INTRODUCTION TO MARKETING
Fiama soap:
Introduction:
Fiama bar soap is the premium bathroom fragrant staple tasked at spoiling grooming
and beauty needs due to its revolutionary formulations and all-natural ingredients that
are employed. Constituting an entire line of moisturising, cleansing and refreshing
variants; Fiama in its true sense is for every skin type and is designed to give to
customers an experience that is absolutely sensorial and luxurious. Mid to high price,
the affordable skincare line combines the best of both worlds which will effectively
help consumers solve their skin problems. They even go a step further and ensure that
the brand is available across various kind of stores and particularly through a medium
provided online. Also, as much as Fiama is an individual product, it remains relevant
specifically and explicitly in the context of the beauty industry, adopting a way that
makes people to appreciate what it takes to take care of one's self, more specifically, in-
watching regards of the routines that people execute.
Product:
Fiama soap has remained quality, with a peculiar formulation to suit different skin
types. Natural extracts merged with advanced technology give different fragrances and
benefits, from moisturizing to refreshing exfoliation. The brand generally aims at
offering the comfort of bath time as an epitome of luxury, targeting consumers' desires
to get pleasure in self-care products that complement daily living.
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Price:
Fiama is a middle to premium-priced product in the soap market. The pricing strategy
also reflects the quality of ingredients and brand positioning that would make it
accessible to a wider audience, yet appealing to consumers who are willing to pay that
little bit extra for enhanced features and benefits. There are seasonal discounts and
promotional offers under the pricing strategy to allure price-sensitive customers.
Place:
Fiama soap is also distributed through several channels: supermarkets, pharmacies,
online platforms, and special stores. With this, the company is visible in-store through
its attractive packaging and methodology of display. E-commerce partnerships open
wider ways for Fiama to target more customers and meet the ever-growing demand for
online shopping, more so among its youthful clientele.
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Promotion:
Fiama combines advertising and influencer partnerships with social media marketing
to interact with its customers. Campaigns communicate the unique selling propositions
of the brand, emphasizing the feel and fragrance of the soap. The brand has also used
seasonal promotions, discounts, and contests to foster customer interaction and repeat
purchases that reinforce brand loyalty.
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INTRODUCTION TO MARKETING
Pears Soap:
Introduction:
• The Marketing mix of Pears analyses the 4Ps of Pears, including the Product,
Price, Place, and Promotions. Pears Soap is a subsidiary brand of its parent
company, Hindustan Unilever. It is a personal care product associated with the
FMCG sector. Pears is the first registered brand in continuous use since its
inception in the world market. It was introduced in 1807 by its founder, Andrew
Pears, and has maintained its popularity in the consumer market even after over
two hundred years. It faces stiff competition from several rival companies, and
some of its competitors are as follows-
• Doy care Aloe Vera
• Dettol
• Savlon
• Lux
• Dove
• Lifebuoy
About Pears:
• Type: Soap
• Industry: Soap manufacturing
• Founded: 1807
• Founders: Sir Andrew Pears
• Headquarters: Mumbai, India
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• Area served: Worldwide
• Current CEO: Mr. Sanjiv Mehta
• Number of employees: Over 21,000
• Major Products: Pears soap
Pears Product Strategy:
Pears is a special soap because it keeps glycerine in its formula, which helps make the
skin soft and gentle. It was the first transparent soap in the world, and its clear look was
seen as a sign of purity pears is recognized for its natural ingredients and pleasant, sweet
fragrance.
The soap was first introduced in a golden amber shade, but now it’s available in two
additional types: green, which helps reduce oil, and blue, designed to tackle germs. The
brand prides itself on offering top-tier products known for their gentleness, purity, and
moisturizing qualities, which have made it a favorite in skincare routines.
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Pears is famous for its transparent soap bars made with glycerin, known for being soft
on the skin. The amber bar is iconic for the brand.
• Pears provides gentle body washes that suit a variety of skin types.
• Pears offers face washes and cleansing bars specially formulated for delicate
facial skin, offering gentle cleansing without causing dryness.
• Pears hand washes are designed to be gentle, helping to prevent dryness even
with regular use.
• Pears creates invigorating shower gels that moisturize the skin while offering
a luxurious experience.
• Pears offers hypoallergenic, gentle products specifically made for babies, safe
for their delicate skin.
• Pears makes lotions and creams that keep the skin soft and well-moisturized.
From time to time, Pears releases limited-edition products featuring unique
fragrances or ingredients tailored for specific skincare needs.
Pears Place Strategy:
Pears began its manufacturing in London, later moving to Isle-worth and then Port
Sunlight.
