Embed Size (px)
Citation preview
Branding
Almost every business has a trading name, from the smallest market trader to the largest multi-national corporation. Only a minority of those businesses however, have what could be classed as a ‘brand’ or a ‘brand name’.
Branding is a word commonly referred to by advertisers and marketing people, but what does it actually mean, how can you get it, and most importantly; how will it benefit your business?
What is Branding?
There are many different definitions of a brand, the most effective description however, is that a brand is a name or symbol that is commonly known to identify a company or it’s products and separate them from the competition.
A well-known brand is generally regarded as one that people will recognise, often even if they do not know about the company or its products/services. These are usually the businesses name or the name of a product, although it can also include the name of a feature or style of a product.
The overall ‘branding’ of a company or product can also stretch to a logo, symbol, or even design features (e.g. Regularly used colours or layouts, such as red and white for Coca Cola.) that identify the company or its products/services.
For example:
The Nike brand name is known throughout the world, people can identify the name and logo even if they have never bought any of their products.
However, not only is the company name a brand, but the logo (The ‘tick’ symbol) is also a strong piece of branding in its own right. The majority of people that are aware of the company can also identify it (or its products) from this symbol alone.
The clothing and running shoe company Adidas is well known for using three stripes on its range of products. This design feature branding allows people to identify their products, even if the Adidas brand name and logo is not present.
How Can Branding Benefit My Business?
Recognition and Loyalty
The main benefit of branding is that customers are much more likely to remember your business. A strong brand name and logo/image helps to keep your company image in the mind of your potential customers.
If your business sells products that are often bought on impulse, a customer recognising your brand could mean the difference between no-sale and a sale. Even if the customer was not aware that you sell a particular product, if they trust your brand, they are likely to trust you with unfamiliar products. If a customer is happy with your products or services, a brand helps to build customer loyalty across your business.
Image of Size
A strong brand will project an image of a large and established business to your potential customers. People usually associate branding with larger businesses that have the money to spend on advertising and promotion. If you can create effective branding,
then it can make your business appear to be much bigger than it really is.
An image of size and establishment can be especially important when a customer wants reassurance that you will still be around in a few years time.
Image of Quality
A strong brand projects an image of quality in your business, many people see the brand as a part of a product or service that helps to show its quality and value.
It is commonly said that if you show a person two identical products, only one of which is branded; they will almost always believe the branded item is higher quality.
If you can create effective branding, then over time the image of quality in your business will usually go up. Of course, branding cannot replace good quality, and bad publicity will damage a brand (and your businesses image), especially if it continues over a long period of time.
For example:
The Sunny Delight drinks brand was one of the biggest in the UK just a year after its launch. However, constant bad publicity about the quality of the product has severely damaged the image of the brand, and sales have dropped for each of the past several years.
Image of Experience and Reliability
A strong brand creates an image of an established business that has been around for long enough to become well known. A
branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business.
Most people will believe that a business would be hesitant to put their brand name on something that was of poor quality.
Multiple Products
If your business has a strong brand, it allows you to link together several different products or ranges. You can put your brand name on every product or service you sell, meaning that customers for one product will be more likely to buy another product from you.
For Example:
Sony sells televisions, music equipment, consoles, camcorders, DVD players, video players, and etc all under the Sony brand name.
You can also create separate brand names for your product ranges, allowing people to see your brand name, and then use the range brand name to work out what they wish to buy.
For Example:
Cadbury’s makes a range of confectionary under many different sub-brand names such as Dairy Milk, Boost, Flake, and Time Out. All of these are sold under the product brand, but all feature the Cadbury’s brand name on the packaging.
Skin Care Products HairCare Products Soaps, Detergents
Vaseline Ponds Fair & Lovely
INTRODUCTION TO UNILEVER
Hindustan Lever Ltd
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
Food and Beverages Home and Personal Care
Deodorants
& Fragrances
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.
Vaseline
Introduction
Vaseline is a well-known brand of petrolatum (petroleum jelly) originally produced by Chesebrough-Ponds, which was purchased by Unilever in 1987.Vaseline Petroleum Jelly - the 'Wonder Jelly' introduced in 1870 and Vaseline Intensive Care Lotion has helped deliver healthy-looking, moisturized skin for 135 years.
