Analysis of Boroline as a night cream- The research was done in 2012. The market is Kolkata. Respondents were from Kolkata and competitive study was done based on the outcomes form the respondents.

1. Summer Project Report On
“Study the Night Cream Brands in Kolkata market and
understand the impact of Boroline as a Night Cream and
Understand the reason of using Boroline in Kolkata market
and suggest How BPAC can increase its presence and Blind
Test of BPAC and Boroline”
Presented By:
Debdeep Lahiri
ITM Warangal

2. CONTENTS
•Introduction
•Product Profile
•Methodology
•Data Analysis and Interpretation
•Recommendation

3. INTRODUCTION
 Market size of over Rs.2237mn ( $48.1mn)
 BPAC is the Leader in the antiseptic cream market with a more than
74% share
 Apart from Boroline and Boroplus, Savlon, Dettol, Himalaya
antiseptic creams are also available in the market.

4. PRODUCT PROFILE
BOROPLUS ANTISEPTIC CREAM
(Twacha ka suraksha kawach)
Himani Boroplus Antiseptic cream was invented on 19th
October 1982.
 An Antiseptic Cream that prevents dryness and protects the skin from
cuts, burns, scratches, nappy rashes, insect bites and itchiness.
 Amitabh Bacchan and Kareena Kapoor are its brand ambassadors.
 BPAC is having 25% share in Kolkata market.

5. CONTD…
SKU(Stock Keeping Unit)
7ml costing Rs.7/-
19ml costing Rs.23/-
40ml costing Rs.40/-
80ml costing Rs.70/-

6. BOROLINE STORY
•The name Boroline is derived from its ingredients, ‘Boro’ from boric
powder, which has antiseptic properties, and ‘Olin’ as a variant of the
Latin word oleum, meaning oil.
•Elephant signifies steadiness and strength. Moreover, to many,
elephant has an auspicious significance. In the rural heart land of India,
Boroline is still known as the ‘hathiwala cream’ (cream with the
elephant logo).
• Boroline is currently having 24% market share in the Indian market
and 55%-60% in Kolkata market.

7. CONTD…
SKU(Stock Keeping Unit)
10gm tube costing Rs10/-
20gm small tube Rs.22/-
And 40gm container costing Rs.40/-

8. CONTD…
NIGHT CREAMS
BRANDS QUANTITY PRICE
Jovees Revitalizing Night Cream 50gm Rs195/-
L’Oreal Paris Pearl Perfect Night
Cream
50gm Rs599/-
Neutrogena 63gm Rs300/-
Olay Regenerist Night Firming Cream 50gm Rs1199/-
Himalaya Revitalizing 50gm Rs200/-
Garnier Light Night Cream 40gm Rs175/-
Pond’s Age Miracle Deep Action Night
Cream
50gm Rs399/-
Revlon Age Defying Sculpt-Logic Night
Cream
50gm Rs710/-
Lotus 50gm Rs345/-

10. METHODOLOGY
Basic research (or fundamental research)
 Sample Size: 529
 Target Population: South City Mall (Jadavpur), Gariahat, Park Street,
Esplanade (New Market), Serampore (Home Town)
 Sampling Method: Simple Random Sampling and Convenience
Sampling.
 Data Collection Method: Questionnaire

11. DATA ANALYSIS
AND
INTERPRETATION

12. Sample Size: 251
Sampling Method: Simple Random Sampling and
Convenience Sampling.
Target Population : People of Serampore, Gariahat,
South City, New Market and Park Street.

13. 48% of the respondents are the male and the rest of are female.
According to the survey 66% are of age group 20-40, 29% are of greater than 40 years.

14. 51% are employees 25% are home makers i.e. the women. 25% belong to the student
category. And 10% are businessman.

15. What do you use on your face/skin before going to sleep at
night in winter/non-winter season? Please mention.
When it comes to the others category, some people are using malai, multani mitti in
nourishing their skin. Olay, Lacto Calamine, Lakme, Johnson n Johnson are enlisted in
others.

16. What is the purpose of using the product at night?
Some people use the product for skin nourishment, to remove the wrinkles which are
enlisted in others.

17. What is the reason for choosing that brand?
People go for the brand because of its reliable product (29%). Old Brand (Boroline,
Pond’s) (19%) is also a choice for the consumers

18. How often do you use the product?
What we found is that 82% use it daily in winter season. 12% use it 3 times in a week
in winter.

19. How frequently you buy the product?
Some of them buy 1 big 250gm product that lasts for the entire season. These are
typically driven by family buying i.e. one product is by the entire family (Nivea,
Vaseline, Pond’s).

20. For how long you have been using the product?
The aged persons are using Boroline for the last 30 odd years. The students mostly
change their taste that’s why 26% are using the product for 1-3 years. The employees
who are aged between 30-40 years are using the product for the last 7-12 years.

21. How do you feel when you get up in the morning after using
the product?
Others include the combination of either soft skin and non-dryness or soft skin and
refreshing.

