BIKASH VASELINE
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Transcript of BIKASH VASELINE
A
Marketing Project Report
On
Customer satisfaction of Vaseline body lotion Submitted
in partial fulfillment of the requirement for the award of degree In
Post Graduate diploma in management
Submitted by
BIKASH CHANDRA BEHERA
REGNO:10KANHLPGDMFT010
POST GRADUATE DIPLOMA IN MANAGEMENT
NEW HORIZON LEADERSHIP INSTITUTE
Outer Ring Road, Bellandur Post, Near Marathalli
Bangalore-560103
August, 2011
ACKNOWLEDGEMENT
I would like to take an opportunity to thank all the people in collecting the
necessary information and making of the report. I am grateful to all of them for
their time and wisdom.
My project becomes a reality only because of cooperation of many people who
had helped me in completing this project. I sincerely extend my gratitude to Mr.
K. PURUSATAMAN who has given me this golden opportunity to have an insight in
the corporate world and who has been a source of guidance and support.
BIKASH CHANDRA BEHERA
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
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
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 Petrola
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!
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!!
CONCLUSION
The conclusion of my study is that vaseline Advertising has a major impact its users. People like it very much . vaseline had created a very good image on the mind of the new users of cellular service. vaseline has adopted a very good strategy. Vaseline is successful in capturing the large market share by adopting Celebrity Endorsement Strategy. uses it too. Celebrities like Shahid kapoor has also contributed very much in vaseline