liril historical 26-07-2010

LIRILHISTORICAL

Liril Freshness Positioning

Liril launched in 1976 reached an iconic status with the Karen Lurel Waterfall Ad.

The TVC communication was same over the years emphasizing on :- Lemon Freshness

Freedom Feminine Beauty Attraction

Certain elements always there in the TVCs Water/ Water fall Lemon

Girl in skimpy clothes

Liril Freshness Positioning

Reason for Liril success:-

Liril became synonymous with freshness It capitalized on the social context of joint family where women

had no time for them selves and bath was their only escape Women could be in their own skin while taking bath and felt

liberalized

Liril TG Housewives 28-35 years in SEC A, B & C. Seeking an escape from the drudgery of their daily life. Want to feel young and get the most out of life.

Insight My bath is the only place where I am truly alone. I can forget

about the outside world... for a while.

Liril: The Birth

Conceptualized in the early 70’s 1973 - Marketing mix tested found that

-Freshness claim delivered through lime-Perfume seen to be tangy -Lime seen to have skin care benefits

1974- Lime mix was introduced 1976- Brand launched nationally

Pack size - 75g, Colour - Green (striated), Price - Premium

Created the Freshness segment

Target groupYoung housewife aged 18-24 years

KCIMy bath is the only place where I can let go of my

inhibitions and do what I want. It is the only place where I know nobody’s watching me and I can let pretensions down.

APSLiril is the freshness soap- so totally different from any

other soap, that it even looks different, rippled green.Because only Liril captures the exciting freshness of

limes- the most refreshing fruit in the world. A bath with Liril makes a new person out of you.

There’s nothing like it.’

The Result

Liril succeeded in creating a dream moment enabling the consumer to be whoever and wherever she wanted to be.

Liril shocked and surprised consumers with its bold communication

•a bikini clad girl in gay abandon •created a distinct personality•cued freshness, modernity, irreverence•brand seen as ahead of its time•brought loyal consumers to the fold•established leadership in the premium segment

the 80’s...

Communication unchanged for nearly a decade1987Sales showed downward trend due to product problemRelaunch with perfume and wrapper changesNew advertising to emphasize freshness appeal

Relaunch APSOnly Liril captures the exciting freshness of limes, in its new

rich tangy lather and now, Liril has an exclusive new fragrance which

lingers on, leaving you feeling fresher, longer. Liril is more than a soap, it’s a feeling that makes a fresh new

person out of you. There’s nothing like it.

Competitive scenario

1989Competition moves into the freshness segmentCinthol Lime launched with a modern, youthful image - to strengthen

thefreshness promise with lime, while maintaining the positioning of a

’deodorant’soap.Liril seen as a dated brandCinthol managed to reposition Liril

70’s: Young housewife aged 18-24 years80’s: Loyal Liril consumer 25+ adult. Communication focused at her likes and dislikes90’s: The change in the consumer

The nineties

1991Objectives To widen appeal of Liril Keep brand young, vibrant and contemporary To strengthen brand by reinforcing the core values

Two initiatives undertaken Liril lime relaunched with new perfume and wrapper New initiative - variant- Liril Cologne Lime

The interaction between the variants

Lime Cologne Lime

fights oilinesslemon fragrancenaturalmodern

reputationtrustlime freshnessyoung

suitable for all types of skinperfume benefitfragrance that lingersday long freshness'ultra' modernless natural (synthetic)

ResultsSurpassed action standard 10% of Liril in 3 monthsSeen to be male skewedSeen to be synthetic

Withdrawn in 1993 due to product problems

1993 Expansion of the premium market Cinthol launched new variants

New product form introduced - Gels Fit in perfectly with Liril Uplifted Liril’s image Made brand contemporary and youthful

APS A bath with Liril Active gives you an exciting freshness feeling

that you can be sure will last. Liril Active Shower Gel is a unique way to bathe. Its extra rich

lather, exciting new perfume and the long lasting freshness, all add to a never before freshness feeling that only Liril can give.

Creative Idea - Create a bath wherever and whenever you want

1994 International brand Fa launched, impacted LirilCommunication objective Recreate 70’s look and feel yet maintain core properties New film made did little to stem decline

TVC: Fa 1994 TVC: Ruchi Malhotra

1995 Liril Active discontinued in 1995 VFM equation not working (absence of a

loofah) High initial cost Wastage

Fa - Fresh body care - Inspiring freshness that leads to freedom and escapism

Premium - 75 g - Rs. 15/- Aqua = Revitalising with sea minerals Caribbean lemon - Deep cleansing with lime extracts Wild sandal - Moisturising soap with cream complex Beyond ‘Lime’, advertised as a range

Differentiation through ideas, ingredients, fragrances, colour.

