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Transcript of 51638978 Vaseline Body Lotion Marketing Project00
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Vaseline body lotion
marketing project
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INTRODUCTION TO UNILEVER
Hindustan Lever Ltd
Skin Care Products Hair Soaps, Detergents
Vaseline Ponds Fair & Lovely
Deodorants
Home and Personal CareFood and Beverages
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Unilever is an Anglo-Dutch company that owns many of the world's
consumer product brands in foods, beverages, cleaning agents and personal
care products. Unilever employs more than 206,000 people and had
worldwide revenue of 39.67 billion (just over US$50 billion) in 2005.
Unilever has two parent companies: Unilever NV in Rotterdam,
Netherlands, and Unilever PLC in London, United Kingdom. This
arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell
prior to their unified structure. Both Unilever companies have the same
directors and effectively operate as a single business. The current non-
executive Chairman of Unilever N.V. and PLC is Antony Burgmans while
Patrick Cescau is Group Chief Executive. Unilever's major competitors
include Procter & Gamble, Nestl, Mars Incorporated, and Reckitt Benckiser
to name but a few.
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History of vaseli ne
The Discovery
The Vaseline journey started in 1859, when a 22 year old chemist from Brooklyn, New
York named Robert A. Chesebrough, vaselinent to Pennsylvania to investigate an oil
vaselinell. The oil industry was in its infancy, and Chesebrough, like many, was hoping
to earn profit out of it.
While Chesebrough was there, he discovered a gooey substance known as 'Rod Wax' that
was causing problems to the oil rig workers, as it stuck to the drilling rigs, causing them
to seize up.
Chesebrough noticed that oil workers would smear their skin with the residue from their
drills, as it had the property to heal their cuts and burns. He got curious and took some
Rod Wax home where he started experimenting with it. After months of testing, he
managed to successfully extract usable petroleum jelly out of it.
By 1870, Chesebrough was marketing his petroleum jelly product by the name of
Vaseline, and within ten years, the product's increased exposure and popularity meant
that almost every household in America had a jar of Vaseline. Chesebrough expanded
his business to Canada, the United Kingdom and various British colonies all over the
world.
New mothers used it as an absorbent shield for diaper rash. Professionals working in
extreme cold vaselineather used it to relieve their dry chapped skin. Even Commander
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Robert Peary carried a jar of Vaseline when he travelled to the North Pole; as it was the
only thing that wouldn't freeze in those extreme conditions.
By the late 1880s, Chesebrough was selling Vaseline Petroleum Jelly nationwide at the
rate of one jar per minute and most medical professionals recognized Vaseline
Petroleum Jelly as the standard remedy for skin complaints.
By 1911, the company began opening operation plants and factories in Europe, Canada
and Africa for manufacturing and distributing the product.
By the late 1880s, Chesebrough was selling Vaseline Petroleum Jelly nationwide at the
rate of one jar per minute and most medical professionals recognized Vaseline
Petroleum Jelly as the standard remedy for skin complaints.
By 1911, the company began opening operation plants and factories in Europe, Canada
and Africa for manufacturing and distributing the product.
By the late 1880s, Chesebrough was selling Vaseline Petroleum Jelly nationwide at the
rate of one jar per minute and most medical professionals recognized Vaseline
Petroleum Jelly as the standard remedy for skin complaints.
By 1911, the company began opening operation plants and factories in Europe, Canada
and Africa for manufacturing and distributing the product.
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Our mission is to provide knowledge, advice and products that enable everyone to enjoy
great, healthy looking skin every day.
In 1870, Robert A. Chesebrough discovered a 100% natural product, rich in minerals
from deep within the earth, which had remarkable skin-healing properties. That product
was petroleum jelly, which Robert Chesebrough started to commercialise with the brand
name Vaseline.
Chesebrough was motivated by two povaselinerful forces; a passion to understand the
skin and an intense curiosity that drove him to make his discoveries. Vaseline, his heirs,
share that passion and curiosity. It's what drives us, and gets us excited about what
vaseline do.
Your skin is the most amazing organ of your body. It's a complex set of interdependent
systems which is beyond our comprehension even today. It protects us from adverse
climate and various infections. It recreates and regenerates itself throughout our lives. It
is waterproof, yet it can emit water.
