Description
The ppt describes insight into decline of once popular Liril brand and strategies adopted to reposition to increase the declining market share.
Managing Mature Brands
Theoretical Framework
? Brand’s life cycle ? Mapping a brand’s life: The power grid ? Mature Brands-the characteristics ? Fresh breath to mature brands ? Brands reposition & rejuvenation
Brand’s Life cycle
Revitalizing Decline Maturing Growth Launch
Power Grid
Mature Brands
? Mature markets are generally classified as those that experience sales growth of about two per cent a year ? Unlikely to be significant volume growth in the market
? Life cycle getting shorter because of improvements in technology and globalization
? Strategies to fight back:
? Re-launch or reposition ? Product Innovation ? Growth in emerging markets
Fresh Breath to Mature Brands
? Managing How Existing Users Perceive a Brand ? Expanding the Brand Awareness ? For a Mature Brand, Breadth is more important than Depth ? Associate the Brand with Relevant Goals E.g. Tata Salt found out through studies that consumer focus more on functional aspects of various salt brands and hence they brought out ‘saltier salt’
? Associating the Brand with New Usage can be done through ? Increased frequency of Usage ? Additional Application of the Product E.g. Cinthol sales increased when it was marketed as toilet soap and deodorant for the body
Repositioning the Brand
Change the core offering
Value Proposition
Change the technology
Change the support marketing program
Change the experience around the brand
Brand Repositioning & Rejuvenation
Brand Repositioning through:
? A new or different target segment ? Offering benefits different from what was offered originally ? Resetting the brand in terms of values & attributes and then launching a brand messaging strategy
Brand Rejuvenation:
? ? ? ? Basic positioning is still relevant Excitement and reminders about the brand presence Change of packaging, logo, advertising could help Wider space in terms of market communication
Adv. of Brand Repositioning
? People connect emotionally with a brand. Brand reminds them of a specific time, place or experience. Thus old brands have a reputation of reliability ? Saving of a lot of money which can be used for marketing, development and advertising of a new brand ? Pre-Existing awareness increases success rate of products coming up as result of line or category extension
Case in Point : Liril
The LIRIL Saga Starts….
? Launched in 1975 by Hindustan Lever
? Along with Lifebuoy and Lux, Liril became one of the top selling soaps of its time
? Created “Lime/Freshness” category ? Its famous ad with Karen Lunel as the “Liril Girl” bathing under a waterfall ran for 12 years ? The “waterfall”, “bikini” and the jingle “la lala la la la lalala” became
strongly associated with the brand
The First Ad…
At Its Peak!!!
During the 80?s, it was a top-selling product
Market Share of 14%
The Decline Begins…
Liril started losing market share at the start of the 90?s
Reasons:
Eventually, the category got soaked Competition and then it began Lime threatened the ? External: Cinthol Lime and Nirma to sink…
Liril supremacy over the category ? Internal(HLL?s own brands): To counter Cinthol Nirma, HLL launched Jai Lime and Nima Lime and
Strategies Adopted - I
Extended Liril brand into
Shower Gels(1994)
Launched different variants
Cologne (1996) Rain fresh (1999)
points of time to re-energize the brand
at different
Orange & Icy Blue(2002) Orange Splash(2004)
Strategies Adopted - II
The variants were backed by different executions:
? The “Liril girl” was moved from bathing under the rainfall to other places:
• • • • • Desert Iceland Car wash Underneath the Mannequin pis (Belgium) Amongst Dolphins
? New signature tunes and tag lines were attempted:
• (?taazgi mein tunn?!)
The Changed Ad…
The Decline Continues…
? These strategies could not support the failing brand
? Its market share fell further to 2% in 2004
Possible Reasons:
? The ads subsequent to the original ads could not recreate the hype
? The popular catchy jingle of the first ad was tinkered with
? They probably tried too hard!!!!!
