Case Study Of Vaseline
POST EVALUATION REPORT OF “VASELINE GLOW SRI LANKA” CAMPAIGN
Vaseline in Sri Lanka
Vaseline is a global renowned brand for moisturizing of body skin and in the earlier it was introduced as a medicine. It has a history of 145 years. When it comes to Sri Lanka context, Vaseline is a body lotion that has established itself as the number one adult body care brand in Sri Lanka since its launch in 2009. The secret behind this huge success is the continuous sampling activity the brand has been carrying out in all parts of the country tapping millions of consumers.
Vaseline was first launched in Sri Lanka with the healthy white variant that promises “Body skin as fair as facial skin” followed by the core portfolio that promises “24 hours of soft, smooth
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In comparison to a sister category such as face creams it has massive head room to grow. Also even though the full brand is 12.4% penetrated, the core portfolio is only 3.2% penetrated delivering 35% of the annual turnover (MAT June 2014 LMRB). Therefore, Vaseline is firmly clubbed in to the growth phase of the product life cycle along with the adult body care industry.
When it comes to adult body care industry, Vaseline core portfolio has a market share of 41.5% and growth rate of 7.8% (MAT June 2014 LMRB)
Analysis of Internal & External Drivers - SWOT Analysis
According to marketing strategy of Unilever, SWOT analysis as follows. STRENGTHS
144 years of rich history
High quality, internationally tested products that continue to deliver high sales growth
State of the art laboratory facilities & specialized R&D teams experimenting on brand’s
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A herbal based competitor, "Nature 's Secrets" is driving this and has managed to convince rural consumers.
At the time that Vaseline was being launched in Sri Lanka, the body care market was mainly baby care with a volume share of 71.4% (LMRB 2009). They have now recognized that sub optimal solutions such as baby creams are not suitable for adult body skin care needs. There is heightened media education on skin and skin care needs as well as external environmental factors that affect skin carried out by dermatologists. Therefore, from a time where consumers were just content with whatever the shop assistant recommended them to buy, the current consumers nowadays are found to browse online and consult beauticians or doctors before they purchase a
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