brand was

launched in 1929 in

Kolkata by

Gourmohan Dutta, a

Bengali merchant. Over the years, the brand's popularity soared, and it became an icon of

national economic self-sufficiency in a nation that was still under the British rule. It is still

one of the more popular brands in India.

It is meant to be used for cuts, cracked lips, rough skin, and to treat infections.

It is a combination of the antiseptic boric acid, the astringent and sunscreen zinc oxide, and

the emollient lanolin.

It is manufactured by G D Pharmaceuticals Private Limited and was created in 1929. G D

Pharmaceuticals over the years introduced and successfully marketed three more popular and

effective products in India:

1)Suthol - an antiseptic liquid which takes care of all skin problems.

2)Eleen - a perfumed light hair oil with the goodness of amla (Emblicaofficinalis) & vitamin-

E.

3)Penorub - a medicated ointment which treats all sorts of aches, sprains, cramps & gives

relief from arthritis

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PRODUCT HISTORY

Boroline's history is inextricably intertwined with the dawning of India's nationalistic pride

and struggle for independence. Founder, GourmohanDutta belonged to Calcutta's merchant

class. He was already an established trader of imported goods, when the patriotic Swadeshi

movement sweeping India, gnawed at him. He was convinced that the best way to help his

country was to contribute to her economic self sufficiency. To realise this goal, he decided to

manufacture products of a quality equivalent to their foreign counterparts. It was a daunting

task. Many dissuaded him from this venture. But Dutta marched to the sound of his own

distant drummer. He stopped importing goods altogether and started manufacturing

medicines. One of these would be the legendary green tube – Boroline. The celebrated

forward march of this product had a humble beginning in his house in 1929.

To establish the brand identity, the logo was watchfully developed. The elephant signifies

steadiness and strength. Moreover to the merchants, the elephant deity – Ganesha – has an

auspicious significance.

Keeping these values in mind, Dutta chose the elephant as Boroline's logo, hoping that it

would bestow luck and spell success, for what was still considered a reckless venture. The

logo caught on instantaneously. In the rural heart land and for the millions who cannot read,

Boroline is still known as the 'hathiwala cream' (cream with the elephant logo).

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MARKET

Through the year – but most markedly in winter – hundreds of thousands of people reach out

for a tube of Boroline. This age-old, multipurpose remedy is seen as a panacea for minor

nicks, chapped lips, cracked feet and a tonic for dry skin. With so many reasons to buy,

competition multiplies four-fold, coming up from even those offering relief on any one of

these counts. This octogenarian brand from Kolkata-based G D Pharmaceutical Limited has

invigorated and inspired the entire over-the-counter (OTC) antiseptic cream market in India

commanding an annual sale of 2.8 million litres valued at more than Rs. 180 crore (US$

37.50 million). In this evolving segment Boroline, with its traditional quality and an

unswerving commitment to consumers is the eminent front-runner with a market share of

21% (Source: ORG-Marg). The brand has made deep furrows across the country's

distribution landscape, throwing up impressive data in its journey. Boroline enjoys a dealer

penetration of 34.20% and directly services more than 300,000 retail outlets (source: internal

data).

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ACHIEVEMENTS

This continuous insistence on growth in strength rather than merely volumes has stood the

brand in good stead. Boroline's most prodigious achievement has been its fairy-tale

resurgence – a Phoenix-like rise from the ashes. The brand faced extinction when, in the early

1990s, production was stalled for two years due to stagnant pricing following a statutory

order from the authorities. This meant, at that time, that every tube of Boroline sold was

pushing the company towards greater loss. Production had to be brought down to a minimum.

Boroline disappeared unceremoniously from retail shelves. This insecurity persisted for two

years. Boroline, however, proved its brand goodwill, when on returning to the counters after

this two-year hiatus, it was greeted by consumers with an emotion reserved for welcoming a

long lost friend. In no time, sales had doubled. The story of Boroline is one of Indian

industry's most remarkable tales of survival against all odds. After all, in a market littered

with choices, brands have disappeared for a sin much less than non-availability. Since its

inception, Boroline has been in a league of its own. Most Indians would have used it at some

point in their lives or almost certainly would have known someone who did. The high recall

value of this heritage product and its cult-like status stem from a single identifiable attribute:

quality. Long-term users continue to find this trusted and versatile antiseptic unchanged in

terms of safety and efficacy. Hand-medown testimonials about Boroline from older

generations of users have steadily brought into contention a new breed of youngsters to

replace the aging population. It is this churn that has allowed Boroline an unimpeded and

continuous command of the market for 80 years. The company spends 5% of its annual

earnings on research and development. As a consequence, newer production technologies

have been developed resulting in enhanced operational efficiencies. Efficient distribution and

high productivity have led to a cheerful state of affairs: Boroline loyalists have no complaints

about either accessibility or affordability of their favourite product – a boon in the extremely

