10 step marketing plan for Vaseline Shampoo

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10 STEP

Marketing Plan for

Vaseline Shampoo

Rhea G. Jardin

July 2012

www.slideshare.net/rgjardin

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.

Disclaimer


1. Vaseline PTM are budget conscious mothers

2. Who want to have a product that suits the needs of every family member

3. Can choose Rejoice and Sunsilk

4. Gap is all other brands are more known for offering wide variety of shampoo mostly for active females

5. The market size is P20 Billion. Vaseline niche is P3.5 Billion (or 17%)

Steps 1 to 5

The family that shower

together…….


6. Vaseline is a shampoo that restores proteins to hair leaving it healthy and glowing

7. 23% cheaper than Rejoice and 27% cheaper than Sunsilk*

8. Uses TV, events and experiences

9. Distributed nationwide

10. Uses niche approach to win

*based on bottle packaging of 180ml and 275ml

Steps 6 to 10

Mothers pay for health

benefits


1. Vaseline primary target market

(PTM) are budget conscious

mothers

28-37 years old, social class AB and C, married with kids

Working moms or plain housewives in charge of the family’s monthly budgeting

Taking a bath at least twice a day and demand soft, manageable and healthy hair that would satisfy the needs of every family member at a budget friendly price


PTM needs to be reliable and

dependable by their families…

6

Self-Actualization Needs

(Self-Development

& Realization)

Esteem Needs (Recognition,

Status)

Social Needs (sense of belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

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

I’m happy when I satisfy the needs of my family

I want to be dependable

I want my family to be protected


2. Mothers have specific wants

and demands for their families

Mothers need to have the fulfillment that they were able to satisfy the needs of their families, and achieve self-actualization

Mothers prefer, choose Vaseline Shampoo over other shampoo products because of value for money, packaging, fragrant smell, brand promise of Healthy Glowing hair

Mothers demand smooth and glowing hair, fragrant smell that lasts the whole day, mild ingredients that are suitable even for kids


3a. Vaseline Shampoo has

many tight competitors

Direct: Rejoice, Sunsilk, Head & Shoulders, Palmolive, Pantene, Loreal, Dove

Indirect: Hot Oil Treatment, Gugo essence, hair moisturizer

Variables: Age, Price, packaging, different categories, availability, mild and gentle to use


Vaseline Shampoo is #1 in niche:

premium product for mothers

Price/ Age Matrix

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

High price

Low Price Rejoice

Fizz

Vaseline w/Amino Collagen

Plus

Vaseline w/Germ-Fighting

Formula

SunsilkPantene

Price vs. Age Matrix

as of 2011

Loreal

Vaseline w/Active Aloe-

WheatProteins

VaselinePalmolive

Sunsilk

Loreal

Dove

RejoiceAnti-Dandruff/

Silk

Pantene

Dove


Vaseline’s niche is healthy

glowing hair

Benefit Positioning vs. Brand Matrix

as of 2011

Rejoice Rejoice Rejoice Vaseline Vaseline Vaseline Sunsilk Sunsilk Sunsilk Sunsilk Sunsilk Sunsilk

Functional Benefit FizzAnti-

dandruff SilkAmino

CollagenGerm-

fightingAloe-

Wheat Keratin Fruitamin

Amino-Collagen

Olive Serum

CeramideMacadamia Soya

Smooth & Manageable

Healthy glowing

Hair fall solution

Anti-dandruff

Dry & damaged hair

Strong & long

Straight & frizzy

Soft & smooth


4. Vaseline Shampoo positions

strongly in a niche market opportunity

Vaseline is the shampoo

that offers Amino Collagen Plus, a natural protein ingredient that helps keep hair soft, shiny and fragrant

for budget conscious mothers

Rejoice shampoo tried to copy the position of Vaseline by introducing the Quatro Pack similar to Vaseline’s four chamber sachet

Vaseline shampoo has positioned itself in the market segment with its innovation of offering a product suitable for the entire family


4. “Positioning”: brand identity from

the maker

Uno, Dos, Tres, Quatro……

It is the only shampoo that gives glowing, healthy hair, and has always been known to promote togetherness and intimacy within the family through its brand values and principles…

Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx


4. “Positioning”: brand identity from

the maker

It was also the first brand to introduce the innovative double-chamber shampoo sachet that offered an easy, hassle-free bathing experience enough for the entire family

Hair loses proteins and need to be replenished to keep it healthy.

Healthy hair is the first step to hair that always looks and smells good.