Theres a large set of people who dont take enough care of their skin. But those who do
rely and trust a brand like Vaseline for their skin. The brand that has been passionately
studying skin for over 130 years and offering those learnings to us in the form of cutting-
edge products that feel, smell and care for our skin like none other.
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What Vaseline doVaseline makes everyday skincare products accessible to people. Vaseline doesnt
believe in quick-fixes. Vaseline believes that good health is a result of the different
choices that vaseline make each day. Vaseline knows that our products have profound,
multiple benefits that play an important role in the total skin care regime of an individual.
Vaseline offer products, but Vaseline also offers advice. And Vaseline try to share
everything Vaseline have learned over decades about how skin functions and how to keepit in great condition.
Vaseline makes market-leading products in every region of the world.
Vaseline makes everyday skincare products accessible to people. Vaseline don't believe
in quick-fixes. Vaseline believe that good health is a result of the different choices that
vaseline make each day. Vaseline knows that our products have profound, multiple
benefits that play an important role in the total skin care regime of an individual.
Vaseline offer products, but Vaseline also offers advice. And Vaseline try to share
everything Vaseline have learned over decades about how skin functions and how to keep
it in great condition.
Vaseline makes market-leading products in every region of the world.
We are Vasel ine.
We are passionate about skin.
And we want to share our passion wi th you.
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Vaseline MarketingMarketing can be define as the process of Identifying customers need and to satisfy them
in best possible manner to bring about customer satisfaction/ loyalty.
Marketing mixThe term "marketing mix" was coined in 1953 by Neil Borden in his American
Marketing Association presidential address. However, this was actually a reformulationof an earlier idea by his associate, James Culliton, who in 1948 described the role of the
marketing manager as a "mixerof ingredients", who sometimes follows recipes prepared
by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe
from immediately available ingredients, and at other times invents new ingredients no
one else has tried. A prominent marketer, E. Jerome McCarthy, proposed a Four
Pclassification in 1960, which has seen wide use.
Elements of the marketing mix are often referred to as the "Four P's":
Product -It is a tangible object or an intangible service that is mass produced ormanufactured on a large scale with a specific volume of units. Intangible products are
service based like the tourism industry & the hotel industry or codes-based products
like cell phone load and credits. Typical examples of a mass produced tangible object
are the motor car and the disposable razor. A less obvious but ubiquitous mass
produced service is a computer operating system. Packaging also needs to be taken
into consideration. Every product is subject to a life-cycle including a growth phase
followed by an eventual period of decline as the product approaches market
saturation. To retain its competitiveness in the market, product differentiation is
required and is one of the strategies to differentiate a product from its competitors.
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Price The price is the amount a customer pays for the product. The businessmay increase or decrease the price of product if other stores have the same product.
Place Place represents the location where a product can be purchased. It isoften referred to as the distribution channel. It can include any physical store as well
as virtual stores on the Internet.
Promotion- Promotion represents all of the communications that a marketermay use in the marketplace. Promotion has four distinct elements: advertising, public
relations, personal selling and sales promotion. A certain amount of crossover occurs
when promotion uses the four principal elements together, which is common in film
promotion. Advertising covers any communication that is paid for, from cinema
commercials, radio and Internet adverts through print media and billboards. Public
relations are where the communication is not directly paid for and includes press
releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and
events. Word of mouth is any apparently informal communication about the product
by ordinary individuals, satisfied customers or people specifically engaged to create
word of mouth momentum. Sales staff often plays an important role in word of mouth
and Public Relations
Any organization, before introducing its products or services into the market; conducts a
market survey. The sequence of all 'P's as above is very much important in every stage of
product life cycle Introduction, Growth, Maturity and Decline.
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1)Total Moisture Lotion
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Beneath the surface, healthy skin is 90% water enabling it to act as a moisture and
nutrient reserve for your entire body. So keeping your skin well hydrated is critical not
only to the wellbeing of the skin, but to the wellbeing of your body overall.
Unfortunately, we lose about a pint of water and vital nutrients from our skin as we go
through our day.
