Boroline Brand Strategy

CHAPTER VII – STRATEGIES FOR CHOSEN MATURE BRAND REVITALIZATION 7.0.0.0 Introduction In this chapter we would in detail discuss about the chosen mature brand Boroline from the Indian market. The researcher would discuss in detail about the Boroline’s history and how brand had developed with time. The brand would be evaluated on the characteristics of mature brand, parameters which mature brand should have to be revitalized and to identify the reasons for brand maturity. The strategies for brand revitalization would be suggested which would help the brand to regain its lost market share and market position.

7.1.0.0 About ‘FMCG Industry’ Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. Indiaʹs FMCG sector is the fourth largest sector in the economy and creates employment for more than three million people in downstream activities. Its principal constituents are Food & Beverages, Home Care, Personal Care, Non- Durables, Consumer Electronics, Pharmaceuticals and Others. The total FMCG market is in excess of Rs. 85,000 Crores. Food & Beverages, Home Care and Personal Care industry have been discussed in brief. In Personal Care the Skin Care industry has been discussed in detail focusing on the Antiseptic Cream market and various products under this category.

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Industry Overview (2010) The Indian FMCG industry at INR 1300 bn (around USD 30bn) accounts for 2.2% of the GDP (growing at robust 9%). In the last decade, the sector grew by 11% annually. The FMCG industry is expected to grow at a base rate of at least 12% annually to become an INR 4000 bn (around USD 90bn) industry by 2020. Figure 7.1 FMCG Industry Growth Chart

Source: Industry Reports FMCG Products The dendrogram given below indicates the principal constituent of the FMCG industry.

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Dendrogram 7.1 Classification Of The FMCG Industry

7.1.1.0 Personal Care Market Personal care category in India is valued at Rs 54.6 billion. An average Indian spends 8% of his income on personal care products. Till 2002-2003, Personal care products, except those in oral care category, were regarded as luxury items, and attracted a high excise duty of 120%. But the taxation reforms in India after 1991 have lowered the excise duty rates that make these products more affordable. It is divided into two segments: •

The premium segment

•

The popular segment

The premium segment caters mainly to urban high class and upper middle class, and is more brands conscious and less price sensitive. The popular segment caters to mass segments in urban and rural markets; prices here are around 40% of the premium segment prices. Personal care in India consists of Hair Oil, Rubs/Balms, Shampoos, Shaving Blade, Shoe Polish, Skin Creams, Talcum Powder, Toilet Soap, Tooth Brush and Tooth Paste (IMRB 2011). The below given dendrogram show the major segment in the personal care industry.

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Dendrogram 7.2 Classification Of The Personal Care Products

7.1.2.0 Skin Care Market The skin care market is valued at $180 million in India. With safe and effective procedures, advancement in medical technology, increase in awareness, the Indian Skin care solutions business is growing very fast. The skin care market can be segregated into toners, cleansers, antiseptic cream, sunscreens, anti-wrinkle creams, dark circle removing creams, astringents, facial creams, moisturizers, fairness creams, day and night creams, cold cream, anti ageing cream and others. Out of these, facial creams, moisturizers, fairness creams ,day and night creams and anti-ageing creams are the most popular products and account for approximately 60% of the skin care segment. The skin care market is at a primary stage in India. The penetration level for both the urban and rural market is low. Many people still prefer to use homemade and traditional products to cure the skin problems. However, within a period of five-six years, the use of skin care products has increased significantly in India. With changing life styles, increase in disposable incomes, greater product choice and availability, and influence of satellite television, more people are taking interest in personal grooming. The facial skin care market is booming. Products are competing with one another to take shelf space in the retail stores. Facial skin care products have become an essential part of the beauty market. Like western countries, creams and potions are applied in India also, in an effort

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to remove the pimples and the acne, fight stress and worry lines, and to remain young. Since the penetration level is still relatively low, growth is expected to be around 25% over the next five years (IBEF Report 2009). Some of the major players in this segment are Hindustan Lever (Fair & Lovely, Lakme, Ponds) with a market share of 53%, followed by Cavin Kare- Fairever with a market share of over12 % and Godrej-Fair Glow with a market share of 3.4 %. The other players that have a presence in the market are Emami (Gold Turmeric and Naturally Fair), Revlon (Fair & Glow) (IBEF Report 2009). Below given dendrogram show the various skin care cream as per the Indian market. Dendrogram 7.3 Classification Of The Skin Care Products

7.1.3.0 Antiseptic Product Market In India Antiseptics have been derived from Greek αντί - anti, '"against" σηπτικός - septikos, "putrefactive" are antimicrobial substances that are applied to living tissue. Any substance that inhibits the growth and reproduction of microorganisms is an antiseptic. Generally includes only those that are used on living objects (as opposed to disinfectants) and aren't transported by the lymphatic.

