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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 Borolines 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.
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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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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
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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
Market Share
Boroplus- 60%, Boroline-21%,
Borosoft 19%
Antiseptic Liquid
Dettol, Savlon
Vicco Turmeric
4%
Antiseptic Soap
Dettol
35%
Dettol, Lifebuoy
Dettol-51%, Lifebuoy-20%
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.
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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.
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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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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.
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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
S. No.
1
2
3
4
5
6
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
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.
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 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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S. No.
1
2
3
4
5
Yes
No
Yes
Yes
No
maturity.
The brands which need to be revitalized should have focused
management with resources.
Yes
Yes
Yes
Yes
10
Yes
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No
Note: The brand should meet at least seven out of ten criteria to be revitalized.
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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 its 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.
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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Danger Easiness
Cost
Time
Index
Index
Index
technologies
generation.
The
non-relevant
line
Index
Managers
Strategic
Decision
to
the
competitors product.
There is constant lowering
market share of the brand.
Competitive
Positioning
growing.
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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
Managers
Danger
Easiness
Cost
Time
Index
Index
Index
Index
Strategic
Decision
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
Brand
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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.
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.
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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.
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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.
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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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