Saturday, November 24, 2007

4Ping Brandalysis: Boroline

Boroline: "Khushboo wala cream"
Boroline is a 80 years old brand from kolkata based GD Phramaceutical Ltd. The name Boroline has been derived from its ingredient “Boric” and “Oline” as a variant of the latin word ‘oleam’ meaning oil. Boroline was a house hold name in India especially in the eastern part. Consumers use this brand for different purpose i.e. to cure cuts and stitches after operation and also as a cold cream during winter to protect skin.

Till mid eighties Boroline was an undisputed market leader with almost 100% market share in antiseptic cream market. Today this position is taken away by Boroplus which enjoys 60% market share in 220 cr. antiseptic cream market. (Except in Kolkata where it believed to have higher market share, may be because of emotional attachment with the brand.) The other products which are giving stiff competition are Borosoft and Boro Natural – both from the maverick marketer Paras Phrama - Today market share of Boroline has slipped below 20%.

Over the years Boroline has used different tagline to attract consumer and the latest being “The Boroline – Works Wonder”. I have selected to write about Boroline because it sets a perfect example that addresses the issues of importance of brand management. In spite of being the best quality product in antiseptic cream category, the marketers of Boroline failed to upgrade its product to attract the new age customer. 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. One factor that went against Boroline could be its oiliness. Also its dark and dull green colour packaging failed to attract first time buyers. These were the weak points of Boroline on which Emami and Paras hit the hardest. As a result, today Boroline has just remained a brand with higher brand awareness but lower convertibility. They also failed to understand importance of advertising in building a brand. Apart from “Khusbuwala Cream” radio jingle, I can not recall any other form of advertising of this brand. The case of Boroline clearly gives insight that in today’s age brand can not be made only on the quality factor. It requires the perfect blend of quality, packaging, pricing and most importantly management’s concern about brand management.

Interesting fact about Boroline (Courtesy: Super Brand)

  • In 2002, a user while shifting homes found a tube of Boroline manufactured in 1976. He found that it had retained the same texture, efficacy and perfume as the new one.

4Ping Brandalysis: BorolineSocialTwist Tell-a-Friend


Puru Gupta said...

Insightful post. I was looking for examples of dormant brands..and incidentally, jumped on this post on Boroline.


oakleyses said...

polo ralph lauren, nike roshe, ray ban sunglasses, uggs on sale, ray ban sunglasses, louis vuitton outlet, christian louboutin, tiffany jewelry, sac longchamp pas cher, oakley sunglasses, michael kors pas cher, prada outlet, louis vuitton outlet, longchamp pas cher, jordan shoes, longchamp outlet, longchamp outlet, christian louboutin shoes, replica watches, burberry pas cher, longchamp outlet, louboutin pas cher, prada handbags, jordan pas cher, polo ralph lauren outlet online, kate spade outlet, nike outlet, christian louboutin uk, nike air max, air max, replica watches, oakley sunglasses, chanel handbags, nike free, cheap oakley sunglasses, oakley sunglasses wholesale, louis vuitton, gucci handbags, louis vuitton, ugg boots, tiffany and co, christian louboutin outlet, nike air max, tory burch outlet, polo outlet, ray ban sunglasses, nike free run, louis vuitton outlet, oakley sunglasses

oakleyses said...

sac hermes, hollister uk, converse pas cher, nike roshe run uk, uggs outlet, polo lacoste, sac vanessa bruno, michael kors outlet online, north face, oakley pas cher, hogan outlet, michael kors outlet online, true religion outlet, nike air max uk, nike air max uk, michael kors outlet, new balance, coach outlet, timberland pas cher, coach outlet store online, ray ban uk, ralph lauren uk, replica handbags, mulberry uk, burberry outlet, michael kors outlet online, coach purses, north face uk, michael kors outlet, michael kors, burberry handbags, abercrombie and fitch uk, nike air max, michael kors outlet online, uggs outlet, nike blazer pas cher, nike free uk, guess pas cher, michael kors, nike air force, true religion jeans, kate spade, nike tn, vans pas cher, true religion outlet, lululemon canada, true religion outlet, hollister pas cher, ray ban pas cher

oakleyses said...

