INDUSTRY PROFILE

SKIN CARE MARKET

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

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

These variables are known as the marketing mix or the 4 P's of marketing. The term Marketing Mix became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. These four Ps are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make

decisions that centre the four P's on the customers in the target market in order to create perceived value and generate a positive response. Product Decisions The term "product" refers to tangible, physical products as well as services. Here are some examples of the product decisions to be made: Brand name Functionality Styling Quality Safety Packaging Repairs and Support Warranty Accessories and services

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

Distribution (Place) Decisions Distribution is about getting the products to the customer. Some examples of distribution decisions include: Distribution channels Market coverage (inclusive, selective, or exclusive distribution) Specific channel members Inventory management Warehousing Distribution centres Order processing Transportation Reverse logistic

Promotion Decisions In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include: Promotional strategy (push, pull) Advertising Personal selling & sales force Sales promotions Public relations & publicity

COMPANY PROFILE

COMPANY HISTORY
GD Pharmaceuticals is the happy outcome of the heady nationalistic wave that had engulfed all Indians during the preindependence era. Its founder,

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

BOROLINE
Boroline is an over the counter antiseptic

perfumed cream sold in India. The brand was launched in 1929 in Kolkata by

Gourmohan Dutta, a Bengali merchant. Over the years, the brand's popularity soared, and it became an icon of national economic self-sufficiency in a nation that was still under the British rule. It is still one of the more popular brands in India. It is meant to be used for cuts, cracked lips, rough skin, and to treat infections. It is a combination of the antiseptic boric acid, the astringent and sunscreen zinc oxide, and the emollient lanolin. It is manufactured by G D Pharmaceuticals Private Limited and was created in 1929. G D Pharmaceuticals over the years introduced and successfully marketed three more popular and effective products in India: 1)Suthol - an antiseptic liquid which takes care of all skin problems. 2)Eleen - a perfumed light hair oil with the goodness of amla (Emblica officinalis) & vitamin-E. 3)Penorub - a medicated ointment which treats all sorts of aches, sprains, cramps & gives relief from arthritis

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

MARKET
Through the year but most markedly in winter hundreds of thousands of people reach out for a tube of Boroline. This age-old, multipurpose remedy is seen as a panacea for minor nicks, chapped lips, cracked feet and a tonic for dry skin. With so many reasons to buy, competition multiplies four-fold, coming up from even those offering relief on any one of these counts. This octogenarian brand from Kolkatabased G D Pharmaceutical Limited has invigorated and inspired the entire over-thecounter (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: ORGMarg). The brand has made deep furrows across the country's distribution landscape, throwing up impressive data in its journey. Boroline enjoys a dealer penetration of 34.20% and directly services more than 300,000 retail outlets (source: internal data).

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

productivity have led to a cheerful state of affairs: Borolineloyalists have no complaints about either accessibility or affordability of their favourite product a boon in the extremely price sensitive Indian mass market. Among Boroline's proudest achievements is its maturing into a responsible corporate citizen of the country. Highly conscious of its social responsibilities, it has ensured that its packaging is entirely recyclable. In its factory near Kolkata, special plantation projects contribute to ensure environmental protection as a part of the Save Trees campaign. In addition, Boroline maintains a large water reservoir of 6000 square metres to provide a balanced ecosystem, biodegrading all pretreated effluents. In a very private, very special compassionate and humanitarian gesture Boroline helps economically underprivileged, terminally ill patients and children requiring heart surgery, financial assistance for treatment.

PRODUCT
The name Boroline is derived from its ingredients, 'Boro' from boric powder, which has antiseptic properties, and 'oline' as a variant of the Latin word oleum, meaning oil. The cream is a combination of essential oils, waxes and its remarkable antiseptic properties are a result of boric powder and zinc oxide. This potent combination of ingredients protects the affected skin against germs and facilitates rapid growth of epidermal cells. It is for this reason that Boroline works wonders on cuts and bruises, promotes fast healing of scars following surgery and defends the skin against chapping and cracking. Its protective properties, following application, do not wear off in extremely dry and chilly conditions. It is a powerful lubricator for rough or abraded skin and provides superior healing of sun burns.

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

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

BRAND VALUES
Boroline's brand management transcends the realms of marketing and enters the territory of Total Quality Management (TQM) requiring significant inputs towards continuous upgradation of production technologies and strict adherence to quality standards in all spheres. As part of its stringent quality control measures, the company has refrained from offloading production to contract manufacturers. Boroline is the original antiseptic cream of India. Its intrinsic value has inured it to waves of metoo challengers. Boroline works wonders, the current sign-off, reflects the trust of generations of consumers.

