Report ON

Submitted to:

Zakia Binte Jamal

Lecturer A (Equivalent to Senior Lecturer)
School of Business (IUB)

Submitted by:

Name: ID
Sakiba Akter Moumita 1811322

Al Mahde Hassan Apon 1920897

Aibur Rahman Emon 1810681

Khadija Nabiha Tarin 1810673

Tanushree Ghosh 1921053

T.M. Tanvir Hasnain 1810241

Course Title: Principles of Marketing

Course Code: MKT201

Section: 3

Autumn 2020

INDEPENDENT UNIVERSITY, BANGLADESH

10th January, 2021
 Table of Contents
• EXECUTIVE SUMMARY ....................................................................................... 2
• INTRODUCTION ..................................................................................................... 3
• CURRENT MARKETING SITUATION ............................................................... 3
• TARGETING STRATEGIES .................................................................................. 4
• S.W.O.T ANALYSIS ................................................................................................. 6
• MARKETING STRATEGY .................................................................................... 8
• FINANCIAL PROJECTION ................................................................................. 10
• CUSTOMER FEEDBACK ..................................................................................... 14
• CONCLUSION ........................................................................................................ 14
• REFERENCE .......................................................................................................... 14

Name: ID: Working

✓ Sakiba Akter Moumita 1811322 ▪ EXECUTIVE SUMMARY
▪ INTRODUCTION
▪ CURRENT MARKETING SITUATION
✓ Tanushree Ghosh 1921053 ▪ TARGETING STRATEGIES

✓ Khadija Nabiha Tarin 1810673 ▪ S.W.O.T ANALYSIS

✓ T.M. Tanvir Hasnain 1810241 ▪ MARKETING STRATEGY

✓ Aibur Rahman Emon 1810681 ▪ FINANCIAL PROJECTION

✓ Al Mahde Hassan Apon 1920897 ▪ CUSTOMER FEEDBACK

▪ CONCLUSION

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 EXECUTIVE SUMMARY

Vaseline is a brand of skin care belonged to Unilever. The brand story began in1859 when
Robert A.Chesebrough accidentally discovered a naturally-occurring byproduct in oil drilling
process that seemed to have remarkable skin-healing properties of healing the cuts and burns.
Since then, he focused on studying about skin care products from this petroleum jelly and body
lotion.

In 1870, Chesebrough introduced the very first skin care product of Vaseline. Its products were
so popular that every American family had at least one Vaseline’s product at that time. Now
Vaseline’s products are being sold in more than60 countries in the world, including Vietnam.
With more than 140 years experiences, Vaseline's proud of being the expert in skin care,
especially body lotion and deep understanding about the need of skin care product of women in
the world.

The purpose of this report is to propose a marketing plan for Vaseline, examine reasons for the
decline in sales of Vaseline over the past years and recommend ways to increase its product sales
and awareness. The analysis aspects include Situation Analysis, Marketing Objectives,
Consumer behavior, Measuring of Target Markets and Implementation and Evaluation of
Strategic Marketing Mix.

Unilever Vietnam has only manufactured and distributed 2 product lines throughout the country.

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 INTRODUCTION

▪ Vaseline is a very famous brand among the skin care product category in India. It was
originally produced by Chesebrough-Ponds, which was then purchased by Unilever in 1987.
Vaseline Petroleum Jelly - the 'Wonder Jelly' introduced in 1870 and Vaseline Intensive
Care Lotion has helped deliver healthy-looking, moisturized skin for 135 years. Today
Vaseline products are available in over 142 countries around the world.

Company Mission

➢ Unilever's corporate mission is “to add vitality to life. We meet every day needs for
nutrition, hygiene and personal care with brands that help people feel good, look
good and get more out of life.”

Company Vision

➢ Unilever’s vision is “to grow our business, while decoupling our environmental
footprint from our growth and increasing our positive social impact.”

Company Culture

➢ Unilever’s organizational culture supports high performance on human resources,

which emphasizes the significance of employee output. This corporate culture also
points to the importance of criteria or measures used to determine required output
and adequacy of output.

Brand Mission

➢ Vaseline brand mission is “to provide the knowledge, advice and products that
enable everyone to enjoy great, healthy looking skin every day.”

CURRENT MARKETING SITUATION

Nowadays, the world is become hotter day by day due to the greenhouse effect. The difference in
temperature can also be observed by people. This climate change entails everyone to find the
best skin care product. In this context, Vaseline could have the great chance to attract more
customers because of its established trust in the market, but to promote it in more efficient way;
it needs implementation of marketing activities related to brand promotion and development. To
implement the plans, there should be a proper and well-defined list of those marketing activities
to be done for brand promotion. There are numerous marketing activities emerge to promote this

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particular brand. Some principle areas of Vaseline marketing plan and activities are as following;

• Online marketing and direct marketing

• Event- press conference
• Public relation
• Advertising
• Consumer promotion
• Trade promotion
• Research & Development

For this, company’s people will be responsible to implement those plans and activities. As far as
Vaseline in considered, it is a personal care brand of Unilever.

