BRAND

MANAGEMENT

ANALYSIS
GROUP 7
ADITYA M.
DHRUV M.
LABHANSHI K.
PRIYANKA B.
SMIT F.
Analysing the cream brand Boroline.
JUHI P.
 Contents

01
History
02
Brand Evaluation
03
Marketing Strategy
04
Consumer Perception

05
Current Positioning
06
Recommendations
 • In 1929 when a local Kolkata entrepreneur, Gour Mohan

HISTORY Dutt acknowledged the Swadeshi movement and

recognised the need for an indigenous and affordable
cream in India.

• He churned chemicals like Boric Acid, Lanolin and Zinc

Oxide and filled them into tin pots to sell them at the
local bazaar in the proximity.

• Simply through word-of-mouth the antiseptic cum

cosmetic cream began gaining traction among the
localities.

• Very soon in 1929, the once home run company became

registered as G D Pharmaceuticals Pvt Ltd began to
manufacture the humble perfumed cream and packaged
it in a green tube
BOROLINE BRAND
EVALUATION

TAGLINE
KEY FEATURES
"Khushbudar Antiseptic
Natural Ingredients, Healing and
Cream Boroline," Antibacterial Properties USP
VISUAL IDENTITY
Relief from Minor Skin
Green and White Packaging
Ailments and Promotion of
Design, Hand Logo Healthy Skin

*The dot lines do not connect and represent any up or down movement
here. They are simple differentiated points.
 MARKETING STRATEGIES

Pro duct: Pric e: Pl ace: Promotion:

Bo rolin e's p roduct line is B or oli ne' s pric e Aroun d t he cou ntry, t he Boroline has a
aimed at offering appro ach i s b rand is offered in strong distribution
co nsumers effective c ompe ti ti ve a nd p harmacies, retail network in India,
sk in care treatments. The ch eap , al l owi ng it s
Bo rolin e Antiseptic stores, and which includes
produc ts to be both online and
Ayu rved ic Cream, the sup ermark ets. Boro li ne
br an d' s main product, is
av ai la ble t o a dive rs e offline outlets.
va rie ty of co nsu mers also offers an e-
d esig n ed to cure and
pr ote ct th e skin f rom fr om vari ous co mmerce site wh ere
d ryn ess, cracks, and ec onomi c l eve ls clien ts m ay buy its
wo unds. item s onlin e
 TIMELINE
1929: Boroline is first 1930s-1950s: Boroline relied
introduced to the market. heavily on print
advertisements in newspapers
and magazines to promote the
brand.
1960s: The company introduced
television commercials to reach a wider
audience.
1970s-1990s: Boroline launched several
outdoor advertising campaigns, including
billboards and hoardings, to create brand
awareness.
2000s: The company expanded its distribution
network to reach customers in remote areas.
2010s: Boroline increased its social media
presence on Facebook, Twitter, and Instagram.
2020s: The company has continued to leverage
digital marketing and social media to reach its
target audience.
 CONSUMER
PERCEPTION
• The general opinion of Boroline among consumers is favourable. Many people value the fact
that it is made of natural ingredients and consider it to be an economical and effective remedy
for a range of skin problems. Also, several customers claim to have used it as a lip balm and
to treat insect bites.
• Nonetheless, some customers can find Boroline's odour to be overbearing and unpleasant,
while others might believe it performs less effectively than competing products available on
the market.
• There are also further concerns over the use of paraffin wax and borax in the product, despite
the manufacturer's claims that these ingredients are safe at the amounts used.
 CURRENT
POSITIONING
 Trusted and effective
solution for various skin problems Affordiblity and
Heritage trust
and loyalty accessiblity

01 02 03
RECOMMENDATIONS

• Expand product range

• Focus on Digital Marketing

• Enhancing packaging design

• Innovate on existing products

THANK YOU