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In context with Indian antiseptic product market the antiseptic cream was introduced way back in 1929 by G D Pharmaceuticals from West Bengal. The firm Founder, Gourmohan Dutta was inspired by the patriotic Swadeshi movement came up with the Indian product ‘Boroline’. As the Indian FMCG market had grown up the antiseptic product market has also grown. Antiseptic cream market was about Rs.210 (2001, Org Marg). Since then market has seen various phases’ growth as well as decline, still the Indian FMCG industry has grown. Many international and Indian brands have grown in the market. Antiseptic products with the leading brands in each category have been shown in the table below: Table 7.1 Market Share Of The Antiseptic Products In India Antiseptic Product

Leading Brands

All Purpose Antiseptic Cream BoroPlus, Boroline, Borosoft

Market Share Boroplus- 60%, Boroline-21%, Borosoft 19%

Antiseptic Liquid

Dettol, Savlon

Dettol 84%, Savlon 13%

Herbal Antiseptics Cream

Vicco Turmeric

4%

Antiseptic Soap

Dettol

35%

Antiseptic Liquid Soap

Dettol, Lifebuoy

Dettol-51%, Lifebuoy-20%

Antiseptic Cream for Burns

Burnol

7%

As per table 7.1 the major player in antiseptic product is Dettol in comparison to other brands in various product categories. The brand Dettol has been able to capture the market share and had been able to maintain the same for years. The reason for this performance is that the brand has been continuously revitalized as per the prevailing market conditions. As discussed in Chapter V brand Dettol had been revitalized due to competition, brand line extension and change in the target market preference.

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The antiseptic product although it has grown in its product line extension but as far as the penetration and brand awareness of the antiseptic cream is concerned there is much more needed to be done. As per the Industry Report 2009 the penetration level of antiseptic cream is as low as 1.7%. Figure 7.2 Penetration Level Of FMCG Products Chart

The positive side of the low penetration indicates that there is more scope for the product growth and long term strategies can be made on these products.

7.2.0.0 About ‘Khusbuwala Cream - Boroline’ 7.2.1.0 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.

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

7.2.2.0 Brand Boroline Boroline is the happy outcome of the heady nationalistic wave that had engulfed all Indians during the pre-Independence era. Its founder, Gourmohan Dutta, belonged to the rich merchant class of Calcutta. He was already an established trader of imported goods, when he decided to join the Swadeshi movement. 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 products of a quality equivalent to their foreign counterparts. It was a daunting task. Many dissuaded him against this venture. But Gourmohan Dutta followed his heart. He stopped importing goods altogether. 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. To establish the brand identity, the logo was developed carefully. For all Indians, and especially the merchant class, the Elephant God – or Ganesha – has an enormous significance. The elephant signifies steadiness. It is also synonymous with success or ‘siddhi‘. Keeping these 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 immediately. In the rural heartland and for the millions who cannot read, Boroline is still known as the ‘hathiwala cream’ (cream with the elephant logo).

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7.2.3.0 Product Boroline 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. Boroline is a combination of essential oils, waxes and its remarkable antiseptic properties are a result of boric powder and zinc oxide. Boric Acid has mild anti bacterial and anti fungal properties. Zinc Oxide is a mild astringent for the skin and has a soothing and protective action in skin infections. 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%). 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 to cure cuts and bruises, shows fastest healing of stitches after operation and protects heels against cracks. It is the only cream that stays on in extremely dry and chilly conditions to protect the skin. It is the greatest lubricator for rough or abraded skin. It also provides the best healing for sun burnt skin. To its users, Boroline is a trusted friend - a friend in need.

