INDUSTRY PROFILE

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.

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 the Marketing 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

internal and external constraints of the marketing environment. The goal is to make

decisions that centre the four P's on the customers in the target market in order to create

perceived value and generate a positive response.

Product Decisions

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

some examples 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

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

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,

Gourmohon Dutta, 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 Gourmohon

Dutta 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

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 (Emblica officinalis) &

vitamin-E.

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, Gourmohan Dutta 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

selfsufficiency. 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).

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: Borolineloyalists have no

complaints about either accessibility or affordability of their favourite product – a

boon in the extremely 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.

PRODUCT

The name Boroline is derived from its ingredients, 'Boro' from boric powder, which

has antiseptic properties, and 'oline' as a variant of the Latin word oleum, meaning oil.

The cream is a combination of essential oils, waxes and its remarkable antiseptic

properties are a result of boric powder and zinc oxide. This potent combination of

ingredients protects the affected skin against germs and facilitates rapid growth of

epidermal cells. It is for this reason that Boroline works wonders on cuts and bruises,

promotes fast healing of scars following surgery and defends the skin against

chapping and cracking. Its protective properties, following application, do not wear

off in extremely dry and chilly conditions. It is a powerful lubricator for rough or

abraded skin and provides superior healing of sun burns.

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.

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 straplines

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.

BRAND VALUES

Boroline's brand management transcends the realms of marketing and enters the

territory of Total Quality Management (TQM) requiring significant inputs towards

continuous upgradation of production technologies and strict adherence to quality

standards in all spheres. As part of its stringent quality control measures, the company

has refrained from offloading production to contract manufacturers. Boroline is the

original antiseptic cream of India. Its intrinsic value has inured it to waves of metoo

challengers. Boroline – works wonders, the current sign-off, reflects the trust of

generations of consumers.

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 carry 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 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 finalcial 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.

PRODUCT DETAILS

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

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.

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%).

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.

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 specially 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.

Amla

Emblica officinalis or amla is a small, long living deciduous tree.

Amla fruits are the richest natural source of Vitamin C.

Amla or Amlaki is one of the strongest rejuvenatives in Ayurvedic medicine.

It rebuilds and maintains new tissues. Amlaki cleanses mouth, strengthens

teeth, nourishes bones and causes hair to grow.

In Ayurveda Amla is said to possess sattvic guna ( quality).

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.

3. SUTHOL

Summer heat brings with it many skin

problems – rashes, itches, skin

irritations & prickly heat.

Use Boroline’s Suthol, 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

How to use Suthol

Spray Suthol liberally on the body, after water bath.

Apply Suthol as many times as needed on skin irritations, itches and rashes,

regularly for at least a week. You will find the problems to be subsiding.

In case of cuts/wounds or skin affected over a concentrated area, it helps if

you wet a cotton patch liberally with Suthol, place it on the affected skin and

put a clean gauge on top fixing the entire dressing with a tape. Change this

dressing twice a day, definitely after bath. Do not let the dressing get wet

externally.

Suthol has a preventive effect on skin rashes. For prickly heat prone or pimple

prone skin, go on applying Suthol on the area as a preventive measure. You

will find that eruptions will be absent or much less frequent than usual.

Use Suthol as an after bath body conditioner to remain fresh. Spray Suthol

underarms & on other body parts. Or put a few drops on your palm and rub it

on your body. Or you may put a few drops of Suthol in a mug of water and

pour it on yourself after bath. Wipe dry without any further rinsing.

Suthol Antiseptic Skin Shower with Cetrimide & Chlorhexidine

Gluconate.

Cetrimide

Cetrimide is a quaternary ammonium disinfectant and cationic surfactant.It

dissociates in aqueous solution into a relatively large and complex cation and a

small anion.

It has bactericidal activity against Gram positive and at a higher concentration,

against some Gram negative organisms.

Solutions containing 1 to 3% cetrimide are used as shampoos to remove scales

in seborrhea of the scalp ( dandruff problem). Aqueous solutions containing

0.1 to 1% have been used for treatment of wounds and burns, for pre-operative

cleansing of skin and for removal of scabs and crusts in skin disease.

Chlorhexidine Gluconate

Chlorhexidine is an antiseptic that is active against Gram positive and Gram

negative organisms.

It disrupts the plasma membrane of the bacterial cell, and the bacterial cellular

contents are lost.

Chlorhexidine solutions leave a residue on the skin which gives a persistent

anti bacterial effect lasting 1 or 2 days.

Its actions are not affected by blood, pus or soap.

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 can now shower the affected part of the skin and experience

maximum relief. You could also use it regularly as a preventive.

4. 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.

Methyl Salicylate

Methyl Salicylate is methyl o-hydroxybenzoate.

It is a colourless or pale yellow or reddish liquid with a strong persistent

characteristic aromatic odour.

Methyl Salicylate is readily absorbed through the skin and is applied in

liniments and ointments for relief of pain in lumbago, sciatica and rheumatic

conditions.

Diclofenac

Diclofenac salt has analgesic, antipyretic and anti-inflammatory properties.

