MARKETING MIX

Product: Features (Less Greasy and Feels Better) Packaging Quality Variety Inhaler, Vicks Action 500, Vapor Rub(5 Rs. for rural market especially) / 10 Rs/ 30 Rs Relevant to TA/Consistent

Vicks Vapor Rub Price Range: Grams 100 50 10 5 Price 55 40 15 9

Price: Strategies: Penetrative (Low pricing) Types: Product Line Pricing, Cost Plus (Retailers) Competitive Pricing Strategy (Amrutanjan Balm of old)

Place: Chemists Hypermarkets and Departmental Stores

Promotion: ATL Creative Advertising new ad with blind man Can apply Sales Promotion (Selling 1 item of Vicks with other Vicks product at low price) Emotional Marketing Selling mothers love not only a product New ad: Baby crying and father applying vicks and child getting feeling of mothers warmth Feel that mother is applying

Ps Product Price Place Promotion

Es Experience Exchange Everywhere Engage/Evangelism

Cs Customer Satisfaction Cost Convenience Communicate

PESTLE: Political: P&G tie p with RHL in India because of investment Environmental: Monsoon Colds. Social: Selling problem in Germany due to name. Social conditions in India (child centric family). Technological: Legal: Stringent labor laws in India no manufacturing in India Prescribed content in the vapor rub. For heavier infections doctors are to be referred to. Economic: (1970) Smaller version of Vicks Vapor Rub (5g tin)

STP: Segmentation Dividing a larger market into smaller markets Segmentation: Demographic Segmentation: Age: Vicks is used by almost all ages of people. Gender: Vicks is used by both males and females. Income: People of low income to people of high income can all afford Vicks. Race: Asian, Hispanic, Black and White are all can use Vicks.

Psychographic Segmentation: Person belonging to any social class either he/she is from lower or even he/she is from higher and person of any life style and personality can use Vicks for cough, cold, flu, chest cold, chest congestion and sinus symptoms.

Targeting: Vicks was initially targeted at children but later the company found that i t i s mostly by adults. Sinus patients are also the target market for Vicks.

Positioning: (Gale Me) Khich-Khich Did not position as a multipurpose balm but stick to its world wise position as a rub for colds only Typical Indian Family centered around a child rub for the childs cold

Distinguished itself from a balm as balm was much stronger and therefore preferred for adults. Later positioned itself as a solution for adults as well

Competitor Analysis: Strepsils and DCold are major competitors for the brand Home remedies include Masala Tea, Rasam, Kadha. No competition for Vicks Vapor Rub as of now. Competition from the unbranded products Product Line competitors are: Vicks Ki Goli Strepsils Vicks Formla 44 - DCold Vicks Inhaler - Otravin Nasal Drops Vicks Vapor Rub Amrutanjan Cold Rub (now no more) Vicks action 500 - crocin