Upload
bhatwasi
View
304
Download
18
Tags:
Embed Size (px)
Citation preview
1
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
2
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
3
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
4
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
5
COMPANY PROFILE
6
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.
7
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
8
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).
9
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).
10
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
11
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.
12
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.
13
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.
14
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
15
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.
16
PRODUCT DETAILS
17
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
18
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.
19
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%).
20
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.
21
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.
22
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.
23
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
24
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.
25
INDUSTRY PROFILE
26
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.
27
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.
28
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
29
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
30
MARKETING
STRATEGY
31
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.
32
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.
33
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
34
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
35
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.
36
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.
37
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.
38
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.
39
RESEARCH
METHODLOGY
40
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.
41
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.
42
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.
43
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.
44
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
45
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.
46
DATA ANALYSIS
47
ANALYSIS OF DATA:
1. Do you use BOROLINE?
a) Yes 70%
b) No 30% .
Interpretation
67% of the people use Boroline.
YesNo67%
33%
48
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%
49
3. Are you satisfied with BOROLINE?
a) Yes 70%
b) No 30%
Interpretation
71% of the Boroline users are satisfied with the product.
50
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.
51
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%
52
6. Are you satisfied with Eleen?
a) Yes 30%
b) No 70%
Interpretation
78% of the Eleen users are satisfied with the product.
53
7. .Are you satisfied with Suthol?
a) Yes 32%
b) No 68%
Interpretation
68% of the Users who use Suthol are satisfied with it.
54
8. Are you satisfied with Penorub?
Yes 30%
No 70%
Interpretation
81% of the Penorub users are satisfied with the product.
YesNo
81%
19%
55
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%
56
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%
57
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%
58
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.
59
FINDINGS
60
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.
61
SUGGESTIONS
62
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.
63
CONCLUSION
64
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:
65
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.
66
LIMITATIONS
67
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.
68
ANNEXURE
69
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
70
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
71
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.