TARGETING STRATEGIES

▪ The preference of prospective buyers for the selling of goods or services by a corporation.
The strategy of targeting includes market segmentation, choice of which market sectors are
suitable and identification of the goods to be sold in each field. Targeting strategies also
depends on market segmentation. Segregation of market has divided into four categories
like as following.

• Demographic: Age, gender, income, education, race, marital status, education, household,
height, length of residency, form of residence or even occupation.

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 • Psychographics: This applies to behavioral 'personality and feelings' related to buy options
like behaviors, lifestyle, hobbies, aversion to risk, personality and management
characteristics. Read and TV magazines. Psychographs tell you 'why' your customer buys
while demographics suggest 'who' your customer is.
• Geographic: Region, country and area are considered to divide the market for selecting
potential customer.
• Behavioral: Life style, values and norms are considered to divide the market to target the
potential customer.

Vaseline Petroleum Jelly is targeted at families of children in particular. Brand demographics

include 18-60 years of age Women with children, single women guided by a job and still on their
way. Families are used as healers for dry rough skins, especially in winter. It is a product for
skincare and for everyone from children to professionals to housewives, it is the largest / biggest
skin-care product in India for winters and is available via the corner to the country.

• Positioning maps are the last element of the STP process. For this to work, you need
two variables to illustrate the market overview.

Market placement refers to the potential in contrast with rivals to affect demand with relation to a
brand or product. The goal of the market positioning is to create a brand or product's reputation
or identity in order for consumers to view it in a certain way.

High Price

Low Quality High Quality

Low Price

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 S.W.O.T ANALYSIS

Strength:
➢ Market reminder is high – since 1859 Vaseline has existed and very a few brands
have such a history. It has relaxed the skin for years and mastered the craft, so it is
loved for its capability across the world. Therefore, the reminder of the brand is not
surprising. For petroleum jelly, this brand is generic. Chemical with a high degree of
use – petroleum jelly is almost a natural product to control the burning of the skin,
during cold weather and dry weather. Petroleum jelly has different applications and
plays an important part in the conditioning of the skin. It is also contained in every
home, kept as a protective precaution in the bathroom or in the fridge.
➢ Good Production and Presence – Vaseline has been operating in more than 70
countries in the most recent past and more preparations have been made for expansion
since HUL is aware of the need to offer more goods to developed countries and is the
right market.

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 Weakness:
➢ Expansion is in very competitive segments – While Vaseline's core segments are
strong and brand value stronger, growth in both saturated and competitive segments
is expected. Numerous brands are present in the Skin Care Market including Nivea,
Johnson and many others. Infringements of counterfeits and trademarks –
Vaseline in many countries faces the issue of counterfeiting and misuse of brands
and is incapable of regulating them. The manufacture of petroleum jelly is simple
and inexpensive, making its falsification quick.

Threats:
➢ Lack of sales all year round – Vaseline revenue shrinks throughout the year and is
expected to change seasonally due to the existence of key items. The winter season
is most likely to be when sales is the highest. This revenue shortfall would affect
operations.
➢ Few brands but less growth – very few brands deal for petroleum jelly Vaseline.
They're two of them, Nivea and Johnson and Johnson. However, the scope of the
extension of the product itself is constrained since the main product cannot be
innovated.

Opportunities:
➢ Increasing marketing communications – Vaseline wants to improve marketing
communications so that it can take on this segment because the skin care business
is competitive. While the market is strong, this segment's intake is also high. The
winner thus gets multiple incentives for his savings.
➢ Diversified products – Vaseline is designed to accelerate creativity and patents to
put products into the heart of the industry through the right people in its R&D
department. These inventions and patents will bring Vaseline to the top of the skin
care industry, thus creating a lot of cash cows for the brand – the HUL.

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 MARKETING STRATEGY

The market analysis of Vaseline company which cover the 4Ps

❖ Product
❖ Price
❖ Place & Distribution
❖ Promotions

Product Mix:

➢ The house of Unilever thinks about consumer and we make nine types of Vaseline
Lotion which have different types of variations for different ages consumer and
Gander. The quality of this all product that's belongs to the qualified product then
the others competitors. We always Understand the consumers value and needs. We
also concern about the male consumer also Vaseline keeps many types of Vaseline
Lotion for male such as Advance repair, Man Fast Absorbing, Cocoa radiant etc.
Many types of Intensive care for female or adult consumer. Vaseline Lotion healthy
bright helps to bring back skin's healthy radiance. Use every day helps to skin
glowing and skin healthier. it's removed the dull skin's & the skin get glow.

