Contents

• Chapter 1: Objective

• Chapter 2: Introduction to Vicks

• Chapter 3: Product Portfolio

• Chapter 4: Analysis of Vicks as a Brand

• Chapter 5: Findings of Vicks As a Brand

• Chapter 6: Research Methodology

• Chapter 7: Conclusion

• Chapter 8: References

Objective

• To Study How Brand Vicks has evolved at Different Point of Time.

• Through :
– Brand Name
– Brand Symbol
– Brand Slogan
– Brand Personality
– Brand Positioning
– Brand Identity
– Brand Value
 Introduction to Vicks
• 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.
• Vicks was launched in 1890 as Vicks Corp and Pneumonia Salve for babies by
Lunsford Richardson in North Carolina.
• Recognized all around the world - Vicks is available in more than 66 countries
and in all 5 continents.
• Globally Vicks brand is worth around 3000 crores.
• Vicks is India’s No.1 Cough & Cold Brand. It created the cold & cough Over-the-
Counter (OTC) category in India way back in 1952 and has led the category till
date.
• Its current portfolio in India comprises :
• Vicks Action500+
• Vicks VapoRub
• Vicks Cough Drops
• Vicks Formula 44 Cough Syrup and
• Vicks Inhaler.
• It was rated as ‘India’s Most Trusted Brand’ by the ‘Advertising & Marketing’
Magazine and continues to be on top of the charts of Brand-Equity surveys till
date.
 Product Portfolio
VICKS VAPO RUB:

Vicks VapoRub – India’s Number One Cold Rub – provides safe and effective multi-
symptom relief from the six symptoms of cold, namely – blocked nose, cough, body ache,
headache, muscle-stiffness and breathing difficulty. The medicinal properties of Vicks
VapoRub’s natural ingredients - Nilgiri (Eucalyptus Oil), Pudina (Menthol) and Kapoor
(Camphor) provides faster, longer-lasting relief from these six symptoms of cold. Vicks
VapoRub's external application is safe and effective for regular use and provides relief
from the symptoms of a cold vs. strong internal medicine.
In Consumer Research conducted by P&G and market research firm NFO-MBL (National
Family Opinion – Market Bureau Ltd.) consumers rated Vicks VapoRub comparatively
higher on parameters such as ‘Fast Relief’ and ‘Long-Lasting Relief’. In addition, they
also rated Vicks VapoRub significantly better on key product attributes stating that it is
‘Less Greasy’ and ‘Smells better’ and almost 80% of the respondents rated Vicks
VapoRub as ‘Better than any Cold Rub Ever Used’.
Vicks VapoRub is available in three pack sizes of 50gm. jar, 25gm. jar and 10gm dibbi.

VICKS ACTION500+:
Vicks Action500+ has also completed 25 years in the country of its birth. That’s, 25 years
of strong, yet safe and effective multiple-symptomatic relief from colds. Launched in
1978, this multi-action colds caplet (caplet defined as capsule-shaped tablet) provides
multi-symptom relief colds, i.e. from headaches and blocked noses, with its unique
formulation, unlike analgesics which provide relief only from headaches. Over these
years the brand has carved a position for itself with around 40% market share in the
category.
VICKS INHALER:
Vicks Inhaler created the inhaler market in 1951. It provides fast relief from a blocked
nose and is easy to use and convenient to carry.

VICKS COUGH DROPS:

Vicks Cough drop is another blockbuster from the Vicks stable. Vicks commands a
generic recall in this category. Using brand imagery and the catchy charachter " Kitch
Kitch", Vicks commands a major share in this market. With unique shape and the long
lasting positioning "Vicks ki goli lo Kitch Kitch door karo" , Vicks is a super brand in this
category .Vicks coughdrops were careful in not messing up "Kitch Kitch" .This has
ensured that the brand enjoys excellent recall .The recent campaigns of Vicks-Honey also
strengthens the time tested positioning of the brand.

VICKS FORMULA 44+:

Vicks recently ventured in to the 550 crore cough syrup market with its Formula 44 in
October 2003. The brand's usp is 8 hours relief from cough. The product is targeted at
kids .The insight is that the power of most of the Cough syrups wanes after 5 hours and
long lasting relief is the platform that Vicks is banking on for this product.

Journey of Vicks
 Analysis of Vicks as Brand

BRAND IDENTITY:
• According to Aaker – Brand Identity is a unique set of Brand Association that
represents what the Brand stands for and promises to customer.
• First Initiative - Vicks released an ad in leading dailies which had a tear-off
coupon at the bottom. Readers could exchange the coupon for two free Vicks
Action 500 (VA500) caplets from the chemist store. This single initiative helped
VA500 generate mass trials overnight."
• P&G also conceptualised the House of Vicks, a counter display for chemists to
store Vicks products so as to increase product visibility.
• Converting Vicks Inhalers into key-chains.

