Driving Brands for Results (DBR)

Assignment Topic A Strategic Brand Management Plan for a FMCG Company

Student Name M M Wimalasena
Reg. No. 0000027557

June 2018 Examination

Postgraduate Diploma in Marketing

Sri Lanka Institute of Marketing

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Content

1. Task 01...................................................................................................5
1.1 Product Overview......................................................................................5

1.2 Company Overview...................................................................................5

1.3 Macro Factors Affecting Vaseline...........................................................................6

1.3.1 Political.....................................................................................................6
1.3.2 Economic..................................................................................................6
1.3.3 Social.........................................................................................................6
1.3.4 Technological............................................................................................7
1.3.5 Environment..............................................................................................7
1.3.6 Legal..........................................................................................................7
1.4 Micro Factors Affecter Vaseline.............................................................................7

1.5 Competitor analysis.................................................................................................8

Competitor analysis - Nature Secret........................................................................8
Competitor analysis - 4rever....................................................................................9
SWOT analysis........................................................................................................10

2. Task 02.....................................................................................................................11

2.1 Skin care category..................................................................................................11

2.2 Category growth.....................................................................................................11
2.3 Vaseline category growth.......................................................................................12
2.4 Vaseline brand volume...........................................................................................12
2.5 Market share...........................................................................................................13
2.6 Vaseline positioning...............................................................................................13
2.7 Category dynamics.................................................................................................14
2.8 Vaseline segments..................................................................................................15
2.9 New segments........................................................................................................17
2.10 Marketing mix......................................................................................................18

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3. Task 03................................................................................................20
3.1 Digital Marketing Plan.....................................................................................20
3.1.1. Communication Objectives....................................................................20
3.1.2 Channel Split...........................................................................................20
3.1.3 Selected Channels...................................................................................21
3.1.3 Annual Digital Marketing Plan...............................................................21

3.2. Activation Plan................................................................................................22

3.2.1 Objectives................................................................................................22
3.2.2 Brand Engagement Activations...............................................................22
3.2.3 Trials........................................................................................................22
3.2.4 Annual BTL Activation Budget..............................................................22

3.3 Suggested Brand Extension Of Vaseline................................................................23

3.3.1 Pros of Vaseline Fair Moisturizer.................................................................23
3.3.2 Cons of Vaseline Fair Moisturizer................................................................23
4. Conclusion................................................................................................................24
5. References...............................................................................................................25
6 bibliography ………………………………………………………………………..26

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Executive Summary
Vaseline one of the most recognize brand in the world. Unilever Sri Lanka is the
Vaseline distributor in Sri Lanka. Vaseline is product, which produce by the Hindustan
unilever, and export to Sri Lanka. Vaseline has 140 years of history. Vaseline brand can
be influence by the macro environment factors and microenvironment factors as it is
operate with in the business environment. In Sri Lanka, the major competitors of Vaseline
are Nature Secret and 4rever.

The moisturizing body lotion in Sri Lanka is category that has growth in Sri Lankan
market. Vaseline also category that has shown category growth through years. Vaseline
sales volumes increase year by year. Vaseline has 44% share market in Sri Lankan
moisturizing body lotion market. Vaseline globally positioned as "Healing power of
Vaseline". However, the particular body lotion position the brand as "Make Your Body
Like Your Face". The category dynamics of Vaseline are user concern and needs and
conversion to substitute. The segments Vaseline mainly cater ar women age between 25
to 30 and 30 to 35. The new segment, which identify is youth the age between 15 to 20
and 20 to 25. Further, I have created marketing mix elements for the new segments.

To reach the new segment I used a digital media plan, along with objective, media and
budget. Moreover, I wanted to create activation plan for the new segment including
objectives and budget. finally I introduced a brand extension for Vaseline.

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Task 01
To: Brand Director Vaseline Sri Lanka

From: Brand Manager Vaseline Sri Lanka

Subject: A Strategic Brand Management Plan for A FMCG Personal Care Product.

Date: 20th May 2018

1.1 Product Overview

Vaseline mainly focuses on the tag line that

"Make Your Body Look Fair Like Your Face".

Vaseline healthy white location keeps away

skin from daily exposure and pullulated air.
Therefore, Vaseline jelly make dry and damage
skin lightening, healthier fair looking skin. Further,
it concern about the daily skin care needs, fast
absorbing and non-greasy.