In 1869, Robert Chesebrough, a dispensing chemist, discovered something amazing. He discovered a 100% natural
product, rich in minerals from deep within the earth yet totally pure, which had remarkable healing properties when applied to cuts, burns and abrasions of the skin. That product was branded Vaseline Petroleum Jelly.The Vaseline brand has been the skin care expert for generations that provides quality skin care products to help you have softer, healthier-looking skin everyday. Vaseline Petroleum Jelly was patented by Robert Chesebrough in 1872, and launched across 5 regions between 1890-1960. Vaseline and Vasenol products are available in over 60 countries around the world (Vasenol is the alternative name for Vaseline in Portuguese and Spanish speaking countries)
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, went to Pennsylvania to investigate an oil well. 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 weather 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 recognised 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.
Chesebrough-Pond’s Merger
Chesebrough's invention was from the outset a medicinal product, intended to aid the healing process of cuts and burns. During the First World War, Vaseline had been used by U.S. soldiers for cuts and bruises and to prevent sunburn. And many medical officers carried tubes of Vaseline with them to treat minor cuts or burns.
During the Second World War, Vaseline was commissioned to produce a sterile antiseptic wound dressing containing Petroleum
Jelly. As a result, the brand Vaseline, became a patriotic symbol in the United States.
Unilever and Vaseline
In 1987, Unilever purchased Chesebrough-Pond's merger, acquiring successful, internationally known brands such as Pond's and Vaseline.
Today, Vaseline products are available in over 60 countries across the world. Its rich heritage, healing qualities and efficacy have been passed on from generation to generation for over 130 years.
MISSION STATEMENT
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 powerful forces; a passion to understand the skin and an intense curiosity that drove him to make his discoveries. We, his heirs, share that passion and curiosity. It's what drives us, and gets us excited about what we 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 We Do
Vaseline makes everyday skincare products accessible to people. We don't believe in quick-fixes. We believe that good health is a result of the different choices that we make each day. We know that our products have profound, multiple benefits that
play an important role in the total skin care regime of an individual.
We offer products, but we also offer advice. And we try to share everything we have learned over decades about how skin functions and how to keep it in great condition.
We make 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.
PRODUCTS OF VASELINE
1.TOTAL MOISTURE BODY 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 FRESH
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
a.Healthy white skin lightening body milk
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. Abalanced 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.
b.Vaseline healty white SPF 24 triple lightening
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
4.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
5.TOTAL MOISTURE 24 HOUR MOISTURIZING CREAM
Vaseline total moisture 24 hour moisturizing cream with milk, honey, vitamin E & glycerin for any winter problem such as dry knees & legs, dry area around the lips, winter damaged skin, dry arms & elbows, cracked heels & itchy skin.
Key Ingredients:
Water, Mineral Oil, Paraffin, Caprylic/Capric Triglycerides, Glycerin, Palmitic Acid & Stearic Acid, Microcrystalline Wax, Sodium Hydroxypropyl Starch Phosphate, Glycol Stearate & Stearamide AMP, PEG-100 Stearate, Aluminum Starch Octenylsuccinate, Glyceryl Sterate, Cetyl Alcohol, Potassium Hydroxide, Tocopheryl Acetate, Acrylates/C10-30 Alkyl Crosspolymer, DMDM Hydantoin and lodopropynyl butylcarbamate, Milk and Honey Extract, Titanium Dioxide, Disodium EDTA, Perfume.
Packs and MRP*: 7g @ Rs. 5/-, 20gm @ Rs. 22/- & 40g @ Rs. 38/-
Available At: 7gms, 20gms & 40 gms packs are available at leading mass merchandise stores, chemist and drug stores and in leading supermarkets.
6.PETROLEUM JELLY
a.Vaseline original pure skin jelly
Vaseline® original pure skin jelly TM 100% PURE WHITE PETROLEUM JELLY I.P. is a mixture of mineral oils, paraffin and microcrystalline waxes that, when blended together; create something remarkable - a smooth jelly that has a melting point
just above body temperature. The result - it literally melts into skin, flowing into the spaces between cells and the gaps in our lipid barrier. Once there, it re-solidifies, locking itself in place.
Triple Purification: Purity Guaranteed. Helps to make your Skin Soft, Smooth and Visibly Healthy.
