David Aaker's Model Applied to Vick's Vaporub

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David Aaker’s Advertising Exposure Model applied to Vick’s Vaporub

Group:
1. 2. 3. 4. Harish Dunakhe Prasad Junnarkar Sushil Kaswa Sunil Kolvekar 33310 33317 33324 33328 5. 6. 7. 8. Nirajan Kulkarni Kalpita Mirwankar Sagar Sathaye Aditya Satpute 33330 33332 33345 33346

David Aaker’s Advertising Exposure Model: Route 1
Awareness / Familiarity with Brand Inference on Brand attributes and benefits

Ad Exposure

Creation of brand image and personality

Brand Purchase Behavior

Association of feelings with the brand

Linkage of brand with peers, experts

P&G and Vicks Vaporub – History and Background
• Procter & Gamble's relationship with India dates back to when Vicks Product Inc. India, a branch of Vicks Product Inc. USA established in 1951 • Richardson Hindustan Limited (RHL) was formed in 1964 • RHL was given an Industrial License to undertake manufacture VICKS range of

products such as Vicks VapoRub, Vicks Cough Drops and Vicks Inhaler. • In June 2002, Procter & Gamble Hygiene & Health Care Limited announced the launch of New Improved Vicks VapoRub • This provides multi-symptom relief from the six symptoms of cold, namely – blocked nose, cough, body ache, headache, muscle-stiffness and breathing difficulty.

P&G and Vicks Vaporub – History and Background
• The medicinal properties of New Improved Vicks VapoRub’s ingredients nilgiri (eucalyptus oil), pudina (menthol) and kapoor (camphor) • To provide faster, longer-lasting relief from these six symptoms of cold. • Vicks VapoRub is available in five pack sizes of:

50gm jar, 25gm jar, 10 gm, 5 gm and 2gm dibbi.
• Net P&G sales in year 2009-10: Rs. 903 crores. • Healthcare business in year 2009-10: Rs. 381 crores. • 1477 tonnes of ointment and cream (mainly Vicks Vaporub) sold in 2009-10 • This was worth about Rs. 161 crores.

Vicks Vaporub – Competition
• Advertising expense for P&G in 2009-10: 113 crores • Competitors: Emami’s Zandu Balm, Amrutanjan (Pain balm, strong pain...
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