Total Moisture Lotion is a combination of vitamins, minerals and conditioning
moisturizers. It replenishes 100% of daily hydration, along with the essential nutrients
that skin needs to be vibrant and feel healthy every day.
Key Ingredients:
Protein from Soya & Oat extracts and Vitamin E
Packs and MRP*: 20ml @ Rs. 6/-, 40ml @ Rs. 22/-, 100ml @ Rs. 49/-, 300ml @ Rs.
119/-
Available At: 100ml and 300ml packs are available at leading mass merchandise stores,
chemist and drug stores and in leading supermarkets, 20ml pack available at mass
merchandise stores and chemist and drug stores.
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2) Aloe Cool Fresh Lotion
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It is through our skin's extraordinary sense of touch that we experience the world. But
without care, the effects of heat and sun can strip away skin's natural moisture, leaving it
dry and its senses dull.
Aloe Cool & Fresh Lotion awakens skin with a sheer, light burst of hydration and quick-
penetrating conditioners, leaving it smooth and refreshed.
Key Ingredients:
Soothing Aloe and Cucumber formula - leaves skin feeling cool and refreshed
Conditioning moisturizers - provide an instant burst of hydration
Packs and MRP*:100ml @ Rs. 49/- , 300ml @ Rs. 119/-, 400ml @ Rs. 160/-
Available At:100ml and 300ml packs are available at leading mass merchandise stores,
chemist and drug stores and in leading supermarkets, 20ml pack available at mass
merchandise stores and chemist and drug stores.
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3)Healthy white skin whitening body lotion
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Skin glows when it is in its healthiest condition, even your body skin.
When its healthy and cared for, our skin has the natural ability to maintain a light tone
and clear texture. Unfortunately, when its exposed to the sun, the skins natural
lightening processes are interrupted. Pigment producing cells become increasingly active,
tanning the skin, and leaving it several shades darker than its supposed to be.
New, Vaseline Healthy White skin lightening body milk works with the skin to reverse
signs of darkening and prevent future pigmentation.
A balanced combination of vitamin B3, yoghurt serum and conditioning moisturizers
hydrate and even out skin tone. Triple sunscreens help prevent future darkening and
encourage the skin to lighten itself.
Key Ingredients
Vitamin B3 known to enhance skins natural lightening process to help bring
out its natural fairness
Yogurt serum Helps provide moisturization and nourishment to skin
Triple sunscreen - to help prevent further darkening caused by damaging
UVA and UVB rays.
Packs and MRP*:40 ml @ Rs. 25/-, 100ml @ Rs. 60/-, 300ml @ Rs. 150/-
Available At:100ml and 300ml packs are available at leading mass merchandise stores,
chemist and drug stores and in leading supermarkets. 40ml pack available at mass
merchandise stores, chemist and drug stores and in leading supermarkets.
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4)Vaseline healthy white SPF 24 triple lighteningbody lotion
Vaseline healthy white SPF 24 triple lightening body lotion gives you three layers of
protection that helps keep skin fair and even toned in a light, non-sticky, daily
moisturizer.
Packs and MRP*:100ml @ Rs. 99/- & 350ml @ Rs. 399/-
Available At: In leading supermarkets
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5)Vaseline cocoa butter deep conditioningbody lotion
Vaseline cocoa butter deep conditioning body lotion with cocoa & vitamin E melts into
skin to smooth away roughness and the appearance of uneven areas, igniting skins
natural glow at the source. Rich cocoa butter helps to even skin texture and
conditioning moisturizers leave skin smooth and supple.
Packs and MRP*:400ml @ Rs. 225/- & 725ml @ Rs. 375/-
Available At: In leading supermarkets
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6)UV W hitening Body Lotion
This lotion has Micro-Whitening agents, Vitamin B3 and dual sunscreen that fixes and
builds mens skin health.
Packs and MRP*: 250ml @ Rs. 150/-, 120ml @ Rs. 85/-
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7)Nightly R enewal Lotion
Special formula for night that helps skin undo the day. A nourishing formula with
vitamins, grape-seed extracts and soothing lavender, works to renew your skins healthy
glow.
