Assignment -2

Segmentation, targeting and positioning

strategy of
vicks vaporub

Submitted to:
submitted by:

Mr. Mithun kumar guha

vikramjit singh

Lsm
roll no- B37
Section – s1003

Vicks vaporub market segmentation

In 1950’s Procter and gamble was deciding to launch vicks vaporub as a balm.
There are only four or five products available in balm market. But in India,
balm is multipurpose which satisfy many needs of consumers. But vicks does
not have such qualities. In other countries it used as a simple rub balm used
during cold. So it is not easy for vicks to launch vicks vaporub as a simple rub
balm India. Technically and therapeutically the formula of vicks vaporub is
such that it can be used as a multipurpose ointment for cold, ache, sprains and
incest bites. But vicks decided to launch vicks vaporub with the same concept
worldwide as a rub balm for cold. But stick to this only purpose will limit its
use. But after seeing the typical Indian consumers really care for their children
and the health of their children is their prime concern, they decided to launch it
as a rub for child’s cold. This is the best way for them to enter the Indian
market. At that time they only segmented the children for their product. And
even the composition of vicks vaporub is mild and more effective on children.
They also know that it is very frustrated for the parents to see their children
suffering from cold. Moreover, watching their children’s sleepless nights made
them restless. And at that time all other balms are used all time during the day,
they launched vicks vaporub as a balm used during night. But after some time
they also targeted adults.

Demographic segmentation of vicks vaporub

Demographic Components
variables

Age Children, adults and old age

Family life cycle Bachelors, young couples with small children, young
children, grown up children etc
Gender Male and female
 Occupation any
Income group any
The main segmentation of vicks vaporub is on the basis of age.

Vicks vaporub print advertisement

In the above print ad we can easily see that the segment on which vicks vaporub is focusing
upon is children of small age. The above advertisement it is shown that by using a tablet a
child get relief for only 4 hours, but when his mother applied vicks on his chest than the relief
is for continuous ten hours.

Targeting

Previously vicks vaporub is targeting the children. But in order to increase

their market in India they did some additions in their product. They main
reason of this is targeting the youth section of the market. They made the
product such that it can be used both by children, youth and old age customers.
When vicks vaporub enters the Indian market there are very few players in the
same product. Some of the leading brands amongst them are Amritanjan and
Zandu balm. These are the ointments are mainly for the young customers. The
challenge for vicks is to break their market share and for that they have to target
the youths in market. For that purpose they start make campaign to attract
customers towards