Vaseline restores for visible fairer skin in 2

weeks. It contains vitamin B3 that helps skin look
fairer. Triple sunscreens help to protect fairness
from further darkening and sun damage. Vaseline available in 40ml, 100ml, 300ml and
400ml in quantities.

1.2 Company Overview

Vaseline founded in the 18th century by Robert Augustus Chesebrough. Vaseline

safely helps for the skin heal for over 140 years. Unilever is a multinational company,
which owns the Vaseline. Moreover, Vaseline makes people feel good, look good and get
more out of life.

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1.3 Macro Factors Affecting Vaseline

1.3.1 Political

The current political instability of the Sri Lanka government cause for the policy
paralysis of the country. The lapses of proper foreign trade policy with India is also cause
for the imported Vaseline products available in Sri Lanka. According to the Sri Lankan
political stability index shows that from 1996 to 2016. It was 1.02 points with a minimum
of 1.9 comparators to compare trends over time. As Vaseline import from India the tax
incensement include 40.8% and is directly affected for the product pricing.

1.3.2 Economic

Vaseline is made of Vaseline jelly. The main ingredient Vaseline jelly is made from
crude oil. The increasing price of crude oil is caused for the increasing price of the
Vaseline. Increase of the inflation rate of Sri Lanka, accounts for 5.8% is caused for
Vaseline product pricing in Sri Lanka. The foreign currency exchange rate of Us Dollar is
equal to Rs. 157.47 and one Indian rupee is equal to Rs. 2.34. The countries' salary
increase of government and private sector is affected for the increment of the purchasing
power of the customer.

1.3.3 Social

Sri Lanka is a country, which highly concern about the society's values, perceptions,
preferences and behaviour. When telecasting an advertisement it should be matched with
Sri Lankans' mindset. Understand the customer needs and wants are the key. As the
family units changing into nuclear families. Educated consumers, increasing day by day is
a positive to increase the awareness of Vaseline. Population growth is caused for the
generate sales and profits. Lifestyle patterns of women are highly changing is caused for
the diversify the product range.

1.3.4 Technological

Unilever uses the latest technology for extract petroleum jelly, paraffin oil and paraffin
wax from the crude oil. New research and development, conduct by Hindustan Unilever
(HUL) is cause for inventions of Vaseline products according to the customer preference.

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1.3.5 Environment

As the cured oil is the main ingredient of Vaseline, it extracts from the earth through
the process of drilling. That, leads to the oil spills in the ocean and the spread of toxic,
including lead and radium, into the atmosphere. The plastic bottle of Vaseline makes a
high percentage of Co2 in waste. Above all environmental issues are caused through
processing and consuming of Vaseline. However, Vaseline wants to create a sustainable
practice through "Healing power of Vaseline". Most of the Sri Lankans' has dry skin
Vaseline is a good solution to maintain the skin moisture.

1.3.6 Legal

National Medicines Regulatory Authority Act No 5 of 2015 is a law, which affect for
the Vaseline. The main objective of the regulation is to make cosmetics products safe and
not injurious to health. Prohibit the use of certain toxic substances and to keep the proper-
labelled products with batch making. Furthermore, Vaseline need to concentrate on
Consumer Affairs Authority Act No 09 of 2003.

1.4 Micro Factors Affecter Vaseline

Competitive Rivalry – High

Competitive Rivalry high for Vaseline. The brands like Nature secret, 4ever, ponds,
Nivea, L’Oreal, chandanalepa, Janet, Himalaya, Fair and Lovely and Johnson & Johnson
compete with Vaseline for the market share. Further, some brands captured market
shares, spend huge amount of money on research and development, innovation and
introduce new and modified products to the market. All above brands cater the segments
in cosmetics industry, furthermore the Sri Lankans small size cosmetic manufactures and
national level players also gain the market share. As a result of a large number of players
in the market and diversify product range, competitive rivalry of Vaseline is high.

Threat of New Entrance – Medium

The industry has a medium level of threat of new entrance as an industry need huge
capital for investment for the establishment, manufacturing cost of developing the
product, cost of advertising and promotions, to develop market presence and to increase
demand and supply of the product cost more than think. Cosmetic is more personal and

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sensitive to the customer so, customer test the brand first and tried themselves. As some
products cater the segment, according to the specific need and wants of the user or an
example Nature secret cucumber face wash cater for the oily skin.

