“ EVALUATION OF BOROPLUS PRICKLY HEAT

POWDER WITH RESPECT TO THE 4 P’s MARKETING

MIX ”
AT
EMAMI LTD

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 Contents

• Chater-1 Introduction 07 – 20

 Introduction of the Study

 Need of the Study
 Objectives of the Study
 Research Methodology
 Presentation of the study
 Limitations

• Chapter-2 FMCG Industry & Emami Ltd profile 21 - 46

 Overview of FMCG Sector in India

 Outlook of Emami Ltd Profile
 Emami Vision & Mission
 Emami Corporate Values & Objectives
 Emami Beauty Products
 Emami Distribution Network

• Chapter-3 Marketing Mix 47 - 52

 A Conceptual Framework of Marketing Mix

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• Chapter-4 Field Study and Analysis 53 - 64

 Percentage Analysis
 Pie chart analysis for each data collected

• Chapter-5 Findings and Summary 65 - 69

 Findings from the data collected.

 Summary of all chapters

• Chapter-7 Conclusion and Suggestions 70 - 79

 Conclusion
 Recommendation
 Bibliography

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CHAPTER - 1
Introduction
 Introduction of the Study
 Need of the Study
 Objectives of the Study
 Research Methodology
 Chapterization of the Study
 Limitations

4
 INTRODUCTION

The inception of Emami Group took place way back in mid seventies when two
childhood friends, Mr. R.S. Agarwal and Mr. R.S. Goenka left their high profile
jobs with the Birla Group to set up Kemco Chemicals, an Ayurvedic medicine and
cosmetic manufacturing unit in Kolkata in 1974.

It was an extremely bold step in the early seventies when the Indian FMCG market
was still dominated by multinationals. Several such companies headquartered in
Kolkata were considering shifting out of West Bengal due to labor unrest and
political problems.

In 1978, Himani Ltd (incorporated as a Private Limited Company in 1949) had

become sick unit and was up for sale. Himani, almost a 100 year old company with
good brand equity in Eastern India and a well laid out factory in Kolkata, was
producing a number of cosmetics. Mr. Agarwal realized the opportunity and
acquired Himani though for their young organization it was a tough task to
mobilize resources for buying a sick unit and even tougher to turn it around to a
profitable venture. The degree of financial risk involved was enormous
considering the small capital base of the company in those days. However Mr.
Agarwal, supported by Mr. Goenka decided to go ahead with the deal which later
on proved to be the turning point for the organization.

Mr. Agarwal decided to produce in the Himani factory different types of health
care items and toiletries based on Ayurvedic preparation. Ten years after
commencement of the company, it launched their first flagship brand Boroplus
Antiseptic Cream under the Himani umbrella in 1984.

5
 Many additional brands followed Boroplus including Boroplus Prickly
Heat Powder which came as a brand extension of the mother brand. Emami brands
started selling in all states of North, East and West India. Today Boroplus is not
only the largest selling Antiseptic Cream in India but also in Russia, Ukraine, and
Nepal.

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 BOROPLUS PRICKLY HEAT POWDER

Revolutionary ‘Boroplus prickly heat powder’ provides immediate

respite from the harsh heat. Its Icy effect offers relief and cure from prickly heat,
itching & rashes giving a soothing cool relief. Invented by leading Herbologists of
India and Dr. Zaveri of USA, a protégé of two times Nobel Prize winner. Its 5
power formula keeps your skin healthy and active even during pricking summer.
Its lingering Icy Cool touch keeps you fresh and vibrantly cool

Boroplus prickly heat powder has the advanced herbal formula,

which contains powerful anti-bacterial & anti-fungal herbs, that gives fastest relief
from prickly heat & heat rashes without being harsh on skin. Boroplus prickly heat
powder has four variants:

Boroplus icy cool prickly heat powder: has an additional benefit of creating
cooling effect on skin which keeps one fresh & cool in the burning hot weather.

Boroplus icy sandal prickly heat powder: has cooling effect on skin & the natural
fragrance of sandalwood.

Boroplus french lavender prickly heat powder: Boroplus php with the exotic
fragrance of french lavender.

Boroplus french herbal prickly heat powder: Boroplus php with the fragrance
inspired from exotic french herbs.

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Available sizes: 50 gm & 150gm packs for all the variants.

Product benefits:

Boroplus prickly heat powder provides quick & long lasting relief from prickly
heat. It prevents skin problems like heat rash, burning sensation, athlete`s foot,
dhobi itch and other minor skin infections. It is excellent in absorbing sweat &
prevents body odour to keep you fresh, all day long. A completely herbal
formulation, boroplus prickly heat powder has no harmful effects on skin.

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 PRICKLY HEAT POWDER

Prickly heat is a extremely itchy red skin rash, cause a prickling or on fire feeling.
It is medically known as miliaria. It may occur at what time you sweat a lot in hot
or humid weather.

Dead skin cells and bacteria chunk the sweat glands. The skin become inflamed
with a mottled rash that may blister.

Prickly heat more often than not starts approximately the neck. If it is bad, it can
spread down onto the chest and back and up approximately the ears and face, but it
hardly ever bothers a baby.

Summer is meant for holiday throughout the world. It is the time to take pleasure
in the sunny days calming the body and mind.

But temperate countries frequently suffer from hot sun and make people run for
shelter or air-conditioned rooms to avoid heat stroke, dehydration and prickly heat.

The condition is controlled by keeping the skin cool and dry. Use of powders and
antiperspirants often helps. Conditions that increase sweating should be avoided,
thus an air-conditioned environment is ideal.

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 AN OVERVIEW OF PRICKLY HEAT POWDER
COMPETITION IN THE MARKET

Dermi cool ranks a close second to heritage brand Nycil in the prickly heat powder
market but Ahmedabad-based Paras Pharmaceuticals believes its ‘stay cool, think
cool’ campaign for ‘Dermicool’ will give it the desired edge.

“Paras Pharmaceuticals has allocated 15 per cent of our sales for advertising and
brand promotion. While our advertising budget has been similar to last year, our
sales are expected to increase 40 per cent over last year due to the increased heat
this summer. We know that in summers, people lose their cool easily. Through this
campaign, we want to tell people they can be cool mentally when they are
physically cool,” says S Raghunandan. managing director and chief executive
officer, Paras Pharma.

The company has also launched three new variants – ‘cucumber slice’, ‘citrus
blast’ and ‘watermelon’. “Dermicool is both, a prickly heat powder and cooling
talc. We do not look at Ponds or the like as competition as we combine prickly
heat and cooling under Dermicool. For us, brands like Boroplus, Navratna and
Nycil are the competitors. In fact, we are second yet very close to Nycil in the
prickly heat powder market segment. And I can say confidently that we are
growing faster than competition as just five years ago, we were half of Nycil and
today we are 75 per cent of Nycil,” says Raghunandan.

Dermicool enjoys a 30 per cent market share in the Rs 200 crore prickly heat and
skin care segment. Nycil, from Heinz India has a 37 per cent share while Emami’s
Boroplus Ice accounts for 20-25 per cent of the market.

