GROUPP 11

PRINCIPLES
OF
MARKETING
-- DR.. PPRIIYAM GHOSSH

DIV - N(23'-26')

TEAM MEMBERS

- AKSHAT PADIYAR(74022300549)
- ANSHUL NANDA(7402230
- RITIKA SINGH(74022301113)
- JASMEET SINGH(74022301626)
- KESHAV MANGLA(74022300669)
- TANYA RAJ(74022301244)
- SANIYA PANCHAL(74022301296)
WE WOULD LIKE TO EXPRESS OUR SINCERE GRATITUDE TO ALL
THOSE WHO HAVE HELPED US IN THE SUCCESSFUL COMPLETION
OF THIS PROJECT. FIRST AND FOREMOST, WE WOULD LIKE TO
THANK OUR PROJECT GUIDE AND TEACHER, DR. PRIYAM GHOSH
FOR HER VALUABLE GUIDANCE, CONSTANT ENCOURAGEMENT,
AND SUPPORT THROUGHOUT THE PROJECT.

WE ARE ALSO GRATEFUL TO THE BBA DEPARTMENT OF SVKM'S

NMIMS, BANGLORE FOR PROVIDING ME WITH THE NECESSARY
RESOURCES AND FACILITIES TO COMPLETE THIS PROJECT.

WE WOULD LIKE TO EXTEND OUR HEARTFELT THANKS TO OUR

FRIENDS AND FAMILY MEMBERS FOR THEIR SUPPORT,
MOTIVATION, AND UNDERSTANDING DURING THIS CHALLENGING
PROJECT. THEIR ENCOURAGEMENT AND BELIEF IN US WERE
CRUCIAL IN COMPLETING THIS PROJECT SUCCESSFULLY.

FINALLY, WE WOULD LIKE TO THANK ALL THE PARTICIPANTS WHO

PARTICIPATED IN THE STUDY, WITHOUT WHOM THIS PROJECT
WOULD NOT HAVE BEEN POSSIBLE. WE ARE GRATEFUL FOR THEIR
TIME, EFFORT, AND WILLINGNESS TO PARTICIPATE IN THIS
RESEARCH.

THANK YOU ALL ONCE AGAIN FOR YOUR CONTRIBUTIONS,

ENCOURAGEMENT, AND SUPPORT IN MAKING THIS PROJECT A
SUCCESS.
VASELINE LIP THERAPY, A WELL-LOVED SKINCARE ESSENTIAL,
STANDS AS A SYMBOL OF INNOVATION AND TRADITION IN LIP CARE.
DATING BACK TO 1872, WHEN ROBERT CHESEBROUGH PATENTED
THE METHOD FOR CREATING PETROLEUM JELLY, VASELINE HAS
TRANSFORMED INTO A POPULAR NAME ASSOCIATED WITH
MOISTURIZATION AND DEFENSE. UNDER THE OWNERSHIP OF
UNILEVER INDIA, VASELINE LIP THERAPY SYMBOLIZES COMPLETE
SKINCARE, OFFERING A VARIETY OF PRODUCTS TO CALM, HYDRATE,
AND NURTURE LIPS THROUGHOUT THE YEAR. BEYOND MERELY A
LIP BALM, VASELINE LIP THERAPY GOES ABOVE AND BEYOND
FUNCTIONALITY, REPRESENTING INDIVIDUAL WELL-BEING AND SELF-
NURTURING. COMPACT TIN CONTAINERS, CONTAINING DIFFERENT
FORMULATIONS LIKE THE CLASSIC ORIGINAL, THE GENTLY
COLORED ROSY LIPS, AND THE LUXURIOUS COCOA BUTTER,
ENSURE HYDRATION AND COMFORT ON-THE-GO. DEMONSTRATING
A STRONG DEDICATION TO CUSTOMER CONTENTMENT, VASELINE
LIP THERAPY NOT ONLY TACKLES DRYNESS AND CRACKING BUT
ALSO MEETS VARIOUS SKINCARE REQUIREMENTS, SERVING AS A
VERSATILE ANSWER TO DIFFERENT SKIN WORRIES. IN A MARKET
IMPACTED BY CULTURAL CHOICES, SEASONAL CHANGES, AND
CHANGING CUSTOMER BEHAVIORS,

FIGURE PAGE
1.1 DIAGRAM OF CUSTOMER MARKET………………………7
1.2 STIMULUS RESPONSE MODEL 7
..........................................................................................................................................................

