marketing strategies of boroline.docx

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A PROJECT REPORT ON MARKETING STRATEGIES OF BOROLINE Dissertation Report submitted in partial fulfillment for the award Master in Business Administration 2012-13

BY Mohd. Mahtab. MBA 4th semester Roll no. 1100122085

Under the guidance of Mr. HABIBUDDIN FACULTY OF MANAGEMENT AND RESEARCH INTEGRAL UNIVERSITY, LUCKNOW Dasauli, P.O. Bas-ha Kursi Road, lucknow

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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.

Submitted with regards MOHD.MAHTAB

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GUIDE CERTIFICATE This is to certify that Mr. Mohd. Mahtab, a student of MBA Second year having Roll no: - 1100122085, has completed his dissertation on the Subject A PROJECT 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

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TABLE OF CONTENT

TOPICS

PAGE NO.

CERTIFICATE…………………………………………………………………………2 ACKNOWLEDGMENT……………………………………………………………3 Company PROFILE………………………………………………………………5-15 PRODUCT DETAILS……………………………………………………………16-24 INDUSTRY PROFILE…………………………………………………………….25-29 MARKETING STRATEGIES…………………………………………………..30-38 RESEARCH OBJECTIVE……………………………………………………….40 RESEARCH METHODLOGY………………………………………………….41-45 i.

SAMPLE SIZE

ii.

SOURCE OF DATA

iii.

SAMPLING USED IN DATA COLLECTION

iv.

TECHNIQUE OF DATA COLLECTION

DATA ANALYSIS…………………………………………………………………46-58 FINDING, CONLUSIONS & SUGGESTIONS……………59-67 ANNEXURE…………………………………………………………………………68-70 i.

QUESTIONNAIR

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

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COMPANY PROFILE

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COMPANY HISTORY

GD

Pharmaceuticals

is

the

happy

outcome of the heady nationalistic wave that had engulfed all Indians during the pre-independence

era.

Its

founder,

GourmohonDutta, belonged to the rich merchant class of Calcutta. A practical patriot, he was convinced that the best way to help India was to contribute to her economic self-sufficiency. To actively do this, he decided to manufacture product of a quality equivalent to their foreign counterparts. It was a daunting task. Many dissuaded him against this venture. But GourmohonDutta followed his heart. With a glorious dream of free and self-sufficient India in his heart, he started manufacturing medicines. One of them would be the legendary green tube-Boroline. It had a humble beginning in his house in 1929. The celebrated journey had begun.

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BOROLINE Boroline is an over the counter

antiseptic

perfumed cream sold

in

India. The brand was launched in 1929 in Kolkata

by

Gourmohan Dutta, a Bengali merchant. Over the years, the brand's popularity soared, and it became an icon of national economic self-sufficiency in a nation that was still under the British rule. It is still one of the more popular brands in India.

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

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

It is manufactured by G D Pharmaceuticals Private Limited and was created in 1929. G D Pharmaceuticals over the years introduced and successfully marketed three more popular and effective products in India:

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

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

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

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PRODUCT HISTORY Boroline's history is inextricably intertwined with the dawning of India's nationalistic pride and struggle for independence. Founder, GourmohanDutta belonged to Calcutta's merchant class. He was already an established trader of imported goods, when the patriotic Swadeshi movement sweeping India, gnawed at him. He was convinced that the best way to help his country was to contribute to her economic self sufficiency. To realise this goal, he decided to manufacture products of a quality equivalent to their foreign counterparts. It was a daunting task. Many dissuaded him from this venture. But Dutta marched to the sound of his own distant drummer. He stopped importing goods altogether and started manufacturing medicines. One of these would be the legendary green tube – Boroline. The celebrated forward march of this product had a humble beginning in his house in 1929. To establish the brand identity, the logo was watchfully developed. The elephant signifies steadiness and strength. Moreover to the merchants, the elephant deity – Ganesha – has an auspicious significance. Keeping these values in mind, Dutta chose the elephant as Boroline's logo, hoping that it would bestow luck and spell success, for what was still considered a reckless venture. The logo caught on instantaneously. In the rural heart land and for the millions who cannot read, Boroline is still known as the 'hathiwala cream' (cream with the elephant logo).