Strategies Adopted - III
? In 2005, the new Liril Aloe Vera campaign focused on naughty intimacies among married couples instead of the erstwhile iconic `waterfall' campaigns ? New feminine shape, and a complete new look - with eye catching translucent green bits in a light green base
? The new carton box comes with a `love note game and quiz' on the back that invites people to share the same with their spouse
Result???
The Decline Continued
Market Share fell to around 1 % in 2009
REBRANDING
TO
“A fundamental re-engineering with an improved product in a contemporary shape and has the signature Liril perfume”.
Change in Positioning
Old Positioning New Positioning
• Position itself as providing freshness to young women • Ad say „freshness soap to make a fresh new woman of you?
Reflected in the advertisement. Change from an ad showing a girl to showing a family
• Position itself as providing freshness and cleanliness to the whole family. • Ad says „there are 2000 parts of your body all fresh and clean?
The New Liril Ad
Change in Target audience
? Previously it was targeted at a soap for
young women
? Now the target has changed and it is targeted as a soap for
the
whole family
Change in Packaging
?The earlier tight-wrapped cover has been replaced by a box-type packing ?The light green color has been replaced by a darker shade and gloss finish
Reasons for Rebranding
? The “emotional space” being addressed by the Liril of the seventies is no longer relevant to the current Liril consumers (urban women in the higher socio-economic class) of today. ? Closeness and bonding are the current needs. The touch proposition of Liril 2000 fits in with that. ? “Freshness” itself has become generic in the context of bathing. Liril 2000 moves the brand towards softer and cleaner skin that is irresistible to touch
Criticism
? “Taking the Liril girl out of the waterfall is just like taking the flute out of Lord Krishna?s mouth.” Alyque Padamsee ? Liril is like the proverbial drunkard who went to Himalayas to become a sadhu. Neither he could become one, nor could he get back to his life of drunkenness!!! ? Liril is trying to smuggle in Lever 2000 in the country through this branding. Santosh Desai CEO, Future Brands
Thank You!!!
doc_767158087.pptx
The ppt describes insight into decline of once popular Liril brand and strategies adopted to reposition to increase the declining market share.
Managing Mature Brands
Theoretical Framework
? Brand’s life cycle ? Mapping a brand’s life: The power grid ? Mature Brands-the characteristics ? Fresh breath to mature brands ? Brands reposition & rejuvenation
Brand’s Life cycle
Revitalizing Decline Maturing Growth Launch
Power Grid
Mature Brands
? Mature markets are generally classified as those that experience sales growth of about two per cent a year ? Unlikely to be significant volume growth in the market
? Life cycle getting shorter because of improvements in technology and globalization
? Strategies to fight back:
? Re-launch or reposition ? Product Innovation ? Growth in emerging markets
Fresh Breath to Mature Brands
? Managing How Existing Users Perceive a Brand ? Expanding the Brand Awareness ? For a Mature Brand, Breadth is more important than Depth ? Associate the Brand with Relevant Goals E.g. Tata Salt found out through studies that consumer focus more on functional aspects of various salt brands and hence they brought out ‘saltier salt’
? Associating the Brand with New Usage can be done through ? Increased frequency of Usage ? Additional Application of the Product E.g. Cinthol sales increased when it was marketed as toilet soap and deodorant for the body
Repositioning the Brand
Change the core offering
Value Proposition
Change the technology
Change the support marketing program
Change the experience around the brand
Brand Repositioning & Rejuvenation
Brand Repositioning through:
? A new or different target segment ? Offering benefits different from what was offered originally ? Resetting the brand in terms of values & attributes and then launching a brand messaging strategy
Brand Rejuvenation:
? ? ? ? Basic positioning is still relevant Excitement and reminders about the brand presence Change of packaging, logo, advertising could help Wider space in terms of market communication
Adv. of Brand Repositioning
? People connect emotionally with a brand. Brand reminds them of a specific time, place or experience. Thus old brands have a reputation of reliability ? Saving of a lot of money which can be used for marketing, development and advertising of a new brand ? Pre-Existing awareness increases success rate of products coming up as result of line or category extension
Case in Point : Liril
The LIRIL Saga Starts….