In this pandemic situation we offered the delivery for think about the consumer. we
always keep the qualified Vaseline Lotion Ensure to gives our best.

Pricing Strategy:

➢ We always concern consumer needs and demand. Our target to the all types of
market and also for consumer. The Vaseline Lotion company include different size
of all the body Lotion which price is different reason to all the consumer purchase
our product willingly. Every product category be it the body lotion has a basic
standard product which is lower pricing and taken a base. We target the middle-
income home for this Vaseline lotion, Vaseline lotion care products are among the
cheapest body care product available across markets then the other company. We
include many categories on lotion, also each category product has many sizes which
fact for price example Vaseline lotion health white started size 100ml too 400ml
where the price set up 2 dollars to 10 dollars. This pricing strategy help encourage
consumer to purchase the Vaseline Lotion products based on perceived affordability.

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 We also follow the psychological pricing strategy which offer Discount on our
Vaseline Lotion product to think about our consumer psychology. This pricing
technique to come in many forms.

Place and Distribution:

➢ For any kinds of company Distribution is the most important factor to the product
build up also for the consumer. Our company target to the whole global world and
we try to our product reached to all the people. Our product is available in more
than 60 countries with across the 6 continents. Our target marketing for all types of
consumer that's belong to our all Vaseline Lotion product are available in all the
departmental store, we distribute our product by whole sale because of customer take
our lotion nearby hand. Any kind of super shop keeps our product. So, if any
customer needs our product, they purchase our goods willingly also concern to their
problem. This is our worldwide businesses so many factories are all for the target
market.

• We also concern and build up the e- commerce sector such as our Vaseline Lotion all
types of Categories product are now available Amazon. Where the customer purchases
our goods at any countries to sit at home. We also offering the delivery services.
Vaseline Lotion company ensure the best distribution then the other ls competitors.

Promotional Strategy:

➢ Elements of marketing strategy define the tactics that Business uses to communicate
with the consumer. Suppose any company through a new product at that time it's so
much needed to introduce with the consumer. So, we follow some promotional step
to communicate with the consumer

❖ Advertising
❖ Sales promotion
❖ Direct promotion
❖ Social marketing

• The advertising is the most significant of the Vaseline lotion company. We use for the
marketing TV. Radio print media online media or different social media to create
awareness among the consumer. We also use the sales or trade promotion to concern
our consumer. We give offer and discount on our all Vaseline lotion product. The
Vaseline Lotion use also the newspaper bill board to introducing a product with
consumer. Vaseline Lotion in every year arrangement some social camp where we
promote the consumer which help the poor people as like as a social regular activity.
We were sponsored for the Kenya Fashion on week 2013. We always try our best for
our consumer concern and their thinking.

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 FINANCIAL PROJECTION

✓ Profitability Ratios:

Chart Title
25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
2018 2019
-5.00%

-10.00%

-15.00%

-20.00%

Profit Margin Return on Assets Return on Equity

Profitability Ratios 2019 2018

Profit Margin: 473166/ 2494892 -326701/ 2191221
Net Income/Sales =18.96% = -14.90%
Return on Assets: 473166/8789885 -326701/7852843
Net Income/Total Assets =5.38% = -4.16%
Return on Equity: 473166/5111514 -326701/4550012
Net income/Stockholders’ Equity =9.25% = -7.18%

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 ✓ Liquidity Ratios:

Liquidity Ratios 2019 2018

Current Ratio: 1193560/775638 1072452/361449

Current Assets/Current Liabilities =153% =297%
Quick Ratio: 1193560-580068/775638 1072452-494150/361449
Current Assets-Inventory/Current =100% =159.90%
Liabilities

✓ Asset Utilization Ratios:

Asset Utilization Ratios 2019 2018

Inventory Turnover: 2494892/580068 2191221/494150

Sales/Inventory
= 4.3010 Times = 4.43 Times
Fixed Asset Turnover: 2494892/7596325 2191221/6780391
Sales/Fixed Asset = 0.3284 Times = 0.32 Times
Total Asset turnover: Sales/Total 2494892/8789885 2191221/7852843
Assets
= 0.2838 Times = 0.27 Times
Accounts Receivable Turnover: 2494892/8320 2191221/10055
Credit sales/Accounts Receivable =299.86 Times = 217.92 Times

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 ✓ Debt Utilization Ratio:

Debt Utilization Ratio 2019 2018

Debt to Total Assets: 1840936/8789885 1,723,222/7852843

Total Debt/Total Assets =20.94% =21.94%
Long term debt to Assets: 1364108/8789885 1721308/7852843