AREA OF OPERATIONS
Production: GD has two production units. One in Chakbagi, West Bengal, 16 kms from Kolkata. It has existing floor area of 48000 sq. ft on a 20 acre plot. The other unit is in Mohun Nagar Industrial area, Gaziabad, 5 kms from Delhi, measuring about 8000 sq. ft. Both factories comply with GMP norms. They have required licence from Drug Control Authorities, Factories Control, Labour Department, Pollution Control Board and all other relevant Government bodies. The production unit use fully automated machinery with minimum involvement of manpower to ensure reproducible quality. Every process in monitored by strict SOPs. Each step is documented and monitored by pre-assigned trained personal. Systems are in place to track each batch of starting material to the ultimate distribution point.

LOGISTIC, DISTRIBUTION AND MARKETING

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

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

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

GOODWILL OUR GREATEST ASET:

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

PRODUCT DETAILS

1.

BOROLINE

Antiseptic Perfumed Cream

Smoothen Cracked Lips

Cure Cuts & Wounds

Soften Elbows & Abraded Skin

Cure Cracked Heels

Soften Nail Cuticles

Heal Post- Operative Stiches Cure General Skin Infections Smoothen Dry & Chapped Skin

How to use Boroline

Clean the skin well and then apply Boroline gently massaging in the cream. Warming up Boroline and using it in molten state increases its efficacy specially in curing skin infections. In case the cut is open and deep, it is advisable to apply Boroline only when the cut has closed and begun to dry up. During early stages apply Suthol and keep the cut covered and dry.

Where not to use Boroline

Do not use Boroline on pimples which occur due to excessive oil secretion. Boroline being oily itself will aggravate the problem. Do not apply Boroline on very deep wounds, which are raw and weeping. Keep such wounds dry and covered, preferably washing with Suthol twice a day and using medication as per Doctors advice. Cover with cotton and a clean gauge that allows air circulation.

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

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

Anhydrous Lanolin
Lanolin is a natural product. It increases the absorption of active ingredients. It acts as an excellent emollient. This is due to the presence of alcohols collectively known as lanolin alcohols. Lanolin alcohols include Cholesterol (30%), Lanosterol (25%), Cholestanol (3%), Agnosterol (2%) and various other Alcohols (40%).

Borolines Story
The name Boroline is derived ingredients, from boric from 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 Borolines 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).

Borolines 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 Borolines brand profile. Boroline is a truly heritage brand.

2. BOROLINES ELEEN

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

How to use Eleen

Apply a few drops of Eleen on the hair roots and gently massage it in. Eleen is light and will spread easily.

Using Eleen after bath and specially after hair wash is more effective. Regulate the quantity you use so that the hair roots get enough but not excessive.

If you have a persisting hair fall or dandruff problem, try keeping your scalp as clean as possible. Use a very mild shampoo, two or three times a week depending on how fast your hair becomes grimy. Use Eleen regularly after every wash. Massage gently for at least 5 minutes. Gradually the problem will decrease.

Follow this regimen strictly even after the problem disappears. Hair care cannot be a one-time solution. Regular Care ensures Healthy Hair.

Amla
Emblica officinalis or amla is a small, long living deciduous tree. Amla fruits are the richest natural source of Vitamin C. Amla or Amlaki is one of the strongest rejuvenatives in Ayurvedic medicine. It rebuilds and maintains new tissues. Amlaki cleanses mouth, strengthens teeth, nourishes bones and causes hair to grow. In Ayurveda Amla is said to possess sattvic guna ( quality).

Eleens Story
Eleen was to be named Oleen, version of the word Oleum meaning oil. But it was not to be. The name Oleen was pre-registered. Several other names were tried. However by then the creative team were so used to Oleen that they did not want to let it go easily. Then someone discovered that E of Emblica ( botanical name of Amla) and Vitamin E, if placed before the string of characters leen forms a good name that rhymes with Oleen and contains the common character E of both the special ingredients in the product. So there it was! Eleen finally got its name.

3.

SUTHOL

Summer heat brings with it many skin problems rashes, itches, skin

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

How to use Suthol

Spray Suthol liberally on the body, after water bath. Apply Suthol as many times as needed on skin irritations, itches and rashes, regularly for at least a week. You will find the problems to be subsiding. In case of cuts/wounds or skin affected over a concentrated area, it helps if you wet a cotton patch liberally with Suthol, place it on the affected skin and put a clean gauge on top fixing the entire dressing with a tape. Change this dressing twice a day, definitely after bath. Do not let the dressing get wet externally. Suthol has a preventive effect on skin rashes. For prickly heat prone or pimple prone skin, go on applying Suthol on the area as a preventive measure. You will find that eruptions will be absent or much less frequent than usual.