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Paras Pharmaceuticals, which was a sponsor in the recently-concluded ICC World
Cup Twenty20, has also launched Dermicool in 50 gm packs available at Rs 20 for
rural markets. The strategy appears to have worked with the brand contributing
almost 15 per cent to its sales this year. The original ‘thanda-thanda, cool-cool’
Dermicool brand is expecting a sales target of Rs 75 crore this year.

Nycil, however, is not sitting tight. Says Sundip Shah, Vice President - Marketing
& Business Development, Heinz India Private Limited: “Nycil, with more than 40
years of legacy, is a market leader with a 37 per cent market share.” The company
recently launched Nycil De-o Fresh Skin Care Talc, extending the brand equity of
Nycil. “Our research indicated the need for a skin care talc that ensures sweat
absorption, protection from body odour and a de-odorizing fragrance which keeps
skin fresh and healthy. Hence, Nycil De-o Fresh which is undergoing consumer
tests in Andhra Pradesh & Kerala.”

Kolkata-based Emami, on its part, is targeting kids as its prime consumers to

increase its market share for Boroplus Ice prickly heat powder, which currently
enjoys a market share of 20-25 per cent. The brand is currently promoted by the
glamorous Kareena Kapoor along with some kids enacting the ‘All izz well’ song
from the movie ‘3 Idiots’.

“We are at number three after Nycil and Boroplus and plan to handle competition
through the ad campaign. In fact, the theme is a popular one among kids and that
takes care of our aim. We have a budget of Rs 10 crore for advertising and
promotion of Boroplus Ice and Rs 8-10 crore as advertising budget of Navratna
Cool, which is an increase of 25 per cent over last year,” says Harsh Agarwal,
director, Emami Ltd. The company is expecting a growth of 20-25 per cent for
Boroplus Ice and at least 50 per cent for Navratna Cool Talc, which has a market
share of 10-15 per cent, according to Agarwal.

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A new entrant into the market, the Sundeo Summer Powder is also vying for
attention through its TV ads. “We launched the product in April, by when 60-70
per cent of the peak season for the product had already passed. For the sun to shine
on us, it will take another season to guage the consumer reaction to our
proposition. The new-born baby has been given Rs 6-8 crore for advertising and
promotion,” says Darshan Patel, managing director of Vini Group and former co-
promoter of Paras Pharma.

SHORT OVERVIEW:

THE MARKET IS HOTTING UP:

 The prickly heat powder is a Rs 200 crore market

 Nycil from Heinz India is the market leader with 37 per cent market share

 Dermicool from Paras enjoys a 30 per cent market share

 Emami’s Boroplus Ice accounts for 20-25 per cent of the market

 Nycil recently launched Nycil De-o Fresh Skin Care Talc

 Emami is targeting kids

 Sundeo Summer Powder, a new entrant from the Vini group, is also vying
for attention

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 NEED OF THE STUDY

Marketing mix is a primary tool for establishing the detailed

marketing plan and forecasting the sales. Any organization, before introducing its
products or services into the market; conducts a market survey.

The sequence of all ‘P’s is very much important in every stage of

product life cycle Introduction, Growth, Maturity and Decline and no student has
done the project on this topic so I have selected this topic for my project.

OBJECTIVES OF THE STUDY

1) To study and understand the conceptual framework of marketing mix.

2) To give brief description about the Emami ltd and FMCG industry.

3) To present the comparative analysis of Boroplus prickly heat powder with

its other competitive brands.

4) Map Boroplus Marketing Mix against that of ‘Nycil’, ‘Dermi cool’ and
‘Shower to Shower’ brands.

5) To give summary, findings and suggestions.

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 RESEARCH METHODOLOGY

DATA COLLECTION:

Primary data:

The Primary data is collected through the interviews both structured and
unstructured way with the customers.

Secondary data:

Secondary data is collected from internet, registers, records and annual reports of
the organization.

The data obtained for crisil rating has estimated the market share of combined
prickly heat powder Nycil and Dermicool with 24%.

The data obtained from company website the market share is at 17% for prickly
heat powder and growing at 34% in FY 2009-2010 with cumulative average
growth rate of 13% (CAGR) in last 3 years.

Data collection Instrument:

For collecting the data questionnaire method is used. Questionnaire Design begins
with an understanding of the capabilities of a questionnaire and how they can help
in research. If it is determined that a questionnaire is to be used, the greatest care
goes into the planning of the objectives.

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Questionnaires are like any scientific experiment. One does not collect data and
then see if they found something interesting. One forms a hypothesis and an
experiment that will help to prove or disprove hypothesis.

Sample Size Design

• It refers to the number of elements to be included in the study. A sample

design is a definite plan for obtaining a sample from a definite population. It
refers to the technique or the procedure the researchers would adopt in
selecting items for the sample. It is determined before data is collected.

• Samples of 150 consumers are collected for general survey and 50

consumers are collected for commercial survey.

Sampling Process

Convenience Sampling: A convenience is obtained by the selecting ‘convenient’

population units.

TOOLS FOR ANALYSIS:

Percentage Analysis:

In percentage analysis, charts like bar chart and pie chart are used to graphically
represent the results from percentage analysis of the questionnaire.

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 PRESENTATION OF THE STUDY

• CHAPTER 1: This chapter deals with current scenario of the Emami

Limited and about its mother brand BoroPlus. It also includes Need of the
study, Objective of the study, Research Methodology and Limitations of the
Study.

• CHAPTER 2: This chapter deals with the over view of the FMCG industry
and Emami Limited.

• CHAPTER 3: This chapter deals with the conceptual frame work of

Marketing Mix.

• CHAPTER 4: The present chapter includes an in depth Data Analysis and

Interpretation of the raw data. It also refers to diagrammatic and percentage
analysis .

• CHAPTER 5: It consists of summary, valuable findings, suggestions and

conclusions to improve the efficiency of the study.

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• CHAPTER 6: It consists of suggestions and conclusions to improve the
efficiency of the study.

LIMITATIONS OF THE STUDY

• Very less time was available for this project so it might affect the quality of
this project, but I have put all my efforts in meeting the people and
collecting the data.

• Only certain factors are considered in this measure the evaluation of

Boroplus prickly heat powder with respect to 4p’s.

• Limited particular area was chosen for survey.

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 CHAPTER-2
FMCG Sector & Emami Ltd
Company Profile
 Overview of FMCG Sector in India
 Outlook of Emami Ltd Profile
 Emami Ltd Vision & Mission
 Emami Ltd Corporate Values & Objectives
 Emami Ltd Beauty Products
 Emami Ltd Distribution Network

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 INDUSTRY PROFILE

OVERVIEW OF FMCG SECTOR IN INDIA

The Indian FMCG sector is the fourth largest sector in the economy with a total
market size in excess of US$ 13.1 billion. It has a strong MNC presence and is
characterized by a well established distribution network, intense competition
between the organized and unorganized segments and low operational cost.
Availability of key raw materials, cheaper labor costs and presence across the
entire value chain gives India a competitive advantage.

The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4
billion in 2015. Penetration level as well as per capita consumption in most
product categories like jams, toothpaste, skin care, hair wash etc in India is low
indicating the untapped market potential. Burgeoning Indian population,
particularly the middle class and the rural segments, presents an opportunity to
makers of branded products to convert consumers to branded products.

Growth is also likely to come from consumer 'upgrading' in the matured product
categories. With 200 million people expected to shift to processed and packaged

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food by 2010, India needs around US$ 28 billion of investment in the food-
processing industry.

