Professional Documents
Culture Documents
ACKNOWLEDGEMENT
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.
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 REPORT
ON MARKETING STRATEGIES OF BOROLINE
under 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
TABLE OF CONTENT
TOPICS
PAGE NO.
CERTIFICATE2 ACKNOWLEDGMENT3 Company PROFILE5-15 PRODUCT DETAILS16-24 INDUSTRY PROFILE.25-29 MARKETING STRATEGIES..30-38 RESEARCH OBJECTIVE.40 RESEARCH METHODLOGY.41-45 i. ii. iii. iv. SAMPLE SIZE SOURCE OF DATA SAMPLING USED IN DATA COLLECTION TECHNIQUE OF DATA COLLECTION
BIBLIOGAPHY71
COMPANY PROFILE
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.
BOROLINE
Boroline is an over the counter antiseptic in
perfumed cream sold 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:
2)Eleen - a perfumed light hair oil with the goodness of amla (Emblicaofficinalis) & vitaminE.
3)Penorub - a medicated ointment which treats all sorts of aches, sprains, cramps & gives relief from arthritis
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).
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.
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.
16
PRODUCT DETAILS
17
1.
BOROLINE
Heal Post- Operative Stiches Cure General Skin Infections Smoothen Dry & Chapped Skin
18
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
Borolines Story
The name Boroline is derived ingredients, from boric from its Boro powder,
which has antiseptic properties, and olin 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 Borolines 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). as
21
2. BOROLINES ELEEN
Ho w to use Elee n
pply 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. A
22
Eleens 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 BorolinesSuthol, 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
Suthols Story
SUTHOL SKIN SHOWER Summer brings with it a variety of skin problems rashes, 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 Indias 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 itches,
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
Arthritis
Shoulder ache
25
INDUSTRY PROFILE
26
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 PS 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 Ps 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
32 and each region. In marketing only managers are divided into database, print media, visual media etc.
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.
33
POSITIONING
Advertising is effectively employed to create a specific position for its product among many competitive products and services. For example: In cigarette advertising of different brands, positioning may be in regard to taste, or its 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
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36
37
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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.
39
RESEARCH METHODLOGY
40
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.
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 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 methods of collecting the primary data are as follows: Observation Method Interview Method Questionnaire Method Depth Interview Method time. There are several
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 b) No 70% 30% .
33%
Yes
67%
No
48 2. How do you rate the performance of Boroline? a) Good b) Average c) Below Average 70% 26% 4%
4% 26% 70%
Good Average Below Average
Interpretation 70% of the people rate Boroline Good performance, only 4% people think that Boroline is below average.
Interpretation 71% of the Boroline users are satisfied with the product.
Interpretation It was finding that 68% customers also use the other products of Boroline.
51 5. Which other products of Boroline you Use? a) BorolinesEleen b) Suthol c) Penorub 60% 20% 20%
41%
43%
Eleen Suthol
16%
Penorub
Interpretation BorolinesEleen was other most favorite brand of GD Pharmaceuticals apart from Boroline. Penorub Balm was next while Suthol is less preferred in Borolines Brand.
Interpretation 78% of the Eleen users are satisfied with the product.
Interpretation 68% of the Users who use Suthol are satisfied with it.
19%
81%
Yes No
Interpretation 81% of the Penorub users are satisfied with the product.
55 9. Which other antiseptic cream you use except Boroline? a) Boro Plus b) Ayur Herbal Cream c) Other 42% 26% 32%
32% 42%
Boro Plus Ayur Herbal Cream
26%
Other
Interpretation BoroPlus is next preference of Customers after Boroline while Ayur Herbal Cream comes after that.
33%
31%
News Paper Television
36%
World of Mouth
Interpretation 36% of the users know about the Boroline by Television advertisement.
57 11. Are you satisfied with the price range of Boroline or its other products? a) Yes b) No 82% 18%
.
18%
Yes
82%
No
58
12. According to you which factor has made boroline survive for years.? a) Price b) Quality c) Goodwill d) Performance e) Other 12% 62% 16% 2% 8%
price
quality
goodwill
performance
other
2%
8%
12%
16%
62%
Interpretation. 62% of the users of boroline survive for years due to the the quality.
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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.
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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.
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ANNEXURE
69
QUESTIONNAIRE
NAME: AGE: ADDRESS: CONTACT 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? BorolinesEleen 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
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BIBLIOGRAPHY
1. Companys 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, 4ps of Marketing etc.