INTRODUCTION TO VASELINE PETROLEUM JELLY

VASELINE PETROLEUM JELLY

The Vaseline® journey started in 1859, when a 22 year old chemist from Brooklyn, New York named Robert A. Chesebrough, went to Pennsylvania to investigate an oil. While Chesebrough was there, he discovered a gooey substance known as ‘Rod Wax’ that was causing problems to the oil rig workers, as it stuck to the drilling rigs, causing them to seize up. He got curious and took some Rod Wax home where he started experimenting with it. After months of testing, he managed to successfully extract usable petroleum jelly out of it.

By 1870,Chesebrough was marketing his petroleum jelly product by the name of Vaseline®, and within ten years, the product’s increased exposure and popularity meant that almost every household in America had a jar of Vaseline®. Chesebrough expanded his business to Canada, the United Kingdom and various British colonies all over the world.

By the late 1880s, Chesebrough was selling Vaseline® Petroleum Jelly nationwide at the rate of one jar per minute and most medical professionals recognized Vaseline® Petroleum Jelly as the standard remedy for skin complaints.

By 1911, the company began opening operation plants and factories in Europe, Canada and Africa for manufacturing and distributing the product. Chesebrough’s invention was from the outset a medicinal product, intended to aid the healing process of cuts and burns

CHESEBROUGH AND PONDS

In 1955, Chesebrough Manufacturing Co. merged with Pond's Extract Company to form Chesebrough-Ponds, Inc. Like Chesebrough, Pond's had a passion and curiosity about skin. During the 1960s, the company continued to expand to locals such as Argentina, Australia, Brazil, and India

UNILEVER AND VASELINE

 In 1987, Unilever purchased Chesebrough-Pond’s merged, acquiring successful, internationally known brands such as Pond’s and Vaseline®.

Today, Vaseline® products are available in over 60 countries across the world. Its rich heritage, healing qualities and efficacy have been passed on from generation to generation for over 130 years.

Vaseline® petroleum jelly is an extraordinarily versatile product.  For 140 years, it has been the ultimate skin tool for everything from daily skin moisturisation to beauty needs to sports usage.Vaseline is triple purified and works with skin for better nourishment and protection. 

Vaseline® original 100% pure petroleum jelly is made using a unique triple purification process which creates a petroleum jelly so pure that it works naturally with your skin, helping it to rebuild moisture and renew itself.

Who buys this product ??

Every household uses vaseline petroleum jelly across the world.  It’s a must product which simply helps protecting your skin. It is used by 90% of the poupulation.

What problem does the product solve?

Vpj is used for protecting your skin. It helps cure problems of dry/cracked skin, chapped lips, minor cuts/scrapes/burns, protects from adverse climate and infection. It’s also used to prevent babies from diaper rash. Women use it as a beauty product: to tame unruly eyebrows, gloss for lips, highlight cheekbones, long lasting blush, highlights eyebrows, removes makeup etc.

What attributes are important and why?

Affordable- Cost-effective as 21gm of VPJ costs Rs 27, 42gm- Rs 45, 85gms- Rs 79. Customers would want their product to be cost-effective and not priced too high.

Availability- It is easily available at any chemist,round-the-corner shops, grocery shops, departmental stores etc.

Quality- The most important attribute customer look for is quality. VPJ uses the best ingredients for the product. 

Texture- Non-greasy moisturising cream base. As many women would love to have a beauty product  which is not oily or sticky.

Reliability- Brand recognition. Being a product of HUL which indeed is known for  providing quality products, VPJ has an advantage.

Durability- It has a good shelf life. 

If this decision is for the first time , how will it go? If it is repeat, how will it go?

To buy any product for the first time a consumer will first look at the attributes of the product such as the price, then the brand, the quality, alternatives for the same product category.

Therefore depending on the attributes mentioned above one will make the purchase decision.

If  it is a repeat decision there will be no second thought if the consumer is happy using the product for the first time. They will only look for availability. As this time the customer has already associated himself with the product.