Vicks

Throat Drops

Vicks Throat Drops

was relaunched in May 1993 after a gap of 5 years.

Drop

Candy

Stork

Halls

Vicks

Throat Drops

Throat Drops

Throat Drops

Throat Drops

Established in 1837, Procter & Gamble Inc. began as a small family operated soap and candle company in Cincinatti, Ohio.

In 1935, the company

purchased the Philippine Manufacturing Corporation.

In 1985, P&G bought Richardson-Vicks Inc. and

later on launched a diversified line of

health care products.

Throat Drops

Medicinal

Candy

In May 1993, when Vicks Throat Drops was relaunched to the market, it was reclassified from a

medicinal throat drop to a candy.

1993

Confectionery

The menthol candy market was dominated

in the early 1990s by

Stork menthol candy.

Competition

Halls and Vicks were perceived by the market as

brands with quality and class that appealed to the

middle and upscale sectors of society.

Throat Drops

Throat Drops

Throat Drops

Throat Drops

Throat Drops

Throat Drops

Marketing Plan

Relaunch Vicks Throat Drops

•Market segmentation. Choose young professionals, class C-D, primarily those who work graveyard shifts in call centers.

•Product. V Mints hard candy

Throat Drops

• Place. Convenience stores (7-Eleven, Mini Stop, Watson’s), department store check-out counters, sari-sari stores, groceries, supermarkets

• Promo. Tie-up with magazines such as Preview (for women), and Garage (for men) by giving sample packs; contests in Facebook; Social Media advertising; TV, radio, billboard advertising campaign

Throat Drops

a. Product Positioning -Choosing the hard candy market -Premium brand

b. Customer Satisfaction StrategyHow to satisfy – Make size fit buying patterns of consumer, and place in convenient locations for easier access to the product

Throat Drops

c. Preferred Brand Strategy Rebranding - Improve Agency performance

-Change name: Use V Mints by Vicks. -Change packaging: Highlight trademark triangular shape of Vicks, and update the look

Throat Drops