Pears SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 11714
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SWOT Analysis of Pears with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

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

Strengths

1. Pears is the world’s 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

Weaknesses

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

Opportunities

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

Competition

Competitors

1. Doy Care Aloe vera
2. Savlon Soap
3. Dettol



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