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MARKET Through the year – but most markedly in winter – hundreds of thousands of people reach out for a tube of Boroline. This age-old, multipurpose remedy is seen as a panacea for minor nicks, chapped lips, cracked feet and a tonic for dry skin. With so many reasons to buy, competition multiplies four-fold, coming up from even those offering relief on any one of these counts. This octogenarian brand from Kolkata-based G D Pharmaceutical Limited has invigorated and inspired the entire over-the-counter (OTC) antiseptic cream market in India commanding an annual sale of 2.8 million litres valued at more than Rs. 180 crore (US$ 37.50 million). In this evolving segment Boroline, with its traditional quality and an unswerving commitment to consumers is the eminent front-runner with a market share of 21% (Source: ORG-Marg). The brand has made deep furrows across the country's distribution landscape, throwing up impressive data in its journey. Boroline enjoys a dealer penetration of 34.20% and directly services more than 300,000 retail outlets (source: internal data).

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ACHIEVEMENTS This continuous insistence on growth in strength rather than merely volumes has stood the brand in good stead. Boroline's most prodigious achievement has been its fairy-tale resurgence – a Phoenix-like rise from the ashes. The brand faced extinction when, in the early 1990s, production was stalled for two years due to stagnant pricing following a statutory order from the authorities. This meant, at that time, that every tube of Boroline sold was pushing the company towards greater loss. Production had to be brought down to a minimum. Boroline disappeared unceremoniously from retail shelves. This insecurity persisted for two years. Boroline, however, proved its brand goodwill, when on returning to the counters after this two-year hiatus, it was greeted by consumers with an emotion reserved for welcoming a long lost friend. In no time, sales had doubled. The story of Boroline is one of Indian industry's most remarkable tales of survival against all odds. After all, in a market littered with choices, brands have disappeared for a sin much less than non-availability. Since its inception, Boroline has been in a league of its own. Most Indians would have used it at some point in their lives or almost certainly would have known someone who did. The high recall value of this heritage product and its cult-like status stem from a single identifiable attribute: quality. Long-term users continue to find this trusted and versatile antiseptic unchanged in terms of safety and efficacy. Hand-medown testimonials about Boroline from older generations of users have steadily brought into contention a new breed of youngsters to replace the aging population. It is this churn that has allowed Boroline an unimpeded and continuous command of the market for 80 years. The company spends 5% of its annual earnings on research and development. As a consequence, newer production technologies have been developed resulting in enhanced operational efficiencies. Efficient distribution and high productivity have led to a cheerful state of affairs: Boroline loyalists have no complaints about either accessibility or affordability of their favourite product – a boon in the extremely

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.

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RECENT DEVELOPMENTS In keeping with the environmental concerns of the day, Boroline has switched to recyclable packaging, thus contributing its bit to the conservation of natural resources. However, it is in the area of extending its brand franchise, by entering the hair care market with a brand called Boroline's Eleen that Boroline has of late, excelled. This premium, herbal light hair oil, has, within five years, become one of the leading brands in its segment. The established medicinal value of Boroline has also been extended to a modern pain relieving formula called Boroline's Penorub, while Boroline's Suthol – an epidermal antiseptic – has been developed to soothe skin irritation, rashes, itches and infections. Boroline's vision is focused on its ultimate goal of integrative medicine – combining modern chemistry with the science of ancient Indian Ayurveda. The company believes that the amalgam of the old and the new has the potential to create safe, user-friendly, value- added products. The first steps in this development have already been taken with the setting up of the Boroline Herbal Garden – a state-of-the-art research facility in Kolkata.