22. What additional features would you like your product to give?
Some people especially who are using Pond’s and Boroline don’t want any change
because they feel that change means degrading the quality of the product. Only 1
person who is using the Malai doesn’t want anything.

23. What are the qualities according to you should be there in a
night cream? Please mention.
Those who are going for no-wrinkles are aged greater than 30 years. The others
typically involve the combination of less-oily and non-stickiness, all in one product
(can cure pimples, rashes).

24. Are you satisfied with your product?
Those who are the brand loyal and don’t want the change are the over satisfied
people that include some Pond’s and Boroline users.

25. Did you use any product of other brand(s) for the same
purpose apart from the current brand before? If yes then
mention the brand
Lakme, Pond’s, Nivea, Boroline are the previous brands for someone. Others include
Himalaya and Ayur.

26. Do you use Boroline?
If yes then what is the purpose of using?
All the users use it for antiseptic purpose.
Those are not using Boroline they use Boroplus, Neosporin powder, red colored liquid
etc. as antiseptic.

27. Who influenced you to buy Boroline?
15% people have been motivated by grandfather or father or for women they are
influenced by their husband’s.

28. Sample Size: 278
Sampling Method: Simple Random Sampling
Target Population: Gariahat, Howrah Maidan, Serampore.

29. What are the creams/lotions that you are using currently?
The others include others: Somi, Dove, Johnson n Johnson, Vicco, Lacto Calamine,
VLCC.

30. From how many years have you been using Boroline?
33% of the respondents are using from the last 21-30 years Boroline. 26% are using
the product for the last 10-20 years. 16% are using for 5-10 years and 12% for last 5
years and 13% for past 30 years.

31. Pack size bought:
And as the result shows 20gm pack is mostly available in the market.

32. Frequency in winters: Frequency in Summer:
50% use Boroline in winter occasionally and also 26% use it daily. 4% people use it in
day or night. 70% say that they don’t use Boroline in summer where as 30% use it
occasionally in summer and these are all for antiseptic purpose.

33. What are the reasons for using Boroline?
44% people use Boroline because it is an antiseptic cream where as 24% are saying
they use it to prevent chapped lips problem specifically in winter season. 12% use it
for non-dryness, softness, antiseptic i.e. for all purpose.

34. What is the most important reason for purchasing Boroline?
84% are saying that they are using Boroline from their childhood. They have been
taught to use this from their childhood. Also some people are saying that they are
seeing Boroline from the childhood in their home.

35. What are the occasions for using Boroline?
Some people carry it everywhere and when there is a need they use it on their lips.
Only 14% are saying they use it in day after taking bath. 43% use it when there is a
need and most of them are using for antiseptic purpose.

36. Have you ever purchased Boroplus AC?
The reasons behind this people are saying that they have got a good offer such as a
free pen or a sachet pack shampoo. Some people are saying that they have used this
for a change and were looking for a better cream or have been motivated by the
retailers or influenced by looking at the TVC. Most of the people are saying that they
are happy with Boroline and they don’t want to shift to Boroplus and some of them
are extremely happy with Boroline.

37. What is the difference between Boroplus AC and Boroline?
The respondents who have used Boroplus AC and Boroline are saying that Boroline is
better than Boroplus AC in quality. Boroplus AC is better in fragrance and it is less oily
and less sticky compared to Boroline. Some people feel that Boroline is better
effective than Boroplus and it is not a cosmetic product which Boroplus AC is.

38. What does Boroplus AC need to change in order for you to
buy it?
People feel that it’s their parents who have always advised them to use Boroline so in
order to increase sales of Boroplus AC the belief of the parents somehow has to be
shifted to Boroplus AC.

39. Blind Test: Sample Size: 31

40. Which one do you like?
74% of the respondents say that they like the new Boroline or BPAC,
Whereas 26% respondents say that they don’t like new Boroline.

41. What is the reason?
People who have selected BPAC are saying that BPAC has better fragrance compared
to Boroline and it is less sticky and less oily. But the respondents are saying that
Boroline is easily spreadable. People are selecting it for its effectiveness and they
don’t want the change too.

42. RECOMMENDATION
Customers want to have a night cream that is less-oily, non-sticky and
good in fragrance. Himani Boroplus is oily, fragrance is fairly good and
stickiness is there.
Boroline users have been motivated by their mothers’ mostly. So
Emami can launch a campaign so that it motivates the household. Let
people aware of the product in more details so that this can help to
increase the sales.
If Boroplus is to be used as night cream then the packaging container
must be changed so that it attracts the consumers and make the
difference with the other brands available in the market.

43. CONTD…
Emami is already having high profile brand ambassadors like Kareena
Kapoor and Amitabh Bacchan. If Emami can introduce Boroplus with
new advertisements with these actors then public will be motivated by
them to use it as a night cream.
To increase awareness Emami can use social networking sites as a
medium as people are more hooked to it.
Improving retailer margin can help to increase the sales. If the
retailers are given better profit margin then they will certainly push the
product more in the market.