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GAUHATI UNIVERSITY DEPT. OF BUSINESS BUSINESS ADMINISTRATION ADMINISTRATION SUB: MARKETING MANAGEMENT ASSIGNMENT TOPIC:-
Identify a company and its product mix. Also consider
product/brand and then find its product line, positioning strat
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COMPANY AT AGLANCE
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P&G (PROCTER & GAMBLE) is one of the largest and amongst the fastest growing cons
goods companies in India, established in 1989,P&G India now serves over 650 million consumers a India. Its presence pans across the beauty & grooming segment, the household care segment as well
health & well being, with trusted brands that are household names across India. These inc
Vicks,Ariel,Tide,Whisper,Olay,Gillette,Ambipur,pampers,Pantene,Oral B, head & shoulders ,Well
Duracell. superior product propositions and technological innovations have enabled P&G to ac
market leadership in a majority of categories it is present in. P&G India is committed to sustai
You'reinReading a Preview growth in India and is currently invested the country via its five plants and over nine con
manufacturing sites, as well as through the 26000 jobs it acreates directly and indirectly. our sustain Unlock full access with free trial.
efforts focus on environmental protection as well as social responsibility to help the communitie operate in.
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P&G operates under three entities in India- two listed entities “Procter & g amble hygiene and health
limited” and Gillette India limited as well as 100 % subsidiary of the parent company in the US c
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P&G INDIA LTD. Basically deals in following major product categories/mix depicted in the f
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The above stated product categories with their brand logos are as follows –
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PRODUCT LINE
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Amongst the many brands that P&G offers. One of the brands is VICKS. “Vicks”
has been extended further to different extensions based on its needs among different pe
These can be classified as:The several extensions of VICKS are as follows : 1…VICKS vaporub
Vicks VapoRub – India’s Number One Cold Rub –
safe and effective multi-symptom relief from the six symptoms of cold, namely – blocked nose, c body ache, headache, muscle-stiffness and breathing difficulty
You're Reading a Preview 2…Vicks Inhaler.
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Master your semester with Scribd It gives fast relief from a blocked nose. Read Free Foron 30this Days Sign up to vote title & The New York Times Useful Not useful Special offer for3…Vicks students: Only $4.99/month. vapocool .
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4…Vicks cough drops.
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For decades this has been a consumer favorite for relief from minor t irritation. It is available in three variants viz Menthol, Honey and Ginger. 5…Vicks action 500 extra.
Launched in 1978, Vicks Action500 Extra has also completed 33 ye
the country of its birth. That’s 33 years of strong, yet safe and effective multiple -symptomatic r
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from colds. Vicks Action 500 Extra provides multi-symptom relief from 5 symptoms of a cold Unlock full access with a free trial. headache , blocked nose (nasal congestion), associated lethargy, body ache, sore throat pain.
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Vicks has become a market leader when it comes to cold & cough products such as b
vaporizers, inhalers and instant relief remedy. Master your semester with Scribd Read Free Foron 30this Days Sign up to vote title All this credit goes to Vicks proper positioning and imaging amongst the consumers. & The New York Times Useful Not useful
Vick Brand
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synonymous with 'Khich-khich' since time immemorial - many have grown up with the term Special offer forbeen students: Only $4.99/month. associated with the brand. While the 'Khich-khich' continues in the latest commercial for the brand.
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done with their task at the end of the day, there is a twist in the tale. The old man, who ca n't get enou
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the radio, tells them to put on the news! This ad conveys to the audience regarding VICKS quick action relief. Vicks in India is known for its VapoRub and cough drops. Globally Vicks brand is worth around crores.
The recent ad campaign also involves " father " in to the picture. The ad shows a father taking
of the child using Vaporub when the mother is away. The smart positioning and campaigns has en the brand retaining the top position in the market.
Using brand imagery and the catchy charachter " Kitch Kitch", Vicks commands a major sha
this market. With unique shape and the long lasting positioning "Vicks ki goli lo Kitch Kitch door k
Vicks is a super brand in this category .Vicks coughdrops were careful in not messing up "Kitch K
.This has ensured that the brand enjoys excellent recall .The recent campaigns of Vicks-Honey
strengthens the time tested positioning of the brand. Vaporub was initially targeted at children but the company found out that it is used mostly by adults. Vicks Vaporub is positioned along Mother's
platform. Vaporub pioneered the concept of " Touch therapy" linking it to the rubbing of vaporub o child's chest.
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The 4Ps can be analyzed below:-
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PRICE
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PRODUCT
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PRICE
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PLACE
PROMOTION
Product Variety
List price
Channels
Advertisin
Product design
Discount
Location
Public rela
Quality
Financing schemes
Inventory
Sponsorsh
Features
Credit terms
Brand name
Services
Internet
LIFE CYCLE OF VICKS
You're Reading a Preview The product life cycle refers to the entire journey that the product passes from the stage
its created first or manufactured to its ultimate end where its removed from the market. It has Unlock full access with a free trial.
stages-: a..introduction
b..growth
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c..maturity
Vicks brand was launched in India in 1951. It was manufactured by Vicks Products ltd. La
1964, Richardson Hindustan Ltd was formed to manufacture the product. In 1985 RHL becam
affiliate of P&G. In 1989 RHL became P&G hygiene &health care. Master your semester with Scribd Read Free Foron 30this Days Sign up to vote title Vicks has reached the maturity stage (i.e) most profit is earned by the market asa who & The New York Times Useful Not useful this stage Research and Development is likely to be restricted to product modification and improve
Special offer for students: Only $4.99/month. and perhaps to improve production efficiency and quality.
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Growth:-
The growth of the product (or brand) continued unabated as it catered to different markets. It did well in India right fro time of its introduction connecting people with the famous tag line “vicks ki goli lo,aur khich khich dur karo”.
Maturity:This stage was the longest in the life cycle of product and currently the brand is in this stage.
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