Boroline is an Indian skin care brand established in 1929. It is known for its green tube packaging and Ayurvedic cream that relieves minor skin ailments. Boroline relies on competitive pricing and a wide distribution network. While customers appreciate its natural ingredients and affordability, some find its odor unpleasant or question certain ingredients. Boroline is currently positioned based on its heritage, effectiveness for skin problems, and affordability/accessibility. Recommendations include expanding products, enhancing digital marketing and packaging design, and innovating existing products.
Boroline is an Indian skin care brand established in 1929. It is known for its green tube packaging and Ayurvedic cream that relieves minor skin ailments. Boroline relies on competitive pricing and a wide distribution network. While customers appreciate its natural ingredients and affordability, some find its odor unpleasant or question certain ingredients. Boroline is currently positioned based on its heritage, effectiveness for skin problems, and affordability/accessibility. Recommendations include expanding products, enhancing digital marketing and packaging design, and innovating existing products.
Boroline is an Indian skin care brand established in 1929. It is known for its green tube packaging and Ayurvedic cream that relieves minor skin ailments. Boroline relies on competitive pricing and a wide distribution network. While customers appreciate its natural ingredients and affordability, some find its odor unpleasant or question certain ingredients. Boroline is currently positioned based on its heritage, effectiveness for skin problems, and affordability/accessibility. Recommendations include expanding products, enhancing digital marketing and packaging design, and innovating existing products.
Boroline is an Indian skin care brand established in 1929. It is known for its green tube packaging and Ayurvedic cream that relieves minor skin ailments. Boroline relies on competitive pricing and a wide distribution network. While customers appreciate its natural ingredients and affordability, some find its odor unpleasant or question certain ingredients. Boroline is currently positioned based on its heritage, effectiveness for skin problems, and affordability/accessibility. Recommendations include expanding products, enhancing digital marketing and packaging design, and innovating existing products.
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
1960s: The company introduced 2000s: The company expanded its distribution 1929: Boroline is first 1930s-1950s: Boroline relied television commercials to reach a wider network to reach customers in remote areas. introduced to the market. heavily on print audience. advertisements in newspapers and magazines to promote the 1970s-1990s: Boroline launched several 2010s: Boroline increased its social media brand. outdoor advertising campaigns, including presence on Facebook, Twitter, and Instagram. billboards and hoardings, to create brand awareness. 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
