BODY LOTION

MARKET

POTENTIAL

REVENUE

MILLIONS

BILLIONS !!!

POTENTIAL MARKET!!!

TAP THE MARKET

WHAT TO DO???

Every extension of knowledge arises from making the conscious the unconscious.

– Friedrich Nietzsche

VASELINE SKIN CARE (BODY LOTION)

VASELINE BODY CAREAyush Gutgutia

PGP-30/368gutgutiaayush@gmail.com

+91-7838448012

Brand Extension: HUL - BODY LOTION!!!

Hindustan UnileverLimited

“Our people are our biggest asset. I firmly believe that the growth of our business is intrinsically linked with the growth of our people. We have always encouraged diversity, agility and a performance-driven organizational culture” - Mr. Hairsh Manwani, Chairman HUL

HUL - GROWTH Over the Years!!!

1888-19101910-19301930-1950 1950-1970 1970-1995 1995-2005 2005+• Sunlig

ht soap, Lifebuoy, Pears, Brooke, Lux introduced in India

• UNILEVER formed through merger

• Vim, Vinolia, Vanaspati Rinso Soap, introduced

• Soap manufacture begins at Sewri factory 

• Agencies in Mumbai, Chennai, Kolkata

• First Indian Director

• Three companies merge to form Hindustan Unilever Limited

• Ten-year modernisation plan for soaps and detergent plants

• Indian shareholding increases to 34%

• HUL enters branded staples business with salt

• Launch of Hindustan Lever Network; acquisition of the Amalgam Group

• Brookefields food operations moved to Mumbai

• Company name formally changed to Hindustan Unilever Limited

• HUL completes 80 years on October 17 2013

Vaseline Lip Therapy

Vaseline Total Moisture

Vaseline Jelly Vaseline Healthy White

Vaseline Total Moisture Vaseline Healthy White

BRAND EXTENSION

Source: http://www.vaseline.in/

PRODUCT CATEGORY SIZE

Figures (in INR mn) • Indian market is the 11th largest in skin

care industry Source: http://www.portal.euromonitor.com/

MARKET SHARE (SKIN CARE)

• Unilever is the biggest player in skin care industry in India• Unilever has more than 50% market share and is expected to grow due to the

launch of new products• Distribution channel (urban and rural) of Unilever is its competitive advantage

Source: http://www.portal.euromonitor.com/

MARKET SHARE (VASELINE)

• Vaseline is the largest brand in body care segment• Market share has declined in 2013 due to the movements in the

competitors strategySource: http://www.portal.euromonitor.com/

MARKET SHARE GROWTH (HUL)

• Unilever is the largest player in industry• Market share has declined in 2013 but then also they are enjoying more than 50%

share• Market share is expected to grow for Unilever due to the launch of new products

Source: http://www.portal.euromonitor.com/

TOTAL MOISTURE LOTIONCombination of: vitamins, minerals and conditioning moisturizers. 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.

HEALTHY WHITE SKIN WHITENING BODY LOTION

Vaseline Healthy White skin lightening body milk works with the skin to reverse signs of darkening and prevent future pigmentation

Balanced combination of vitamin B3, yoghurt serum and conditioning moisturizers hydrate and even out skin tone. Triple sunscreens help prevent future darkening anden courage the skin to lighten itself.

Key ingredients: Vitamin B3 – known to enhance skin’s natural lightening process to help bringout its natural fairness• Yogurt serum – Helps provide moisturization and nourishment to skin• Triple sunscreen - to help prevent further darkening caused by damagingUVA 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 massmerchandise stores, chemist and drug stores and in leading supermarkets

VASELINE HEALTHY WHITE SPF 24 TRIPLE LIGHTENING BODY LOTION

Vaseline healthy white SPF 24 triple lightening body lotion gives 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

Segmentation Targeting

• Mix strategy: Demographic, Geographic, Psychographic, Buyer Behavior, Volume

Segmentation

• Women in their mid-20s onwards

• Combination of mass and prestige

• Tap the segment in between the mass and the premium end 

• Focus on family uses of Vaseline

Target Segments

SEGMENTATION - TARGETING

Competitors

CONSIDERATION SET

• Unilever other brands are close competitors with Vaseline like Ponds & Lakme

• Amway & Nivea are the second and third largest player respectively in the industry

COMPETITIVE LANDSCAPE Widespread popularity and countrywide availability of brands like Fair & Lovely and Pond’s. Strong distribution in second-tier cities and rural areas Brand Fair & Lovely in smaller pack sizes to maintain its affordability and share International leader

Strong competitor

Strengthen their positions by expanding their distribution and widening their product portfolios by entering other categories

Introduced new products Organized marketing campaigns to gain sales, mainly in rural areas and second-tier cities.

Introduction of men’s skin care products in 2013 and 2014

POP & POD• Price: Minute difference in

pricing strategy by all the brands

• Promotion: Same across all the brands

Points-of-

parity• Product: Key ingredients are

different across the brands • Vaseline: 100% White

Petrolatum• Distribution channel of HUL

Points-of-

difference

Brand Positioning

BRAND POSITIONING (1/2)High on White Petrolatum

Low on White Petrolatum

Low Price High Price

BRAND POSITIONING (2/2)• Positioning: Healthcare platform with a body lotion and a

petroleum jelly cream. •Uses: Pomade for the hair Used by males as a personal lubricant. • 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

“The art of marketing is the art of brand building. If you are not a brand, you are a commodity.”

- Philip Kotler

Ayush GutgutiaIIM Lucknow

pgp30368@iiml.ac.in91-7838448012

Thanks for your time

Prof Sameer Mathur

Marketing professor

IIM LucknowBRAND MANAGEMENT: A course by Prof Sameer Mathur for PGP-MBA

students @professormathurIIM Lucknow