? Launched in 1975 by Hindustan Lever
? Along with Lifebuoy and Lux, Liril became one of the top selling soaps of its time
? Created “Lime/Freshness” category ? Its famous ad with Karen Lunel as the “Liril Girl” bathing under a waterfall ran for 12 years ? The “waterfall”, “bikini” and the jingle “la lala la la la lalala” became
strongly associated with the brand
The First Ad…
At Its Peak!!!
During the 80?s, it was a top-selling product
Market Share of 14%
The Decline Begins…
Liril started losing market share at the start of the 90?s
Reasons:
Eventually, the category got soaked Competition and then it began Lime threatened the ? External: Cinthol Lime and Nirma to sink…
Liril supremacy over the category ? Internal(HLL?s own brands): To counter Cinthol Nirma, HLL launched Jai Lime and Nima Lime and
Strategies Adopted - I
Extended Liril brand into
Shower Gels(1994)
Launched different variants
Cologne (1996) Rain fresh (1999)
points of time to re-energize the brand
at different
Orange & Icy Blue(2002) Orange Splash(2004)
Strategies Adopted - II
The variants were backed by different executions:
? The “Liril girl” was moved from bathing under the rainfall to other places:
• • • • • Desert Iceland Car wash Underneath the Mannequin pis (Belgium) Amongst Dolphins
? New signature tunes and tag lines were attempted:
• (?taazgi mein tunn?!)
The Changed Ad…
The Decline Continues…
? These strategies could not support the failing brand
? Its market share fell further to 2% in 2004
Possible Reasons:
? The ads subsequent to the original ads could not recreate the hype
? The popular catchy jingle of the first ad was tinkered with
? They probably tried too hard!!!!!
Strategies Adopted - III
? In 2005, the new Liril Aloe Vera campaign focused on naughty intimacies among married couples instead of the erstwhile iconic `waterfall' campaigns ? New feminine shape, and a complete new look - with eye catching translucent green bits in a light green base
? The new carton box comes with a `love note game and quiz' on the back that invites people to share the same with their spouse
Result???
The Decline Continued
Market Share fell to around 1 % in 2009
REBRANDING
TO
“A fundamental re-engineering with an improved product in a contemporary shape and has the signature Liril perfume”.
Change in Positioning
Old Positioning New Positioning
• Position itself as providing freshness to young women • Ad say „freshness soap to make a fresh new woman of you?
Reflected in the advertisement. Change from an ad showing a girl to showing a family
• Position itself as providing freshness and cleanliness to the whole family. • Ad says „there are 2000 parts of your body all fresh and clean?
The New Liril Ad
Change in Target audience
? Previously it was targeted at a soap for
young women
? Now the target has changed and it is targeted as a soap for
the
whole family
Change in Packaging
?The earlier tight-wrapped cover has been replaced by a box-type packing ?The light green color has been replaced by a darker shade and gloss finish
Reasons for Rebranding
? The “emotional space” being addressed by the Liril of the seventies is no longer relevant to the current Liril consumers (urban women in the higher socio-economic class) of today. ? Closeness and bonding are the current needs. The touch proposition of Liril 2000 fits in with that. ? “Freshness” itself has become generic in the context of bathing. Liril 2000 moves the brand towards softer and cleaner skin that is irresistible to touch
Criticism
? “Taking the Liril girl out of the waterfall is just like taking the flute out of Lord Krishna?s mouth.” Alyque Padamsee ? Liril is like the proverbial drunkard who went to Himalayas to become a sadhu. Neither he could become one, nor could he get back to his life of drunkenness!!! ? Liril is trying to smuggle in Lever 2000 in the country through this branding. Santosh Desai CEO, Future Brands
Thank You!!!
doc_767158087.pptx