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In
a market dominated by BoroPlus and Boroline and a perception
that dictated use only for the dry winter months, Mudra
turned consumer outlook around to build BoroSoft as a cosmetic
product within a short timeBoroSoft
is probably Mudra’s most effective statement of how a brand
can be introduced in a market dominated by heavyweights
and still create an identity of its own.
Paras Pharma’s antiseptic cream, launched in 1996 to compete
in the Boro category, already dictated by Boroline and BoroPlus,
was brought into the market with a USP of being non sticky,
unlike its rivals. Attractive packaging and a focus on women
who would use it as a ‘cosmetic’ antiseptic cream, helped
the brand achieve a nine per cent of the cream market for
dry and chapped skin.
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Realising that the market for Boro creams lay largely in
the North and East for use during the winter season, Mudra
revamped the brand strategy in the next three years, by
reinforcing the non-sticky positioning and coupling it with
a consumer promotion offer. The strategy paid off – by the
end of 1999, market share of BoroSoft Antiseptic cream moved
up to 17 per cent of the antiseptic cream market.
The second phase of BoroSoft’s branding came with a new look
in 2000 coupled with a brand diagnostics study which indicated
that the imagery of BoroSoft was clearly in line with the
intended brand positioning. However, as its associations
with the attribute of ‘protection’ was lacking, Mudra positioned
BoroSoft as a ‘dry skin specialist’ by highlighting attention
to ‘glycerine’ that was added as an ingredient. The net
takeout of the creative was that BoroSoft is ideal for making
dry skin soft because it is glycerine enriched.
The media strategy entailed high decibel TV advertising in
the winter months when the majority sales occur. The target
being women, the programme selection consisted primarily
of popular family soaps.
The idea succeeded, for BoroSoft today is the third largest
brand in its category with a market share of 19 per cent,
and a brand awareness of over 93 per cent.
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