Vicco Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of Vicco analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Vicco marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Vicco.

Let us start the Vicco Marketing Mix & Strategy:

Vicco Product Strategy:

The product strategy and mix in Vicco marketing strategy can be explained as follows:

Vicco is one of the top Indian brands offering skincare, oral care, pain relief and more products. It offers wide range of offerings in its marketing mix product portfolio. Vicco’s skincare products include Skin Cream, WSO Cream and Mousturizer which claim to cure skin infections, spots, inflammations, blemishes, acne, burns, pimples, wounds and other disorders. They nourish the skin and enhance skin quality. They also provide remedies for dry, itchy skin, boils and bring a glow to your face. Vicco has also launched a foam-base cream for oily skin, blackheads and pimples. It has also started a shaving cream, with and without Sandalwood oil, which is an innovation in itself. Its skincare products include Vajradanti paste, powder and SF paste. These are specially for swollen gums and bleeding gums as well. Its SF paste is a special one with no added sweetners. All these products are made from natural herbs and cure pyorrhea and tooth decay. Vicco’s pain relief comes in three forms- Narayani’s spray, paste and gel. It offers convenience at your doors. It is helpful in treating bodyache, joint pain, cold, cough and muscular pain.


Image: company website


Vicco Price/Pricing Strategy:

Below is the pricing strategy in Vicco marketing strategy:

Vicco’s products are on the higher side as compared to its contemporaries.

This is due to the use of natural and herbal products. A lot of cost is generated because it ensures the ingredients used are authentic and there is no compromise on quality. Due to this, Vicco has earned the trust and goodwill of its customers. However, the prices are competitive enough for the brand to have a strong market share.


Vicco Place & Distribution Strategy:

Following is the distribution strategy of Vicco:

Vicco brand has positioned itself as completely natural, using Ayurveda and its numerous benefits as its foundation. It had a first mover’s advantage in this field and has a loyal customer base, who believe fully and whole-heartedly in Ayurveda. However, Patanjali has harmed its loyalty to some extent. It has confused a few people on whether it’s more of a fairness cream or for medical treatment. Vicco has a strong distribution network as a part of its marketing mix distribution strategy.

The brand and its products are available at retail stores, grocery outlets and even online.


Vicco Promotion & Advertising Strategy:

The promotional and advertising strategy in the Vicco marketing strategy is as follows:

Vicco has stuck with conventional advertising with women discussing their skin problems and finding Vicco as the best they can have. Off-late, there is no promotion campaign of this brand, which is partially a reason for their losing market share. It is an ideal example of marketing myopia by using similar packaging, advertisements and the same approach without knowing what the customers want. Thus, this showcases the marketing mix of Vicco.


About Vicco:

Vicco laboratories was started in 1952. It is known for utilizing the advantages of Ayurveda to full effect, even when other contemporaries resided to using foreign resources. After its success in the Indian subcontinent, it expanded internationally and promoted Ayurveda throughout the globe.

It is the first Ayurvedic brand in paste and powder. Vicco operates in three sectors- skin, oral care and pain relief.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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