Vicks: An Indian Cough and Cold Brand

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1.0 Name and description of company for which marketing plan is being developed. A brand of Proctor & Gamble (P&G), Vicks is India’s No.1 Cough & Cold Brand. It created the cough & cold Over-the-Counter (OTC) category in India way back in 1952 and has led the category till date. Today it has completed almost 60 years in India. Its current portfolio in India comprises Vicks Vapor, Vicks Cough Drops, Vicks Action 500 Extra, Vicks Inhaler and Vicks VapoCool. Vicks has been rated as the #1 cough & cold brand trusted by doctors.

The Vicks business in India is the biggest in the ASEAN-Australasia-India (AAI) region and the second biggest in the world after USA.

Over the years, Vicks has launched several heart-tugging advertising campaigns, some of which were – the ‘Happy Birthday Mummy’, ‘Touch Therapy’, ‘6 symptom’ campaigns for Vicks VapoRub, the ‘Khich Khich Dooor Karo’ ad for Vicks Cough Drops and the ‘Haan Bhai Haan’ ad for Vicks Action 500. All variants of Vicks have continued to be consumer favourites over the years 1.1 HISTORY.

In 1890, pharmacist Lunsford Richardson took over the retail drug business of his brother-in-law Dr. Joshua Vick, of Greensboro, North Carolina.[1] After Dr. Joshua Vick saw an ad for Vick's Seeds, Lunsford Richardson began marketing Vick’s Family Remedies.[1] The basic ingredients of the range included castor oil, liniment, 'dead shot' vermifuge.[1] The most popular remedy was Croup and Pneumonia Salve, which was first compounded in 1891, in Greensboro. It was introduced in 1905 with the name Vick's Magic Croup Salve and rebranded as VapoRub in 1912 at the instigation of Smith Richardson, Lunsford's oldest son[1] ; Smith had gained valuable sales and marketing experience while working for a period in New York and Massachusetts after attending college. Smith Richardson assumed the presidency of the company in 1919 upon his father's death. The flu epidemic of 1918 increased sales of VapoRub from $900,000 to $2.9 million in just one year. In 1948, Edward Mabry became president of Vicks (the first outside the Richardson family), then known as the Vicks Chemical Company. In 1985, it was sold to Procter & Gamble and Procter & Gamble has since marketed the product as "The only thing more powerful than a mother's touch." The company archives (including related personal records of the Richardson family) from at least about 1920 or so, up to the 1985 sale to Procter & Gamble, are housed at the University of North Carolina at Chapel Hill. 1.2 Products offered by the company:

VicksVapoRub-Is a Decongestant Vaporizing Ointment for topical use.- Ayurvedic medicine. Vicks CoughDrops-Is a Cough Drop that provides relief from throat irritation. Ayurvedic medicine. VicksAction500Extra-Is a Colds Medicine for relief of multiple cold symptoms such as blocked nose (nasal congestion), headache, bodyache, sore throat pain and associated lethargy. Vicks Inhaler- Inhaler for a feeling of relief from stuffy nose. Ayurvedic medicine. It is easy to carry in a pocket or purse.

Provides fast and temporary feeling of relief from stuffy nose. Inhale deeply to make breathing feel clear and cool.

Vicks VapoCool-This is the latest offering from Vicks in India. Launched in Oct 2011, it is a new premium throat drop specially formulated to provide 2 way relief which soothes the throat and relieves blocked nose at the same time. It is currently available in two flavours viz. Menthol & Peppermint. 2.0 Description of product for which we will develop marketing Plan Vicks VapoRub

vicks vaporub ointment is a mentholated topical cream manufactured by Vicks, intended to assist with minor medical conditions that temporarily impair breathing, including the common cold. It is applied to the chest, often immediately before sleeping. VapoRub is currently manufactured and packaged in India and Mexico. In Germany it is sold under the name WICK VapoRub. Vicks VapoRub has...
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