A Case Study on Pitfalls in Branding of Boroline

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A STUDY ON EFFECTIVENESS OF
advertisement of BOROLINE

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PROJECT REPORT
(Submitted for the degree of B.Com Honours in accounting and
finance under University of Calcutta)
TITLE OF THE PROJECT
A STUDY ON EFFECTIVENESS OF ADVERTISEMENT OF
BOROLINE
Submitted by
Name of candidate:Sayan Ray
Roll no : 171141-21-0248
Registration no : 141-1111-0350-17
College roll no : 17210248
Supervised by
Name of the supervisor: Prof .Sudipta Roy
Name of the college: Acharya Girish Chandra Bose
College
Year and month of submission
,2020

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ACKNOWLEDGMENTS
These project reports entitled “A study on effectiveness of
advertisement of Boroline” prepare by me and I had under
taken project survey under the supervision of Prof. Sudipta Ray.
I am immensely grateful to my guide Prof. Sudipta Ray, for his
constant encouragement and guidance throughout this project.
I also express my sincere thanks to our principal, for his
valuable instructions and support toward completion of this
project.
I would like to take this opportunity to thank all my friends,
who have supported me with all the related information of this
project.
Last but certainly not least, I am indebted to my teacher and
parents, without their blessings, grace and support , I couldn't
have finished this project under stipulated time and with
focused vision .
Sayan Ray

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STUDENT DECLARATION
I hereby declare that project work with the title "A study
on effectiveness of advertisement of Boroline" submitting by
me for the partial fulfillment of the degree of B.Com
Honours in Accounting and Finance in business under the
University of Calcutta is my original work and has not
submitted earlier to any other University for the
fulfillment of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole
in part has been incorporated in this report from any
earlier work done by others or by me. However, extract
has been duly acknowledged providing details of such
literature in the reference.
Date:
Name:
Signature:
Roll no:
Place: Kolkata

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SUPERVISOR'S CERTIFICATE
This is to notify that Mr.Sayan Ray a student of B.Com Honours
in Accounting and Finance in Business of ACHARYA GIRISH
CHANDRA BOSE COLLEGE under the University of Calcutta has
worked under my supervision and guidance for his project work
and prepare a project report with the title "A study on
effectiveness of advertisement of Boroline" which he is
submitting, is his genuine and original work to best of my
knowledge.
Date: Signature:
Place: Name: Prof. Sudipta Ray
Designation: Assistant Teacher

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Table of contents
1. Chapter 1 : Introduction
A) Concept of advertisement effectiveness
B) Definition of advertisement effectiveness
C) Features of advertisement effectiveness
D) Functions of advertisement effectiveness
E) Benefits of advertisement effectiveness
F) Limitations of advertisement effectiveness
G) Research methodology
H) Scope of the study
I) Objective of the study
J) Need of the study
K) Limitations of the study
L) Types of advertising
M) Selection of media
N) Literature Review

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2) Chapter 2 : Company profile of Boroline
A) Industry profile
B) Company profile
C) Product history
D) Advertisement history of Boroline
E) Advertisement expenses and sales revenue
3) Chapter 3 : Data analysis
A) Presentation of Data
B) Analysis the data
C) Findings
4). Chapter 4 : Conclusion and Suggestion
A) Conclusion
B) Suggestion
5) Chapter 5 : Questionary
6) Chapter 6 : Bibliography

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Chapter 1
Introduction
Concept of Advertising Effectiveness
Advertising is an art not a science. Effectiveness of which cannot be
measured with a mathematical or empirical formula some advertisers
argue that advertising efforts go to waste, but every advertiser is keenly
interested in measuring or in evaluation of advertising effectiveness.
Testing for the effectiveness of advertisement will lead advertisement
testing must be done either before or after the advertisement has done
in the media. The basic purpose of advertising effectiveness is to avoid
costly mistakes, to predict the relative. In measurement of
advertisement effectiveness feedback is always useful even if it costs
some extra expenditure to the advertiser.
Advertising is a part of promotion mix. It is a method of mass paid
communication of goods, service or ideas by the sponsor through
recognise media ,such as newspaper, magazine , television ,radio,
film,poster and hoarding etc.
Advertisement is effective in drawing attention, stimulating interest,
and arousing desire of potential customers. Now advertising is not only
used to draw attention of the prospective customers but also as a
warning or precautionary tool.

