CASE STUDY PRESENTED BY:

PIYUSH
LIRIL 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 didn’t 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: Floating
Juicy Slices of Lemon
 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 (Porter’s
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.
 HUL’s 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 Beauty Natural Moisturi Medicin Glycerin Basic

sought zing al Cleansin
g

Example Lux Santoor, Dove, Dettol, Pears, Lifebuoy,

Margo, Doy Care Savlon Emami Nirma
Medimix
 Targeting

 Positioning
 4P Strategies (PLC based)
PLC Stage Growth Maturity Decline

Product The Lime variant Shape of bar Only basic

should be re- should be variants (Lime &
launched with innovated. Mint) to be
improved Colours such as continued.
fragrance. Icy light green,
Mint should be yellow, Pista etc.
more rich in to be tried.
cream content.

Price Price should be 75gm and 50gm Price can be

affordable. (Very SKU should be slashed
recently, price of priced just below occasionally to
Liril was Cinthol. 100gm make quick,
increased to SKU may be seasonal sales.
`22/75gm) priced a bit
higher.
 4P Strategies (PLC based)

PLC Stage Growth Maturity Decline

Place Existing Liril can be tied Selective

distribution with: a) other distribution, e.g.
channel soaps in HUL’s through select
will suffice. portfolio e.g. with kirana shops,
Intensive Lux, super markets
distribution. b) other toiletries etc.
products such as
deodorants.
Promotion Can be bundled Price discounts Offers (Buy 3,
with: a) can be given Get 1 FREE) can
Cosmetics (e.g. `2 less). be given.
products, e.g. Combo packs can
Fair & Lovely, and be introduced
b) feminine (e.g. Soap +
hygiene products, Deodorant at less
e.g. Stayfree. prices).
 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 don’t 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.