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price sensitive Indian mass market. Among Boroline's proudest achievements is its maturing

into a responsible corporate citizen of the country. Highly conscious of its social

responsibilities, it has ensured that its packaging is entirely recyclable. In its factory near

Kolkata, special plantation projects contribute to ensure environmental protection as a part of

the Save Trees campaign. In addition, Boroline maintains a large water reservoir of 6000

square metres to provide a balanced ecosystem, biodegrading all pretreated effluents. In a

very private, very special compassionate and humanitarian gesture Boroline helps

economically under-privileged, terminally ill patients and children requiring heart surgery,

financial assistance for treatment.

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RECENT DEVELOPMENTS

In keeping with the environmental concerns of the day, Boroline has switched to recyclable

packaging, thus contributing its bit to the conservation of natural resources. However, it is in

the area of extending its brand franchise, by entering the hair care market with a brand called

Boroline's Eleen that Boroline has of late, excelled. This premium, herbal light hair oil, has,

within five years, become one of the leading brands in its segment. The established medicinal

value of Boroline has also been extended to a modern pain relieving formula called

Boroline's Penorub, while Boroline's Suthol – an epidermal antiseptic – has been developed

to soothe skin irritation, rashes, itches and infections. Boroline's vision is focused on its

ultimate goal of integrative medicine – combining modern chemistry with the science of

ancient Indian Ayurveda. The company believes that the amalgam of the old and the new has

the potential to create safe, user-friendly, value- added products. The first steps in this

development have already been taken with the setting up of the Boroline Herbal Garden – a

state-of-the-art research facility in Kolkata.

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PROMOTION

Boroline's brand image is the brain child of the founder's son, Murari Mohan Dutta. A

marketing genius, he pioneered concepts that were years ahead of their times. In the late

1950s, Boroline had surged with concepts like brand image, rural marketing and event

sponsorships. The brand took to the streets during festivals, cheered players in the grounds

during cricket and football matches and launched a blitz of newspaper, magazine, radio and

outdoor promotions. Boroline was everywhere, with everyone. It simply became a part of

people's lives. Since 1982, every four years, Boroline has sponsored the Jawaharlal Nehru

Invitation International Football Gold Cup. In terms of image building, Boroline has kept

pace with the times. The changing strap lines reflect the course of promotional platforms of

Boroline through the decades. In the 1950s, Boroline was a ‘tender face cream’. In the 1960s,

it changed to ‘Boroline for the skin. The skin needs Boroline’. In the 1970s, the brand

became more aggressive through ‘Boroline has no substitute’. In 1976, ‘Boroline turned 50 –

Not Out!’ In the early 1980s, Boroline was ‘the hard working cream that protects your skin’.

In the late 1980s, it became trendy with ‘in a world full of surprises, thank goodness you can

count on Boroline’. In the early 1990s, to highlight its first-in-the-category status, Boroline

was portrayed as ‘The Original’. In the later half of the 1990s, it stood for ‘Boroline skin,

healthy skin’. In early 2000, the brand values were summed up with ‘Boroline – works

wonders’. The basic philosophy for the promotion of Boroline has been to emphasise its

intrinsic worth. To preserve its jealously-guarded national image, Boroline has doggedly

refused to sell the product by luring consumers with free gifts.

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AREA OF OPERATIONS

Production: GD has two production units. One

in Chakbagi, West Bengal, 16 kms from

Kolkata. It has existing floor area of 48000 sq. ft

on a 20 acre plot.

The other unit is in Mohun Nagar Industrial

area, Gaziabad, 5 kms from Delhi, measuring about 8000 sq. ft.

Both factories comply with GMP norms. They have required licence from Drug Control

Authorities, Factories Control, Labour Department, Pollution Control Board and all other

relevant Government bodies.

The production unit use fully automated machinery with minimum involvement of manpower

to ensure reproducible quality. Every process in monitored by strict SOPs. Each step is

documented and monitored by pre-assigned trained personal. Systems are in place to track

each batch of starting material to the ultimate distribution point.

LOGISTIC, DISTRIBUTION AND MARKETING

GD has established logistics, distribution and marketing infrastructure with associates who

have been working together for more than 30 years. It has existing offices and ware housing

facilities in 16 regional headquarters across India. A list of tested and reliable transporters

carries on supplies which are meticulously insured.

