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GRRO
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PRINCIPLES
OF
MARKETING
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D I V - N ( 2 3 ' - 2 6 ' )

T E A M M E M B E R S

- A K S H A T P A D I Y A R ( 7 4 0 2 2 3 0 0 5 4 9 )
- A N S H U L N A N D A ( 7 4 0 2 2 3 0
- R I T I K A S I N G H ( 7 4 0 2 2 3 0 1 1 1 3 )
- J A S M E E T S I N G H ( 7 4 0 2 2 3 0 1 6 2 6 )
- K E S H A V M A N G L A ( 7 4 0 2 2 3 0 0 6 6 9 )
- T A N Y A R A J ( 7 4 0 2 2 3 0 1 2 4 4 )
- S A N I Y A P A N C H A L ( 7 4 0 2 2 3 0 1 2 9 6 )
WE WOULD LIKE TO EXPRESS OUR SINCERE GRATITUDE TO ALL
THOSE WHO HAVE HELPED US IN THE SUCCESSFUL COMPLETION
OF THIS PROJECT. FIRST AND FOREMOST, WE WOULD LIKE TO
THANK OUR PROJECT GUIDE AND TEACHER, DR. PRIYAM GHOSH
FOR HER VALUABLE GUIDANCE, CONSTANT ENCOURAGEMENT,
AND SUPPORT THROUGHOUT THE PROJECT.

WE ARE ALSO GRATEFUL TO THE BBA DEPARTMENT OF SVKM'S

NMIMS, BANGLORE FOR PROVIDING ME WITH THE NECESSARY
RESOURCES AND FACILITIES TO COMPLETE THIS PROJECT.

WE WOULD LIKE TO EXTEND OUR HEARTFELT THANKS TO OUR

FRIENDS AND FAMILY MEMBERS FOR THEIR SUPPORT,
MOTIVATION, AND UNDERSTANDING DURING THIS
CHALLENGING PROJECT. THEIR ENCOURAGEMENT AND BELIEF
IN US WERE CRUCIAL IN COMPLETING THIS PROJECT
SUCCESSFULLY.

FINALLY, WE WOULD LIKE TO THANK ALL THE PARTICIPANTS

WHO PARTICIPATED IN THE STUDY, WITHOUT WHOM THIS
PROJECT WOULD NOT HAVE BEEN POSSIBLE. WE ARE GRATEFUL
FOR THEIR TIME, EFFORT, AND WILLINGNESS TO PARTICIPATE IN
THIS RESEARCH.

THANK YOU ALL ONCE AGAIN FOR YOUR CONTRIBUTIONS,

ENCOURAGEMENT, AND SUPPORT IN MAKING THIS PROJECT A
SUCCESS.
VASELINE LIP THERAPY, A WELL-LOVED SKINCARE ESSENTIAL,
STANDS AS A SYMBOL OF INNOVATION AND TRADITION IN LIP
CARE. DATING BACK TO 1872, WHEN ROBERT CHESEBROUGH
PATENTED THE METHOD FOR CREATING PETROLEUM JELLY,
VASELINE HAS TRANSFORMED INTO A POPULAR NAME
ASSOCIATED WITH MOISTURIZATION AND DEFENSE. UNDER THE
OWNERSHIP OF UNILEVER INDIA, VASELINE LIP THERAPY
SYMBOLIZES COMPLETE SKINCARE, OFFERING A VARIETY OF
PRODUCTS TO CALM, HYDRATE, AND NURTURE LIPS
THROUGHOUT THE YEAR. BEYOND MERELY A LIP BALM, VASELINE
LIP THERAPY GOES ABOVE AND BEYOND FUNCTIONALITY,
REPRESENTING INDIVIDUAL WELL-BEING AND SELF-NURTURING.
COMPACT TIN CONTAINERS, CONTAINING DIFFERENT
FORMULATIONS LIKE THE CLASSIC ORIGINAL, THE GENTLY
COLORED ROSY LIPS, AND THE LUXURIOUS COCOA BUTTER,
ENSURE HYDRATION AND COMFORT ON-THE-GO.
DEMONSTRATING A STRONG DEDICATION TO CUSTOMER
CONTENTMENT, VASELINE LIP THERAPY NOT ONLY TACKLES
DRYNESS AND CRACKING BUT ALSO MEETS VARIOUS SKINCARE
REQUIREMENTS, SERVING AS A VERSATILE ANSWER TO DIFFERENT
SKIN WORRIES. IN A MARKET IMPACTED BY CULTURAL CHOICES,
SEASONAL CHANGES, AND CHANGING CUSTOMER BEHAVIORS,

