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liril

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Published by Dhiraj Kumar

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Published by: Dhiraj Kumar on Apr 04, 2011
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02/25/2014

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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

ompetitors ractices upply

} raditional }

emand

hased

} Advertisement didn·t use as

sophisticated tool

Branding

} Intr d

tion of P

ological

dim n ion
} Fre

ne

Pattern µ

} ´Come alive with Liril fre hne

FALLSOWN STORY OF LIRIL
} Lost 35% of sales vol me } I troduction of new brands } Switch of customers } Lack of innovation in conce t & 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. } Re lacement of first model ¶Karen Lunel· } Inability to come with right roduct line in case of Liril } Failed to rogress with time

´All the Commercials are good to view but they fail to touch the heartµ

BRAND COMMUNICATION
} otential Customer: Young } Background: Natural aterfall

omen

igh energy

} Theme: Young, ivacious, Attractive Girl having ath } romised Benefit: Freshness E perience } Promise Support: Floating: uicy Slices of Lemon

Floating

Industry Analysis
Industry dominant economic traits 
Market Size  Rising input costs 

rowth Drivers rowing 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 Su stitutes } Threat of

argaining power of Buyers

} Threat of argaining 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 e plored much as SP } Usage of Soap as alternate to face wash }

igh Growth Potential

} E port 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 HUL¶s 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 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 exona). 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.

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