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Case Study

Case Study. Can Liril regain it’s equity?. Company : HUL Found : 1975. Once upon a time………. Positioning: Freshness Segment: Premium Market share: 14% Come alive with Liril freshness Few competitors First Indian brand to start Sex Appeal. Potential customer: Young women

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Case Study

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  1. Case Study Can Liril regain it’s equity?

  2. Company : HUL • Found : 1975

  3. Once upon a time……….. • Positioning: Freshness • Segment: Premium • Market share: 14% • Come alive with Liril freshness • Few competitors • First Indian brand to start Sex Appeal

  4. Potential customer: Young women • Benefit: Freshness Experience

  5. Success…… • Distribution Channel • Awareness • Product Innovation • Smart Advertising • Brand Image

  6. SWOT Analysis

  7. Now…..

  8. What went wrong? • Failed to understand changing consumer behaviour • Resting during the launch of competitors • Change of image and jingle • Pricing • Change of communication(twice in 2 years)

  9. Experiments • Shower Gel-1994 • Cologne Variant-1996 • Liril Rainfresh-1999 • Orange variant-1999 • Icy Blue variant-1999 • Aloe Vera and Lemon

  10. Re-launch - Liril 2000 • New Packaging • Family freshness soap • Aimed at men • Rejuvenates 2000 body parts • Borrowed- Lever 2000 • Positioning-Makes every part of your skin come alive with freshness

  11. Should it reduce the price??? • Change the segment • Attract more customer base

  12. Should it target at men??? • Change the product composition • Change the men’s perception of Liril just being a feminine brand

  13. Recommendations

  14. Focus towards Rural Market. • Change the name into Liril • 70% of India’s population • 50% of India’s GDP • HUL - 40% sales through Rural Market • Provide Soaps in smaller size • Bring in the old jingle and ad • Distribute free samples • Ads showing Rural people

  15. Re-Enter the market as natural shower gel…. • Brand recall of freshness • Position itself as a natural care product • Boutique and Oriflame are the only competitors • Advertise - that appeals the masses(Social Media Advertising)

  16. THANK YOU…

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