Speaking on the occasion, P&G Hygiene and Health Care Ltd chairman Bharat Patel, said: As a part of our brand-building efforts, we have also rolled out an upgraded version of Vicks VapoRub.
According to Mr Patel, to lend a thrust to the brand at the rural-end, the company has kicked off extensive van marketing initiatives along with targeted mass merchandising programmes.
The company will also be actively exploring additional smaller towns and rural pockets to drive the presence of the brand in the healthcare category.
Added Mr Patel: The company has evolved Vicks from merely a cough and cold brand to a basket of cough and cold relief products. Pointing to a survey conducted by National Family Opinion-Market Bureau Ltd (NFO-MBL), the company informed that the consumers rated positively New Improved Vicks Vaporub on parameters of fast relief and long lasting relief.
The company has recently decided to outsource the manufacture of Vicks VapoRub to contract manufacturer Maksons Ltd, Hyderabad, in an effort to export at more competitive rates. According to Mr Patel this arrangement will help P&G achieve cost-efficiency. It will continue to manufacture for domestic sales at its plant at Kundaim, Goa.