Vasocare: scanning by FPS

Vasocare is a leading beauty brand from the house of Emami. We did the basic scanning in order to understand their presence on online platforms.

1. Vasocare & its competitors:A case study

2. What is the purpose of the audit?

• Measure the current market scenario

•The principal factors that are driving the growth of the market

•To figure out the factors influencing consumer buying process

•Identifying challenges that the lip care segment is facing right
now

•To study how the competitors are approaching the market

• To map the opportunity areas

3. Predominantly a female product; But it has now become a
mass product













Classifying Buyers

4. •Lip balms have become a basic necessity

•Consumers mostly opt for branded products nowadays

•Consumers have become brand loyal

•They keep an eye on new product launches

•Are influenced by peers, sometimes resulting in the buying decision







The Buyer’s Psyche

5. The current market scenario

6. Market Share
Nivea
Vaseline
Maybelline
Others
Source: http://timesofindia.indiatimes.com/business/india-business/Nivea-Fogg-pip-
HUL-in-lip-balms-deos/articleshow/30308835.cms
19%
18%
13%
50%
Lotus Lip Balm/
The Body Shop
Lip Balm/
Himalaya Lip
Balm/
Neutrogena

7. • HUL claims to be the market leader in the lip care market on an all-India basis as well as in
urban market, but if one were to look at the top 400 towns, Nivea has displaced HUL's Vaseline
from its No. 1 slot

•According to Nielsen data, in India's 400-plus towns, which includes both general trade and
modern trade, Nivea had a share of nearly 19%, followed by Vaseline at 18% and Maybelline at
around 13% in the year 2013

•Maybelline Baby Lips became the 3
rd
largest brand in the category within a year of its launch in
2012

•HUL has a large penetration in large and small towns and rural areas whereas Nivea and
Maybelline are still trying to penetrate these markets






The current market scenario

8. Principal factors driving the growth of the market

9. •There is a rise in consumption of men’s skin care products,
which were earlier considered purely the woman’s domain

•The urban population with increasing purchasing power is the
major force driving demand for cosmetics and personal care
products

•Petroleum Jelly & Lip Balm- No more a ‘winter only’ product

10. Identifying challenges that the lip care segment is facing right now

11. •Lip care products have a seasonal aspect and sales tend to increase in the
winter, when consumers feel the need to protect their lips from harsh
conditions

•Consumer brand loyalty is the main reason for the dominance of certain
brands such as Beiersdorf's NIVEA, Unilever's Vaseline, and L'Oreal's
Maybelline in the Lip Care market

•Once consumers are contented with a product, the probability to try a
different brand is less

•Brand loyalty is a threat for small players and new entrants of the market






Challenges

12. Factors influencing consumer buying process

13. •Price

•Brand

•Product features

•Packaging

•Promotion schemes

•Influence of advertising

•Trial of new products

14. For Men


•Tv advertisements

•Hoardings and print advertisements

•Shelf display in stores

•Friend’s recommendation











Sources of information for latest products in personal care

15. For Women

•Advertisements

•Friends

•Window shopping

•Word of mouth











Sources of information for latest products in personal care

16. For Men:

•As and when required

For women:

•For regular use-usually pre-decided













Frequency of purchase

17. Men:

•Neighborhood shops/General store/Chemist/Super market

Women:

•Direct marketing companies (Amway/Oriflame/Avon)
•Chemist store
•Neighborhood general store
•Shopping Malls












Where do they generally buy personal care products?

18. For Men


•Recommendation of friends who are users

•Brand name

•Suitability for need (skin type)

•Inclination towards herbal products

•Price










Factors taken into consideration while buying any personal care product

19. For Women


•Recommendation of friends who are users

•Brand name

•Fragrance

•Expiry date

•Long lasting feature











Factors taken into consideration while buying any personal care product

20. Competitor analysis of brands

21. VASELINE

22. •Product of Hindustan Unilever Limited, India’s largest fast
moving consumer goods company

•One of the most trusted skincare brands in India

• Founded in 1870

•Product range: Vaseline Jelly, Vaseline Lip Therapy,
Vaseline Men, Vaseline Intensive care





Vaseline

23. Advertisements
•All the ads talk about taking care of your body/ nourishing lips

24. •Vaseline has always been synonymous with Winter for a majority of
people

•It has come up with a variety of products in the last few years

•Mostly famous for its Petroleum Jelly

•Brand positioning has completely changed; Vaseline is no more a
“winter only” product

•Recent TV commercials are all about getting smoother and softer
lips by using Vaseline; Taking care of your body by using Vaseline
Findings

