Vicks Healthcare Case Questions

What needs do customers have in this market?
Which needs are not currently being satisfied?
Why are these needs not being satisfied?
How does the absence of verifiable information about product efficacy affect brand differentiation?
How have the firms segmented the market? Which segment best satisfies the segmentation criteria?
Why do generics have relatively little market share?
What resources does Vicks have and what resources does it lack?
Which factors reduce the profit that Vicks earns from its current branded products?
Should Vicks move ahead with test marketing?

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