Vaseline SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 19988
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SWOT Analysis of Vaseline with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Vaseline

Parent Company

HUL (Unilever)

Category

FMCG

Sector

Personal Care – Skin Care

Tagline/ Slogan

Keeping skin amazing since 1870

USP

Developing products to keep the skin amazing

STP

Segment

Personal Skin Care products

Target Group

Middle class all age groups for skin care

Positioning

Nobody knows skin –and how to keep it at its healthy best –better than Vaseline.

SWOT Analysis

Strengths

1. Products available in over 60 countries for over 130 years
2. Vaseline Petroleum Jelly is one of the most widely used products to fight dry skin
3. Strong brand recognition and high market share
4. High Versatility of the product and good R&D
5. Product range include plain petroleum jelly and a selection of skin creams, soaps, lotions, cleansers, deodorants and personal lubricants.

Weaknesses

1. Lack of sustained budget for advertising of products
2. Severe competition in the skin care and cream segment
3. The drawback of a popular ‘brandname’ is other or fake products sell under its name

Opportunities

1.Populrise Vaseline Sheer Infusion contains patented Stratys-3 technology and is the new body lotion that infuses and suspends moisture across all layers of skin
2. Vaseline Intensive Rescue is the latest innovation for dry and very dry skin from Vaseline
3. No significant direct competitive petroleum jelly products that effect Vaseline Petroleum Jelly market share

Threats

1. Lack of consumer advertising as Vaseline focuses more on trade promotion
2. Specific Use Products (like baby care or sun burn cream) can compete against the versatility of the product
3. Direct competition in the petroleum jelly market from other brands like Johnson & Johnson

Competition

Competitors

1. Nivea (Skin Cream / Lip Care)
2. Ponds (Skin Care)
3. Johnson & Johnson (Petroleum Jelly)



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