High speed of innovations

Fa

Premium International Lime International Spice 75 g - Rs. 15/- Original 100 g - Rs. 18/-

Popular Lime Fresh Skin Fresh 75 g - Rs. 12/- 125 g - Rs. 18/-

CINTHOL

Premium - International Lime & SpiceWith deodorant that prevents body odourEmotional payoff - Self-confidence

Popular - Lime Fresh & Skin FreshLime Fresh - With deep-cleansing lime ‘Clean skin that bowls you over’

‘Scentfresh’ - smell like a thousand flowers Taazgi bhara atmavishwaas’

Skin Fresh - With orange extracts‘Breathes new life into your skin, that makes it irresistible’

CINTHOL

Freshness

Big water feel

Unrestrained UnconventionalModern

LimeNature

High energyActivityEnthusiasm

Waterfall Bikini

Jingle

LIRIL – COMMUNICATION MODEL

1996- A change in the communication

First time moved out of waterfallResults Retained freshness in spite of moving out of waterfall Higher teen empathy as girl’s personality seen as

aspiration and irreverent Lime salience and natural feel not lost

Liril’s Equity

Natural freshness Irreverent personality

Objective: To understand where Liril stands vis a vis other premium brands

Findings: • Image problem • Liril not differentiated on freshness

1996 – EQUITY FINDINGS

A being called “Discount”

Brand launchesNirma Lime- Q1 97Jai Lime- Q3 97Nima Lime- Q2 98

Key issues pertaining to Liril•Minimal interaction exists with discount lime soaps•However, uniqueness under threat •Liril not differentiated on freshness•VFM equation under question•Product/ advertising dated; not seen as ahead of its times

RAIN FRESH- A fragrant variant

Objective for varianting Lime freshness segment- perceived to be seasonal and

harsh Widen appeal of Liril Liril to be seen as a freshness soap and not a lime soap

Birth of Rain Fresh Variant to convey product promise without ‘ingredient’ Rainfresh ‘natural freshness’ No ‘build up’ required

Rainfresh - The soap Natural, mild, cooling, all weather product

Rainfresh moment Pleasurable, refreshing, physical experience leading to a mental

mood

Proposition Only Liril Rainfresh gives you a feeling as fresh as the rain.

Whenever you see Liril Rainfresh you get an insane, uncontrollable urge to capture the freshness then and there.

Brand idea: Bath addict

Rainfresh : Key Reasons for failure

Poor Fragrance Not ‘lingering’, no ‘freshness feeling’ post use Not nice Esoteric nature of freshness experience. What is feeling

rainfresh?? Absence of an ingredient or ‘reason why’ to rationalise Attempt to position it as a separate sub-brand, when there

was no significant difference in proposition vis a vis lime.

2003

The Year Of Body Washes

x Gain share from Competition - 60% share

x Increase users - 97% penetration

Increase usage

More usage occasions : Health/ Hygiene ---> LB

Increase value / bath ---> Pre. PW

Expand premium segment by increasing NPS / bath

Route :

Create bodywash segment to command premium over soap bars

Initially - role of body washes To occupy the vacant `youth` slot To be the image driver To strengthen the `freshness` benefit / delivery of

mother brand

Target Segment

• Current premium soap user HHs.15-25 women - propensity to change habit from soap usage to bodywash is highest (as seen across developing markets)

A change in its avatar

Liril Touch 2

posm

Winter tvc 20s

Tea tree oil – anti-bacterial communication

Liril Minis – Rs 10/- pack communication

Relaunch of liril

2001 To renew the ‘shocking freshness’ that endeared the brand to

yesterday’s youth and to win the affection of today’s youth.’ Todays youth would love to do things their own way. Studies revealed that contrary to the stereotype of being carefree,

today’s youth (girls) long to spontaneously break free without being told ‘behave yourself’.

They expect Liril to understand and express how freshness creates a mood that makes her spontaneously behave without rok-tok.

Leading to the new campaign–‘Taazgi Meri Marzi’ The core of freshness remains. What it is generously sprinkled with is

provocative attitudeBeing set in a hot environment the film enhances the relevance of the

brand benefit of freshness.

Liril and the millennium

Declining brand usership High flirtatious premium soap consumer Losing particularly to salient offerings (LTI, FAL, FG) and discount

Brand image/equity weak on innovation, modernity and trust Ingredient, sensorial, advertising - generic and

commodotised Premium soap market and freshness market declining

OBJECTIVES To find a distinct cut on the generic freshness benefit Regain lost position of being young, innovative and hip Create a new functional / ingredient story Recognise that not just the variant but the ‘brand’ has to be

repositioned

6. Reasons to BelieveReal natural lime.Striated look of tablet.Heritage - the first lime soap.

7. Discriminator

Liril's 'natural' lime freshness gives me the

licence to be 'what I want to be' in my bath.

Liril Brand Key

1. Competitive EnvironmentPremium soaps such as Lux International, Pears, Dettol and Dove.Lower priced soaps offering lime freshness such as Jai Lime, Nirma Lime.

4. Benefits

Natural freshness.Makes me come alive.Transports me into my own fantastic natural world.

