Contents

• • • • • • • • Chapter 1: Objective Chapter 2: Introduction to Vicks Chapter 3: Product Portfolio Chapter 4: Analysis of Vicks as a Brand Chapter 5: Findings of Vicks As a Brand Chapter 6: Research Methodology Chapter 7: Conclusion Chapter 8: References

Objective
• To Study How Brand Vicks has evolved at Different Point of Time. • Through : – Brand Name – Brand Symbol – Brand Slogan – Brand Personality – Brand Positioning – Brand Identity – Brand Value

Introduction to Vicks
• • • • • • Vicks is a leading brand in the Fast Moving Health goods ( FMHG). An exceptionally trusted brand - generations and generations of cold sufferers have used it for almost 100 years. Vicks was launched in 1890 as Vicks Corp and Pneumonia Salve for babies by Lunsford Richardson in North Carolina. Recognized all around the world - Vicks is available in more than 66 countries and in all 5 continents. Globally Vicks brand is worth around 3000 crores. Vicks is India’s No.1 Cough & Cold Brand. It created the cold & cough Over-theCounter (OTC) category in India way back in 1952 and has led the category till date. • Its current portfolio in India comprises : • • • • • • Vicks Action500+ Vicks VapoRub Vicks Cough Drops Vicks Formula 44 Cough Syrup and Vicks Inhaler.

It was rated as ‘India’s Most Trusted Brand’ by the ‘Advertising & Marketing’ Magazine and continues to be on top of the charts of Brand-Equity surveys till date.

Product Portfolio
VICKS VAPO RUB:

Vicks VapoRub – India’s Number One Cold Rub – provides safe and effective multisymptom relief from the six symptoms of cold, namely – blocked nose, cough, body ache, headache, muscle-stiffness and breathing difficulty. The medicinal properties of Vicks VapoRub’s natural ingredients - Nilgiri (Eucalyptus Oil), Pudina (Menthol) and Kapoor (Camphor) provides faster, longer-lasting relief from these six symptoms of cold. Vicks VapoRub's external application is safe and effective for regular use and provides relief from the symptoms of a cold vs. strong internal medicine. In Consumer Research conducted by P&G and market research firm NFO-MBL (National Family Opinion – Market Bureau Ltd.) consumers rated Vicks VapoRub comparatively higher on parameters such as ‘Fast Relief’ and ‘Long-Lasting Relief’. In addition, they also rated Vicks VapoRub significantly better on key product attributes stating that it is ‘Less Greasy’ and ‘Smells better’ and almost 80% of the respondents rated Vicks VapoRub as ‘Better than any Cold Rub Ever Used’. Vicks VapoRub is available in three pack sizes of 50gm. jar, 25gm. jar and 10gm dibbi. VICKS ACTION500+: Vicks Action500+ has also completed 25 years in the country of its birth. That’s, 25 years of strong, yet safe and effective multiple-symptomatic relief from colds. Launched in 1978, this multi-action colds caplet (caplet defined as capsule-shaped tablet) provides multi-symptom relief colds, i.e. from headaches and blocked noses, with its unique formulation, unlike analgesics which provide relief only from headaches. Over these years the brand has carved a position for itself with around 40% market share in the category.

VICKS INHALER: Vicks Inhaler created the inhaler market in 1951. It provides fast relief from a blocked nose and is easy to use and convenient to carry. VICKS COUGH DROPS: Vicks Cough drop is another blockbuster from the Vicks stable. Vicks commands a generic recall in this category. Using brand imagery and the catchy charachter " Kitch Kitch", Vicks commands a major share in this market. With unique shape and the long lasting positioning "Vicks ki goli lo Kitch Kitch door karo" , Vicks is a super brand in this category .Vicks coughdrops were careful in not messing up "Kitch Kitch" .This has ensured that the brand enjoys excellent recall .The recent campaigns of Vicks-Honey also strengthens the time tested positioning of the brand. VICKS FORMULA 44+: 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.

Journey of Vicks

Analysis of Vicks as Brand
BRAND IDENTITY: • • According to Aaker – Brand Identity is a unique set of Brand Association that represents what the Brand stands for and promises to customer. First Initiative - Vicks released an ad in leading dailies which had a tear-off coupon at the bottom. Readers could exchange the coupon for two free Vicks Action 500 (VA500) caplets from the chemist store. This single initiative helped VA500 generate mass trials overnight." • • P&G also conceptualised the House of Vicks, a counter display for chemists to store Vicks products so as to increase product visibility. Converting Vicks Inhalers into key-chains.