soccer jerseys, nike huaraches, vans outlet, hollister, louboutin, ferragamo shoes, new balance shoes, jimmy choo outlet, nike air max, asics running shoes, insanity workout, nike roshe run, converse outlet, ray ban, lululemon, baseball bats, babyliss, p90x workout, hermes belt, nike trainers uk, ralph lauren, bottega veneta, mcm handbags, vans, nike air max, lancel, soccer shoes, timberland boots, instyler, chi flat iron, beats by dre, oakley, nfl jerseys, gucci, abercrombie and fitch, hollister clothing, herve leger, north face outlet, ghd hair, north face outlet, hollister, mont blanc pens, valentino shoes, wedding dresses, converse, longchamp uk, reebok outlet, iphone cases, celine handbags, mac cosmetics

oakleyses said...

coach outlet, ugg,ugg australia,ugg italia, louis vuitton, thomas sabo, louis vuitton, canada goose uk, moncler outlet, moncler, swarovski, juicy couture outlet, ugg uk, pandora jewelry, moncler outlet, moncler, canada goose outlet, louis vuitton, wedding dresses, ugg,uggs,uggs canada, swarovski crystal, ugg pas cher, replica watches, hollister, moncler uk, ugg, canada goose, canada goose, links of london, louis vuitton, canada goose outlet, louis vuitton, pandora jewelry, doudoune moncler, supra shoes, pandora charms, pandora uk, marc jacobs, toms shoes, karen millen uk, montre pas cher, moncler, juicy couture outlet, canada goose outlet, canada goose, moncler, canada goose jackets

Unknown said...

I blog frequently and I really appreciate your information. This great article has truly peaked my interest.

Samsunda cilingir said...

Siteniz cok guzel basarilarinizin devamini bekleriz admin tanks

Unknown said...

اهلا ومرحبا بكم فى اكبر واشهر شركات التنظيف بالدمام الحاصلة على اعلى عدد من شهادات الخبرة والتقدير والرائدة دائما فى مجالات التنظيف والتى استطاعت بكفاءة ان تتقدم وتظهر وسط جميع الشركات المنافسة لها فى نفس مجال التنظيف،
شركة تنظيف بالدمام
تتعهد لكم ان تظل دائما عند حسن ظنكم وان لا تخلف عهودها معكم وان تظل دائما بعمل جاد وجهد شاق لتظل الشركة المفضلة لديكم ولتكون دائما الشركة الماهرة التى تلجأون لها كلما ذهب تفكيركم لاعمال التنظيف فى اى مكان من مناطق الدمام بالكامل كما تبهركم بمحاولات اقامة فروع جديدة للشركة فى بعض مدن المملكة العربية السعودية لتكون شركة شاملة كبيرة ينتشر عملها فى مختلف المدن لنشر السعادة والراحة فى قلوب جميع العملاء المتعاقدين مع الشركة والعملاء الجددشركة-نظافة-بالدمام/

Mai Helmy said...

نقدم لكم عملئنا الكرام افضل شركه تنظيف شركة تنظيف بابها شركة الشرق الاوسط لاعمال التنظيف ان عملية التنظيف تتطلب الجهد الكثير شركة تنظيف منازل بابها مع شركة الشرق الاوسط توفر لكل كل وسائل الراحه شركة تنظيف بخميس مشيط وايضا اسعار في منتهى الراحه كما ايضا تستخدم افضل انواع الالات والمعدات والعمالة المدربة فى اعمال التنظيف شركة تنظيف منازل بخميس مشيط مع شركة الشرق الاوسط نعم لبيت ومكتب وفيلا وشقه وغيرها نظيف تمام من الاوساخ شركة الشرق افضل شركة على الاطلاق فى اعمال التنظيف شركة تنظيف بنجران بجميع انواعه لا تقلق مع شركة الشرق الاوسط شركة نقل عقش ببيشة دائما فى راحة ان شاء الله خدمه 24 ساعه شركة تنظيف بحائل دون توقف

شركة تنظيف ومكافحة الحشرات said...

شركة تسليك مجارى بالدمام بالخبر
شركة مكافحة النمل الابيض بالدمام بالخبر
شركة مكافحة حشرات بالدمام بالخبر
شركة مكافحة النمل الابيض بالقطيف
شركة مكافحة حشرات بالقطيف شركة تسليك مجارى بالقطيف
شركة تسليك مجارى بالظهران
شركة مكافحة النمل الابيض بالظهران
شركة مكافحة حشرات بالظهران

sherrysabri said...

دهان منازل في الشارقة
معلم دھانات في دبي