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.
 INTRODUCTION TO UNILEVER
Hindustan Lever Ltd

Food and Beverages Home and Personal Care

Deodorants
Skin Care Products Hair
Soaps, Detergents
Care Products & Fragrances

Vaseline Ponds Fair & Lovely

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.

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 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!!

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.