A Case Study on Pitfalls in Branding of Boroline

Abstract

The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13.1 billion. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Skin care products are one of the key constituents of the FMCG sector. One of the major products under skin care products are antiseptic creams. In India, the market size of the antiseptic cream markets is approximately US$ 2.94 billion. The major players in the antiseptic cream industry are Betadine Cream, Boroline, Boroplus, Vicco Turmeric Cream, etc. With the growing market and many players, it becomes essential for every organization to retain the brand that it has set in the market. And every organization wants to take advantage the market and one such organization is Boroline.