LIRIL

HISTORICAL
 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 group
Young housewife aged 18-24 years

 KCI
My 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.

 APS
Liril 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 decade

1987
Sales showed downward trend due to product problem
Relaunch with perfume and wrapper changes
New advertising to emphasize freshness appeal

Relaunch APS
Only 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

1989
Competition moves into the freshness segment
Cinthol Lime launched with a modern, youthful image - to strengthen the
freshness promise with lime, while maintaining the positioning of a ’deodorant’
soap.
Liril seen as a dated brand
Cinthol managed to reposition Liril

70’s: Young housewife aged 18-24 years

80’s: Loyal Liril consumer 25+ adult.
Communication focused at her likes and dislikes
90’s: The change in the consumer
 The nineties

1991
Objectives
 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

suitable for all types of skin

fights oiliness reputation perfume benefit
lemon fragrance trust fragrance that lingers
natural lime day long freshness
modern freshness 'ultra' modern
young less natural (synthetic)
 Results
Surpassed action standard 10% of Liril in 3 months
Seen to be male skewed
Seen 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 Liril
Communication 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

 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

 CINTHOL

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 & Spice

With deodorant that prevents body odour
Emotional payoff - Self-confidence

Popular - Lime Fresh & Skin Fresh

Lime 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’
LIRIL – COMMUNICATION MODEL

Waterfall
Bikini

Big water feel

High energy
Activity
Lime Freshness Enthusiasm
Nature

Unrestrained
Unconventional
Modern

Jingle
 1996- A change in the communication

First time moved out of waterfall

Results
 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
 1996 – EQUITY FINDINGS

Objective: To understand where Liril stands vis a vis other premium brands
Findings:
• Image problem
• Liril not differentiated on freshness

Liril’s Equity

Natural freshness Irreverent personality

 A being called “Discount”

 Brand launches
Nirma Lime- Q1 97
Jai Lime- Q3 97
Nima 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
attitude
Being 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
 Liril Brand Key

8. Brand Essence
A feeling of liberation.
5. Values
6. Reasons to Believe
Absolute freedom. Real natural lime.
Personality : Striated look of tablet.
Bon Vivant Heritage - the first lime soap.
Spontaneous.
Confident.
Youthful. 7. Discriminator
Exuberant.
Self expressive Liril's 'natural' lime freshness gives me the
licence to be 'what I want to be' in my bath.
4. Benefits
Natural freshness. 3. Insight
Makes me come alive. My bath is the only place where I
Transports me into my own
am truly alone. I can forget about
fantastic natural world.
the outside world... for a while.

2. Target
Housewives 28-35 years in SEC A,
1. Competitive Environment
B & C.
Premium soaps such as Lux
Seeking an escape from the
International, Pears, Dettol and
drudgery of their daily life.
Dove.
Want to feel young and get the
Lower priced soaps offering lime
most out of life.
freshness such as Jai Lime, Nirma
Lime.
 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 Functional Authority/ Emotional

Build Affinity
Relevance Credibility Relevance

To educate Give the To build Connect with Eventually

consumers consumers credibility and the consumers make the
about the some tangible authority such on an consumers like
importance of reason to that a woman emotional and the product
all day long believe to make gets a good realistic ground post trial.
freshness that the product reason to and make a
builds relevant to believe to use bond/pact. In
confidence in a their needs the product this case builds
young woman’s confidence in
professional life facing the
world

Strategic Phases
 Strategy

Differentiation

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.
 Strategy

Behavioral segmentation
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.
 Strategy

Target
Audience

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.
 Strategy
Occupy the
‘Being
responsible”
space

Positioning

Back to nature- A visionary

 Some Insights

I feel worried with the continuous

environment hazards that take
place around me
In my busy life, I don’t get the
time to contribute something
to nature

Not Being responsible does not hurt …..but their

consequences do

No contribution the environment

= Absence of being responsible
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