Pears benefits from the strong distribution network of its parent company, HUL. Its
products are widely available through distributors, wholesalers, and retailers in
supermarkets, convenience stores, discount stores, and grocery shops, ensuring easy
accessibility and visibility everywhere. This wide reach is key to Pears’ market success
Pears is sold in supermarkets, drugstores, and department stores, making it easy.
to find on well-known online shopping websites. They’re also sold at pharmacies and
health stores because they are mild for the skin. The brand is available in many
countries, and in physical stores, their items are placed where shoppers can see them
easily.
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Pears Pricing Strategy:
Pears has been projected as a premium brand, with its target customers being middle
and upper-middle-class sections of society. It has been recommended by paediatricians
and doctors worldwide because it keeps skin soft and gentle. It is why the brand Pears
has adopted a mid-premium pricing and marketing strategy for its products. It has kept
prices affordable and reasonable for its target customers. Pears has also implemented a
promotional pricing policy and offers incentives at regular intervals to tone down its
prices. It has a two-fold effect, resulting in greater sales volume and, ultimately, more
significant revenues.
• Pears provides high-quality products at reasonable prices, making them an
excellent option for those watching their budgets.
• The pricing reflects the mild, skin-friendly qualities of their items rather than
just production costs.
• They often price their products at RS.499 to give the impression of greater
affordability. Pears also runs deals and discounts to attract new customers and
keep loyal ones. They offer a range of products at different prices to suit all
kinds of buyers, from budget-friendly to more premium options.
• Prices are adjusted depending on the economy and competition in different
countries.
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Pears Promotion Strategy:
As an iconic brand with a strong history, Pears has always valued the impact of
advertising. The first ad was an original painting in 1866 titled Bubbles by Sir
John Everett Millais. Famous actress Lillie Langtry was roped in to appear in
its ad campaigns. Since then, the company has utilized every available digital,
electronic, and print medium to launch its whole product line via ad campaigns
on popular television channels, radio, billboards, magazines, and newspapers.
Pears has created brand awareness via social media platforms like Twitter,
YouTube, and Facebook. Famous television actress Shweta Tiwari is associated
with the Pears brand in India. Pure and Gentle is the slogan of Pears, and it
describes the product fittingly. As part of its promotional activities, brand Pears’
marketing strategy has offered incentives like one free soap at the purchase of
three and discounted pricing
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INTRODUCTION TO MARKETING
Medimix Soap
Introduction:
Medimix is the second largest Ayurvedic soap brand in India, introduced in 1969.
• The brand name combines "Medicine" and "Mix" to reference its medicinal
properties.
• Medimix is unique for revealing all ingredient names on its packaging.
Product:
It contains extracts from 18 potent herbs and was initially positioned as a medicinal
soap prescribed by doctors for skin diseases.
• It offers soaps, hand washes and face wash.
• Its features are
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1) Effective for everyday skin problems
2) Provides freedom from pimples, skin infection and body odour.
3) It is an antiseptic soap
Place:
The soap is sold through medical shops, supermarkets, e-tailers and Ayurvedic clinics.
• It is also marketed by hotels, hospitals and industries at special price.
Price:
It is priced competitively in order to make it accessible to wide range of consumers
Manufacturing cost:
➢ Small soaps - Rs 3
➢ Medium soaps - Rs 6
➢ Large soaps - Rs 10
Market price:
➢ Small soaps - Rs 10
➢ Medium soaps - Rs 21
➢ Large soaps - Rs 33
Promotion:
It targets youth, children, older adults, and women of all ages, particularly those
interested in herbal skin remedies.
• Promotions include online, print, television, and direct mail advertising.
• It also focuses on sponsorship events and campaigns highlighting its benefits.
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INTRODUCTION TO MARKETING
Lux Soap
Introduction:
A brand launched by Unilever in year 1923, LUX has been the beauty secret of the
world’s most glamorous stars. Lux indulgent bath and body products are a fusion of
exceptional skin-perfecting formulas and the finest fragrances, to create a powerful and
transformative self-care ritual, helping women to find strength through beauty. Lux is a
global brand which has established itself as one of the popular brands in the category
of toiletries. Though this brand was launched as a laundry soap, Lux surely has come a
long way with its current product line dealing with beauty soaps. Lux is brand which
has primarily focused and connected with women across 100 countries around the
globe. In fact, Lux has emerged as a market leader in many countries like Pakistan,
Brazil, Thailand, India and South Africa. Lux has now become a generic brand for the
soap industry.
Product:
• Lux is one of the leading global personal care and skincare brand.