The Company specialized in Over the Counter (OTC) Pharmaceutical products and

Healthcare Cosmetics, catering the vast Indian market through over 650 distribution channels

situated throughout the country.

The vast and scattered infrastructural elements are supported and monitored by a team of 90

trained, experienced and dedicated professionals. The Compant actively promotes using

technology whenever it adds to increase in efficiency and productivity. The corporate office

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has a floor space of 14500 sq. ft, having its own conference and training apart from well

spaced work areas.

SOCIAL RESPONSIBILITY

The company ensures that packing materials used

for its products is recyclable. In the factory, near

Kolkata, special plantation projects contribute as a

part of “Save Trees” campaign.

A large water reservoir of 6000 sq. m. is maintained

to provide balanced eco system, bio-degrading all pre-treated effluents.

From across India, numerous economically under-privileged, terminally ill patients and

children requiring heart surgery have applied and received financials assistance for treatment

from the company.

GOODWILL OUR GREATEST ASET:

Through every thought and action the company tries its best to enhance goodwill amongst its

customers, business associates, the governing authorities, various groups and trade

associations and every individual who the company comes in contact with.

Boroline, the flagship brand, has been selected as an Indian Superbrand, twice in a row, for

2003-05 and 2006-07.

We are proud that our name evokes trust.

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PRODUCT DETAILS

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1. BOROLINE

Antiseptic Perfumed Cream

Smoothen Cracked Lips

Cure Cuts & Wounds

Soften Elbows & Abraded Skin

Cure Cracked Heels

Soften Nail Cuticles

Heal Post- Operative Stiches

Cure General Skin Infections

Smoothen Dry & Chapped Skin

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How to use Boroline

Clean the skin well and then apply Boroline – gently massaging in the cream.

Warming up Boroline and using it in molten state increases its efficacy – specially in

curing skin infections.

In case the cut is open and deep, it is advisable to apply Boroline only when the cut

has closed and begun to dry up. During early stages apply Suthol and keep the cut

covered and dry.

Where not to use Boroline

Do not use Boroline on pimples which occur due to excessive oil secretion. Boroline

being oily itself will aggravate the problem.

Do not apply Boroline on very deep wounds, which are raw and weeping. Keep such

wounds dry and covered, preferably washing with Suthol twice a day and using

medication as per Doctor’s advice. Cover with cotton and a clean gauge that allows

air circulation.

Boric Acid

Boric Acid has mild anti bacterial and anti fungal properties.

Zinc Oxide

Zinc Oxide is a mild astringent for the skin and has a soothing and protective action in skin

infections.

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Anhydrous Lanolin

Lanolin is a natural product.

It increases the absorption of active ingredients.

It acts as an excellent emollient. This is due to the presence of alcohols collectively

known as lanolin alcohols.

Lanolin alcohols include Cholesterol (30%), Lanosterol (25%), Cholestanol (3%),

Agnosterol (2%) and various other Alcohols (40%).

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Boroline’s Story

The name Boroline is

derived from its

ingredients, ‘Boro’

from boric powder,

which has antiseptic

properties, and ‘olin’ as a

variant of the Latin

word oleum, meaning oil. The cream is combination of essential oils, waxes and its

remarkable antiseptic properties are a result of boric powder and zinc oxide.

The logo was carefully choosen for. Elephant signifies steadiness and strength. Moreover, to

many, elephant has an auspicious significance. Keeping these values in mind, elephant was

choosen as Boroline’s logo, hoping that it would bestow luck and spell success. The logo

caught on. In the rural heart land of India, Boroline is still known as the ‘hathiwala cream’

(cream with the elephant logo).

Boroline’s Brand Values

Boroline is the original antiseptic cream of India. “Boroline works wonders” the current sign

off reflects the trust of generations of consumers. To three generations of Indian consumers,

Boroline has evolved as a caring and trusted member of the family to whom one turns to

when in need. Family values and tradition have continued to be an integral part of Boroline’s

brand profile. Boroline is a truly heritage brand.

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2. BOROLINE’S ELEEN

Perfumed light hair oil.

Enriched with Amla& Vitamin - E

How to use Eleen

Apply a few drops of Eleen on the hair roots and gently massage it in. Eleen is light and

will spread easily.

Using Eleen after bath and especially after hair wash is more effective. Regulate the

quantity you use so that the hair roots get enough but not excessive.

If you have a persisting hair fall or dandruff problem, try keeping your scalp as clean

as possible. Use a very mild shampoo, two or three times a week depending on how

fast your hair becomes grimy. Use Eleen regularly after every wash. Massage gently

for at least 5 minutes. Gradually the problem will decrease.

Follow this regimen strictly even after the problem disappears. Hair care cannot be a

one-time solution. Regular Care ensures Healthy Hair.