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DEFINITION OF ADVERTISING
The word advertising derived from Latin word viz, "advertere", where
"ad" meaning towards and "vertere" meaning to turn . Therefore
advertising means "to turn the mind towards".
Advertising is a marketing communication that employs an openly
sponsored, non-personal message to promote or sell a product, service
or idea.Advertising is differentiated from public relations in that an
advertiser pays for and has control over the message. It differs from
personal selling in that the message is non-personal, i.e., not directed
to a particular individual.
Advertising effectiveness pertains to how well a company's advertising
accomplishes the intended. Small companies use many different
statistics or metrics to measure their advertising effectiveness. These
measurements can be used for all types of advertising, including
television, radio, direct mail, Internet and even billboard advertising. A
company's advertising effectiveness usually increases over time with
many messages or exposures. But certain advertising objectives can be
realized almost immediately.
FEATURES OF ADVERTISING EFFECTIVENESS:
1. Maximum Reach – Advertisement should be done in such a way,ie.
Hoarding on National Highways, or publicity on Railway trains or Public
Transport Buses , that it reaches the maximum number of people who
may be probable customers at one time.

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2. It should be economical – The Budget spent on advertisements
should prove economical with its wide spread message generating good
results in the form of more and more demand and sales.
3. Attract the Customers – The wording, phrases used, ideas displaying
the product or service must be able to catch the attention of public and
attract as many customers as possible at every time. .
4. It must be trust worthy– The advertisement must speak only about
the truth of the product . It should not create wrong, irrelevant or
totally different picture of the product that it is in reality. It would
amount to cheating or deceiving customers. .
FUNCTION OF ADVERTISING EFFECTIVENESS:
The function of advertising effectiveness may be summed up as i)Primary function
and ii) Secondary function.
i)Primary Function of advertising include:
a)Create new demand for a new product and also increase the demand for
existing product.
b)To expand markets and increse business and sales.
c)To raise the standard of living of the people.
d)To increase the production of products.
ii) Secondary Function of advertising include:
a)To furnish mines of information to salesman and dealers.
b)To secure better workers , employees, salesman and executive.
c) Drawing attention to wholesalers and retailers.

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BENEFITS OF ADVERTISING EFFECTIVENESS:
The benefits of advertising are:
i) Advertising is an aid to increase sales.It helps in the expansion of market.It is an
effective tool for promotion of sale.
ii) Effective advertising facilities quick turnover and brings greater return on
investment.
iii) Advertising educates the buyers about new Product and its uses.
LIMITATIONS OF ADVERTISING EFFECTIVENESS:
i) False and exaggerated advertising mislead the buyers and public
confidence is completely shaken thereby and it make defraud buyers
and induce them to buy bogus good.
iii) Advertising cost is no dought an element of selling overhead.It
increase the total cost of product.
iv) When a brand is repeatedly advertise ,it creates monoploy image in
the mind of the prospective buyer.Thus constant advertising gives rise
to brand monopoly.
RESEARCH METHODOLOGY:
Research is a procedure of logical and systematic application of the fundamental
of science to the general and over all questions of study and sciencetific
technique which provide precise tools , sceincetific procedure and technical
rather than philosophical means for getting and ordering the data prior to their
logical analysis and manipulation.Different type of research methodology
available depending upon the nature of research project , availablity of able man
power and circumstances.

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A.Data collection method:
The source of data includes primary and secondary data sources.
i) Primary Sources: Primary data has been collected directly from
sample respondent through questionaries and with the help of
interview.
ii) Secondary Sources: Secondary data has been collected from
standard text books , newspaper ,magazine and internet.
B.Research instrument : Research instrument used for the
primary data collection is questionary.
C. Sample technique: Convenience.
D. Sample size : 61 respondent.
E. Methodology used : percentage calculation , chart and relevant
diagram.
F. Area of the study : Dum Dum , Nagerbazar.
SCOPE OF THE STUDY
i) The study will attempt to find out the advantage level of products.
ii) The study can help to find out wheather the advertisement is
reached the target audience.
iii) The advertiser can identify the gap of improvement themselves.
iv) The study can find out wheather the advertisement was educating
the customer in right way or not.