2.1 DIAGRAM OF PRODUCT MIX 10

...................................................................................................................................................................
2.2 DIAGRAM OF DISTRIBUTION CHANNEL ............................................................................................... 10
PAGE
TOPICS
NO
INTRODUCTION & CVP
9

SRM & FACTORS AFFECTING

10
BUYINGBEHAVIOUR

STAGES IN BUYING DECISION

11
MAKING

STP
12

4P’s & SETTING THE PRICE

13

ELEMENTS OF IMC
14
 VASELINE
-----LIP THERAPY-----

Vaseline, owned by Unilever India is well-known for its skin care and moisturizing properties. It all started in
1872, when Robert Chesebrough was granted a patent for the process of producing petroleum jelly, the key
ingredient in Vaseline products. The lip therapy product range serves to relax, soothe, and quickly hydrate dry
lips while also providing all-day care suitable for all skin types.

Vaseline Lip Therapy is more than just a lip balm; it's the way of preventing dryness and keeping your lips
smooth and healthy. These lip balms, in their tiny and portable tin containers, are the perfect companions for on-
the-go hydration. Its benefits are not limited by the seasonal changes, and it aims to provide a comforting feel to
our lips at any given point, all year round.
Each variety in the product range has been precisely developed to give intensive hydration and lip care. Vaseline
Lip Therapy offers a broad assortment to meet different preferences and requirements, including but not limited
to, the classic Original, the delicately tinted Rosy Lips, and the delicious Cocoa Butter formulation.

Customer Value Proposition for Vaseline Lip Balm

Vaseline Lip therapy delivers a comprehensive customer value proposition by offering an excellent cost-to-benefit
ratio with a deep psychological comfort to the consumers with its skin hydrating properties allowing one to uphold
his/her physical appearance. Being a multifunctional product, its benefits also reach outwards into other segments
than just the marketed conventional use.

Total Customer Benefit

Conventionally, Vaseline Lip Therapy has reliable moisturizing properties as it helps to enhance the lip health,
prevent dryness and chapping.
Psychologically, it allows the consumer to keep a sense of personal well-being and self-care, which caters to
positive emotions and a higher morale for physical appearance.
The lip therapy products also have multiple other uses which are not so widely recognised and are underrated such
as lubricating loose hinges or jammed zippers, acting as a barrier for small scrapes and burns, and even hair
styling product. It may also be used to hydrate dry, cracked feet, protect and heal tattoos, and avoid chafing during
athletic activities.

Total Customer Cost

Monetary cost :-
The Vaseline Lip Therapy (Original, Rosy Lips and Cocoa Butter) come in 17g tin containers and are priced at
Rs270.
The Hershey’s Kisses Lip Balm is priced at Rs375 for the 17g container.
Lip Therapy Gold Dust Lip Balm, a limited edition version is priced at Rs 900 for the same 17g container.
 ·Vaseline Lip Therapy uses a variety of strategies
to sway customers, including portability, cost,
accessibility, and seasonal discounts. Its
inexpensive price appeals to consumers on a tight
budget, and its small shape provides convenience.
It is extensively accessible through retail and online
channels to offer an ease of shopping.

·The packaging and labelling are designed with an eye-catching design, and clear product information. Product
benefits are communicated through visually appealing labels, while portability and convenience are increased by
user-friendly packaging. Good labelling raises customer awareness and influences purchase decisions.

· It satisfies customers' demand for self-care and well-being by offering consolation to attend to psychological
needs. Decisions to buy are influenced by perceptions of the product's moisturizing qualities and brand
reputation, which play on cognitive processes. Purchase intent is influenced by personal objectives, such as
improving attractiveness or keeping healthy lips, which are in line with consumers' desires to better themselves.

·Decision making begins with identifying a skincare need, then assessing alternatives based on criteria such as
brand reputation and effectiveness and finally choosing a purchase influenced by personal preferences shaped
by the stimulus. Post-purchase satisfaction impacts prospective advocacy, while external cues such as internet
reviews help shape customer impressions and brand loyalty.
·In the purchase process, consumers choose their preferred variant (Original, Aloe Vera, Rosy Lips), decide
where to buy from (local store, online), determine quantity based on needs, promotions, etc and select a payment
method (cash, credit card, digital).