Use Suthol as an after bath body conditioner to remain fresh. Spray Suthol underarms & on other body parts. Or put a few drops on your palm and rub it on your body. Or you may put a few drops of Suthol in a mug of water and pour it on yourself after bath. Wipe dry without any further rinsing.

Suthol Antiseptic Skin Shower with Cetrimide & Chlorhexidine Gluconate. Cetrimide
Cetrimide is a quaternary ammonium disinfectant and cationic surfactant.It dissociates in aqueous solution into a relatively large and complex cation and a small anion. It has bactericidal activity against Gram positive and at a higher concentration, against some Gram negative organisms. Solutions containing 1 to 3% cetrimide are used as shampoos to remove scales in seborrhea of the scalp ( dandruff problem). Aqueous solutions containing 0.1 to 1% have been used for treatment of wounds and burns, for pre-operative cleansing of skin and for removal of scabs and crusts in skin disease.

Chlorhexidine Gluconate
Chlorhexidine is an antiseptic that is active against Gram positive and Gram negative organisms. It disrupts the plasma membrane of the bacterial cell, and the bacterial cellular contents are lost. Chlorhexidine solutions leave a residue on the skin which gives a persistent anti bacterial effect lasting 1 or 2 days. Its actions are not affected by blood, pus or soap.

Suthols 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 Indias first antiseptic Skin Shower Suthol. This breakthrough product combines the coolness of liquid and the antiseptic action of its active ingredients to provide maximum relief. The liquid format also allows for the active ingredients to seep into every pore of the affected area and hence works more effectively than popular powders or creams. Available in a bottle as well as a brand new spray format, you can now shower the affected part of the skin and experience maximum relief. You could also use it regularly as a preventive.

4.

PENORUB

Backache

Muscular Sprains

cramps

and

Arthritis

Shoulder ache

How to use Penorub

Apply Penorub on the painful area and spread the gel evenly. Do not massage. Rest for a while. Penorub is absorbed quickly and acts very fast. The pain will vanish within a short time. It is best to apply Penorub regularly before going to bed at night for at least a week even after the pain has subsided to avoid recurrence. Penorub works even in chronic and old painful conditions. Apply regularly and remember to avoid such conditions which are known to escalate the pain.

Methyl Salicylate
Methyl Salicylate is methyl o-hydroxybenzoate. It is a colourless or pale yellow or reddish liquid with a strong persistent characteristic aromatic odour. Methyl Salicylate is readily absorbed through the skin and is applied in liniments and ointments for relief of pain in lumbago, sciatica and rheumatic conditions.

Diclofenac
Diclofenac salt has analgesic, antipyretic and anti-inflammatory properties. It is used for relief of pain and inflammation in conditions such as rheumatoid arthritis, osteoarthritis, ankylosing spondilitis and acute gout.

Menthol
Menthol occurs as colourless, acicular or prismatic crystals or crystalline powder with a penetrating odour. When applied to the skin, menthol dilates the blood vessels, causing a sensation of coldness followed by an analgesic effect.

Penorubs Story
Penorub to rub away your pain Penorub is almost as old as Boroline and was as effective. Back then it contained Iodine, was dark blue in colour and staining. The modern avatar - Penorub Strong is translucent, completely non-staining and contains Diclofenac salt, a modern and strong analgesic while retaining the age-old, tested efficacy of Methyl Salicylate and Menthol. The modern, up to date, Penorub Strong is truly a Potent Pain Manager.

MARKETING STRATEGY

MARKETING DEPARTMENT:
Marketing is the process by which companies create customer interest in goods or services. It generates the strategy that underlies sales techniques, business communication, and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, to keep the customer, and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management.

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

ADVERTISING
Every day when we watch TV or read the newspaper, we come across advertisements.

Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand.

ADVETISING AND MARKET MIX

Product Packaging, tastes, color, texture, aroma, style and design. Price- Above the line and below the line advertising. Eg. Micromax -40 crores below the line and 60 crores above the line . Place Promotion- on the basis of appeal like fear, Humor, infomercials, creativity, competitive, offensive ,mobile advertising, internet, Bluetooth, Ambush advertising, film advertising.