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PROMOTION Boroline's brand image is the brain child of the founder's son, Murari Mohan Dutta. A marketing genius, he pioneered concepts that were years ahead of their times. In the late 1950s, Boroline had surged with concepts like brand image, rural marketing and event sponsorships. The brand took to the streets during festivals, cheered players in the grounds during cricket and football matches and launched a blitz of newspaper, magazine, radio and outdoor promotions. Boroline was everywhere, with everyone. It simply became a part of people's lives. Since 1982, every four years, Boroline has sponsored the Jawaharlal Nehru Invitation International Football Gold Cup. In terms of image building, Boroline has kept pace with the times. The changing strap lines reflect the course of promotional platforms of Boroline through the decades. In the 1950s, Boroline was a „tender face cream‟. In the 1960s, it changed to „Boroline for the skin. The skin needs Boroline‟. In the 1970s, the brand became more aggressive through „Boroline has no substitute‟. In 1976, „Boroline turned 50 – Not Out!‟ In the early 1980s, Boroline was „the hard working cream that protects your skin‟. In the late 1980s, it became trendy with „in a world full of surprises, thank goodness you can count on Boroline‟. In the early 1990s, to highlight its first-in-the-category status, Boroline was portrayed as „The Original‟. In the later half of the 1990s, it stood for „Boroline skin, healthy skin‟. In early 2000, the brand values were summed up with „Boroline – works wonders‟. The basic philosophy for the promotion of Boroline has been to emphasise its intrinsic worth. To preserve its jealously-guarded national image, Boroline has doggedly refused to sell the product by luring consumers with free gifts.

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AREA OF OPERATIONS Production: GD has two production units. One in Chakbagi, West Bengal, 16 kms from Kolkata. It has existing floor area of 48000 sq. ft

on

a

20

acre

plot.

The other unit is in Mohun Nagar Industrial area, Gaziabad, 5 kms from Delhi, measuring about 8000 sq. ft. Both factories comply with GMP norms. They have required licence from Drug Control Authorities, Factories Control, Labour Department, Pollution Control Board and all other relevant Government bodies. The production unit use fully automated machinery with minimum involvement of manpower to ensure reproducible quality. Every process in monitored by strict SOPs. Each step is documented and monitored by pre-assigned trained personal. Systems are in place to track each batch of starting material to the ultimate distribution point.

LOGISTIC, DISTRIBUTION AND MARKETING GD has established logistics, distribution and marketing infrastructure with associates who have been working together for more than 30 years. It has existing offices and ware housing facilities in 16 regional headquarters across India. A list of tested and reliable transporters carries on supplies which are meticulously insured. The Company specialized in Over the Counter (OTC) Pharmaceutical products and Healthcare Cosmetics, catering the vast Indian market through over 650 distribution channels situated throughout the country. The vast and scattered infrastructural elements are supported and monitored by a team of 90 trained, experienced and dedicated professionals. The Compant actively promotes using technology whenever it adds to increase in efficiency and productivity. The corporate office

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

SOCIAL RESPONSIBILITY The company ensures that packing materials used for its products is recyclable. In the factory, near Kolkata, special plantation projects contribute as a part of “Save Trees” campaign. A large water reservoir of 6000 sq. m. is maintained to provide balanced eco system, bio-degrading all pre-treated effluents. From across India, numerous economically under-privileged, terminally ill patients and children requiring heart surgery have applied and received financials assistance for treatment from the company.

GOODWILL OUR GREATEST ASET: Through every thought and action the company tries its best to enhance goodwill amongst its customers, business associates, the governing authorities, various groups and trade associations and every individual who the company comes in contact with. Boroline, the flagship brand, has been selected as an Indian Superbrand, twice in a row, for 2003-05 and 2006-07. We are proud that our name evokes trust.

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PRODUCT DETAILS

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1.

BOROLINE

 Antiseptic Perfumed Cream Smoothen Cracked Lips

Cure Cuts & Wounds

Soften Elbows & Abraded Skin

Cure Cracked Heels

Soften Nail Cuticles



Heal Post- Operative Stiches



Cure General Skin Infections



Smoothen Dry & Chapped Skin

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How to use Boroline 

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



Warming up Boroline and using it in molten state increases its efficacy – specially in curing skin infections.



In case the cut is open and deep, it is advisable to apply Boroline only when the cut has closed and begun to dry up. During early stages apply Suthol and keep the cut covered and dry.

Where not to use Boroline 

Do not use Boroline on pimples which occur due to excessive oil secretion. Boroline being oily itself will aggravate the problem.



Do not apply Boroline on very deep wounds, which are raw and weeping. Keep such wounds dry and covered, preferably washing with Suthol twice a day and using medication as per Doctor‟s advice. Cover with cotton and a clean gauge that allows air circulation.

Boric Acid Boric Acid has mild anti bacterial and anti fungal properties.

