Abstract

http://ssrn.com/abstract=1195282
 
 

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An Analysis of the Marketing Strategy of Vicks Vaporub


Amit Banerji


affiliation not provided to SSRN

Tarun Jain


Supreme Court of India; London School of Economics & Political Science (LSE); National Law University Jodhpur (NLUJ)

August 1, 2008

Marketing Mastermind, pp. 9-17, April 2005

Abstract:     
Vicks VapoRub has been the market leader in the vaporub industry in India for long. It has ensured that competition does not creep up by considerably reducing its cost of marketing and distribution. However, there is still a considerable share of the market that needs to be tapped by the company. This study analyzes the scope and viability of Vicks VapoRub to acquire this untapped segment. Due efforts have also been made to study those factors which exist in this segment and the strategy needed to be devised to deal with the potential competition. The study is based upon a survey of the distribution channel of Procter & Gamble through which Vicks VapoRub is marketed. The selection of dealers has been at random, and a sample of 30 dealers has been surveyed in both Jodhpur and Agra, covering western and northern India respectively.

Number of Pages in PDF File: 23

Keywords: Vicks Vaporub, Marketing Strategy, India

JEL Classification: M30, M31, M37, M39

Accepted Paper Series





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Date posted: August 11, 2008 ; Last revised: December 23, 2008

Suggested Citation

Banerji, Amit and Jain, Tarun, An Analysis of the Marketing Strategy of Vicks Vaporub (August 1, 2008). Marketing Mastermind, pp. 9-17, April 2005. Available at SSRN: http://ssrn.com/abstract=1195282

Contact Information

Amit Banerji
affiliation not provided to SSRN
Tarun Jain (Contact Author)
Supreme Court of India ( email )
New Delhi
India
London School of Economics & Political Science (LSE)
London
United Kingdom
National Law University Jodhpur (NLUJ)
Jodhpur
India
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