7.2.4.0 Brands Promotion Boroline's brand image is the brainchild of the founder's son, Murari Mohan Dutta. A marketing genius, he pioneered marketing concepts that were decades ahead of their times. In the late 1950s, when concepts like brand image, rural marketing and event sponsorships were virtually unknown in the Indian market, Boroline went ahead to explore all possible avenues of brand building. Boroline took to the streets during festivals, cheered the 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

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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 latter half of the 1990s, it stood for ‘Boroline skin, healthy skin’. In early 2000, the brand values were summed up with ‘Boroline - works wonders’. In the year 2010 the company had come up with new tag line ‘wake up to a happy skin with BOROLINE’. The chronological order for the advertising tag line has been given below: 1950- Tender face cream. 1960 – BOROLINE for the skin, skin needs BOROLINE. 1970 – BOROLINE has no substitute. 1980- The hard working cream that protects your skin. 1990 -The original, BOROLINE skin healthy skin. 2000- WOW FACTOR!!!! BOROLINE works wonder. 2010 - Wake up to a happy skin with BOROLINE.

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7.3.0.0 Boroline Journey From Being Market Leader To A Marginal Player Up till 1990 the brand Boroline was the market leader having the lion share in the market of 90%. The brand was positioned as the “all purpose antiseptic cream” which can be used for cosmetic purposes, like dry skin, chapped lips and protects heels against cracks etc. as well as medicinal uses like cuts, wounds and shows fastest healing of stitches after operation. 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. Apart brand refused to give free gifts to attract the customers which the competitors were doing in big way. The other strategies adopted by the competitor brand had been discussed in detail in the following section.

7.3.1.0 Competitors Strategy For Brand Boroline, 'stickiness' has an element of irony. It was its stickiness that a clever competitor used to dissuade customers away from the brand. That was 20 years ago, when BoroPlus, from house of Emami, stormed the market and changed the rules of the games, forever. BoroPlus used the white and lavender colour packs as a first step in differentiation. The second and more fundamental difference was "lightness" of the cream. "Gudiya rani badi sayani….." the commercial highlighted the word plus to value — those were early days

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of consumer promotion. Last but not the least, was Emami's decision to question the plank of "antiseptic cream" that Boroline adhered to so strongly. Aspersions over the 'antiseptic' attribute of the brand stuck. So much so that Boroline lost out being categorized as a medicinal product and instead got bracketed as a cosmetic one. Concessional levies and taxes built into the pricing of the product too were lost once Boroline started to be treated as any other cosmetic product. "Yet Boroline's owners GD Pharmaceuticals did not respond to any competition seriously in the mid '80s. There also was a shortage of stock. This almost amounts to arrogance on part of an FMCG company," Harsh Agarwal, director, Emami Industries, points out.

7.3.2.0 Key Players In The Market Boroplus Leader in the antiseptic cream market with a 60% share Largest selling antiseptic cream not only in India but also in Ukraine, Russia and Nepal Sales grew by 15% in FY 10. Growing at CAGR of 18% in last 5 years Boroplus Brand improved its rating to 46th from 77th last year, among India’s most trusted brands across all categories by Brand Equity Survey, 2010 Launched brand extension – Body Lotion and Healthy and Fair winter cream. Source: Investor Presentation February’ 2011 Borosoft Today, BoroSoft is the 3rd largest brand in its category (Boro Antiseptic Creams) with a market share of 19%. It enjoys more than 93% brand awareness –amongst all users of skin creams.

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By positioning it as a Dry Skin Specialist the brand has now been made more relevant to users of BoroPlus & Boroline. Its premium, cosmetic imagery has made it possible to extend its equity into other skin care products viz., BoroSoft Dry Skin Soap and BoroSoft Thick Lotion for Dry Skin. Source: http://pharmatok.blogspot.com/ Khanjan Kotecha February 13, 2010

7.4.0.0 Brand Boroline Evaluation On The Characteristics Of Mature Brand Table 7.2 Evaluating Brand Boroline On The Characteristics Of Mature Brand

Characteristics Of Mature Brands (Boroline)

S. No. 1 2 3 4 5 6

Parameters to Evaluate Mature Brand Those brands have certain level of brand awareness associated with them. Those brands have wide distribution network. Brand is either not growing as per the category growth or it is declining or minimal growth @2%. Those brands have capacity to earn profits. Those brands have uniqueness advantage associated with its product quality. Those brands have long held heritage.

Yes Yes Yes Yes Yes Yes Yes

Note: The brand should meet the above characteristics to define as a mature brand.

