Some Kich Kich of late due to competition, but still clings on minds of the customers
Not many would have forgotten the brilliant brand imagery used in that Vicks ki goli lo kich kich door karo advertisement? The smart positioning has ensured that the brand becomes a part of homes and lives of millions of Indians. The dip in its ranking seems to have followed an aggressive strategy by competitor Amritanjan, but Vicks continues to be the market leader in its category. Over the years, Vicks has launched various heart-tugging ad campaigns that have struck an emotional chord and left an impact of love and care for which the brand stands. Some of which are Vicks VapoRub’s “Happy Birthday Mummy”, “Chotu ko sardi ay jayegi”, the Vicks VapoRub “Doll”, et al. The umbrella branding strategy for its products has helped it to create that unique trust for all its individual brands. The exclusive shapes it uses for its inhaler, cough drops and caplet provides the differentiating factor for its products. The company also carefully chooses attractive packaging as a branding strategy for its products. According to a P&G spokesperson, “Ever since its launch in India in 1952, Vicks was strategically positioned as a child cold rub, and all communication to consumers, employees, trade etc. has always centred round the mother child loving relationship.” The brand surely reigns supreme on the trust parameter, which no competitor can take away from Vicks.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
Read More:-The Sunday Indian - Greatest News weekly
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Not many would have forgotten the brilliant brand imagery used in that Vicks ki goli lo kich kich door karo advertisement? The smart positioning has ensured that the brand becomes a part of homes and lives of millions of Indians. The dip in its ranking seems to have followed an aggressive strategy by competitor Amritanjan, but Vicks continues to be the market leader in its category. Over the years, Vicks has launched various heart-tugging ad campaigns that have struck an emotional chord and left an impact of love and care for which the brand stands. Some of which are Vicks VapoRub’s “Happy Birthday Mummy”, “Chotu ko sardi ay jayegi”, the Vicks VapoRub “Doll”, et al. The umbrella branding strategy for its products has helped it to create that unique trust for all its individual brands. The exclusive shapes it uses for its inhaler, cough drops and caplet provides the differentiating factor for its products. The company also carefully chooses attractive packaging as a branding strategy for its products. According to a P&G spokesperson, “Ever since its launch in India in 1952, Vicks was strategically positioned as a child cold rub, and all communication to consumers, employees, trade etc. has always centred round the mother child loving relationship.” The brand surely reigns supreme on the trust parameter, which no competitor can take away from Vicks.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
Read More:-The Sunday Indian - Greatest News weekly
http://iipm-news.spaces.live.com/
http://pankajnegiz.spaces.live.com/
http://iipminternational.spaces.live.com/
http://iipm-iipmschool.spaces.live.com/
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