Bargaining Power Of The Supplier - High

Vaseline is imported from Hindustan Unilever. As an ultimate power of production is
caused for the grab the market quickly and increase the profits. Increase the price of a
Vaseline product in India directly cause for the Unilever Sri Lanka to sell the product in
Sri Lanka. On time delivery is also cause for the Unilever Sri Lanka to fill the market
gaps in Sri Lanka.
Bargaining Power of Buyers – High
In cosmetic industry, the bargaining power of the buyers is high. This is due to the
increasing competition and availability of the similar products from various
manufacturers. For example Nature secret and 4ever both use the natural ingredients and
cater to the same segments high level of bargaining power of the buyer is cause for the
switch to another brand. Price sensitivity also a key to switch to another cosmetic brand,
for example Sri Lankan national base manufacture chandanalepa 100ml body lotion costs
Rs. 195.00 and 225ml cost Rs.375.00.

Threat of substitutes – High

Due to the variety of products available in the market-unsatisfied user of Vaseline can
easily switch for nature secret, 4 ever, or Chandanalepa. The highest level of innovation
and technology has made the threat of substitutes for all the players in the market.

1.5 Competitor Analysis - Nature Secret

Product
Nature secret is one of the most global and Sri Lankan well recognized skin care brand.
Nature secret popular as a company uses natural ingredients and ayurvedic remedies
along with high quality products. The key is Nature secret products not tested on animals
and not use any unhealthy oils for the production. Nature secret product portfolio as
follows.
 Skin Care - Facial Masks, Facial Cream and Gel, Face Scrubs, Eye Care, Skin
Toner, Sun Protection

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  Bath And Body - Body Cleanses, Body Scrubs, Body Lotions And Cream, Soaps,
Hand And Foot Care, Body Oils
 Hair Care - Shampoos, Conditioners, Hair Gel, Hair Oils and Tonics
Price
Nature secret is pricing on premium. Targeted to middle class and upper class low class
customer base.
Place

Nature secret products are available in retail shops, cosmetic shops, pharmacies
supermarkets, airports and nature secret spa outlets. The online delivery service also done
for the customer convince. Most selling skin care and baby care products available in all
over Sri Lanka. However, hair care, bath and body, fragrance, gifts and spa products
available at only high-end supermarkets like keels super and arpico.

Promotion

Nature Secret use advertising and sales

promotion. It has used TV commercial
Advertisements and newspaper
advertisements to create awareness among
consumer. Nature Secret has also used digital
marketing platform like Facebook, Instagram
and YouTube to make awareness and promotional campaigns. To increase brand recall,
Nature Secret has sponsored events such as Ru - Kirula Jathika Rupavahini Awrudu
Kumariya 2018. Nature Secret sustainability projects such as Plant Research and Medical
Plant Garden and Medical Plant Book has also used to promote carbon foot prints among
competitors.

Competitor Analysis - 4rever

Product
4rever is Sri Lankan local skin care brand with high
brand recognition. 4rever is popular among users as a
brand, which uses, natural ingredients and ayurvedic remedies along with high quality.
4rever product portfolio can categorize according to the range. Gold, Kohoba Kaha,
Hibiscus, Lunuvila, Venival.
Price

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 4rever using price-skimming strategy. Targeted lower - upper, middle class and upper-
lower class customer base.
Place

4rever products are also available at retail shops, cosmetic shops, pharmacies
supermarkets and Chandani Bandara saloons. The online delivery service also done for
the customer convince. Most selling skin care in gold range available in all over Sri
Lanka. However Kohoba Kaha, Hibiscus, Lunuvila, Venival. Products available at only
supermarkets like Cargills food city, keels super and arpico.
Promotion

4rever more on advertising and sales promotions. It has used TV commercial

Advertisements and newspaper advertisements to create awareness among consumers.
4rever has also used digital marketing platform like Facebook, Instagram, twitter and
YouTube to make awareness and promotional campaigns. To increase brand recall,
4rever invest money on CSR projects in dalada perehara

