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“BRANDING OF OTC PRODUCT &

A STUDY TO ANALYSE THE VICKS BRAND
BY CUSTOMER BASED BRAND EQUITY
MODEL”
1. Shivani Pandya 2.Aniket Chothani 3.Dr.Bijal Zaveri
1. M.B.A. student, 2.M.B.A. student, 3.Dean of FMS
Parul Institute of Engineering & Technology
Parul University, Waghodia, Vadodara, India.

Abstract
Branding is very important in pharmaceutical and any other sector. Today’s market was very
competitive. At This time in OTC (Over-the-counter) product’s market, the competition is very high.
Every company will create a strong brand name and brand value in the market and through this
brand, the company can survive in the market and make more and more profit. The pharmaceutical
industry's brand name and value are important because many competitors are available in the market.
We collect data from primary data and secondary data collection methods. For that, we conduct
questioner survey by using Google Forms. We collect responses from 100 consumers. The study
includes consumers of Baroda city. Research is based on demographic factors and tested them with the
help of statistical tools of correlation. For the analyse the data, we have presented by charts and used
the percentage method. Vicks is the most valuable brand in OTC products in India. This study aims to
measure the satisfaction levels of the consumers towards the services provided by the Vicks and Study
about branding strategy of Vicks.

Key words: Branding, Vicks, Branding Strategy

1. Introduction:

Over-the-counter medicine is also known as OTC or non-prescription medicine. All these terms refer to
medicine that you can buy without a prescription. They are safe and effective when you follow the
directions on the label and as directed by your health care professional.
What is branding?
Branding has existed for centuries as a way to distinguish the goods of one producer from those of
another.

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According to the American Marketing Association, a brand is a "name, term, symbol, design, or a
combination of them, intended to identify the goods and services of one seller or group of sellers and to
differentiate them from those of the competition" .

Over view of company:

Procter & Gamble

The Procter & Gamble Company, also known as P&G, is an American multinational consumer goods
company headquartered in downtown Cincinnati, Ohio, USA. Its products include pet foods, cleaning
agents and personal care products. Prior to the sale of Pringles to Kellogg Company, its product line
included foods and beverages.
In 2012, P&G recorded $83.68 billion dollars in sales. Fortune magazine awarded P&G a top spot on its
list of "Global Top Companies for Leaders", and ranked the company at fifth place of the "World's
Most Admired Companies" list. Chief Executive Magazine named P&G the best overall company for
leadership development in its list of the "40 Best Companies for Leaders".

Evolution of Brand Vicks at Different Point of Time.

Through:

• Brand Name
• Brand Symbol
• Brand Slogan
• Brand Personality
• Brand Positioning
• Brand Identity
• Brand Value

Vicks is a leading brand in the Fast Moving Health goods (FMHG).

An exceptionally trusted band - 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 band 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
It was rated as India's Vicks Inhaler.

Most Trusted Brand' by the 'Advertising & Marketing' magazine and continues to the on top of the
charts of Brand-Equity surveys till date.

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2. Objective of the study:

The purpose of promotion of OTC in companies prospective was to identify a new segment of market
which can be used for companies marketing drive when its product or brand growth becomes stagnant.
To differentiate a firms products.
To assist in promotion.
To maintain product quality.
To build the value for customer.

3. Research methodology:

In this research, the methodology section indicates that how conduct the research. This includes data
collected from people, sample of study and methods cover in primary research. So we mention below
the detail information about it.

Primary data: The data is collected by the survey method. The survey has been done through
questionnaire by Google form.
Secondary data: The sources of secondary data are articles, research paper and online sites, websites
etc...
Sample size: The sample size for this research is 110 people.

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Sampling method: The method is simple random sampling by considering the responses from Baroda
city only.
Statistical tools used for analysis: Graphical method and percentage method have been used for
analysis data.

4. LITERATURE REVIEW

RAJNI KAMBOJ, LECTURER (MMIM), M. M. UNIVERSITY, MULLANA, AMBALA

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 Vick’s Vaporub but there is no
doubt that it is the no 1 cough & cold brand in India.

Mr. Amit Dwivedi Research Scholar, Jodhpur National University, Jodhpur, Rajasthan (India)
OTC or Over-the-counter drugs/medicines are those drugs for which no prescription is require from
any healthcare professional/ doctor. This can be purchased from any retail medical store, pharmacies
or other retail outlets. These medicines are often used for treatment of minor ailments such as
heartburn and pain relief, though there is a large possibility of adverse side effects and casualties. That
is why big giant FMCG companies or retail outlets like HUL, ITC etc. are also showing their interest to
invest in the profitable OTC drugs market. The main reasons of rapid growth of the OTC drugs
market are easing affordability, time shortage and competitive environment. The main challenges for
slow growth of OTC drugs market is low penetration in rural areas, literacy rate and above all
traditional home remedies across the country.

Amit Banerji & Tarun Jain

Vicks Vaporub has been the market leader in Vaporub industry in India for long. It has ensured that
competition does not creep up by considerably reducing its cost of marketing and distribution. However
there is still a considerable share of the market that needs to be tapped by Vicks Vaporub. This study
analyses the scope and viability for Vicks Vaporub to acquire this untapped segment. Due emphasis has
also been laid to study those factors which exist in this segment and the strategy needed to be devised to
deal with the potential competition which they pose.

