Case Study Marketing: Nyquil

Case Study merchandise NyquilNyquil is a brand of over the envision medicine produced by Vicks, which is a division of the Procter and Gamble Company. This dose comes in form of syrup and naiant capsules and tablets that ar apply to for the treatment of a wide range of cold symptoms.Marketing of Nyquil is done both(prenominal) in the domestic grocery and internation solelyy by the Procter and gamble by it Vicks subsidiary that it bought from Richardson Vicks in 2005.Vicks is known public widely for its trade of mark consumer health care produces. Be fore its science by PG the Vicks Company had much than thirty subsidiaries all over the humanity some of which were acquired by PG too. One of them is the India Richardson Hindustan Limited (RVL) Company that has greatly contrisolelyed in the manufacturing and distribution of the Nyquil drug (Richardson Vicks Inc. (RVI)).Nyquil is the numeral one drug recommended by pharmacists for night clipping magazine easing of c old among adults and it is available in more than 70 countries within five continents where its distributed by varied PG distributors.Drug distributors in pharmacies, political science and private hospital and pharmaceutical companies get their Nyquil drugs shipped to their countries with the by the manufactures and the Subsidiaries of PG pharmaceutical products. This corporal distribution of the drug is done through a well unionized supply chain that openings from the manufacture to the consumer. The purchasing of this drug gage each be done by physically visiting the pharmaceutical companies or by placing online bids through website like Amazon.com and Vicks.com Some pharmaceutical companies that dont produce the Nyquil drug act as the distribution centers by buying the drug in bulk from Vicks union and other pharmaceutical associated with PG and they repackage it with direction and permission from the manufacturer. much(prenominal) companies employ sales agents who sell the drug either directly or through the internet. They market Nyquil to the wholesalers, private buyers, hospitals and some sentences to selected retail dealers. The wholesalers buy from such companies, break the bulk and redistribute the drug to the retail sellers in pharmacies and petite private hospitals. This multi channel distribution of Nyquil has made it easy to export the drug to various markets all over the world.The selling of the Nyquil drug has for the longest of cartridge clip been assisted by its brand strength. Mention Nyquil to any American and they pass on beneathstand what you are taking rough. In fact it could equally curb as the most ab wontd cold over the counter drug since it has a sedating effect on its user. Widespread television radio and photographic print advertizement puddle helped create product knowingness and created reportl market exposure for the drug. The perspicuous athletics of Nyquil was tested for the first time in 1966, and officiall y launched into the market in 1968 with several television and magazine advertisement and recommendation from the medical world. Consequently, Procter and Gamble used $ 17 million dollars to advertise liquid Nyquil during its launch in 1980(New York Magazine 12 Vol. 24, No. 38) merely more, Nyquil has become a putting green name to most house holds in American households and its the mostly recommended over the counter drug for remedying cold symptoms. Its motto that calls it The nighttime, sniffling, sneezing, coughing, aching, beat bug pop-sleep-you-ever-got-with-a-cold medicine is an eye catcher for anyone displaying the mentioned symptoms of a cold. With this slogan comes a tilt of Nyquil variation, each tailored to the different formulations on offer. More over the Nyquil gas medication is available in ranges of the Soothing Original, Soothing scarlet, and Vanilla Cherry Swirl.The earliest marketing of Nyquil as well created a niche market for it as the best night time relieve for cold since it has an ingredient that makes individual drowsy and help him sleep peaceful. This quality of Nyquil was earlierly limited reviewd by those who didnt postulate to use a cold remedy with the intention of sleeping immediately. To oppose the drugs niche and retain her nodes Vicks company came up with Dayquil, a daytime counter part of Nyquil which does non contain the sedating ingredients or alcohol that is instal in Nyquil. Therefore, Procter and gamble s able to satisfy both the day time and night time consumers of effective cold remedy.Another marketing system used in the marketing of Nyquil is the use of Nyquil verifiers. This coupons which are distributed by either Procter and Gamble Sunday News Circular supplement called PG Brand Saver, from the physicians and allergists, hebdomadally circular of pharmacies like Walgreens and CVS or in third party Coupon Sites like Coupon.Com.These coupons enables to one buy Nyquil medication at a discounted n umber during a repeat purchase and are surviveing to attract and begin repeat buyers of the product. To make it easier for guests the coupons are available in clippable and printable online form, and so any person is able to vex them (Pharmacy Drug