SWOT Analysis

Brand Strength Weakness Opportunities Threats

Vaseline  Over available in  High  Online  New entrance
60 countries for competition purchasing  vat and tax increase
over 130 years in skin care  Not any direct  Rapid incase of
 Strong advertising and cream competitive inflection
on brand segment petroleum jelly  Encouragement for
 Strong brand  Some products that local manufacture
recognition and products use effect Vaseline  Direct competition
high market share the name petroleum jelly with Johnson &
 Petroleum jelly is Vaseline in market share Johnson they also
widely used for their  so many new used petroleum
dry skin products innovation for jelly
 High versatility of cause for dry and very dry  Lack of customer
the product and fake product skin advertising focus
good R&S on more trade
 Good presence of promotion
Vaseline products
due to try good
distribution

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Task 02
2.1 Skin Care Category

Vaseline in moisturizing skin care category. Moisturizers are the product, which
design to have extra layer of the skin softer and smoother. It includes higher level of
water or hydration and reduce the skin evaporation. Moisturizers especially use for the
dry skin and use to make skin smooth. Protect sensitive skins and improve skin tone and
texture. Aging skin makes softer and well hydrated. Moisturizers include more oils in the
product like petrolatum, aloe and acids.

Moisturizing

Dry Skin Oil Skin Aging Skin

2.2 Category Growth

Moisturizing Body Lotion

18
16
14
12
10
8
6
4
2
0
Moisturizing Body Moisturizing Body Moisturizing Body Moisturizing Body Moisturizing Body
Lotion Lotion Lotion Lotion Lotion

2013 2104 2015 2016 2017

The above graph is an author's projection on publically available data.

Moisturizing body lotion category in Sri Lanka had grown in last 5 years. In 2013 it
was 7%, 2014 category growth rate (CAGR) rise up TO 8.5%. it was 1.5% incensement
in CAGR. Sequentially in 2015, 2016 AND 2107 CAGR accounts to 11%, 13% and
15.3%. When comparing all 5 years time period CAGR increment of moisturizing body
lotion category by 2% to 3% by each year.

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 Vaseline
40
35
30
2017
25
20 2016
15 2015
10 2104
5
2013
0
-5 1 2 3 4
-10

The above graph is an author's projection on publically available data.

2.3 Vaseline Category Growth Rate

The Vaseline category growth rate in last 5 years is described by the above chart.
Overall, the CAGR has positive growth over years. Overall, in 2013 there was a decline
of the CAGR as minus growth rates were there. By the end of each year brand has shown
a positive CAGR than the beginning of the each year.

2.4 Vaseline Brand Volumes

4,000,000

3,500,000

3,000,000

2,500,000

2,000,000

1,500,000

1,000,000

500,000

0
2013 2104 2015 2016 2017

vaseline vaseline vaseline vaseline vaseline vaseline

The above graph is an author's projection on publically available data.

The Vaseline brand volumes accounts Rs 2,987,73, Rs3,377,864, Rs

3,612,365Rs 3,733,456 and Rs 3,520,088. Over five years time period it was
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5 million growth. According to the above graph, I can identify some minor
changes between the years brand volume. Vaseline is a brand over 140 years
in Sri Lanka market, brand volume increasing year by year.

2.5 Market Share

Market share
35.00%
44%
22.70%
23%
9.60%
17.80%
21%
7.10% 15.70% 2%
4.30% 3.50% 5%
Vaseline Natuer secret 4rever
Janat Loreal Nivea
Chandanalepa Shello Garnier
Johnson and johnson Dove Ponds
Fair and lovely

The above Pie Chart is an author's projection on publically available data.

When considering the market share of the Vaseline it account to 44% of the total
market. However, pond, fair and lovely as the unilever brands fair and lovely has 35%
market share. Other major competitors Nature Secret and 4rever market share acconts for
23% and 22.7%.

2.6 Vaseline positioning

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 Vaseline position as "healing power of the Vaseline jelly". Using the healing power of
Vaseline jelly Vaseline healthy white position as "make your body like your face". further
unilever sri lanka wanted position Vaseline healthy white as a product which include
moisturize for a healthy, whiting skin from sun racers. so B3 vitamins of Vaseline and
Vaseline micro droplets make Vaseline healthy white product which can use for more
hygiene, attraction and to highlight and increase the beauty.

2.7 Category Dynamics

 User concern and needs of Vaseline

 Hygiene

 Fragrance

 Moisturizer

 Healthy

 Whitening

 Super Protection From UV

 Beauty

 Attractiveness

 Conversional substitutes

 Spray Lotion

If you are not like to use body, lotion and it generate anxiety get in
your hand; spray lotions are the substitutes. It is easy to use just want to
spray and it is lightweight. This substitute is also introduce from
Vaseline.