It is used for relief of pain and inflammation in conditions such as rheumatoid

arthritis, osteoarthritis, ankylosing spondilitis and acute gout.

Menthol

Menthol occurs as colourless, acicular or prismatic crystals or crystalline

powder with a penetrating odour.

When applied to the skin, menthol dilates the blood vessels, causing a

sensation of coldness followed by an analgesic effect.

Penorub’s Story

Penorub – ‘to rub away your pain’

Penorub is almost as old as Boroline and was as effective. Back then it

contained Iodine, was dark blue in colour and staining.

The modern avatar - Penorub Strong is translucent, completely non-staining

and contains Diclofenac salt, a modern and strong analgesic while retaining

the age-old, tested efficacy of Methyl Salicylate and Menthol.

The modern, up to date, Penorub Strong is truly a Potent Pain Manager.

MARKETING

STRATEGY

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.

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.

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

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

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.

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.

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.

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.

PONDS CREAM

A lightening moisturizer that,

Gives a radiant pinkish-white glow

Gently evens out skin tone

Nourishes your skin

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.

RESEARCH

METHODLOGY

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.

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.

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.

Judgement Sampling.

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

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

100 units of customers are the SAMPLE SIZE.

Sample Universe:

Lucknow.

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

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.

DATA ANALYSIS

ANALYSIS OF DATA:

1. Do you use BOROLINE?

a) Yes 67%

b) No 33% .

Interpretation

Maximum of the people use Boroline.

2. From where do you purchase BOROLINE?

1). Super Market 25%

2). Normal Retail Shop 50%

3). Other 25%

Interpretation

Maximum users buy Boroline from their local shop keeper, while super markets and

other sources are at 2nd choice of purchasing Boroline.

3. How do you rate the Boroline?

a) Good 70%

b) Average 26%

c) Below Average  4%

Interpretation

Most of the people rate Boroline Good only 4% people thinks that Boroline is below

average.

4. Are you satisfied with BOROLINE?

Yes 71%

No 29%

Interpretation

Most of the Boroline users are satisfied with the product.

5. Do you also use other products of Boroline?

Yes 68

No 32

Interpretation

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

6. Which other products of Boroline you Use?

Boroline’s Eleen 43%

Suthol 16%

Penorub 41%

Interpretation

Boroline’s Eleen was other most favorite brand of GD Pharmaceuticals aprt from

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

7. Are you satisfied with Eleen?

Yes 78%

No 22%

Interpretation

Most of the Eleen users are satisfied with the product.

8. Are you satisfied with Suthol?

Yes 68%

No 32%

Interpretation

Most of the Users who use Suthol are satisfied with it.

9. Are you satisfied with Penorub?

Yes 81%

No 19%

Interpretation

Most of the Penorub users are satisfied with the product.

10. Which other antiseptic cream you use except Boroline?

a) Boro Plus 42%

b) Ayur Herbal Cream 26%

c) Other 32%

Interpretation

Boro Plus is next preference of Customer’s after Boroline while Ayur Herbal Cream

comes after that.

11. How you come to know about Boroline?

Newspaper 31%

Television 36%

World of Mouth 33%

Interpretation

Most of the users came to know about the Boroline by Television advertisement.

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

Yes 82%

No 18%

Interpretation

Most of the users are satisfied with the price range of Boroline.

FINDINGS

FINDINGS

1. Boroline is most selling product of GD Pharma Ceuticals.

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 also 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.

SUGGESTIONS

SUGGESTIONS

1. Company should work to improve market share.

2. Company need to promote other brands too.

3. Company is missing the news paper 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 pop’s, canopy, outdoor bilboards,

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.

CONCLUSION

CONCLUSION

Product Image and Brand Personality:

Since our target market is urban and rural males and females with the age group of 10

to 45 years but we 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 we will be focusing on children’s, teenagers, youths and families 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:

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….

The time slot will be usually at 8 to 11 and on holidays and Sunday 10 to 2:30 in the

afternoon and in the evening after 7:30 pm.

For the 1st month daily repetitions during the selected prime times will be done.

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.

LIMITATIONS

LIMITATIONS

Everything in this world has its own advantages and disadvantages which shows

‘nothing is perfect’.

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.

ANNEXURE

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.

QUESTIONNAIRE

NAME:

AGE:

ADDRESS:

CONTACT No.:

1. Do you use BOROLINE?

Yes

No .

2. From where do you purchase BOROLINE?

Super Market

Normal Retail Shop

Other

3. How do you rate the Boroline?

Good

Average

Below Average 

4. Are you satisfied with BOROLINE?

Yes

No

5. Do you also use other products of Boroline?

Yes

No

6. Which other products of Boroline you Use?

Boroline’s Eleen

Suthol

Penorub

7. Are you satisfied with Eleen?

Yes

No

8. Are you satisfied with Suthol?

Yes

No

9. Are you satisfied with Penorub?

Yes

No

10. Which other antiseptic cream you use except Boroline?

Boro Plus

Ayur Herbal Cream

Other

11. How you come to know about Boroline?

Newspaper

Television

World of Mouth

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

Yes

No

THANKING YOU