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OBJECTIVE OF THE STUDY:
1.To know the effectiveness of advertising towards Boroline.
2.To understand the most effective media for advertisement for
Boroline.
NEED OF THE STUDY:
Need to doing the study on advertising effectiveness because the
advertisement campaign is not held everywhere , advertisement
campaign doesnot increase as customer base , all nedia can not carry
the advertisement equally . These gaps are give a huge effect on the
communication with customers , company's sales and profit also.
LIMITATIONS OF THE STUDY:
1) The project relied mainly on the primary data.
2) Consumer gives very unclear picture.
3) The study based on limited sample.
4) It begin my first attempt to undertake such a study , thus the inexperience is
also an obstacle to accomplish the project in a proper way.
5) Its was very difficult for me to cover the entire area of field survey.That's why I
have collected the feedback of different responded particularly from the area of
Nagerbazar, Dum Dum.

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TYPES OF ADVERTISING:
Broadly speaking, advertising may be classified into two categories viz.,
product and institutional advertising.
a) Product Advertising:
The main purpose of such advertising is to inform and stimulate the
market about the advertiser’s products or services and to sell these.
This type of advertising usually promotes specific, trended products in
such a manner as to make the brands seem more desirable. It is used
by business government organization and private non-business
organizations to promote the uses features, images and benefits of
their services and products. Product advertising is subdivided into
direct action and indirect action advertising, Direct action product
advertising wages the buyer to take action at once, ice he seeks a quick
response to the advertisement which may be to order the product by
mail, or mailing a coupon, or he may promptly purchase in a retail store
in response to price reduction during clearance sales.
b) Institutional advertising :
It is designed to create a proper attitude towards the sellers to build
company image or goodwill rather than to sell specific product or
service. Its purpose is to create a frame of mind and to implant feeling
favorable to the advertisers company. Its assignment is tomake friends
for the institution or organization.It is sub-divided into three categories:
patronage, public, relations and public service institutional advertising.

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i)In patronage institutional advertising the manufacturer tells his
prospects and customer about himself his policies and lives personnel.
The appeals to the patronage motivation of buyers. If successful, he
convinces buyers that his operation entitles him tothe money spent by
them.
ii)Public relations institutional advertising is used to create a favourable
image of the firm among employees, stockholders or the general public.
iii)Public service institutional advertising jobs public support.
C) Other Types:
The other types as follows:
i) Consumer advertising
ii) Comparative advertising
iii) Reminder advertising
iv) Reinforcement advertising
Selecting the Media:
Media selection is an important since it costs time space and money
various factors influence this selection, the most fundamental being the
nature of the target market segment, the type of the product and the
cost involved. The distinctive characteristics of various media are also
important. Therefore management should focus its attention on media
compatibility with advertising objective.

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INDOOR OUTDOOR DIRECT DISPLAY DIGITAL
1.Press
a)Newspaper
b) Magazine
2.Radio
3. Tv
4. Cinemas
5. Videos
1. Poster
2. Printed
display
3. Traveling
display
4. Neon signs
5. Electric
signs
1.Enevelop
and
postcard
2. Booklet
3. Catalogs
4. Sales
letter
5. Samples
1. Display
a) window
b) Counter
2. Showroom
3. Exhibition
4. Trade fair
1.Email
2. Video
3. Audio
4. Search
5. Onsite
6. Mobile
phone
LITERATURE REVIEW:
According to Wheeler, “Advertising is any form of paid non-personal presentation of ideas,
goods or services for the purpose of inducing people to buy."
According to William J. Stanton, “Advertising consists of all the activities involved in
presenting to a group a non-personal, oral or visual openly sponsored message regardinga
product service or idea. This message is called on advertisement is disseminated through
one or more media and is paid for by an identified sponsor".
According to M.C.Shukla ," Advertising aims at committing the producer , educating the
consumer , supplementing the salesman , converting the dealer to eliminating the
competitors,but above all ,it is link between the producer and the consumer."
According to Y.K . Bhushan ,"Modern advertising is the expension of personal salesmanship
from thst which is directed to an individual or a small audience of individual to that which is
directed to react hundreds or thousands of people over a network of media".

