Integrated

Marketing
Communication Bathing Soaps

Submitted By:Group 7, IMC 3
SAYANI MUKHERJEE: 221131
SHRADHA JHA: 221138
SIMARNEET KAUR WAHI: 221145
SRINIVAS AMARA: 221148
VIDIT GARG: 221164

S u b m i t t e d t o :
P r o f . B h a l e n d e r S i n g h

ACKNOWLEDGEMENT
We would like to thank our Professor Bhalender Singh Nayyar for providing us with the
focussed guidance and consistent support during our project. We would also like to give our
sincere thanks to him for providing us with an opportunity to apply the concepts learnt in
the Integrated Marketing Communications course to a practical and real life situation.
We would also like to thank all the fellow classmates who gave their valuable time in giving
their valuable inputs during the project. Their unbiased and valuable input has helped us to
administer a project in which we have taken out inferences about the IMC strategy in the bathing soaps
category.
Date: 25/2/2015

Contents
Executive Summary...................................................................................................................4
Industry/Competitive Analysis: ................................................................................................ 5
Brand Image, Logo and Packaging: ........................................................................................... 7
Consumer Purchase Process: ................................................................................................... 9
Competitive Analysis: ............................................................................................................. 11
Communication Analysis: ....................................................................................................... 17
New Product Launch .............................................................................................................. 18
Segmentation Targeting and Positioning ............................................................................... 18
Demographics- .................................................................................................................... 18
Psychographics: Gregarious, Ambitious, Experiencers, Believers ....................................... 18
Geographic: Tier 1 and Tier 2 Cities .................................................................................... 18
Product features: ................................................................................................................ 18
Need: .................................................................................................................................. 19
Usage: ................................................................................................................................. 19
User status: ......................................................................................................................... 19
Positioning Statement......................................................................................................................19

Objectives ............................................................................................................................... 19
Creative Brief .......................................................................................................................... 19
Media Plan and Strategy: ....................................................................................................... 20
Objectives: .......................................................................................................................... 20
Target Audiences: ............................................................................................................... 20
Key Messages: ..................................................................................................................... 20
Communications Tools: ...................................................................................................... 20
Internet and Interactive Media: ............................................................................................. 21
Sales Promotion: .................................................................................................................... 22
PR Activity:.............................................................................................................................. 23
Alternative Marketing Strategy .............................................................................................. 24
Experiential Marketing: ...................................................................................................... 24
References........................................................25

EXECUTIVE SUMMARY
The following report is an Integrated Marketing Communications plan for a proposed product of Liril
in bathing industry. We are enacting this plan in order to focus our marketing communications
tactics towards men who are interested in premium bathing soaps. Additionally, we plan to
strengthen our cult brand, grassroots image and change the existing perception about the company.
This plan will include the breakdown of where the company is currently and where we are looking to
go. We will examine and explain multiple advertising efforts, in addition to various public relations
tactics in order to address our objectives. Those will include the introduction of a relaunching the
popular slogan, la ila ila and on the other hand, press releases, press conferences and the use of
Liril products as promotional items in parks and recreational areas, and other services in order to
gain a better understanding of how to run their store.
It will also include a breakdown of the budget for each tactic and category, along with a total
projection of what this company will need to spend, in order to carry out this plan successfully. We
will look at the schedule for the plan, followed by how we are going to measure each tactic.

Industry/Competitive Analysis
Bathing Soap Industry in India:
Bathing soaps are fast-Moving Consumer Goods (FMCG) that are sold quickly and at relatively low
cost. FMCG have a short shelf life, either as a result of high consumer demand or because the
product deteriorates rapidly. Bathing soap is an important day to day requirement of any consumer.
Soaps, depending on the other ingredients, may also moisturize the skin and/or kill or reduce
bacteria that can cause odour or diseases. When first introduced in India at the end of the
nineteenth century, all soaps were positioned as cleansers. However, as the markets developed, the
reasons for buying soap also evolved. Several brands appeared with the promise of more than just
cleansing. Some special attributes such as unique ingredients, impact on skin and complexion, brand
name, fragrance, total fatty matter (TFM) of the soap, freshness, protection from pimples, etc are
promoted to attract the customers. Skin care has also become an important reason to buy soap.