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

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Anhydrous Lanolin 

Lanolin is a natural product.



It increases the absorption of active ingredients.



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



Lanolin alcohols include Cholesterol (30%), Lanosterol (25%), Cholestanol (3%), Agnosterol (2%) and various other Alcohols (40%).

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Boroline’s Story The name Boroline is derived

from

ingredients, from

boric

its „Boro‟

powder,

which has antiseptic properties, and „olin‟

as

a variant of the Latin word oleum, meaning oil. The cream is combination of essential oils, waxes and its remarkable antiseptic properties are a result of boric powder and zinc oxide. The logo was carefully choosen for. Elephant signifies steadiness and strength. Moreover, to many, elephant has an auspicious significance. Keeping these values in mind, elephant was choosen as Boroline‟s logo, hoping that it would bestow luck and spell success. The logo caught on. In the rural heart land of India, Boroline is still known as the „hathiwala cream‟ (cream with the elephant logo).

Boroline’s Brand Values Boroline is the original antiseptic cream of India. “Boroline works wonders” the current sign off reflects the trust of generations of consumers. To three generations of Indian consumers, Boroline has evolved as a caring and trusted member of the family to whom one turns to when in need. Family values and tradition have continued to be an integral part of Boroline‟s brand profile. Boroline is a truly heritage brand.

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2. BOROLINE’S ELEEN

Perfumed light hair oil. Enriched with Amla& Vitamin - E

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

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Eleen’s Story 

Eleen was to be named Oleen, version of the word „Oleum‟ meaning „oil‟.



But it was not to be. The name Oleen was pre-registered. Several other names were tried. However by then the creative team were so used to Oleen that they did not want to let it go easily.



Then someone discovered that E of Emblica ( botanical name of Amla) and Vitamin E, if placed before the string of characters „ leen‟ forms a good name that rhymes with „Oleen‟ and contains the common character „E‟ of both the special ingredients in the product.



So there it was! Eleen finally got its name.

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3.

SUTHOL

Summer heat brings with it many skin problems

–

rashes,

itches,

skin

irritations & prickly heat. Use Boroline‟sSuthol, antiseptic skin shower because nothing gives you better relief than a shower. Summer Uses: Suthol antiseptic skin shower gives the best relief from summer skin problems. It provides 4 in 1 relief from prickly heat, rashes & itches, skin irritations and underarm itch. General Uses: Use Suthol as an after shave to disinfect & soothe. Suthol also sanitizes and helps cure cuts, minor burns & insect bite irritations

Suthol’s Story SUTHOL SKIN SHOWER Summer brings with it a variety of skin problems – rashes,

itches,

prickly heat and other skin irritations. Specialist powders provide some amount of relief. But in the heat of summer, nothing gives better relief than a refreshing shower. It is this instinctive feeling that has led to the launch of India‟s first antiseptic Skin Shower – Suthol. This breakthrough product combines the coolness of liquid and the antiseptic action of its active ingredients to provide maximum relief. The liquid format also allows for the active ingredients to seep into every pore of the affected area and hence works more effectively than popular powders or creams. Available in a bottle as well as a brand new spray format, you

24 can now shower the affected part of the skin and experience maximum relief. You could also use it regularly as a preventive.

PENORUB

Backache

Muscular cramps and Sprains

Arthritis

Shoulder ache

How to use Penorub 

Apply Penorub on the painful area and spread the gel evenly. Do not massage. Rest for a while. Penorub is absorbed quickly and acts very fast. The pain will vanish within a short time.



It is best to apply Penorub regularly before going to bed at night for at least a week even after the pain has subsided to avoid recurrence.



Penorub works even in chronic and old painful conditions. Apply regularly and remember to avoid such conditions which are known to escalate the pain.