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No

7.4.1.0 Supporting Facts For Characteristics Of Mature Brands (Boroline) •

Those brands have certain level of brand awareness associated with them: Boroline brand has certain level of brand awareness associated with it. As per Mahashweta Dutta (Director, GD Pharmaceuticals) in the rest of the country (apart from East India), concedes that while the brand awareness is high, the relevance of the product in the younger end of its target group has been forgotten. To fill this lack of communication, Boroline has now signed on Raima Sen as its first ever brand endorser for a two year period.

•

Those brands have wide distribution network: Boroline brand have wide distribution network. The brand enjoys a 34.2% dealer penetration, directly servicing 3 lakhs retail outlets across India.

•

Brand is either not growing as per the category growth or it is declining or minimal growth @2%: Before nineties Boroline was the market leader in its product category. The scenario changed and Boroline slipped from market leader brand to mere follower brand. Today market share of Boroline has slipped below 20% while the Boroplus brand enjoys the market share of 74% in 269 crore Boro antiseptic market. (Data from Sify.com). Hence it can be stated that the brand growth is declining.

•

Those brands have capacity to earn profits: Boroline brand has capacity to earn profits. Boroline has a strong penetration in East Indian markets such as West Bengal, Assam and Orissa. Brand if nurtured appropriately can again become a market leader brand.

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•

Those brands have uniqueness advantage associated with its product quality: Boroline brand have uniqueness advantage associated with its product quality. Boroline has antiseptic properties and 'oline' as a variant of the Latin word 'oleum' meaning oil. Boroline 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 to cure cuts and bruises, shows fastest healing of stitches after operation and protects heels against cracks. It is the only cream that stays on in extremely dry and chilly conditions to protect the skin. It is the greatest lubricator for rough or abraded skin. It also provides the best healing for sun burnt skin. Boroline is the skin care cream which is antiseptic as well as saves the skin from dryness during winters. The brand was established as the cream for skin in 1960’s since then it has continued to be a skin care cream.

•

Those brands have long held heritage: Boroline brand have long held heritage. Boroline antiseptic cream has come a long way since its launch in the preIndependence era, in 1929. The winter cream that hails from West Bengal has, over the years, become a family brand trusted by generations.

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7.5.0.0 Brand Boroline Evaluation On The Parameters Of Mature Brand Needs To Be Revitalized Table 7.3 Evaluating Brand Boroline On The Parameters Of Mature Brand Needs To Be Revitalized

Parameters For Evaluating Mature Brands Needs To Be Revitalized (Boroline)

S. No. 1 2 3 4 5

Parameters to Evaluate Mature Brand

Yes

Those brands are either not technologically advanced or their

No

product quality is not updated. Those brands have distinct Point-of-Differentiation. They are moderate to premium priced in their product category.

Yes Yes

The company’s internal issue leads the brands towards

No

maturity. The brands which need to be revitalized should have focused management with resources.

Yes

6

Those brands have wide distribution network.

7

Those brands may have the loyal customer base.

Yes

8

Those brands have long held heritage.

Yes

9

Customer brand awareness has narrowed down.

Yes

10

Those brands are under priced or under promoted.

Yes

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No

Note: The brand should meet at least seven out of ten criteria to be revitalized.

7.5.1.0 Supporting Facts Parameters For Evaluating Mature Brands To Be Revitalized (Boroline) •

Those brands are either not technologically advanced or their product quality is not updated: Boroline brands are either not technologically advanced or their product quality is not updated. Boroline’s brand management thus transcends the realms of marketing and enters the territory of Total Quality Management (TQM) requiring significant inputs towards continuous up gradation 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 off-loading production to contract manufacturers. The company spends 5% of its annual earnings on research and development. As a result, newer production technologies have been developed resulting in enhanced operational efficiencies.

•

Those brands have distinct Point-of-Differentiation: Boroline brand have distinct Point-of-Differentiation. Brand boroline usp is- ‘it acts as excellent skin care cream during extreme winters to fight against dryness’. As per the consumers of the cream it had worked exceptionally well to fight against dryness due to cold in places like Amaranth and Antarctica.

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•

They are moderate to premium priced in their product category: Boroline is moderate to premium priced in their product category. As majority of the category sales come from medium-sized packs. The details of the Boroline price in comparison to the competition brand are as follows: Boroline21gms-Rs.20/BoroPlus 20gms -Rs.22/BoroSoft 25gms- Rs. 18/Hence, it can be stated that the brand is premium priced in its product category.

•

The brands which need to be revitalized should have focused management with resources: Boroline has separate marketing division which focuses only on the branding of the product.