Automatic investment approval (including foreign technology agreements within

specified norms), up to 100 per cent foreign equity or 100 per cent for NRI and
Overseas Corporate Bodies (OCBs) investment, is allowed for most of the food
processing sector.

What are FMCGs?

We regularly talk about things like butter, potato chips, toothpastes, razors,
household care products, packaged food and beverages, etc. But do we know under
which category these things come? They are called FMCGs. FMCG is an acronym
for Fast Moving Consumer Goods, which refer to things that we buy from local
supermarkets on daily basis, the things that have high turnover and are relatively
cheaper.

FMCG Products and Categories

 Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps);

 Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper

products;

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  Household care fabric wash including laundry soaps and synthetic
detergents; household cleaners, such as dish/utensil cleaners, floor cleaners,
toilet cleaners, air fresheners, insecticides and mosquito repellents, metal
polish and furniture polish;

FMCG in 2010

The performance of the industry was inconsistent in terms of sales and growth for
over 4 years. The investors in the sector were not gainers at par with other
booming sectors. After two years of sinking performance of FMCG sector, the
year 2009 has witnessed the FMCGs demand growing. Strong growth was seen
across various segments in FY09. With the rise in disposable income and the
economy in good health, the urban consumers continued with their shopping spree.

- Food and health beverages, branded flour, branded sugarcane, bakery products
such as bread, biscuits, etc., milk and dairy products, beverages such as tea, coffee,
juices, bottled water etc, snack food, chocolates, etc.

- Frequently replaced electronic products, such as audio equipments, digital

cameras, Laptops, CTVs; other electronic items such as Refrigerator, washing
machines, etc. coming under the category of White Goods in FMCG;

Sector Outlook

FMCG is the fourth largest sector in the Indian Economy with a total market size
of Rs. 80,000 crores. FMCG sector generates 5% of total factory employment in
the country and is creating employment for three million people, especially in
small towns and rural India.

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Analysis of FMCG Sector:

Strengths:

1. Low operational costs

2. Presence of established distribution networks in both urban and rural areas

3. Presence of well-known brands in FMCG sector

Weaknesses:

1. Lower scope of investing in technology and achieving economies of scale,

especially in small sectors

2. Low exports levels

3. "Me-too" products, which illegally mimic the labels of the established brands.
These products narrow the scope of FMCG products in rural and semi-urban
market.

Opportunities:

1. Untapped rural market.

2. Rising income levels i.e. increase in purchasing power of consumers.

3. Large domestic market- a population of over one billion.

4. Export potential.

5. High consumer goods spending .

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Threats:

1. Removal of import restrictions resulting in replacing of domestic brands.

2. Slowdown in rural demand.

3. Tax and regulatory structure.

COMPANY PROFILE

HISTORY:

The inception of Emami Group took place way back in mid seventies when two
childhood friends, Mr. R.S. Agarwal and Mr. R.S. Goenka left their high profile
jobs with the Birla Group to set up Kemco Chemicals, an Ayurvedic medicine and
cosmetic manufacturing unit in Kolkata in 1974.

It was an extremely bold step in the early seventies when the Indian FMCG market
was still dominated by multinationals. Several such companies headquartered in
Kolkata were considering shifting out of West Bengal due to labor unrest and
political problems.

But against all odds with a vision of combining the age old wisdom of Ayurveda
with modern manufacturing techniques for creating winning brands the company
was started with a meager amount of Rs. 20,000.

A dream of reaching out to the Indian middle class; a target audience whom they
thought will have increasing potential for consumption, the company started

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manufacturing cosmetic products as well as Ayurvedic medicines under the brand
name of Emami from a small factory in Kolkata.

In the early days the two friends used to go around places and sell their cosmetics
from shop to shop. They piled their goods on hand pulled rickshaws and went on
distribution drives making their brand extremely popular, available and acceptable
among consumers.

The first-rate quality of the products soon created a consumer pull and gradually
some people were hired to work for them. A chain of distributors was established
and the sale of Emami products spread from West Bengal to rest of Eastern India
and gradually to other states.

Emami Talcum, Emami Vanishing Cream and Emami Cold Cream

were great favorite brands with the quality conscious consumers in the mid-
seventies. The company soon became adept in selling beautiful dreams to Indian
women interested in finding their own identity. The signature tune of Emami
played over radio and TV became a household favorite.

In 1978, Himani Ltd (incorporated as a Private Limited Company

in 1949) had become sick unit and was up for sale. Himani, almost a 100 year old
company with good brand equity in Eastern India and a well laid out factory in
Kolkata, was producing a number of cosmetics. Mr. Agarwal realized the
opportunity and acquired Himani though for their young organization it was a
tough task to mobilize resources for buying a sick unit and even tougher to turn it
around to a profitable venture. The degree of financial risk involved was enormous
considering the small capital base of the company in those days. However Mr.

24
Agarwal, supported by Mr. Goenka decided to go ahead with the deal which later
on proved to be the turning point for the organization.

Mr. Agarwal decided to produce in the Himani factory different

types of health care items and toiletries based on Ayurvedic preparation. Ten years
after commencement of the company, it launched their first flagship brand
Boroplus Antiseptic Cream under the Himani umbrella in 1984. Many additional
brands followed Boroplus including Boroplus Prickly Heat Powder which came as
a brand extension of the mother brand. Emami brands started selling in all states of
North, East and West India. Today Boroplus is not only the largest selling
Antiseptic Cream in India but also in Russia, Ukraine, and Nepal.

Nineties was very eventful for Emami. The next flagship brand of
the company Navratna Cool Oil came in the nineties under the Himani Umbrella
and the second factory was opened at Pondicherry to expand production. Navratna
over the years has becomea market leader in the cool oil category.

The introduction of new brands continued and the distribution

network of the company was extended to South India with Navratna spear heading
the process. In 1995, Kemco Chemicals, the partnership firm was converted into a
Public Limited Company under the name and style of Emami Ltd. In 1998, Emami
Ltd was merged with Himani Ltd and its name was changed to Emami Ltd as per
fresh certificate of incorporation dated September1, 1998.

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 In 2000, with a view to concentrate on its core FMCG
business, Emami's investment undertaking was demerged and Pan Emami Cosmed
Ltd. issued its fully paid up shares to shareholders of Emami in the ratio of 1:1. In
2003 a new factory unit was set up at Amingaon, Guwahati. A Public Issue of 50
lacs Equity Shares of Rs2/- each at a price of Rs. 70 followed in 2005. The issue
was oversubscribed within few seconds of its opening with an overall over
subscription of 36 times of the issue size. The share price sold at Rs. 70 today is
quoted in the stock market as Rs. 210.

In 2005 Emami created a marketing history in India by launching Fair and

Handsome, the first fairness cream for men.

In 2006 the company decided to introduce a Health Care Division and a number of
new brands of Ayurvedic OTC medicines. The company has taken up the
challenge of growing this new division with a dedicated and enthusiastic team
working on this project.

Among the brands created by the company, today Navratna brand is Rs.300 crore
followed by Boroplus brand standing at Rs.250 crore and Fairness family standing
at Rs.100 crore. Sona Chandi Chyawanprash, Menthoplus and Fast Relief also
among the top brands in their respective categories.