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INDUSTRY PROFILE

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SKIN CARE MARKET India is one of the fastest growing markets for skin care products, and the target of most cosmetic majors is women between 18-35, with a monthly income of Rs. 10,000 and above. Indian cosmetic industry is heading for a complete makeover, rediscovering the long forgotten herbal formulas and beauty secrets. Those in the business say the going has never been better for the Indian beauty industry. Estimated at Rs 1800 crore, the industry is growing at 25 percent annually, while the growth rate of herbal cosmetics sector, estimated at Rs 400 crore is much higher - at 40 per cent. The natural and ayurvedic sector has seen a phenomenal growth in the last 2-3 years. The Indian cosmetic companies are just trying to rediscover, what was lying forgotten and untapped for a very long period. More and more companies are entering this lucrative market with a wide range of products. This market surely works on the doctrine "Consumer is the King". The leading players in this industry are Hindustan Lever Ltd., Ponds India Ltd., Lakme, Emami Ltd, Cavincare Ltd, Godrej Consumer Products Ltd., Lotus Herbals India Ltd., Procter and Gamble Hygiene and Healthcare Ltd., Cadila Healthcare Ltd. The latest entrant in the skincare market is Amway India Ltd.

27 SKIN CARE FACTS The skin is amazingly versatile and complex. It is the largest organ of the body and also serves countless essential functions and performs a large variety of roles. This resilient covering makes you waterproof and leak proof, and helps to protect your internal organs from the environment. Interesting Facts The skin of an average-sized adult covers an area of more than 7 square feet and weighs about 5 kg. The skin is thickest on the soles of the feet, and thinnest around the eyelids, lips and genitals. STUDY OF 4 P’S OF THE MARKETING MIX The major marketing management decisions can be classified in one of the following four categories: 

Product



Price



Place (distribution)



Promotion

These variables are known as the marketing mix or the 4 P's of marketing. The term “Marketing Mix” became popularized after Neil H. Borden published his 1964 article, The Concept of theMarketing Mix. The ingredients in Borden's marketing mix included product planning, pricing,branding, distribution channels, personal selling, advertising, promotions, packaging, display,servicing, physical handling, and fact finding and analysis. These four P‟s are the parameters that the marketing manager can control, subject to the internaland external constraints of the marketing environment. The goal is to make decisions that centrethe four P's on the customers in the target market in order to create perceived value and generatea positive response.

28 Product Decisions The term "product" refers to tangible, physical products as well as services. Here are someexamples of the product decisions to be made: 

Brand name



Functionality



Styling



Quality



Safety



Packaging



Repairs and Support



Warranty



Accessories and services

Price Decision Some examples of pricing decisions to be made include: Pricing strategy (skin, penetration) Suggested retail price Volume discounts and wholesale pricing Cash and early payment discounts Seasonal pricing Bundling Price flexibility Price Discrimination

29 Distribution (Place) Decisions Distribution is about getting the products to the customer. Some examples of distribution decisions include: 

Distribution channels



Market coverage (inclusive, selective, or exclusive distribution)



Specific channel members



Inventory management



Warehousing



Distribution centres



Order processing



Transportation



Reverse logistic

Promotion Decisions In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include: 

Promotional strategy (push, pull)



Advertising



Personal selling & sales force



Sales promotions



Public relations & publicity

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MARKETING STRATEGY

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

It generates the strategy that underlies sales techniques, business communication, and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, to keep the customer, and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management.

Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. Marketing department of BOROLINE is heading by marketing CEO and director. There are marketing managers for each product line

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.

ADVETISING AND MARKET MIX 

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



Price- Above the line and below the line advertising. Eg. Micromax -40 crores below the line and 60 crores above the line.



Place



Promotion- on the basis of appeal like fear, Humor, infomercials, creativity, competitive, offensive ,mobile advertising, internet, Bluetooth, Ambush advertising, film advertising.

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POSITIONING Advertising is effectively employed to create a specific position for it‟s product among many competitive products and services. For example: In cigarette advertising of different brands, positioning may be in regard to taste, or it‟s strength; the third may positioned as a personalized product, and the fourth may be positioned as a perfect blend of taste and flavor

BRAND POSITIONING Brand Image Brand Personality Brand Equity Brand Franchise

REPOSITIONING If a brand does not reposition at the right time, it may not get a second chance. Example--Iodex was almost the unassailable leader for several years in the pain balm market but was forced to reposition itself by Moov, which made rapid strides. Robin Blue had a powder variant before Ujala

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SEGMENTATION 

Geographical segmentation



Demographic segmentation



Psychographic segmentation



Benefit segmentation

EASE OF ADVERTISING 

Interactive advertising.