Packs and MRP*: 400ml @ Rs. 200/-,
725ml @ Rs. 375/-
Available At: All leading supermarkets
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8)Instensive Rescue Moisture Locking Lotion
It triples moisture reserves instantly, then fills tiny gaps in skin to lock moisture in all
day, promoting the proper environment dry skin needs to repair itself.
Packs and MRP*:400ml @ Rs. 200/-,
725ml @ Rs. 375/-
Available At: All leading supermarkets
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Brand PositioningPositioning is the act of communicating companys offer so that it
occupies a distinct and valued place in the customers mind so as to create
an enduring competitive advantage. Vaseline is positioned on the
healthcare platform with a body lotion and a petroleum jelly cream. The
customer always see the tangible attributes like performance level, price,
packaging, product components before buying the product. Vaseline being
the winter cream posses many uses such as pomade for the hair, it is also
used by males as a personal lubricant. Vaseline prices are less as compared
to Ponds, Lakme & Nivea. The brand's range was expanded to Talcum
Powder, but was later withdrawn. A seasonal brand, unlike Pond's, Vaseline
also has a foot care cream, which has remained a niche product with limited
demand during winter.
The Unique Selling Proportion of Vaseline is its 100% White Petrolatum.
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SegmentationMarket segmentation is the process of disaggregating the total market for a given
product into the number of sub-markets. The hetrogeneous market is broken up in the
process into a number of relatively homogeneous units.
Different ways of Market Segmentation are as follows:
1. Geographic Segmentation.
2. Demographic Segmentation.
3. Psychographie Segmentation.
4. Buyer Behavior Segmentation.
5. Volume Segmentation.
6. It can also be done by mixing any of the following.
Vaseline targets women in their mid-20s onwards for the brand,
combination of mass and prestige. The focus will be to tap the segment in between the
mass and the premium end of the segment.They also focus on family uses of Vaseline
Distribution Netw orkHLL's distribution network, comprising about 7,000 redistribution stockists,
directly covers the entire urban population, and about 250 million rural consumers.
HLL's distribution network in rural India already directly covers about 50,000 villages,
reaching about 250 million consumers, through about 6000 sub-stockists.
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Advertisement & Promotional Strategy
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PLACE1. Rural M arket:
The rural India offers a tremendous market potential. A mere one percent increase in
Indias rural income translates to a mind-boggling Rs 10,000 crore of buying power.
Nearly two-thirds of all middle-income households in the country are in rural India. And
close to half of Indias buying potential lies in its villages. Thus for the countrys
marketers, small and big, rural reach is on the rise and is fast becoming their most
important route to growth. Of the expenditure on consumer goods in rural household 10%
are on cosmetics. Meanwhile, HLL has been introducing new SKUs in its skincare brands
to penetrate the rural market. Last year, it introduced the Vaseline body lotion and
petroleum jelly in the Rs-5 category. "We have decided to introduce smaller packs in the
skincare category to penetrate the rural markets,"
2. Urban Market:Vaseline is easily available in urban markets like Chemist, General
Stores because of effective distribution channel. HLL believe in Jo Dikhta Hai, Woh
Bikhta Hai
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Vaseline sets out to rescue dry skin withsocial media marketingUnilever-owned brand Vaseline is making use of social media marketing by
launching a video series to promote its new brand of skin care, Vaseline
Intensive Rescue.
Available throughVaselines Facebook page, the series will track the Dry
Skin Patrol, a team of women suffering from dry skin that will undergo a
succession of dry-skin torture tests including the Philadelphia Marathon
and the Coney Island Polar Bear Plunge.
Vaseline found the team of women online, via each of their blog entries on
the topic of dry skin, and recruited them for the four events where Vaseline
will also be offering free samples and skincare advice.
