67430288-Liril

TEAM MEMBERS

PRATEEK SINGAL (ROLL F-037)PRATIK SINGHANIA (ROLL NO F-124)PRATEEK GUPTA ( ROLL F-186)

Liril

Brand Overview

Launch

Market Share

Competition

Profit Share to the Company

Status within the Company

(BCG Matrix )

Liril entered the market with a

bang when Karen Lunel in a lime

green swimsuit entered under

the waterfall.

high-spirited prancing under the

water became a symbol

synonymous with women’s

liberation

Nobody was able to forget the

ad as the bikini scandalized the

nation

became a leader in the first year

of its launch.

testimony to the genius of Ad

Guru Alyque Padamsee, whose

career took off after the Liril

campaign.

MarkSoc,The Marketing Society of FMS, Delhi

Brand Overview

Launch

Market Share

Competition



(BCG Matrix )

These factors catapulted Liril to the top position with 14% market share. Similar ads adorned the Liril portfolio with names like Priety Zinta, Pooja Batra, Tara Sharma, Deepika Padukone.

Later market share dipped to1.3%. Liril then changed to Liril 2000,met with failure and now has market share of less than 1% and HUL share of less than 5%.


Brand Overview

Launch

Market Share

Competition



(BCG Matrix )


HUL- DOVE, LUX, BREEZE, LIFEBOY

NIRMA-NIMA SANDAL, NIMA ROSE, NIRMA BEAUTY

GODREJ- FAIRGLOW, CINTHOL, No.1, SHIKAKAI

Brand Overview

Launch

Market Share

Competition



(BCG Matrix )

Status


TARGETING FAMILY

LIME FRESHNESS

SOAP

LOW MARKET SHARE

COMPARED TO OTHER SOAPS

Brand Overview

Launch

Market Share

Competition



(BCG Matrix )


Brand Evolution Timeline


1975: Launch of Liril

1996: Liril launches a

cologne variant

2002:Liril launched a new

blue variant named Icy Cool

Mint

Aug 2009: Liril e-launches itself

as Liril 2000

Brand Elements

Distinct Features

Jingle

Logo

Packaging

Smashable Elements

1975-87 Karen Lunel (The Liril Girl) - Liril comes alive!, Come alive to Liril freshness, The freshness soap, Makes a fresh new woman of you.

1987-90 Sonali Mehta - With the exciting freshness of lime, The original freshness soap

1991-92 Anjali Jathar - Nimboo ki sansanati taazgi, Taazgi ke do roop, Liril taazgi, Rushing, gushing fresh

1993 Pooja Batra - Non-stop fresh

1997 Preity Zinta Aah!

1999 Hrishita Thakker - Taazgi mein tunn

2001-2002 Tara Sharma - Ice try karoge, Taazgi meri marzi

2004 Deepika Padukone - Uff-Umma

2004 Candice Boucher La-I-Ra-I-La

2009 Rejuvenates all 2000 body parts of your body


Brand Elements

Distinct Features

Jingle

Logo

Packaging

Smashable Elements


Brand Elements

Jingle

Logo

Packaging

Smashable Elements


FRAGARANCE

•Green swim suit

COLOUR •Lemon and dewy Clour

LaLaLa •Lime fresh fragrance

Positioning

How does the brand differentiate itself from its competition in the mindspace of the consumer

The initial positioning of the brand was as a fresh toilet soap for women.

But later, after it re-launched itself as Liril 2000, the positioning changed to a family soap good for your body.

The different variants under Liril 2000 like aloe Vera and tree oil cater to different needs of consumer.


Target Market

Who does it aim to Pull?

Liril has always targeted females looking for coolness and freshness.

Liril 2000 however has changed the strategy to targeting family members.


Packaging

Distinct features

Benchmark with Competition

The packaging has always evolved with the different variants

earlier tight wrapped covering replaced by box-type packaging, the light green color replaced by a darker shade and a glossy finish.

New one is clean green, no photos of lime are there, idea is rejuvenation and not really "lime“as lime is associated with dryness


Packaging

Distinct features


Almost all the family soaps in the market excluding premium brands like Dove, Camay etc have a tight wrapped covering form of packaging.

This again points to the fact how Liril has tried to enter the premium soap market.


Pricing

What Price Ranges?

Why?


The prices for Liril 2000 are Rs 20(75 gm) and Rs 32(125 gm).

The price is specially higher due to change in its targeted segment from free lifestyle women to families.

By targeting Nuclear families living in urban areas, Liril has placed its soap as a premium quality soap.

The price is higher than some of its competitors in the family soap market.MarkSoc,The Marketing Society of FMS,

Delhi

Distribution Channels

Analyse it terms of

Reach/Coverage

Visibility

To analyse the reach of the distribution channels we can divide the presence of Liril into presence in Urban areas and presence in Rural Areas:

URBAN AREAS:the urban areas can be divided into

1.Modern trade i.e. super and hyper markets where liril is easily available.

2.Traditional Trade i.e. Kirna stores and liril is present on almost 80% of the kirana stores.

RURAL AREAS:1)Low Market Share & Low Market Penetration i.e. liril is found less in the kirana stores in rural areas.

2) Buying behaviour of rural consumer indicates that the rural retailers influences 35% of purchase occasions. Therefore sheer product availability can affect decision of brand choice, volumes and market share.


Communication

What TV ads

What is Done apart from TV ads

What BTL campaigns have been done?

* Ask your Mentor about BTL activities

TV AdsThe first one to feature ‘ ahead

of its times’ ‘Liril girl‘Positioned as absolute freshness

and energyAdvertised Liril summer 2000

with a new punchline “freshness through 2000 points on your body‘”

BTL activitiesNo BTL activities in the recent

past


StoryBoard of an ad from the

latest campaign


Analysis of the advertisement:The ad uses the theme of a playful interaction between a family to drive home the power of touch. They tried to bring in Liril as a family soap trying to show its utility to all family members.

The ad starts with a sow of refreshing touch

The mother takes her daughter in her arms and swings her

The couple play with each other In a pool

a playful interaction between a father and baby

The playful interaction sealed with a refreshing touch .

Liril -lalalala ad


Liril 2000- ad


67430288-Liril

Documents

playful interaction

market share

bcg matrix

kirana stores

marketing

rural areas

urban areas

refreshing