Retro advertising – Cadbury ,Smith n Jones



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



Ambient advertising



Pop advertising



Spoof advertising



Covert advertising –in film advertising



Road block advertising



Marketing research

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RELATIONSHIP OF ADVERTISING WITH OTHER PROMOTION MIX Advertisement in magazines and newspapers may provide leads and enquiries which salesmen can follow. Salesmen may bring to the attention of his co. Dealers the help they receive in their marketing efforts from advertising. Advertising build up brand preference though helping in making personal selling a lot more easily.

ADVERTISING AND PERSONAL SELLING Advertising aims at a group, i.e. mass while personal selling aims at individuals. Salesperson can tailor the message according to unique nature of each prospect. Measuring the effectiveness of advertising is difficult, however not the case in personal selling. People may skip an advt. But find it difficult to dismiss a salesperson. Personal selling is inefficient for mass market producers but mass comm. scores over it.

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RELATIONSHIP OF ADVERTISING AND SALES PROMOTION Advertising predisposes a person favorably for a product/ service /idea moving him towards its purchase. Sales promotion takes over this time. Advertising informs, persuades, or reminds about a product or service. Advertising make user aware of the kind of discounts, price offs, and other prizes that are available to them i.e. it strengthens the effectiveness of sales promotion. The offers given to the customers are well designed that leaves a greater impact. Helps in building customer loyalty.

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ADVERTTISING WITH SALES PROMOTION Advertising offers a reason to buy, sales promotion offers an incentive to buy. Advertising is more frequent and repetitive in comparison. While advertising is termed „above the line‟ comm. , sales promotion may be termed „below the line‟ comm. The ultimate goal of all three is to sell products, services, reputations, projects, etc indeed everything and anything.

RELATIONSHIP OF ADVERTISING AND PUBLICITY “You can‟t just put up your web site, open your store, offer your service or manufacture a product and then not do anything to attract customers!“ Here advertising is important it Provides a base for publicity. Advertising with Publicity: Advertising is openly paid for but not publicity. Presentation is programmed. Marketers have less control over publicity than they have over advertising. Publicity can both be negative or positive.

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COMPETITORS AYUR HERBAL CREAM It prevents ageing & dehydration of skin. A special cream for massage has extra moisturizing properties and imparts a glow to skin. It nourishes & rejuvenates sagging skin. The extra oil helps in increasing blood circulation. It's a revolutionary new cream. It nourishes, protects and revitalizes the skin, gratifying the thirst of every skin type, moves the progress of your skin forward visibly. It works on the marks of the entire face & makes your skin satiny soft. Gives devitalized & tired skin a clear youthful radiance. BOROPLUS Himani BOROPLUS is a skin-friendly preventive, protective herbal antiseptic cream. It is the largest selling antiseptic skin cream in India, Russia, Ukraine, Azerbaijan and Kazakhstan. As part of ongoing improvement of our products, the everyday BOROPLUS Essential Skincare range was introduced to meet every need and suit every skin. Himani BOROPLUS Essential Skincare with the unique blend of herbal actives and natural oil extracts in an advanced formulation gives your skin the perfect care it needs - providing effective solutions which work in harmony with the skin without any side effects.

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RESEARCH METHODLOGY

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OBJECTIVES OF THE STUDY



To understand the Brand value of BOROLINE.



To study the company profile of GD Pharmaceuticals.



To study various products of BOROLINE.



To study the competitive brands.



To understand marketing strategy of the BOROLINE.



To understand the Customer Perception about BOROLINE.

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RESEARCH METHODOLOGY Research in common parlance prefers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact research is an art of scientific investigation. Research is an academic activity and as such the term should be used in a technical sense.

Research Problem: In every organization “Distribution channel” makes its own place. All Business organizations are using Distribution Channel to provide her goods to manufactures to the end users. Because of which our study is going on to describe the “Consumer Perception about Boroline”.

Research Design: “Research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure”. In this research project we can take Descriptive Research for collection and analysis of Data.

Descriptive Research: Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. The main characteristics of this method are that the researcher has no control over the variables; he can only report what has happened or what is happening.

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.

