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The Root of the Brand

Pears keeps your skin Innocent

Till the 50s

Matchless for the

Complexion

In the 90s Pears

mein Kuchh Nahin.

In the 70s and 80s

Some Complexions

never grow up

Way Forward

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Gentle Care Oil Control Germ

Control

Innocent Skin Oil-Clear Skin Germ Free Skin

Gentleness of

Glycerine + NaturalOils

Gentleness of

Glycerine +Lemon Flower

Extracts

Gentleness of

Glycerine + MintExtracts

benefit

rtb

platform

variant

Brand BenefitKeeps Skin in its Pristine, Innocent State

Pure and Gentle

Oil Clear Germshield

Pure and Gentle GermshieldOil Clear

Product

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Contemporary, Premium, Minimalist Packaging

Packaging

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Pricing

Priced at 200 Index to market average always

Competition pricing

Discount soaps (Lifebuouy, Godrej No. 1, Nirma)

75-85 Index

Lux 100 Index

Santoor 100 Index

Dettol 150 Index

Dove 270 Index

Nivea 200 Index

Palmolive 150 Index

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Competitive Brands

Dove :

Not a soap .. 1/4th moisturising cream

Lux International

The right care for your skin Palmolive Extra Care

Soft skin that you can feel

Camay International

For soft, smooth skin

Nivea

Creamy care for soft skin

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Pears 10 years performance

Steady upward growth seen on brand

While it is a seasonal brand with heavy upward swings in winter,

introducing variants have helped retain brand shares even in summer

2

2.42.6

2.9

3.43.6 3.5

3.94.0

3.84.0

1

2

3

4

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009Oct YTD 2010

Pears:MSVAL

4.8

in

2011

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Penetration trendAfter peaking with Masoom film,penetration of Pears has not grown

3.8

0.9

1.4 1.4

1.00.9

1.51.3

0.8 0.7

4.3

3.8

3.33.2

4.0

4.9

5.5

4.04.2

4.84.9

3.7

3.33.33.5

3.7

2.9

0.140.130.13 0.09 0.05 0.06 0.08 0.06 0.06

0

2

4

6

Q3'08 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10 Q2'10 Q3'10

HH(%)

Pears Pears Minis Pears Singles Pears MLPs

Decline has slowed down after significant drops in previous 2 quarters, howeverusership levels lower than YA

Similar trends seen for Singles and Minis; MLPs maintain penetration on a lowbase

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2011 onwards

New campaign being planned to grow Pears further

Issues & Opportunities for Pears

Grow penetration with new proposition to try appealing to

new consumers Keep growing through SOR growth among existing users

New Campaign

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Wear the Brand Managers Cap

Look at the campaign in entirety & propose an IBC

plan for the new Pears campaign

Make a plan that convinces your Category head to

release extra budgets for your campaign TV advertising for next 40cr

You want to ask for extra money on top of this to grow the

brand

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Campaign Summary

Objective New users or SOR?

Campaign Idea: [ ]

Target group for the campaign

Channels to use

Executions:

1. _____________

2. _____________

3. _____________4. _____________

Budgeting for activity

Rationale for the budgeting

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Execution

What is the idea?

What is the scale?

Will my idea reach

enough people to make a

difference to brand

growth and sales?

What is the business case ?

What is the cost, what is the

potential return?

What is the evidence, it

will work?What are the risks?

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Thats it!

A few tips

Remember to nurture ideas

Be business minded, yet creative

Make sure you have explored every P to see if you aredoing enough

Create scalable plans