An Analysis of the Marketing Strategy of Vicks Vaporub
affiliation not provided to SSRN
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
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, M39Accepted Paper Series
Date posted: August 11, 2008 ; Last revised: December 23, 2008
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