The umbrella branding strategy for its products has helped it to create th
at 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
at 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, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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