Marketing Strategy of Vaseline – Vaseline Marketing Strategy

Marketing Strategy of Vaseline – Vaseline Marketing Strategy: It was first patentable in The United States by Robert Chesebroughin the year 1859. was his invention by separating an important material of petroleum. 

Chesebrough to the oils fields in Pennsylvania in 1859, where he was introduced to the residue known as “Rod Wax” which had to be removed regularly from the pumps of oil rigs and could then be used to heal burns and cuts. This is the reason that caused Chesebrough to think of creating a medicine using this petroleum jelly, which was named Vaseline

This name was operated by Chesebrough Manufacturing Company until it was purchased by Unilever in 1987. 

Marketing strategy of Vaseline

Did You Know About Vaseline?

[wp-svg-icons icon=”office” wrap=”I”] Company : Vaseline

[wp-svg-icons icon=”user” wrap=”I”] CEO: Robert Augustus Chesebrough

[wp-svg-icons icon=”user” wrap=”I”] Founder: Robert Chesebrough

[wp-svg-icons icon=”calendar” wrap=”I”] Year founded: 1872

[wp-svg-icons icon=”location-2″ wrap=”I”] Headquarters: United States

[wp-svg-icons icon=”stats” wrap=”I”] Annual Revenue: 113 million U.S. dollars.

[wp-svg-icons icon=”bars” wrap=”i”] Profit | Net income:  Not Found

[wp-svg-icons icon=”pie” wrap=”i”] Products & Services: There’s a Vaseline® product for every skin need to help you reach for amazing every day.

[wp-svg-icons icon=”pacman” wrap=”I”] Competitors: Nivea | Ponds | Lakme | Olay | Johnson and Johnson | Clinique | Garnier | Dove

[wp-svg-icons icon=”globe” wrap=”I”] Website:

Which company makes Vaseline?  : Unilever Global

Vaseline Fun Fact: The name “vaseline” is said by the manufacturer to be derived from German Wasser “water” + Greek έλαιον (elaion) “olive oil”. Vaseline was made by the Chesebrough Manufacturing Company until the company was purchased by Unilever in 1987.

Marketing strategy of Vaseline

Marketing Strategy of Vaseline – Segmentation, Targeting, Positioning

Vaseline Petroleum Jelly targets families in particular the ones with children. The demographics that the product is targeting are females aged 18-60, preferably with children, single females with a career, and always in motion. 

It is widely used by people with skin problems by their families, particularly during winter months as a treatment for dry, rough skin. It is a skincare product that can be described as India’s biggest and largest skincare product during winter months and is available to all ages from children to professionals to household workers by reaching out to every nook and corner of the nation. 

Vaseline Mission Statement

Vaseline’s mission is to provide the knowledge, advice, and products that enable everyone to enjoy great, healthy-looking skin every day.

Vaseline Vision Statement

“Not Available”

Vaseline Tagline

The Healing Power of Vaseline

Marketing Strategy of Vaseline – Competitive Advantage

It’s a Wonder jelly!  

Since its inception, more than 140 years ago, Vaseline has been an essential skincare brand for consumers in the marketplaces of every major country. With its healing power and skincare benefits during the winter months, it has been handed down to generations of families, especially mothers to daughters. 

No matter what gender, age or region, etc. it has been used as a wonder jelly throughout the globe and has been used by all generations to meet needs for skin, especially in winter, 

Vaseline has more than 100 applications.  

  • 1. Cure lips that have chapped by using Vaseline’s healing power. 
  • 2. Make sure you keep your eyebrows from becoming uncontrollable. 
  • 3. Soothe your cuticles using Vaseline to help heal your cuticles. 
  • 4. Eliminate dead skin cells using your body scrub. All you need is a mixture of Vaseline and sugar. 
  • 5. Massage your baby’s bum to avoid diaper rash and pamper your baby with a complete body massage. 
  • 6. Soothe tired feet with the help of Vaseline rub on your feet. 
  • 7. Refresh tired skin after a sport or intense exercise. 
  • 8. Create the Vaseline protecting layer over minor cuts, burns, scabs, and rashes. 
  • 9. Apply Vaseline to the knees as well as elbows to soften the skin. 
  • 10. Soften the hard hands with an effective Vaseline hands rub. 

