VICCO presentation

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The VICCO Group 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. 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 Today, 50 years later, the group stands majestically as a grand conglomerate of 13 companies.For its founding father, the Pendharkar, it has been indeed a long journey FOUNDATION OF VICCO

Characteristics of Vicco Product:

Trigger points Prices are much higher than other herbal product Irrelevant advertising Wrong positioning Cost of raw material Coping up with changing times Characteristics of Vicco Product Prices are much higher than other herbal product Irrelevant advertising Wrong positioning Cost of raw material Coping up with changing times

Vicco Toothpaste:

Vicco Toothpaste This is nature's perfect dental care. The pure extracts of 20 herbs and barks, tested over generations, have been blended into a potent combination that not only cleans teeth, but also protects and strengthens them. Vicco Vajradanti offers this unique formula in a dental care paste that has natural astringent, antiseptic, and analgesic properties. These ingredients also stimulate and reinforce gums, while resisting plaque formation. It gives you strong gums, which makes your bite mighty, which no cosmetic toothpaste can ever give. Due to proven medicinal properties of its active ingredients, the Government has permitted manufacturing of Vicco products under Ayurvedic Drug License.

Swot analysis Strength :

Swot analysis Strength Ayurvedic and herbal Color factor Punch line Mystery buyer program Brand ambassador strength Monopoly


weakness Launching Packaging Pricing Communication Positioning No research done Powdery residue Retailers are not satisfied Lack of communication Advertisement (bano add) No aggressive sales exercise Cost of sandalwood oil

Opportunity :

Opportunity Opportunity Increasing in health consciousness Growth of herbal product Celebrity endorsement Product line Unisex product 15% of company’s total production goes to overseas market. Exports : U.S.A, Canada, Mexico, Surinam, Africa, Mauritius,Fiji,Saudi Arabia, Kuwait


Threat Threat Competitors Key players HLL’s Fair & Lovely – market leader Cavin Kare’s Fair ever Emami Minor domestic players Himalaya Ayur Dabur Biotique Fem Everyuth “ Balsara’s promise toothpowder & babool toothpaste” Market share

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