BRAND VALUE: Values of Vicks can be divided into 3 Parts: • Beliefs & Values: • • Beliefs can be divided into principles like Belongingness, responsible and value for money. Benefits:

• • •

Vicks does not disturb Work-Life Balance. It is not a social misfit and can be continue with normal life.

Features and Attributes: • • • • • • Non-drowsy Price No side effects Fast acting Nasal symptom relief Long Lasting relief

BRAND POSITIONING: • • It is a tool to differerentiate different brands by the consumer in their own way. 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. • 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 Cough drop produced the catchy charachter " Kitch Kitch" . With unique shape and the long lasting positioning "Vicks ki goli lo Kitch Kitch door karo“ The recent campaigns of Vicks-Honey also strengthens the time tested positioning of the brand. The unique shapes of cough drops, inhaler and caplet are examples of using product form as a differentiating factor. BRAND PERSONALITY:

It’s an amalgam of: • • • • • Name Slogan Price Style of advertising and All the nature of the product.

BRAND NAME: • • • • A Brand name is a living memory in buyers mind Like Vicks Vicks got its name on the name of its manufacturer. Name is a Tool For Communication. Vicks got its name through following series of events: • • • • First it was manufactures by Vicks Product LTD. In 1964, Richardson Hindustan Ltd took over it. In 1985, RHL became the affiliate of P&G. In 1989, RHL became P&G hygiene and health care.

BRAND SYMBOL: • • • Symbol is the Visual Identification. Pictorial way to Communicate. It increases memorability, aid recall and help in sales.

BRAND SLOGAN: • FMCG major Procter and Gamble (P&G) India has emerged as a winner in the OTC category by implementing various promotion programmes for Vicks (Vaporub, cough drops and Vicks Action 500) Like: • Vicks VapoRub – Touch Therapy & Happy B’Day Mummy

• •

Vicks Cough Drop – Vicks Ki Goli Lo Khich - Khich Door Karo & Vicks Khich - Khich Door Karta Hai. Vicks Action 500 – Haan Bhai Haan.

Findings of Vicks as Brand
Following Questionnaire was asked from the 100 respondents: 1. Are You Aware of Brand Vicks? A. Yes B. No 2. How long you can recall Vicks Brand? A. Since 1952 B. Since 1970 C. Since 1980 D. Since 1990 E. Since 2000 3. Which Slogan of Vicks you can recall first? A. Khich – Khich Door Karo B. Haan Bhai Haan C. Touch Therapy D. Happy B’Day Mummy E. Vicks Khich -Khich Door Karta hai 4. Which product of Vicks first came to your mind? A. Vicks action 500+ B. Vicks VapoRub C. Vicks cough drop D. Vicks formula 44 cough drop syrup E. Vicks inhaler 5. How does the logo of Vicks appear to you? A. Poor B. Average C. Good D. Better E. Best 6. Why do you prefer Vicks? A. Less greasy B. Smells better C. Fast relief D. Long lasting relief E. All 7. When do you use Vicks? A. Blocked nose B. Cough C. Body ache D. Headache E. Breathing Difficulty

8. How you will rank brand Vicks on scale of 5? (5-Best 1-Worst) A.5 B.4 C.3 D.2 E.1 9. Is Vicks most trusted brand? A Yes B. No 10. If Vicks is not available to your nearby shops then what will you do? A. Choose to another product B. Got to another shop.

Research Methodology
• • • • Gather secondary data on Vicks from books, research articles and websites. Survey of Consumers through structured questionnaire, being administered to the respondents. Sampling Unit : selected consumers from different parts of Jamshedpur Sample Size : 100

Our findings on the basis of response of Respondents are as follows: -

21.00% 35 & above

Age of Inte rview
15-24 25-34 35 & abov e Pies show counts

25-34 14.00% 15-24 65.00%

Gende r of Person
Female Male Pies show counts

41.00% Female Male 59.00%

1.

Are You Aware Of Band Vicks ? Count Age of Interview 15-24 25-34 35 & above Are You Aware Yes Of Band Vicks ? Total 65 65 14 14 21 21 Total 100 100

Are You Aware Of Band Vicks ? Count Gender of Person Female Male Are You Aware Of Band Vicks ? Total Yes 41 41 59 59 Total 100 100

2.
2000 7.00% 1952 3.00% 1970 10.00%
How long you can reca ll Vicka Brand ?
1952 1970 1980 1990 2000

1980 17.00%

Pies show counts

1990 63.00%

How long you can re call Vicka Brand ? Count 15-24 How long you can recall Vicks Brand ? 1952 1970 1980 1990 2000 Age of Interview 25-34 35 & above 0 1 2 0 1 9 8 4 5 52 7 4 5 1 1 65 14 21 Total 3 10 17 63 7 100

Total

How long you can re call Vicka Brand ? Count Gender of Person Female Male 1 2 4 6 10 7 22 41 4 3 41 59 Total 3 10 17 63 7 100

How long you can recall Vicka Brand ?

