Can Liril regain it’s equity?

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Presentation transcript:

Can Liril regain it’s equity? Case Study Can Liril regain it’s equity?

Company : HUL Found : 1975

Once upon a time……….. Positioning: Freshness Segment: Premium Market share: 14% Come alive with Liril freshness Few competitors First Indian brand to start Sex Appeal

Potential customer: Young women Benefit: Freshness Experience

Success…… Distribution Channel Awareness Product Innovation Smart Advertising Brand Image

SWOT Analysis Weakness Strength Opportunities Threats Established brands Seasonal sales Preferance for popular category Rural Markets Usage of soap as an alternative to face wash Export opportunities Many Brands Premium Price Low Market share High Brand awareness Vast distribution network Good R and D Strength Weakness Threats Opportunities

Now…..

What went wrong? Failed to understand changing consumer behaviour Resting during the launch of competitors Change of image and jingle Pricing Change of communication(twice in 2 years)

Experiments Shower Gel-1994 Cologne Variant-1996 Liril Rainfresh-1999 Orange variant-1999 Icy Blue variant-1999 Aloe Vera and Lemon

Re-launch - Liril 2000 New Packaging Family freshness soap Aimed at men Rejuvenates 2000 body parts Borrowed- Lever 2000 Positioning-Makes every part of your skin come alive with freshness

Strength Weakness Threats Opportunities Many competitors offering at lower cost Internal competition Brand rename offers new customers Use of existing Liril legacy Better packaging to target new markets The end of glamour girl Intense competition Liril 2000-Lever2000 Oldest and popular soap brands Excellent distribution network Strength Weakness Threats Opportunities

Should it reduce the price??? Change the segment Attract more customer base

Should it target at men??? Change the product composition Change the men’s perception of Liril just being a feminine brand

Recommendations

Focus towards Rural Market. Change the name into Liril 70% of India’s population 50% of India’s GDP HUL - 40% sales through Rural Market Provide Soaps in smaller size Bring in the old jingle and ad Distribute free samples Ads showing Rural people

Re-Enter the market as natural shower gel…. Brand recall of freshness Position itself as a natural care product Boutique and Oriflame are the only competitors Advertise - that appeals the masses(Social Media Advertising)

THANK YOU…