An Introduction

The American Marketing Association offers this definition to marketing:

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”[2]

The Vicks Timeline - A Century of Caring

Vicks VapoRub falls in the category of Over-The-Counter medication for Cold and Flu. It is a leader in this category with the largest market share in the OTC category.

Lunsford Richardson, the maker of Vicks first produced a salve for pneumonia in the 1890s. He reworked his model until he came up with the VapoRub, as we know it. The Spanish flu in 1918 sky-rocketed Vicks' sales and over-night it became a success.

Vicks' entry in the Indian Market was in 1951, and was later purchased over by Procter & Gamble... it has since been the leader. [3]

...This familiar aromatic cream in blue and green tins and tubs toppled over Indian brands (in the same category), Auyrvedic medicines, tablets and home remedies. 

All because it positioned itself just right.
                                                         - Gurcharan Das,
                                                            Marketing Controller
                                                            Richardson Hindustan Ltd

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This diary will document Vicks VapoRub's interesting story on the highs and lows, market blues and greens and the legacy and vision Vicks offers its customers. That is to say, I hope to apply the lessons learnt in our Marketing Tutorials to this blog.

[2] http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=M

[3] http://www.vicks.co.in/about/