1952 1970 1980 1990 2000

Total

3.
Best Better 12.00% 3.00% Average 16.00%

How Doe s the Logo Of Vicks Appear to You?
Average Good Better Best Pies show c ounts

69.00% Good

How Doe s the Logo Of Vicks Appe ar to You? Count Age of Interview 15-24 25-34 35 & above 10 3 3 46 9 14 8 2 2 1 0 2 65 14 21 Total 16 69 12 3 100

How Does the Logo Of Vicks Appear to You? Total

Average Good Better Best

How Doe s the Logo Of Vicks Appe ar to You? Count Gender of Person Female Male 7 9 27 42 5 7 2 1 41 59 Total 16 69 12 3 100

How Does the Logo Of Vicks Appear to You? Total

Average Good Better Best

4.

Touch T herapy 2.00% Haan Bhai Haan 11.00%

Happy B'Day Mummy 4.00%

Vicks Khich-Khich Door Karta hai 1.00%

Which Slogan of Vick s You Can Rec all First ?
Khich Khic h Door Karo Haan Bhai Haan T ouch Therapy Happy B'Day Mummy Vicks Khich-Khich Door Karta hai Pies show counts

Khich Khich Door Karo 82.00%

Which Slogan of Vicks You Can Re call First ? Count 15-24 56 7 0 2 0 65 Age of Interview 25-34 35 & above 9 17 2 2 1 1 2 0 0 14 1 21 Total 82 11 2 4 1 100

Which Slogan of Vicks You Can Recall First ?

Khich Khich Door Karo Haan Bhai Haan Touch Therapy Happy B'Day Mummy Vicks Khich-Khich Door Karta hai

Total

Which Slogan of Vicks You Can Re call First ? Count Gender of Person Female Male 35 47 3 8 2 0 0 4 1 41 0 59 Total 82 11 2 4 1 100

Which Slogan of Vicks You Can Recall First ?

Khich Khich Door Karo Haan Bhai Haan Touch Therapy Happy B'Day Mummy Vicks Khich-Khich Door Karta hai

Total

5.

Vicks Inhaler 13.00% Vicks Action 500+ Which Product Of Vicks Came to Your Mind? 11.00%
Vicks Act ion 500+ Vicks Vaporub Vicks Cough D rop

Vicks Formula 44 Cough Syrup 2.00% 10.00% Vicks Cough Drop

Vicks Formula 44 Cough Sy rup Vicks Inhaler Pies show counts

Vicks Vaporub 64.00%

Which Product Of Vicks Came to Your M ind? Count 15-24 Which Product Of Vicks Came to Your Mind? Vicks Action 500+ Vicks Vaporub Vicks Cough Drop Vicks Formula 44 Cough Syrup Vicks Inhaler Age of Interview 25-34 35 & above 5 4 2 46 9 9 7 0 3 0 7 65 0 1 14 2 5 21 Total 11 64 10 2 13 100

Total

Which Product Of Vicks Came to Your M ind? Count Gender of Person Female Male 3 8 31 33 3 7 1 3 41 1 10 59 Total 11 64 10 2 13 100

Which Product Of Vicks Came to Your Mind?

Vicks Action 500+ Vicks Vaporub Vicks Cough Drop Vicks Formula 44 Cough Syrup Vicks Inhaler

Total

6.
Less Greasy Do Not Prefer 2.00% 2.00% A ll 15.00% Smel l Better 13.00%

Why Do Yoy Pre fe r Vicks?
Less Greasy Smell Bett er Fast Relief Long Lasting Relief All Do Not Pref er Pies show counts

10.00% Long Lasti ng Relief

58.00% Fast Relief

Why Do Yoy Pre fe r Vicks? Count 15-24 Why Do Yoy Prefer Vicks? Less Greasy Smell Better Fast Relief Long Lasting Relief All Do Not Prefer Age of Interview 25-34 35 & above 2 0 0 10 2 1 35 10 13 7 1 2 10 1 4 1 0 1 65 14 21 Total 2 13 58 10 15 2 100

Total

Why Do Yoy Pre fe r Vicks? Count Gender of Person Female Male 1 1 7 6 25 33 3 7 5 10 0 2 41 59 Total 2 13 58 10 15 2 100

Why Do Yoy Prefer Vicks?