25. NIVEA

26. •Nivea is a German brand marketed in India By Nivea India
Pvt. Ltd

•Company was founded on March 28
th
, 1882

•One of the world’s largest skincare brand





Nivea

27. Advertisements
•Ads are not directly talking about taking care of chapped lips unlike Vaseline
•Moral: Live life with a smile

28. •Specialty: Products carry SPF ratings and claims of UV protection and
anti-oxidant activity

•Nivea ‘s marketing campaign “Kiss and Make up” for its line of lip
balm products in India which focused on young consumers became
very popular in Social Media platforms

•Vast product range, packaging is very attractive

•Recent TV commercials: 100 years of skincare for life; Nivea Men-It
starts with you









Findings

29. Maybelline Baby Lips

30. •Owned by L’OREAL

•Founded in 1915

•Advertising slogan: Maybe she’s born with it.
Maybe it’s Maybelline





Maybelline Baby Lips

31. Advertisements
•Ads are much more vibrant and attractive in comparison to the others
•Moral: Get soft lips like a baby by using Maybelline Baby Lips

32. •Baby lips became the third largest brand in the category within
a year of its launch

•Previously, lip care were considered as boring personal care
products; the whole concept changed with the launch of
Maybelline New York’s ‘Bay Lips’ is September 2012

•Lip balm became a fun product with tint and bright colors

•Recent tv commercials are doing extensive promotion of
Maybelline’s Colossal Kajal





Findings

33. VASOCARE

34. •Product of Emami Limited, one of India’s top FMCG companies

•Brand ambassador: Bipasha Basu

•They entered the Petroleum Jelly market in the year 2008

•The range includes Vasocare Petroleum Jelly, Vasocare Lip Balm,
Vasocare Lip moisturiser, Vasocare Total Moisturizing lotion





Vasocare

35. Bipasha Basu promotes Emami Vasocare at Phoenix Mall

36. Advertisements
•Moral: Get lips like Bipasha Basu by using Vasocare Herbal Lip Balm
•Ads are very simple and direct; Pictures are not that great;
Their tagline “GET LIPS LIKE BIPS’ is straight and lacks a zing.

37. •The market share in India for lip care is Rs 56 Crore; With the launch of Vasocare,
Emami aims to capture 7% of the market share

•They don’t do any on-ground activities; Contests are conducted in Social media
platforms

•Most of their advertising is concentrated on Electronic media

•In a crowded and competitive skin care market, Vasocare needs to bring out a new
formulation to stand out from the crowd

•Need to give the products a more modern look

•TVC’s are all about their herbal products







Findings

38. BRAND ANALYSIS
Keyword
Vaseline Nivea Maybelline Vasocare
Brand Slogan

Soothe and relax with
Vaseline Intensive Care

100 years skincare for
life
Maybe she's born with
it. Maybe it's
Maybelline.
Sanjeevni Sparsh ki
Present Brand
Ambassador
Shraddha Kapoor Parineeti Chopra Alia Bhatt Bipasha Basu
Current ads are talking
about:
Take care of your
body/Get smooth and
nourished lips using
Vaseline
Ads are not directly
talking about taking
care of chapped lips
unlike Vaseline

Ads are vibrant and
attractive;
Ads are all about get
smooth lips as soft as a
baby by using
Maybelline's baby lips
Ads are directly
promoting their
products;
natural and organic
products are the best
Key Learning

39. Digital Media

40. SEO
Keyword Website Performance
Vaseline Nivea Maybelline Vasocare
Lip care
products in
India

Not in the first 5
pages
Page 2; Rank 5
Page 2; Rank 7
Page 2; Rank 9
Page 1; Rank 4
Page 2; Rank 2
Not in the first 5
pages
Lip balms in
India
Not in the first 5
pages
Page 3; Rank 4 Page 1; Rank 5 Not in the first 5
pages
Favourite lip
balm
Not in the first 5
pages
Not in first 5
pages
Page 3; Rank 2 Not in first 5
pages
* In most of the cases top search result is either Maybelline or Nivea
This slide has the SEO ranking, for identified keywords, of all the competitors in the study

41. SEO
• SEO is very poor for the lip care segment in India; When searched with keywords like
favourite lip balm/popular lip balms in India/lip balm nothing crops up

42. TVC

43. VASELINE
Source: https://www.youtube.com/watch?v=MIF7IAgkgU4
Moral: Smoother, softer lips; Lips Don’t Lie
Har Pal Khayal
Source: https://www.youtube.com/watch?v=0Awb1yIX0oY

