Financial Daily from THE HINDU group of publications
Thursday, Oct 09, 2003
Financial Daily from THE HINDU group of publications Thursday, Oct 09, 2003 |
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Marketing
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New Products & Services Vicks Formula 44 cough syrup launched Our Bureau
Mr Bharat Patel, Chairman, P&G India (left), with Dr Amitav Shukla, ENT Head, Hinduja Hospital, at a press confrence to launch the new Vicks Formula 44 Cough Syrup in Mumbai on Wednesday. — Shashi Ashiwal
Mumbai , Oct. 8 PROCTER & Gamble Hygiene & Healthcare today launched New Vicks Formula 44 cough syrup, which provides long-lasting relief of up to eight hours from persistent coughs due to cold — which is the most common form of cough in India. The syrup also reduces the intensity and frequency of coughing by acting directly in the `cough control centre' of the brain, according to the company. Besides, the ingredient dextro methorphan hydro bromide, or dex, is a non-narcotic cough suppressant, which does not cause dependence or addiction, which are typically associated with other cough syrups. "Our extensive research indicated that consumers needed long-lasting relief and safety," said Mr Bharat Patel, Chairman, P&G India. "Other popular cough syrups provide short-term relief of a maximum of four hours, which then necessitates frequent dosage, leading to drowsiness which affects performance at school, work and play. But Vicks Formula 44 provides long-lasting relief without any harmful side effects, thus enabling consumers to carry on with their daily routines." The product is available nationally at all chemist shops, and is priced at Rs 25 for a 50-ml pack and Rs 39 for a 100-ml pack. Other variations of it may be introduced in the country at a later date, Mr Patel added. The cough and cold market in India is estimated at Rs 550 crore, and cough syrups make up the largest segment in this category, according to Mr Rahul Malhotra, Country Manager - Marketing, P&G India. The company, which has a turnover of about Rs 750 crore, expects that Formula 44 will capture a "significant share" of the market quickly, he added. Its other Vicks products include the inhaler, VapoRub, Action 500 and cough drops.
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