Several factors can impact the purchasing behaviour of Vaseline Lip Therapy in India, such as:

·Cultural Preferences: Based on cultural norms, customs, and beauty standards, Indian customers may have
particular preferences for lip care products. For Vaseline Lip Therapy to be properly marketed, it is vital to
comprehend these preferences.
Seasonal Variations: Seasonality is important when it comes to lip care requirements, especially in a country
with a diverse environment like India. For example, there can be a rise in demand for moisturising lip creams
like Vaseline Lip Therapy during the winter, when many parts of India face dry and cold weather.
 ·Distribution Channels: Consumer behaviour can be greatly influenced by accessibility through a
variety of distribution channels, such as traditional retail stores, pharmacies, supermarkets, and
internet platforms. To reach a larger consumer base, availability in both urban and rural locations
must be guaranteed.

Brand Perception and Trust: Consumer purchasing decisions may be influenced by the Vaseline
brand's reputation and level of trust. Effective branding and marketing initiatives that emphasise
Vaseline Lip Therapy's tradition, quality, and dependability can increase the product's attractiveness
to Indian consumers.

·Marketing and Promotion: Creating advertising campaigns that speak to the tastes, way of life, and
cultural values of Indian consumers might affect their purchasing decisions. Discounts, deals, and
celebrity endorsements are examples of promotional activities that might influence consumer
choices.

Product Features and Advantages: Highlighting the special qualities and advantages of Vaseline Lip
Therapy, such as its hydrating qualities, long-lasting results, and compatibility for different skin types,
might draw in Indian customers looking for efficient lip care products.

Word-of-mouth and reviews: In India, recommendations from friends, relatives, or influential people,
along with favourable evaluations and testimonies, have a big impact on consumer behaviour.
Building credibility and trust can be facilitated by showcasing positive experiences with Vaseline Lip
Therapy on social media and in online reviews.

Problem recognition - Problems such as dry or chapped lips, pain or discomfort by cuts on skin, cracked or
peeling lips, and the want for shelter from inclement weather are generally recognized while purchasing
Vaseline lip therapy.

Information search - After the problem recognition process, consumer would search for a lip balm and
come across Vaseline lip therapy discovering its new attractive design different than the traditional one.

Evaluation of alternatives - While considering purchasing Vaseline lip therapy, consumers would evaluate
several key factors which include the brand's reputation, product ingredients and formulation, effectiveness
and durability, variety of options available, and the cost and value for money compared to other products
i.e. Nivea, Lakme, etc. Since Vaseline lip therapy lip balm has a unique ingredient that is petroleum jelly
and promotes sustainable packaging and an attractive design, the consumer would consider buying it.

Purchase decision - The consumer would finally decide whether to purchase the product, and it would be
bought according to the evaluation stage with Vaseline lip therapy dominating it’s competitors.
Post purchase behaviour- After purchasing and consuming the product the consumer evaluates the
satisfaction with it leading to purchases on repeat and a good customer goodwill. Most of the consumers
consistently purchase Vaseline lip therapy lip balm because of its alternative uses.
• Market segmentation: Divides target market into approachable groups based on demographics, needs, priorities, and
interests.
• Targeting: Breaks target audience into segments and designs marketing activities to reach the most responsive
segments.
• Positioning: Determines the desired position of a brand or product within a target market.
• Market and brand positioning involves marketing to achieve this position.

1. Demographic Segmentation:
Age: Targeting teenagers, young adults, and seniors with unique lip care needs.
Gender: Crafting messages to attract both men and women.
Income: Adapting products and promotions to match consumers' disposable income levels.

2. Behavioral Segmentation:
Desired advantages: Segmenting based on moisturization, SPF protection, healing qualities, etc.
Usage rate: Differentiating occasional and regular users of lip care items.
Brand allegiance: Recognizing Vaseline enthusiasts from those willing to explore new brands.

3. Psychographic Segmentation:
Outdoor lovers, beauty enthusiasts, and lip care enthusiasts.
Personality traits: Focusing on natural, eco-friendly, or luxurious lip care seekers.

