A boy seems to have a bad cough. In a moment, his affectionate mom brings a cobalt blue jar of Vicks Vaporub, scoops out a dollop of the waxy white salve, and rubs it gently over the boy’s chest ...

This case study describes how Vicks Cough Drops doubled growth in India by encouraging casual consumption. Vicks Cough Drops is a sizable business for Vicks in India. It is the market leader in the ...