In 2006, J B Marketing & Finance Ltd., the erstwhile marketing company of the
Emami Group merged with Emami Ltd. and the total turnover of Emami including
sales in domestic and export market stood at Rs 516 crores at the end of the fiscal
year 2006-07.

26
Emami Limited with an investment of Rs 700 crore has acquired major stake in
Zandu Pharmaceuticals Works Ltd on the basis of huge business synergy between
Zandu and Emami. Post the acquisition of Zandu Pharmaceuticals a century old
household name in India, some of its prominent brands like Zandu Balm, Zandu
Chyawanprash, Zandu Kesri Jeevan, Zandu Pancharishta, Sudarshan and Nityam
Churna are also under Emami’s basket of brands.

Within three decades, the company has grown into a huge Rs. 1000 crore Emami
Ltd under the flagship company of the Rs.3000 crore Emami Group.

Today, Emami Limited is led by Mr. R S Agarwal and Mr. R S Goenka with the
help of the second generation Promoter Directors from the two families. Qualified
and dedicated set of professionals run the day to day operations of the company.
Recently a new corporate office “Emami Tower” has been added to the history of
the company which houses Emami Limited as well as all the other Group
companies in Kolkata.

ABOUT US:

Emami Group, a conglomerate born out of Bengal has a pan India presence
through its battery of brands and business initiatives that blossomed under the
parentage of Mr R S Agarwal and Mr R S Goenka since 1974. With an aggregate
27
group turnover of about Rs 3000 crore the group has business interests in FMCG
(fast moving consumer goods), paper and news print, writing instruments, edible
oil and cultivation, bio-diesel, hospitals, contemporary art, pharmacy, cement,coal
and power, real estate and retail. The Group’s fountain of strength are its ingrained
value system, innovativeness and an over 20,000 passionate and dedicated staff,
engaged in knowledge sharing.

Emami Limited, the flagship company of the Group, is a coveted Rs 1100 crore
business entity , a leading player in the personal and healthcare consumer products
industry in India engaged in manufacturing and marketing of health, beauty and
personal care products that are based entirely on ayurvedic formulation.

Emami Limited has over 30 brands under its portfolio. The focus is on providing
the consumers with innovative products which are capable of meeting their
multiple needs and add value by enhancing the quality of day-to-day life. By
repeatedly outperforming the industry standard, Emami Ltd has maintained a
CAGR of 27% over the last few years.

Understanding the human needs and fulfilling them by dint of technical research is
a positive feature of Emami. This is being made possible by Himani Ayurveda
Science Foundation (HASF) that generates the very best of ayurvedic
formulations. The foundation’s unique range of healthcare products aptly caters to
consumer needs. The world class quality control methods and processes

28
maintained by HASF ensure optimum utility of each ingredient. The foundation is
completely engaged in constant innovation and pharmaceutical enhancements.

The power brands of the company are Boroplus and Navratna. Boroplus brand is
the market leader in the antiseptic cream segment; the Navratna Oil is also in the
pole position in the cool oil segment. Fair and Handsome is the pioneer in the
fairness cream for men segment. Emami’s products in different categories like cool
oil, antiseptic cream and fairness cream for men have carved a niche for
themselves in their respective segments.

Today the Navratna Brand is worth Rs. 300 crore followed by the Boroplus Brand
standing also at Rs. 300 crore , Zandu Balm a Rs 250 cr brand and Fair and
Handsome standing at Rs. 100 crore. Sona Chandi Chyawanprash, Mentho Plus
and Fast Relief are also doing well in their respective categories. Hairlife (crème
herbal hair pack) and Malai Kesar Cold Cream, Malai Kesar Cream Soap are also
major players. Brand extensions have helped Emami consolidate its position in the
market and also cater to varied consumer needs. Emami has entered the glycerine
soap category with Emami Pure Skin, petroleum jelly category with Vasocare and
shampoo category with Emami 5 in 1 shampoo.

Emami has also launched a range of baby products under the brand name Emami
Healthy and Fair baby range which includes a soap, talc and oil.

29
Emami Limited with an investment of Rs 700 crore has acquired major stake in
Zandu Pharmaceuticals Works Ltd on the basis of huge business synergy between
Zandu and Emami. Post the acquisition of Zandu Pharmaceuticals a century old
household name in India, some of its prominent brands like Zandu Balm, Zandu
Chyawanprash, Zandu Kesri Jeevan, Zandu Pancharishta, Sudarshan and Nityam
Churna are also under Emami’s basket of brands. The FMCG business of Zandu
has been merged into Emami. This will help consolidation of FMCG business of
Emami and Zandu into one entity.

Emami has also acquired Lakhi Bilas (West Bengal local brand) and M
Bhattacharya the oldest homeopathy company in India.

Emami has successfully established its brands through strong celebrity

endorsements. It is the only corporate entity in the country to have both Amitabh
Bachchan and Shah Rukh Khan as brand endorsers for the same brand, Navratna
cool oil. The concept of brand endorsement by celebrities has been successfully
experimented in case of most of the brand launches. Besides Amitabh and Shah
Rukh, other celebrity endorsers of Emami’s brand include Madhuri Dixit- Kareena
Kapoor- Preity Zinta- Malaika Arora Khan- Bipasha Basu-MS Dhoni- Suriya-
Mahesh Babu- Dinesh Karthik- Amit Mishra- Virender Sehwag-Sachin Tendulkar-
Harbhajan Singh-Zaheer Khan-, Govinda, Sourav Ganguly, Chiranjeevi, Surya and
Upendra among others.

30
Emami has also taken up a major revamping project to enhance the sales and
distribution, human resources development and logistics with the globally
renowned professional advisory services firm, Ernst and Young. ‘Project
Navodaya’, as it is truly called, will help Emami fast track its top line and bottom
line growth and build a robust platform for growth initiatives.

Emami covers all the states with 29 depots across India. Its supply-chain
management assumes immense significance which was aptly reflected through
remarkable expansion in dealer-distribution network, outlets and manpower. The
domestic sales and distribution division directly covers 4.20 lac outlets all across
the country along with an additional 2100 modern retail outlets. Emami’s products
reach out to nearly 30 lac retail outlets across India through 2500 distributors.

Emami’s quality products not only have a pan India presence, but also have a deep
imprint in over 60 countries across the world including GCC, UK, Sri Lanka,
Bangladesh, Nepal, African and the CIS countries. Emami Limited has two
subsidiary companies Emami UK Limited in London and Emami International
FZE in UAE.

The company has ultra modern manufacturing facilities at Kolkata (West Bengal),
Abhoypur and Amingaon (Assam), Panthnagar, Baddi (Himachal Pradesh),
Dongri, Silvassa, Vapi. It has adopted the Total Quality Management system and
all its manufacturing facilities have received cGMP and ISO 9001:2000
certifications. The Amingaon unit received “Par Excellence Award” and Abhoypur

31
unit received “Excellence Award” in the All India Competition on “National
Convention on Quality Circles” conducted by National Quality Council.

Zandu-Emami IT integration Project has been selected as one of the Top 10 IT

Innovations done by CIO’s in May’10.

Emami Group has also been featured as one of the best 500 companies under a
billion by Forbes Magazine.