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Eleen’s Story

Eleen was to be named Oleen, version of the word ‘Oleum’ meaning ‘oil’.

But it was not to be. The name Oleen was pre-registered. Several other names were

tried. However by then the creative team were so used to Oleen that they did not want

to let it go easily.

Then someone discovered that E of Emblica ( botanical name of Amla) and Vitamin

E, if placed before the string of characters ‘ leen’ forms a good name that rhymes with

‘Oleen’ and contains the common character ‘E’ of both the special ingredients in the

product.

So there it was! Eleen finally got its name.

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3. SUTHOL

Summer heat brings with it many skin

problems – rashes, itches, skin

irritations & prickly heat.

Use Boroline’sSuthol, antiseptic skin

shower because nothing gives you

better relief than a shower.

Summer Uses: Suthol antiseptic skin shower gives the best relief from summer skin

problems. It provides 4 in 1 relief from prickly heat, rashes & itches, skin irritations and

underarm itch.

General Uses: Use Suthol as an after shave to disinfect & soothe. Suthol also sanitizes and

helps cure cuts, minor burns & insect bite irritations

Suthol’s Story

SUTHOL SKIN SHOWER

Summer brings with it a variety of skin problems – rashes, itches,

prickly heat and other skin irritations. Specialist powders

provide some amount of relief. But in the heat of summer,

nothing gives better relief than a refreshing shower. It is this

instinctive feeling that has led to the launch of India’s first

antiseptic Skin Shower – Suthol.

This breakthrough product combines the coolness of liquid and the antiseptic action of its

active ingredients to provide maximum relief. The liquid format also allows for the active

ingredients to seep into every pore of the affected area and hence works more effectively than

popular powders or creams. Available in a bottle as well as a brand new spray format, you

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can now shower the affected part of the skin and experience maximum relief. You could also

use it regularly as a preventive.

PENORUB

Backache

Muscular cramps and Sprains

Arthritis

Shoulder ache

How to use Penorub

Apply Penorub on the painful area and spread the gel evenly. Do not massage. Rest

for a while. Penorub is absorbed quickly and acts very fast. The pain will vanish

within a short time.

It is best to apply Penorub regularly before going to bed at night for at least a week

even after the pain has subsided to avoid recurrence.

Penorub works even in chronic and old painful conditions. Apply regularly and

remember to avoid such conditions which are known to escalate the pain.

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INDUSTRY PROFILE

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SKIN CARE MARKET

India is one of the fastest growing markets for skin care products, and the target of most

cosmetic majors is women between 18-35, with a monthly income of Rs. 10,000 and above.

Indian cosmetic industry is heading for a complete makeover, rediscovering the long

forgotten herbal formulas and beauty secrets. Those in the business say the going has never

been better for the Indian beauty industry. Estimated at Rs 1800 crore, the industry is

growing at 25 percent annually, while the growth rate of herbal cosmetics sector, estimated at

Rs 400 crore is much higher - at 40 per cent. The natural and ayurvedic sector has seen a

phenomenal growth in the last 2-3 years. The Indian cosmetic companies are just trying to

rediscover, what was lying forgotten and untapped for a very long period.

More and more companies are entering this lucrative market with a wide range of products.

This market surely works on the doctrine "Consumer is the King". The leading players in this

industry are Hindustan Lever Ltd., Ponds India Ltd., Lakme, Emami Ltd, Cavincare Ltd,

Godrej Consumer Products Ltd., Lotus Herbals India Ltd., Procter and Gamble Hygiene and

Healthcare Ltd., Cadila Healthcare Ltd. The latest entrant in the skincare market is Amway

India Ltd.

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SKIN CARE FACTS

The skin is amazingly versatile and complex. It is the largest organ of the body and also

serves countless essential functions and performs a large variety of roles. This resilient

covering makes you waterproof and leak proof, and helps to protect your internal organs from

the environment.

Interesting Facts

The skin of an average-sized adult covers an area of more than 7 square feet and weighs

about 5 kg. The skin is thickest on the soles of the feet, and thinnest around the eyelids, lips

and genitals.

STUDY OF 4 P’S OF THE MARKETING MIX

The major marketing management decisions can be classified in one of the following four

categories:

Product

Price

Place (distribution)

Promotion

These variables are known as the marketing mix or the 4 P's of marketing. The term

“Marketing Mix” became popularized after Neil H. Borden published his 1964 article, The

Concept of theMarketing Mix. The ingredients in Borden's marketing mix included product

planning, pricing,branding, distribution channels, personal selling, advertising, promotions,

packaging, display,servicing, physical handling, and fact finding and analysis.

