PBM – Assignment 3

David Aaker’s Advertising Exposure Model applied to

Vick’s Vaporub (Product) and Vodafone (Service)

Group:
1. Harish Dunakhe33310 5. Nirajan Kulkarni 33330
2. Prasad Junnarkar 33317 6. Kalpita Mirwankar 33332
3. Sushil Kaswa 33324 7. Sagar Sathaye 33345
4. Sunil Kolvekar 33328 8. Aditya Satpute 33346
David Aaker’s Advertising Exposure Model: Route 1

Awareness / Familiarity with Brand

Inference on Brand attributes and benefits

Ad Brand Purchase
Creation of brand image and personality
Exposure Behavior

Association of feelings with the brand

Linkage of brand with peers

Vicks Vaporub – History and Background

• Richardson Hindustan Limited (RHL) was formed in 1969

• RHL was given an Industrial License to undertake manufacture VICKS range of
products such as Vicks VapoRub, Vicks Cough Drops and Vicks Inhaler.
• In June 2002, Procter & Gamble Hygiene & Health Care Limited announced the
launch of New Improved Vicks VapoRub
• This provides multi-symptom relief from the six symptoms of cold, namely –
blocked nose, cough, body ache, headache, muscle-stiffness and breathing difficulty.
• The medicinal properties of New Improved Vicks VapoRub’s ingredients nilgiri
(eucalyptus oil), pudina (menthol) and kapoor (camphor)
• To provide faster, longer-lasting relief from these six symptoms of cold.
• Vicks VapoRub is available in five pack sizes of:
50gm jar, 25gm jar, 10 gm, 5 gm and 2gm dibbi.
David Aaker’s Advertising Exposure Model: Route 1

• First branded and oldest

cold rub available in India
• Recommended by doctors
• Advertisements have a high
emotional quotient
• It is an off the shelf
medicine (non-prescribed
drug)
• Consistency in brand image
over the years
• Available in almost each and
every household
David Aaker’s Advertising Exposure Model: Route 1

• No side effects (except in

some cases reddening of the
area where it is applied)
• Has a quick effect
• Easy to carry
• Is useful for and used for all
ages
• It has a good smell that
communicates “curing
effect”
David Aaker’s Advertising Exposure Model: Route 1

• Advertisements
concentrated on a parent-
child relationship
• Communicates the “caring &
loving” nature
• Communicates that it has
“no side effects”
• Also communicates how it
should be applied and where
it should be applied.
• Personality is a Mom or
Parent who knows what
exactly her child needs
David Aaker’s Advertising Exposure Model: Route 1

• The “caring & loving” nature

• Cure for common cold =
Vicks Vaporub is the
equation in India
• Safe, quick and easily
available
David Aaker’s Advertising Exposure Model: Route 1

• Brand has been linked with

caring parents, especially
moms.
• This communicates that the
product will take care of you
like a mom takes care of her
child.
• Interestingly Vicks Vaporub
does not use Doctors in its
ads the way many other
health care products do.