Juicy Ayo Sulit 10 step marketing plan

10 STEP MARKETING PLAN FOR VASELINE PETROLEUM JELLY (PHILIPPINES)

Ayo SulitNovember 2012

ph.linkedin.com/in/ayosulit

DISCLAIMER

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.


Catering to the Families…

1. Target Market: Families, particularly ones that have children

2. NWD: To have healthy, beautiful skin for the whole family

3. Competitors: Apollo, Specialty soaps, Healing creams, moisturizers, lotions

4. Gap: All-in-one product for skin care5. Market: Unilever annual sales are 27

billion, Vaseline Petroleum Jelly has an estimated market share of 90% for its product.


6. Product: Vaseline 100% Pure Petroleum Jelly (VPJ)

7. Price: P219.75 for 368g conatiner 8. Promo: Newspaper Advertisements, Events

& Experiences 9. Place: Distributed nationwide in

department stores and cosmetic stores 10. Strategy: VPJ is the market-leader due its

leverage of supply and distribution, and is the top in its niche


Families pay for skin health

Primary Target Market

Demographics: 18-60 year old Female preferably with children, Class A/B/C, Single or Married.

Lifestyle: Single females who are career-driven and always on the go; Mothers who manage the family’s groceries including skin care products.

Behavior: Used for almost any skin concerns such as rashes, dryness/chapped skin, cuts & wounds, fine/dry lines, windburn. Amount used depends on the skin concern. Can be used everyday.


My PTM Needs

6Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

I am able to take care of my self/entire family

My/ my family’s skin will always be protected


2. PTM’s Needs, Wants & Demands

Needs: Females find the need to take care of their own skin’s safety, as for Mothers- their family skin’s safety, and achieve self-actualization

Wants: Females/Mothers prefer VPJ over any other petroleum jelly and skin care products because of the credibility and awareness of the company and brand itself, price, quality, usefulness

Demands: Females/Mothers demand an all-in-one product that caters to all skin concerns (healing, maintaining, protecting) for their selves and their families, safe to use on most parts of the body, child-friendly product


kid-friendly

3.The petroleum jelly industry has few competitors

Direct: Apollo Pure Petrloeum Jelly , Babyflo, Sureaid

Indirect: Specialty soaps, healing creams, lip balms/gloss, moisturizers, lotions

Variables: Age, Price, Size of container, Availability, Product Versatility , Benefits, Packaging, Frequency of use


2x2 competitive position map for Petroleum Jelly in Philippines

Price/ Age Matrix

0-13 yrs 13-24 yrs 25-49 yrs 50yrs up

High price

Low Price

VASELINE

Apollo

Price vs. Age Matrix


VASELINEVASELINE

Apollo Apollo

Babyflo

Babyflo

Babyflo

Babyflo

Babyflo

Babyflo

Sureaid

Sureaid

Sureaid

Sureaid

Benefit Positioning vs. Brand Map for Petroleum Jelly in the Philippines


4. The gap between customers and competitionWhere is the marketing opportunity?- Vaseline Petroleum Jelly is not limited for female or baby

use only, even Men can benefit from the skin healing, protecting and rejuvenating qualities of VPJ.

What NWDs are not being addressed?- One thing that can be addressed is the versatility of the

VPJ as a complete skin care product. Also, VPJ can be heavily used for sports (cuts/bruises/wounds) and intimate activities as well.

What can be the unique selling proposition for the new product?

- “Your complete, all-in-one skin care you can bring anywhere!”

-


5a. Market Data Research

1. Unilever sales for the year was over P27 billion from 17 brands, from Axe to Vaseline

2. Unilever Philippines held the leading position in skin care in 2011, with a 27% share of sales in value terms. Its Pond’s, Vaseline and Dove brands continued to produce healthy revenue for the company

3. Urban consumers used 67.8% of the total skincare products sold in the Philippines


References

http://www.reportbuyer.com/consumer_goods_retail/cosmetics_grooming/skincare/skincare_philippines_market_forecast_consumer_demographics.html

http://www.researchandmarkets.com/reports/1524137/skincare_in_the_philippines_market_forecast_and

http://www.euromonitor.com/skin-care-in-the-philippines/report

http://www.abs-cbnnews.com/business/04/06/08/unilever’s-new-chief-sees-robust-sales-sustained