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  Lotion Wipes

Lotion wipes are biodegradable cloths. Its quick drying and easy to use.
Also in smaller packs to use in travels.

2.8 Segmentation

Vaseline identify its potential customers and divide in to groups that based on the
characteristics of them. Segments can mainly categorize as follows.

Demographic

Segments Psycograhic
Geographic
Behavioral

Demographic

Gender Marital Income(Rs) Age Ethnic Group

Status (Years)
Female Married 20,000 -30,000 25 - 30 Sinhala
Unmarried 30,000 - 40,000 30 - 35 Tamil
Muslim
Maly

The demogrphic segment of vaseline can clasify as above. Two main segments age,
between 25 years to 30 years and 30 years to 35 years. Vaseline is brand which focuse
female as the group who cater in srilanka.vaseline target both maried and unmarried

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without and differention. Further it does not differentiate the ehinic group of the
customer.

Psychographic

Social Class Life Style Personality

Activities Intrest Opinions
Lower-Upper Class Shopping Family Family Openess
Lower -Middle Class Work Home Products Conscientiousness
Middle - Lower Class Workouts Relax Health Extroverston
Middle - Upper Class Children

Psychographic fatcors of the vaseline brand can classify according to the social class,
life style and personality of the customers. Social class that vaseline currently cate are
lower -middle class, middle - lower class, middle - upper class. The grop highly concern
over activities like shopping, work,and workouts. Intrests on family, home, relax and
children. Opinions are on family,products and health. Personality traits are openess,
conscientiousness and extroverston.

Geographic

Northern Western Eastern Southern Central Uva Sabaragabuwa Northwestern

Geographically vaseline products are avalible in all th provinces in sri lanka.vaseline

avaliable in Urban, Semi Urban And Rural without any differntiation.

Behavoiral

Benefit Occation Loyalty

Sun Protection Every Day Conditionally Loyal
Moisturizing Skin Loyal
Healthy Skin Total Loyal
Attractiveness
Whetining
Healing

Behavoir of the segment can divide into 3 types. Benefits that customer get through
the Vaseline are sun protection moisturizing skin, healthy skin, attractiveness, whetining,
healing. vaseline use for the every day. loyalty of the customer can divide into the
conditional laoyalty, loyal and total loyal.

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2.9 New Segment

Demographic

Gender Marital Income(Rs) Age Ethnic Group

Status (Years)
Female Married 10,000 - 25,000 15 - 20 Sinhala
Unmarried Dependent On 20 - 25 Tamil
Parents
Muslim
Maly

The demogrphic segment of vaseline can clasify as above. Two main segments, age
between 15 years to 20 years and 20 years to 25 years. New segment is the youth of the
country. target segment can be schooling, non - schooling, working or non working.
vaseline target both maried and unmarried without and differention. Further it does not
differentiate the ehinic group of the customer.

Psychographic
Social Class Life Style Personality
Activities Intrest Opinions
Lower-Upper Class Social Events Family Family Openess
Lower -Middle Class Work Home Products Conscientiousnes
s
Middle - Lower Class Workouts Media Themselv Extroverston
es
Middle - Upper Class Sports Fashion Culture
Entertainment Achievements education

Psychographic fatcors of the new segment of the vaseline brand can classify
according to the social class, life style and personality. Social class that vaseline currently
cate are lower -middle class, middle - lower class, middle - upper class. The grop highly
concern over activities like Social Events ,Sports, Entertainment shopping, work, and
workouts. Intrests on family, home, relax Media, Fashion and Achievements. Opinions
are on family,products, Themselves,Culture, education and health. Personality traits are
openess, conscientiousness and extroverston.

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Geographic

Northern Western Eastern Southern Central Uva Sabaragabuwa Northwestern

Geographically vaseline products are avalible in all th provinces in sri lanka.vaseline

avaliable in Urban, Semi Urban And Rural without any differntiation.

Behavoiral

Benefit Occation Loyalty

Sun Protection Every Day Conditionally Loyal
Moisturizing Skin Loyal
Healthy Skin Total Loyal
Attractiveness
Whetining
Healing

Behavoir of the segment can divide into 3 types. Benefits that customer get through
the Vaseline are sun protection moisturizing skin, healthy skin, attractiveness, whetining,
healing. vaseline use for the every day. loyalty of the customer can divide into the
conditional laoyalty, loyal and total loyal.