Bath soaps are part of the growing tribe of cleansing and beautifying products available across the
country. There are scores of brands and an even greater number of variants making for a
bewildering range. The Indian market has over 1200 million people living in more than 4500 towns
and cities and in excess of 600,000 villages. Products must cut through several price points and
fragrances to satisfy everyone. Bath soaps are marketed through 5 million retail stores of which 3.75
million are in rural areas, the penetration rate of the toilet soap is around 97 percent in urban areas
and 89 percent in rural areas. But, the per capita consumption of bathing soap in India is very low at
800g whereas it is 6.5kg in the US, 4 kg in China and 2.5 kg in Indonesia.

The market size of the Indian soap industry is around Rs.7129 crores. It can be classified into four
categories namely premium, popular, economy and carbolic soaps. The "Premium1 category
includes Dove, Mysore Sandal, Pears and some international brands. Brands in the "Popular'
category include Cinthol, Santoor, Rexona etc. Likewise, Fairglow, Godrej No. 1 etc. come under
economy brands. An example of carbolic brand is Nima bath soap. Over the years, the "popular'
segment has witnessed rapid growth and has been the category driver. Consumers shift from the
premium segment as and when they see better value in the popular category. At the same time,
consumers upgrade from the economy segment due to increased in tune with the increasing
disposable incomes in both urban and rural areas. As a result, the industry has witnessed a fifteen
percent growth in premium brands.

The market is flooded with several, leading national and global brands and a large number of small
brands, which have limited markets. Competition amongst the MNCs has intensified, leading to
shrinkage of margins. The leading players in this market are HUL (Dove, Pears, Lux, Lifebuoy, Breeze),
Nirma (Nima), Godrej Soaps (Cinthol, FairGlow, Shikakai, Nihar), Wipro (Santoor), and Reckitt and
Benckiser (Dettol). The rest of the market is highly fragmented, with companies having strong
presence in select segments or regions. In the toilet soap industry, positioning of the product is very
important to attract the customers.

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Future Projection
The market is growing at 7% a year. This means that the incremental demand generation is 5% over
and above the population growth. With increasing awareness of hygienic standards, the market
could grow at a rate higher than 8% annually. Interestingly, 60% of the market is now sourced from
the rural sector. This means that the variance between the two segments is not very large. Since
upper-end market focus is the urban areas, margins come from the urban sector.
Top Brands In Soap And Their Market Share
Hindustan Unilever Limited, Godrej and Nirma are the top 3 brands of bathing soaps in the Indian
market. About 88% of the total market share in India is occupied by these three brands only.

Some of the top brands are:-
LUX 14.4%
DOVE 19%
PEARS 6.5%
DETTOL 7.8%
LIFEBUOY 14.4%
SANTOOR 8.8%
OTHERS 23.6%

LUX-14.4%
DOVE-19%
PEARS-13%
DETTOL-7.8%
LIFEBUOY-14.4%
SANTOOR-8.8%
OTHERS-23.6%

Figure 1:market share of different soaps


HULs Lux, Lifebuoy and Dove are HULs leading soaps with a market share of 19% for Dove and
14.4% for the other two while Santoor had 8.8% and Dettol 7.8%, according to Nielsen data.

Market Share 2014- Soap

Industry
HUL
3%

Godrej

13%

Wipro

4%
45%

7%

RB
Nirma

8%

10%

ITC
Others

Figure 2:Market share of Soap industry

http://www.digitalimpul
se.in/insights/tag/marke
t-share-of-hul-soaps-in-
india/

With over seven brands LUX, LIFEBUOY, HAMAM, REXONA, BREEZE, DOVE and PEARS HUL has
45% share of the overall soap market
GODREJ products - Cinthol, Godrej no.1, Fairglow, Vigil, Swastik
NIRMA products Lime fresh, Rose, Sandal.
WIPRO products - SANTOOR and CHANDRIKA
ITC products Vivel, Fiama di wills, Superia
Indirect competitors (making products of similar type) for example: - body wash, bathing gel from
various brands such as Nivea, Adidas and various other brands.

