Boroline Revialization Essay Example

enhance distribution. It is essential to prioritize retailer satisfaction.

The most crucial customer, who will soon become a product advocate, should be the focus. Establish a comprehensive distribution channel to ensure that the product is accessible to every person after word of mouth and advertising efforts.

Cream positioning

The renowned tagline "khusbudaar antiseptic cream boroline" is easily remembered. This jingle has positioned boroline as an antiseptic cream. An antiseptic cream is meant for use in the event of minor injuries rather than for daily use.

Competitors see Boroplus as a versatile cream that can be used for various purposes, such as healing heels, repairing lips, or treating burns. This positioning encourages daily use, resulting in increased sales.

The necessary steps to be taken

Boroline should reposition itself in the minds of consumers as a cream for everyday use. This can be achieved through comprehensive and targeted advertising. Employing a jingle may be helpful in this regard. To establish itself as a cosmetic cream, the product should be made available at various retail outlets to alter consumer perception.

Refreshing the logo and packaging

How boroline's competitors perceive the current logo

From the images provided above, it is evident that the logo of boroline is lackluster and repetitive.

Boroline should recognize that their historical success factor is no longer effective. The market now demands a new, vibrant, and multicolored logo. Additionally, it is important to promote other products of the company, such as Eleen, Suthol, and Penorub, as they are also of high quality.

Improving the brand's overall image and creating the perception of Boroline as a "multi product brand" rather than

just an antiseptic cream brand can enhance its reputation. Additional strategies to revitalize the brand include emphasizing natural ingredients instead of artificial ones. Boroline has historically marketed itself as a brand with perfumed fragrance cream, known as the "khusbudar antiseptic cream." However, the Indian mindset has now shifted towards preferring natural products over artificial ones.

People nowadays have a preference for natural compositions, which is why Boroplus has positioned itself as having an ayurvedic composition. Therefore, Boroline should make an effort to include natural essence in its cream. For advertising Boroline and other products like Suthol, it would be beneficial to focus on specific seasons.

Foe e.g., the advertisement of Boroline should be on the onset of winters, and Suthol on the onset of summers. Focus on specialization and you.

S. P for its redevelopment, boroline needs to analyze its key differentiating points:

• It was honored as a SUPERBRAND in 2007.
• It is a renowned brand in the Indian antiseptic cream industry.
• It possesses exceptional healing abilities. Boroline needs to emphasize the value of its experience and demonstrate that "OLD IS GOLD". Boroline should choose a unique selling point (U.S.P) and focus on that. For example, certain ingredients may be highlighted for their specific properties.