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LAVANYA HATWALNE DIV : A ROLL NO: 30 NMIMS FT-MBA CORE Ist YEAR DATE: 17/08/2009
the latest TV Commercial of Liril. early morning charm inside a home claiming to rejuvenate 2. when it dies. But why is a brand that created the lime category in the Indian soaps market facing such slippery times? It’s not just the entry of new players — although there are plenty of those. Then HUL introduced a highly hyped Orange Splash. HLL launched yet another Liril variant. Some say it’s a terrible mistake on HUL’s part to have changed the idea of Liril altogether and some consider it HUL might be focusing on the new age consumers. But that’s a big debate and a hot topic of discussion in the advertising & marketing community today. a married couple with a kid rather than on a female model something most of us would not associate Liril with. 1. it launched variants like Liril Cologne Lime and Liril Active Shower Gel. Do you think Liril needs an overhaul? If so why? In the Rs 4.2%. the “freshness” category is declining. (Source: ACNielsen ORG-MARG). However they decided to go through sweeping change in their advertising strategy with a completely different setting. I could relate the metamorphosis of Liril 2000 from Liril to a mythological bird called Phoenix. Page 2 of 4 . This leads us to answer two probable questions on the Liril 2000 fiasco. there was no excitement around the brand. Nirma followed soon with Nirma Lime. The new phoenix is destined to live as long as its old self. Cinthol launched its lime variant.000 body points with every use. In the mid1990s. Rainfresh. Hindustan Levers acted to the fact that the brand’s market share was down to 1. Liril’s share of value has slipped from 3. Both were soon withdrawn from the market and for some years after that. The market of lime-based soaps was soaked. In a brief to recapitulate the events in the life of Liril.2 per cent at present. it showed good signs. In 1999. But instead of directly saying that the soap is about freshness. But it is telling that apart from Liril. it was time the company built some excitement around it.After reading the Liril story in Brand Equity dated 05 August 09. bursts into flames and is reborn from its own ashes to make a miraculous comeback. a far cry from the once 14% share. It is an immortal bird that. in a blue-coloured pack — Liril’s first extension since its inception to a “non-lime” variant. which was a new variant in its category. This time Liril is living its 10th life per say and Hindustan Unilevers expects it to live its life to the fullest. but declined later on. HUL’s Liril soap was first popularized by the signature imagery of a bikini-clad girl under a waterfall and owned the proposition of freshness in that category for a long time. And so. The brand was lying low for a long time. washing away Liril’s lime hegemony.5 per cent in 2000 to just 1.000-crore Indian toilet soap market. who are not very influenced by the earlier brand imagery. focuses on a family. all the other lime soaps are being phased out — actually. This was followed by Liril Icy Cool Mint (variant containing menthol) in April 2002. HLL’s earlier attempts to breathe new life into Liril haven’t been too successful. The last attempt to revive the once-popular brand itself is under question here. Rainfresh and two shower gels introduced in 2003 have also been withdrawn. Lime Fresh.
Changing a customer's mind is another matter since they are very difficult to change. Is the positioning of Liril 2000. cut your losses. 2. Nothing interesting ever happens unless we take risks. But when you realize you've made a mistake. consumers assume they're right. But the idea of `rejuvenate 2000 body parts’ is being strongly backed by HUL. nor could he get back to his life of drunkenness!!!. Neither he could become one. a confused one? Is it appropriate for Lever to move away from `freshness’ to `rejuvenate 2000 body parts’? Will this help Liril acquire new customers and win back the lost market share? As mentioned earlier. Denial is a wonderful thing. The brand packaging has been changed to dark green and the shape of the soap is changed to rectangle. explains that while it is good to be iconic. wrong. So is it about trying too many things in ads and a failure of advertising. It's just so hard to admit a mistake. under a different waterfall. the key issue being addressed by the Liril of 70s was no longer relevant to the consumers of today. Since decades anybody watching the advertisement for Liril soap could see only a girl romancing with water which was considered to be a sign of Page 3 of 4 . With a modicum of experience in a product category. A HUL spokesperson. At least in their own minds. not only did they introduce a totally different approach to the advertising but also the entire product was changed. This has left Liril is a state of dilemma and confused like a proverbial drunkard who went to Himalayas to become a sadhu. I completely agree that it was appropriate for Lever to have gone through this much needed change. the “freshness” category itself was declining in the market. but the attempt didn’t really click like the original and to the expectation of HUL. I do think that there has to have a strong reason behind the change where the finest brains in HUL must have agreed to change Liril’s persona from “freshness” to “ rejuvenate 2000 body parts”. in a car wash. it is critical to remain relevant to the current consumers. But.This led the HUL think tanks to create and develop an altogether different image of Liril in the eyes of the consumer. A perception that exists in the mind is often interpreted as a universal truth. A set in the desert. Liril was loosing its domination in the lime-based category. This overhauling of Liril was inevitable. We need to learn to quickly recognize the ones that don't and take the appropriate action. also the larger issue is about the various failed attempts to revive the brand. in the rain. The concept is flawed in a sense that as HUL obviously borrowed Liril 2000 idea from the parent’s company’s Lever 2000 . People are seldom. if ever. He says with the changing social context. amongst dolphins – did not really create the hype of the first ad . but only time can tell how the consumers will react to the new product. But the obvious corollary here is that not all of those risks will work out. We need to give ourselves the freedom to take risks and try a lot of different things.
A fact about Liril . The lala-la jingle became the theme song for young people ‘. That was how Liril has being positioned since ages in the minds of the consumers. With all theses changes the company somehow had to change the commercial so that the brand image also gets changed. So will this new strategy work for HUL in time to come? The strategy might be negative in the short-term but looks appealing in the long-term. It’s a new dawn for Liril. Her thoughts begin to drift as she begins her bath. today was Liril soap. The soap would refresh the housewife as she escapes into her bath. The New Liril is trying to choose ‘rejuvenate 2000 body parts’ as key benefit around which they build their product message. Page 4 of 4 . She hums a tune from a popular Bollywood film and the most popular fantasy of all was Amitabh Bachchan riding on a white horse and carrying her away from work…work…work. cleaner skin just to ensure that the brand image of lime or freshness for the Liril gets changed in the minds of the consumers. Gone are the days were one could just see a girl dancing.How did Liril ad first came about? In the 1970s HLL developed Indian campaigns for multinational type products. Liril's ‘Freshness’ tagline even reinforces this.in India. The problem with not having a focus is that your customers can only describe you in terms of your past. a totally new experience. They then decided on a freshness soap based on these findings. Frankly I liked the concept of rejuvenation and 2000 body points It is a celebration of their 20 years of history. They studied the Indian housewife to find out what she thought about when she got 10 minutes to herself. Finally HUL with the help of Lintas has made this. That may be what HUL also is hoping for. The most memorable brand till. The freshness concept of Liril was strongly built in the minds of the consumers and changing this brand image was something that was really changeling for HUL when it thought of venturing into other areas. The Fresh lime concept of Liril had made home in the minds of the consumers. It's a fine tagline. On the basis of that was invented the girl in the waterfall. The company then decided to introduce a family that cares and look for pleasure by the sense of touch of softer. but it doesn't say much to me about the future. HLL’s research came up with an amazing answer — that she dreams of escape from a life of drudgery and responsibility. possibly. The ad was partly inspired by Raj Kapoor’s movies and largely by Tarzan and Jane. More or less everybody felt that this soap was mainly for the ladies and that too the working segment.freshness. The main theme of the advertisement was freshness which revolved around lime. HUL wanted to launch new disposition in Liril however it was very difficult for the company to break this image in the minds of the consumers.
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