Vaseline body lotion

The Vaseline journey began in 1859, when Robert Chesebrough, a chemist from New York, discovered a wonder jelly in the oil fields of Titusville, Pennsylvania in the US. Over the next decade he perfected the formulation of Vaseline Petroleum Jelly before opening for business in 1870. Vaseline jelly quickly became known for its ability to protect and restore dry and damaged skin, and over the next century it became a staple of households around the world. Using the same formula  they made Vaseline body lotion.

Target market based on segmentation:

1.	Geographic
Country		Over 70 countries
Region		Urban and Rural

2.	Demographic
Age		12-60
Gender		Male and female
Occupation		Students, Businessman and all working person
Education		Not necessary

3.	Psychographic
Social class		All class
Lifestyle		Any type

IMC Tools

1. Advertising:

a) Newspaper ads: Vaseline did some good newspaper ads for Vaseline body lotion.

b) Billboard ads: Vaseline has done a lot of billboard ads which are simple but gives a good amount of information.

                             

c) Electronic media ads: Vaseline has shown many type of ads in different channels. Which mostly shows how it will take care of your skin if you use it.

d) Transit ads: Vaseline gives the picture of their product on different transports for transit ads.

2. Sales promotion:

Vaseline has different type of sales promotion categories.

1. Daily care, 2. Dry skin, 3. Sensitive skin, 4. Even Tone, 5. Firming, 6. Men’s production (Daily care, Dry skin, Even Tone) and there are more in the line of production.

 1. Daily care: This Vaseline lotion contains a specially designed blend of glycerin (to pull moisture into all layers of skin) and micro-droplets of Vaseline Petroleum Jelly (to lock moisture in). Clinically proven to restore dry skin for X3 longer.

2. Dry skin: This Vaseline lotion is a lightly fragranced formula that contains a specially designed blend of glycerin (to pull moisture into all layers of skin), and Vaseline Petroleum Jelly and dimethicone (to lock moisture in). Clinically proven to repair very dry skin in 5 days.

3. Sensitive skin: This Vaseline lotion is a fragrance free formula that contains a specially designed blend of glycerin (to pull moisture into all layers of skin), and Vaseline Petroleum Jelly and dimethicone (to lock moisture in). This doesn’t do any harm to sensitive skin.

4. Even Tone: An all-over lotion that helps match uneven & discolored areas to your body’s natural shade. Containing Vitamin B3 & Triple Sunscreens, see smoother, more radiant & natural even tone begin to reveal itself in as little as 2 weeks.

5. Firming: Containing collagen and minerals, this firming lotion replenishes the skin with moisture and helps restore elasticity, leaving it smoother, firmer, and more resilient. This lotion significantly improves skin firmness in just 2 weeks.

6. Men’s production:

a) Daily care: Vaseline MEN body Fast Absorbing body lotion contains Stratys-3, allowing it to tackle skin dryness in 15 seconds, which makes it the perfect moisturizer for men on-the-go.

b) Daily care: Vaseline Men Extra Strength formula contains Stratys-3 and is formulated to hydrate and soothe extra dry skin. A perfect moisturizer during the winter months.

c) Even Tone: Vaseline Men Even Tone formula combines Vitamin B3 and Stratys-3 to help restore even skin tone.

3. Public relation and publicity:

For PR and publicity Vaseline sends their workers to different location or country where people are not very fond of using body care creams or lotions and they try to tell people how using Vaseline can help them.

Vaseline also creates PR/Publicity by sponsoring different TV or live shows.

4. Interactive marketing:

Vaseline created a Facebook application for Indian users that allows them to lighten the pigment in their profile photo. The app was developed to promote Vaseline’s line of skin lightening creams for men by cashing in on India’s notorious preference for lighter skin tones.

5. Personal Selling:
Personal selling occurs where an individual salesperson sells a product, service or solution to a client. Vaseline also dose personal selling.  

My Opinion:

The purpose of this article is to tell the readers how Vaseline uses IMC Tools. The data given in this article are found from Vaseline’s website and google. Information was hard to find so the article might miss some information but it has enough to provide you with good amount of knowledge about Vaseline. You can know more about their product from there website: http://www.vaseline.us/