Emami was ranked 125th (P.Y 179) among BT-500 most Valuable Companies in
Private Sector by Business Today in 2010. Zandu Balm and Boroplus ranked 64th
and 46th respectively and Navratan was ranked 82 among first 100 most trusted
brands across all categories of India by Brand Equity Survey of Economic Times,
2010.

In 2008, Emami Ltd has been conferred the Most Enterprising Company of the
Year by IIPM (Indian Institute of Planning and Management) and The Sunday
Indian publication of the Planman Media Group.

In 2007, the company received the Institute of Cost and Works Accountants of
India (ICWAI) Award for Excellence in Cost Management.

32
 Zandu Balm and Boroplus ranked 62nd and 77th respectively among first 100
most trusted brands across all categories of India by brand equity survey of
Economic Times, 2009. Navratna was awarded the best packaging award by Paper
Film & Foil Coverter’s Association.

Today, Emami Limited is led by Mr. R S Agarwal and Mr. R S Goenka with the
help of the second generation Promoter Directors from the two families. Qualified
and dedicated set of professionals run the day to day operations of the company.

Companies under Emami Group are:-

 Emami Paper Mills Limited

 Emami Chisel Art

 CRI Limited

 South City Projects (Kolkata) Ltd

 Advanced Medicare & Research Institute Ltd (AMRI)

 Frank Ross Limited

 Emami Infrastructure Limited

 Emami Retail Pvt Limited (Starmark)

 Emami Biotech Limited

 Emami Cement Ltd

33
Mission & Vision

Our Mission is to:

• Sharpen consumer insights in order to understand and meet their needs with
value-added differentiated products that are safe, effective and fast.
• Integration of our dealers, distributors, retailers and suppliers into the Emami
family, thereby strengthening their ties with the company
• Hire, nurture and motivate the best talents in the country and provide them with
demanding and challenging environment.
• Uphold the principals of corporate governance and move towards
decentralization to generate long-term maximum returns for all stake owners.
• Contribute whole heatedly towards the environment and society and to emerge as
a model corporate citizen.
• Bring down the political boundaries, bridge the seas and emerge as a significant
player in the markets worldwide to globalize in real terms.

Vision:

A company, which with the help of nature, caters to the consumers' needs and their

34
 inner cravings for dreams of better life, in the fields of personal and health care,
both in India and throughout the world.

Management Team

 Mr. Manish Goenka, Director

 Mr. Prashant Goenka, Director

 Mr. N Venkat, CEO and ED

 Mr. N H Bhansali, CFO and President

 Mr. Shyam Sutaria, CEO - IMD

 Mr. Saroj Chakraborty, CEO - Foods Division

 Mr. R K Surana, President - Operations and Commercial

 Mr. Krishna Mohan, President - Sales

 Dr S K Mitra, CEO -Technical

 Mr. Gaurav Roy Chowdhary, VP - Sales and Marketing

 Mr. Kushal Bannerjee, VP- Human Resources

PRODUCTS:

We manufacturer quality herbal personal care & well-being products:

35
• Boroplus Antiseptic Cream
• Boroplus Prickly Heat Powder
• Himani Navratna oil and talc
• Sona Chandi Chyawanprash
• Sona Chandi Amritprash
• Himani Sona Chandi Healthy & Fair Ayurvedic Baby massage
• Mentho Plus Pain Balm
• Himani Fast Relief
• Golden Beauty Talc
• Naturally Fair Cream

Quality Mechanism

Quality Policy: We are committed to excellence in everything we do. Our credo:

There is always a better way- We must think creatively, continuously innovate and
pursue new ideas to achieve uncommon solutions to common problems.

Quality Assurance System

• Quality assurance audits in-house and external suppliers.
• Microbial count monitoring
• Environment monitoring by Petri dish exposure
• Well equipped quality lab with each unit
• Standard testing procedures
• Deviation management

Units that are ISO 9001:2000 Accredited are:

• Pondicherry Units
• B.T Road Unit

Testing & Measuring instruments used for quality testing

• Load cells to measure liquids & wip

36
• Digital weighing machines to measure rm

Research & Development

Research & Development is the pivot of our entire business & production activity.
Furnished with a well-equipped facility and trained technical personnel, we are
carrying out R & D activities that focus on process up gradation, product
improvisation & market acquisition. Upgrading of specific requirements reflects
our company's keen importance on quality & consumer benifit. In fact, our main
strength lies in quality products manufactured to meet the specific requirements of
customers.
Infrastructure Details

Manufacturing Units located at:

• Pondicherry
• B.T.Road - KOLKATA
• Amingaon - GUWAHATI

Buyback Units at:

• Pacific Health Care - KOLKATA

• Kosmos Health Care - KOLKATA
• Herbo Foundation, GUWAHATI
• Eminent Health Care, GUWAHATI
• Belle Herbals, MEGHALAYA

Machinery Used:

• Steam jacket stainless steel melting vessels

• Water jacket SS mixing vessels
• Colloid mill

37
Filling & packing machinery used :

• Auto centering tube filling machine

• Collating machine
• Automatic bottle filling machine
• 8 track pouch filling machine
• Flow wrap machine
• Master carton sealing machine
• Semi automatic oil filling machine
• Mather plat filling machine
• Auger powder filling machine
• 4 track dibbi filling machine
• Nimach carton / label printing machine

Network
We have a robust distribution network of over 2100 direct distributors and 3.9 lakh
retail outlets. With a view to distribute its products to the grass root level, direct
selling has been extended to rural villages. As a result, rural sales increased
substantially in 2003-04 compared to the previous years. Emami is headquartered
in Kolkata, India with branch offices located across 27 cities in India.

Current Distribution Infrastructure:

• 5 Regions
• 25 Depots / C&F Agents
• 2,182 Direct Distributors
• 899 Distributors for Rural Coverage
38
• Over 3,86,940 Retail outlets

Distribution Network
• Four Mother depots
• Kolkata
• Vijayawada
• Delhi
• Nagpur
• 26 Depots

Our Future Strategy

Our company's business plan for International market encompasses the following
factors.

• Investment in potential markets leading to higher returns in terms of market

development and turnover
• Expanding product line for various key markets
• Clubbing of familiar products under the same brand - Customization
• Establishing production units in high tariff markets - making prices more
consumer-friendly.
• Acquisition - We may consider buying existing brands.

Brand Building Activities: We invest in Advertising (TV and/or Press) in

selected markets across CIS, SAARC, and Indo-China, USA etc. All the markets
are supported with POPs, Displays and other promotional material.

39
Safety, Health & Environment Protection Measures

• Fire protection with high pressure water hydrant system

• Safety Management Plan
• Disaster Management Plan
• Hazard and Operability studies implementation.
• Accident Management Planning
• On job Safety Training

Development Initiatives
We are constantly in search of new avenues to meet the ever growing, challenging
tough environment of consumer's aspirations to get quality products at affordable
rates.

Business Purview Global Presence

Over the last 7 years, our presence has changed magnitude from merely few
countries in CIS to over 50 countries sweeping across North America, Gulf, CIS,
SAARC, Europe and Africa. We are now focusing on increasing the number of
successful products in existing markets and to improve upon the operational
efficiency of the exiting line.