2.10 Market Mix

Product
Vaseline is one of the most recognize skin care product by a globe. Global trust also
connected with the product. the product Vaseline healthy white lighting include in
Vaseline intensive care category is available in 40ml sahe, 100ml,300ml and 400ml. the
benefits that customer get through the product are healthy skin, whitening, moisturize
skin, fresh look, hygiene and fragrance.

Price
Price of the product is value of the product and cost of production. Vaseline can use it
pricing strategy to be differentiate and enhance the product image. Price of Vaseline
healthy white is considerable as the target group and cost of each bottle.
100 ml – Rs. 225
200 ml – Rs. 425
300 ml – Rs. 580

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400 m l – Rs. 650
Place
Vaseline products available at all provinces in Sri Lanka .Including major cities Galle,
Kandy, Colombo, Anuradhapura, Jaffna and Kurunegala. Furthermore each cosmetic
shop, retail shop, Pharmacy, Supermarket are places where, Vaseline available for sale.
Vaseline also can purchase in online from Kaapruka.com, mydeal.lk, daraz.lk and
mystore.lk
Promotion
It include all the activities to make products know to its customers. Word of mouth, press
reports, Newspaper advertisements. Vaseline healthy white use major three promotions
actives, Advertising, Consumer promotion and trade promotion. Advertising in
Television, Radio, Newspaper, consumer proportion using the social media sites trade
promotion as in store displays, free sampling contest.

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Task 03
3.1 Digital Marketing Plan

3.1.1. Communication Objectives

 To build a brand presence in digital / social media space by 70% by the end of
2019
 To create brand awareness of Vaseline healthy white light by 50% by the end of
2019 June
 To reinforce the brand ambassador Dinakshi Priyasad and Shanudrie Priyasad to
maximize their popularity for the brand Vaseline
 To establish the positioning in "Make Your Body Look Fair, Like Your Face" by
65% by the end of 2020
 To increase modernity of the brand.
3.1.2 Channel Split

Owned Media Earn Media Paid Media

 Website  Word Of Mouth  Social Media Ads
 Blogsite  Viral Content  Advertising
 E-Mail  Unsolicited  Online Display
Reviews Ads
 Facebook
 Instagram
 Twitter
 Youtube
 Linkedin

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3.1.3 Selected Channels

 Create LinkedIn Profile  Television Commercials

 Create Twitter Account
 LinkedIn Advertisements
 Instagram Advertisements
 Instagram Tag Friends With Skin
 Facebook Contest Click With
Your Skin
 Restructure Of Current Facebook
Page
 Newspaper Articles About
Skincare Workshops Done By
 Vaseline
 Create An Email Account
 Radio Advertisements
 YouTube Pre Rollers
 Share Facebook Contest
 Facebook Advertisements
 Restructure Of Current Instagram
Account
 Newspaper Articles About
Skincare Workshops Done By
Vaseline

3.1.3 Annual Digital Marketing Plan

Media/Quarter Q1 (Rs) Q2(Rs) Q3(Rs) Q4(Rs)
Paid media TV Ads Radio Ads News Papers
40,000,000 310,000 Articles
150,000
News Paper
Ads 170,050
Radio Ads YouTube pre
520,990 rollers 680,000
Earn Media Facebook share Instagram tag
contents friends 50,660
100,000
Owned Media Restructuring Blog site Create email Restructuring
Instagram 200,980 account Facebook Page
account 50,550 5,000 128,000
Paid media Facebook ads YouTube pre
690,999 rollers
580,000
Earn Media Instagram LinkedIn
Share Content Profile
245, 000 35,000
Paid Media TV Ads
50,000,000
Total Investment 93,917,229

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3.2. Activation Plan
3.2.1 Objectives
1. Within the first 6 months increase 60% of the brand engagement with Vaseline
heathy white brand.
2. Increase the trial of the Vaseline healthy white by 15,000 new users by the end of
the 2019.
3.2.2 Brand Engagement Activations
 Vaseline skin care centers in book fairs
 Supermarket promotion in every month in selected cities
 Social activities to protect the ozone layer of environmental day as Vaseline
healthy white focusing on protection from UV racers
 Shopping mall advertising
 Gift offers for Facebook and Instagram contest winners and share the pictures of
gifts
 Buy 2 get 1 free promotion on Vaseline intensive care category
3.2.3 Trials
 Free trial on bridle shows as the high youth participation
 sponsor for valentine day party to increase the trials
 Free sampling campaigns on miss calls