4 Geographic Segmentation:
Climate: Targeting regions with extreme temperatures where lip care is essential.
Urban vs. rural: Adjusting to diverse demands based on living environments.

5. Occasion-based Segmentation:
Seasonal shifts: Addressing winter lip care necessities versus summer lip protection.
Event-specific: Catering to lip care needs for occasions like weddings, vacations, and more.

This item is intended for a wide range of consumers, including millennials, working individuals, seniors, nature lovers,
and frequent travelers who suffer from dry or chapped lips due to various factors like the climate or lip products. Vaseline
Lip Therapy is budget-friendly, easy to use, and available to individuals in different income brackets. Its compact
packaging and selection of options (like cocoa butter or aloe vera) appeal to a broad range of preferences and specific
skincare requirements. Marketing approaches typically include online platforms, beauty salons, and convenience stores
to effectively engage with and attract the attention of this extensive target audience looking for dependable lip care
solutions.

Positioning is how customers view a product in comparison to its competitors. Vaseline Lip Therapy lip balm focuses on
showcasing its unique qualities and advantages over other lip care products.
1. Point of Distinction (POD): Vaseline Lip Therapy stands out with its remarkable moisturizing properties from petroleum
jelly, along with its special blends like Rosy Lips and Cocoa Butter and healthy alternative uses These features highlight
the superior quality and effectiveness of
Vaseline Lip Therapy in providing nourishment and protection for the lips.
2. Point of Parity (POP): Vaseline Lip Therapy shares basic features with other lip care products, such as lip hydration,
portable packaging, and cost-effectiveness. By recognizing these shared aspects, Vaseline Lip Therapy assures
consumers that it meets their essential expectations for a lip balm while also offering additional benefits that make it
unique.
• Product: Hydrates and protects lips from dryness and chapping.
• Pricing Strategy: Utilizes penetration, competitive, or premium pricing.
• Place: Available in pharmacies, supermarkets, online retailers, and brand website.
• Promotion: Utilizes advertising, social media marketing, influencer collaborations, special offers, and public
relations to promote product benefits.

Obtaining Price of Vaseline Lip Therapy in India:

Product: Evaluating distinctive features and advantages of Vaseline Lip Therapy when compared
to competitors.
Place: Understanding distribution channels and costs of every channel.
Promotion: Determining marketing and promotional activities.
Competition: Analyzing pricing tactics of competitors offering akin lip balm products.
Target Market: Contemplating purchasing power and price sensitivity of the target market.
Price of Rs. 250 complies with overall marketing strategy, reflecting the product's value proposition
and brand positioning.
Vaseline Lip Therapy and its Implementation of Integrated Marketing Communications:

Consistent Messaging:
Vaseline Lip Therapy makes sure that its messages remain consistent across all marketing platforms, like
TV, print, digital, and social media. Whether it's ads, sponsored content, or partnerships with influencers, the
focus remains on the benefits of the product, such as keeping lips moisturized and protected.

Synergy Across Channels:

The brand combines its marketing strategies across different channels to strengthen its message. For
instance, it might air a TV ad showcasing the product's features while also launching a social media campaign
that encourages users to create content using specific hashtags.

Strategic Partnerships:
Vaseline Lip Therapy partners with influencers, celebrities, and beauty experts in India to endorse its goods.
These collaborations help expand the brand's reach and credibility, particularly among beauty-conscious
consumers.

Engaging Content:
The brand develops captivating and educational content that resonates with its audience. This content could
range from skincare advice to tutorials and product demos, delivered through videos, blogs, and social media
posts.

Customer Engagement:
Vaseline Lip Therapy actively interacts with its customers on social media platforms, answering questions,
addressing issues, and encouraging user-generated content. This dialogue strengthens relationships between
the brand and consumers, nurturing brand loyalty.

Retail Activation:
The brand implements retail initiatives, like in-store promotions, displays, and sampling programs, to boost
product trials and sales at the point of purchase. These activities complement other marketing strategies,
enhancing the brand's visibility and accessibility.
By using Integrated Marketing Communications, Vaseline Lip Therapy ensures that its marketing campaigns in
India are unified, impactful, and effectively reach its desired audience. This, in turn, boosts brand awareness,
preference, and sales.
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