Reference no: EM131809014

Boroline is a heritage Indian brand with a steady market but is considered a ‘traditional’ product. The skin cream market has seen lot of innovation and Boroline has lost its pre-eminent position in its category as newer brands and product types have fragmented the market into differential use types for different creams. You have to conduct secondary search of data and a couple of focus group interviews (or a small sample survey via email) on the basis of which you define a target segment (or segments – either existing or new) and suggest a new (integrated) marketing communication strategy (including the brand positioning whether existing or a new one that you propose), which you think will suitably help the brand compete with the newer brands and categories. Provide the rationale for your choice of (new) target segments with respect to the demographic; psychographic; benefit sought or behavioral determinants of segmentation. Validate this by the findings from secondary data and focus group/survey that you have conducted. Concentrate on Advertising; Sales Promotion and Public Relation within your marcom-mix.