Liril

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

Liril entered the market with a bang when Karen Lunel in a lime green

Brand Overview
Launch
Market Share Competition Profit Share to the Company Status within the Company (BCG Matrix )

swimsuit entered under the waterfall.

high-spirited

prancing

under

the

water became a symbol synonymous with womens 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

 These factors catapulted Liril to the top position with

Brand Overview
Launch

Market Share
Competition

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%.

Profit Share to the Company

Status within the Company (BCG Matrix )

MarkSoc,The Marketing Society of FMS, Delhi

Brand Overview
Launch
Market Share

HUL- DOVE, LUX, BREEZE,

LIFEBOY

Competition
Profit Share to the Company Status within the Company (BCG Matrix )

NIRMA-NIMA SANDAL, NIMA ROSE, NIRMA BEAUTY

GODREJ- FAIRGLOW,
CINTHOL, No.1, SHIKAKAI

MarkSoc,The Marketing Society of FMS, Delhi

 Status
Brand Overview
Launch
Market Share Competition Profit Share to the Company

TARGETING FAMILY

LIME FRESHNESS SOAP

Status within the Company

(BCG Matrix )

LOW MARKET SHARE COMPARED TO OTHER SOAPS

MarkSoc,The Marketing Society of FMS, Delhi

Brand Overview
Launch
Market Share Competition Profit Share to the Company Status within the Company

(BCG Matrix )

MarkSoc,The Marketing Society of FMS, Delhi

Brand Evolution Timeline

1996: Liril launches a cologne variant 2002:Liri l launched a new blue variant named Icy Cool Mint Aug 2009: Liril elaunches itself as Liril 2000

1975: Launch of Liril

1994: Liril launches shower gel

19962001: The volume sales decreased by 37 % in the market

2004: Liril launche d a new variant named Liril Orange Splash

MarkSoc,The Marketing Society of FMS, Delhi

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

MarkSoc,The Marketing Society of FMS, Delhi

Brand Elements
Distinct Features
Jingle

Logo
Packaging Smashable Elements

MarkSoc,The Marketing Society of FMS, Delhi

LaLaLa Brand Elements

Jingle Logo Packaging

Green swim suit Lemon and dewy Clour

COLOUR

Smashable Elements

FRAGARANCE

Lime fresh fragrance

MarkSoc,The Marketing Society of FMS, Delhi

 The initial positioning of the brand was

as a fresh toilet soap for women.

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

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.

MarkSoc,The Marketing Society of FMS, Delhi

 Liril has always targeted females

Target Market
Who does it aim to Pull?

looking for coolness and freshness.

Liril 2000 however has changed

the strategy to targeting family members.

MarkSoc,The Marketing Society of FMS, Delhi

 The packaging has always evolved with the

Packaging
Distinct features
Benchmark with Competition

different variants earlier tight wrapped covering replaced by boxtype 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 "limeas lime is associated with dryness

MarkSoc,The Marketing Society of FMS, Delhi

 Almost all the family soaps in the

Packaging
Distinct features
Benchmark with Competition

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.

MarkSoc,The Marketing Society of FMS, Delhi

 The prices for Liril 2000 are Rs

Pricing
What Price Ranges?
Why? Benchmark with Competition

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.
MarkSoc,The Marketing Society of FMS, Delhi

TV Ads
Communication
What TV ads
What is Done apart from TV ads What BTL campaigns have been done?

The first one to feature ahead of its

times Liril girl Positioned as absolute freshness and energy Advertised Liril summer 2000 with a new punchline freshness through 2000 points on your body BTL activities No BTL activities in the recent past

* Ask your Mentor about BTL activities

MarkSoc,The Marketing Society of FMS, Delhi

StoryBoard of an ad from the latest campaign

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

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.

a playful interaction between a father and baby

The playful interaction sealed with a refreshing touch .

MarkSoc,The Marketing Society of FMS, Delhi

Liril -lalalala ad

MarkSoc,The Marketing Society of FMS, Delhi

Liril 2000- ad

MarkSoc,The Marketing Society of FMS, Delhi