LIRILPresented by-Ankita SarawgiAmit BhomleAnanya TiwariAbhishek Ranjan

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IntroductionLIRIL, a product of Hindustan Unilever Limited was invented in 1975.

The brand was mainly associated with feelings of Freshness.

The original tagline of Come alive withfreshness stressed on the core of this brand.

Liril started having a static market share for quite some time. Liril launched a blue variant called Icy Cool Mint in 2002.

The company even changed agencies handling the brand.

Liril became Liril2000, to address the lossof market share.

Reasons for its failureNature of the industryIts advertising strategyChanges weren't in sync with the brand.Differentiating factor lost.HULs own brands cannibalized Liril.

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The Brand Strategies we are Proposing

PRODUCT STRATEGY

Liril should reposition itself to its initial Brand Equity of Lime Freshness

Liril could diversify its product line into

Liril Lime diva Liril Fresh Liril Cool

To cater the customer of rural as well as urban areas.

COMMUNICATION STRATEGY

Media Ads

Internet : Social media websites like twitter, facebook, pinterest etc.

Display incentives to retail dealers

Bill Boards

Pricing Strategy:

As it is perceived as a premium product the prices should be kept at higher end for the premium category.

Price should be kept a little lower for basic line to cater the rural market.

PLACE AND DIVERSIFICATION STRATEGY:

It surely segments the urban, rural and metro consumer.

Side by side it could also target the rural market by extending the product line to a basic lime freshness product.

The place strategy should be selected carefully. Jingle: They can change their tune but not too much because their original tune is very attractive and catchy and customers associate themselves with it.

BRAND ASSOCIATION:

The Brand Association should be chosen which projects its image and personality.

For example:Lime Fresh ------------------------------------------> Fresh Celebrity (New)

PACKAGING:

Liril should come up with a new and innovative packaging which could be used as a Soap Holder (For the basic product line)

Bundling with loofah can be done for the premium end products.

LONG TERM PROSPECTS:

Diversification of the product into Deodorants, face wash, Body wash.

It can capitalize the Brand Equity of Liril (Once it gets successful).

BRAND PERSONALITYRefreshingCheerfulEnergetic LivelySelf-expressiveModernProgressiveConfident female youth.

ENVIRONMENTMarket Size - About 9,000 Crore. 98% penetration in urban and 70% penetration in rural areas. In volume 13 million MT.

Rising input costs Cost of Palm Oil, Petrol, Diesel costs increasing.

Growth Drivers Growth of 4.5 5 % approximately. Very stiff competition over price.

GROWTH DRIVERSGrowing consumer demand

Rural India driving incremental growth

New Product launches

Segmental Shift

COMPETITION

COMPETITIONGPCL (Cinthol Lime)

Nirma (Nirma Lime Fresh)

ITC (Premium Soap Fiama Di Wills)

P&G

Future Competition from Marico, Kopran, and Anchor

CUSTOMERUpper middle class women. Beauty soap providing instant lime freshness for women.Variants of LIRIL.Liril DIVA in URBAN and Metro cities.Liril fresh for Urban and rural.Liril cool for Urban and rural.

POSITIONINGProvider of Freshness and cool bathing experience.Again target women in the age group of 15 40 years.Self-expression for these women who would like to make a point.New imagery should highlight how fresh fragrance of lime can act as a confidence booster and has a refreshing element

POSITIONINGLIRIL Classic should be positioned in both the Urban and Rural Markets with more emphasis on promoting in Rural sector.

LIRIL DIVA should be concentrated more in URBAN sectors and should target the Upper middle class working women.

Estimated Budget for the re-launch of the Brand Liril *Excel Sheet

ConclusionIt is essential to reposition the brand

Also to highlight the USP of the brand and its offering that is Lime Freshness

Trying to rejuvenate the brand and leveraging brand equity through Line Extension

HUL should use its strong distribution channel to reach its customer. Example HULs Shakti Programme in rural areas

THANK YOU