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

43 Simple Random Sampling: - As it is very difficult to meet each and every respondent. So, we randomly select the sample and in this type of sampling every member has an equal chance of selection so that data has been collected randomly.

Sample Size: This refers to the number of items to be selected from the universe to constitute a sample. The size of the sample should not be too larger or too smaller. It should be optimum. An optimum sample is one which fulfills the requirements of efficiency, representatives, reliability and flexibility  50 units of customers are the SAMPLE SIZE.

Sample Universe: Lucknow.

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RESEARCH INSTRUMENT: Questionnaire: Questionnaire are formal set of question prepare to collect the required information. This is one of the most effective and popular techniques used in surveys. However one has to be careful while drawing up questionnaire before deciding on the questions it is important to understand the exact nature of the information required and who should be interviewed. The content, phrasing and the sequence of the questionnaire should also be clear and unambiguous. The knowledge levels of the target of respondent should also be kept in mind while drawing up the questions. Data Collection Methods: In dealing with any problem, once the sample has been selected data must be collected from the sample population. There are several ways of collecting the appropriate data, which defer considerably in the context of cost, time and other resources. Questionnaires, Personnel Interview, Open ended, close ended & multiple Questions in the questionnaire have been asked from the sample to draw a useful conclusion. They can be broadly divided into two into two categories: 

Primary Source



Secondary Source

Primary Data: Primary data is a data which is collected from a fresh for the first methods of collecting the primary data are as follows: 

Observation Method



Interview Method



Questionnaire Method



Depth Interview Method

time. There are several

45 

Content Analysis Method

The data collected in this project is primary data and they could be made through by Questionnaire and Observation method. Secondary Data: There are those data which have already been collected by someone else and have panel through statistical power. When the researcher utilizes secondary data, he has to look into various sources from where he can obtain data usually published data is available in: 

Technical and trade journals.



Books, Magazines & newspapers.



Public records & statistics.



Historical Documents and other resources.



Website journals, etc.

46

DATA ANALYSIS

47

ANALYSIS OF DATA: 1. Do you use BOROLINE? a) Yes

70%

b) No

30%

.

33% Yes

67%

Interpretation 67% of the people use Boroline.

No

48 2.

How do you rate the performance of Boroline? a) Good

70%

b) Average

26%

c) Below Average

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.

49 3.

Are you satisfied with BOROLINE? a) Yes

70%

b) No

30%

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

50 4.

Do you also use other products of Boroline? a) Yes

68%

b) No

32%

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

51 5. Which other products of Boroline you Use? a) Boroline‟sEleen

60%

b) Suthol

20%

c) Penorub

20%

41%

43% Eleen Suthol

16%

Penorub

Interpretation Boroline‟sEleen was other most favorite brand of GD Pharmaceuticals apart from Boroline. Penorub Balm was next while Suthol is less preferred in Boroline‟s Brand.

52 6.

Are you satisfied with Eleen? a) Yes

30%

b) No

70%

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

53 7. .Are you satisfied with Suthol? a) Yes

32%

b)

68%

No

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

54 8.

Are you satisfied with Penorub? Yes

30%

No

70%

19%

81%

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

Yes No

55 9.

Which other antiseptic cream you use except Boroline? a) Boro Plus

42%

b) Ayur Herbal Cream

26%

c)

32%

Other

32% 42%

Boro Plus Ayur Herbal Cream

26%

Other

Interpretation BoroPlus is next preference of Customer‟s after Boroline while Ayur Herbal Cream comes after that.

56 10. How do you know about Boroline?

A) Newspaper

31%

b) Television

36%

c)

33%

Word of Mouth

33%

31% News Paper Television

36%

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

World of Mouth

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

82%

b) No

18%

. 18%

Yes

82%

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

No

58

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

12%

b) Quality

62%

c) Goodwill

16%

d) Performance

2%

e) Other

8%

price

quality

2%

goodwill

8%

performance

12%

16%

62%

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

other

59

FINDINGS

60

FINDINGS 1. Boroline is most selling product of GD Pharmaceuticals. 2. Boroline is Market Leader in Anticeptic Cream Segment. 3. Most of the Boroline Users are satisfied with it. 4. Eleen is next favorite brand of Company. 5. Penorub is not so popular among users. 6. Boro Plus is biggest competitor of Boroline. 7. Users are satisfied with the price range of products. 8. Television advertisement of most favorable for the Boroline so far. 9. Product feature highlighted in the commercial and signature tune has appealed to most of the respondents. 10. Presence of product feature & Functions, exposure of social life & relationship, presence of creative design and jingle in an advertisement are more preferred by people.

