vaseline body lotion_bm_ayush gutgutia_pgp30368
TRANSCRIPT
BODY LOTION
MARKET
POTENTIAL
REVENUE
MILLIONS
BILLIONS !!!
POTENTIAL MARKET!!!
TAP THE MARKET
WHAT TO DO???
Every extension of knowledge arises from making the conscious the unconscious.
– Friedrich Nietzsche
VASELINE SKIN CARE (BODY LOTION)
VASELINE BODY CAREAyush Gutgutia
PGP-30/[email protected]
+91-7838448012
Brand Extension: HUL - BODY LOTION!!!
Hindustan UnileverLimited
“Our people are our biggest asset. I firmly believe that the growth of our business is intrinsically linked with the growth of our people. We have always encouraged diversity, agility and a performance-driven organizational culture” - Mr. Hairsh Manwani, Chairman HUL
HUL - GROWTH Over the Years!!!
1888-19101910-19301930-1950 1950-1970 1970-1995 1995-2005 2005+• Sunlig
ht soap, Lifebuoy, Pears, Brooke, Lux introduced in India
• UNILEVER formed through merger
• Vim, Vinolia, Vanaspati Rinso Soap, introduced
• Soap manufacture begins at Sewri factory
• Agencies in Mumbai, Chennai, Kolkata
• First Indian Director
• Three companies merge to form Hindustan Unilever Limited
• Ten-year modernisation plan for soaps and detergent plants
• Indian shareholding increases to 34%
• HUL enters branded staples business with salt
• Launch of Hindustan Lever Network; acquisition of the Amalgam Group
• Brookefields food operations moved to Mumbai
• Company name formally changed to Hindustan Unilever Limited
• HUL completes 80 years on October 17 2013
Vaseline Lip Therapy
Vaseline Total Moisture
Vaseline Jelly Vaseline Healthy White
Vaseline Total Moisture Vaseline Healthy White
BRAND EXTENSION
Source: http://www.vaseline.in/
PRODUCT CATEGORY SIZE
Figures (in INR mn) • Indian market is the 11th largest in skin
care industry Source: http://www.portal.euromonitor.com/
MARKET SHARE (SKIN CARE)
• Unilever is the biggest player in skin care industry in India• Unilever has more than 50% market share and is expected to grow due to the
launch of new products• Distribution channel (urban and rural) of Unilever is its competitive advantage
Source: http://www.portal.euromonitor.com/
MARKET SHARE (VASELINE)
• Vaseline is the largest brand in body care segment• Market share has declined in 2013 due to the movements in the
competitors strategySource: http://www.portal.euromonitor.com/
MARKET SHARE GROWTH (HUL)
• Unilever is the largest player in industry• Market share has declined in 2013 but then also they are enjoying more than 50%
share• Market share is expected to grow for Unilever due to the launch of new products
Source: http://www.portal.euromonitor.com/
TOTAL MOISTURE LOTIONCombination of: vitamins, minerals and conditioning moisturizers. Replenishes 100% of daily hydration, along with the essential nutrients that skin needs to be vibrant and feel healthy every day
Key ingredients: Protein from Soya & Oat extracts and Vitamin E
Packs and MRP: 20ml @ Rs. 6/-, 40ml @ Rs. 22/-, 100ml @ Rs. 49/-, 300ml @ Rs.119/-
Available at: 100ml and 300ml packs are available at leading mass merchandise stores, chemist and drug stores and in leading supermarkets, 20ml pack available at mass merchandise stores and chemist and drug stores.
HEALTHY WHITE SKIN WHITENING BODY LOTION
Vaseline Healthy White skin lightening body milk works with the skin to reverse signs of darkening and prevent future pigmentation
Balanced combination of vitamin B3, yoghurt serum and conditioning moisturizers hydrate and even out skin tone. Triple sunscreens help prevent future darkening anden courage the skin to lighten itself.
Key ingredients: Vitamin B3 – known to enhance skin’s natural lightening process to help bringout its natural fairness• Yogurt serum – Helps provide moisturization and nourishment to skin• Triple sunscreen - to help prevent further darkening caused by damagingUVA and UVB rays.
Packs and MRP: 40 ml @ Rs. 25/-, 100ml @ Rs. 60/-, 300ml @ Rs. 150/-
Available at: 100ml and 300ml packs are available at leading mass merchandise stores,chemist and drug stores and in leading supermarkets. 40ml pack available at massmerchandise stores, chemist and drug stores and in leading supermarkets
VASELINE HEALTHY WHITE SPF 24 TRIPLE LIGHTENING BODY LOTION
Vaseline healthy white SPF 24 triple lightening body lotion gives three layers of protection that helps keep skin fair and even toned in a light, non-sticky, daily moisturizer
Packs and MRP: 100ml @ Rs. 99/- & 350ml @ Rs. 399/-
Available At: In leading supermarkets
Segmentation Targeting
• Mix strategy: Demographic, Geographic, Psychographic, Buyer Behavior, Volume
Segmentation
• Women in their mid-20s onwards
• Combination of mass and prestige
• Tap the segment in between the mass and the premium end
• Focus on family uses of Vaseline
Target Segments
SEGMENTATION - TARGETING
Competitors
CONSIDERATION SET
• Unilever other brands are close competitors with Vaseline like Ponds & Lakme
• Amway & Nivea are the second and third largest player respectively in the industry
COMPETITIVE LANDSCAPE Widespread popularity and countrywide availability of brands like Fair & Lovely and Pond’s. Strong distribution in second-tier cities and rural areas Brand Fair & Lovely in smaller pack sizes to maintain its affordability and share International leader
Strong competitor
Strengthen their positions by expanding their distribution and widening their product portfolios by entering other categories
Introduced new products Organized marketing campaigns to gain sales, mainly in rural areas and second-tier cities.
Introduction of men’s skin care products in 2013 and 2014
POP & POD• Price: Minute difference in
pricing strategy by all the brands
• Promotion: Same across all the brands
Points-of-
parity• Product: Key ingredients are
different across the brands • Vaseline: 100% White
Petrolatum• Distribution channel of HUL
Points-of-
difference
Brand Positioning
BRAND POSITIONING (1/2)High on White Petrolatum
Low on White Petrolatum
Low Price High Price
BRAND POSITIONING (2/2)• Positioning: Healthcare platform with a body lotion and a
petroleum jelly cream. •Uses: Pomade for the hair Used by males as a personal lubricant. • A seasonal brand, unlike Pond's, Vaseline also has a foot
care cream, which has remained a niche product with limited demand during winter. • The Unique Selling Proportion of Vaseline is its 100% White
Petrolatum
“The art of marketing is the art of brand building. If you are not a brand, you are a commodity.”
- Philip Kotler
Ayush GutgutiaIIM Lucknow
Thanks for your time
Prof Sameer Mathur
Marketing professor
IIM LucknowBRAND MANAGEMENT: A course by Prof Sameer Mathur for PGP-MBA
students @professormathurIIM Lucknow