Fmcg Vicks
VICKS VAPORUB - MOTHER’S TOUCH THERAPY: A CASE STUDY
ABSTRACT
FMHG industry in India is worth around `4500 crores. This market is dominated by products like Rubs & Balms, medicated skin treatments, cough syrup and drops, digestives and health. Vicks is a leading brand in the Fast Moving Health goods (FMHG). An exceptionally trusted brand - generations and generations of cold sufferers have used it for almost 100 years. Recognized all around the world - Vicks is available in more than 66 countries. Globally Vicks brand is worth around `3000 crores. Vicks commands a market share of over 60% in the cold balm/rub category1.Vicks is the 25th most trusted brand in India2. .Yes, there are some controversies regarding usage of vicks vaporub but there is no doubt that it is the no 1 cough & cold brand in India.
The case study basically focuses on market position of Vicksvaporub. It describes the reasons for Vicks Vaporub to be a no 1 brand in cold rub market & the controversies regarding it. Some brands are not easy to forget. They setup in the minds of customers in such a way that as the related problem comes, immediately they strike in mind. There are number of examples, Like Vicks (for cold & winter), Itch guard (for heel cracking), Johnson & Johnson (Baby products), All-out/Good night (Mosquitoes) etc. As such above problem we face, the related product immediately strike in our mind. It is not that these products do not have competitors, but actually they have a very strong position in the market & it is not easy to wash these products from public mind & one among them is Vicks Vaporub, a very strong brand in cold rub market.
VICKS VAPORUB: BETTER THAN ANY COLD RUB EVER USED icks was launched in 1890 as Vicks Corp and Pneumonia Salve for babies by Lunsford Richardson in North Carolina. . In 1918, the brand become famous as the world was suffering from enfluanja, that prove to be a big dream for the company & its demand increased so
ABSTRACT
FMHG industry in India is worth around `4500 crores. This market is dominated by products like Rubs & Balms, medicated skin treatments, cough syrup and drops, digestives and health. Vicks is a leading brand in the Fast Moving Health goods (FMHG). An exceptionally trusted brand - generations and generations of cold sufferers have used it for almost 100 years. Recognized all around the world - Vicks is available in more than 66 countries. Globally Vicks brand is worth around `3000 crores. Vicks commands a market share of over 60% in the cold balm/rub category1.Vicks is the 25th most trusted brand in India2. .Yes, there are some controversies regarding usage of vicks vaporub but there is no doubt that it is the no 1 cough & cold brand in India.
The case study basically focuses on market position of Vicksvaporub. It describes the reasons for Vicks Vaporub to be a no 1 brand in cold rub market & the controversies regarding it. Some brands are not easy to forget. They setup in the minds of customers in such a way that as the related problem comes, immediately they strike in mind. There are number of examples, Like Vicks (for cold & winter), Itch guard (for heel cracking), Johnson & Johnson (Baby products), All-out/Good night (Mosquitoes) etc. As such above problem we face, the related product immediately strike in our mind. It is not that these products do not have competitors, but actually they have a very strong position in the market & it is not easy to wash these products from public mind & one among them is Vicks Vaporub, a very strong brand in cold rub market.
VICKS VAPORUB: BETTER THAN ANY COLD RUB EVER USED icks was launched in 1890 as Vicks Corp and Pneumonia Salve for babies by Lunsford Richardson in North Carolina. . In 1918, the brand become famous as the world was suffering from enfluanja, that prove to be a big dream for the company & its demand increased so