Guide.com).Another packaging strategy that was launched for this product in 2009 was the use of social media Face sacred scripture.According to the a guest review the most attractive thing ab turn up the Nyquil face book scallywag was that the introductory language used in it did not label to get you straight to the product but first told you about the rapscallion itself detailing the growing number of its fans in order to make individual feel like he was missing out on something. During the aforementioned(prenominal) period it had a free Nyquil T-shirt offer for the Nyquil customers who posted the best peaceful sleeping photos purported to confuse been taken after one had taken Nyquil for their cold.According to another blo gger, it took exactly 7 days for the number of Nyquil fans to grow from 30199 to 95,125 and in the next twenty four hours they had grown to a cardinal thousand. This kind of marketing has created an extensive exposure to the product and interested buyers from all over the world can easily access information on it. In effect, the approach has helped in creating wide spread product acquaintance and in beating the common mis opinionions that competitor sometimes spread about the product.Other than face book, marketers at PG use different Websites to advertise their product. For instance, Vicks.com is a website that gives product information on all the variations of Nyquil medication and any promotions concern in its purchase and where to shop for it. For instance, on the Nyquil and Dayquil product information page at that place is information on the availability of Combo packages of the drug and on the promotion page in that location is a promotional advert that asks mortal to S earch Nyquil on face book to enter the Vicks Nyquil/Dayquil search for the most dedicated NFL fan. The Promotion catch line is In the NFL on that point are no sick days. Such promotional activities are aimed at charitable the drug to the NFL fans (Vicks.com).The marketers of Nyquil bedevil similarly been known to market the product through creation of its demand. This kind of marketing plays on human psychology by using words that are attractive to the consumer. Most Nyquil advertisements Market it as a medication that that work while a person is sleeping. This is taken to mean that it does not interfere with a persons daytime schedule. This night time appeal combined with the fact Nyquil tablet comes in not wholly Tablet and capsule form but similarly in liquid form helped increase the demand for the product. In essence on that point fore Nyquil is perceived as the most potent cold medication. This is a bend approach that helps in attracting consumers to the product with out the manufacturer prodding them to do so. Although NyQuil contains 25% alcohol this remedy has become the gold mark of cold medication. However, the variation of Nyquil given to children solitary(prenominal) come in syrup form and does not contain any alcohol.When it comes to customer care, PG aims at providing the best for her Nyquil customers who are spread all over the world. The task of handling so many customers can be quite a logistic burden and man great power burden to one company. There fore, PG usually out-sources the customer care serve up from Public Relation experts on contract basis. This extra service complements and helps to anatomy up the customer skills displayed by PG personnels. For instance on June 30th, 2003 the company outsourced the customer care expertise of Syke Enterprises Incorporated on a five year contract at a cost of 70 million. Sykes, a reknown lusus naturae in provision of customer care services was to provide customer care management servi ces and help provide solution to the P G consumer problem and help save cost.Part 2Although the preceding(prenominal) marketing methods have helped open the sales gates for Nyquil some of them have achieved decreasing sustainability. For instance, in some cases PG has been accused of engaging in flagitious marketing strategies in the promotion of Nyquil. Example was in the late 2009 when PG got itself under the scrutiny of the Federal Drug Administration (FDA) for illegally touting two Vicks branded over-the -counter drugs, Vicks Nyquil positivist vitamin C and its day time counterpart Vicks daytime plus vitamin C as both a medication for cold as well as a dietary supplements. The marketing language used on this drugs said that they worked by combining the powerful multi symptom relief of Dayquil with more than 150% of the recommended value of vitamin. This was done as a marketing strategy during the time of a swine flu epidemic but FDA claimed that thither isnt well researched a nd verified material that shows vitamin C helps in prevention of colds. Consequently, the company was given 15 days to amend the violation (Straczynski).Market competitors of Nyquil have also critiqued the use of alcohol as an ingredient to the drug. This has led to the rampant(ip) abuse of the drug is search for the high that is derived from its overdose. Although its manufacturers tried remedying this problem by changing the formulation of this medication it realized that the sedating quality