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Vaseline SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: November 13, 2023Read time:

Here is a detailed SWOT analysis of Vaseline covering strengths, weaknesses, opportunities and threats.

Vaseline Strengths

  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

Above are the strengths in the SWOT Analysis of Vaseline. The strengths of Vaseline looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Vaseline Weaknesses

  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

These were the weaknesses in the Vaseline SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Vaseline Opportunities

  1. Popularize 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

Above we covered the opportunities in Vaseline SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Vaseline 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

The threats in the SWOT Analysis of Vaseline are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Vaseline SWOT analysis.

About Vaseline

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Vaseline Overview
Parent Company






Tagline/ Slogan

Keeping skin amazing since 1870


Vaseline develops products to keep the skin amazing

Vaseline STP

Personal Skin Care products

Target Market

Middle class all age groups for skin care


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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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