Training

• Training on 5s implementation & maintenance

• Training on quality circle implementation
40
• Training on validation
• Training on CGMP
• Training on ayurvedic guidelines by European guide lines/MCC

Beauty Products:

Boroplus Cosmetics

Boroplus is one of the flagship brands of Emami. Ltd. Launched in November

1982. It has new Active Herbal formula that gives your skin clinically healthy
protection and active cure. Boroplus antiseptic cream prevents dryness and
protects the skin from cuts, burns, scratches, nappy rashes, insect bites and
itchiness. Boroplus talc with its Icy effect offers relief and cure from prickly heat,
itching & rashes giving a soothing cool relief.

Ayucare Cosmetics

Ayucare Range has been developed as an aid to holistic, natural & good living to
take care of your body - thus helping you to lead a healthier & comparatively
stress free life. The range includes products like lifestyle supplement, health
supplements, ayurvedic herbal tea, churans, chyavanprash, massage oils, skin care,
oral care & aromatherapy essential oils.

Naturally Fair Cosmetics

Emami Naturally Fair Pearls is a scientific blend of real pearl dust and 11 active
herbs. Based on herbal principles, this fairness cream gives a true pearl-like fair &
glowing skin. Our range also includes Naturally Fair body lotion, Naturally Fair
soap, etc.

Gold Cosmetics

41
Drawing upon the knowledge of rich Indian tradition of beauty care that dates back
to centuries, Emami has resurrected many of exotic beauty with the Emami gold
24 ranges. Clean pure & rich with scientific edge & natural appeal. The Emami
Gold 24 range is a tribute to the modern woman.

Golden Beauty Talc

Emami Golden Beauty Talc is the luxury of French Perfume with the treasure of
six ancient herbs in a French formula - Geranium, Evening Primrose, Common
Thyme, Sweet Basil, Marigold and Chamomile. It leaves your skin soft & silky. It
is available in three refreshing fragrances - Alpine Dew, Real Sandal and Moon
Drop.

Fair & Handsome Cream

Emami with Activor Corp, USA has formulated a unique fairness cream for men
with a break through Peptide complex, patented in the USA.

The wonder molecule works better on the collagen structure of tough male skin
and dramatically improves skin texture and fairness in 4 weeks. Its pleasant
cooling sensation gives an after-shave effect.

Navratna Oil

Himani Navratna oil is one of the flagship brands of Emami Ltd. and it is among
the top selling Brands in India. It has a unique blend of 9 ayurvedic herbs and
traditional ayurvedic formulation along with a cooling sensation. The oil has
multiple benefits of providing relief from headache, tension, sleeplessness, body
ache and other hair related problems & the talc keeps you cool in summer.

Sona Chandi Chyavanprash

The Super Power of Gold, Silver & Saffron along with 52 rare herbs and minerals

42
has been incorporated to make an ideal powerful health tonic. Rejuvenates, tones
up nervine system & acts as energy boosters. Sona Chandi Chyavanprash is for all
season & Amritprash is for summer.

Himani Fast Relief

Fast Relief is really apt to its name for providing instant relief from the body ache.
The ayurvedic active ingredients of special herbs like Nilgiri oil, Lavang and
Gaultheria will penetrate swiftly to the area of pain. After penetration, the active
ingredients stimulate circulation, relax stiffness & re-oxygenate tense painful
tissues. As a result, you will get relief in minutes.

Mentho Plus Pain Reliever

Emami Mentho Plus is a specialist pain reliever for the common ailments. Be it
headache, back ache, cold, tiredness, sprains and muscular pain. Emami Mentho
Plus is made from pure natural ingredients, its D.U.M.(strength) formula contains
oils of Lavang and Niligri which provide effective and holistic relief from all these
ailments.

43
 CHAPTER-3
Theoretical frame work
Of
Marketing Mix

44
 MARKETING MIX

Marketing Mix, the set of marketing tools the firm uses to implement its marketing
strategy.

The major marketing mix tools are classified into four broad groups, called the
four Ps of marketing:

1. Product

2. Price

3. Place

4. Promotion

The firm must blend all of these marketing mix tools into a
comprehensive integrated marketing program that communicates and
delivers the intended value to chosen customers.

The term "marketing mix" became popularized after Neil H. Borden published his
1964 article, The Concept of the Marketing Mix. Borden began using the term in
his teaching in the late 1940's after James Culliton had described the marketing
manager as a "mixer of ingredients". The ingredients in Borden's marketing mix
included product planning, pricing, branding, distribution channels, personal
selling, advertising, promotions, packaging, display, servicing, physical handling,
and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients
into the four categories that today are known as the 4 P's of marketing, depicted
below:

45
 THE MARKETING MIX

These four P's are the parameters that the marketing manager can control, subject
to the internal and external constraints of the marketing environment. The goal is
to make decisions that center the four P's on the customers in the target market in
order to create perceived value and generate a positive response.

Product Decisions:

The term "product" refers to tangible, physical products as well as services. Here
are some examples of the product decisions to be made:

• Brand name.
• Functionality.

46
 • Styling.
• Quality.
• Safety.
• Packaging.
• Repairs and Support.
• Warranty.
• Accessories and services.

Product Decisions:
Some examples of pricing decisions to be made include:
• Pricing strategy (skim, penetration, etc.)
• Suggested retail price
• Volume discounts and wholesale pricing
• Cash and early payment discounts
• Seasonal pricing
• Bundling
• Price flexibility
• Price discrimination

Price Decisions:
Distribution is about getting the products to the customer. Some examples of
distribution decisions include:
Distribution channels
• Market coverage (inclusive, selective, or exclusive distribution)
• Specific channel members
47
 • Inventory management
• Warehousing
• Distribution centers
• Order processing
• Transportation
• Reverse logistics

Promotion Decisions:

In the context of the marketing mix, promotion represents the various aspects of
marketing communication, that is, the communication of information about the
product with the goal of generating a positive customer response. Marketing
communication decisions include:

• Promotional strategy (push, pull, etc.)

• Advertising

• Personal selling & sales force

• Sales promotions

• Public relations & publicity

• Marketing communications budget

Limitations of the Marketing Mix Framework:

The marketing mix framework was particularly useful in the early days of the
marketing concept when physical products represented a larger portion of the
economy. Today, with marketing more integrated into organizations and with a
wider variety of products and markets, some authors have attempted to extend its

48
usefulness by proposing a fifth P, such as packaging, people, process, etc. Today
however, the marketing mix most commonly remains based on the 4 P's. Despite
its limitations and perhaps because of its simplicity, the use of this framework
remains strong and many marketing textbooks have been organized around it.

Marketing Mix with respect to BoroPlus Prickly Heat

Powder

PRODUCT:
Boroplus prickly heat powder has the advanced herbal formula, which contains
powerful anti-bacterial & anti-fungal herbs, that gives fastest relief from prickly
heat & heat rashes without being harsh on skin

Available sizes: 50 gm & 150gm packs for all the variants.

PRICE:
Himani boroplus icy cool powder is available in 150gm pack priced Rs.52/-.

PLACE:
Emami covers all the states with 28 depots across India and enjoys a wide
distribution network comprising 2500+ distributors and a direct coverage of 4 lacs
outlets. Apart from the distribution strength, Emami has 1200+ strong and
motivated Sales Force including both direct & indirect manpower operating in the
market

PROMOTION:
A budget of Rs 10 crore for advertising and promotion of Boroplus Ice.

