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Supplement
-
Reference no. 9-582-040
Subject category: Marketing
Authors: George S Yip (London Business School (LBS)); Judith Williams (Crewe & Alsager College of H E)
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; Product positioning
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Abstract

Reveals that Vicks chose a multi-condition positioning for the product. Describes testing of name and concept, and extensively reports on a four-city test market. Students are expected to evaluate both the design and results of the test, and face options ranging from termination to going national.
Location:
United States
Industry:
Health care services
Size:
USD1 billion sales
Other setting(s):
1979-1981
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
Compact case
Case
-
Reference no. 9-582-041
Subject category: Marketing
Authors: George S Yip (London Business School (LBS)); Judith Williams (Crewe & Alsager College of H E)
Published by: Harvard Business Publishing
Originally published in: 1981
Version: 28 June 1985
Length: 5 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

About

Abstract

Reveals that Vicks chose a multi-condition positioning for the product. Describes testing of name and concept, and extensively reports on a four-city test market. Students are expected to evaluate both the design and results of the test, and face options ranging from termination to going national.

Settings

Location:
United States
Industry:
Health care services
Size:
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
Compact case
Case
-
Reference no. 9-582-041
Subject category: Marketing
Authors: George S Yip (London Business School (LBS)); Judith Williams (Crewe & Alsager College of H E)
Published by: Harvard Business Publishing
Originally published in: 1981
Version: 28 June 1985
Length: 5 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