CASE STUDY LIRIL

PRESENTED BY: PIYUSH DHIRAJ

MANISH
VINAY VRISHKETU

There is no greater warmth than the feeling of touch of your loved ones. It is a gesture of real contact and happiness. Therefore it is important that we keep every part of our skin

fresh and clean because only fresh,

clean skin is touchable.

GENERAL
Few Competitors

Traditional Practices
Demand Chased Supply

Advertisement didnt use as

sophisticated tool

Branding

Introduction of Psychological dimension

Freshness Pattern
Come alive with Liril freshness

FALLSOWN STORY OF LIRIL

Lost 35% of sales volume Introduction of new brands Switch of customers Lack of innovation in concept & ideas

REMEDY BY LIRIL

Extension Mods Introduction of New advertisement Icy blue liril (Introduction of New

Varrients)

EXPERTS VIEW
Confusion between the brand idea & its execution.
Replacement of first model Karen Lunel Inability to come with right product line in case of Liril Failed to progress with time

All the Commercials are good to view but they fail to touch the heart

BRAND COMMUNICATION
Potential Customer: Young Women

Background: Natural High energy Waterfall

Theme: Young, Vivacious, Attractive Girl having bath Promised Benefit: Freshness Experience Promise Support: Floating: Juicy Slices of Lemon Floating

Industry Analysis
Industry dominant economic traits
Market Size Rising input costs Growth Drivers Growing consumer demand Rural India driving incremental growth New Product launches Segmental Shift

Competitive forces (Porters five forces analysis)

Threat of Intense Segment Rivalry
Threat of New Entrants Threat of Substitutes

Threat of bargaining power of Buyers

Threat of bargaining power of Suppliers

Change drivers and their Impact

Value consciousness Increasing aspirations

Evolving categories

Likely competitive moves

Forward Integration Niche Offerings

Acquisitions of small brands by big players

Key Success Factors (KSF)

Distribution channel Awareness Product Innovation Smart Advertising

Functional Strategy for Liril

SWOT Analysis for Liril
Strengths High brand awareness, Strong Brand Equity
A distinct market position through Freshness as differentiator for the soap
Vast distribution network of HUL Good Research & Development capability of HUL

Weakness
Many brands in the category (Godrej, Nirma, ITC)
Premium Price of the Soap Low Market Share & Low Market Penetration. HULs own brands may cannibalize Liril (Breeze, Lux, Lifebouy)

Opportunity
Big untapped market especially Rural Areas Freshness has not been explored much as USP

Usage of Soap as alternate to face wash

High Growth Potential Export Opportunities to tap aspirations

Threats
Established brands like Godrej & Nirma Competitors' growing portfolio Launch of new products in premium

category
Preference for Popular category (VFM) soaps

STP Analysis
Segmentation - We are adopting benefit-based segmentation approach here. The market is segmented as:
Benefit sought Beauty Natural Moisturi Medicin zing al Glycerin Basic Cleansin g

Example

Lux

Santoor, Margo, Medimix

Dove, Dettol, Doy Care Savlon

Pears, Emami

Lifebuoy, Nirma

 Targeting Positioning

4P Strategies (PLC based)

PLC Stage Growth Maturity Decline

Product

The Lime variant should be relaunched with improved fragrance. Icy Mint should be more rich in cream content.

Shape of bar should be innovated. Colours such as light green, yellow, Pista etc. to be tried.

Only basic variants (Lime & Mint) to be continued.

Price

Price should be affordable. (Very recently, price of Liril was increased to `22/75gm)

75gm and 50gm SKU should be priced just below Cinthol. 100gm SKU may be priced a bit higher.

Price can be slashed occasionally to make quick, seasonal sales.

4P Strategies (PLC based)

PLC Stage Growth Maturity Decline

Place

Existing distribution channel will suffice. Intensive distribution.

Liril can be tied with: a) other soaps in HULs portfolio e.g. with Lux, b) other toiletries products such as deodorants. Price discounts can be given (e.g. `2 less). Combo packs can be introduced (e.g. Soap + Deodorant at less prices).

Selective distribution, e.g. through select kirana shops, super markets etc.

Promotion

Can be bundled with: a) Cosmetics products, e.g. Fair & Lovely, and b) feminine hygiene products, e.g. Stayfree.

Offers (Buy 3, Get 1 FREE) can be given.

Product Mix Strategy

More SKUs (50gm, 100gm) should be added to increase the depth of the Liril line. Currently, they are sold in 75gm

SKUs only. To induce trials, special

pack sizes (30gm in `10) should be introduced.

Product Line Strategy

They should discontinue the variants

like Orange Splash since they dont fit the freshness appeal of brand. Icy Mint should be re-launched with different shapes.

Branding Strategy
Brand Positioning

Brand Image (Brand Personality)

Brand Communication

Brand Extension
Monitoring & Review

Possible New Product Development (NPD)

They should launch some new fragrances in attractive shapes such as oval etc. Based on market research findings, other product attributes can be decided. The brand extension of Liril can be developed as Deodorants (same on the lines of Rexona). However, the attributes will be focused on freshness and vitality. The development should start 3-4 months after the above recommended variants of soap are launched.

Liril 2000
There are about 2000 parts in the body that are sensitive to touch, but only if the skin is clean, fresh and full of life! New Liril 2000 makes every part of your skin come alive with freshness. Its combination of lime extracts and tea tree oil freshens and cleanses skin. Liril keeps skin germ-free and so beautiful that you cannot resist touching it. New Liril 2000 for fresh, touchable skin. For all your 2000 body parts so you keep germs away and loved ones close.