Boroline Branding: More Than Cosmetic Changes

by: Sandeep Puri, Utkarsh Bhatnagar, Prateek Rawat, Kshitij Shandilya

Publication Date: April 16, 2015
Length: 12 pages
Product ID#: 1-429-432

Core Disciplines: Marketing/Sales, Strategy & Management

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Teaching Note

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A once dominate market leader in the skin care segment, Boroline – a moisturizing skin cream – has receded in relevancy and popularity in the Indian market. The brand had little to no competition until the 1990s when several new players entered the Indian skin care segment, which happened to coincide with a strategic branding decision to significantly reduce marketing efforts for the cream. Now facing near market oblivion, Boroline must act to regain market presence before its share is eroded completely.

Teaching Objectives

After reading and discussing the material, students should:

  • Identify opportunities for brand repositioning under changing market dynamics for a mature brand.
  • Analyze the option of brand extensions while determining implementation feasibility.
  • Articulate the challenges associated with revitalizing a mature brand and suggest courses of action to eradicate further market share erosion.
  • Create a marketing strategy based on the described market climate, consumer demand, and shifting purchasing patterns found in India.