Apr 04, 2005 03:22 PM
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(Updated Apr 04, 2005 03:22 PM)
Liril, the well known HLL brand captures 2.5 % of the market share. Since decades anybody watching the advertisement for Liril soap could see only a girl romancing with water which was considered to be a sign of freshness. That was how Liril has being positioned since ages in the minds of the consumers. The lime concept of Liril had made home in the minds of the consumers.
More or less everybody felt that this soap was mainly for the ladies and that too the working segment. The main theme of the advertisement was freshness which revolved around lime.
HLL wanted to launch new fragance in Liril however it was very difficult for the company to break this image in the minds of the consumers. The lime concept of Liril was strongly built in the minds of the consumers and changing this brand image was something that was really changelling for HLL when it thought of venturing into other areas.
If one is not aware let me tell you that Liril is now offered to the consumers in Orange , another containing Aloe vela and the shape of the soap also has been modified, which is much similar to that of the Dove.
With all theses changes the company somehow had to change the commerical so that the brand image also gets changed. Finally HLL with the help of Lintas has made this.
Gone are the days were one could just see a girl dancing. The company has now decided to introduce a girl and a boy just to ensure that the brand image of lime for the Liril gets changed in the minds of the consumers.
By incorporating all these changes HLL expects to increase the market share from 2.5 % to 5% by the end of 2005. With all these changes happening its really worth trying something new. So why wait ?? rush to the nearest store and grab the new Liril !!