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5. SUMMARY OF DATA COLLACTION:

RESPONSES

I am aware of the brand vicks

Strongly disagree

strongly agree

Neutral

Disagree

Agree

0 10 20 30 40 50 60

vicks don't have any side effects?

Strongly disagree

strongly agree

Neutral

Disagree

Agree

0 10 20 30 40 50 60

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frequency for parches of vicks is regular ?

strongly disagree

strongly agree

neutral

disagree

Agree

0 10 20 30 40 50 60

vicks provide long lasting relief without

any social misfit and can be continue with
normal life?

strongly disagree

strongly agree

neutral

disagree

0 10 20 30 40 50 60

vicks provide the basic functions of cold

relief compare to other brand in the
category of whole remedy?

Strongly disagree

strongly agree

Neutral

Disagree

Agree

0 10 20 30 40 50

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vicks gives the feelings of warm ?

strongly disagree

strongly agree

neutral

disagree

Agree

0 10 20 30 40 50 60

product of vicks are useful for all age

groups?

Strongly disagree

strongly agree

Neutral

Disagree

Agree

0 10 20 30 40 50

vicks is reliable brand to parents since

decades ?

Strongly disagree

Strongly agree

Neutral

Disagree

Agree

0 10 20 30 40 50 60

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vicks is market leader in cold rub

category ?

Strongly Disagree

Strongly agree

Neutral

Disagree

Agree

0 10 20 30 40 50 60

vicks is less irritating and more

comforting?

Strongly disagree

Strongly agree

Neutral

Disagree

Agree

0 10 20 30 40 50

vicks is quality product?

Strongly Disagree

Strongly agree

Neutral

Disagree

Agree

0 10 20 30 40 50 60

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vicks is otc product and easily available ?

Strongly Disagree

Strongly agree

Neutral

Agree

0 10 20 30 40 50

vicks products are economically price

comparatively?

Strongly disagree

Strongly agree

Neutral

Agree

0 10 20 30 40 50 60

I recommend use of vicks to others?

Strongly Disagree

Strongly agree

Neutral

Disagree

Agree

0 10 20 30 40 50 60

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Apart from vicks you would like to use

products like amrutanjan balm?

Strongly Disagree

Strongly agree

Neutral

Disagree

Agree

0 5 10 15 20 25 30 35

vicks have strong emotional impact of

caring in the mind of consumer?

Strongly…

Strongly…

Neutral

Disagree

Agree

0 10 20 30 40

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6. CONCLUSION AND RECOMMENDATION:

Conclusion:

 We have conclude that there are strong reasons for importance of branding in case of OTC

product due to untapped rural market, direct to consumer approach, awareness for self

medication, value for money concept, push to pull concept, purchasing power parity, Patent

expiry, Low price control, Wider distribution channel, Prescription to OTC switches.

 We have concluded that the success of the Vicks as a brand can be attributed to its positioning,

targeted to all age group of people with different innovative product through different brand

slogan at span of time period.

 In addition to the above Vicks simultaneously increasing its market share by indulging in to the

intensive promotional and coming with the innovative product according to market demand at

economical price available widely.

 It has been concluded that Vicks is identified as multi symptom relief product fall under the

category of Cold remedy with strong brand awareness having proper linkage to various usage

situation and cues in the minds of the customer.

 Vicks is a reliable, trustable and economic brand who created a unique positioning in to the

mind of the consumer.

 Vicks is the market leader brand under decongestant market and have a strong brand

association for all age group of people.

 Vicks is the consumer friendly brand having strong emotional attachment with the consumers.

 From the results we concluded that the respondents are neutral regarding the awareness of all

the products under the brand name Vicks.

Recommendations:
 From the conclusion we recommend that P & G shall be come with corporate branding or

Family branding to make customers aware of all the products under the brand name Vicks.

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7. ACKNOWLEDMENT
This report bears sincere thanks to several people who have made contribution towards its completion. We
take this opportunity to thank our college to provide us this opportunity to make a project on “BRANDING
OF OTC PRODUCT & A STUDY TO ANALYSE THE VICKS BRAND BY CUSTOMER BASED
BRAND EQUITY MODEL”We would like to gratitude all the people who have helped us throughout the
project. We are extremely grateful to our respected Dean/Director Dr Bijal Zaveri, for assigning this project
to us. The project helped us to gain useful knowledge about the working of the corporate world. She navigated
us throughout the course of this project and under his guidance, We were able to carry out the project and
prepare the report. At last, I would like to acknowledge my parents, family members, friends who have been
acting as a ceaseless source of inspiration at every moment.
I am highly obliged to all those who helped me out in completing in project….

8. REFERENCES
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3. http://www.ehow.com/facts_5251376_history-vicks-vapor-rub.html
4. http://www.moneycontrol.com/annualreport/proctergamblehygienehealthcare/directors-report
5. www.marketingpracticeblogspot.com
6. www.fmcgblogspot.com
7. www.brandchannel.com
8. http://hubpages.com/hub/Top-100-Brands-of-India
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14. Introduction to Vicks: http://www.scribd.com/doc/8156712/Vicks
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