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Vicco Laboratories: Designing a Strategic Road Map

CASELET, STRATEGIC MANAGEMENT
Institute of Management Technology, Nagpur, 4 Pages

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Vicco Laboratories: Designing a Strategic Road Map

 

The late K V Pendharkar founded the Vicco Group (Vicco) in 1952. The promoters of the company aimed at introducing consumer products with traditional Indian medicinal properties. Over the years, Vicco carved a niche as a maker of distinct ayurvedic (herbal) products in India. The best-known products of the company today are Vicco Vajradanti tooth powder, Vicco Vajradanti toothpaste, ‘Vicco Turmeric’ skin creams and ‘Vicco Narayani’ pain relief cream (Exhibit I).

Presently, the Vicco Group’s annual turnover is INR400 crore and the sale of its Vicco Vajradanti toothpaste account for 4% of the country’s toothpaste market. Vicco  Turmeric was the first-ever herbal fairness cream launched in India. The pioneers of this fairness cream were successful in building the product’s brand image as  natural and ayurvedic product in the minds of its consumers.......................

Teaching Note Preview

Vicco Laboratories: Designing a Strategic Road Map

 

Synopsis

This caselet is about the challenges faced by Vicco (Vicco) Laboratories, a veteran ayurvedic products (herbal medicinal) brand from India. The brand is losing its significance in Indian markets due to issues like incorrect positioning and lack of clear marketing strategy. The caselet is apportioned into four sections:

  • • About the company
  • • Strategic Analysis of Vicco Products
  • • Customers Mapping of Vicco Brand
  • • The Challenge of Brand Revival

 

Expected Learning Outcomes

  • • To understand how to develop marketing strategies for reviving a brand
  • • Competitor analysis under changing market scenario

 

Case Positioning and Setting

  • • The caselet can be used at both undergraduate and post-graduate level courses mainly for subjects like Strategy Formulation, Strategic Brand Management and Strategic Marketing
  • • This caselet is best suitable to be taught in a single session of 90 minutes. The caselet can be used to demonstrate use of Segmentation, Targeting and  Positioning (STP) approach to analyze potential revival of an established yet dormant brand

 

Assignment Questions

  • I. Discuss the factors, which have led to sluggish growth and loss of market share for brand Vicco and design a new Segmentation, Targeting and Positioning (STP) approach for the brand.
  • II. Carry out competitor analysis using the Ansoff ’s Matrix to discuss the position of brand Vicco as compared with its market competitors.
  • III. .................


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Abstract

This caselet enables a discussion on the challenges faced by Vicco (Vicco) Laboratories, a veteran ayurvedic products (herbal medicinal) brand from India. The brand is losing its significance among Indian consumers due to issues like incorrect positioning and lack of clear marketing strategy. An unprecedented rise of several medium and large players in Indian herbal product market has posed a severe threat to Vicco’s traditional business model. Rapidly decreasing market share and falling  revenues for its flagship products is a cause of concern for top management of the group. In order to regain its lost glory the company needs change its strategic  direction and revive its marketing strategies to survive the onslaught of competition from bigger players like Patanjali and Dabur. The caselet evaluates possible options available to overcome dilemmas faced by the management of Vicco.



Pedagogical Objectives
The caselet is structured to achieve following teaching/learning objectives:

  • To understand how to develop strategic roadmap for reviving a traditional brand
  • To conduct a competitor analysis under dynamic market scenario

Case Positioning and Setting
This caselet can be used at both undergraduate and post-graduate level courses mainly for subjects like Strategy Formulation, Strategic Brand Management and Strategic Marketing



This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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