Vicks

Presented by Mr.
Kailas Nadekar PM/2012/408
Vicks is a brand of over-thecounter medications owned by the American company Procter & Gamble. The Vicks brand produces Formula 44 cough medicines, cough drops, Vicks VapoRub, and a number of inhaled breathing treatments. Vicks products were manufactured by the familyowned company Richardson-Vicks, Inc. based in Greensboro, North Carolina. Richardson-Vicks, Inc..
In Japan the product is distributed by Taisho pharmaceutical but is manufactured by P&G in India.
In 1890 Lunsford Richardson took control of his family business, as drugstore. While experimenting with new medical remedies, he created the Vicks brand of products. He named the product after his brother-in-law
1910
1950
Utilizing free samples Vicks Chemical Company, Greensboro, NC. Image courtesy of State Archives of North Carolina, and billboard and newspaper advertising, VapoRub expanded from the Southeast into the Northeast, and by 1917 it had reached the diffused population west of the Mississippi.
Vicks vaporub
vicks vapocool
inhaler Vicks cough drops Vicks action 500
The basic ingredients of the range included castor oil, liniment, 'dead shot' vermifuge. The most popular remedy was Croup and Pneumonia Salve, which was first compounded in 1891, in Greensboro. It was introduced in 1905 with the name Vick's Magic Croup Salve and rebranded as VapoRub in 1912 at the instigation of Smith Richardson, The flu epidemic of 1918 increased sales of VapoRub from $900,000 to $2.9 million in just one year. In 1948, Edward Mabry became president of Vicks (the first outside the Richardson family). Vicks Chemical Company In 1985, it was sold to Procter & Gamble and Procter & Gamble has since marketed the product as "The only thing more powerful than a mother's touch."
ACETAMINOPHEN DEXTROMETHORPHAN (DXM) DOXYLAMINE
Vicks Brand was launched in India in 1952 . Started with Nyquil, Dayquil .Vicks Vaporub, Vicks inhaler and other Vicks products. It was manufactured by Vicks Products Ltd. Later in 1964, Richardson Hindustan Ltd was formed to manufacture the product .In 1985 RHL became the affiliate of P&G. In 1989 RHL became P&G hygiene and health care. Vicks vaporub is the market leader in this segment with a share of 50%. Vaporub was initially targeted at children but later the company found out that it is used mostly by adults
Vicks Vaporub is positioned along Mother's Love platform . Vaporub pioneered the concept of " Touch therapy" linking it to the rubbing of vaporub on the child's chest. Vaporub advertises itself as having 6 key benefits 1. Clearing blocked nose 2, Cough relief 3. Body ache relief 4. Head ache relief. 5. Relaxing muscle stiffness 6. Easing breathing difficulty.
Vaporub also ranks best among the consumers in the following parameters : Non greasy, Smells better, Long lasting relief. Greasyness was important because Iodex ( a different category product) failed because of greasyness.
The recent ad campaign also involves " father " in to the picture. The ad shows a father taking care of the child using Vaporub when the mother is away. The smart positioning and campaigns has ensured the brand retaining the top position in the market.
Vicks recently ventured in to the 550 crore cough syrup market with its Formula 44 in October 2003. The brand's usp is 8 hours relief from cough. The product is targeted at kids .The insight is that the power of most of the Cough syrups wanes after 5 hours and long lasting relief is the platform that Vicks is banking on for this product.
Vicks is a brand that is enjoying tremendous equity in the market. It has established its trust with the customers. The FMHG market calls for Umbrella branding since it is difficult and expensive to create trust for individual brands in that category .That is the reason behind Vicks extending its equity across the various categories. Vicks has used careful branding and packaging for promoting the products. The unique shapes of cough drops, inhaler and caplet are examples of using product form as a differentiating factor. Vicks is a testimony to the marketing genius of P&G
New Vicks Nature Fusion products provide powerful, gluten-free cold symptom relief. Plus, they use real honey instead of dyes* and artificial flavors**. So that you can feel better about the medicine you take to feel better

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Presented by Mr.

Kailas Nadekar PM/2012/408

inhaler Vicks cough drops Vicks action 500

ACETAMINOPHEN DEXTROMETHORPHAN (DXM) DOXYLAMINE

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