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

2. Company : HUL
Found : 1975

3. 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

4. Potential customer: Young women
Benefit: Freshness Experience

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

6. 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

7. Now…..

8. 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)

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

10. 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

12. 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

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

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

16. Recommendations

17. 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

18. 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)

19. THANK YOU…