44. NIVEA
Source: https://www.youtube.com/watch?v=rfHFBZ4NRUA
Moral: 100 years skincare for life
Nivea Men-It starts with you
Source: https://www.youtube.com/watch?v=Cr6IXVqRg9A

45. MAYBELLINE
Source: https://www.youtube.com/watch?v=TOBjHS7Gi6M
Moral: I love Maybelline Baby Lips
Maybe She's Born with it, Maybe it's Maybelline ...
Source: https://www.youtube.com/watch?v=NuwBLIML9Vc

46. VASOCARE
Source: https://www.youtube.com/watch?v=pv8XDKee12Y
Moral: Sanjeevni Sparsh ki
Original herbal lip balm
Source: https://www.youtube.com/watch?v=EwtvxtWhBN4

47. PPC

48. VASELINE
• Vaseline runs PPC for only 1 keyword – Vaseline
•When searched with keywords like lip care products in India,
Vaseline does not appear; whereas its competitor Maybelline’s
name is there

49. NIVEA
• Nives runs PPC for one keyword – Nivea
•No results can be found when searched with keywords like lip balms in India;
•The strangest thing is that, small companies have lesser market share in
comparison to big brands like Nivea, Vaseline,etc like VLCC’s ppc is appearing in the
search results

50. MAYBELLINE BABY LIPS
• Maybelline runs PPCs for three keywords – Maybelline, Maybelline baby lips, balm lip

51. PPC
Keyword Website Performance
Vaseline Nivea Maybelline Vasocare
Lip care
products in
India

NA NA Advertising NA
Lip balms in
India
NA NA NA NA
Favourite lip
balm
NA NA NA NA
Vaseline Advertising NA NA NA
Nivea NA NA NA NA
Maybelline NA NA Advertising NA
Vasocare NA NA NA NA
* In most of the cases top search result is Maybelline

52. VASOCARE
Not applicable

53. Social Media

54. NIVEA

55. 14,803,298 likes
204.7 K people talking about this
Compared to its competitor Vaseline, Nivea has a much larger fan-base
Facebook

56. Latest post trends – Clear skin regimen/ Stay
healthy and eat healthy

Post frequency – 1 post per day

August 21
st
: 1 post
August 20
th
: 1 post
August 19
th
: 1 post
August 18
th
: 1 post
August 17
th
: 1 post
August 16
th
: 1 post
August 15
th
: 1 post

57. Pictures and content goes hand in hand;
The page publishes updates once a day and the updates are a mix of helpful tips and fun activities

58. Instead of pushing self-promotional content, they share updates that
aims to help people improve their daily lifestyle and food habit

59. •Interesting content
•Updates are not interactive, hardly leaving any scope for interaction

60. •The quality of the images is a treat
•Updates are less self promotional;

61. Twitter
•8,683 followers
• Unlike Vaseline, they have their own twitter handle

62. •They share the same updates that go out on Facebook
•They don’t make an effort to customize the update at all
•It’s very disappointing that the same update gets cross-posted

63. Findings:

•They post according to a content calendar

•Nivea’s facebook strategy is simple- Be helpful and interesting

•The content is not generating good engagement

•Nivea is not impressive on Twitter; They are broadcasting the
updates that is similar to its facebook content

•Nivea’s Twitter handle boasts of more than 8,000 followers, but
hardly any interaction

64. VASELINE

65. 4,698,014 likes
52 K people talking about this
Last post was on 7
th
July; Not as active as their main competitor NIVEA
Facebook

66. Latest post trends – “Win a wardrobe” contest
related posts mostly; “Think positive” quotes;
Nourish your skin using Vaseline products

Post frequency – 1 posts per day (average)

•No consistency in the frequency of posts

July 7
th
: 1 post
July 1
st
: 1 post
June 30
th
: 1 post
June 29
th
: 1 post
June 28
th
: 2 posts
June 27
th
: 2 posts
June 26
th
: 2 posts

67. • Get a chance to win a wardrobe contest;
•The content is sharable
•Just because of the brand name, engagement is there
•Drawback: Vaseline do not reply

68. •They frequently post ‘Think positive” quotes
•These posts do not initiate a conversation among the audience but they make good
use of pictures

69. •When they promote a product, engagement is very less;
•Questions are not open-ended that’s why people do not take part in any
conversation

70. Twitter
13.7 K followers
•They do not have any separate twitter handle for India

71. The products that they promote in twitter are not
available in India;
They should have a separate twitter handle for India

