Vaseline body lotion

marketing project
INTRODUCTION TO UNILEVER

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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, Nestlé, Mars Incorporated, and Reckitt Benckiser
to name but a few.
History of vaseline

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
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.
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.

There’s a large set of people who don’t 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.

What Vaseline do
Vaseline® makes everyday skincare products accessible to people. Vaseline doesn’t
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 keep
it 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 Vaseline®.

We are passionate about skin.

And we want to share our passion with you.

Vaseline Marketing
Marketing 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 mix
The term "marketing mix" was coined in 1953 by Neil Borden in his American
Marketing Association presidential address. However, this was actually a reformulation
of an earlier idea by his associate, James Culliton, who in 1948 described the role of the
marketing manager as a "mixer of 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
P classification 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 or

manufactured 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.

 Price – The price is the amount a customer pays for the product. The business
may 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 is
often 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

marketer may 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.
1)Total Moisture Lotion
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.

2) Aloe Cool & Fresh Lotion

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.

3)Healthy white skin whitening body lotion

Skin glows when it is in its healthiest condition, even your body skin.

When it’s healthy and cared for, our skin has the natural ability to maintain a light tone
and clear texture. Unfortunately, when it’s exposed to the sun, the skin’s natural
lightening processes are interrupted. Pigment producing cells become increasingly active,
tanning the skin, and leaving it several shades darker than it’s 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 skin’s 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.

4)Vaseline healthy white SPF 24 triple

lightening body 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

5)Vaseline cocoa butter deep

conditioning body 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 skin’s
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

6)UV Whitening Body Lotion

This lotion has Micro-Whitening agents, Vitamin B3 and dual sunscreen that fixes and
builds men’s skin health.

Packs and MRP*: 250ml @ Rs. 150/-, 120ml @ Rs. 85/-

7)Nightly Renewal 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 skin’s healthy
glow.

Packs and MRP*: 400ml @ Rs. 200/-,

725ml @ Rs. 375/-

Available At: All leading supermarkets

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

Brand Positioning
 Positioning “is the act of communicating company’s offer so that it
occupies a distinct and valued place in the customer’s 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.

Segmentation
 Market 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 Network

HLL'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.
Advertisement & Promotional Strategy
PLACE

1. Rural Market:

The rural India offers a tremendous market potential. A mere one percent increase in
India’s 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 India’s buying potential lies in its villages. Thus for the country’s
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”
Vaseline sets out to ‘rescue’ dry skin with
social media marketing
Unilever-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 through Vaseline’s 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.
INNOVATIVE WAYS TO REACH THE
CUSTOMER
1. 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 pack
as lifebuoy has a good mass market in rural areas.

ii. Arrangement providing small Vaseline pack with other toiletries can be made
with hospitality firms.

2. Tag line: “It is for those who care

enough to look best”.
3. 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.

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 care

The marketing strategy is intended to promote Vaseline’s 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 skin’s healing process’ by ‘instantly tripling moisture
reserves 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 Vaseline’s 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!”

The repeated attempt to employ social media marketing comes after Vaseline for men in
India’s 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: Brand

ambassadors of Vaseline

Shahid 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!
Latest ads:-

Vaseline Launches Facebook App to Make You

Appear 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 new cosmeticproduct for men from
Vaseline.
Indian’s are well known for their despicable obsession with fairness. The sad reality is
that not being fair is still considered to be a disadvantage by most sections of the
population. In such an environment, it’s 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 than skin 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 won’t get us far.

Vaseline outdoor advertising for the blind

Vaseline 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!!

COMPETITIVE ENVIRONMENT

The 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

Unilever’s 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.
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.
Hi
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 various
brands of the different lotions and their effect
and more detailed knowledge about it......

I am thankful mrs.pooja rastogi,

marketing teacher who heped us in preparing
this project....
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)