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Chapter 2
INDUSTRY PROFILE
India is one of the fastest growing markets for skin care products, and
the target of most cosmetic majors is women between 18-35, with a
monthly income of Rs. 10,000 and above.Indian cosmetic industry is
heading for a complete makeover, rediscovering the long forgotten
herbal formulas and beauty secrets. Those in the business say the going
has never been better for the Indian beauty industry. Estimated at Rs
1800 crore, the industry is growing at 25 percent annually, while the
growth rate of herbal cosmetics sector, estimated at Rs.400 crore is
much higher - at 40 per cent. The natural and ayurvedic sector has seen
a phenomenal growth in the last 2-3 years. The Indian cosmetic
companies are just trying to rediscover, what was lying forgotten and
untapped for a very long period.
More and more companies are entering this lucrative market with a
wide range of products.This market surely works on the doctrine
"Consumer is the King". The leading players in this industry are G.D
Pharmaceutical, Hindustan Lever Ltd., Ponds India Ltd., Lakme, Emami
Ltd, Cavincare Ltd, Godrej Consumer Products Ltd., Lotus Herbals India
Ltd., Procter and Gamble Hygiene and Healthcare Ltd., Cadila
Healthcare Ltd.

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COMPANY HISTORY
GD Pharmaceuticals is the happy outcome of the heady
nationalistic wave that had engulfed all Indians during the pre-
independence era. Its founder, Gourmohon Dutta, belonged to
the rich merchant class of Calcutta.A practical patriot, he was
convinced that the best way to help
India was to contribute to her
economic self-sufficiency. To
actively do this, he decided to
manufacture product of a quality
equivalent to their foreign
counterparts.It was a daunting task.
Many dissuaded him against this
venture. But Gourmohon Dutta followed his heart. With a
glorious dream of free and self-sufficient India in his heart, he
started manufacturing medicines. One of them would be the
legendary green tube Boroline. It had a humble beginning in his
house in 1929. The celebrated journey had begun.
PRODUCT HISTORY

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Boroline is a product of GD Pharmaceuticals Ltd., launched in 1929, in
Kolkata, by Gourmohan Dutta. He was a rich merchant who traded in
imported goods. When the patriotic Swadeshi movement sweeping
India, gnawed at him. He was convinced that the best way to help his
country was to contribute to her economic self sufficiency .Dutta was a
patriot but also a practical man who realised that by manufacturing
indigenous preparations that
would be equal in quality to their
foreign counterparts.He stopping
importing goods altogether and
stated manufacturing the
medicines.one of these is
legendary green tube -Boroline.
When the company brought Boroline in the market, the Britishers were
astonished. They tried to stop the production of the cream, but they
failed and the cream managed to reach the households. It’s been 87
years since then and Boroline is still going strong. A company set up on
a very Indian model doesn’t have a debt of a single Rupee on the
government.
The company’s flagship product Boroline consisted of antiseptic boric
acid, zinc oxide and anhydrous lanolin. The name ‘Boroline’ is derived
from the ingredients antiseptic ‘boric powder' and the Latin word for
oil ‘oleum’.
A lot of thought went into choosing the logo: the elephant was chosen
to signify strength and steadiness; and being an auspicious animal, to
bestow ‘luck/success’ on the new product.The rural heart land and for

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the millions who cannot read, Boroline is still known as the 'hathiwala
cream' (cream with the elephant logo).
There are some most popular and Effective products under Boroline :-
1) Suthol: An antiseptic liquid which takes care for all skin problems.
2) Eleen : A perfumed light hair oil with the goodness of
amla(Emblicaofficinalis) & vitamin E.
3) Penorub : A medicated ointment which
treated all sorts of aches , sprain, cramps &
gives relief from arthritis.
4) Noprix : An medicated spray which is
used to be safe from mosquito's bites.
5) Glosoft : A turmeric glow face wash
which is used for cleanses of face & make it
glow and soft .
ADVERTISING HISTORY OF BOROLINE