These four P’s are the parameters that the marketing manager can control, subject to the

internaland external constraints of the marketing environment. The goal is to make decisions

that centrethe four P's on the customers in the target market in order to create perceived value

and generatea positive response.

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Product Decisions

The term "product" refers to tangible, physical products as well as services. Here are

someexamples of the product decisions to be made:

Brand name

Functionality

Styling

Quality

Safety

Packaging

Repairs and Support

Warranty

Accessories and services

Price Decision

Some examples of pricing decisions to be made include:

Pricing strategy (skin, penetration)

Suggested retail price

Volume discounts and wholesale pricing

Cash and early payment discounts

Seasonal pricing

Bundling

Price flexibility

Price Discrimination

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Distribution (Place) Decisions

Distribution is about getting the products to the customer. Some examples of distribution

decisions include:

Distribution channels

Market coverage (inclusive, selective, or exclusive distribution)

Specific channel members

Inventory management

Warehousing

Distribution centres

Order processing

Transportation

Reverse logistic

Promotion Decisions

In the context of the marketing mix, promotion represents the various aspects of marketing

communication, that is, the communication of information about the product with the goal of

generating a positive customer response. Marketing communication decisions include:

Promotional strategy (push, pull)

Advertising

Personal selling & sales force

Sales promotions

Public relations & publicity

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MARKETING

STRATEGY

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MARKETING DEPARTMENT:

Marketing is the process by which companies create customer interest in goods or services.

It generates the strategy that underlies sales techniques, business communication, and

business development. It is an integrated process through which companies build strong

customer relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, to keep the customer, and to satisfy the customer.

With the customer as the focus of its activities, it can be concluded that marketing

management is one of the major components of business management.

Marketing evolved to meet the stasis in developing new markets caused by mature markets

and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires

businesses to shift their focus from production to the perceived needs and wants of their

customers as the means of staying profitable. Marketing department of BOROLINE is

heading by marketing CEO and director. There are marketing managers for each product line

and each region. In marketing only managers are divided into database, print media, visual

media etc.

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ADVERTISING

Every day when we watch TV or read the newspaper, we come across advertisements.

Advertising is a form of communication intended to persuade its viewers, readers or listeners

to take some action. It usually includes the name of a product or service and how that product

or service could benefit the consumer, to persuade potential customers to purchase or to

consume that particular brand.

ADVETISING AND MARKET MIX

Product – Packaging, tastes, color, texture, aroma, style and design.

Price- Above the line and below the line advertising. Eg. Micromax -40 crores below

the line and 60 crores above the line.

Place

Promotion- on the basis of appeal like fear, Humor, infomercials, creativity,

competitive, offensive ,mobile advertising, internet, Bluetooth, Ambush advertising,

film advertising.

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POSITIONING

Advertising is effectively employed to create a specific position for it’s product among many

competitive products and services.

For example: In cigarette advertising of different brands, positioning may be in regard to

taste, or it’s strength; the third may positioned as a personalized product, and the fourth may

be positioned as a perfect blend of taste and flavor

BRAND POSITIONING

Brand Image

Brand Personality

Brand Equity

Brand Franchise

REPOSITIONING

If a brand does not reposition at the right time, it may not get a second chance.

Example---

Iodex was almost the unassailable leader for several years in the pain balm market but was

forced to reposition itself by Moov, which made rapid strides. 

Robin Blue had a powder variant before Ujala

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SEGMENTATION

Geographical segmentation

Demographic segmentation

Psychographic segmentation

Benefit segmentation

EASE OF ADVERTISING

Interactive advertising.

Retro advertising – Cadbury ,Smith n Jones

Social advertising- idea goes green, Dabur immune India campaign.

Ambient advertising

Pop advertising

Spoof advertising

Covert advertising –in film advertising

Road block advertising

Marketing research

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RELATIONSHIP OF ADVERTISING WITH OTHER PROMOTION

MIX

Advertisement in magazines and newspapers may provide leads and enquiries which

salesmen can follow.

Salesmen may bring to the attention of his co. Dealers the help they receive in their

marketing efforts from advertising.

Advertising build up brand preference though helping in making personal selling a lot

more easily.

ADVERTISING AND PERSONAL SELLING

Advertising aims at a group, i.e. mass while personal selling aims at individuals.

Salesperson can tailor the message according to unique nature of each prospect.

Measuring the effectiveness of advertising is difficult, however not the case in

personal selling.

People may skip an advt. But find it difficult to dismiss a salesperson.

Personal selling is inefficient for mass market producers but mass comm. scores over

it.

