Advertising Strategy and Planning for Pears Campaign by Unilever

This report discusses the advertising strategy and planning for the Pears campaign by Unilever. The report covers the analysis of the current situation, proposed advertising objectives, and strategies involved in the campaign. The campaign aims to promote natural beauty and encourage women and girls to feel confident in their own skin. The message will be conveyed through emotional and inspirational messages, highlighting the benefits of using Pears products for gentle and soft skin. The campaign will use various channels such as social media, print, and digital media to reach the target audience of middle and upper-middle-class women and girls.

Advertising strategy
and planning

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
About campaign..........................................................................................................................1
Advertising strategy....................................................................................................................2
Analysis of current situation/environment..................................................................................3
Proposed advertising Objectives.................................................................................................5
Advertising strategies..................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The planing of advertising helps in defining creative and media tactics, budgets,
schedule and other elements of the strategy. The advertising strategy plan helps in reaching and
persuading customers in order to buy product or service. The plan comprises of several elements
of customer characteristics, product advantages, alternative routes to make customer inform
regarding the product etc. in order to reach to the target audience there is need of effective
advertising planning which outlines the strategies so hat goals can be attain along with outlines
channels, messages and needed budget (Armstrong, and et.al., 2019). It act as promotional
strategy which offers direction to the business organisation in order to boost sales through market
visibility. In several forms the advertisement is done by taking use of email, print and digital
media. In report campaign is created on Pears which is brand of Unilever, UK dealing in soap
and face wash. It is an British brand established in 1807 by Andrew Pears. The Unilever is
British multinational consumer goods which has dealing in food, beauty products, personal
care,k cleaning agents and many more headquarter in London UK. The report will cover
portfolio in which analysis of current environment, proposed advertising objectives and
strategies are involved.
MAIN BODY
About campaign
The pears is a premium brand with its target customers that started the campaign of
“Show us real beauty” for changing the customer perception and attitudes. In section of society
it will target to middle and upper-middle class. The pears come in form of soap and face wash
which is recommended by doctors to use as this keep the skin soft and gentle. The customer
attitude can be changed. To show its humanity the pears set out the campaign to make feel girls
beautiful naturally. The campaign can be successful as it has managed the emotions of consumer
and positive brand is created (Barton, A., 2019). This campaign is based on the strong messages
which offers women and girls with opportunity to make their own choices about in what way
they wish to approach beauty. This campaign has positive contribution in society by bringing
attention to issues regarding body image and discrimination against women. The purpose of this
advertising campaign is to upgrade perceptions of people within target market of women and
girls. To advertise this campaign several platforms can be used as Facebook, Instagram,
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LinkedIn, Twitter and many more. This campaign puts an significant impact on the brand
perceptions and encourages women to be beautiful on their own terms.
Advertising strategy
Advertising is means of communication with the users regrading product or services.
This helps in influencing the people as it is promotional activity which aims in selling of product
or services to target audiences. The advertising strategy is an action plan which is designed for
increasing the sale of certain products or services by attracting new customers along with
inviting existing ones to make multiple purchases. This an part of brand marketing plan which is
aligned with the objectives of companies (Bilby, and et.al., 2020). To make customer enable to
choose the product over competitors it is required by the company to reach customers in correct
way and creating awareness regarding product for which there is need of advertising strategy.
Thorough advertisement it is an method for promoting the product or service. The strategy helps
in providing maximum return on investment. There are several types of advertising strategy
which a brand can use by having unique situation, identity and objectives which are as follows-
 Content advertising strategy- This seeks to have direct influence on consumers through
different channels with direct and clear messages which aims in reaching to several
people. This consider the informative, comparative and emotional advertising. In this
content is developed for the promotion through paid advertising channels which involves
pay-per-click, paid social and sponsored placement (Bolger, and Doyon, 2019).
 Pull advertising strategy- This strategy is used where brands are already well known
and in market well positioned. In the middle and upper-middle class consumer mind this
strategy aims in to keep brand along with focuses on brand identification and long-term
loyalty. It is a marketing tactic in which some conditions are put in place to ensure that
customer looks for the company brand that means pulling customer into making
purchases.
 Push advertising strategy- For the new product or service this strategy is suitable which
seeks to create something known between the consumer in order to positioning well and
generating of high sales. The company in this take use of different channels from
traditional to social media. The brand is bring in front of the audience . To large group of
people promotional material is presented (Farrell, and et.al., 2022).
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The creative portfolio is been developed which involves several elements which are as
follows-
Analysis of current situation/environment
The situation or environmental analysis of advertising provides an company overview in
comparison with other organisation in marketplace. This analysis is created before an advertising
campaign which helps in providing clear picture of consumer perception to both company and
competitors. The Pears brand is taken which is product of Unilever marketing in UK, India,
Nigeria etc. The pears uses the push advertising strategy as its ads has focus on showing the
importance for gentle skin. It has tag line with Pure and Gentle for its soaps. To promote the
brand it take use of several channels of advertising strategy such as email marketing, search
engine options, social ads, discounts and promotions etc. The soap and face wash are advertised
by making the packaging attractive (Goetz, and et.al., 2020). The soap and face wash are
provided in different kinds according to the skin types such as dry, normal, sensitive etc. The use
of products keeps the skin young and moisturised by making is soften and glowing, containing
pure Glycerine, cleans the body etc. The variants in pears soap are pears pure and gentle bar
soap, pears soft and and fresh body wash, pears natural pomegranate brightening bathing bar etc.
