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Vaseline SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Vaseline analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Vaseline SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Vaseline to benchmark its business & performance as compared to the competitors and industry. As of 2020, Vaseline is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Vaseline competitors and includes Vaseline target market, segmentation, positioning & Unique Selling Proposition (USP).

Vaseline SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Vaseline Brand Analysis
Parent Company






Tagline/ Slogan

Keeping skin amazing since 1870


Vaseline develops products to keep the skin amazing

Vaseline STP
Vaseline Segmentation

Personal Skin Care products

Vaseline Target Market

Middle class all age groups for skin care

Vaseline Positioning

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

Vaseline SWOT Analysis
Vaseline Strengths

Below are the Strengths in the 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

Vaseline Weaknesses

Here are the weaknesses in the Vaseline SWOT Analysis:

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

Vaseline Opportunities

Following are the Opportunities in Vaseline SWOT Analysis:

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

Vaseline Threats

The threats in the SWOT Analysis of Vaseline are as mentioned:

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 top 4 Vaseline competitors:

1. Nivea
2. Ponds
3. Johnson & Johnson

4. Lakme

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Vaseline. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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