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Boroline's advertising is the brain child of the founder's son, Murari
Mohan Dutta. A marketing genius, he pioneered marketing concepts
that were decades ahead of their times. The day India attained
independence in 1947 , Kolkata newspapers carried an ad announcing
that Boroline would be distributed free of cost at two outlets on that
day to celebrate the event. More than 1
lakh tubes were reportedly given away.
In the late 1950s, when concepts like
brand image, rural marketing , advertising
and event sponsorships were virtually
unknown in the Indian market, Boroline
went ahead to explore all possible avenues
of brand building. Boroline took to the
streets during festivals, cheered the players in the grounds during
cricket and football matches, and launched a blitz of newspaper,
magazine, radio and outdoor advertising. Boroline was everywhere,
with everyone. It simply became a part of people's lives .
The chronological order of advertising tagline given below:
In the 1950s, Boroline was a "Tender face cream‟. In the 1960s, it
changed to "Boroline for the skin. The skin
needs Boroline‟. It became a must for
skincare in this decade.
In the next decade 1970s, it cleverly
worked its 'indispensible' into the copy by
saying "Boroline has no substitute‟.
In 1976, Boroline turned "50 – Not Out!‟

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In the early 1980s, Boroline was " The hard working cream that protects
your skin‟. At this time with this tagline boroline
can capture a huge antiseptic market in India. In
the late 1980s,it become trendy with'' in a world
full of surprises,thank goodness you can count
on boroline''. Till 1990 the brand boroline was
the market leader having lion share in the
market of 90%.
In the early 1990s, to highlight its first-in-the-
category status, Boroline was portrayed as ''The
Original‟.
In the later half of the 1990s, it stood for "Boroline skin,healthy skin‟. The
boroline jingle that played on Doordarshan and radio and later on select
cable channels.
In early 2000, the brand values were summed up with "Boroline – works
wonders‟.
In the year 2010 , the company had come up with a new tagline " wake up
to a happy skin with BOROLINE".
In the year 2017, the company made a
new tagline " Soft , happy skin every night
".
The famous national award winning
Bengali film director Rituporno Ghosh
addressed boroline as '' বঙ্গ জীব নের অঙ্গ
বনেবোনেরোনে ী'' (Boroline is the part of Bengal’s life.) when he was started his
career. Boroline use this bengali tagline for promotion in street walls, poster
and hoadings.

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ADVERTISING EXPENSES AND SALES REVENUE OF BOROLINE
The antiseptic skin care market in India today is said to be worth around
₹600 crore, of which Boroline reportedly has a 35 per cent share. It remains
an important part of first-aid kits as it is considered suitable for all skin
types, for all ages, and in all weather conditions. Not only does it heal dry
and rough skin, sunburn, itching and skin infections, but also baby diaper
rash, cracked heels, and even operation stitch scars.
While the quality has remained consistent over the decades, the pricing also
has been reasonable.Not only that, Boroline also won the award for 'India’s
Most Admired Brand' in 2015-16. More admirable is the fact that it has
made it to the ‘Indian Superbrands’ list continuously since 2003 and boroline
also honoured ' Most desirable Indian Power Brand ' from 2018 to 2020.
YEAR ADVERTISING
EXPENSES(CR)
SALES REVENUE(CR)
2015-16 10.2 25.67
2016-17 12 30.12
2017-18 14.6 34.45
2018-19 19.3 40.98
2019-20 20.5 46.87
0
10
20
30
40
50
60
70
80
2015-16 2016-17 2017-18 2018-19 2019-20
ADVERTISING
EXPENSES(CR)
SALES
REVENUE(CR)

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Chapter 3
DATA ANALYSIS
PRESENTATION OF DATA
Table : 1
Responded's classified According to the age
3%8%
11%
78% 15-30
31-50
51-70
Above 70
Interpretation:
Above chart reveals that out of 61 responded, 47 responded are in the age of 15-
30, 7 responded are in the age of 31-50, in the age of 51-70 have 5 responded and
there have 2 responded who fallen in catagory above 70.
AGE(YEARS) NO OF RESPONDED'S PERCENTAGE
15-30 47 77%
31-50 7 11.4%
51-70 5 8.2%
Above 70 2 3.4%
Total 61 100%

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Table : 2
Respondent's classified according to sex
SEX NO OF RESPONDED'S PERCENTAGE
Male 38 62.30%
Female 23 37.70%
Total 61 100%
0
10
20
30
40
Male Female
NO OF RESPONDED'S
PERCENTAGE
Interpretation:
In the above chart, out of 61 responded, 38 responded are male and 23
are female.