The Facebook page will feature profiles of each of the Dry Skin Patrol
team members and a forum for dry skin sufferers questions. Users will also
have the option to send virtual gifts to friends and to request a free sample.
http://www.cosmeticsdesign.com/content/search?SearchText=Vaseline&FromNewshttp://www.cosmeticsdesign.com/content/search?SearchText=Vaseline&FromNewshttp://www.cosmeticsdesign.com/content/search?SearchText=Vaseline&FromNews -
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INNOVATIVE WAYS TO REACH THECUSTOMER1. Seminars in Rural Market:
We will conduct a seminar and make people aware of the additional uses and benefits
of the product Vaseline. As one know that from satellite and television people are aware
of the several brands but in order to embed our brand trust in them we will distribute free
sachet of Vaseline (costing Rs. 1 - 2) during the seminar. Through demonstration will
show them how to apply Vaseline in order to get its maximum benefits. This seminar can
be conducted during Melas.
i. Cross Promotion: A small pack of Vaseline can be given free with lifebuoy packas lifebuoy has a good mass market in rural areas.
ii. Arrangement providing small Vaseline pack with other toiletries can be madewith hospitality firms.
2. Tag line:It is for those who care enough tolook best3. Radio Ad:Think & Win!
Any guesses Thakur kyun ro raha hai aur keh raha hai ki mujhe mere haath lauta de
Gabbar? Win a goody bag full of product that will care enough for your skin to look
best.
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4. Experience Magical Moment in Manila:Buy Vaseline Winter Cream of 50gms and collect the whole word FAMILY
from the bottle cap .If you are a lucky winner you could get a chance to win a trip to
Manali of 1 night 2 days stay.
Strategy to promote Vaseline body careThe marketing strategy is intended to promote Vaselines new line of highly therapeutic
body lotions, Vaseline Intensive Rescue, which includes three variants: Intensive Rescue
Repairing Moisture, Intensive Rescue Soothing Moisture and Intensive Rescue Clinical
Therapy.
The focus on eliminating dry skin comes after a survey, carried out by Redshift on behalf
of Vaseline, found that 40 per cent of the 1,017 female respondents felt that dry skin
made activities they like less enjoyable.
With the ability to accelerate skins healing process by instantly tripling moisturereserves without feeling greasy or sticky, Vaseline claims that its new body lotions will
deliver more moisture than the existing Eucerin Plus Intensive Repair lotion.
'Prescription strenght moisturizer'
It adds that the Intensive Rescue Clinical Therapy lotion is a prescription strength
moisturizer available over the counter.
The new brand and Dry Skin Patrol team are part of Vaselines target to deliver one
million good skin days via its skin care products. The Vaseline brand mission, as stated
on its Facebook page is to provide the knowledge, advice and products that enable
everyone to enjoy great, healthy looking skin every day!
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The repeated attempt to employsocial media marketing comes after Vaseline for men in
Indias controversial Facebook campaign, which gave users the option of lightening their
skin colour in their photos.
Coupon Policies
Vaseline printable coupons offer cents and up to dollars off Vaseline skin
care products. The coupons have expiration dates, so use them in
combination with retailer sales to stock up. You may be able to find retailer
coupons for Vaseline products as well, and retailers may allow you to
"stack" a manufacturer coupon on top of their own coupons. The best deal is
if you can find a manufacturer coupon, a retailer coupon, and a sale (e.g. two
for the price of one) all at the same time. If you hold off to find a deal like
that you may be able to buy these leading skin care products at extremely
low prices.
Shahid Kapoor-Anushka Sharma: Brandambassadors of VaselineShahid Kapoor and Anushka Sharma have now been chosen as the Brand
Ambassadors of the skin care major Vaseline.
This is one pair which the industry folks are waiting with bated breath to see. One may
have to wait for a while to see this golden pair's magic on the silver screen, but for now
you can definitely get a glimpse of them in the TVCs of Vaseline which will be broadcast
soon!
http://www.cosmeticsdesign.com/content/search?SearchText=social+media&FromNewshttp://www.cosmeticsdesign.com/content/search?SearchText=social+media&FromNews -
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Latest ads:-
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Vaseline Launches Facebook pp to Make Youppear Fairer
Vaseline,a popular cosmetics brand owned by Unilever, has launched a new Facebook
app that will retouch your photographs in order to make you appear fairer. The app is
mainly targeted at Indians and is promoting a newcosmeticproduct for men from
Vaseline.
