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Project On Marketing Plan for Unilever Philippines


Vaseline Shampoo was launched in 2000. It was a successful campaign. It quickly became the second biggest shampoo after the long-standing leader Sunsilk who has the highest share and is the leading brand of shampoo. It was the first brand to introduce the innovative double-chamber shampoo sachet that offered hassle-free for the entire family. The family has been at the core of Vaseline’s identity. It is the only shampoo that makes the hair glowing, and healthy and promotes togetherness and intimacy within the family through its brand principles and values. Vaseline makes the hair fit and healthy hair is the first step to making hair smell good and look good. of this project profile. vii) The provision made in the other respects viz; raw materials, personnel, utilities and other expenses are on the basis of the standard operations and average output and costs indicated against each are approximate based on the local market conditions and observations.

In 2008 they launched its BIGATIN sachet, and they also chose Maricel Soriano as a spokesperson for the brand’s commitment to health and family. They took the lead in 2011 but they remained second to Sunsilk. It also had a record of being the largest single variant shampoo in the Philippines reaching 17% market shares less than a year from its launch in 2000. New Vaseline Dandruff Care was launched in July 2006, as the only shampoo that has Milk Proteins and Germ-Fighting Formula that kill germs in the hair and scalp that cause dandruff. Hair loses proteins and needs to be replenished to keep it healthy. They also launched 4 types of Vaseline shampoo namely: Vaseline Healthy Glow Shampoo with Active Aloe-Wheat Proteins, Vaseline Healthy Glow Shampoo with Amino Collagen Plus, Vaseline Healthy Glow Shampoo with Germ-Fighting Formula, and Vaseline Healthy Glow Shampoo with Photo-Lipid Plus. This launch took corporate market leadership from P&G in the hair category in 2001.

Background Of The Study

Vaseline Shampoo is the only shampoo brand in the Philippine hair care market that offers Amino Collagen Plus and has been a leading innovator in the Philippine Hair Care market. Parallel to other Vaseline skin care products such as the face, hand and body lotion, Vaseline shampoo was also introduced in the Philippine market. The Vaseline shampoo is manufactured by Unilever.

Shampoo is a hair care product used for the removal of oils, dirt, skin particles, dandruff, environmental pollutants and other contaminant particles that gradually build up in hair. The goal is to remove the unwanted build-up without stripping out so much sebum as to make hair unmanageable.


Title – A Marketing Plan for Unilever Philippines

Author – Cristobal, Mery ann Cabiya-an, Catherine Duallo Nieto, Joanna Emmerence Gacayan, John Myco

College – De La Salle University Dasmarinas 

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