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Table : 3
1) Do you see Advertisement?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
Yes 56 91.8%
No 5 8.2%
Can't say Nil Nil
Total 61 100%
0
20
40
60
Yes No Can't say
No of Respond's
Percentage
Interpretation:
In the above chart, out of 61 responded, 56 response that they see the
Advertisement and 5 response that they don't see the Advertisement.
So it is inferred that most of the people like to see the Advertisement.

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Table : 4
2) Have you seen any Advertisement of Boroline?
PARTICULAR NO OF
RESPONDED'S
PERCENTAGE
Yes 55 90.2%
No 6 9.8%
Can't say Nil Nil
Total 61 100%
0%9.80%
90.20%
Yes
No
Can't Say
Interpretation:
In the above chart show that out of 61 responded, 55 responded see
the Advertisement of boroline and 6 response that they don't see any
Advertisement of boroline.

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Table : 5
3) Through which media you have seen the Advertisement of
boroline?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
TV 46 75.40%
Newspaper 6 9.84%
Poster 4 5.56%
Other media 5 9.2%
Total 61 100%
75.40%
9.84% 5.56% 9.20%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
TV Newspaper Poster Other media
Interpretation:
In the above table , we see that 46 response that they see the
Advertisement in tv , 6 see in newspaper, 4 see through poster and rest

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go to the other media. So it is inferred that boroline Advertisement is
more popular in tv than any other media.
Table : 6
4) Do you like Advertisement of Boroline?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
Yes 48 78.7%
No 6 9.8%
Can't say 7 11.5%
Total 61 100%
11.50%
9.80%
78.70%
Yes
No
Can't say
Interpretation:

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The above charts prove that Boroline Advertisement like by 48 and 6
responses that they don't like. So it is inferred that most of the people
i.e. 78.7% like the advertisement of boroline.
Table : 7
Why do you like the advertisement of boroline?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
There have famous
personalities
31 50%
There have good
tagline
18 29.3%
Concept and theme are
attractive
12 20.7%
Total 61 100%
0%
20%
40%
60%
There have famous personalities
There have good tagline
Concept and theme are
attractive
Interpretation:

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From the above table 31 claim that they like the advertisement of
boroline because there have famous personalities , 18 support that
there have good tagline and 12 response that as concept and theme are
attractive so they like the advertisement of boroline.
Table : 8
Do you think Advertisement is necessary for sale of antiseptic
cream?
0.00%
20.00%
40.00%
60.00%
80.00%
Yes
No
Can't say
Interpretation:
PARTICULAR NO OF RESPONDED'S PERCENTAGE
Yes 48 78.7%
No 7 11.5%
Can't say 6 9.8%
Total 61 100%

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In the above chart, 48 people think that Advertisement is
necessary for sale of antiseptic cream and 7 responded don't
think that.
Table : 9
Did the advertisement of boroline create awareness about
brand and make to consume product?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
Yes 38 62.3%
No 6 9.8%
Can't say 2 3.3%
May be 15 24.6%
Total 61 100%
0.00%
20.00%
40.00%
60.00%
80.00% Yes
No
Can't say
May be
Interpretation:

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From the above table 38 responded think that Advertisement
of boroline create awareness about brand and make to
consume product and 6 don't think so.
Table : 10
Did the advertisement give effect on the sales of boroline?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
Yes 49 80.3%
No 4 6.5%
Can't say 6 9.8%
May be 2 3.4%
Total 61 100%
3.4%9.8%
6.5%
80.3%
Yes
No
Can't say
May be
Interpretation:

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In the above chart 49 responded claim that Advertisement give
effect on sales of boroline and 4 response that don't effect on
sales.
Table : 11
Did the famous personalities and slogan are necessary for the
Advertisement of boroline?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
Yes 37 60.7%
No 20 31.1%
Can't say 4 8.2%
Total 61 100%
0.00%
20.00%
40.00%
60.00%
80.00% Yes
No
Can't say
Interpretation:

35
From the above chart 37 response that famous personalities
and slogan are necessary for the Advertisement of boroline and
20response that it is not necessary.
Table : 12
Do you agree that Advertisement of boroline help to make
better selection?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
Yes 44 72.1%
No 5 8.2%
Can't say 12 19.7%
Total 61 100%
72.10%
8.20%
19.70%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Yes
No
Can't say
Interpretation:

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In the above chart reveals that 44 person say that
Advertisement of boroline make better selection and only 5
person does not agree with that.
Table : 13
Do you satisfied with the performance of boroline which is seen
by Advertisement?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
Yes 53 86.9%
No 5 4.9%
Can't say 3 8.2%
Total 61 100%
Interpretation:
8.20%4.90%
86.90% Yes
No
Can't say

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The above chart reveals that 53 responded think boroline
satisfied with their performance that is seen by Advertisement
and 3 does not agree with that.
Table : 14
Which reason you find the difference of Advertisement
effectiveness?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
Education 8 13.1%
Liking 12 19.6%
Standard of living 22 36%
Other reason 19 31.3%
Total 61 100%
13.10%
19.60%
36%
31.30%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Education Liking Standard of living Other reason
Interpretation:

38
From the above chart 8 person think that education is the reason for
the difference of advertisement effectiveness , 12 think that liking is the
reason , standard of living is the reason think by 22 person and 19
responded go for other reason.
Table : 15
Do you think that boroline is require to increase the quantity of
advertisement?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
Yes 37 60.7%
No 20 32.8%
Can't say 4 6.5%
Total 61 100%
32.8% 60.7% Yes
No
Can't say
7.5%
Interpretation:

39
From the above 37 person think that Boroline should
increase their Advertisement and 20 people think that
they do not did so.
Table : 16
Which antiseptic cream you like other than boroline?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
Boroplus 26 42.6%
Borosoft 3 4.9%
Vicco 12 19.7%
Other 20 32.8%
Total 61 100%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Boroplus
Borosoft
Vicco
Other

40
Interpretation:
From the above chart boroplus like by 26 responded othar than
boroline, 3 person like borosoft, vicco like by 12 person and rest
goes for other antiseptic cream.
Table : 17
Do you think boroline Advertising is better than any other
antiseptic cream?
PARTICULAR NO OF RESPONDED'S PERCENTAGE
Yes 45 73.8%
No 11 18%
Can't say 5 8.2%
Total 61 100%
8.2%
18%
73.8% Yes
No
Can't say

41
Interpretation:
From the above table 45 response that Boroline Advertising is
better than any other antiseptic cream and 11 responses that
they don't think so.
FINDINGS
1) 91.8% people see the Advertisement.
2) 90.2% see the Advertisement of boroline while 9.8%
don't see the Advertisement .
3) 75.40% see the Advertisement in TV while 9.84% and
5.56% people see the Advertisement in newspaper and
magazine respectively.
4) 78.7% people like the advertisement of boroline.
5) 50% people like Advertisement for the famous
personalities while 29.3% like for good tagline and 20.7%
like for concept and attractive theme.
6) 78.7% person think advertisement is necessary for
sale of antiseptic cream .
7) 62.3% think advertisement create about brand
awareness and make consume product .

42
8) 80.3% think advertisement give effect on sales of
boroline.
9) 60.7% people think that famous personalities and
slogan necessary for Advertisement of boroline
10) 72.1% people think Advertisement of boroline make
better selection.
11) 86.9% people satisfied with the performance of
boroline which is seen by Advertisement while only 4.9%
does not satisfied.
12) 36% think standard of living is reason for difference
of advertisement effectiveness while 13.1% and 19.6%
support the reason education and liking.
13) 60.7% think boroline is required to increase their
Advertisement.
14) 42.6% like boroplus, 4.9% like borosoft and 19.6%
like vicco other than boroline.
15) 73.8% think boroline Advertisement is better than
any other antiseptic cream.