5. Values

Absolute freedom.Personality : Bon Vivant Spontaneous. Confident. Youthful. Exuberant. Self expressive

8. Brand EssenceA feeling of liberation.

2. TargetHousewives 28-35 years in SEC A, B & C.Seeking an escape from the drudgery of their daily life.Want to feel young and get the most out of life.

3. Insight

My bath is the only place where I am truly alone. I can forget about the outside world... for a while.

Strategic Plan

With its long history suggesting that core benefits of the brand were freshness, the brand can be repositioned as Freshness in the form of its powerful range that will include Pine, Lemon, Lavendar, Rose

The brand will help create an imagery of a skin care for women/ Health of skin

Entering this space will ensure brand credibility and salience

Oppurtunities and capability:With the ever growing competition in the personal

care category where most of the soaps like Lifebuoy creating a space for itself in Germ kill, Dettol for protection and Herbal soaps like medicare, medimix and chandrika focussing on health, Liril can focus on the freshness amonst the youth

Huge target market

Target market available

Housewives 28-35 years in SEC A, B & C.Seeking an escape from the drudgery of their daily life.Want to feel young and get the most out of life.

The communication needs to be region specific, since Mumbai and chennai are the 2 main centers for communication, the brand needs to penetrate the market with 2 different formats. Incase of celebrity endorsements, market mix, packaging content and distribution networks

With more than 70 % of the women focussing on beauty and skin care exist in the south, Liril can use its freshness with fragrance as a startegy to e market penetrate

Vision

To be the most trusetd brand in the market promising freshness with a tinge of fragrance

The ambition of being the No 1 soap in providing liberation to the consumer in the beauty category

New Positioning:A soap that gives Natural freshness, helping a woman come

alive. Making a woman transport herself in to her own fantasy world

Mission:

To regain the no 1 position in the freshness segment by making in roads in to the beauty segment with the help of its supporting fragrance benefit.

Financial objective: To drive penetration in the personal wash category and

create a niche market for itself in the freshness with fragrance segment

Non financial: A aquestion mark on the bcg matrix of becoming a star

Where to put the money: Innovative packaging techniques to drive trial and purchase and large investments in terms of its advertising and communication rollout (ATL/BTL), also investing in Quali and testing concepts at snapshots.

Which business and which customer needs to be given prime importance?

Business: Personal wash category in the freshness segment with the purpose of introducing its fragrance variants thereby creating a niche space for itself.

To further strengthen its tradition of being a “freshness wonder soap”

TG: Women LSM 4 to 7 age group- 18 to 35.Basic need of creating a good impression in their personal and professional lives. A need to be recognized amongst the mass

From which business, investment need to be withdraw:

Launching a new strong Liril soap with added freshness and a tinge of fragrance making a woman confident of herself in the world around her.

Study Growth: New Product (Freshness+ Fragrance= beauty) in the metros

and rural India. A key potential market is south of India where beauty is the top priority amongst 70% women

Topics that need to be covered: SWOT analysis- Aditya New marketing plan- Aditya Product mix- Aditya DSTP-Aditya 6 P analysis-Aditya Implementation and control Visual interpretation of the brand communication rollout-

Aditya Key drivers in the market/ triggers

Strategy

Educate

To educate consumers about the

importance of all day long

freshness that builds

confidence in a young woman’s

professional life

Functional Relevance

Give the consumers

some tangible reason to believe to make the product

relevant to their needs

Authority/ Credibility

To build credibility and authority such that a woman gets a good reason to

believe to use the product

Emotional Relevance

Connect with the

consumers on an emotional and realistic ground and

make a bond/pact. In

this case builds

confidence in facing the

world

Build Affinity

Eventually make the

consumers like the

product post trial.

Strategic Phases

Strategy

Being responsible by contributing to nature

Since the product is in the same space as using natural resources, it cannot disrupt nature’s imagery

in the minds of the consumers very easily. It therefore needs to provide more than just protection

and conserving the eco system.

Differentiation

Behavioral segmentation

Since the product needs to differentiate itself from the other branded and popular products

credentials ,it first needs to understand the changing behavioral trends of the consumer.

Hence:

Segment 1: People who believe in being responsible in life

Segment 2: People who feel the importance of contributing to nature.

Segmentation

Strategy

Strategy

US Citizens (Both Men and Women)

The selected target are people (Both men and women) 30 to 60 years, urban whites, responsible

citizens who believe in oneness in nature.

Target Audience

Strategy

Occupy the

‘Being responsible”

space

Back to nature- A visionary

Positioning

Some Insights

I feel worried with the continuous environment hazards that take place

around me

No contribution the environment = Absence of

being responsible

Not Being responsible does not hurt …..but their consequences do

In my busy life, I don’t get the time to contribute something to nature

Recommended Consumer Insight

Inspite of my several efforts, I am unable to contribute 100 percent to nature. This negligence will lead to more responsibility not just an individual but also as a

responsible citizen of this world.

THANK YOU