Packs and MRP*: 8.2ml @ Rs. 5/-, 25ml @ Rs. 21/-, 50ml @ Rs. 33/- and 100ml @ Rs. 60/-
Available At: 8.2 ml, 25 ml, 50 ml & 100 ml packs are available at leading mass merchandise stores, chemist and drug stores and in leading supermarkets.
b.Vaseline light hydrating jelly TM aloe fresh
Packs and MRP*: 25ml @ Rs. 21/- and 50ml @ Rs. 40/-
Available At: leading mass merchandise stores, chemist and drug stores
c.Vaseline gentle protective jelly TM baby
Packs and MRP*: 25ml @ Rs. 21/-
Available At: leading mass merchandise stores, chemist and drug stores.
7.VASELINE LIP CARE
a.Vaseline lip care total moisture
Vaseline Lip Care is specially formulated to give complete protection and care to your lips gives you 24 hour moisturized lips.
Packs and MRP*: 10gm @ Rs. 25/-
Available At: leading mass merchandise stores, chemist and drug stores
b.Vaseline lip care healthy white
Vaseline lip care healthy white is specially formulated to give complete protection from UV & lip darkening and gives you 24 hour moisturized lips.
Packs and MRP*: 9gm @ Rs. 60/-
Available At: leading mass merchandise stores, chemist and drug stores
c.Vaseline lip care rosy glow
Vaseline lip care rosy glow is specially formulated to give you soft tint & glossy lips and gives you 24 hour moisturized lips.
Packs and MRP*: 9gm @ Rs. 60/-
Available At: leading mass merchandise stores, chemist and drug stores
8.Vaseline Men's Range
a.Vaseline Men Antispot Whitening Instant Whitening with Oil Free Look
As an active man, you lead a hectic outdoor life. Due to this, your skin has to bear environmental assault and high sun exposure that darkens your skin and also causes dark spots and a greasy, oily look.
Vaseline Men Antispot Whitening is the first fairness cream for men with Triple Pro-Vitamins, 3X Sunscreens & Antioxidants that gives you an instant oil-free look and visibly fairer skin in two weeks. It is also designed to work on five types of dark spots:-
• Sun Spots
• Acne Spots
• Pimple Marks
• Freckles
• Dark Patches
Packs and MRP*: 50g @ Rs. 120/-, 30g @ Rs. 75/-, 8g @ Rs. 10/-
b.Antispot Whitening Face Cream - SPF 15 - Anti Tan
As you lead a very active outdoor life, your skin is constantly exposed to sun. This results in tanning along with darkening of existing spots and appearance of new ones. In such cases, only SPF protection is not enough, your skin needs a broad-spectrum of UV protection.
Vaseline introduces first Fairness + ANTI-TAN cream for
Men. This cream brings together a potent combination of SPF 15, PA++, Unbeatable Tan Protection (TPI 70), Vitamin B3 and broad-spectrum 4xSunscreen.This permutation works effectively as an Anti-tan and also reduces five types of spots like:
• Sun Spots
• Acne Spots
• Pimple Marks
• Freckles
• Dark Patches
Packs and MRP*: 50g @ Rs. 150/-, 30g @ Rs. 80/-, 8g @ Rs. 15/-
c.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/-
d.Whitening Body Wash -Active Whitening
This body wash consists of essential nutrients and skin nourishing Vitamin E that fixes and builds men’s skin health.
Packs and MRP*: 220ml @ Rs. 125/-
e.Body Wash-Fresh Hydrating
This hydrating body wash contains essential nutrients and skin nourishing Vitamin E that fixes and builds men’s skin health.
Packs and MRP*: 220ml @ Rs. 125/-
f.Body Lotion-Fresh Hydrating
Vaseline Men Fresh Hydrating lotion with Vitamin E factor, helps FIX & BUILD men’s skin health.
Packs and MRP*: 220ml @ Rs. 140/-, 120ml @ Rs. 75/-
g.Whitening Face Wash -Whitening Antispot
This anti-spot face wash has Vitamin B3 factor antioxidants that fixes and builds men’s skin health.
Packs and MRP*: 50g @ Rs. 75/-
h.Whitening Face Wash -Refreshing Oil Control
This oil control face wash has oil control agents, multi-vitamins and minerals that fixes and builds men’s skin health.
Packs and MRP*: 50g @ Rs. 75/-
9.Healthy Hand and Nail
In 2 weeks, strengthens nails and softens cuticles. In 4 weeks, diminishes the appearance of age spots, fine lines and wrinkles with regular use.
Packs and MRP*: 75ml @ Rs. 50/-,
400ml @ Rs. 200/-
Available At: All leading supermarkets
10.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
11.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. Psychographic Segmentation.
4. Buyer Behaviour 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 Manali:
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 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!!
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.