FIGURE PAGE
1.1 DIAGRAM OF CUSTOMER MARKET………………………7
1.2 STIMULUS RESPONSE MODEL ............................................ 7
2.1 DIAGRAM OF PRODUCT MIX ............................................. 10
2.2 DIAGRAM OF DISTRIBUTION CHANNEL........................ 10
PAGE
TOPICS
NO
9 INTRODUCTION & CVP

10 SRM & FACTORS AFFECTING

BUYINGBEHAVIOUR

11 STAGES IN BUYING DECISION

MAKING

12 STP

13 4P’s & SETTING THE PRICE

14 ELEMENTS OF IMC
 VASELINE
-----LIP THERAPY-----

Vaseline, owned by Unilever India is well-known for its skin care and moisturizing properties. It all
started in 1872, when Robert Chesebrough was granted a patent for the process of producing
petroleum jelly, the key ingredient in Vaseline products. The lip therapy product range serves to relax,
soothe, and quickly hydrate dry lips while also providing all-day care suitable for all skin types.

Vaseline Lip Therapy is more than just a lip balm; it's the way of preventing dryness and keeping your
lips smooth and healthy. These lip balms, in their tiny and portable tin containers, are the perfect
companions for on-the-go hydration. Its benefits are not limited by the seasonal changes, and it aims to
provide a comforting feel to our lips at any given point, all year round.
Each variety in the product range has been precisely developed to give intensive hydration and lip care.
Vaseline Lip Therapy offers a broad assortment to meet different preferences and requirements,
including but not limited to, the classic Original, the delicately tinted Rosy Lips, and the delicious Cocoa
Butter formulation.

Customer Value Proposition for Vaseline Lip Balm

Vaseline Lip therapy delivers a comprehensive customer value proposition by offering an excellent cost-
to-benefit ratio with a deep psychological comfort to the consumers with its skin hydrating properties
allowing one to uphold his/her physical appearance. Being a multifunctional product, its benefits also
reach outwards into other segments than just the marketed conventional use.

Total Customer Benefit

Conventionally, Vaseline Lip Therapy has reliable moisturizing properties as it helps to enhance the lip
health, prevent dryness and chapping.
Psychologically, it allows the consumer to keep a sense of personal well-being and self-care, which caters
to positive emotions and a higher morale for physical appearance.
The lip therapy products also have multiple other uses which are not so widely recognised and are
underrated such as lubricating loose hinges or jammed zippers, acting as a barrier for small scrapes and
burns, and even hair styling product. It may also be used to hydrate dry, cracked feet, protect and heal
tattoos, and avoid chafing during athletic activities.

Total Customer Cost

Monetary cost :-
The Vaseline Lip Therapy (Original, Rosy Lips and Cocoa Butter) come in 17g tin containers and are priced
at Rs270.
The Hershey’s Kisses Lip Balm is priced at Rs375 for the 17g container.
Lip Therapy Gold Dust Lip Balm, a limited edition version is priced at Rs 900 for the same 17g container.
 ·Vaseline Lip Therapy uses a variety of
strategies to sway customers, including
portability, cost, accessibility, and seasonal
discounts. Its inexpensive price appeals to
consumers on a tight budget, and its small
shape provides convenience. It is extensively
accessible through retail and online channels
to offer an ease of shopping.

·The packaging and labelling are designed with an eye-catching design, and clear product information.
Product benefits are communicated through visually appealing labels, while portability and
convenience are increased by user-friendly packaging. Good labelling raises customer awareness and
influences purchase decisions.
· It satisfies customers' demand for self-care and well-being by offering consolation to attend to
psychological needs. Decisions to buy are influenced by perceptions of the product's moisturizing
qualities and brand reputation, which play on cognitive processes. Purchase intent is influenced by
personal objectives, such as improving attractiveness or keeping healthy lips, which are in line with
consumers' desires to better themselves.
·Decision making begins with identifying a skincare need, then assessing alternatives based on criteria
such as brand reputation and effectiveness and finally choosing a purchase influenced by personal
preferences shaped by the stimulus. Post-purchase satisfaction impacts prospective advocacy, while
external cues such as internet reviews help shape customer impressions and brand loyalty.
·In the purchase process, consumers choose their preferred variant (Original, Aloe Vera, Rosy Lips),
decide where to buy from (local store, online), determine quantity based on needs, promotions, etc and
select a payment method (cash, credit card, digital).