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RELATIONSHIP OF ADVERTISING AND SALES PROMOTION

Advertising predisposes a person favorably for a product/ service /idea moving him

towards its purchase. Sales promotion takes over this time.

Advertising informs, persuades, or reminds about a product or service.

Advertising make user aware of the kind of discounts, price offs, and other prizes that

are available to them i.e. it strengthens the effectiveness of sales promotion.

The offers given to the customers are well designed that leaves a greater impact.

Helps in building customer loyalty.

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ADVERTTISING WITH SALES PROMOTION

Advertising offers a reason to buy, sales promotion offers an incentive to buy.

Advertising is more frequent and repetitive in comparison.

While advertising is termed ‘above the line’ comm. , sales promotion may be termed

‘below the line’ comm.

The ultimate goal of all three is to sell products, services, reputations, projects, etc

indeed everything and anything.

RELATIONSHIP OF ADVERTISING AND PUBLICITY

“You can’t just put up your web site, open your store, offer your service or

manufacture a product and then not do anything to attract customers!“

Here advertising is important it Provides a base for publicity.

Advertising with Publicity: Advertising is openly paid for but not publicity.

Presentation is programmed.

Marketers have less control over publicity than they have over advertising.

Publicity can both be negative or positive.

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COMPETITORS

AYUR HERBAL CREAM

It prevents ageing & dehydration of skin. A special cream for massage has extra moisturizing

properties and imparts a glow to skin. It nourishes & rejuvenates sagging skin. The extra oil

helps in increasing blood circulation. It's a revolutionary new cream. It nourishes, protects

and revitalizes the skin, gratifying the thirst of every skin type, moves the progress of your

skin forward visibly. It works on the marks of the entire face & makes your skin satiny soft.

Gives devitalized & tired skin a clear youthful radiance.

BOROPLUS

Himani BOROPLUS is a skin-friendly preventive, protective herbal antiseptic cream. It is the

largest selling antiseptic skin cream in India, Russia, Ukraine, Azerbaijan and Kazakhstan. As

part of ongoing improvement of our products, the everyday BOROPLUS Essential Skincare

range was introduced to meet every need and suit every skin. Himani BOROPLUS Essential

Skincare with the unique blend of herbal actives and natural oil extracts in an advanced

formulation gives your skin the perfect care it needs - providing effective solutions which

work in harmony with the skin without any side effects.

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RESEARCH

METHODLOGY

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OBJECTIVES OF THE STUDY

To understand the Brand value of BOROLINE.

To study the company profile of GD Pharmaceuticals.

To study various products of BOROLINE.

To study the competitive brands.

To understand marketing strategy of the BOROLINE.

To understand the Customer Perception about BOROLINE.

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RESEARCH METHODOLOGY

Research in common parlance prefers to a search for knowledge. Once can also define

research as a scientific and systematic search for pertinent information on a specific topic. In

fact research is an art of scientific investigation. Research is an academic activity and as such

the term should be used in a technical sense.

Research Problem:

In every organization “Distribution channel” makes its own place. All Business

organizations are using Distribution Channel to provide her goods to manufactures to the end

users. Because of which our study is going on to describe the “Consumer Perception about

Boroline”.

Research Design:

“Research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in procedure”.

In this research project we can take Descriptive Research for collection and analysis of

Data.

Descriptive Research:

Descriptive research includes surveys and fact-finding enquiries of different kinds. The major

purpose of descriptive research is description of the state of affairs as it exists at present. The

main characteristics of this method are that the researcher has no control over the variables;

he can only report what has happened or what is happening.

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SAMPLE DESIGN:

A sample is only a portion of the universe or population. A sample design is a definite plan

for obtaining a sample from a given population. It refers to the technique or procedure or the

researchers adopts in selective items of the sample so that the data collected may be the

representative of the population.

Method of Sampling:

Probability Sampling:-

It is also known as random sampling. Here, every item of the universe has an equal chance or

probability of being chosen for sample.

Probability sampling may be taken in form of:

Simple Random Sampling

Systematic Random Sampling

Stratified Random Sampling

Cluster and area Sampling

Sequential Random Sampling

Non-Probability Sampling:-

It is also known as deliberate or purposive or judge mental sampling. In this type of sampling,

every item in the universe does not have an equal, chance of being included in a sample.

Non- Probability sampling may be taken in form of:

Convenience Sampling.

Quota Sampling.

Judgment Sampling.

àWe choose Simple Random Sampling method here for analysis of data.

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Simple Random Sampling: - As it is very difficult to meet each and every respondent. So,

we randomly select the sample and in this type of sampling every member has an equal

chance of selection so that data has been collected randomly.