5a. Market Data Research

5b. Based on Unilever date, where VPJ share is 27%, total market size is P5.5 billion

1. Unilever Philippines sales data: Vaseline Petroleum Jelly may be at P1.5 billion

2. Unilever claims market share of 27%

3. Then total petroleum jelly market size is P1.5 billion/0.27 = P5.5 billion


5c. Consumer data indicates a size of P13 billion

Petroleum Jelly consumption:

Roughly assuming that around 5 million Filipinos can finish a 368g at cost 219.75 container of Vaseline Petroleum Jelly every 2 months:

5M x 219.75 x 6 = P6.6 billion


5. Concluded that petroleum jelly market is P5 billion

1. Competitor data= P 5 billion

2. Company data = P 5.5 billion

3. Customer Usage data = P 6.6 billion


6a. Photo of product category


Other products from brand

variants

6a. Photo of product competitors


6b. Product Description

Manufactured by Chesebrough Mannufacturing Company, until Unilever bought the company in 1987

For 140 years, it has been ultimate skin tool for multiple uses Made using a unique triple purification process which creates pure

petroleum jelly that naturally works with skin Can be used in skin and even on face Contains no colors, fragrances or irritants. Hypoallergenic and non-

comedogenic Key active ingredient: 100% White Petrolatum USP Sizes: 49g, 106g, 212g, and 368g Variants: Cocoa Butter and Baby


7. Price


Brand 25g 50g 100g 200g 368g Variants

Vaseline

P64P115.8

5P164.5

0P219.7

53

Apollo P26.50 P44 P77.85P127.5

01

Babyflo P30.75 P93.55P150,6

53

Sureaid P24 P74 2

8a. Which of these modes does your product use?


2233

44

11

8. Promotions

There are no readily available advertisements for Vaseline Petroleum Jelly, but there are plenty for the company brand Vaseline.

Perhaps if VPJ ads were more prevalent in print, radio or TV, product awareness would be a lot higher.


8. Promotions


http://www.youtube.com/watch?v=_V9hDR8XDDw&feature=related

8. Promotions


http://www.youtube.com/watch?v=B4bqv1eVHXs

8. Promotions


http://www.youtube.com/watch?v=DXwyisO-p1s

8. Promotions


http://www.youtube.com/watch?v=uN_i9DFP0HU

8. Promotional Event: Global Hand Wash Day


8. Promotional Event: Vaseline Men Xterra


8b. Competitor promo


Apollo petroleum jelly

8b. Competitor promo


There are no available advertisements directly for Babyflo and Sureaid (Watsons only)

9. PLACE Vaseline Petroleum Jelly is available in:

Department stores Cosmetic stores Specialty shops (U.S. imports)

Available Nationwide Can be purchased online using credit

card payment/paypal


10. What is the generic winning strategy? Vaseline Petroleum Jelly relies on its well-

known brand as the market leaders in Petroleum Jelly and the original product.

Its strategy is to make the niche market of 18-60 females be aware of its brand and significant yet versatile use of the product.

VPJ benefits from Unilever’s distribution leverage in the industry.


SUMMARY

33ph.linkedin.com/in/ayosulit

Catering to the Families…

1. Target Market: Families, particularly ones that have children

2. NWD: To have healthy, beautiful skin for the whole family

3. Competitors: Apollo, Specialty soaps, Healing creams, moisturizers, lotions

4. Gap: All-in-one product for skin care5. Market: Unilever annual sales are 27

billion, Vaseline Petroleum Jelly has an estimated market share of 90% for its product.


6. Product: Vaseline 100% Pure Petroleum Jelly (VPJ)

7. Price: P219.75 for 368g conatiner 8. Promo: Newspaper Advertisements, Events

& Experiences 9. Place: Distributed nationwide in

department stores and cosmetic stores 10. Strategy: VPJ is the market-leader due its

leverage of supply and distribution, and is the top in its niche


Families pay for skin health

10 STEP MARKETING PLAN FOR VASELINE PETROLEUM JELLY (PHILIPPINES)

Ayo SulitNovember 2012


Juicy Ayo Sulit 10 step marketing plan

Documents

vaseline petroleum jelly

unilever annual sales

estimated market share

petroleum jelly

niche ph

368g conatiner8

cosmetic stores10

promotional event