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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 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.

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.

Indias 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 - anti, '"against" - 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 Market Share

All Purpose Antiseptic Cream BoroPlus, Boroline, Borosoft 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 tube-

Boroline. 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

Borolines 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 peoples 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 Indias 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. Parameters to Evaluate Mature Brand Yes No

1 Those brands have certain level of brand awareness associated

with them. Yes

2 Those brands have wide distribution network. Yes

3 Brand is either not growing as per the category growth or it is

declining or minimal growth @2%. Yes

4 Those brands have capacity to earn profits. Yes

5 Those brands have uniqueness advantage associated with its

product quality. Yes

6 Those brands have long held heritage. Yes

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

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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 1960s 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 pre-

Independence 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. Parameters to Evaluate Mature Brand Yes No

1 Those brands are either not technologically advanced or their

product quality is not updated. No

2 Those brands have distinct Point-of-Differentiation. Yes

3 They are moderate to premium priced in their product

category. Yes

4 The companys internal issue leads the brands towards

maturity. No

5 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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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. Borolines 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 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.

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)

Criteria Reasons For Brand

Maturity

Brand Perception Index

Danger

Index

Easiness

Index

Cost

Index

Time

Index

Managers

Strategic

Decision

Product

Character

There is slow down in the

new product launches. 3 1 3 2 3

Outdated technologies

generation. 1 1 1 1 1

The non-relevant line

extensions are done. 3 3 3 3 3

Product quality is low

compared to the

competitors product.

1 1 1 1 1

Competitive

Positioning

There is constant lowering

market share of the brand. 3 3 3 3

Number of new entrants is

increasing and they are

growing.

3 2

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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)

Criteria Reasons For Brand

Maturity

Brand Perception Index

Danger

Index

Easiness

Index

Cost

Index

Time

Index

Managers

Strategic

Decision

Target Market

There is non- renewal of

the target market. 3 2 2 2 3

New products offered by

the brand are not

welcomed.

3 2 2 2 3

Deteriorated merchandising

plan in volume (reduced

orders).

2 1 2 2 3

Communication

From The

Brand

There is constant decrease

in the investment for the

communication of the

brand.

3 2 3 3 3

The packaging is perceived

as old fashioned. 3 3 2 2 3

The brand is constantly

decreasing in its appearance

in television, movie and

hoardings.

3 1 3 3 3

The brands communication

style is appearing to be out-

of date.

3 2 3 3 3

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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.

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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 16-

25 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.