of the medicine was passive needed by those suffering from cold. This made customers abandon the New Nyquil in search for a drug with the qualities of the original Nyquil. Vicks was forced to revert butt to the old formulation but the Combat Methamphetamine Epidemic do of 2005 only allows regulated over the counter purchase of this drug.Another critique is in the use of social media where one is only able to access the Nyquil page through series of applications that asks for private inform ation that may point away potential customers. The Nyquil wall does not allow interactive involution of the fans and it fails on not engaging customers enough. Consequently, quite of using the platform to shut away their user they have reverted to the traditional marketing tactic where you are only allowed to see the product but you cannot comment on it. They forget that the number of fans on a social website page does not always depict to potential customers since some people just like them for nostalgic reasons. last although the drug has become a brand in America, it may have corresponding competition from other cold remedy manufacturers when it goes to outside markets. never the less most of the advertisement and promotional activities have been concentrated in America where there is already saturation of information. In consequence there the following remedial measures should be taken in marketing of Nyquil.Instead of the manufacturer constantly changing the drug formulati on due to its disputable sedating characteristics caused by the alcohol ingredient(Green 60), its marketers should be confident with the original Nyquil and market it as it is, since market research has shown that most initial consumers of this drug prefer it in its original form. Different formulation of the same medication erodes the consumer confidence in the product.Second, if the marketers of Nyquil plan to use social media network for marketing and advertisement purposes they should do it in a way that allows for consumer feed back. Lack of interaction creates neutrality and most potential consumers are likely to dislike the Nyquil page.3. Illegal marketing strategy that gives dissimulation information to consumers a marketing no-no that should be demoralized at any chance. Nyquil marketers should only advertise the truth about the product because customers may abandon the product when they find out that someone has been lying about it (Straczynski).This will happen due to reduced confidence in a product.4. Finally, if PG want to increase it sale of Nyquil to the market outside America, is should increase, it advertizing and promotional activities in these countries through its subsidiaries and distributors. This will accentuate the sales volumes curiously from the largely untapped market. research watch factors that enable embossmentResearch study factors that enable firstIntroductionResearch studies are congenital to the practice of social rub down. Social Work practice is extremely mazy and research studies allow social workers to develop theories and hypotheses that will help them control the root of the issues that their clients are experiencing. Academic record is vital for backing up the practices, policies and determine that underpin Social Work practice. Academic research not only benefits the social worker through the expansion of their knowledge but can also benefit clients and society at a form _or_ system of government level. In this essay I will be evaluating the research carried out by chocolate-brown and Harris (1984) in their book Social origins of feeling a study of psychiatric disorder in women, specifically on chapter 10, Social clan, provoke agents and drop-off. brown and Harris carried out this research to find out how tone events and social and pagan factors may adopt to the development of picture amongst women. I will briefly describe their study and their findings and then dissertate the methodology they used and the advantages and disadvantages of their methodology. I will also discuss how browned and Harris research is extremely important and influential for the practice of Social Work and how the study is still used today to show how social and cultural factors can lead to picture.Description of study and findingsThe study aimed to find out how social factors and liveness events lead to womens feeling. They sampled 458 women in the south capital of the United Kingdom area of Camberwell and surveyed them using clinical based interviews ( cook Harris 1984) on their daily lives and depression. brown and Harris aim to contest the wide spread belief that depression is more common amongst women of higher social kinfolkes, as asserted by previous studies carried out by sociologist Pauline Bart, psychiatrist Ernest Becker and psychologist Charles Costello. Brown and Harris study contests this idea that spirit grade women are more likely to develop depression as they found in their study of 458 women that it was much more common for those who were working class to develop a psychiatric disorder, depression in particular. They found that 23% of working class women were considered cases as opposed to only 6% of middle class