BRAND VALUE:
Values of Vicks can be divided into 3 Parts:
• Beliefs & Values:
• Beliefs can be divided into principles like Belongingness, responsible and
value for money.
• Benefits:
 • Vicks does not disturb Work-Life Balance.
• It is not a social misfit and can be continue with normal life.
• Features and Attributes:
• Non-drowsy
• Price
• No side effects
• Fast acting
• Nasal symptom relief
• Long Lasting relief

BRAND POSITIONING:
• It is a tool to differerentiate different brands by the consumer in their own way.
• Vaporub was initially targeted at children but later the company found out that it is
used mostly by adults. Vicks Vaporub is positioned along Mother's Love platform
. Vaporub pioneered the concept of " Touch therapy" linking it to the rubbing of
vaporub on the child's chest.
• The recent ad campaign also involves " father " in to the picture. The ad shows a
father taking care of the child using Vaporub when the mother is away. The smart
positioning and campaigns has ensured the brand retaining the top position in the
market.
• Vicks Cough drop produced the catchy charachter " Kitch Kitch" .
• With unique shape and the long lasting positioning "Vicks ki goli lo Kitch Kitch
door karo“
• The recent campaigns of Vicks-Honey also strengthens the time tested positioning
of the brand.
• The unique shapes of cough drops, inhaler and caplet are examples of using
product form as a differentiating factor.

BRAND PERSONALITY:
It’s an amalgam of:
• Name
• Slogan
• Price
• Style of advertising and
• All the nature of the product.

BRAND NAME:
• A Brand name is a living memory in buyers mind Like Vicks
• Vicks got its name on the name of its manufacturer.
• Name is a Tool For Communication.
• Vicks got its name through following series of events:
• First it was manufactures by Vicks Product LTD.
• In 1964, Richardson Hindustan Ltd took over it.
• In 1985, RHL became the affiliate of P&G.
• In 1989, RHL became P&G hygiene and health care.

BRAND SYMBOL:
• Symbol is the Visual Identification.
• Pictorial way to Communicate.
• It increases memorability, aid recall and help in sales.

BRAND SLOGAN:
• FMCG major Procter and Gamble (P&G) India has emerged as a winner in the
OTC category by implementing various promotion programmes for Vicks
(Vaporub, cough drops and Vicks Action 500) Like:
• Vicks VapoRub – Touch Therapy & Happy B’Day Mummy
 • Vicks Cough Drop – Vicks Ki Goli Lo Khich - Khich Door Karo & Vicks
Khich - Khich Door Karta Hai.
• Vicks Action 500 – Haan Bhai Haan.

Findings of Vicks as Brand

Following Questionnaire was asked from the 100 respondents:
1. Are You Aware of Brand Vicks?
A. Yes B. No
2. How long you can recall Vicks Brand?
A. Since 1952 B. Since 1970 C. Since 1980 D. Since 1990 E. Since 2000
3. Which Slogan of Vicks you can recall first?
A. Khich – Khich Door Karo B. Haan Bhai Haan C. Touch Therapy D. Happy B’Day
Mummy E. Vicks Khich -Khich Door Karta hai
4. Which product of Vicks first came to your mind?
A. Vicks action 500+ B. Vicks VapoRub C. Vicks cough drop D. Vicks formula 44 cough
drop syrup E. Vicks inhaler
5. How does the logo of Vicks appear to you?
A. Poor B. Average C. Good D. Better E. Best
6. Why do you prefer Vicks?
A. Less greasy B. Smells better C. Fast relief D. Long lasting relief E. All
7. When do you use Vicks?
A. Blocked nose B. Cough C. Body ache D. Headache E. Breathing Difficulty
8. How you will rank brand Vicks on scale of 5? (5-Best 1-Worst)
A.5 B.4 C.3 D.2 E.1
9. Is Vicks most trusted brand?
A Yes B. No
10. If Vicks is not available to your nearby shops then what will you do?
A. Choose to another product B. Got to another shop.
Research Methodology

• Gather secondary data on Vicks from books, research articles and websites.
• Survey of Consumers through structured questionnaire, being administered to the
respondents.
• Sampling Unit : selected consumers from different parts of Jamshedpur
• Sample Size : 100

Our findings on the basis of response of Respondents are as follows: -

21.00% Age of Inte rview

15-24
35 & above 25-34
35 & abov e

Pies show counts

25-34

14.00%
15-24
65.00%

Gende r of Person
Female
Male

Pies show counts

41.00%
Female

Male

59.00%

1.
 Are You Aware Of Band Vicks ?

Count
Age of Interview
15-24 25-34 35 & above Total
Are You Aware Yes
65 14 21 100
Of Band Vicks ?
Total 65 14 21 100

Are You Aware Of Band Vicks ?

