Vicks B

Exhibit 1

Clearly displays it’s positioning which is multiconditional

Less information on package , easier for user to pick

Font large : clearly mentioned 3 condition ( cold , sinus, allergy)

Exhibit 3

This experiment is seriously flawed – the cities used in Moderate level plan and high level plan are
different. Therefore they are not comparable. Data not valid.

Exhibit 7

Consumers have cross purchased and keep a stock of medicines at home ( therefore they won’t buy
immediately ) Will buy VV3 when the stock runs out of their existing meds – therefore extent of
market trial needs to be extended to clearly check effectiveness. ( count market trial months)

Exhibit 8

18% of VV3 triers and 16% of VV3 acceptors have Dristan in their homes compared with only 12 % of
the national sample.

Total VV3 Trier and Acceptors sample are heavy mediators ( hypochondriacs) and are not
representative of the US sample ( see National Total random sample)

Exhibit 9

Top Two Box Repurchase interest in VV3- Flaw with exhibit 9 , 161 out of 207 were females
( unrepresentative sample)

 NOTE : small base. Results cannot be generalized (207 triers, 46 males)

VV3 triers who have suffered from 3 conditions in the last year, highest on repurchase interest 54%.

Exhibit 10 : Respondents saying VV3 *Best* for specific qualities

VV3 triers:

A) Aware that VV3 does not cure *cold with cough* - aware about the ingredients of VV3 in
Phase 2 . (-12) – does not contain cough suppressant
B) VV3 triers realized that it is not *good value* for money by phase 2 ( -10) because it is more
expensive than Dristan 50 tablets $ 3.89- VV3 40 tablets , $ 3.89.
C) Surprising that they said that it does not provide fast acting relief. It’s ingredients are at
maximum par with other medicines and contain analgesic , decongestant and antihistamine.

Exhibit 11

Copy testing history.

Flaw identified – Neither Vicks division has ever used Assessor before so it’s results were not
reliable . Therefore results projected of the copies was not valid. ( family alternative in Market test –
10.5 %, while Assessor projected a 29.5 %)

Exhibit 12

Conditions mainly thought of for VV3

Coughs without cold – Aware non triers ( 20 %) has wrong perception about VV3 – it does not cure
cough as it doesn’t have decongestant , confusion may be there because VV3 is sold as a cold remedy
( automatic association of cold with cough)

Flu – Aware Non triers ( 19%HL , 20 % ML ) had wrong perception. They were unaware that Flu is a
different condition than Cold. VV3 a remedy for cold , sinitis, and allergies only .

Exhibit 13

Ingredients thought to be contained in VV3

Wrong perception that it contains Cough relievers (50% HL, 55% ML) –VV3 contains no cough
suppressant, wrong perception may be because it is being advertised as a cold remedy ( cold
associated with cough)

Significant – 82 % in HL aware and 74 % in Moderate level are aware that VV3 doesn’t contain
ingredients to make the trier sleep . This is surprising since 27 % of respondents out of 761
associated aspirin type products to be a remedy of inability to sleep.

Exhibit 5 : time period too short to gauge awareness leading to trial ( it takes some time to convert
awareness into trial or conversions – only 11 months period of Market Test seen .

** it would be beneficial to prolong the period to see real results

Flaw with Assessor results (too optimistic) - 1st time usage by Vicks division So distorted Data?

Exhibit 6

It is important to distinguish the Aware non triers from the VV3 triers but rejected and the previous
can be Turned into a VV3 buyer . HL aware non triers most likely to purchase VV3 = 17% , ML = 11% .
This shows that the moderate level promotional activities are not effective in *conversion* of non
triers into triers ( make them purchase) wrong methods used ? E.g samples in Mail. ( it’s a medication
, only junkies will try medicines from mail) , majority unaware of coupons of VV3 etc.