The Marketing mix of Vaseline analyses the 4Ps of Vaseline, including the Product, Price, Place, and Promotions. Vaseline is a petroleum jelly brand owned by Unilever, the Anglo-Dutch mega company. Within the Vaseline products line is the plain petroleum jelly and an assortment of soaps, cleansers, lotions, deodorants, and skin creams, among others. Introduced in the USA in 1872, Vaseline is one of the most popular products in the world.
This has made many languages and countries use the term Vaseline as a generic for all forms of petroleum jelly, even, at times, lotions. The name Vaseline was first used in 1872 by Roberts Chesebrough, the inventor of petroleum Jelly. Chesebrough Manufacturing Company produced Vaseline till 1987, when Unilever bought the company.
About Vaseline
- Type: Petroleum jelly
- Industry: Personal care
- Founded: 1870
- Founder: Robert Chesebrough
- Headquarters: New York, United States
- Area served: Worldwide
- Key people: Alan J. Jope (Chairman) and Sanjiv Mehta (CEO)
- Number of employees: 149,000
Table of Contents
Vaseline Product Strategy
Vaseline can be used not only as a lubricant but also as a moisture insulator for those skin conditions characterized by dehydration. Vaseline marketing strategy incorporates a blend of innovative product lines, including Vaseline Jelly and Healthy White lotion, strategically designed to meet diverse consumer needs. Vaseline has also effectively been used to protect minor burns and cuts. The cornerstone of Vaseline marketing mix lies in its iconic products like Wonder Jelly and Aloe Soothe lotion, catering to various skincare concerns.
The new Product Mix of Vaseline in 2023 is as follows (Source).
- Healing Jellies: Vaseline is renowned for its original Petroleum Jelly, a product trusted for over 150 years for healing, protecting, and soothing skin. This product remains a cornerstone of their range.
- Lip Care Products: They offer a variety of lip balms and therapies, such as Vaseline® Lip Therapy® in various formulations, including Aloe Vera, Cocoa Butter, and Rosy Lips. These products are designed to moisturize and heal dry lips.
- Body Lotions and Hand Creams: Vaseline has expanded its range to include body lotions and hand creams. Notable products include the Vaseline® Radiant X Even Tone Body Lotion, which contains niacinamide for reducing dark spots, and various hand creams like Vaseline® Intensive Care™ Hydra Replenish Hand Crème and Vaseline® Clinical Care™ Hand Sanitizer Lotion.
- Specialized Skincare Solutions: They offer solutions for skin concerns such as eczema relief and advanced moisturization. These products are formulated to address the needs of dry or sensitive skin and to provide intense hydration.
- Sustainable Practices: Vaseline also focuses on sustainability, aiming to adopt more eco-friendly practices, particularly regarding plastic use in their packaging.
Vaseline Place Strategy
There is no doubt that Vaseline is in every country in this world. This sounds like an overstatement, but that’s the fact. I doubt whether any village in the civilized world hasn’t heard of Vaseline. It is sold both in online and offline shops.
Different Vaseline products target different demographics. Pure petroleum jelly targets all demographics. The poor buy it because of its price, whereas the higher-end people buy it because it is the best petroleum jelly they can use. Other products, such as lip care Vaseline products, target the ladies, with Vaseline for men targeting the male demographic. In other words, Vaseline targets everyone everywhere.
Vaseline’s place strategy reflects its status as a global brand emphasizing accessibility and reach. Here are the key points illustrating their approach:
- Global Distribution Network: Vaseline, being a part of Unilever, benefits from a vast and efficient global distribution network. This allows the brand to be available in many countries, reaching a broad and diverse customer base.
- Online and Offline Retail Presence: Vaseline products are widely available both in physical retail stores like supermarkets, drugstores, and specialty beauty stores, as well as through online platforms. This dual-channel approach caters to traditional shopping preferences and the growing e-commerce trend.
- Partnerships with E-commerce Giants: Vaseline collaborates with major e-commerce platforms to strengthen its online presence further. These partnerships ensure that Vaseline products are easily accessible to consumers who prefer online shopping.
- Localized Product Offerings: Vaseline tailors its product offerings to meet the specific needs and preferences of various regions. This localized approach helps the brand to resonate more effectively with different cultural and demographic groups.
- Focus on Accessibility and Affordability: Vaseline is committed to making its products accessible and affordable. This aligns with its mission to provide skincare solutions to as many people as possible, reinforcing its position as a brand for the masses.
Vaseline Pricing Strategy
Vaseline has penetrated the markets because of its low pricing strategy, among other quality assurance features. It is true that in almost any market, Vaseline will be found to be among the cheapest of all the corresponding products.
Vaseline petroleum jelly is used in most low-income earning families and homes because of this low-pricing strategy. Though a few products, such as its lotion line, maybe a little costly and target the middle class, Vaseline’s heritage has been carried through generations because of its low-pricing strategy.
As a prominent skincare brand under the Unilever umbrella, Vaseline adopts a multifaceted pricing strategy that balances affordability with market penetration and value perception. Here’s an expert breakdown of their approach:
- Market Penetration Pricing: Vaseline employs a market penetration pricing strategy, particularly in emerging markets. By setting prices lower than some competitors, the brand can quickly gain a significant market share, making it a go-to choice for consumers seeking effective yet affordable skincare solutions.
- Competitive Pricing: Vaseline often aligns its prices with those of its competitors in more established markets. This competitive pricing strategy ensures the brand remains attractive to price-conscious consumers while competing effectively with other brands in the same category.
- Value-Based Pricing: The brand’s pricing also reflects the perceived value of its products. Vaseline products are often seen as offering high quality at a reasonable price. This perception of value is backed by the brand’s long-standing reputation for effectiveness and reliability in skincare.
- Product Line Pricing Strategy: Vaseline has a broad range of products and employs a product line pricing strategy. This approach involves setting different prices for various products in its range based on factors like formulation complexity, intended usage, and packaging. This stratification allows consumers to choose products that align with their budget and skincare needs.
- Promotional and Discount Pricing: Vaseline frequently employs promotional pricing strategies, such as discounts, bundled offers, and seasonal sales. These promotions boost short-term sales, attract new customers, and encourage existing customers to try new products.
Vaseline Promotion Strategy
Vaseline has employed all the traditional marketing strategies to promote the product. No marketing avenue has been left untouched. The company uses trade promotion, consumer promotion, public relations through press releases, Event organization such as conferences, direct marketing, online marketing, and adverts through print media such as magazine & newspaper ads and electronic and broadcast media. Vaseline’s marketing department is well organized to ensure that the promotion practices are very smooth. The departments below are all associated with the promotions of this skin care product. These are:
- Advertising, Sales, and Promotion
- Product Innovation department
- Operation department
- Marketing & communication
- Research & Development Department
- Finance & Cost controlling sector
All in all, Vaseline is already a well-celebrated brand. Still, Unilever never takes chances but continues to invest in innovation and marketing, thus keeping the company steady in the mix.
Some Recent Video ads and Print ads for Vaseline are:
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