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

BRAND POSITIONING
Brand Image Brand Personality Brand Equity Brand Franchise

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

SEGMENTATION
Geographical segmentation Demographic segmentation Psychographic segmentation Benefit segmentation

EASE OF ADVERTISING
Interactive advertising. Retro advertising Cadbury ,Smith n Jones Social advertising- idea goes green, Dabur immune India campaign . Ambient advertising Pop advertising Spoof advertising Covert advertising in film advertising Road block advertising Marketing research

RELATIONSHIP PROMOTION MIX

OF

ADVERTISING

WITH

OTHER

Advertisement in magazines and newspapers may provide leads and enquiries which salesmen can follow.

Salesmen may bring to the attention of his co. Dealers the help they receive in their marketing efforts from advertising.

Advertising build up brand preference though helping in making personal selling a lot more easily.

ADVERTISING AND PERSONAL SELLING

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

RELATIONSHIP PROMOTION

OF

ADVERTISING

AND

SALES

Advertising predisposes a person favorably for a product/ service /idea moving him towards its purchase. Sales promotion takes over this time.

Advertising informs, persuades, or reminds about a product or service. Advertising make user aware of the kind of discounts, price offs, and other prizes that are available to them i.e. it strengthens the effectiveness of sales promotion.

The offers given to the customers are well designed that leaves a greater impact.

Helps in building customer loyalty.

ADVERTTISING WITH SALES PROMOTION

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

RELATIONSHIP OF ADVERTISING AND PUBLICITY

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

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

RESEARCH METHODLOGY

OBJECTIVES OF THE STUDY

To understand the Brand value of BOROLINE. To study the company profile of GD Pharmaceuticals. To study various products of BOROLINE. To study the competitive brands. To understand marketing strategy of the BOROLINE. To understand the Customer Perception about BOROLINE.

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

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

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

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

SAMPLE DESIGN:
A sample is only a portion of the universe or population. A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or procedure or the researchers adopts in selective items of the sample so that the data collected may be the representative of the population.

Method of Sampling:
Probability Sampling:It is also known as random sampling. Here, every item of the universe has an equal chance or probability of being chosen for sample. Probability sampling may be taken in form of: Simple Random Sampling Systematic Random Sampling Stratified Random Sampling Cluster and area Sampling Sequential Random Sampling

Non-Probability Sampling:It is also known as deliberate or purposive or judge mental sampling. In this type of sampling, every item in the universe does not have an equal, chance of being included in a sample. Non- Probability sampling may be taken in form of: Convenience Sampling. Quota Sampling. Judgement Sampling.

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

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

Sample Size:
This refers to the number of items to be selected from the universe to constitute a sample. The size of the sample should not be too larger or too smaller. It should be optimum. An optimum sample is one which fulfills the requirements of efficiency, representatives, reliability and flexibility 100 units of customers are the SAMPLE SIZE.

Sample Universe:
Lucknow.

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

Primary Data: Primary data is a data which is collected from a fresh for the first several methods of collecting the primary data are as follows: Observation Method Interview Method time. There are

Questionnaire Method Depth Interview Method Content Analysis Method

The data collected in this project is primary data and they could be made through by Questionnaire and Observation method. Secondary Data: There are those data which have already been collected by someone else and have panel through statistical power. When the researcher utilizes secondary data, he has to look into various sources from where he can obtain data usually published data is available in: Technical and trade journals. Books, Magazines & newspapers. Public records & statistics. Historical Documents and other resources. Website journals, etc.

DATA ANALYSIS

ANALYSIS OF DATA:
1. Do you use BOROLINE? a) Yes b) No 67% 33% .

Interpretation Maximum of the people use Boroline.

2.

From where do you purchase BOROLINE? 1). Super Market 2). Normal Retail Shop 3). Other 25% 50% 25%

Interpretation

Maximum users buy Boroline from their local shop keeper, while super markets and other sources are at 2nd choice of purchasing Boroline.

3.

How do you rate the Boroline?

a) Good b) Average c) Below Average

70% 26% 4%

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

4.

Are you satisfied with BOROLINE?

Yes No

71% 29%

Interpretation Most of the Boroline users are satisfied with the product.

5.

Do you also use other products of Boroline?

Yes No

68 32

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

6.

Which other products of Boroline you Use?

Borolines Eleen Suthol Penorub 16% 41%

43%

Interpretation Borolines Eleen was other most favorite brand of GD Pharmaceuticals aprt from Boroline. Penorub Balm was next while Suthol is less preferred in Borolines Brand.

7.

Are you satisfied with Eleen?

