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Case
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Reference no. 9-582-039
Subject category: Marketing
Authors: George S Yip (Harvard Business School); Jeffrey R Williams (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1981
Version: 28 June 1985
Length: 20 pages
Data source: Field research
Topics: Market research; Consumer marketing; Product development; New product marketing; Health
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Abstract

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:
United States
Industry:
Health care services
Size:
Revenues USD1 billion sales
Other setting(s):
1979-1981
Teaching note
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Reference no. 5-585-109
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1985
Version: 29 November 1985
Length: 46 pages
Data source: Field research
View full details
Case
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Reference no. 9-503-S75
Spanish language
Subject category: Marketing
Authors: George S Yip (Harvard Business School); Jeffrey R Williams (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1981
Version: 28 June 1985
Length: 23 pages
Data source: Field research
Topics: Consumer marketing; Health; Market research; New product marketing; Product development; Product positioning
View full details
Supplement
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Reference no. 9-589-008
Subject category: Marketing
Authors: Thomas Kosnik (School of Engineering, Stanford University)
Published by: Harvard Business Publishing
Originally published in: 1988
Version: 8 September 1988
Length: 23 pages
Data source: Field research
Topics: Market research; Consumer marketing; Product development; New product marketing; Health; Product positioning
View full details

About

Abstract

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:
United States
Industry:
Health care services
Size:
Revenues USD1 billion sales
Other setting(s):
1979-1981

Related

Teaching note
-
Reference no. 5-585-109
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1985
Version: 29 November 1985
Length: 46 pages
Data source: Field research
View full details
Case
-
Reference no. 9-503-S75
Spanish language
Subject category: Marketing
Authors: George S Yip (Harvard Business School); Jeffrey R Williams (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1981
Version: 28 June 1985
Length: 23 pages
Data source: Field research
Topics: Consumer marketing; Health; Market research; New product marketing; Product development; Product positioning
View full details
Supplement
-
Reference no. 9-589-008
Subject category: Marketing
Authors: Thomas Kosnik (School of Engineering, Stanford University)
Published by: Harvard Business Publishing
Originally published in: 1988
Version: 8 September 1988
Length: 23 pages
Data source: Field research
Topics: Market research; Consumer marketing; Product development; New product marketing; Health; Product positioning
View full details