• Going by the tagline of Lux, it is promoted as a brand which provides products
that bring out the best of beauty in people.
• As the name signifies, Lux is considered to be an aspiring brand for the middle-
class segment. Though the major focus of Lux is on beauty soaps, it also deals
with shower gels, hair conditioners and other bathing products.
• Lux comes in various SKUs of size 40 gm, 90gm and 120gm with the options
of various colours and fragrances and has over 20 variants.
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Lux faces competition from various brands like Himalaya, Fiama, etc. in the beauty
segment and other brands like Lifebuoy, Medimix in other segments.
Price:
• Lux is a product which speaks to the middle class and target a large volume of
customers.
• Lux is highly economical and is positioned as an affordable Luxury soap for all.
The price of the soap ranges from Rs.5 to Rs.40 for different SKUs. Lux focuses
on being a cost leader and has adopted a competitive pricing mechanism in its
marketing mix so as to compete with other players and survive in the market.
• Further achieved by being a mass producer which has resulted in achieving
economies of scale.
• The first mover advantage that Lux had has resulted in it being a market leader
in 5 countries.
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Thus, the pricing strategy of Lux soaps and gels has enabled the brand to retain its
position as a market leader. The new products or variants also launched by Lux are
priced keeping in mind the consumer's purchasing power and hence the brand
always ensures its products are affordable.
Place & Distribution:
• Lux has a strong distribution network with over 1.3 million outlets just in India.
• Lux follows the traditional mechanism of distribution channel with distributor
who provides to the wholesaler who in turn supplies to the retailer. The retailer
then provides the product to customer. However, the distribution process is
handled by third party which works in tandem with Unilever. These suppliers
provide Lux products to retailers all over the country.
• There are around 71 manufacturing plants present all over the world and the
products are available in around 100 countries.
• Lux products are ubiquitous and occupy large shelf space.
• Lux are available everywhere: be it at the large retail stores or the small kirana
stores. With the increasing penetration of ecommerce, Lux products are widely
available online.
The extensive distribution network ensures that the reach of Lux products is as wide as
possible.
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Promotion & Advertising:
• Lux uses 360-degree marketing communication through TVCs, print media,
online ads etc. as a part of its complete marketing mix strategy.
• Lux is involved in huge marketing be it through televisions, radio or print media.
• One unique way of promotion was through cartoon ads and online games.
• Lux has used celebrities like Aishwarya Rai, Kareena Kapoor, Shahrukh Khan,
Audrey Hepburn for promotion and has positioned itself as a soap made and
used by celebrities.
• It has had numerous promotional offers which included meeting celebrities,
offering gold coins.
• Lux has also been involved in sponsoring various television shows like Dance
India Dance etc.
Lux brand keeps on coming up with new innovative marketing campaigns to keep
the audiences and consumers engaged. All in all, one of the biggest strengths of Lux
is the marketing it does for its products.
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CONCLUSION
➢ Product: Lux, fiama and pears focuses on beauty and personal care while Medimix
is an ayurvedic soap useful for skin problems.
So, if the consumer is looking for herbal solutions for their skin then Medimix is
best. If the consumer wants the soap that can moisturize then pears is best as its
main feature is it's glycerine formula. Accordingly, if the consumer wants beauty
soap then Lux and Fiama comes. Overall each of them has its unique features as
per different consumer needs and preferences.
➢ Price: Lux and Medimix are more budget conscious with lower price ranges while
Pears and Fiama are focused on higher income groups with premium quality soaps
Lux focuses on marketing concept, Medimix focuses on production concept, while
Pears focuses on product concept and Fiama focuses on selling concept
➢ Place: Lux, Fiama, and Pears are widely available in supermarkets, pharmacies, and
online platforms, making them easy to find for most consumers. Lux has the
broadest distribution, reaching both large retail stores and small local shops. Pears
has a strong presence in health and beauty stores, with a focus on pharmacies due
to its gentle formula.
Fiama targets younger customers and is visible in modern retail stores, online
platforms, and even hotels.
Medimix, on the other hand, focuses more on Ayurvedic clinics, medical shops, and
health stores, appealing to consumers looking for herbal solutions. Each brand's
availability reflects its target audience and consumer needs.
➢ Promotion: If we compare Lux and pears they are examples of close substitute for
each other but they are not identical products. This indicates a monopolistic market,
where there are many buyers and sellers of similar products. While if we see to
medimix soap it is more suitable as herbal product. If we compare all the 4-brands
soap mainly all the company promote it through online platform through electronic
mode as well as offline mode. While if we see to Fiama soap it provides a seasonal
promotion and discounts to its consumers.
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