The environmental analysis helps in identifying the internal and external elements which
puts affects on the organisation performance. It takes into consideration of PESTEL analysis
which helps in understanding the market dynamics and business performance is improved. It
involves the several factors which are as follows-
 Political factor- The company Unilever has vast product portfolio which has the working
in several divisions involving beauty & personal care home care, water purifier and more.
The company is required to abide by the regulations which are set by Food and drug
administration. The company was affected wit the political rift between the British and
European union. The pears brand is prominent household product from Unilever. In order
to make any product successful run in market there is need to have stable political
environment along with government policies needs to supportive to firm (Jokinen, and
et.al., 2019).
 Economic factor- The state of economy is of prime important for the Unilever which has
dealing in FMCG. The company provides the employment opportunities to the
unemployed people which help Unilever in reducing the costs. There can be high profits
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and revenues with more booming economy. The product pears can be affected with
exchange rates of several currency affecting the profit making capacity. The potential
growth is shown in market of pears with high GDP growth rate.
 Social factor- The Unilever launch products and market then in which appeals to social
demographics. In the beauty and care division there is huge scope. The company
produces premium products that requires better positioning and target segmentation in
this sector. There are several factors which puts an affect on the company such as change
in consumer perceptions and lifestyle, attitude change, cultural trends and many more.
The Pears has appeal to people to look beautiful along with appeal women to come out
from their routine and take step to have care for their own skin. The advertisement
focuses primarily on women. It a product of personal well-being that has main target
audience of upper middle class (Lu, and et.al., 2019).
 Technological Factor- The Unilever has to keep pace with technology in order to sustain
in market. There is increase of efficiency by having continuous improvements in
operating process and cost is decreased. Into R&D sufficient number of resources are put
so that there can be development of new product in order to have large market share to
target audience of upper middle class. The setup of automated operations helps Unilever
in time saving. The use of technological advancements helps in reducing overall product
cost, attracting more crowd and there is increase of profit.
 Environmental factor- The Unilever successfully -project itself as environmental
friendly and working towards sustainable goals that helps in enhancing of the image and
business. The company is having goal of achieving 100% plastic packaging for reusable.
It also reduces the carbon footprint of company and customers. The pears is a body soap
which has focus on female customers. While manufacturing the product the waste
product should not harm the environment and requires to comply with norms set by
environment department.
 Legal factor- The Unilever deals in the larger product portfolio with more than 400
brands which is required to follow rules and regulations to run business operations
smoothly. The customer are required to be informed about the legalities and process
which helps in creating trust in mind of consumer and therefore gains customer loyalty.
The product pears has own intellectual property right to protect and with law
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technological and product level development is protected (Moharrami, and Tahmasebi,
2019).
Proposed advertising Objectives
In marketing, advertising is one of the creative fields which carry out the communication
between the brand and customer. The companies take use of advertisement for introducing the
new product in market in order to attract audience of upper middle class women and girls
towards the product. The advertising has three objectives to inform, to persuade and to remind.
The advertising campaign are developed for accomplishing the particular set of objectives which
involves the brand establishment, raising of brand awareness (Paley, N., 2021). In developing
advertise campaign it involves the procedure of research of market, knowing target audience,
setting budget, deciding proper them and selection of media, media scheduling at last executing
campaign. There are several objectives of advertising campaign which are as follows-
 Brand awareness- The advertisement is important for getting attention which is regraded
as awareness creation. The attention of people is capture and made aware them regarding
the products and its features in market in order to target audience of upper middle class.
 Acquiring customers- The objective of advertising campaigns is to acquire more
customers which can be happen by passing strong messages to potential customers. In
context to pears campaign it will establish plan and strategies so to make customer
switches brands.
 Brand building- Through advertising there is development of brand value as there is
regular advertisement and quality products are delivered which fulfils promises. The
pears can build its brand with other aspects by advertising through above the line and
below the line campaigns. On regular basis the company Unilever inverts funds for
developing good brand value for parent brand.
 Increasing sales- It is also considered as prime objective to increase the sales of
advertising through campaigns. The sales of the product increases automatically
according to seasonal (Sunder, and et.al., 2019).
Advertising strategies
For the organisation the advertising strategies are important to drive business growth.
This refers a blue print which helps in selling of product to customers. The company take use of
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several advertising strategies and having own unique strategy plan. It involves several elements
which are as follows-
Target audience
The target audience defines to group of people which helps in identifying customers of
business and tries to reach with advertising efforts directly. The products of Unilever are targeted
to each customer in market which ranges from women and girls. This involves the STP which is
strategic approach which helps in delivering relevant messages for appealing audiences. The
segmentation helps in identifying the niche markets with particular needs, new customers and
focuses on offering effective marketing messages (Tirado Ballesteros, and Hernández, 2019).
