Marketing Project
SUBMITTED BY-
SHREYA SHARMA
SEC-F
12BSPHH010990
SEAT NO.-72
MBA SEM I
Liril is a popular soap brand sold, to a large degree, in India, and Asia, as well as a few places in Europe. Liril is one of the oldest and popular soap brands. It has been consistent in bringing alive freshness. Liril has managed to create breakthrough advertising over the years (like Liril Girl). It has always had an excellent distribution network across India.
Liril was launched in the 70s as freshness soap. Consumers usually associate themselves with the brand that because it gives them psychological gratification. In the early 70s a market research agency found out that housewives had typical needs of fantasizing. Their fantasy was turned into reality in the Liril ad. At least 30 years ago, a team of managers appointed by Jagdish Chopra,the then marketing director of Hindustan UniLever (HUL), to create freshness soap in premium price segment attempted a blue soap that promised fresh mountain breeze. A brainstorming session steered by late marketing guru shunu sen was held to find out what freshness meant: like walking barefoot on marble being sprayed with a jet of water, like icy blue and the like, they came up with icy blue.
The soap was manufactured by Hindustan Lever Limited in India. Liril launched a blue variant called Icy Cool Mint in2002. It also tried launching an Orange variant, called Liril Orange Splash in India in 2004.Neither of these variants created much splash in the market. The company even changed agencies handling the brand, from Lowe to McCann Erickson before going back to Lowe. Liril has been having a static market share for quite some time now. Majority of their sales happen during summer. Preity Zinta, among others, has advertised for this product. LIRIL, the well-known HLL brand captures 2.5 % of the market share.
The moment of liberation that liril provided was well accepted by the
SHREYA SHARMA
SEC-F
12BSPHH010990
SEAT NO.-72
MBA SEM I
Liril is a popular soap brand sold, to a large degree, in India, and Asia, as well as a few places in Europe. Liril is one of the oldest and popular soap brands. It has been consistent in bringing alive freshness. Liril has managed to create breakthrough advertising over the years (like Liril Girl). It has always had an excellent distribution network across India.
Liril was launched in the 70s as freshness soap. Consumers usually associate themselves with the brand that because it gives them psychological gratification. In the early 70s a market research agency found out that housewives had typical needs of fantasizing. Their fantasy was turned into reality in the Liril ad. At least 30 years ago, a team of managers appointed by Jagdish Chopra,the then marketing director of Hindustan UniLever (HUL), to create freshness soap in premium price segment attempted a blue soap that promised fresh mountain breeze. A brainstorming session steered by late marketing guru shunu sen was held to find out what freshness meant: like walking barefoot on marble being sprayed with a jet of water, like icy blue and the like, they came up with icy blue.
The soap was manufactured by Hindustan Lever Limited in India. Liril launched a blue variant called Icy Cool Mint in2002. It also tried launching an Orange variant, called Liril Orange Splash in India in 2004.Neither of these variants created much splash in the market. The company even changed agencies handling the brand, from Lowe to McCann Erickson before going back to Lowe. Liril has been having a static market share for quite some time now. Majority of their sales happen during summer. Preity Zinta, among others, has advertised for this product. LIRIL, the well-known HLL brand captures 2.5 % of the market share.
The moment of liberation that liril provided was well accepted by the