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. Theres a large set of people who dont 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 doesnt 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 quickpenetrating 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 its healthy and cared for, our skin has the natural ability to maintain a light tone and clear texture. Unfortunately, when its exposed to the sun, the skins natural lightening processes are interrupted. Pigment producing cells become increasingly active, tanning the skin, and leaving it several shades darker than its 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 skins 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 skins 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 mens 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 skins 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 companys offer so that it occupies a distinct and valued place in the customers 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 Indias 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 Indias buying potential lies in its villages. Thus for the countrys 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 Vaselines 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 Vaselines 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 skins 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 Vaselines 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 Indias 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. Indians 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, its 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 wont 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