Vicco Laboratories was founded in 1952 in Mumbai, India and produces Ayurvedic personal care products. It has production facilities in India and exports products to over 50 countries worldwide. Some of its key oral care products include Vajradanti powder, paste, and sugar free versions. It also produces skin care creams containing turmeric that are marketed for their antiseptic properties. Vicco Vajradanti paste is an Ayurvedic toothpaste containing extracts from 20 herbs and barks. It is targeted towards lower and middle income consumers in rural India and is positioned as strengthening gums and teeth.

1. SYNDICATE -
MARKETING
MANAGEMENT
FACULTY - Prof. M. Yaseen

3. Headquarters
Bhoiwada Parel,
Mumbai,
Maharashtra, India
Key People
Sanjeev
Pendharkar
(Chairman)
Subsidiaries
Vicco Laboratories

4.  Founded in 1952 by late Shri K.V. Pendharkar, the VICCO Group has
emerged today as makers of the best internationally known products of
the Ayurveda, the ancient Indian system of natural medicines.
 Having production units at Dombivli, Nagpur and Goa in India.
Under the able guidance of Shri. G.K.Pendharkar, Chairman, the
company has established strong foothold in almost every developed
country in Asia, Europe, America, Africa and Australia.
 Exports
VICCO has been successfully carving out a niche for itself in the field of dental &
skin care globally. The company is exporting its products to countries like U.S.A.,
Canada, Mexico, Surinam, Africa, Mauritius, Fiji, Saudi Arabia, Kuwait,
U.A.E., Qatar, Oman, U.K., Germany, Holland, Italy, Cyprus, Srilanka,
Hongkong, Singapore, Malaysia, West Indies, Iceland, Australia, New
Zealand, France amongst others.
Source :

5. • Vajradanti Powder
• Vajradanti Paste
• Vajradanti SF(Sugar Free)
• Turmeric Skin Cream
• Turmeric WSO
• Turmeric Skin Cream in Shaving Cream
Base
• Narayani Cream
• Turmeric Skin Cream with Foam Base
Source : http://www.viccolabs.com/index.php

6. Vicco Vajradanti Paste
 Parent Company
Vicco
 Category
FMCG
 Sector
Oral care
 Tagline/ Slogan
“Ayurvedic jadi bootiyo se bana sampoorna swadeshi”
 USP
Contains the pure extracts of 20 herbs and barks, tested over generations, that
have been blended into a potent combination that not only cleans teeth, but also
protects and strengthens them

7.  STP
Segment
Medicated toothpaste
 Target Group
Lower and middle class in rural areas
 Positioning
Gives strong gums, which makes the bite mighty, which no cosmetic
toothpaste can ever give.

8. Strength
1. Strong brand recall- it being amongst the first to advertise, sonic branding
has been very successful, people still remember it by its jingle
2. Totally Ayurvedic enriched with natural do-good ingredients
3. A multipurpose cream that not only protects skin from damage through
pimples etc. but also revitalizes the skin
4. Good availability and distribution due to strong parent brand
5. Strong legacy of the brand makes it very popular amongst the consumers
Weakness
1. No new advertisements for the product, the effect of old ads have faded
away by now
2. It is comparatively high priced and not many SKUs at different price points
are available
3.The antiseptic proposition is alone not sufficient to compete in mass market
skin care category

9. Opportunity
1. Introduce brand extensions to occupy more shelf spaces and
increased visibility
2. Start fresh advertisements with the same jingle to establish its
position back into consumer minds
3. Making it available in smaller SKUs and at varied price points will
help increasing the consumer base
Threats
1. Intense competition leading to frequent value for money deals &
discounts
2. Distribution problems due to the cluttered segment & scattered
market
3. Spurious look-alike brands

10. PRODUCT LIFE CYCLE

11. REWARDS