Vaseline targets budget conscious mothers as their primary target market. Their shampoo restores proteins to hair, leaving it healthy and glowing. It is 23% cheaper than Rejoice and 27% cheaper than Sunsilk based on bottle packaging sizes. Vaseline uses TV ads, events and experiences for marketing. The shampoo is distributed nationwide and Vaseline uses a niche approach focused on budget conscious mothers to win in the market, which is estimated at P20 billion total with Vaseline's niche being P3.5 billion or 17%.

1. 10 STEP
Marketing Plan for
Vaseline Shampoo
Rhea G. Jardin
July 2012
www.slideshare.net/rgjardin
1

2. 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.
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3. Steps 1 to 5
The family that shower
together…….
1. Vaseline PTM are budget conscious mothers
2. Who want to have a product that suits the needs of
every family member
3. Can choose Rejoice and Sunsilk
4. Gap is all other brands are more known for offering
wide variety of shampoo mostly for active females
5. The market size is P20 Billion. Vaseline niche is
P3.5 Billion (or 17%)
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4. Steps 6 to 10
Mothers pay for health
benefits
6. Vaseline is a shampoo that restores proteins
to hair leaving it healthy and glowing
7. 23% cheaper than Rejoice and 27%
cheaper than Sunsilk*
8. Uses TV, events and experiences
9. Distributed nationwide
10. Uses niche approach to win
*based on bottle packaging of 180ml and 275ml
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5. 1. Vaseline primary target market
(PTM) are budget conscious
mothers
 28-37 years old, social class AB and C, married with
kids
 Working moms or plain housewives in charge of the
family’s monthly budgeting
 Taking a bath at least twice a day and demand soft,
manageable and healthy hair that would satisfy the
needs of every family member at a budget friendly
price
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6. PTM needs to be reliable and
dependable by their families…
Self-Actualization
Needs
(Self-Development
I’m happy when I satisfy the & Realization)
needs of my family
Esteem Needs
(Recognition,
Status)
I want to be dependable Social Needs (sense of
belonging, love)
I want my family to be protected Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
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7. 2. Mothers have specific wants
and demands for their families
Mothers need to have the fulfillment that they were able to
satisfy the needs of their families, and achieve self-
actualization
Mothers prefer, choose Vaseline Shampoo over other shampoo
products because of value for money, packaging, fragrant smell,
brand promise of Healthy Glowing hair
Mothers demand smooth and glowing hair, fragrant smell that lasts
the whole day, mild ingredients that are suitable even for
kids
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8. 3a. Vaseline Shampoo has
many tight competitors
 Direct: Rejoice, Sunsilk, Head & Shoulders,
Palmolive, Pantene, Loreal, Dove
 Indirect: Hot Oil Treatment, Gugo essence, hair
moisturizer
 Variables: Age, Price, packaging, different
categories, availability, mild and gentle to use
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9. Vaseline Shampoo is #1 in niche:
premium product for mothers
as of 2011
Price vs. Age Matrix
Price/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
Age
Matrix
High Dove
Loreal Dove
Sunsilk
price Sunsilk
Pantene
Pantene
Loreal
Low Vaseline w/
Palmolive Vaseline Rejoice
Anti-Dandruff/
Vaseline w/
Active Aloe-
Price Amino Collagen Vaseline w/ Silk
Plus Rejoice Germ-Fighting Wheat
Formula Proteins
Fizz
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10. as of 2011
Vaseline’s niche is healthy
glowing hair
Benefit Positioning vs. Brand Matrix
Rejoice Rejoice Rejoice Vaseline Vaseline Vaseline Sunsilk Sunsilk Sunsilk Sunsilk Sunsilk Sunsilk
Anti- Amino Germ- Aloe- Amino- Olive Ceramide
Functional Benefit Fizz dandruff Silk Collagen fighting Wheat Keratin Fruitamin Collagen Serum Macadamia Soya
Smooth &
Manageable
Healthy glowing
Hair fall solution
Anti-dandruff
Dry & damaged hair
Strong & long
Straight & frizzy
Soft & smooth
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11. 4. Vaseline Shampoo positions
strongly in a niche market opportunity
Vaseline is the shampoo
 that offers Amino Collagen Plus, a natural protein ingredient
that helps keep hair soft, shiny and fragrant
 for budget conscious mothers
Rejoice shampoo tried to copy the position of Vaseline by
introducing the Quatro Pack similar to Vaseline’s four chamber
sachet
Vaseline shampoo has positioned itself in the market segment with
its innovation of offering a product suitable for the entire family
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12. 4. “Positioning”: brand identity from
the maker
Uno, Dos, Tres, Quatro……
It is the only shampoo that gives glowing, healthy hair,
and has always been known to promote togetherness
and intimacy within the family through its brand values
and principles…
Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx
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13. 4. “Positioning”: brand identity from
the maker
 It was also the first brand to introduce the innovative
double-chamber shampoo sachet that offered an easy,
hassle-free bathing experience enough for the entire
family
 Hair loses proteins and need to be replenished to keep it
healthy.
 Healthy hair is the first step to hair that always looks
and smells good.
Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx
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14. 5a. Based on competitor data, the
market industry is P20 billion
Market size for shampoo: 20 billion
 Sunsilk: 30%
 Vaseline: 17%
 Rejoice: 15%
 http://business.inquirer.net/28313/%E2%80%98should-we-drop-advertising-from-our-budget-and-put-it-all-on-
promo%E2%80%99
 http://www.philstar.com/Article.aspx?articleId=38087
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15. 5b. Based on Unilever data, where
Vaseline share is 17%, total market
size is 20 billion
1. Unilever Philippines annual sales data: P24 billion;
Vaseline sales may be P3.5 billion
2. Vaseline shampoo claims market share of 17%
3. Then total shampoo market size is
P3.5 billion / 0.17 = P20 billion
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16. 5c. Consumer data indicates
a size of P21.9 billion
Shampoo consumption:
50 out of approximately 88 million Filipinos bathe
daily using 4.5ml of shampoo which costs around
P1.20 per bathing
50M x 1 x P1.20 x 365 = P21.9 billion
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17. 5. Concluded that shampoo
market is 20 billion
1. Competitor data= P20B
2. Company data = P20B
3. Customer Usage data = P21.9B
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18. 6a. Vaseline has superior
displays on shelf like Rejoice
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19. 6b. What makes Vaseline
different as a product?
 Vaseline shampoo restores protein to hair so
it remains soft, shiny and fragrant – the key
indicators of healthy hair
 Vaseline shampoo is the only shampoo that
has Milk Proteins and Germ-Fighting formula
that kills germs in the hair and scalp that
causes dandruff
Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx
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20. 6b. Vaseline shampoo
offers 4 variants
1. Vaseline Healthy Glow Shampoo with Active Aloe-
Wheat Proteins
2. Vaseline Healthy Glow Shampoo with Amino
Collagen Plus
3. Vaseline Healthy Glow Shampoo with Germ-Fighting
Formula
4. Vaseline Healthy Glow Shampoo with Phot-Lipid
Plus
Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx
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21. 7. Brands have small price difference
on retail packaging but Vaseline is
cheaper in bottle packaging
Actual retail price at Save More (July 3, 2012)
Unit price per ml Unit price per LITER
Price Sachet* Bottle Pouch/Refill Sachet* Bottle Pouch/Refill Daily **
Packaging per pack 18 ml 275ml 275 ml 18 ml 275ml 275 ml Consumption
Vaseline 6 sachet pack 28.75 0.27 - - 266.20 - - 1.20
Vaseline 275ml bottle 99.75 - 0.36 - - 362.73 - 1.63
Vaseline 275ml refill 82.75 - - 0.30 - - 300.91 1.35
*one sachet is composed of 4 chambers
**equivalent to one chamber of 4.5ml shampoo
Unit price per ml Unit price per LITER
Price Sachet* Bottle Sachet* Bottle Daily **
Packaging per pack 16 ml 180ml 16 ml 180ml Consumption
Rejoice 6 sachet pack 27.75 0.29 - 289.06 - 1.16
Rejoice 180ml bottle 84.75 - 0.47 - 470.83 1.88
*one sachet is composed of 4 chambers
**equivalent to one chamber of 4ml shampoo
Unit price per ml Unit price per LITER
Price Sachet* Bottle Sachet* Bottle Daily **
Packaging per pack 13.5 ml 180ml 13.5 ml 180ml Consumption
Sunsilk 6 sachet pack 24.75 0.31 - 305.56 - 2.06
Sunsilk 180ml bottle 89.75 - 0.50 - 498.61 3.37
*one sachet is composed of 2 chambers
**equivalent to one chamber of 6.5ml shampoo
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22. 8a. Vaseline uses TV ads,
promotional items & songs
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23. 8a. Vaseline has enjoyable
and funny commercials
http://www.youtube.com/watch?v=DXwyisO-p1s&feature=em-share_video_user
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24. 8a. Vaseline has commercials
that promote family relationships
http://www.youtube.com/watch?v=IDfpV7RzcYY&feature=em-share_video_user
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25. 8b. Sunsilk remains at #1
with 30% market share
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26. 8b. Tight competition with
Rejoice Shampoo
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27. 9. Vaseline Shampoo is
distributed nationwide
 Supermarkets, sari-sari stores, convenience
outlets, drugstores, market stalls
 Nationwide
 Pick up by customers or online shopping
 Cash and credit transactions
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28. 10. Vaseline is a niche leader
Vaseline’s main strategy is to dominate the
niche market of the budget conscious
mothers whose desire is to satisfy and meet
the needs of her family
It has a very reasonable cheaper price as
compared with top competitors but still offers
the best value for money
www.slideshare.net/rgjardin

29. Steps 1 to 5
The family that shower
together…….
1. Vaseline PTM are budget conscious mothers
2. Who want to have a product that suits the needs of
every family member
3. Can choose Rejoice and Sunsilk
4. Gap is all other brands are more known for offering
wide variety of shampoo for mostly active females
5. The market size is P20 Billion. Vaseline niche is
P3.5 Billion (or 17%)
www.slideshare.net/rgjardin

30. Steps 6 to 10
Mothers pay for health
benefits
6. Vaseline is a shampoo that restores proteins
to hair leaving it healthy and glowing
7. 23% cheaper than Rejoice and 27%
cheaper than Sunsilk*
8. Uses TV, events and experiences
9. Distributed nationwide
10. Uses niche approach to win
*based on bottle packaging of 180ml and 275ml
www.slideshare.net/rgjardin

31. 10 STEP
Marketing Plan for
Vaseline Shampoo
Rhea G. Jardin
July 2012
www.slideshare.net/rgjardin
31