Count
Gender of Person
Female Male Total
Are You Aware Yes
41 59 100
Of Band Vicks ?
Total 41 59 100

2.
2000 1952 1970
7.00% 3.00%
10.00%
How long you can reca ll Vicka Brand ?
1952
1970
1980
1990
2000

1980
Pies show counts
17.00%

1990
63.00%

How long you can re call Vicka Brand ?

Count
Age of Interview
15-24 25-34 35 & above Total
How long 1952 0 1 2 3
you can 1970 0 1 9 10
recall Vicks 1980 8 4 5 17
Brand ?
1990 52 7 4 63
2000 5 1 1 7
Total 65 14 21 100
 How long you can re call Vicka Brand ?

Count
Gender of Person
Female Male Total
How long 1952 1 2 3
you can 1970 4 6 10
recall Vicka 1980 10 7 17
Brand ?
1990 22 41 63
2000 4 3 7
Total 41 59 100

3.
Best

3.00%
Better Average
12.00% 16.00% How Doe s the Logo Of Vicks Appear to You?
Average
Good
Better
Best

Pies show c ounts

69.00%
Good
 How Doe s the Logo Of Vicks Appe ar to You?

Count
Age of Interview
15-24 25-34 35 & above Total
How Does Average 10 3 3 16
the Logo Of Good 46 9 14 69
Vicks Appear Better 8 2 2 12
to You?
Best 1 0 2 3
Total 65 14 21 100

How Doe s the Logo Of Vicks Appe ar to You?

Count
Gender of Person
Female Male Total
How Does Average 7 9 16
the Logo Of Good 27 42 69
Vicks Appear Better 5 7 12
to You?
Best 2 1 3
Total 41 59 100

4.
 Happy B'Day Mummy Vicks Khich-Khich Door Karta hai
Touch Therapy
4.00% 1.00%
2.00%
Which Slogan of Vick s You Can Rec all First ?
Haan Bhai Haan Khich Khic h Door Karo
Haan Bhai Haan
11.00%
T ouch Therapy
Happy B'Day Mummy
Vicks Khich-Khich Door Karta hai

Pies show counts

Khich Khich Door Karo

82.00%

Which Slogan of Vicks You Can Re call First ?

Count
Age of Interview
15-24 25-34 35 & above Total
Which Slogan Khich Khich Door Karo 56 9 17 82
of Vicks You Haan Bhai Haan 7 2 2 11
Can Recall Touch Therapy 0 1 1 2
First ?
Happy B'Day Mummy 2 2 0 4
Vicks Khich-Khich
0 0 1 1
Door Karta hai
Total 65 14 21 100

Which Slogan of Vicks You Can Re call First ?

Count
Gender of Person
Female Male Total
Which Slogan Khich Khich Door Karo 35 47 82
of Vicks You Haan Bhai Haan 3 8 11
Can Recall Touch Therapy 2 0 2
First ?
Happy B'Day Mummy 0 4 4
Vicks Khich-Khich
1 0 1
Door Karta hai
Total 41 59 100

5.
 Vicks Inhaler
13.00%
Vicks Action 500+
11.00% Which Product Of Vicks Came to Your Mind?
Vicks Act ion 500+
Vicks Formula 44 Cough Syrup Vicks Vaporub
2.00% Vicks Cough D rop
Vicks Formula 44 Cough Sy rup
Vicks Inhaler
10.00%
Vicks Cough Drop Pies show counts

Vicks Vaporub
64.00%

Which Product Of Vicks Came to Your M ind?

Count
Age of Interview
15-24 25-34 35 & above Total
Which Product Vicks Action 500+ 5 4 2 11
Of Vicks Vicks Vaporub 46 9 9 64
Came to Your Vicks Cough Drop 7 0 3 10
Mind?
Vicks Formula 44
0 0 2 2
Cough Syrup
Vicks Inhaler 7 1 5 13
Total 65 14 21 100

Which Product Of Vicks Came to Your M ind?

Count
Gender of Person
Female Male Total
Which Product Vicks Action 500+ 3 8 11
Of Vicks Vicks Vaporub 31 33 64
Came to Your Vicks Cough Drop 3 7 10
Mind?
Vicks Formula 44
1 1 2
Cough Syrup
Vicks Inhaler 3 10 13
Total 41 59 100
6.
Less Greasy
Do Not Prefer

2.00%
2.00% Smel l Better
Why Do Yoy Pre fe r Vicks?
All 15.00% 13.00% Less Greasy
Smell Bett er
Fast Relief
Long Lasting Relief
All
Do Not Pref er
10.00%

Long Lasti ng Relief Pies show counts

58.00%

Fast Relief

Why Do Yoy Pre fe r Vicks?

