Vicks VapoRub has been the market leader in the 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 the company. This study analyzes the scope and viability of Vicks VapoRub to acquire this untapped segment. Due efforts have also been made to study those factors which exist in this segment and the strategy needed to be devised to deal with the potential competition. The study is based upon a survey of the distribution channel of Procter & Gamble through which Vicks VapoRub is marketed. The selection of dealers has been at random, and a sample of 30 dealers has been surveyed in both Jodhpur and Agra, covering western and northern India respectively.

With the number of market players going high and the margins of profit falling down rapidly, the future in the industry is not ambiguous but clear. Compete or exit. It is not just one company or an industry that is facing this unbearable pressure to perform. Market is no more governed by sentiments. It is your competence and ability to perform better than expected that allows you to survive. Even for that matter, the great marketing guru Kotler would be forced to give second thoughts to his earlier stand and think of something for the fate of those firms who afford to ignore their competitors or those who cannot match them.

Thus, it is not only advisable but also mandatory to design a competitive policy so as to not only protect but also perceive, analyze, keep track and also retaliate when required against all sorts of competitive decisions taken by the other players. The aim and essence is simple. Be firm on your stand and do not be distracted by the actions of other players unless there are too many exceptions noticed.

industry, market, dealers, distribution, company, competition, marketing, VapoRub, Compete, afford, margins, ambiguous, leader, viability, analyze, retaliate