Indians are well known for their despicable obsession with fairness. The sad reality isthat not being fair is still considered to be a disadvantage by most sections of the
population. In such an environment, its not surprising that fairness creams and lotions
continue to sell like hot cakes.
The Vaseline Men page also includes several fashion tips for men, with new ones being
added regularly. Pankaj Pariha, the man behind the campaign, claims that the response to
the entire Vaseline Men campaign has been pretty phenomenal. The application
currently has close to 9,000 active users.
The real problem is a lot more thanskin deep.The real problem lies within the society
itself. And until we change our attitudes, blaming a commercial company tending to the
demands of the market wont get us far.
http://techie-buzz.com/india-tech/vaseline-men.htmlhttp://www.facebook.com/VaselineMenBePreparedhttp://www.facebook.com/VaselineMenBePreparedhttp://techie-buzz.com/india-tech/vaseline-men.htmlhttp://www.bbc.co.uk/news/world-south+asia-10634777http://techie-buzz.com/india-tech/vaseline-men.htmlhttp://techie-buzz.com/india-tech/vaseline-men.htmlhttp://www.bbc.co.uk/news/world-south+asia-10634777http://techie-buzz.com/india-tech/vaseline-men.htmlhttp://www.facebook.com/VaselineMenBePreparedhttp://www.facebook.com/VaselineMenBePreparedhttp://techie-buzz.com/india-tech/vaseline-men.html -
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Vaseline outdoor advertising for the blindVaseline has taken outdoor advertising to a new level with this one!! How many FMCG
brand managers would care to take an extra initiative and market specifically for the
visually impaired?? Well, this one did!
Here is an outdoor poster that conveys the brand's message "Your skin is amazing", but
the language is Braille. This brand by Unileveris one of the first ones to have started
advertising for this segment of the population. Just imagine how much Brand
Connect Vaseline can establish with this segment by such an initiative! And don't forget
the Brand Loyalty it will achieve amongst the segment!!
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COMPETITIVE ENVIRONMENTThe major players in skin care segment are Lakme, Ponds, Fair and
Lovely and Vaseline of HLL group with a 50 per cent market share followed
by players like J and L Morison marketing Nivea range of productions,
Godrej, Revlon etc.
Vaseline is a seasonal brand, which has remained a niche product with
limited demand during winter. Thus, it follows the strategies of niche and
comes under Product or product-line specialist since Vaseline produces only
one product line except Vaseline Talcum powder.
Vaseline v/s Dove
Unilevers Dove brand is going up against sister brand Vaseline with a new
dry skin care range. The Dove Intensive range for extra dry skin is being
launched in January backed by a GBP 4.5m marketing investment. It
consists of a body lotion, hand cream and a body butter.
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It is being positioned as an everyday moisturiser for women suffering from
dry skin as opposed to Vaseline, which is aimed at consumers needing to
treat problem dry skin.
It contains a skin-nourishing oil and a rich hydrating cream a unique
combination in the category, said Julie McCleave, senior category manager,
skincare. The range has been created to moisturise dry skin, but also to
provide the feel, fragrance and experience many lines lack.
The marketing campaign will include TV, print, in-store, online, direct mail
and sampling. Unilever last week announced a ?6m investment into its
Vaseline brand, including new ad campaigns and products.
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H i
This is a group of section-b.and my teacher
gave a project about vaseline body lotion and i
am very thankful to her because whie preparing
this project i cam to know about the var ious
brands of the dif ferent lotions and their effect
and more detai led knowledge about i t......
I am thankful mrs.pooja rastogi,
marketing teacher who heped us in preparing
this project....
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INTRODUCTION ABOUT UNILEVER LTD.
HISTORY OF VASELINE
INTRODUCTION OF VASELINE
VASELINE MARKETING AND MARKETING MIX
VARIOUS PRODUCTS OF VASELINE BODY LOTION
BRAND POSITIONING
SEGMENTATION
DISTRIBUTION NETWORK
MARKET COVERED BY VASELINE
INNOVATIVE IDEAS TO REACH THE CUSTOMER
BRAND AMBASSADORS
LATEST ADVERTISEMENTS
SOCIAL NETWORKING DONE BY VASELINE
COMPETITIVE MARKETER( DOVE)
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