Long term debt/Assets =15.51% =21.91%

Debt to Equity Ratio: 1840936/5111514 1,723,222/4550012

Total Debt/Equity =36.01% =37.83%

▪ Profit Margin
The net profit margin is the ratio of net income to sales, and indicates how much of each dollars
of sales is left over after all the expenses.
In Agnico Eagle Mines Limited case went up from -14.90% to 18.96% from 2018 to 2019. This
is favorable. It means their ability to make profit has increased.
▪ Current Ratio
The current ratio is the ratio of current assets to current liabilities; It indicates a company’s ability
to satisfy its current liabilities with its current assets.
In Agnico Eagle Mines Limited case Current ratio increased from 297% to 153 % from 2018 to
2019. This is unfavorable. A low current ratio means that the company is less likely to meet its
liabilities.
▪ Quick Ratio
The quick ratio is the ration of quick assets (generally current assets less inventory) to current
liabilities. It indicates a company’s ability to satisfy current liabilities with its most liquid assets.
In Agnico Eagle Mines Limited case Quick Ratio increased from 159.90% to 100% from 2018 to
2019. This is unfavorable. The company financial health has not improved.
▪ Fixed asset turnover
Fixed asset turnover is the ratio of sales to fixed assets. This ratio indicates the ability of the
company’s management to put the fixed assets to work to generate sales.
In Agnico Eagle Mines Limited case Fixed Asset Turnover increased from 0.32 to 0.3284 from
2018 to 2019. This is favorable.

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 ▪ Inventory Turnover
Inventory turnover is the ratio of cost of goods sold to inventory. This ratio indicates how many
times inventory is created and sold during the period.
In Agnico Eagle Mines Limited case Inventory Turnover has went up from 4.43 to 4.3010 from
2018-2019. This is unfavorable because it means their effectiveness of inventory management has
decreased. It is not important to have a high turnover.
▪ Total Asset Turnover
Total asset turnover is the ratio of sales to total assets. This ratio indicates the extent that the
investment in total assets results in sales.
In Agnico Eagle Mines Limited case Total Asset Turnover went down from 0.27 to 0.2838 from
2018 to 2019. This is more favorable. Because they are using their assets more efficiently. As
higher turnover ratios mean the company is using its assets efficiently.
▪ Accounts receivable turnover
Accounts receivable turnover is the ratio of net credit sales to accounts receivable. This ratio
indicates how many times in the period credit sales have been created and collected on.
In Agnico Eagle Mines Limited case Accounts receivable turnover has increased from 217.92 to
299.86 from 2018 to 2019. This is favorable. Because there are receiving rate has increased, which
will increase the efficiency of the organization.
▪ Total Debt-To-Total Assets Ratio
The total debt to assets ratio indicates the proportion of assets that are financed with debt (both
short−term and long−term debt).
In Agnico Eagle Mines Limited case Total Debt-To-Total Asset went down from 21.94% to
20.94% from 2018 to 2019. This decrease indicates a slight increase in risk. Companies with a
higher figure are considered riskier to invest in and loan to because they are more leveraged.
▪ Long−term debt to assets ratio
The long−term debt to assets ratio indicates the proportion of the company's assets that are financed
with long−term debt.
In Agnico Eagle Mines Limited case long−term debt to assets went down from 21.91% to 15.51%
from 2018 to 2019. This decrease indicates a slight increase in risk.
▪ Debt to equity ratio
The debt-to-equity ratio indicates the relative uses of debt and equity as sources of capital to
finance the company's assets, evaluated using book values of the capital sources.
In Agnico Eagle Mines Limited case it dropped from 37.83% to 36.01% from 2018 to 2019. Lower
figure is considered less risky to invest in and loan to because they are more impotence.

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 CUSTOMER FEEDBACK

▪ I have been using Vaseline body lotion for a while. The light scent is very nice and does
not cause any allergic reactions that some lotions have. It moisturizes really well and
absorbs right into the skin.

CONCLUSION

▪ Vaseline is positioned on the healthcare platform with a body lotion and a petroleum
jelly cream. The customer always sees the tangible attributes like performance level,
price, packaging, product components before buying the product. The main purpose of
this report is to develop a successful and systematic approach to implement, monitor
and evaluate marketing activities for a skin care product ‘Vaseline’. Moreover, internal
external functions, processes and procedures have been described to support those
marketing activities. Furthermore, to manage consistency of the entire report, it has
been continued in several parts.

REFERENCE

• https://www.vaseline.com
• https://en.wikipedia.org/wiki/Vaseline
• https://www.marketing91.com/marketing-strategy-of-vaseline/
• https://www.unilever.com/brands/personal-care/vaseline.html

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