Pears Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Pears through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Pears Product Strategy:
Pears is one of the most well renowned skin care brands. The following offerings are present in its marketing mix product portfolio:
Pears Hand wash, body wash, shower gel, facial cleanser and transparent soap. The handwash comes in 3 variants, those are Amber, Tea tree oil and Lemon flower. Pears soaps are currently produced in 3 colours: the classic Amber, the green, and the Mint or blue colour. All the variants have a specific aroma of their own. The soaps are produced in two varieties, i.e. 69 g and 119 g. The main features of Pears soaps are the sense of softness that is being produced by retaining glycerine. Often its transparency or translucency is considered as its sign of purity. The soap is also known for its soothing fragrances. Understanding its customer preferences, Pears diversified its product line, but the main focus has always remained on products which are perfect for delicate and sensitive skins.
Image: Wikimedia
This concludes the product strategy in Pears marketing mix & strategy.
Pears Price/Pricing Strategy:
Below is the pricing strategy in Pears marketing mix strategy:
Pears from the start has adopted the same strategy and that is keeping itself as a mid-range priced product. Seeing that its users are mostly of middle class or higher middle class background.
The Pears brand being one of the well perceived brand for smooth skins, is therefore being advised by many skin experts. This in turn helps them to get sold easily with the price set by them.
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Pears Place & Distribution Strategy:
Following is the distribution strategy in the Pears marketing mix:
Pears started its production from the factory at London, United Kingdom. From there it was relocated to Isleworth and then Port Sunlight after that. It has its products sold in over 210 countries. In India, this soap has been introduced since 1902. Till now it has established itself as a popular brand. Being under the flagship of HUL, Pears uses its networks and distribution up to full potential reaching to every corner if the country.
Looking upon India customers who belong to a wide range of economic classes, it has its products well placed in Supermarkets, convenience stores as well as at local retailers and grocery shops.
Pears Promotion & Advertising Strategy:
The promotional and advertising strategy in the Pears marketing mix is as follows:
Pears use multiple channels to promote the brand. Looking upon the first marketing campaign by Pears, it bought copyrights to advertise using the statue named 'you dirty boy!'. Others include famous painter John Everett's Painting named Bubbles. It also conducted many beauty pageant competitions like Miss Pears. Talking about today's world, Pears has reached its customers mainly through Television. Its ads have always focused on showing its importance for gentle skin. For the Indian markets, they had brought popular actress Shweta Tiwari for the ad. Pure and Gentle became the slogan for the soap. Other promotional strategies such as discount and a free soap upon buy of three are made to attract customers. It also uses social media platforms such as Facebook, twitter and YouTube. Hence this concludes the marketing mix of Pears.
About Pears:
Pears soaps also known as pears transparent soaps first came into market in 1807. They were made and sold by Andrew Pears at a factory near Oxford street in London. Upon release, it had its own tag that is being the first mass produced translucent soap. In 1917, the company was acquired by Lever Brothers, which later renamed itself Unilever.
Their Products under the name of Pears are sold in South Asia like India and Srilanka, and parts of Africa like Nigeria. In India, it is made by Hindustan Unilever.
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