CASE STUDYLIRIL

PRESENTED BY:

PIYUSH

DHIRAJ

MANISH

VINAY

VRISHKETU

There is no greater warmth than the

feeling of touch of your loved ones. It

is a gesture of real contact and

happiness. Therefore it is important

that we keep every part of our skin

fresh and clean because only fresh,

clean skin is touchable.

GENERAL

Few Competitors

Traditional Practices

Demand Chased Supply

Advertisement didn’t use as sophisticated

tool

Branding

Introduction of Psychological dimension

Freshness Pattern

“Come alive with Liril freshness”

FALLSOWN STORY OF LIRIL

Lost 35% of sales volume

Introduction of new brands

Switch of customers

Lack of innovation in concept & ideas

REMEDY BY LIRIL

Extension Mods

Introduction of New advertisement

Icy blue liril (Introduction of New Varrients)

EXPERTS VIEW

Confusion between the brand idea & its execution.

Replacement of first model ‘Karen Lunel’

Inability to come with right product line in case of Liril

Failed to progress with time

“All the Commercials are good to view but they fail to touch the heart”

BRAND COMMUNICATION

Potential Customer: Young Women

Background: Natural High energy Waterfall

Theme: Young, Vivacious, Attractive Girl having bath

Promised Benefit: Freshness Experience

Promise Support: Floating: Floating Juicy Slices of Lemon

Industry Analysis

Industry dominant economic traits Market Size

Rising input costs

Growth Drivers

Growing consumer demand

Rural India driving incremental growth

New Product launches

Segmental Shift

Competitive forces (Porter’s five forces analysis)

Threat of Intense Segment Rivalry

Threat of New Entrants

Threat of Substitutes

Threat of bargaining power of Buyers

Threat of bargaining power of Suppliers

Change drivers and their Impact

Value consciousness

Increasing aspirations

Evolving categories

Likely competitive moves

Forward Integration

Niche Offerings

Acquisitions of small brands by big players

Key Success Factors (KSF)

Distribution channel

Awareness

Product Innovation

Smart Advertising

Functional Strategy for Liril

SWOT Analysis for Liril

Strengths High brand awareness, Strong Brand Equity

A distinct market position through Freshness as differentiator for the soap

Vast distribution network of HUL

Good Research & Development capability of HUL

Weakness

Many brands in the category (Godrej, Nirma, ITC)

Premium Price of the Soap

Low Market Share & Low Market Penetration.

HUL’s own brands may cannibalize Liril (Breeze, Lux, Lifebouy)

Opportunity

Big untapped market especially Rural Areas

Freshness has not been explored much as USP

Usage of Soap as alternate to face wash

High Growth Potential

Export Opportunities to tap aspirations

Threats

Established brands like Godrej & Nirma

Competitors' growing portfolio

Launch of new products in premium

category

Preference for Popular category (VFM)

soaps

STP Analysis

Segmentation - We are adopting benefit-based segmentation approach here. The market is segmented as:

Benefit sought

Beauty Natural Moisturizing

Medicinal

Glycerin BasicCleansing

Example Lux Santoor, Margo,Medimix

Dove,Doy Care

Dettol,Savlon

Pears,Emami

Lifebuoy,Nirma

Targeting

Positioning

PLC Stage Growth Maturity Decline

Product The Lime variant should be re-launched with improvedfragrance. Icy Mint should bemore rich in cream content.

Shape of bar should beinnovated. Colours such aslight green, yellow, Pista etc. to be tried.

Only basic variants (Lime & Mint) to becontinued.

Price Price should be affordable. (Very recently, price of Liril was increased to `22/75gm)

75gm and 50gm SKU should be priced just belowCinthol. 100gm SKU may be priced a bit higher.

Price can be slashedoccasionally to make quick, seasonal sales.

4P Strategies (PLC based)

PLC Stage Growth Maturity Decline

Place Existing distribution channelwill suffice. Intensivedistribution.

Liril can be tied with: a) other soaps in HUL’s portfolio e.g. with Lux,b) other toiletries products such as deodorants.

Selective distribution, e.g. through select kirana shops, super markets etc.

Promotion Can be bundled with: a) Cosmetics products, e.g. Fair & Lovely, and b) feminine hygiene products, e.g. Stayfree.

Price discounts can be given (e.g. `2 less).Combo packs can be introduced (e.g. Soap +Deodorant at less prices).

Offers (Buy 3, Get 1 FREE) can be given.

4P Strategies (PLC based)

Product Mix Strategy

More SKUs (50gm, 100gm) should be

added to increase the depth of the Liril

line. Currently, they are sold in 75gm SKUs

only. To induce trials, special pack sizes

(30gm in `10) should be introduced.

Product Line Strategy

They should discontinue the variants like

Orange Splash since they don’t fit the

freshness appeal of brand. Icy Mint should

be re-launched with different shapes.

Branding Strategy

Brand Positioning

Brand Image (Brand Personality)

Brand Communication

Brand Extension

Monitoring & Review

Possible New Product Development (NPD)

They should launch some new fragrances in attractive shapes such as oval etc. Based on market research findings, other product attributes can be decided. The brand extension of Liril can be developed as Deodorants (same on the lines of Rexona). However, the attributes will be focused on freshness and vitality. The development should start 3-4 months after the above recommended variants of soap are launched.

Liril 2000

There are about 2000 parts in the body that are sensitive to touch, but only if the skin is clean, fresh and full of life!

New Liril 2000 makes every part of your skin come alive with freshness. Its combination of lime extracts and tea tree oil freshens and cleanses skin. Liril keeps skin germ-free and so beautiful that you cannot resist touching it.

New Liril 2000 for fresh, touchable skin. For all your 2000 body parts so you keep germs away and loved ones close.