•

Those brands have wide distribution network: Boroline brands have wide distribution network. The brand enjoys a 34.2% dealer penetration, directly servicing 3 lakhs retail outlets across India.

•

Those brands may have the loyal customer base: Boroline brand have the loyal customer base. According to K V Sridhar, national creative director of Leo Burnett says it’s the ‘trust’ factor that has worked for Boroline. “Neither has the cream itself, nor the technology, or the packaging changed. The fact that it has acquired home remedy status further enhances its appeal.” He adds, “Unlike big FMCG brands, Boroline has maintained its fantastic relationship with regional distributors. This encourages word-of-mouth publicity and brand equity. But to resonate with the new generation, it should make subtle changes so it retains its loyal customers while appealing to younger ones.”

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•

Those brands have long held heritage: Boroline antiseptic cream has come a long way since its launch in the pre-Independence era, in 1929. The winter cream that hails from West Bengal has, over the years, become a family brand trusted by generations.

•

Customer brand awareness has narrowed down: Boroline brand awareness had narrowed down drastically. The overall market share of Boro Plus in competition to Boroline is 74% in all across India while only sector where Boroline market share is more than BoroPlus is East India. In this part BoroPlus market share is 55% while Boroline is 60% in the region. Thus it can be said that the brand awareness is there but it has narrowed down.

•

Those brands are under priced or under promoted: Boroline brands are under priced or under promoted. The brand is not under priced, but it is definitely under promoted. Brand had drastically lost its appearance on TV, Cinema, and Print Media. They have now signed on Raima Sen as its first ever brand endorser for a two year period. In fact, the competing brand BoroPlus had been promoting the brand through various brand ambassadors for more than a decade.

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7.6.0.0 Brand Boroline On The Brand Scorecard For Identifying & Evaluating The Reasons Of Brands Maturity Table 7.4 Evaluating Brand Boroline On The Brand Scorecard For Identifying & Evaluating The Reasons Of Brands Maturity Brand Scorecard For Identifying & Evaluating The Reasons Of Mature Brands Maturity (Boroline) Brand Perception Index Criteria

Reasons For Brand Maturity

Danger Easiness

Cost

Time

Index

Index

Index

There is slow down in the new product launches. Outdated Product Character

technologies

generation. The

non-relevant

line

extensions are done.

Index

Managers Strategic Decision

3

1

3

2

3

1

1

1

1

1

3

3

3

3

3

1

1

1

1

1

3

3

3

3

Product quality is low compared

to

the

competitors’ product. There is constant lowering market share of the brand. Competitive Positioning

Number of new entrants is increasing and they are

3

growing.

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2

Table 7.4 Evaluating Brand Boroline On The Brand Scorecard For Identifying & Evaluating The Reasons Of Brands Maturity (Contd.) Brand Scorecard For Identifying & Evaluating The Reasons Of Mature Brands Maturity (Boroline) Brand Perception Index Criteria

Reasons For Brand Maturity

There is non- renewal of the target market.

Managers

Danger

Easiness

Cost

Time

Index

Index

Index

Index

3

2

2

2

3

3

2

2

2

3

2

1

2

2

3

3

2

3

3

3

3

3

2

2

3

3

1

3

3

3

3

2

3

3

3

Strategic Decision

New products offered by

Target Market

the

brand

are

not

welcomed. Deteriorated merchandising plan in volume (reduced orders). There is constant decrease in the investment for the communication

of

the

brand. The packaging is perceived

Communication

as old fashioned.

From The

The brand is constantly

Brand

decreasing in its appearance in television, movie and hoardings. The brands communication style is appearing to be outof date.

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7.7.0.0 Strategies For The Khusbuwala Cream Boroline To Make Come Back After evaluating the brand on the brand score card the strategies for brand reviving the brand Boroline has been discussed as follows:

7.7.1.0 Strategies For Product •

Brand category extension: Category extensions happen when the parent brand is used to enter a different product category (Kotler XII Edition). Boroline can do brand category extension by introducing the talcum powder for summers, face wash. This is required because the company does not have product offering for its consumer in the summers. As per the study brand is having strong presence in the Eastern part of the country. Since this part of the country faces both extreme winters and summers so by introducing the product for summers would be a hit. This can be gradually extended to Northern, Southern and Western part of the country.