Kolkata-based Emami, on its part, is targeting kids as its prime consumers to

increase its market share for Boroplus Ice prickly heat powder, which currently

49
enjoys a market share of 20-25 per cent. The brand is currently promoted by the
glamorous Kareena Kapoor along with some kids enacting the ‘All izz well’ song
from the movie ‘3 Idiots’.

CHAPTER-4
FIELD STUDY AND ANALYSIS
 Percentage Analysis

 Pie chart analysis for each data collected

50
 FIELD STUDY AND ANALYSIS

1. Classification based on Prickly Heat Powder Users:

PRICKLY HEAT POWDER RESPONDENTS PERCENTAGE

USERS
YES 144 96
NO 6 4

Interpretation:

51
 There are 96% prickly heat powder users and users of normal talc powder
are so less (4%). There is a huge market for prickly heat powder segment.

2. Classification based on BRAND OF PRICKLY HEAT POWDER:

BRAND OF PRICKLY HEAT RESPONDENTS PERCENTAGE

POWDER

BOROPLUS 71 47.33

NYCIL 30 20

DERMI COOL 28 18.66

SHOWER TO SHOWER 11 7.33

Total 150

52
Interpretation:

Boroplus brand prickly heat powder users are more when compared to
its other competitive brands.

3. Classification based on NO.OF YEARS:

NO.OF YEARS RESPONDENTS PERCENTAGE

<2 9 12.6

3 YEARS 12 16.9

4 YEARS 8 11.26

>= 5 YEARS 42 59.15

53
Interpretation:

As more than 50% of consumers are using Boroplus prickly heat powder
since more than 5 years, thus there are more loyal consumers of Boroplus due to its
satisfaction.

4. Classification based on AWARENESS OF BRAND BPPHP:

AWARENESS OF BRAND BPPHP NO. OF RESPONDENTS PERCENTAGE

YES 136 90.66

NO 14 9.33

Chart

Interpretation:

54
 The brand Awareness of Boroplus among the people is high as it is due
to more frequent AD’s promoted by top Bollywood stars like Sharuk khan and
Kareena Kapoor.

5. Classification based on USAGE OF PRICKLY HEAT POWDER

THROUGHOUT THE YEAR:

PRICKLY HEAT POWDER THROUGHOUT NO.OF PERCENTAGE

THE YEAR RESPONDENTS

YES 101 67.33

NO 49 32.66

55
Interpretation:

Prickly heat powder users use the product throughout the year
irrespective of the season, it is due to the hot and warm climate.

6. Classification based on SATISFACTION OF BPPHP:

SATISFACTION OF BPPHP IN TERMS OF RESPONDENTS PERCENTAGE

Relief from prickly heat, itching & burning 48 32

Cooling fresh sensation 7 4.66

Both 55 36.66

56
Interpretation:

There are less number of consumers who are satisfied with the both the
cooling and relief from prickly heat qualities of product.

The overall product satisfation of Boroplus is low due to unsatisfaction

with cooling fresh sensation quality of the product.

7. Classification based on AWARENESS OF THE COMMERCIAL

WITH "ALL IZZ WELL" JINGLE:

AWARENESS OF THE COMMERCIAL WITH "ALL IZZ RESPONDENTS PERCENTAGE

WELL" JINGLE

YES 50 100

NO 0 0

Chart:

57
Interpretation:

100% of consumers surveyed are aware with the AD commercial due

to the use of famous line ‘All Izz Well’ from well known super hit movie ‘3
idiots’.

8. Classification based on LIKINGNESS OF THE BOROPLUS

COMMERCIAL:

LIKINGNESS OF THE BOROPLUS COMMERCIAL RESPONDENTS PERCENTAGE

YES 44 88

NO 6 12

Chart:

58
Interpretation:

The more number of people surveyed liked the AD commercial because

of its unique message appealing line, All Izz Well if you use the Boroplus.

9. Classification based on AD GIVES PROPER MESSAGE ABOUT THE

PRODUCT BENEFIT:

AD GIVES PROPER MESSAGE ABOUT THE PRODUCT RESPONDENTS PERCENTAGE

BENEFIT

YES 16 32

NO 34 68

Chart:

59
Interpretation:

More number of people said that AD not gives proper message about
product benefits as it just passed the message like All Izz Well if you use the
Boroplus product.

10. Classification
based on BUY BPPHP ON SEEING THE
COMMERCIAL:

BUY BPPHP ON SEEING THE COMMERCIAL RESPONDENTS PERCENTAGE

YES 26 52

NO 24 48

Chart:

60
Interpretation:

Half of the people survey said that they bought the Boroplus after
seeing its AD commercial. The reaction towards buying the product after seeing
AD is less as the AD doesn’t contain rational and emotional appeal.

11. Classification based on COMMERCIAL LIKED THE MOST:

COMMERCIAL LIKED THE MOST RESPONDENTS PERCENTAGE

BOROPLUS 15 30

NYCIL 25 50

DERMI COOL 10 20

Chart:

61
Interpretation:

More people liked the Nycil AD commercial as it has both rational and
emotional appeal messages.

62
 CHAPTER-5
Findings and Summary

FINDINGS OF THE STUDY

RESPONDENCY YES NO ROW TOTAL

AWARENESS OF BRAND 60 12 72
BPPHP

PRICKLY HEAT POWDER 72 6 78

USERS

COLUMN TOTAL 132 18 150

63
 RESPONDENCY YES NO ROW TOTAL

PRICKLY HEAT POWDER 70 49 119

THROUGHOUT THE
YEAR

PRICKLY HEAT POWDER 25 6 78

USERS

COLUMN TOTAL 95 55 150

 Results of General Survey:

 It is found that there are 96% of consumers surveyed are users of
Prickly heat powder

 Among the surveyed, 47.33% of customers are using Boroplus prickly

heat powder.

 Among the Boro plus users 59.15% customers are using the Boro plus
prickly heat powder since 5 years.

 90.66% customers are aware of the brand Boro plus prickly heat
powder.

 67.33% consumers are using prickly heat powder throughout the

year.

 32% users are satisfied with the product in terms of prickly

heat,itching & burning problem and 4.66% users are satisfied with
only cooling fresh sensation and 36.66% of boro plus prickly heat
powder users are satisfied with both.

64
 Results of TV commercial survey:

 100% of the consumer were aware of the Boroplus prickly heat

powder commercial with “All izz well” Jingle.

 88% of consumers liked the Boroplus AD commercial.

 68% of consumer said that AD doesn’t gives proper message about

the product benefits.

 52% of consumer buy Boroplus on seeing the commercial.

 50% of consumers liked the Nycil commercial most and only 30%
liked the Boroplus AD commercial.

65
 SUMMARY

Emami Limited, the flagship company of the Group, is a coveted

Rs 1100 crore business entity , a leading player in the personal and healthcare
consumer products industry in India engaged in manufacturing and marketing of
health, beauty and personal care products that are based entirely on ayurvedic
formulation.

The power brands of the company are Boroplus and Navratna.

Boroplus brand is the market leader in the antiseptic cream segment; the Navratna
Oil is also in the pole position in the cool oil segment. Fair and Handsome is the
pioneer in the fairness cream for men segment. Emami’s products in different
categories like cool oil, antiseptic cream and fairness cream for men have carved a
niche for themselves in their respective segments.

