An Analysis of the Marketing Strategy of Vicks Vaporub
Marketing Mastermind, pp. 9-17, April 2005
23 Pages Posted: 11 Aug 2008 Last revised: 23 Dec 2008
Date Written: August 1, 2008
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.
Keywords: Vicks Vaporub, Marketing Strategy, India
JEL Classification: M30, M31, M37, M39
Suggested Citation: Suggested Citation