Pears

Parent Company

HUL

Category

FMCG

Sector

Personal Care Soap

Tagline/ Slogan

Pure and Gentle

USP

It keeps your skin soft and smiling with innocence

STP

Segment

Personal Care Premium Soap in three variants

Target Group

Premium Market Soap

Positioning

Pears is trusted for being gentle, and is recommended by doctors and

pediatricians worldwide
SWOT Analysis

Strength

1. Pears is the worlds first registered brand and it is in existence continuously

since then. Has a strong heritage of over 200 years
2. Comes in 3 variants Pure & Gentle, Germshield, Oil Clear
3. Pears is unique from other ordinary soaps in that the glycerin is retained in
the soap.
4. Transparency of the soap is shown as a sign of purity of the soap
5. Glycerin content is a sign of the gentleness in the soap

Weakness

1. Abandoned a new product formulation after customer complaints and

demands to re-instate the old product back.
2. Not a mass-market soap, targets a niche sector within the soap industry
3.High raw material costs for the soap leads to higher selling price

Opportunity

1. Remains a niche player in the soap market

2. Pears need to work on liquid soap versions to tap market

Threats

1. New competitors coming up in the market offering same values at reasona

price
2. Any changes to product formulation can lead to downfall in market share a
people oppose to buy the product
Competition

Competitors

1. Doy Care Aloe vera

2. Savlon Soap
3. Dettol

Pears transparent soap is a brand of soap first produced and sold in 1807[1] by Andrew Pears at
a factory just off Oxford Street inLondon, England. It was the world's first mass-market
transparent (actually translucent) soap. Under the stewardship of Thomas J. Barratt, A. & F.
Pears initiated a number of innovations in sales and marketing.

Historical overview[edit]

A box and bar of Pears soap (75g)

Pears' unique manufacturing process required the soap to be dried for up to thirteen weeks so
that the alcohol used in the process could evaporate and be re-used. The soap bars were laid
out on wooden trays in drying rooms known as "ovens" about the size of a domestic garage.
Bars were placed on trays with both sides open to the air. Ovens were graded in warmth from
around 70F (21C) to 100F (39C) and as drying proceeded trolleys loaded with trays were moved

to progressively warmer ovens.[10] In practice the soap often became opaque, and Unilever
explored a variety of options to prevent this, all of which would have added to the cost:

rotating the trays periodically so that those at the top were moved to the bottom;

adding large paddle wheels to circulate the air better;

completely re-duct the way in which the warm air entered the ovens to achieve the same
effect.