How Can Vaseline Improve Its Financial Performance?

The CEO of Vaseline, the world's most famous -- and most expensive -- brand of petroleum jelly, wants to improve its financial performance (i.e. revenue and profits) for its shareholders next year. Vaseline already enjoys 85% market share. (The other 15% is shared among generic store brands that are sold at about a 25% discount.) The Vaseline CEO approaches the company's marketing team during its October planning period for the coming year. She explains that the Board of Directors and Shareholders are demanding a one-year spike in the Vaseline profit margin, which is normally 2%. She needs your team to achieve a 7% profit margin next year, which is a 350% one-time spike in profits. What do you tell the CMO about how to improve Vaseline's financial performance next year?