Kirloskar Institute of Advanced Management Studies Harihar, Karnataka

Brand Management

An Assignment on Liril

Submitted To: Prof. Satish Irde

Submitted By: Ravi Kumar Gupta Roll No : 79 Section : A

Which direction should the brand take?

Liril was started in late seventies that time the market was not competitive. So the brand was a big player of the toilet soap Industry. The market was dominated by Hindustan lever, Calcutta chemicals and Tomco. The brand communication was stood with commercials. In 1985 the brand approached Clad Karen as the modal for the video commercial. It was shot in the natural waterfall. The modal was wearing bikini and the theme was Freshness. The brand used freshness as the key role player to attract customers. The tagline used was come alive with Liril freshness. After the aid launched it attracted more and more customers and increased its revenue. It targeted young women as the potential customers and did the promotion accordingly. The brand played a vital role in the market for next 12 years. And then the problem began in late nineties when it established premium segments in soap category. It deviated its positioning. It diverted itself from Lime and Freshness which was the key to success for the brand. As it was the top performer in toilet soap segment. Then the small players started using the lime freshness to position themselves. And the liril toilet soap started losing its customers. When the brand realized the brand persona - lime freshness, it had been too late. The market was taken over by other players. Then it used the other strategy of brand communication and other experiments were started in 1995. It launched shower gel in 1994, introduced other variant Liril Rain fresh and Icy blue in 1999. Aset of commercial were launched in MTV in a bid to lure youth. The commercial was changed to : natural bath in open whether , in car wash and in front of fire. They used all these strategies of the product line extension and commercials but it failed to infuse any change in brands performance.

Although there was no consideration in the part of the new youths choice and the central brand idea was not cleared.

What should the brand do when all these went wrong? In that stage when they wanted to grab the lost brand image and performance they should have changed their outdated ideas of brand positioning. They should have conducted a market research about the choice of the youth of using soap. Which type of soap they prefer to use? They should have extended their line according to the result of the research. As we can see the soap market is changing day by day youth prefer to use variety of soaps mainly women. As their target customer was youth women they should come with new products variants like: shower gel with lime, perfumed soap with lime freshness etc. As the brand persona was lime freshness, they should not change it. They should come with the new product using Freshness as the essence of the product. They should also change the brand communication. They should use any celebrity to grab the youths attention as other brand of HUL Lux, lifeboy used. Because the celebrities are the eye candy for the youth so they can use young celebrity for promotion. They should come out of the natural waterfall background and use the other location like beaches and all.

Commercial suggested by me: A celebrity like Deepika Padukone or Priyanka chopra got tanned after having beach bath and it is hot whether as the sun is at the top. She uses liril to bath and feels very fresh and at the end she recommends liril to have a fresh bath. Other locations and other method could also be used.