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Brand Management
An Assignment on Liril
Although there was no consideration in the part of the new youths choice and the central brand idea was not cleared.
What should the brand do when all these went wrong? In that stage when they wanted to grab the lost brand image and performance they should have changed their outdated ideas of brand positioning. They should have conducted a market research about the choice of the youth of using soap. Which type of soap they prefer to use? They should have extended their line according to the result of the research. As we can see the soap market is changing day by day youth prefer to use variety of soaps mainly women. As their target customer was youth women they should come with new products variants like: shower gel with lime, perfumed soap with lime freshness etc. As the brand persona was lime freshness, they should not change it. They should come with the new product using Freshness as the essence of the product. They should also change the brand communication. They should use any celebrity to grab the youths attention as other brand of HUL Lux, lifeboy used. Because the celebrities are the eye candy for the youth so they can use young celebrity for promotion. They should come out of the natural waterfall background and use the other location like beaches and all.
Commercial suggested by me: A celebrity like Deepika Padukone or Priyanka chopra got tanned after having beach bath and it is hot whether as the sun is at the top. She uses liril to bath and feels very fresh and at the end she recommends liril to have a fresh bath. Other locations and other method could also be used.