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Case
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Reference no. 9-503-S75
Spanish language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 1981
Version: 28 June 1985

Abstract

This is a Spanish version. The Vicks Health Care Division lacks a solid form entry in the OTC colds care category and has developed a 'me-too' product. The main issues are whether there is an opportunity for the product, and, if so, how it should be positioned. Main teaching objectives are to use market research data as input for assessment of market opportunity and development of product positioning.
Location:
Size:
USD1 billion sales
Other setting(s):
1979-1981

About

Abstract

This is a Spanish version. The Vicks Health Care Division lacks a solid form entry in the OTC colds care category and has developed a 'me-too' product. The main issues are whether there is an opportunity for the product, and, if so, how it should be positioned. Main teaching objectives are to use market research data as input for assessment of market opportunity and development of product positioning.

Settings

Location:
Size:
USD1 billion sales
Other setting(s):
1979-1981

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