5a. Based on competitor data, the

market industry is P20 billion

Market size for shampoo: 20 billion Sunsilk: 30%

Vaseline: 17%

Rejoice: 15%

http://business.inquirer.net/28313/%E2%80%98should-we-drop-advertising-from-our-budget-and-put-it-all-on-promo%E2%80%99

http://www.philstar.com/Article.aspx?articleId=38087


























http://www.philstar.com/Article.aspx?articleId=38087


5b. Based on Unilever data, where

Vaseline share is 17%, total market

size is 20 billion

1. Unilever Philippines annual sales data: P24 billion; Vaseline sales may be P3.5 billion

2. Vaseline shampoo claims market share of 17%

3. Then total shampoo market size is

P3.5 billion / 0.17 = P20 billion


5c. Consumer data indicates

a size of P21.9 billion

Shampoo consumption:

50 out of approximately 88 million Filipinos bathe daily using 4.5ml of shampoo which costs around P1.20 per bathing

50M x 1 x P1.20 x 365 = P21.9 billion


5. Concluded that shampoo

market is 20 billion

1. Competitor data= P20B

2. Company data = P20B

3. Customer Usage data = P21.9B


6a. Vaseline has superior

displays on shelf like Rejoice


6b. What makes Vaseline

different as a product?

Vaseline shampoo restores protein to hair so it remains soft, shiny and fragrant – the key indicators of healthy hair

Vaseline shampoo is the only shampoo that has Milk Proteins and Germ-Fighting formula that kills germs in the hair and scalp that causes dandruff



6b. Vaseline shampoo

offers 4 variants

1. Vaseline Healthy Glow Shampoo with Active Aloe-Wheat Proteins

2. Vaseline Healthy Glow Shampoo with Amino Collagen Plus

3. Vaseline Healthy Glow Shampoo with Germ-Fighting Formula

4. Vaseline Healthy Glow Shampoo with Phot-Lipid Plus



7. Brands have small price difference

on retail packaging but Vaseline is

cheaper in bottle packaging

Unit price per ml Unit price per LITER

Price Sachet* Bottle Pouch/Refill Sachet* Bottle Pouch/Refill Daily **

Packaging per pack 18 ml 275ml 275 ml 18 ml 275ml 275 ml Consumption

Vaseline 6 sachet pack 28.75 0.27 - - 266.20 - - 1.20

Vaseline 275ml bottle 99.75 - 0.36 - - 362.73 - 1.63

Vaseline 275ml refill 82.75 - - 0.30 - - 300.91 1.35 *one sachet is composed of 4 chambers

**equivalent to one chamber of 4.5ml shampoo


Price Sachet* Bottle Sachet* Bottle Daily **

Packaging per pack 16 ml 180ml 16 ml 180ml Consumption

Rejoice 6 sachet pack 27.75 0.29 - 289.06 - 1.16

Rejoice 180ml bottle 84.75 - 0.47 - 470.83 1.88 *one sachet is composed of 4 chambers

**equivalent to one chamber of 4ml shampoo


Price Sachet* Bottle Sachet* Bottle Daily **

Packaging per pack 13.5 ml 180ml 13.5 ml 180ml Consumption

Sunsilk 6 sachet pack 24.75 0.31 - 305.56 - 2.06

Sunsilk 180ml bottle 89.75 - 0.50 - 498.61 3.37 *one sachet is composed of 2 chambers

**equivalent to one chamber of 6.5ml shampoo

Actual retail price at Save More (July 3, 2012)


8a. Vaseline uses TV ads,

promotional items & songs


8a. Vaseline has enjoyable

and funny commercials

http://www.youtube.com/watch?v=DXwyisO-p1s&feature=em-share_video_user







8a. Vaseline has commercials

that promote family relationships

http://www.youtube.com/watch?v=IDfpV7RzcYY&feature=em-share_video_user





8b. Sunsilk remains at #1

with 30% market share


8b. Tight competition with

Rejoice Shampoo


9. Vaseline Shampoo is

distributed nationwide

Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls

Nationwide

Pick up by customers or online shopping

Cash and credit transactions


10. Vaseline is a niche leader

Vaseline’s main strategy is to dominate the niche market of the budget conscious mothers whose desire is to satisfy and meet the needs of her family

It has a very reasonable cheaper price as compared with top competitors but still offers the best value for money


1. Vaseline PTM are budget conscious mothers

2. Who want to have a product that suits the needs of every family member

3. Can choose Rejoice and Sunsilk

4. Gap is all other brands are more known for offering wide variety of shampoo for mostly active females

5. The market size is P20 Billion. Vaseline niche is P3.5 Billion (or 17%)

Steps 1 to 5

The family that shower

together…….


6. Vaseline is a shampoo that restores proteins to hair leaving it healthy and glowing

7. 23% cheaper than Rejoice and 27% cheaper than Sunsilk*

8. Uses TV, events and experiences

9. Distributed nationwide

10. Uses niche approach to win

*based on bottle packaging of 180ml and 275ml

Steps 6 to 10

Mothers pay for health

benefits

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10 STEP

Marketing Plan for

Vaseline Shampoo

Rhea G. Jardin

July 2012

Date post:	15-Jul-2015
Category:	Health & Medicine
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10 step marketing plan for Vaseline Shampoo

Health & Medicine