The segmentation can be done on basis of demographics, psychograpics, lifestyle, Geography,
behaviour etc. In targeting each segment is targeted for evaluating the potential and commercial
attractiveness of each segment. The pears is a target group of premium market soap which has
target customer of middle and upper-middle class section of society. The last is product
positioning which is defined through unique selling proposition. The pears has USP of keeping
skin soft and smiling with innocence. It position is products being trusted for being gentle along
with be recommended by doctors and paediatricians worldwide. The targeting to women and
girls is to make them feel beautiful and motivating them to be confident. The goal was to raise
self esteem and encouraging then to push for their dreams.
Product/brand positioning statement
The positioning statement of company defines what exactly the company do, for whom
and what it makes different from others. The unique niche is created for the brand in consumers
minds. The company positioning statement defines the USP of particular target market which is a
value proposition. This statement starts by identification what to offer and to whom. The
company take use of advance technology to position its product and itself in market by having
focus on advertising for establishing consistent messages. The pears focuses on transparency and
position as “pure and gentle” soap. It is consistent about its positioning strategy which is built on
wonderful relationship between mother and child. It has main target audience of upper middle
class of women and girls.
Message strategy
This involves an creative strategy in order to achieve the message objectives. In
advertising company take use of variety approaches such as humour, drama, catchy slogans etc.
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The common message objective is promoting brand recall whereas slogans and rhyming are
techniques to achieve recall. The effective messaging strategy helps in positioning the brand for
scalability. The message strategy aims to communicate the brand to the target market in a
creative and persuasive manner. Rational and emotional appeals are combined in the message
strategy, as consumers base their decisions on both rational and emotional motives. The different
message strategies are as follows emotional which make the people feel emotional in connection
to brand as this uses feelings to sell. USP which helps in highlighting something unique
regarding the product and differentiated product (Weinberger, and Gulas, 2019). The generic is
messaging strategy which uses non-descriptive languages in messaging and focus on selling
category rather than specific brand. It has main target audience of upper middle class of women
and girls The brand image is message strategy which is used for creating Psychological
connection with the product. This strategy helps in creating personality for the brand and not
specifically sells product. The message strategy helps in ensuring that communication with target
audience is consistent. The Ads of pears has focused on showing the importance for gentle skin
and making fell women confident in the skin they are in.
Media strategy
This defines to plan of action which help business in reaching to its target audience and to
improve overall customer conversion rate. The conversion rate defines percentage of people
which takes desire action after engaging with the websites or other forms of media which makes
to call action. The business take use of several forms of media for advertising or marketing the
product of company. The media strategy implements the use of particular media for attaining the
advertising and marketing goals. It has main target audience of upper middle class. It is used in
advertising campaigns for increasing the brand awareness and interest in the product or services
of company. There are several types of media strategy which is used by the organisation which
are as follows-
 Media concentration strategy- This approach has mainly focus on selecting few types
of media in order to reach target audience. This narrow down the types of media used
based on specific target audience trends. It is beneficial for the company who wants to
attract particular audience rather than specific customer base.
 Media dispersion strategy- This is an approach which take use of large variety of media
types in order to reach at broad audience. The company using this approach places
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advertisement in several different media categories such as radio, social media, television
and search engines etc. This will help in reaching to mass audience.
 Earned media strategy- It defines to marketing and adverting approach which helps in
gaining the media or publicity. It is regarded as best type of media strategy which do not
requires payment or consideration and generated by third party. It helps in increasing
trust in company through brand promotion or by others. It involves blog posts, customer
testimonial and reviews, social media posts, newspaper etc.
 Paid media strategy- A paid media strategy refers to a media approach in which the
company promotes its content, services or goods through paid advertisements. These paid
ads can be placed on various platforms, including social media, TV and radio.
Budget and costed media plan
In order to create effective campaign the planning of media budget is crucial step which
helps in ensuring that media is placed with align objectives of business and ensuring marketing
activities are allocated in such way which creates the brand value. To make media budget for
company it involves several steps such as establishing strategic goals, allocation of budget,
planning timeline, establishing messaging and creative assets, getting budget approval and
planning of media at last taking evaluation.
Creative content
Creative content is a wide term that mention to the various types of media that
establishment use to communicate and encourage their products or services and the brand itself.
It helps in creating leads. There are several types of creative content which are as blogging,
visual content, ebook and guides, social media posts, webinars, podcasts, news letter etc. to have
creative content for the product there is need of photographer, graphic designer, video editor and
writer etc. for which there are creative agencies who em plays all this professionals.
CONCLUSION
From the above it can be concluded that to market the products of company and creat8ing
brand image it requires to develop effective campaign for which there is need of planning and
advertising, the company take use of several advertisement strategies in order to reach Large
target audience to influence then for product purchase by Channing their attitude and
perceptions. The use of advertising strategy offers an overview and wide direction of advertising
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campaign. The methods are set by the advertising strategies in order to meet advertising
objectives.
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REFERENCES
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