Vaseline SWOT Analysis, Competitors & USP

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SWOT Analysis of Vaseline with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company






Tagline/ Slogan

Keeping skin amazing since 1870


Vaseline develops products to keep the skin amazing

Vaseline STP


Personal Skin Care products

Target Group

Middle class all age groups for skin care


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

Vaseline SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Vaseline :

1. Vaseline 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.

6. Good presence of Vaseline products at stores, supermarkets etc because of extensive distribution

7. Strong advertising on the brand and its products


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


1. Popularise 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


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

Vaseline Competition


Below are the 4 main Vaseline competitors :

1. Nivea
2. Ponds
3. Johnson & Johnson

4. Lakme

The brandguide table above concludes the Vaseline SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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