3.2.4 Annual BTL Activation Budget

Activation/Quarter Q1(Rs) Q2(Rs) Q3(Rs) Q4(Rs)

Skin Care Center 12,550,000
Supermarket 23,679 20,135 22,744 26,865
Promotion
Environmental 57,500
Day
Gift Offers 15,900 8,400 5,200 7,890
Buy 2 Get 1 Free 67,000 85,000
Shopping Mall 39,000 54,322
Advertising
Bridle Show 78,990
Valentine Day 200,000
Miss Call On Free 300,000
Sampling
Total Investment 13,535,760

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3.3 Suggested Brand Extension Of Vaseline
When considering the Vaseline brand, it has brand extension in lip care, body lotion
and Vaseline original as an overall product. Further Vaseline is trust brand with over 140
years. Brand extension can define as below. As the research, finding there is a huge
demand for the fairness cream by Vaseline. Therefore, it is a good opportunity for
Vaseline.
Features Of Suggest Product.
Name - Vaseline Fair Moisturizer
Colour - Pink and White
Size - 20ml , 50ml
Price - Rs 450
Vaseline fair moisturizer can use for dry skin, normal skin, oily skin and combination
of skin types. This a Fairness day cream include the micro-droplets of Vaseline jelly,
Vitamin A, Vitamin B3, Vitamin C, Vitamin E. Apply daily at day and night, gently
massage in upward circular motion into cleansed face and neck. Most of the youngsters
dream to have healthy white skin. However, getting flawless skin and a radiant
complexion is not that easy, in today’s busy lifestyle and polluted environment. So best
thing is to use fairness cram for day and night, which gives high moisturizer, whitening
and healthy skin.

3.3.1 Pros of Vaseline Fair Moisturizer

 Sri Lankan fairness cream turn over accounts for 1 million and Vaseline can grab
the market share as Vaseline products has a high moisture and whitening.
 Easily available in cosmetic shops, supermarkets and online stores
 Give smooth finish one skin, fresh and young look
 Can use for one month, save money
 All ingredients mention in the pack
 Easy to carry.

3.3.2 Cons of Vaseline Fair Moisturizer

 As ponds bb fairness cream also a product from unilever there can be brand
cannibalization, two products from same company.

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Conclusion
In conclude the Vaseline as a moisturizing body lotion; it has 140 years for experience
in skin. Vaseline rename them as the skin specialist in the world. Vaseline is a product by
unilever and in Sri Lanka, it operate by the unilever Sri Lanka. Under the unilever, Sri
Lanka Vaseline operate within the business environment. Therefore, the Vaseline can
influence both macro and microenvironment factors. further competition in the market
also high. Nature secret and 4rever are competitors that need to consider.

Vaseline represent the moisturizing body lotion category. Category growth rate of the
moisturizing category is represented positively. Vaseline category growth rate and brand
volume increased year by year. Vaseline represents 44% market share. Vaseline position
the as "healing power of Vaseline". The product Vaseline healthy white position it as
"Make Your Body Like Your Face". Vaseline currently cater to the women age between
30 to 35 years. The new segment that vaseline going to cateris women age between 15 to
25 years. Furthermore, I create marketing mix elements for the Vaseline new segments.

Digital marketing is the key to reach the target segments. I introduce a digital
marketing plan including objectives, media and budget. In addition the marketing
activation plan for the new segments also including objectives, activations and budget. I
introduce a new brand extension for Vaseline as well.

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Referances
 https://www.porteranalysis.com/porters-five-forces-analysis-of-nivea/
 (Anon., 2018)https://en.wikipedia.org/wiki/Moisturizer#By_indication
 https://smallbiztrends.com/2013/08/what-is-owned-earned-paid-media.html
 www.vaseline.in
 (Anon., 2018)

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Bibliography
 Anon., 2017. duffy agency. [Online]
Available at: http://duffy.agency/insight/how-to-define-your-brands-category/
[Accessed 18 5 2018].

 Anon., 2018. forever. [Online]

Available at: www.foreverskinnaturals.com
[Accessed 5 may 2108].

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