Sample Size:

This refers to the number of items to be selected from the universe to constitute a sample. The

size of the sample should not be too larger or too smaller. It should be optimum. An optimum

sample is one which fulfills the requirements of efficiency, representatives, reliability and

flexibility

à 50 units of customers are the SAMPLE SIZE.

Sample Universe:

Lucknow.

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RESEARCH INSTRUMENT:

Questionnaire:

Questionnaire are formal set of question prepare to collect the required information. This is

one of the most effective and popular techniques used in surveys. However one has to be

careful while drawing up questionnaire before deciding on the questions it is important to

understand the exact nature of the information required and who should be interviewed.

The content, phrasing and the sequence of the questionnaire should also be clear and

unambiguous. The knowledge levels of the target of respondent should also be kept in mind

while drawing up the questions.

Data Collection Methods:

In dealing with any problem, once the sample has been selected data must be collected from

the sample population. There are several ways of collecting the appropriate data, which defer

considerably in the context of cost, time and other resources.

Questionnaires, Personnel Interview, Open ended, close ended & multiple Questions in the

questionnaire have been asked from the sample to draw a useful conclusion.

They can be broadly divided into two into two categories:

Primary Source

Secondary Source

Primary Data:

Primary data is a data which is collected from a fresh for the first time. There are several

methods of collecting the primary data are as follows:

Observation Method

Interview Method

Questionnaire Method

Depth Interview Method

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Content Analysis Method

The data collected in this project is primary data and they could be made through by

Questionnaire and Observation method.

Secondary Data:

There are those data which have already been collected by someone else and have panel

through statistical power. When the researcher utilizes secondary data, he has to look into

various sources from where he can obtain data usually published data is available in:

Technical and trade journals.

Books, Magazines & newspapers.

Public records & statistics.

Historical Documents and other resources.

Website journals, etc.

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DATA ANALYSIS

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ANALYSIS OF DATA:

1. Do you use BOROLINE?

a) Yes 70%

b) No 30% .

Interpretation

67% of the people use Boroline.

YesNo67%

33%

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2. How do you rate the performance of Boroline?

a) Good 70%

b) Average 26%

c) Below Average  4%

Interpretation

70% of the people rate Boroline Good performance, only 4% people think that Boroline is

below average.

GoodAverageBelow Average

70%

26%

4%

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3. Are you satisfied with BOROLINE?

a) Yes 70%

b) No 30%

Interpretation

71% of the Boroline users are satisfied with the product.

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4. Do you also use other products of Boroline?

a) Yes 68%

b) No 32%

Interpretation

It was finding that 68% customers also use the other products of Boroline.

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5. Which other products of Boroline you Use?

a) Boroline’sEleen 60%

b) Suthol 20%

c) Penorub 20%

Interpretation

Boroline’sEleen was other most favorite brand of GD Pharmaceuticals apart from Boroline.

Penorub Balm was next while Suthol is less preferred in Boroline’s Brand.

EleenSutholPenorub

43%41%

16%

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6. Are you satisfied with Eleen?

a) Yes 30%

b) No 70%

Interpretation

78% of the Eleen users are satisfied with the product.

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7. .Are you satisfied with Suthol?

a) Yes 32%

b) No 68%

Interpretation

68% of the Users who use Suthol are satisfied with it.

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8. Are you satisfied with Penorub?

Yes 30%

No 70%

Interpretation

81% of the Penorub users are satisfied with the product.

YesNo

81%

19%

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9. Which other antiseptic cream you use except Boroline?

a) Boro Plus 42%

b) Ayur Herbal Cream 26%

c) Other 32%

Interpretation

BoroPlus is next preference of Customer’s after Boroline while Ayur Herbal Cream comes

after that.

Boro PlusAyur Herbal CreamOther

42%

26%

32%

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10. How do you know about Boroline?

A) Newspaper 31%

b) Television 36%

c) Word of Mouth 33%

Interpretation

36% of the users know about the Boroline by Television advertisement.

News PaperTelevisionWorld of Mouth

31%

36%

33%

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11. Are you satisfied with the price range of Boroline or its other products?

a) Yes 82%

b) No 18%

.

Interpretation

82% of the usersare satisfiedwith the price range of boroline.

YesNo82%

18%

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12. According to you which factor has made boroline survive for years.?

a) Price 12%

b) Quality 62%

c) Goodwill 16%

d) Performance 2%

e) Other 8%

12%

62%

16%

2% 8%

price quality goodwill performance other

Interpretation.

62% of the users of boroline survive for years due to the the quality.

