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VEERA

Pears soap is a brand owned by Hindustan Unilever Limited (HUL) that has been in existence since 1789. It holds a 4% market share in the soap category in India, which is a dominant segment for HUL. Pears targets households looking for a soap that provides complete protection from germs. It faces competition from other brands like Dettol and Lux. While Pears' brand image is its strength, it is seen as harsh on skin and lacking daily usage benefits, representing weaknesses. Opportunities exist in the kids segment. Changing competitor positioning threatens Pears' differentiated value proposition.

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Veera Mani S
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1K views28 pages

VEERA

Pears soap is a brand owned by Hindustan Unilever Limited (HUL) that has been in existence since 1789. It holds a 4% market share in the soap category in India, which is a dominant segment for HUL. Pears targets households looking for a soap that provides complete protection from germs. It faces competition from other brands like Dettol and Lux. While Pears' brand image is its strength, it is seen as harsh on skin and lacking daily usage benefits, representing weaknesses. Opportunities exist in the kids segment. Changing competitor positioning threatens Pears' differentiated value proposition.

Uploaded by

Veera Mani S
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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MARKETING ANALYSIS

Of

PEARS SOAP
BY
VEERAMANI.S
1091059
INTRODUCTION
 Pears transparent soap is a brand of soap first
production and sold in 1789 by Andrew pears at a
factory just off Oxford street in London,England.
 It was the worlds first transparent soap.It was
taken over by HLL.
 According to Unilever records,pears soap was the
worlds first registered brand and is therefore the
world oldest continuously existing brand.
MARKET ANALYSIS
 In the term of value pears occupies a market
share of 4%.
 It is one of the important brand of HLL which
occupies around 63% of the total soap industry.
 Pears occupies more than 50% share in the
mild soap segment for kids with its closest
competitor being Johnson and Johnson’s baby
soap range.
COMPETITORS

 Johnson & Johnson


 Dettol
 Medimix
 Lux
 Hamam
 Breeze
SEGMENTATION
TARGETING
POSITIONING
SEGMENTATION
GEOGRAPHIC LOCATION
 All urban
 suburban
 small town

DEMOGRAPHICS

 GENDER- For Male they have pears pure and gentle


soap

 For female mainly mothers they have pears germ shield

 AGE - 18years to 45 years


TARGETING
TARGET MARKET

 The target market for pears soap is all


households who can afford buying soap and
who to fulfill an everyday that provides them
and family with a 100% complete protection
from all germs dirt and cleanliness.
POSITIONING

 They initially positioned themselves as a


transparent soap.
MARKETING MIX
 PRODUCT

 PRICE

 PLACE

 PROMOTION
PRODUCT
Pears has three variants which are
 Pears Amber

 Pears Oil Control

 Pears Germ Shield. Amber is the largest selling


variant
PRODUCT VARIANTS
 The pure and gentle skin cleansing range from
Pears
 Pears Pure & Gentle soap (Amber) with natural
oils which are ideal to care for dry skin
 Pears Oil Control (Green) with lemon flower
extracts to gently clean excess oil on skin
while retaining essential oils
 Pears Germ Shield (Blue) with mint extracts to
gently protect skin from germs.
PEARS PRODUCTS PORTFOLIO
 OIL CLEAR. GREM SHIELD.

PURE&GENTLE
PEARS HAND WASH&FACE WASH
PEARS BABY PRODUCT RANGE
 Pears baby soap -The leading baby soap in the country, is
specially formulated with mild moisturizers and milk protein
to gently cleanse, moisturize and nourish the babiest of skin..
 Pears baby cream- Enriched with milk protein and it also
contains mild moisturizers which help to keep the skin as soft
smooth and healthy .

 Pears baby shampoo- Gentle and cleans baby soft hair and
offers added nourishment from vitamins.
 Pears baby oil- Specially formulated with lanolin which
helps to keep baby’s skin smooth and supple.
PRICING STRATEGY
 Skimming pricing- At the initial stage they
fixed high price for the product to create a
brand image in the minds of the people,later
that reduced the price.
PRICE
PEARS AMBER/PEARS Rs 34

OILCONTROL/ 125 GM

PEARS GERMSHIELD

PEARS AMBER 75 GM
Rs 25

PEARS AMBER 45 GM Rs 16
PROMOTION
 Advertising
 News media
 Banners/posters
SALES PROMOTION
 Price off’s: They reduced the price of the
product to attract the customers
 Price packs: They gave 3 soaps bundles with
the less price in the same pack.
TYPE OF DISTRIBUTION
Intensive distribution:
 The soap is made available at all the retail
shops.
PLACE
Distribution Channels
 Manufacturing takes place in over 40 factories

across India and the associated operations


involve over 2,000 suppliers and associates.
 HULs distribution network comprises about

4,000 re-distribution stockists, covering 6.3


million retail outlets reaching the entire urban
population, and about 250 million rural
consumers.
SWOT ANALYSIS
THE STRENGTHS

 The brands natural way of attaining cleanliness


is seen as strong and adds on trustworthiness.
 Brands comes from a reputable(old) company
THE WEAKNESSES
Not perceived as an everyday soap due to:
 Harsh on skin make skin dry
 Does not make satisfying lather
 No awareness of variants
THE OPPORTUNITY
 Has great opportunities to penetrate in to kids
segment and increase marketshare

THE THREATS
Other main players in the same category have
positioned their brands for everyday use
against dirt- pears soap positioning lacks that
desired everyday benefit and experience
MICRO AND MACRO ANALYSIS
MICRO ANALYSIS
COMPETITORS
 Johnson & Johnson
 Dettol
 Medimix
 Lux
 Hamam
 Breeze
INTERMEDIARIES
 Whole sellers
 Retailer

MACRO ANALYSIS
POLITICAL FACTOR
 The political system in india is undergoing vast

change the benefits given to pears like sales tax


concessions and other incentives help
encourage them to poem their shops in various
states
SOCIAL FACTOR
 The social factor is very important in the
shops market .with the rising education and
disposable income ,the need for hygiene and
personal skin care becomes important
 The growing reach of advertising Medias like
satellite and cable TV too is expected to given
a boost to the market penetration initiatives
COMPETITIVE
ENVIRONMENT
 The close competitors are hamam, medimix
&breeze.ITC Ltd. has launched a new brand by
the name of Fiama Di Wills to compete with
Pears
THANK YOU

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