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    Liril: Team Members Prateek Singal (Roll F-037) Pratik Singhania (Roll No F-124) Prateek Gupta (Roll F-186)

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    Gaurav Madan
    Liril entered the market in 1975 with an iconic ad featuring a woman dancing under a waterfall in a green swimsuit. This helped Liril gain a 14% market share in its first year. However, its market share later dipped to 1.3% and it launched unsuccessful variants like Liril 2000. It now has less than 1% market share. Liril targeted women initially but later shifted to targeting families. Its packaging and positioning also changed accordingly.

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    Liril: Team Members Prateek Singal (Roll F-037) Pratik Singhania (Roll No F-124) Prateek Gupta (Roll F-186)

    Uploaded by

    Gaurav Madan
    266 views20 pages
    Liril entered the market in 1975 with an iconic ad featuring a woman dancing under a waterfall in a green swimsuit. This helped Liril gain a 14% market share in its first year. However, its market share later dipped to 1.3% and it launched unsuccessful variants like Liril 2000. It now has less than 1% market share. Liril targeted women initially but later shifted to targeting families. Its packaging and positioning also changed accordingly.

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    Liril

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    67430288-Liril

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    Liril entered the market in 1975 with an iconic ad featuring a woman dancing under a waterfall in a green swimsuit. This helped Liril gain a 14% market share in its first year. However, its market share later dipped to 1.3% and it launched unsuccessful variants like Liril 2000. It now has less than 1% market share. Liril targeted women initially but later shifted to targeting families. Its packaging and positioning also changed accordingly.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    266 views20 pages

    Liril: Team Members Prateek Singal (Roll F-037) Pratik Singhania (Roll No F-124) Prateek Gupta (Roll F-186)

    Uploaded by

    Gaurav Madan
    Liril entered the market in 1975 with an iconic ad featuring a woman dancing under a waterfall in a green swimsuit. This helped Liril gain a 14% market share in its first year. However, its market share later dipped to 1.3% and it launched unsuccessful variants like Liril 2000. It now has less than 1% market share. Liril targeted women initially but later shifted to targeting families. Its packaging and positioning also changed accordingly.

    Copyright:

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    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 20

    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

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