43
Chapter : 4
CONCLUSION
It is very important on the part of the organisation to learn customer behaviour in
order to increase their sale and create a good brand image in the mind of the
customer.
From the survey out and after data analysis of the information obtain it can
conclude that people are aware different brands of antiseptic cream. Brand name
is consider as an important factor while purchasing antiseptic cream and in which
Boroline is most preferred brand name among the customer. It is also conclude
that television is play a vital role for advertisement of any product . Some
problems are found in advertisement of boroline:
• Now a days boroline can not advertise in hoadings , posters , banners ,
street wall and this effect also in communication with the public.
• Now a days boroline Advertisement come in tv in very less quantity and
does not show in all channel.
• Boroline advertise very less in outside West Bengal and therefore in other
state the comparative brands like boroplus , borosoft capture the market .
• Boroline can not choose the famous face for Advertisement and brand
ambassador while other antiseptic cream advertising with the popular faces
and this also effect in Effectiveness of advertisement.
It is also found some good effect of Advertisement of boroline ie .people also
satisfied with the service of Boroline and in West Bengal people still now trust on
Boroline .

44
After analyzing all data it is properly come to only one conclusion that antiseptic
cream has a great scope in future.
Sujjsetion
➢ Media should be selected according to the choice of
customers.
➢ To give more attention in making the advertisement
to make it effective for the sale of BOROLINE
➢ It should be attractive one so that people are
attracted toward the advertisement.
➢ The indoor media only reach to more no. of
customers so, that the advertisement of boroline
also can advertise in local channels and local
newspapers.
➢ The advertisement should be in regular time.
➢ Advertise is more outdoor media because it cost is
very less compare to other media and also it can
reach some time more customers mind. Boroline
should increase the outdoor media advertisement all
over the country.
➢ Boroline need to advertise in online or digital media
that also attract the young generation.

45
➢ Advertisement in newspapers media now not in
front page, if that advertisement in Front Page
means it can reach more customers.
➢ Boroline should conduct periodically study to know
the level of customer satisfaction.
➢ Boroline need to increase the advertisements in all
media outside West Bengal and also in other
countries .
➢ Boroline should increase the no of CNFs( Clearing
amd forwarding agencies) all over in India .
➢ Boroline must select the popular face for brand
ambassador and also for advertisement and it must
make some campaign in different state for
understand the advertisements of boroline reach
properly to all customers or not.
➢ Some people sujjest that Boroline should give some
social message in their advertisement that also
attractive to the customer .

46
Questionary
1) Responded according to the age
a) 15-30 b) 31-50 c) 51-70. d) Above 70
2) Responded according to the sex
a) Male b) Female
3) Do you see advertisement?
a) Yes. b) No. c) Can’t say
4) Have you seen any advertisement of Boroline?
a) Yes. b) No c) Can't say
5) Through which media you have seen the advertisement of Boroline?
a) TV b) Newspaper c) Poster d) Other media
6) Do you like the advertisement of Boroline?
a) Yes. b) No. c) Can't say

47
7) Why do you like the advertisement of Boroline?
a) There have famous personalities b) There have good tagline.
C) Concept and theme are attractive
8) Do you think Advertisement is necessary for sale of antiseptic
cream?
a) Yes. b). No. c) Can't say
9) Did the advertisement of boroline create awareness about brand and
make to consume product?
a) Yes. b). No. C) Can't say d) May be
10) Did the advertisement give effect on sales of Boroline ?
a). Yes. b). No. c) Can't say d) May be
11) Do you think that the famous personalities and slogan is necessary
for Advertisement of boroline?
a) Yes. b) No. c) Can't say.
12) Did the advertisement of boroline help to make better selection?

48
a) Yes. b) No. c) Can't say
13) Do you satisfied with the performance of boroline which is seen by
Advertisement?
a) Yes. b) No. c) Can't say
14) Which reason you find in the difference of advertisement
effectiveness?
a) Education. b) Liking. c) Standard of living. d) Other reasons
15) Do you think that boroline is required to increase the quantity of
advertisement?
a) Yes. b) No. c) Can't say
16) Which antiseptic cream you like other than boroline?
a) Boroplus. b) Borosoft. c) Vicco. d) Other cream
17) Do you think boroline advertisement is better than any other
antiseptic cream?
a) Yes. b). No. c) Can't say

49
Bibliography
1) www.scribd.com
2)https://bloncampus.thehindubusinessline.com/column
s/brand-basics/boroline-soothing-skin-since-
1929/article9942044.ece
3) www.boroline.com
4) en.wikipedia.org/wiki/Boroline
5) Marketing Management and Human Resources
Management by Sushil Mukherjee and Kallol Saha.