Course Code: MKTM673 Course Title: PRODUCT MARKET STRATEGY

Course Instructor: Dr Ashwani Panesar

Academic Task No.: CA1 Academic Task Title: Case based on Borosoft

Date of Allotment: Date of submission: 22 may 2022

Student’s Roll no: B53 Student’s Reg. no: 12113504

Evaluation Parameters:

Declaration:

I declare that this Assignment is my work. I have not copied it from any other student’s work or from
any other source except where due acknowledgement is made explicitly in the text, nor has any part
been written for me by any other person.
 A Case Study For BOROSOFT

PRODUCT DESCRIPTION
Borosoft is an antiseptic, non-sticky cream. BoroSoft was introduced at a period when all
other creams in this category had a sticky composition that caused dirt and filth to accumulate
in the skin pores. The skin became oily, and the face became dull and black.

BoroSoft went above and above by include the moisturising properties of Aloe Vera in their
non-sticky lotion for cracked dry skin. This notion of adding value beyond corrective action
aligned nicely with the current generation's expectations. As a result, Paras' market share
increased even further.BoroSoft's skin care solution was soon followed by BoroSoft dry skin

soap, a rejuvenating touch for skin created by Paras.

A category dominated by two well-established products, BoroPlus (Himani) and Boroline (GD
pharmaceuticals), which had a combined market share of more than 90%. Despite being
labelled as "antiseptic creams," Boro Antiseptic creams are used more as skin lotions for winter
dryness than for their antiseptic/medicinal effects (unlike Burnol and Dettol). These Boro
creams are fantastic value-for-money family goods that are used during the winter because of
their inexpensive price. Boro creams, despite being used as skin creams, were perceived as
strictly practical - with no aesthetic or aspirational appeal, even among its consumers.

TARGET MARGET

Boro Antiseptic creams are mostly sold in North and East India, accounting for more than 75%
of total sales. Boroline 21g, BoroPlus 20g, and BoroSoft 25g make up most of the the category's
sales.
 In a market dominated by BoroPlus and Boroline, and with a concept that it should only be
used during the dry winter months, Mudra quickly changed customer perceptions to establish
BoroSoft as a cosmetic product. BoroSoft is undoubtedly Mudra's best example of how a brand
can be introduced into a market dominated by heavyweights and still establish its own identity.

BOROSOFT PERSONAS & POSITIONING

BoroSoft was marketed as a non-sticky antiseptic cream in the advertisements. BoroPlus &
Boroline were discovered to be used mostly as skin creams for the problem of dry skin in the
winter, rather than for their antiseptic capabilities, according to pre-launch market research.
The only notable area of unhappiness among their consumers was the excessive stickiness of
their Antiseptic Cream (BoroPlus & Boroline). BoroSoft Antiseptic Cream was introduced in
September 1996 as a non-sticky antiseptic cream to compete with the market leaders BoroPlus
and Boroline. The brand targeted women, focusing on its use as a face cream, resulting in
notions of a 'cosmetic' antiseptic cream, as opposed to other antiseptic creams that were
perceived as multi-purpose, family items. The brand captured 9% of the Antiseptic Cream
market for dry and chapped skin in its first season.

The brand plan for the following three years was to reinforce the non-sticky positioning, give
rational justification for using a non-sticky cream, and develop cosmetic connections with the
brand, strengthening brand imagery. BoroSoft also released a bigger pack size - 40g - in 1999.
On this new pack, a consumer incentive was offered: a free D'Cold Open-Up Inhaler with the
purchase of a BoroSoft 40g pack.

This consumer advertising was a big success in terms of generating brand trials — not just
from users of other Boro creams, but also from consumers of cold creams and fairness
creams.(LAKME, FAIR, AND BEAUTIFUL)

Therefore, by the end of 1999, BoroSoft Antiseptic Cream had increased its market share to
17% of the Antiseptic Cream market.
PRODUCT PORTFOLIO & PRICING STRATEGY

STRATEGY FOR COMMUNICATION

To establish BoroSoft as a 'dry skin expert' by emphasising and attracting attention to the
component 'Glycerine,' which has the potential to soften and supple dry skin. BoroSoft is
perfect for making dry skin soft since it is Glycerine-enriched, according to the creator. This
would help to establish the brand on the category's main functional feature, while the greater
cosmetic imagery would create a compelling incentive to buy.

STRATEGY FOR MEDIA

Because it is a seasonal product (for dry skin), the majority of the brand's sales take place
between November and February. In order to generate high top-of-mind awareness in a short
period, high-decibel TV advertising has been the media approach throughout these winter
months.

BoroSoft is now the third largest brand in its category (Boro Antiseptic Creams), with a 19
percent market share. It has a brand awareness of over 93 percent among all skin cream users.
The brand has become more relevant to BoroPlus & Boroline consumers by promoting itself
as a Dry Skin Specialist. BoroSoft Dry Skin Soap and BoroSoft Thick Lotion for Dry Skin are
among the skin care items that have benefited from its premium, cosmetic imagery.
STRENGTHS OF BOROSOFT:

1. Strong brand recognition

2. Antiseptic and aesthetic properties

3. Completely Ayurvedic, with natural anti-aging components

4. An innovative communication approach using 'Jatra' sponsorship to promote the product in

rural Bengal.

5.Indian cinema stars' endorsements assist build great brand memory and loyalty.

6. Ample supply and distribution

WEAKNESS OF BOROSOFT:

Users mostly see it as an antibacterial and do not utilise it for aesthetic purposes. To compete
in the mass market skin care industry, the antiseptic concept is insufficient.

OPPORTUNITIES OF BOROSOFT:

India's untapped rural markets include Uttar Pradesh, Bihar, and MP. It will assist expand the
consumer base if it is accessible in smaller SKUs and at different price points.

THREATS OF BOROSOFT:

Intense rivalry results in regular bargains and discounts that are good value for money. Many
international players can enter because of the low import duty. Due of the congested niche and
dispersed market, there are distribution issues. False look-alike brands.
REFERENCE:

1. https://www.scribd.com/document/30983742/Borosoft
2. https://www.managementpedia.com/threads/brand-borosoft.204680/
3. https://www.mbaskool.com/brandguide/fmcg/5373-himani-boro-plus-antiseptic-
cream.html
4. https://www.jigsawacademy.com/blogs/product-management/product-positioning/
5. http://mall.coimbatore.com/bnh/paraspharma/borosoft.html
6. https://www.quickcompany.in/trademarks/971266-borosoft-antiseptic-cream-for-soft-
smooth-skin
7. https://trademarking.in/details/Borosoft-Antiseptic-Cream-For-Soft-Smooth-Skin-
971266.html
8. https://www.zaubacorp.com/trademark/BoroSoft-Antiseptic-Cream-For-Soft-Smooth-
Skin/195484
9. https://economictimes.indiatimes.com/topic/borosoft