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

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)

Date Written: August 1, 2008

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.

Keywords: Vicks Vaporub, Marketing Strategy, India

JEL Classification: M30, M31, M37, M39

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: https://ssrn.com/abstract=1195282

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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