72. They share beauty tips which is quite useful

73. Findings:

•Vaseline has come up with a a variety of products in the last few years and, as
its Facebook page proclaims, it is now branding itself as a skincare advisor as
well

•Most of its content revolves around great skin

•The creatives are eye-catching and the copy is interesting too

•The content is doing a great job in terms of positioning it as a great skincare
brand

•The frequency of updates is wavering and the content falls short of conveying its
position as a ‘skincare advisor’

•Most of the content is self promotional

74. Maybelline Baby Lips

75. 3,653,612 likes
19.5 K people talking about this
The engagement rate is apparently quite high, which is definitely a positive aspect
Facebook

76. Latest post trends – Posts based on Maybelline colossal cab contest/

Post frequency – 4 posts per day (average)

August 21
st
: 2 posts
August 20
th
: 4 posts
August 19
th
: 2 posts
August 18
th
: 4 posts
August 17
th
: 4 posts
August 16
th
: 6 posts

77. Most of their daily posts are now based on ‘Maybelline Colossal Cab’, which has
gained popularity and people are talking about it

78. •At times their updates are based on fashion trends

79. •Self promotional content is resulting in low engagement

80. Twitter
45.8 followers
•They keep on changing their cover photos on the basis of their campaigns which is a good sign

81. Regular tweets;
All the tweets are based on online contests; Engagement
level is quite high

82. Findings:

•Maybelline is doing a fair job with its Facebook and Twitter profile

•It is making efforts to be interactive in social media platforms

•MAYBELLINE’s Social Media strategy revolves around updates about their offline activities and new
product launches

•Maybelline New York being such a popular brand, people would naturally want to talk about it, like it, share
it with their friends, or even write about it

•They hold contests on a regular basis

•Their ongoing campaign “Hitch a colossal ride” have created a buzz in the social media platforms. The
campaign is all about college goers' getting into a ‘Collosal Cab’, going out for a ride and taking a selfie pic
with the cab or while sitting in the cab. They can stand a chance to win exciting prizes and their respective
colleges will gain popularity

83. VASOCARE

84. 134,972 likes
12 people talking about this
The engagement is almost nil
Facebook

85. Latest post trends – Based on online contests mostly

Post frequency – They do not follow any content calendar

March 25
th
: 3 posts
March 11
th
: 2 posts
March10
th
: 2 posts
March 9
th
: 1 post
March 8
th
: 2 post
March 7
th
: 2 posts

86. •Most of their daily posts are based on online contests and the creatives are very
unimpressive

87. •Promoting their products in a very boring manner

88. Twitter
1 follower
•Joined Twitter on 2011
•No cover pic

89. Findings:

•Their facebook page stands nowhere in front of their competitors like
Maybelline, Nivea and Vasocare

•Not active in Twitter

•Creatives are very boring and monotonous

•Lack of originality

•They do not follow a content calendar for Facebook

•No engagement is there in facebook

•Last campaign was held in March; Those who have got a nice smile can get
a chance to win exciting prizes if they share their pictures

90. Opportunity areas

91. •Beauty and personal care value sales recorded healthy growth despite high
inflation and increased retail prices

•Beauty and personal care is expected to continue to grow over the forecast
period as consumers, including men, spend more on personal grooming

•Manufacturers will continue to launch new products at different price points
which will help them to gain volume sales and higher margins

•The majority of growth, however, will come from new consumers, who will
increasingly try different products over the forecast period

•Product innovations, safe and healthy organic products, enhanced features and
economical pricing are key factors that will steer high growth in the market over
the years

•Lip care products are most widely used by the teenage group; Since
product/brand loyalty is established at an early age, manufacturers are counting
on the possibility of the teenage segment consumers continuing to use the same
products as they grow up



Lip care market

92. •One of the key factors contributing to the market growth of lip care segment is the growing demand for natural
and organic lip care products; Vasocare product line is all about herbal products made of Aloe Vera, Tulsi, etc; If
promoted properly, they have a huge opportunity to increase their market share in another 2-3 years

•Their social media as well as digital media is very poor; They need to work on this as their competitors are
performing pretty well in these respective platforms

•Their ad content is not that great unlike Nivea and Vaseline

•They should organize contests(On ground and online both) to create a hype in the market

•The look of the products is also not very attractive in comparison to Maybelline and Nivea; Being a herbal
product they don’t have much option though but still product innovation might lead to increase in sales







VASOCARE

93. Why Digital Media
Why should Vasocare make use of the digital sphere?

94. Why Digital Media
To round it off, we would like you to check out some facts and figures to reinforce the fact
that it is indeed, a digital world.