Count
Age of Interview
15-24 25-34 35 & above Total
Why Do Less Greasy 2 0 0 2
Yoy Smell Better 10 2 1 13
Prefer Fast Relief 35 10 13 58
Vicks?
Long Lasting Relief 7 1 2 10
All 10 1 4 15
Do Not Prefer 1 0 1 2
Total 65 14 21 100

Why Do Yoy Pre fe r Vicks?

Count
Gender of Person
Female Male Total
Why Do Less Greasy 1 1 2
Yoy Smell Better 7 6 13
Prefer Fast Relief 25 33 58
Vicks?
Long Lasting Relief 3 7 10
All 5 10 15
Do Not Prefer 0 2 2
Total 41 59 100
7.
Do Not U se

Breathing Difficulty 4.00%

When Do You Use Vicks?
16.00% Blocked N ose
Blocked Nose
Cough
41.00%
Body Ache
Headache
Breathing Dif f iculty
Do Not Use
Headache
Pies show counts
13.00%

7.00%

Body Ache

19.00%

Coug h

Whe n Do You Use Vicks?

Count
Age of Interview
15-24 25-34 35 & above Total
When Blocked Nose 28 4 9 41
Do You Cough 12 1 6 19
Use Body Ache 5 2 0 7
Vicks?
Headache 8 2 3 13
Breathing Difficulty 10 4 2 16
Do Not Use 2 1 1 4
Total 65 14 21 100

Whe n Do You Use Vicks?

Count
Gender of Person
Female Male Total
When Blocked Nose 20 21 41
Do You Cough 7 12 19
Use Body Ache 2 5 7
Vicks?
Headache 4 9 13
Breathing Difficulty 8 8 16
Do Not Use 0 4 4
Total 41 59 100
8.

D
A 4.00%
14.00%
How You'll Rank Bra nd Vicks On Scale Of Five?
D
C
B
A

Pies show counts

C

43.00%

B
39.00%

How You'll Rank Brand Vicks On Scale Of Five ?

Count
Age of Interview
15-24 25-34 35 & above Total
How You'll Rank D 1 1 2 4
Brand Vicks On C 29 9 5 43
Scale Of Five? B 28 3 8 39
A 7 1 6 14
Total 65 14 21 100

How You'll Rank Brand Vicks On Scale Of Fiv e ?

Count
Gender of Person
Female Male Total
How You'll Rank D 1 3 4
Brand Vicks On C 18 25 43
Scale Of Five? B 19 20 39
A 3 11 14
Total 41 59 100
9.
No
7.00%

Is Vicks Most Truste d Bra nd?

Yes
No

Pies show counts

93.00%

Yes

Is Vicks Most Trusted Brand?

Count
Age of Interview
15-24 25-34 35 & above Total
Is Vicks Most Trusted Yes 60 13 20 93
Brand? No 5 1 1 7
Total 65 14 21 100

Is Vicks M ost Trusted Brand?

Count
Gender of Person
Female Male Total
Is Vicks Most Trusted Yes 37 56 93
Brand? No 4 3 7
Total 41 59 100
10.

Choose The Alte rnate Brand

35.00% If Vicks Is Not Available To Your Nea rby Shop,What will You Do?
Choose The Alternate Brand
Go To Another Shop

Pies show counts

Go To Another Shop

65.00%

If Vicks Is Not Available To Your Ne arby Shop,What will You Do?

Count
Age of Interview
15-24 25-34 35 & above Total
If Vicks Is Not Available Choose The
24 3 8 35
To Your Nearby Alternate Brand
Shop,What will You Do? Go To Another Shop 41 11 13 65
Total 65 14 21 100

If Vicks Is Not Available To Your Ne arby Shop,What will You Do?

Count
Gender of Person
Female Male Total
If Vicks Is Not Available Choose The
19 16 35
To Your Nearby Alternate Brand
Shop,What will You Do? Go To Another Shop 22 43 65
Total 41 59 100
 Conclusion
According to our findings we are able to interpret the following:-
• Awareness of brand Vicks was 100%.
• Since 1990’s Vicks was able to make a good footprint among the consumer.
• The logo of Vicks appears to be good to the consumer.
• Vicks Brand introduced with different slogans at different point of time. Among
those “Vicks Ki Goli Lo Khich-Khich Door Karo” was most renowned jingle.
• Among the different variants of Vicks brand consumer prefer Vicks VapoRub.
• From the various benefits offered by Vicks brand, Fast Relief was the most
acceptable benefit.
• Consumer uses Vicks brand products for the cure of Blocked nose.
• Vicks is having Average brand Image among the consumers.
• Vicks is accepted as a most trusted brand among respondents.
• Most of the respondents are brand loyal to Vicks.

References

• http://www.pghealthsciences.com/respiratory/medicine_history.html
• www.marketingpracticeblogspot.com
• www.fmcgblogspot.com
• www.brandchannel.com
• Kotler –Marketing management
• Ramanuj Majumdar-Product Management in India.