Less Greasy Smell Better Fast Relief Long Lasting Relief All Do Not Prefer

Total

7.
Do Not U se Breathing Difficulty 16.00% 4.00% Blocked N ose 41.00%

When Do You Use Vicks?
Blocked Nose Cough Body Ache Headache Breathing Dif f iculty Do Not Use

Headache 13.00% Pies show counts

7.00% Body Ache 19.00% Coug h

Whe n Do You Use Vicks? Count 15-24 28 12 5 8 10 2 65 Age of Interview 25-34 35 & above 4 9 1 6 2 0 2 3 4 2 1 1 14 21 Total 41 19 7 13 16 4 100

When Do You Use Vicks?

Blocked Nose Cough Body Ache Headache Breathing Difficulty Do Not Use

Total

Whe n Do You Use Vicks? Count Gender of Person Female Male 20 21 7 12 2 5 4 9 8 8 0 4 41 59 Total 41 19 7 13 16 4 100

When Do You Use Vicks?

Blocked Nose Cough Body Ache Headache Breathing Difficulty Do Not Use

Total

8.
A D 4.00%

14.00%

How You'll Rank Bra nd Vicks On Scale Of Five?
D C B A Pies show counts C 43.00%

B 39.00%

How You'll Rank Brand Vicks On Scale Of Five ? Count Age of Interview 15-24 25-34 35 & above 1 1 2 29 9 5 28 3 8 7 1 6 65 14 21 Total 4 43 39 14 100

How You'll Rank Brand Vicks On Scale Of Five? Total

D C B A

How You'll Rank Brand Vicks On Scale Of Fiv e ? Count Gender of Person Female Male 1 3 18 25 19 20 3 11 41 59 Total 4 43 39 14 100

How You'll Rank Brand Vicks On Scale Of Five? Total

D C B A

9.
No 7.00%

Is Vicks Most Truste d Bra nd?
Yes No Pies show counts

93.00% Yes

Is Vicks Most Trusted Brand? Count Age of Interview 15-24 25-34 35 & above 60 13 20 5 1 1 65 14 21 Total 93 7 100

Is Vicks Most Trusted Yes Brand? No Total

Is Vicks M ost Trusted Brand? Count Gender of Person Female Male 37 56 4 3 41 59 Total 93 7 100

Is Vicks Most Trusted Brand? Total

Yes No

10.
Choose The Alte rnate Brand 35.00%
If Vicks Is Not Available To Your Nea rby Shop,What will You Do?
Choose The Alternate Brand Go To Another Shop Pies show counts

Go To Another Shop

65.00%

If Vicks Is Not Available To Your Ne arby Shop,What will You Do? Count 15-24 If Vicks Is Not Available Choose The To Your Nearby Alternate Brand Shop,What will You Do? Go To Another Shop Total 24 41 65 Age of Interview 25-34 35 & above 3 11 14 8 13 21 Total 35 65 100

If Vicks Is Not Available To Your Ne arby Shop,What will You Do? Count Gender of Person Female Male If Vicks Is Not Available Choose The To Your Nearby Alternate Brand Shop,What will You Do? Go To Another Shop Total 19 22 41 16 43 59 Total 35 65 100

Conclusion
According to our findings we are able to interpret the following:• • • • • • • • • • Awareness of brand Vicks was 100%. Since 1990’s Vicks was able to make a good footprint among the consumer. The logo of Vicks appears to be good to the consumer. Vicks Brand introduced with different slogans at different point of time. Among those “Vicks Ki Goli Lo Khich-Khich Door Karo” was most renowned jingle. Among the different variants of Vicks brand consumer prefer Vicks VapoRub. From the various benefits offered by Vicks brand, Fast Relief was the most acceptable benefit. Consumer uses Vicks brand products for the cure of Blocked nose. Vicks is having Average brand Image among the consumers. Vicks is accepted as a most trusted brand among respondents. Most of the respondents are brand loyal to Vicks.

References
• • • • • • http://www.pghealthsciences.com/respiratory/medicine_history.html www.marketingpracticeblogspot.com www.fmcgblogspot.com www.brandchannel.com Kotler –Marketing management Ramanuj Majumdar-Product Management in India.

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