Several factors can impact the purchasing behaviour of Vaseline Lip Therapy in India, such as:

·Cultural Preferences: Based on cultural norms, customs, and beauty standards, Indian customers may
have particular preferences for lip care products. For Vaseline Lip Therapy to be properly marketed, it
is vital to comprehend these preferences.

Seasonal Variations: Seasonality is important when it comes to lip care requirements, especially in a
country with a diverse environment like India. For example, there can be a rise in demand for
moisturising lip creams like Vaseline Lip Therapy during the winter, when many parts of India face dry
and cold weather.
 ·Distribution Channels: Consumer behaviour can be greatly influenced by accessibility
through a variety of distribution channels, such as traditional retail stores, pharmacies,
supermarkets, and internet platforms. To reach a larger consumer base, availability in both
urban and rural locations must be guaranteed.

Brand Perception and Trust: Consumer purchasing decisions may be influenced by the
Vaseline brand's reputation and level of trust. Effective branding and marketing initiatives
that emphasise Vaseline Lip Therapy's tradition, quality, and dependability can increase the
product's attractiveness to Indian consumers.

·Marketing and Promotion: Creating advertising campaigns that speak to the tastes, way of
life, and cultural values of Indian consumers might affect their purchasing decisions.
Discounts, deals, and celebrity endorsements are examples of promotional activities that
might influence consumer choices.

Product Features and Advantages: Highlighting the special qualities and advantages of
Vaseline Lip Therapy, such as its hydrating qualities, long-lasting results, and compatibility
for different skin types, might draw in Indian customers looking for efficient lip care
products.

Word-of-mouth and reviews: In India, recommendations from friends, relatives, or influential

people, along with favourable evaluations and testimonies, have a big impact on consumer
behaviour. Building credibility and trust can be facilitated by showcasing positive
experiences with Vaseline Lip Therapy on social media and in online reviews.

Problem recognition - Problems such as dry or chapped lips, pain or discomfort by cuts on skin,
cracked or peeling lips, and the want for shelter from inclement weather are generally recognized
while purchasing Vaseline lip therapy.

Information search - After the problem recognition process, consumer would search for a lip balm
and come across Vaseline lip therapy discovering its new attractive design different than the
traditional one.

Evaluation of alternatives - While considering purchasing Vaseline lip therapy, consumers would
evaluate several key factors which include the brand's reputation, product ingredients and
formulation, effectiveness and durability, variety of options available, and the cost and value for
money compared to other products i.e. Nivea, Lakme, etc. Since Vaseline lip therapy lip balm has
a unique ingredient that is petroleum jelly and promotes sustainable packaging and an attractive
design, the consumer would consider buying it.

Purchase decision - The consumer would finally decide whether to purchase the product, and it
would be bought according to the evaluation stage with Vaseline lip therapy dominating it’s
competitors.

Post purchase behaviour- After purchasing and consuming the product the consumer evaluates
the satisfaction with it leading to purchases on repeat and a good customer goodwill. Most of the
consumers consistently purchase Vaseline lip therapy lip balm because of its alternative uses.
• Market segmentation: Divides target market into approachable groups based on demographics, needs,
priorities, and interests.
• Targeting: Breaks target audience into segments and designs marketing activities to reach the most
responsive segments.
• Positioning: Determines the desired position of a brand or product within a target market.
• Market and brand positioning involves marketing to achieve this position.

1. Demographic Segmentation:
Age: Targeting teenagers, young adults, and seniors with unique lip care needs.
Gender: Crafting messages to attract both men and women.
Income: Adapting products and promotions to match consumers' disposable income levels.

2. Behavioral Segmentation:
Desired advantages: Segmenting based on moisturization, SPF protection, healing qualities, etc.
Usage rate: Differentiating occasional and regular users of lip care items.
Brand allegiance: Recognizing Vaseline enthusiasts from those willing to explore new brands.

3. Psychographic Segmentation:
Outdoor lovers, beauty enthusiasts, and lip care enthusiasts.
Personality traits: Focusing on natural, eco-friendly, or luxurious lip care seekers.

