Ponds - Case

Topics: Marketing, Petroleum jelly, Strategic management Pages: 2 (553 words) Published: March 6, 2011
CHESEBROUGH-POND’S INC.: VASELINE PETROLEUM JELLY
OBJECTIVE
Mary Porter was appointed as the product manager of Vaseline Petroleum Jelly (VPJ) in the year 1977 to develop a marketing plan that specified the level and nature of three types of marketing expenditures- advertising, consumer promotion and trade promotion. The main objective was to show a profit after advertising and promotion expenses at least 10% greater than the current 1977 estimates of $7.7 million. SWOT ANALYSIS

Strength:
VPJ had 90% of the market share
Pricing is flexible
70% consumers stated that VPJ was economical
People of all ages were using the products of VPJ
The brand name was so popular that for all the petroleum jelly the consumer called it as Vaseline. Weakness:
Trade things it is an un interesting brand
Product life –cycle was another issue
VPJ was used for several purposes like lubrication so it created a negative perception in the minds of the consumers Opportunities:
To diversify to other products because the already have a well established brand name and they were in the market for a quiet a larger period. The can go for aggressive pricing strategy.
Threats:
Consumer were deviating to other products
As it was considered products for all uses it was very difficult for them for specialisation and other brands were coming into the market with specialisation like l’oreal for exclusive hair care products. DECISION TREE

If VPJ serves the need and availability is there with the expected price and size required then consumers will go for VPJ. If it does not serve the need of the consumers, the consumers will go for other products. USERS| HEAVY USERS| LIGHT USERS|

| SINGLE JAR| MULTIPLE JAR| SINGLE JAR | MULTIPLE JAR| PERSONAL| XXX| | XXX| |
BABY| XXX| XXX| XXX| |
HOUSEHOLD→| XXX| XXX| XXX| |

ALTERNATIVES
1. The company has scheduled for launching several product in the...
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