women. They measured the social class of the women by the occupations of the womens husbands and when this wasnt available they used the occupation of the womens get under ones skin to determine their social class.In step-up to class dif ferences, Brown and Harris also looked at the five life stages which consisted of, three stages where women has a child at home with the youngest child being less than 6, between 6 and 14 and 15 and over. The remaining two life stages consisted of women younger than 35 where there was no child at home and women over 35 where there was no child at home. They found that in all life stages, working class women had a higher rate of depression than middle class women. Most notably, the highest percentage was of 31% for working class women with a child of less than 6 compared to 5% of middle class women.Brown and Harris found that depression was more prevalent amongst women of working class because there is greater vulnerability attached to working class. Vulnerability factors included escape of a confiding relationship, passage of mother before age of 11, unemployment, little housing and low finances. These vulnerability factors, which were more common amongst those women who were wor king class, were found to increase the chance of ontogenesis depression. Vulnerability factors, when combined with stressful life events, like divorce, illness and cobblers last, which Brown and Harris called provoking agents further increased the chances of developing depression amongst working class women as they are more defenceless with less support, financial and familial. These provoking agents or life events were ranked in severity by Brown and Harris, ranging from the most arduous being death to the least residence change. When social class is considered it is only severe events that show a class difference and then only among women with children (Brown Harris 1984) , for both working and middle class women without children 1 in 3 sense at least one severe life event in the year, however when considering those with children the number stays the same for working class women, 1 in 3 whereas it drops to 1 in 5 for middle class women with children, implying that middle clas s women with children are more protected from provoking agents that lead to depression.The study concluded that social factors and life events are cerebrate to depression. working class women were more likely to develop depression than middle class women in all instances showing that the peril of developing depression is linked to social class. Brown and Harris found that being from a lower class meant increased vulnerability and greater chance of being exposed to provoking agents than middle class women.Importance to Social WorkThe study by Brown and Harris has been marked for many years by a combining of imaginative flair and commitment to the rigorous testing of their ideas (Tennant and Bebbington 1978). This study is extremely important to social work practice as it providing a round point in looking at depression amongst women. The study provided an awareness of womens moral health. Before this study, most research focused on personality traits and experiences in childhood that linked women to depression, however Brown and Harris study was different in that it investigated the social and cultural factors associate to womens genial health. Its a truly important study as it accept that depression could be linked to social class and that life events or difficulties relating to social class could provoke the development of depression. Brown and Harris study is real important to the practice of social work as it provided a possible action of the relationship between social class or status and depression amongst women and a clear grounds that poverty is linked to depression. In addition to finding a link between class and depression, this study is also very significant to social work as it allowed for the broadening of perspectives. Before, there was a medicalised pretence or way of looking at depression and mental illnesses however this study allowed social workers to develop the social beat of depression, a thinking which challenged the medical m odel and looked for a much broader apprehensiveness of the reasons for depression.Furthermore, this study was connected to the growing awareness of womens unequal rank in society and in the family, so whilst it did not originate from womens rightist enquiry the study helped the evolving feminist movement which began to give women a vowelise in society. It also led to the development in the understanding of the demands of pity for children and the impact of the reduction in the extended family at this time. This study is very important to Social Work practice as it strengthened the fibre of social work with families and individuals who are in distress through residential district based practice. It also allowed women and mothers networks to strengthen as the study helped shine a light on the difficulties of being a mother, of experiencing different life events and the difficulties related to being working class. The study highlights the importance of social work values like an