Publications
Publications
- October 1981 (Revised June 1985)
- HBS Case Collection
Vicks Health Care Division: Project Scorpio (A)
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.
Keywords
Product Positioning; Health Care and Treatment; Product Launch; Market Participation; Health Industry
Citation
Yip, George S., and Jeffrey R Williams. "Vicks Health Care Division: Project Scorpio (A)." Harvard Business School Case 582-039, October 1981. (Revised June 1985.)