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Which direction
should the brand
take?
-Liril
CASE SUMMARY
• Liril, an expressive brand, positioned as freshness soap occupied about
14% in the mid 1980s in the Indian ...
LIRIL
STP
• SEGMENT- Personal Care Bathing Soap
• TARGET -Younger Generation
• POSITIONING-Makes every part of your skin
“come a...
IDENTIFICATION OF PROBLEMS
• The brand was a top performer in the toilet soaps category until
1995, when it began to lose ...
SOLUTIONS
• Liril should shift its focus back to women
customers.
• The target age group should be 20+
• The profile of it...
STRENGTHS WEAKNESS
• Liril is one of the oldest&
popular soap brands
• Has been consistent in
bringing alive freshness
• L...
OPPORTUNITIES THREATS
• The brand renaming offers a
newer audience & generation
as the target market, as
compared to older...
Competitors 1. Lux
2. Fiama Di Wills
3. Cinthol
Lyril case study
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Lyril case study

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fall of lyril brand

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Lyril case study

  1. 1. Which direction should the brand take? -Liril
  2. 2. CASE SUMMARY • Liril, an expressive brand, positioned as freshness soap occupied about 14% in the mid 1980s in the Indian Toilet Soap industry. The main target segment was Indian women owing to their desire to become more expressive and free. • It enjoyed high brand awareness, thanks to the Liril Jingle, and the sensational ad with Karen Lulla posing under a waterfall. • Over the time variants like Icy mint and Orange were added to the product line making it more confusing, and also much distant of its original positioning. • Also the much aware Liril jingle and the waterfall which was the essentials of the brand's positioning were consequently moved away from the corporate communications. • Consequently the brand's market share plummeted to 1.3% in July 2005. During late 2009 Liril was repositioned as Liril 2000. The positioning was changed from 'freshness' to 'rejuvenation', and targeted as a family soap. It remains to be seen if this repositioning would help Liril gain its lost market share.
  3. 3. LIRIL
  4. 4. STP • SEGMENT- Personal Care Bathing Soap • TARGET -Younger Generation • POSITIONING-Makes every part of your skin “come alive with freshness
  5. 5. IDENTIFICATION OF PROBLEMS • The brand was a top performer in the toilet soaps category until 1995, when it began to lose market share • During this period, the brand lost big volume- over 35%- & its market share slid to below 5%. • The excitement & innovation created by the brand could not be sustained • Many other brands focused on lime • Brand’s original customers who grew up with it were aging • Need structure was shifting from experience & emotional delivery to functionality • The important issue facing Liril was how to resurrect the once very strong brand & regain its strong glory • The advertising initiatives & line extensions failed to infuse any energy into brand’s performance.
  6. 6. SOLUTIONS • Liril should shift its focus back to women customers. • The target age group should be 20+ • The profile of its customers should be a working woman who is very busy balancing her household as wel as career. • A separate marketing plan should be chalked out to promise the new Liril on the digital platform • Liril has to reposition itself & highlight other benefits of lemon & aloe vera which no other brand is offering
  7. 7. STRENGTHS WEAKNESS • Liril is one of the oldest& popular soap brands • Has been consistent in bringing alive freshness • Liril has managed to create breakthrough advertising over the years • Excellent distribution network across India • The end of the glamour girl era for liril& the move from “freshness” to “rejuvenates 2000 body parts” is perhaps an indicator of its troubled status • The renaming to ‘liril 2000’ is a move to blend it with the international brand ‘lever 2000’ • Intense competition in the soap market SWOT ANALYSIS
  8. 8. OPPORTUNITIES THREATS • The brand renaming offers a newer audience & generation as the target market, as compared to older name • Make use of the existing liril legacy & the current blend with the international brand can be used to tap into the market further & increase market share • Better & smaller packaging to target new markets & tie up with hotel chains & corporate. • Highly competitive industry with many competitors offering similar products @ lesser cost • Internal competition from brands like Lux & Lifebuoy • Market share has fallen from an earlier 14% to a mere 1.3%
  9. 9. Competitors 1. Lux 2. Fiama Di Wills 3. Cinthol

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