Revolutionary ‘Boroplus prickly heat powder’ provides immediate

respite from the harsh heat. Its Icy effect offers relief and cure from prickly heat,
itching & rashes giving a soothing cool relief. Invented by leading Herbologists of
India and Dr. Zaveri of USA, a protégé of two times Nobel Prize winner. Its 5
power formula keeps your skin healthy and active even during pricking summer.
Its lingering Icy Cool touch keeps you fresh and vibrantly cool

66
 Boroplus prickly heat powder has the advanced herbal formula,
which contains powerful anti-bacterial & anti-fungal herbs, that gives fastest relief
from prickly heat & heat rashes without being harsh on skin. Boroplus prickly heat
powder has four variants:

Marketing Mix, the set of marketing tools the firm uses to implement its marketing
strategy.The major marketing mix tools are classified into four broad groups,
called the four Ps of marketing:

1. Product
2. Price

3. Place

4. Promotion

The firm must blend all of these marketing mix tools into a
comprehensive integrated marketing program that communicates and
delivers the intended value to chosen customers.

Kolkata-based Emami, on its part, is targeting kids as its prime consumers to

increase its market share for Boroplus Ice prickly heat powder, which currently
enjoys a market share of 20-25 per cent. The brand is currently promoted by the
glamorous Kareena Kapoor along with some kids enacting the ‘All izz well’ song
from the movie ‘3 Idiots’.

“We are at number three after Nycil and Boroplus and plan to handle competition
through the ad campaign. In fact, the theme is a popular one among kids and that
takes care of our aim. We have a budget of Rs 10 crore for advertising and
promotion of Boroplus Ice and Rs 8-10 crore as advertising budget of Navratna
Cool, which is an increase of 25 per cent over last year,” says Harsh Agarwal,
67
director, Emami Ltd. The company is expecting a growth of 20-25 per cent for
Boroplus Ice and at least 50 per cent for Navratna Cool Talc, which has a market
share of 10-15 per cent, according to Agarwal.

CHAPTER-6
Conclusion and Suggestions

68
 SUGGESTIONS AND RECOMMENDATIONS

 The majority of consumers were not satisfied with product’s cooling effect.
It is advisable to improve the cooling effect quality of the product.

 As the commercial targets only children, it is better if commercial

concentrates on whole family with emotional appeal messages.

 It is advisable to implement product bundling pricing strategy.

 AD commercial should show clearly the product benefits which will even
motivate people to buy.

69
 CONCLUSION

The project was helpful to study the consumer behavior attributes towards the

prickly heat powder. This study aids in understanding the competitiveness in the

market in the prickly heat powder category.

From the study, it was found that most of the of the boroplus prickly heat

powder users are loyal customers and they even use the product throughout the

year.

70
 QUESTIONNAIRES

a) GENERAL QUESTIONNAIRE:
1) Do you prickly heat powder?

Yes

No

If No,
why?....................................................................................
.............

2) Do you use:

Only prickly heat powder

Both prickly heat & normal talc

3) Which brand of prickly heat powder do you use?

………………………………………………………………………………
……………………………………………………………………..

4) Since when have you been using the above mentioned

brand of prickly heat powder?

71
 ………………………………………………………………………………
……………………………………………………………………..

5) Please mention three leading prickly heat powder brands

you can recall.

………………………………………………………………………………
…………………………………………………………………….

6) Who all use the product?

Myself

Child (age:………………)

Any other member……………………..

7) Who uses the product maximum?

………………………………………………………………………………
……………………………………………………………………..

8) I use prickly heat powder: (please tick multiple options as

per relevance)

Moment summer starts

Use only when prickly heat problem arises

Use it regularly in summers after bath

9) Do you use prickly heat powder throughout the year?

Yes

No

72
10) How frequently do you use the product?

Once a day

Twice a day

Others ………………………………..

11) How frequently do you buy your product?

Fortnightly

Monthly

Others……………..

12) Who buys the product?

Myself

Spouse

Children

Others…………………

13) Are you aware about the brand Boro Plus prickly heat
powder (BPPHP)?

Yes

No

73
14) Have you ever used Boro Plus Prickly Heat Powder?

Always use BPPHP

Never used BPPHP,

why?...................................................................

Used but discontinued,

why?..............................................................

Use any other prickly heat

powder…………………………………………………….

If you have used BPPHP were you satisfied with the

product in terms of the below mentioned benefits?

Relief from prickly heat/ ghamori, itching & burning

Cooling fresh sensation

15) Since how long have you been using this brand?

………………………………………………………………………………
……………………………………………………………………..

16) Which brand of prickly heat powder did you use before?

………………………………………………………………………………
……………………………………………………………………..

17) What is the reason for switching the brand?

………………………………………………………………………………
……………………………………………………………………..

74
18) Please mention 2 or 3 words that come to your on
hearing the brand names:

(a) Nycil:
……………………………………………………………………………
………………………..

(b) Dermi Cool:

……………………………………………………………………………
……………….

(c) Shower to shower:

……………………………………………………………………………
……

(d) Boro plus prickly heat powder:

………………………………………………………………

19) Have you used Nycil, Dermi Cool & Boro Plus prickly
heat powder?

Yes

No

IF YES: Name the brand which you think is best in terms

of:

(a) Sweat absorption:

75
 (b) Efficiency in curing prickly heat:

(c) Relief from itching & burning:

(d) Cooling freshness sensation:

(e) Comfort after use:

(f) Overall best preferred:

20) Please give your suggestions/recommendations for

improving the product BPPHP.

………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………..

b) COMMERCIAL QUESTIONNAIRE:

1) Do you use prickly heat powder?

Yes
76
 No

2) Can you recall any prickly heat powder TV advertisement

that you have seen recently.

• …………………………………………………………………………
………………………………

• …………………………………………………………………………
………………………………

• …………………………………………………………………………
………………………………

• …………………………………………………………………………
………………………………

• …………………………………………………………………………
………………………………

3) Can you recall the TV commercial theme/ visual frame/

jingles/dialogues from the TVC that you can recall?

BRAND ADVERTSIEMENT THEME

4) Which prickly heat powder advertisement did you like the

most? Why?

………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………….
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5) Have you recently seen any prickly heat powder commercial
with ‘All Is Well’ jingle?

Yes

No

6) If yes can you name the brand name of prickly heat powder
with ‘All Is Well’ jingle?

................................................................................................
...........................................................

7) Did you like the commercial?

Yes,
why……………………………………………………………………
………………………………

No,
why……………………………………………………………………
………………………………

8) Does the advertisement give a proper message about the

product benefit?

Yes

No

9) Did you buy BPPHP on seeing the commercial?

Yes

78
 No,
why……………………………………………………………………
………………………………

10) Which commercial among the four shown to you did

you like the most?

………………………………………………………………………………
……………………………………………………………………..

11) Rank the commercial on a scale of 1 to 4 (1- very good,

2- good, 3- average, 4- bad)

BRAND RATE REASON

REFERENCES

 Marketing Management by kotler, keller, koshy Jha.

 www.emamiltd.com

 www.managementparadise.com

 www.netmba.com

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