Yes No

78% 22%

Interpretation Most of the Eleen users are satisfied with the product.

8.

Are you satisfied with Suthol?

Yes No

68% 32%

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

9.

Are you satisfied with Penorub?

Yes No

81% 19%

Interpretation Most of the Penorub users are satisfied with the product.

10.

Which other antiseptic cream you use except Boroline?

a) Boro Plus b) Ayur Herbal Cream c) Other

42% 26% 32%

Interpretation Boro Plus is next preference of Customers after Boroline while Ayur Herbal Cream comes after that.

11.

How you come to know about Boroline?

Newspaper Television World of Mouth

31% 36% 33%

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

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

Yes No

82% 18%

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

FINDINGS

FINDINGS
1. Boroline is most selling product of GD Pharma Ceuticals. 2. Boroline is Market Leader in Anticeptic Cream Segment. 3. Most of the Boroline Users are satisfied with it. 4. Eleen is next favorite brand of Company. 5. Penorub is also popular among users. 6. Boro Plus is biggest competitor of Boroline. 7. Users are satisfied with the price range of products. 8. Television advertisement of most favorable for the Boroline so far. 9. Product feature highlighted in the commercial and signature tune has appealed to most of the respondents. 10. Presence of product feature & Functions, exposure of social life & relationship, presence of creative design and jingle in an advertisement are more preferred by people.

SUGGESTIONS

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

CONCLUSION

CONCLUSION
Product Image and Brand Personality: Since our target market is urban and rural males and females with the age group of 10 to 45 years but we primarily intend to focus on two age groups i.e. from 16 to 25 (youths) and from 25 to 30+ (Which are the job doing males and females). Creative strategy: In our ad we will be focusing on childrens, teenagers, youths and families facing problems like Pimple Acnes Boils Burns Skin disorders Blemishes

And the solution for all these problems is multi-purpose BOROLINE Media strategy: Promotion is a paid form of mass communication using a media. The media which we will be using to remind and propagate the awareness of our product are as follows:

Electronic media: We will be using television and radio to a large extent so as to get maximum recall and stimulate trial. The channels which we will be considering to air our advertisement are national, star plus, colors, Sony, Radio mirchi. The time slot will be usually at 8 to 11 and on holidays and Sunday 10 to 2:30 in the afternoon and in the evening after 7:30 pm. For the 1st month daily repetitions during the selected prime times will be done. Print: Newspapers, Magazines, Hoardings and Billboards Newspapers: During the first 3 months major dailies across INDIA such as Navbharat Times, Punjab kesri, Times of India, Hindustan times which will carry prominent eye catching visual advertisement to remind and arouse interest in Boroline. Magazines: India today: one of the most famous magazines across INDIA Film fare: film fare magazine is one of the most read magazines by youth Grahashoba: famous Hindi magazine read by housewives Femina: Famous magazine read by females of metros Brunch: Weekly magazine of Hindustan Times Hoardings: Most of the major cities will carry a display of Boroline on hoardings at key points. Key areas such as near shopping malls, railway stations, cinema halls, metro stations, highways with heavy vehicular traffics will be covered. Internet: Advertising will be done by pop ups, email, email and through social networking sites.

LIMITATIONS

LIMITATIONS

Everything in this world has its own advantages and disadvantages which shows nothing is perfect. Following are the problems faced: TIME CONSUMING: It is very much obvious that it is a time consuming process. So much time has been spent for this purpose. LOW PARTICIPATION: Obviously many respondents have not participated in this and have also created some problems which simply show that they were not interested. BIASNESS: Sometimes interested customers were also biased so the collected figures involve both positive and negative figures. It does not cover all the aspects of the company. AREA: Whole survey was based on Lucknow City customers only.

ANNEXURE

BIBLIOGRAPHY
1. Companys 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, 4ps of Marketing etc.

QUESTIONNAIRE
NAME: AGE: ADDRESS: CONTACT No.:

1. Do you use BOROLINE? Yes No .

2.

From where do you purchase BOROLINE? Super Market Normal Retail Shop Other

3.

How do you rate the Boroline? Good Average Below Average

4.

Are you satisfied with BOROLINE? Yes No

5.

Do you also use other products of Boroline? Yes No

6.

Which other products of Boroline you Use? Borolines Eleen Suthol Penorub

7.

Are you satisfied with Eleen? Yes No

8.

Are you satisfied with Suthol? Yes No

9.

Are you satisfied with Penorub? Yes No

10.

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

11.

How you come to know about Boroline? Newspaper Television World of Mouth

12.

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

THANKING YOU