ti-oppressive practice that strive towards equality for women and the recognition that what women feel should be understand.Furthermore, this study is extremely important to social work practice as it allows social workers to understand the roots of depression in women. This study shines a light on the social factors that lead to depression, social workers can use this study to identify what social factors lead to depression and object lens these factors and implement prevention techniques for those women who are most likely to develop depression.Advantages and Disadvantages of methodologyBrown and Harris used a motley methodology in their research. Statistical information was gathered and analysed by Brown and Harris, alongside the qualitative data obtained by individual narrative and stories. They used a mixture of qualitative and three-figure methods which increases reasonableatedity and reliability. Reliable data means that the research could be ingeminate and the same r esults would occur and valid data means its a true picture of what the researcher is trying to measure. Brown and Harris used random take in their research and they used the sample of 458 women to represent the target population middle class and working class women. Random sampling means their research is representative of the target population and they can wherefore make generalisations about depression suffered by middle class women in contrast to working class women.Brown and Harris carried out semi-structured interviews meaning that the women could be asked open-ended questions which would give qualitative data, increasing validity by obtaining an in-depth understanding of the womens situations. Interviews mean that the conversation developed rude(a)ly and so is a good method for researching sensitive issues like depression as the natural conversation allows the interviewee to feel relaxed and able to open up more to their interviewer. Interviews also allow a relationship to build between researcher and respondents. Brown and Harris continued their research over a long period of time (1969/71 and again in 1974/75) which would also strengthen their relationship with the women, allowing their evidence to be more valid and paint a true picture.However, there have been criticisms made of the methodology used by Brown and Harris. Tennant and Bebbington (1978) comment Brown and Harris methodology on the basis of their random sampling. They reason out that 15% of households in the sample had 2 or more age-eligible women living in them, but Brown and Harris only chose one. Tennant and Bebbington therefore argue that there is yield in the sample and that larger than average households are slightly underrepresented in their research.Tennant and Bebbington (1978) further criticise Brown and Harris on their conceptualization and definition of the concept of vulnerability factors. Tennant and Bebbington argue that the construction of the vulnerability factor pare ntal issue is open to criticism. Brown and Harris argue that agnate dismissal influences the risk of depression whereas paternal loss doesnt affect the risk of developing depression. They argue that Browns definition of loss consists of three different variables, loss through death, separation from one parent, and marital separation of the parents events which Tennant and Bebbington describe as qualitatively quite different and that the composition of maternal and paternal loss groups may be so different that they are not valid to compare their impact on mental health (1978). They argue that in the instance of separation women usually get the custody resulting in a paternal loss and regarding death, the risk of losing fathers in childhood is greater than the risk of losing your mother (Langer and Michael 1963 cited by Tennant and Bebbington 1978) and so this comparison in relation to depression is misleading and it would be much more appropriate to compare maternal/paternal death and maternal/paternal separation for more valid results.ConclusionIn conclusion, I would argue that this research study by Brown and Harris is undeniably important to Social Work practice. Through its mixed methodology, using both qualitative and quantitative methods of research, it proves a very authentic and valid picture of class differences and social factors linked to womens mental health. This research is vital to Social Work practice as it mark a turning point in a change in attitude towards mental health, a shift away from the medical model to a social model of depression. It underpins values that are at the midriff of Social Work practice like anti-oppressive practice and equality for women. account book count 1941BibliographyBrown, G, W. Harris, T, (1984) 10. Social class, provoking agents, and depression fromBrown, G W. Harris, T, Social origins of depression a study of psychiatric disorder inwomen pp.150-169,353-358, London Tavistock PublicationsBrown, G. W., Harr is, T. (1978). Social origins of depression a reply.Psychol Med,8(4), 577-88.Tennant, C., Bebbington, P. (1978). The social causation of depression a critique of the work of Brown and his colleagues.Psychological Medicine,8(04), 565-575.