•

Brand line extension: Line extensions happen when the brand launches the new product in the same category targeting a new segment through new flavors, added ingredients, package sizes etc. (Kotler XII Edition). Boroline can extend the brand line extension by introducing boroline face cream, boroline cream for foot, boroline body lotion for attracting the new target market. The brand line extension would be able to attract the new customer as well as old customers would not require much effort to be convinced to buy the new product as they are already convinced by using the old product Boroline.

7.7.2.0 Strategies To Overcome Competition •

Ensure that the brand is available for purchase: If the brand is planning for extending to various parts of the country, it should be easily available to the consumers. As many customers find it difficult to buy the product so the company should work upon it.

280

•

New distribution outlets: Currently the company is having 3lakhs distribution outlets (Super brand 2010). These distribution outlets are very small in numbers in comparison to Boroplus 16 lakhs (Emami Annual Report 2010) distributors all across India.

7.7.3.0 Strategies For Target Market •

Change the brand image: Brand image can be changed by changing the logo, repositioning the brand, re-launching the brand or by making small changes in the brand like by adding word New to the brand name. As Nescafe, Bournvita, Vick Vaporub and Horlicks had done by adding the word New as a prefix to the brand name. Today most of the users of this product are old aged people. Over the years, marketers of Boroline have kept the same package to keep it as heritage brand. Probably they failed to understand the need of the new generation consumer. So the brand image needs to be changed. This would give the brand new market.

•

Balancing new and old target markets: Firms have multiple market segments they can target to grow their sales. All firms face trade-offs in their marketing efforts to attract new customers versus their efforts to retain existing ones. Since the brand has been in the market for more than eighty years its target market may be split into two groups based on the age. One target market may be of the age 1625 years and the other target market group of 35-45 years. The brand has to come up with two different products for these different target markets. This would ensure that new as well as old target market of the brands have been considered by the brand during its brand revitalization procedure.

•

Identifying neglected segments: Segmenting on the basis of demographic variables and identifying neglected segments is thus one viable brand revitalization option. Boroline has many neglected segments like they do not have product for summers and products for various skin related problems.

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7.7.4.0 Strategies For Communication From the Brand •

Multiple marketing communication programs: One approach to attracting a new market segment for a brand while satisfying current segments is to create separate advertising campaigns and communication programs for each segment. The management can go for communication program via TV advertisement, radio and print media. The communication program can be done in a phased manner. The management can divide the country in four zones and then launch the campaign as per the zone at different intervals.

•

Associate the brand with relevant goals: It is very essential for brand which is doing brand revitalization needs to be associated with relevant goal. If the revived brands relevant goal is communicated clearly to its consumer it gives the consumer confidence and reason for buying the brand. This in turn would not require much effort to convenience the consumer for buying the brand.

•

Alter packaging to influence usage: Studies have shown that Boroline packaging is perceived to be old by its consumers. The management reasons for not changing the packaging is that the product is used by the illiterate consumer more and by altering the packaging it would be difficult for them to find the product. To overcome this issue the researcher would suggest that packing can be changed in various phases. First the outer packaging should be changed by using different colour. They can make the logo bigger in the size to be more prominent for the existing target market. In the second phase they can change the inner product carrying tube. It can be done by using more vibrant colour in green. In third phase the new packaged product should be introduced in the market.

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Brands communication style: Boroline had been doing branding since the time when branding concept was not known in India. Boroline's brand image is the brainchild of the founder's son, Murari Mohan Dutta. A marketing genius, he pioneered branding concepts that were decades ahead of their times. In the late 1950s, when concepts like brand image, rural marketing and event sponsorships were virtually unknown in the Indian market, Boroline went ahead to explore all possible avenues of brand building. Boroline took to the streets during festivals, cheered the 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. But now the brand communication style is appearing to be outdated. They are not relevant to the target market and new generation. The brand needs to adopt the new communication style which is more relevant and effective.

7.8.0.0 Conclusion One of the objectives of this research study was to identify mature brand and suggest strategies to revitalize it. In this chapter brand Boroline was chosen to identify whether the brand has the characteristics of mature and it was evaluated on the parameters to categorize that is it worth to revitalize the brand. This study revealed some unknown facts about the brand like, it was established in 1929 in Pre-Independence era. Brand is from Kolkata. Still the brand has largest market share in the Eastern part of the country. No product can beat the brands performance during the winter season. As suggested the strategies to revitalize the brand had also been recommended. If the company and management take the decision to revitalize the brand it can again become the No.1 brand and regain its lost position.

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