Juicy Ayo Sulit 10 step marketing plan

10 STEP MARKETING PLAN
FOR VASELINE PETROLEUM
JELLY (PHILIPPINES)

Ayo Sulit
November 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 care
5. Market: Unilever annual sales are 27 billion,
Vaseline Petroleum Jelly has an estimated
market share of 90% for its product.


Families pay for skin health

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


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

My/ my family’s skin will always be
protected

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


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-f

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 vs. Age Matrix
Price/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up

Age
Matrix
High VASELINE
VASELINE
price VASELINE

Babyfl Babyfl
Babyfl
Babyfl
Babyfl
Babyfl oo oo

Low oo
Apollo Apollo
Price Apollo
Sure
Sure Sure
Sure
aid
aid aid
aid


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


4. The gap between customers and
competition
Where 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


5a. Market Data Research

 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_an
d

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


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 P64 P115.85 P164.50 P219.75 3

Apollo P26.50 P44 P77.85 P127.50 1

Babyflo P30.75 P93.55 P150,65 3

Sureaid P24 P74 2


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

1
1

4
4

2
2
3
3


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

33

Juicy Ayo Sulit 10 step marketing plan

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