Marketing Strategy of Vaseline – BCG Matrix

Vaseline broadly categorizes its products into four categories that differ Vaseline Jelly, Vaseline Intensive Care, Vaseline Lip care, and Vaseline Healthy white. 

It is with Vaseline Jelly as well as Vaseline Intense care as the main products of the brand Vaseline lip care as well as Vaseline Healthy white continues to be used as an issue on the label. 

Marketing Strategy of Vaseline – Distribution Strategy

With a rich history that spans greater than 80 years within the nation, The HUL’sdistribution network includes more than 7,000 stockists in redistribution that directly cover the whole urban population, as well as 300 million rural customers. 

Its distribution network in rural India currently covers the area of more than 50,000 villages and the number of villages growing rapidly and reaching around 250 million people, with around 6000 sub-stockists. 

Marketing Strategy of Vaseline – Brand equity

With its distinctive Petroleum Jelly Vaseline claims to provide 100% of daily skin hydration and other vital nutrients needed by our skin, making it appear vibrant and healthy. Vaseline presents itself as a mixture of minerals, vitamins, and moisturizing moisturizers. 

The main ingredients include Protein Soya and Oat extracts, and Vitamin E to make its moisturizers and creams, it creates the perception of moisturizing cream for the skin among customers. 

Marketing Strategy of Vaseline – Competitive Analysis

The other brands of Unilever, such as Pond’s with Lakme are all close rivals to the name Vaseline. The brand is ranked third with Amway as well as Nivea being the second and third biggest brands in the business. 

Petroleum Jelly remains to be the market-leading product in this segment there isn’t a single product that even comes close to being a direct competitor of Petroleum Jelly. Nivea is second in this category. Vaseline is above Nivea since Nivea has limitations in its use as a cold cream, whereas it can be used for a variety of purposes ranging to even diaper rashes creating a low-competition marketplace for it in this market. 

Marketing Strategy of Vaseline – Market Analysis

A report by Nielsen Retail Measurements 2016 officially acknowledges Vaseline as a top-selling brand worldwide in the body and hand care sector, which takes into account the sales of 21 countries in Europe, Asia, Africa, and the Americas. 

Vaseline’s Healing Project is one of the most significant initiatives to make Vaseline the top-selling brand, and it has been there for nearly three years. 

Emerging markets like India, South Africa, Thailand, and others. have played a significant role in its development over time. 

The brand is actively seeking an expansion of its presence in emerging markets, by focusing on the correct prices and appropriate sizes across its different lines of products on these markets. 

Marketing Strategy of Vaseline – Customer Analysis

With a high content of white Petrolatum and lower prices in comparison to rivals such as Garnier, Vaseline positions itself as a body cream in the medical market and also an oil jelly cream. 

A seasonal brand, not like Pond’s, Vaseline also has foot cream that remains a niche item that is only available during winter. Petroleum Jelly is marketed to all age groups and also other products such as Vaseline cosmetics and lotion mostly target women working and women who are housewives. 

Marketing Strategy of Vaseline – Promotional Strategy

With Vaseline being a well-loved brand, Unilever takes no chances and is investing in its Vaseline product development along with promotion. 

The brand has employed every type of traditional, conventional, and innovative method of marketing. With a strong marketing department, Vaseline assures that its promotional methods are smooth. The following departments are connected to the promotion of skin products for skincare. These include: 

  • Advertising, Sales, and Promotion 
  • Product Innovation department 
  • Operation department 
  • Communication and marketing 
  • Research & Development department 
  • Finance & Cost controlling sector 

You May Also Like:

This is the Marketing Strategy of Vaseline. Please let us know if you have additional suggestions to add.

[wp-svg-icons icon=”bubbles” wrap=”i”] Let us know What do you think? Did you find the article interesting?

Write about your experiences and thoughts in the comments below.