VICKS INHALER

SDM REPORT

PREPARED BY :
SK TARANUM PARWEEN
SUBHAM SANATAN
SK QURESH ALI
AMIN ARBIAN KHAN
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COMPANY PROFILE
VICKS
• Vicks is the world’s number one cough and cold medicine brand. It created the cold & cough Over-the-
Counter (OTC) in India way back in 1952and has led the category till date in Fast Moving Health Goods
(FMHG).

• “Breathe life in” the famous tagline of Vicks is evidently proven by the product’s quality.

• The Vicks product range in India includes Vicks Cough Drops, Vicks VapoRub, Vicks Inhaler, Vicks
Vapocool, and Vicks Action 500 Extra.

• Vicks was launched in the 1890 as Vicks Corp and Pneumonia Salve for babies by Lunsford
Richardson in North Carolina and is now available in 66 countries and 5 continents. The brand is now
worth around 3000 crores.

• Vicks is a brand of over-the-counter medications owned by the American company Procter & Gamble.

VICKS INHALER
It created the inhaler market in 1951. It provides fast relief from a blocked nose and is easy to

use and convenient to carry.

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BRAND EQUITY
 “Breathe life in” the famous tagline of Vicks is true to the core
which is proven by the product’s quality and its sales not just in
India but throughout the world.
 Millions of users have trusted the brand for more than 100 years
now as Vicks VapoRub provides relief from the common cold in
about five minutes and comes with an instant healing touch.
COMPETETIOR 4

ANALYSIS
After visiting the market we found the competitors of Vicks Inhaler
are :
Cam+
Cam+ Sniff
Sniff :: Aryan
AryanShakti
Shakti : Relief :

Cold
ColdRub
Rub :: Menthosil ::
Menthosil
Channel Of
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Distribution

Manufacturer Plant

C/F

Distributors

Outlets / Shops

End Consumer / User

Distribution 6

Network
 P&G keeping broaden the market by slashing its number of distributor down to
one tenth of its size.

 85% of its sales comes from the top 30 towns and its current volume is not
justified a large distributor network.

 So P&G will now have one distributor who will operate like superstocklist, which
helps to replenish its distributors more frequently and reduce there average
stock level.

 P&G keep growing on ROI(return on investment), which resulted in each

distributor trying to extend it’s reach to push up volume.

 With a limited number of distributors, P&G will also not need to invest in C&F
agents.

 P&G follows wholesale format of distribution for Vicks.

 P&G giving 6% margin to the distributor.

 P&G is expanding 30- 35% of its sales in advertisement and promotions, which
is a highest in the industry, HUL expends only 15% sales on advertisement and
promotions.
DAMAGE 7

SETTLEMENT
PROCESS
 The damage settlement process includes return & refund of
any tear or wear caused during transit.
 The Company takes the return of the products which are
expired too.
 Company has a policy of returning the product if there is any
manufacturing defect such as leakage or harshness while
inhaling the product for usage.
 The company also returns & refunds when there is new STP
occurring in the market so for the customers to be attracted to
new product.