4 Geographic Segmentation:
Climate: Targeting regions with extreme temperatures where lip care is essential.
Urban vs. rural: Adjusting to diverse demands based on living environments.

5. Occasion-based Segmentation:
Seasonal shifts: Addressing winter lip care necessities versus summer lip protection.
Event-specific: Catering to lip care needs for occasions like weddings, vacations, and more.

This item is intended for a wide range of consumers, including millennials, working individuals, seniors, nature
lovers, and frequent travelers who suffer from dry or chapped lips due to various factors like the climate or lip
products. Vaseline Lip Therapy is budget-friendly, easy to use, and available to individuals in different income
brackets. Its compact packaging and selection of options (like cocoa butter or aloe vera) appeal to a broad
range of preferences and specific skincare requirements. Marketing approaches typically include online
platforms, beauty salons, and convenience stores to effectively engage with and attract the attention of this
extensive target audience looking for dependable lip care solutions.

Positioning is how customers view a product in comparison to its competitors. Vaseline Lip Therapy lip balm
focuses on showcasing its unique qualities and advantages over other lip care products.
1. Point of Distinction (POD): Vaseline Lip Therapy stands out with its remarkable moisturizing properties from
petroleum jelly, along with its special blends like Rosy Lips and Cocoa Butter and healthy alternative uses
These features highlight the superior quality and effectiveness of
Vaseline Lip Therapy in providing nourishment and protection for the lips.

2. Point of Parity (POP): Vaseline Lip Therapy shares basic features with other lip care products, such as lip
hydration, portable packaging, and cost-effectiveness. By recognizing these shared aspects, Vaseline Lip
Therapy assures consumers that it meets their essential expectations for a lip balm while also offering
additional benefits that make it unique.
• Product: Hydrates and protects lips from dryness and chapping.
• Pricing Strategy: Utilizes penetration, competitive, or premium pricing.
• Place: Available in pharmacies, supermarkets, online retailers, and brand website.
• Promotion: Utilizes advertising, social media marketing, influencer collaborations, special offers,
and public relations to promote product benefits.

Obtaining Price of Vaseline Lip Therapy in India:

Product: Evaluating distinctive features and advantages of Vaseline Lip Therapy when
compared to competitors.
Place: Understanding distribution channels and costs of every channel.
Promotion: Determining marketing and promotional activities.
Competition: Analyzing pricing tactics of competitors offering akin lip balm products.
Target Market: Contemplating purchasing power and price sensitivity of the target
market.
Price of Rs. 250 complies with overall marketing strategy, reflecting the product's value
proposition and brand positioning.
Vaseline Lip Therapy and its Implementation of Integrated Marketing Communications:

Consistent Messaging:
Vaseline Lip Therapy makes sure that its messages remain consistent across all marketing
platforms, like TV, print, digital, and social media. Whether it's ads, sponsored content, or
partnerships with influencers, the focus remains on the benefits of the product, such as keeping lips
moisturized and protected.

Synergy Across Channels:

The brand combines its marketing strategies across different channels to strengthen its message. For
instance, it might air a TV ad showcasing the product's features while also launching a social media
campaign that encourages users to create content using specific hashtags.

Strategic Partnerships:
Vaseline Lip Therapy partners with influencers, celebrities, and beauty experts in India to endorse its
goods. These collaborations help expand the brand's reach and credibility, particularly among
beauty-conscious consumers.

Engaging Content:
The brand develops captivating and educational content that resonates with its audience. This
content could range from skincare advice to tutorials and product demos, delivered through videos,
blogs, and social media posts.

Customer Engagement:
Vaseline Lip Therapy actively interacts with its customers on social media platforms, answering
questions, addressing issues, and encouraging user-generated content. This dialogue strengthens
relationships between the brand and consumers, nurturing brand loyalty.

Retail Activation:
The brand implements retail initiatives, like in-store promotions, displays, and sampling programs, to
boost product trials and sales at the point of purchase. These activities complement other marketing
strategies, enhancing the brand's visibility and accessibility.

By using Integrated Marketing Communications, Vaseline Lip Therapy ensures that its marketing
campaigns in India are unified, impactful, and effectively reach its desired audience. This, in turn,
boosts brand awareness, preference, and sales.
-HTTPS://WWW.VASELINE.COM/US/EN/HOME.HTML
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