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FINDINGS

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FINDINGS

1. Boroline is most selling product of GD Pharmaceuticals.

2. Boroline is Market Leader in Anticeptic Cream Segment.

3. Most of the Boroline Users are satisfied with it.

4. Eleen is next favorite brand of Company.

5. Penorub is not so popular among users.

6. Boro Plus is biggest competitor of Boroline.

7. Users are satisfied with the price range of products.

8. Television advertisement of most favorable for the Boroline so far.

9. Product feature highlighted in the commercial and signature tune has appealed to most

of the respondents.

10. Presence of product feature & Functions, exposure of social life & relationship,

presence of creative design and jingle in an advertisement are more preferred by

people.

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SUGGESTIONS

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SUGGESTIONS

1. Company should work to improve market share.

2. Company need to promote other brands too.

3. Company is missing the newspaper advertisement.

4. Company should work hard for marketing and advertisement.

5. Company should launch new attractive advertisements for all brands.

6. Packaging of the product should be changed with a new face.

7. People are aware of Boroline, so company should advertise heavily to stimulate

purchase.

8. Various promotional activities such as canopy, outdoor billboards, Contest in various

part of country need to be done.

9. Celebrity endorsement should be there who can relate with the product.

10. Fresh advertisement for TVC and print ads needs to be designed with high frequency.

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CONCLUSION

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CONCLUSION

Product Image and Brand Personality:

Since the target market is urban and rural males and females with the age group of 15 to 45

years but the primarily intend to focus on two age groups i.e. from 16 to 25 (youths) and from

25 to 30+ (Which are the job doing males and females).

Creative strategy:

In our ad there will be the focus on facing problems like

Pimple

Acnes

Boils

Burns

Skin disorders

Blemishes

And the solution for all these problems is multi-purpose “BOROLINE”

Media strategy:

Promotion is a paid form of mass communication using a media. The media which we will be

using to remind and propagate the awareness of our product are as follows:

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Electronic media:

We will be using television and radio to a large extent so as to get maximum recall and

stimulate trial. The channels which we will be considering to air our advertisement are

national, star plus, colors, Sony, Radio mirchi….

Print: Newspapers, Magazines, Hoardings and Billboards

Newspapers:

During the first 3 months major dailies across INDIA such as Navbharat Times, Punjab kesri,

Times of India, Hindustan times which will carry prominent eye catching visual

advertisement to remind and arouse interest in Boroline.

Magazines:

India today: one of the most famous magazines across INDIA

Film fare: film fare magazine is one of the most read magazines by youth

Grahashoba: famous Hindi magazine read by housewives

Femina: Famous magazine read by females of metros

Brunch: Weekly magazine of Hindustan Times

Hoardings:

Most of the major cities will carry a display of Boroline on hoardings at key points. Key areas

such as near shopping malls, railway stations, cinema halls, metro stations, highways with

heavy vehicular traffics will be covered.

Internet:

Advertising will be done by pop ups, email, email and through social networking sites.

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LIMITATIONS

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LIMITATIONS.

Following are the problems faced:

TIME CONSUMING: It is very much obvious that it is a time consuming process. So much

time has been spent for this purpose.

LOW PARTICIPATION: Obviously many respondents have not participated in this and have

also created some problems which simply show that they were not interested.

BIASNESS: Sometimes interested customers were also biased so the collected figures

involve both positive and negative figures. It does not cover all the aspects of the

company.

AREA: Whole survey was based on Lucknow City customers only.

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ANNEXURE

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QUESTIONNAIRE

NAME:AGE:ADDRESS:CONTACT No.:

1 Do you use BOROLINE?

Yes

No .

2. How do you rate the performance of Boroline?

Good

Average

Below Average 

3. Are you satisfied with BOROLINE?

Yes

No

4. Do you also use other products of Boroline?

Yes

No

5. Which other products of Boroline you Use?

Boroline’sEleen

Suthol

Penorub

6.Are you satisfied with Eleen?

Yes

No

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7.Are you satisfied with Suthol?

Yes

No

8. Are you satisfied with Penorub?

Yes

No

9. Which other antiseptic cream you use except Boroline?

Boro Plus

Ayur Herbal Cream

Other

10. How do you know about Boroline?

Newspaper

Television

Word of Mouth

11. Are you satisfied with the price range of Boroline or its other products?

Yes

No

12 According to you which factors has made boroline survive for years?

Price

Quality

Goodwill

Performance

Other

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BIBLIOGRAPHY

1. Company’s brochure

2. www.boroline.com

3. en.wikipedia.org/wiki/Boroline

4. www.mouthshut.com/.../Boroline-Anticeptic-Face-Cream-reviews-..

5. Different Magazines like India Today, 4p’s of Marketing etc.