61

SUGGESTIONS

62

SUGGESTIONS 1. Company should work to improve market share. 2. Company need to promote other brands too. 3. Company is missing the newspaper advertisement. 4. Company should work hard for marketing and advertisement. 5. Company should launch new attractive advertisements for all brands. 6. Packaging of the product should be changed with a new face. 7. People are aware of Boroline, so company should advertise heavily to stimulate purchase. 8. Various promotional activities such as canopy, outdoor billboards, Contest in various part of country need to be done. 9. Celebrity endorsement should be there who can relate with the product. 10. Fresh advertisement for TVC and print ads needs to be designed with high frequency.

63

CONCLUSION

64

CONCLUSION Product Image and Brand Personality: Since the target market is urban and rural males and females with the age group of 15 to 45 years but the primarily intend to focus on two age groups i.e. from 16 to 25 (youths) and from 25 to 30+ (Which are the job doing males and females). Creative strategy: In our ad there will be the focus on facing problems like Pimple

Acnes

Boils

Burns

Skin disorders

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

Media strategy: Promotion is a paid form of mass communication using a media. The media which we will be using to remind and propagate the awareness of our product are as follows:

65 Electronic media: We will be using television and radio to a large extent so as to get maximum recall and stimulate trial. The channels which we will be considering to air our advertisement are national, star plus, colors, Sony, Radio mirchi…. Print: Newspapers, Magazines, Hoardings and Billboards Newspapers: During the first 3 months major dailies across INDIA such as Navbharat Times, Punjab kesri, Times of India, Hindustan times which will carry prominent eye catching visual advertisement to remind and arouse interest in Boroline. Magazines: India today: one of the most famous magazines across INDIA Film fare: film fare magazine is one of the most read magazines by youth Grahashoba: famous Hindi magazine read by housewives Femina: Famous magazine read by females of metros Brunch: Weekly magazine of Hindustan Times Hoardings: Most of the major cities will carry a display of Boroline on hoardings at key points. Key areas such as near shopping malls, railway stations, cinema halls, metro stations, highways with heavy vehicular traffics will be covered. Internet: Advertising will be done by pop ups, email, email and through social networking sites.

66

LIMITATIONS

67

LIMITATIONS. Following are the problems faced: TIME CONSUMING: It is very much obvious that it is a time consuming process. So much time has been spent for this purpose. LOW PARTICIPATION: Obviously many respondents have not participated in this and have also created some problems which simply show that they were not interested. BIASNESS: Sometimes interested customers were also biased so the collected figures involve both positive and negative figures. It does not cover all the aspects of the company. AREA: Whole survey was based on Lucknow City customers only.

68

ANNEXURE

69

QUESTIONNAIRE NAME: AGE: ADDRESS: CONTACT No.:

1

Do you use BOROLINE? Yes No

.

2. How do you rate the performance of Boroline? Good Average Below Average 3. Are you satisfied with BOROLINE? Yes No 4. Do you also use other products of Boroline? Yes No 5.

Which other products of Boroline you Use? Boroline‟sEleen Suthol Penorub

6.Are you satisfied with Eleen? Yes No

70 7.Are you satisfied with Suthol? Yes No 8.

Are you satisfied with Penorub? Yes No

9.

Which other antiseptic cream you use except Boroline? Boro Plus Ayur Herbal Cream Other

10.

How do you know about Boroline? Newspaper Television Word of Mouth

11.

Are you satisfied with the price range of Boroline or its other products? Yes No

12

According to you which factors has made boroline survive for years? Price Quality Goodwill Performance Other

71

BIBLIOGRAPHY 1. Company‟s brochure 2. www.boroline.com 3. en.wikipedia.org/wiki/Boroline 4. www.mouthshut.com/.../Boroline-Anticeptic-Face-Cream-reviews-.. 5. Different Magazines like India Today, 4p‟s of Marketing etc.