India is not far behind when you consider the internet penetration throughout the world.
Our audience have changed, they are more exposed and are not afraid of experimentation.

We think it’s time to take the game up a notch.

95. Why Digital Media
India has the third largest internet population after China and United States


It is projected to be the second largest by 2015, with 330-370 million users
Source - http://www.slideshare.net/mitraarnab1/india-on-internet-2014

96. Why Digital Media
Indian digital sector is on the rise, with 31% growth as opposed to other media

Digital Ad Growth Table –

Ad revenues in India, by media -
2013 2014 2015 2016 CAGR
Print 172 193 215 241 11.5%
TV 148 170 197 230 14.7%
Out-Of-Home 22 24 26 29 10.0%
Digital 26 34 44 57 29.9%
Radio 16 20 24 30 20.7%
Total 384 440 506 586 14.3%
Source - http://www.slideshare.net/mitraarnab1/india-on-internet-2014

97. Why Digital Media
Digital Spend In Various Categories –


In 2013, majority of the ad spends went to -
Search Display Social Media
38%
29%
13%
Source - http://www.slideshare.net/mitraarnab1/india-on-internet-2014

98. Why Digital Media

•73.9 million Indians surfed the web via home or work computer

Demographic –

•75% of Indian online population is under the age of 35 years

Online activity time spent –
Services Social
Networking
Entertainment Retail
News
information
All others
23%
25%
– 11%
3% 3%
35%
Source - http://www.slideshare.net/mitraarnab1/india-on-internet-2014

99. Why Digital Media
Mobiles and Tablets usage in India













•Of the total 110 million mobile internet users –

Mobile
Smartphone
Multimedia Phones
Tablets
81%
10%
9%
3%
85 million
urban
25 million
rural
Source - http://www.slideshare.net/mitraarnab1/india-on-internet-2014

100. Why Digital Media
Mobile Internet Consumption Behavior –

•57% Indian smartphone users are most likely to download video clips

•Smartphone owners in India are the least likely to be annoyed with mobile ads
Source - http://www.slideshare.net/mitraarnab1/india-on-internet-2014

101. Why Digital Media
Optimization of the multi screen -



marketers and media sellers rate integrated multi-screen campaigns as very important



marketers expect multi screen campaigns to be very important



Multi media spend is projected to increase by by 2016
48%
88%
30%
Source - http://www.slideshare.net/mitraarnab1/india-on-internet-2014

102. http://www.companiesandmarkets.com/Market/Consumer-Goods/Market-Research/Global-Lip-
Care-Products-Market-2012-2016/RPT1161846

http://www.companiesandmarkets.com/Market/Consumer-Goods/Market-Research/Global-Lip-
Care-Products-Market-2012-2016/RPT1161846

http://www.technavio.com/pressrelease/technavio-announces-publication-its-research-report-
global-lip-care-products-market

http://www.slideshare.net/rasharo/cosmetics-buying-behaviour-in-india

http://timesofindia.indiatimes.com/business/india-business/Nivea-Fogg-pip-HUL-in-lip-balms-
deos/articleshow/30308835.cms

file:///C:/Users/HCL/Desktop/WEBSITE/Unilever%20attempts%20to%20see%20off%20skin%20care
%20competition%20with%20Vaseline%20revamp.htm




SOURCE

103. SOURCE

file:///C:/Users/HCL/Desktop/WEBSITE/Beauty%20and%20Personal%20Care%20in%20India.htm

file:///C:/Users/HCL/Desktop/WEBSITE/Social%20Media%20Strategy%20Review%20%20Vaseline
%20India%20by%[email protected]

file:///C:/Users/HCL/Desktop/WEBSITE/Demand%20for%20organic%20and%20natural%20lip%20c
are%20products%20on%20rise.htm

file:///C:/Users/HCL/Desktop/WEBSITE/Emami%20adds%20new%20products%20to%20winter%20
care%20range%20%20%20Business%20Line.htm

file:///C:/Users/HCL/Desktop/WEBSITE/Lip%20Care%20Market.htm

file:///C:/Users/HCL/Desktop/WEBSITE/MEDIAVATAAR%20-
%20Bipasha%20Basu%20to%20endorse%20the%20new%20Vasocare%20lip%20moisturizer.htm

file:///C:/Users/HCL/Desktop/WEBSITE/TechNavio%20Announces%20the%20Publication%20of%2
0its%20Research%20Report%20-%20Global%20Lip%20Care%20Products%20Market%202012 -
2016%20%20%20www.technavio.com.htm