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PEARS SOAP BY VEERAMANI.S 1091059

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.

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 Johnsons baby soap range.

Johnson Dettol

& Johnson

Medimix Lux Hamam Breeze

SEGMENTATION TARGETING POSITIONING

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

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.

They

initially positioned themselves as a transparent soap.

PRODUCT PRICE PLACE PROMOTION

Pears has three variants which are Pears Amber Pears Pears

Oil Control

Germ Shield. Amber is the largest selling variant

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. The

OIL

CLEAR. GREM SHIELD. PURE&GENTLE

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 babys skin smooth and supple.

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.

PEARS AMBER/PEARS I PEARS ROL/ ERMSHIEL Rs 34 125 M

PEARS AMBER

75 GM Rs 25

PEARS AMBER

45 GM

Rs 16

Advertising News

media Banners/posters

Price

offs: 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.

Intensive distribution: The soap is made available at all the retail shops.

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.

THE STRENGTHS brands natural way of attaining cleanliness is seen as strong and adds on trustworthiness. Brands comes from a reputable(old) company The

Not perceived as an everyday soap due to: Harsh on skin make skin dry Does not make satisfying lather No awareness of variants

Has

great opportunities to penetrate in to kids segment and increase marketshare

THE THREATSOther 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 ANALYSIS COMPETITORS Johnson & Johnson Dettol Medimix Lux Hamam Breeze

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 Whole

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

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

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