Pears SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 19330

SWOT Analysis of Pears with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company






Tagline/ Slogan

Pure and Gentle


It keeps your skin soft and smiling with innocence

Pears STP


Personal Care – Premium Soap in three variants

Target Group

Premium Market Soap


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

Pears SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Pears. Strengths are:

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


Here are the weaknesses of Pears :

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


Following are the Opportunities of Pears :

1. Remains a niche player in the soap market
2. Pears need to work on liquid soap versions to tap market


The threats of Pears are as mentioned :

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

Pears Competition


Below are the 3 main Pears competitors :

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

The brandguide table above concludes the Pears SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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