Brand Image, Logo and Packaging:

Liril was conceived by a group of young managers from HLL(now HUL) and advertising agency Lintas
was instructed to create a freshness soap in the premium price segment. Their first attempt was a
blue soap with the promise of fresh mountain breeze. This idea did not work too well in research.
They then developed a green marbled soap with a lemon fragrance. The brand was launched in 1975
as a response to research which showed that the only private time available to the housewife was
during her bath, when she could be away from the family, husband, mother-in-law and kids. The
soaps pitch was that she should then use this time to relax and try and escape into a world of
fantasy.

It launched Icy Cool Mint in2002 and Orange Splash in 2004. It even launched two new experimental
variants i.e. Tea tree oil and Aloe Vera to attract new customers, but neither of these variants was
successful in creating much hype in the market.
In 2005, Liril was re-launched as Liril 2000, a skincare soap for the whole family. The positioning was
drawn from an international product in the Levers stable Lever2000. Lowe Lintas, the agency that is
handling the account, says that 'freshness' itself had become generic in the context of bathing when
everybody who enters a bath says they are going to 'freshenup'. Liril 2000 moves the brand into a
higher emotion, that is softer, cleaner skin that is irresistible to touch.

Familiarity and recognition of name and logo
Liril! The first image this word brings to the minds of Indians today is the Liril girl dancing under the
waterfall. From Karen Lunel to Preity Zinta, the Liril girl was a perky delight to the Indian audience.
By expressing a girls desire to break free, the advertisements were an instant hit. This bold
communication helped build Liril as one of Indias most powerful brands.

Figure 3:Liril Print ad

Over its four decades in existence, the brand had been linked with multiple associations, freshness
and excitement to reviving magic in married life (La-ira-ila ad, 2004) and to clean, fresh touchable
skin (Liril 2000).

Emotions raised by liril
The target audience, the Indian housewife, had time to herself only during her 10 to 15-minute daily
bath, day-dreaming about how her favourite Bollywood actor.
The emotions raised were that of freedom and fun, the housewife wanted to escape and her
shower in the bathroom was symbolic of this, where she suspended her struggles as a housewife for
some time and simply enjoyed her bath.

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Word association for the brand with:

Animal - Parrot
Colour - Green
Instrument - Guitar
Packaging
Packaging is another aspect, which has become increasingly important. Traditionally, the package
provided only the functional benefits such as economy, protection, and storage. Now package is
considered as consumers first exposure to the product, so it must make a favorable first impression.
The soap now has a different packaging the earlier tight-wrapped cover has been replaced by a box-
type packing and the light green colour has given way to a darker shade and gloss finish.

Figure 4:Liril 2000

Consumer Purchase Process:

Problems Addressed:
Liril for Men provides a bathing solution by a unique soap targeted for Men. Men these days prefer
to have their own customized products that show masculinity at every step. Such determination
helped Liril to come up with new product called Liril Men.
This product solves the following problems

Cleans body

Brings freshness

Removes body odor

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Removes sweat

Protects from harmful bacteria

Improves glow in the skin

What is the recognizable need or want?
With the advent of different products for men n beauty segment and other personal care products.
There is a sudden anticipation that Men prefer the products to be customized to them.
This product i.e. Liril Men solves all the issues and provides the solutions for the target segment.
Alternative Evaluation:
In decision-making process customers classify products according to their requirements. If they are
aware of the product, there are good chances of the product to be landed in Consideration set.
Other available alternatives:

Dove Men

Fiama Di Wills Men

Brut luxury soap

Park Avenue

Axe Bar

Values and Beliefs:
Liril soap was initially positioned along the lines of freshness and continued to be so for a long time.
However its branding changed to a soap for skincare for the whole family a few years back. In doing
so it moved from its core value proposition and broke its sustainable core proposition. There was no
continuity in the two positions.
Looking at the brands trajectory, the launch of a shower gel by Liril was much ahead of its time and
the variants were something that consumers could not relate to.
Consumers tend to be brand loyal. So motivating consumers to try a new brand of soap is tough.
So in the fast pace world shelf space and point of sale marketing becomes more important than
brand equity. Once customers become loyal to your brand, it is tough to break the habit.


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Positioning:
Freshness as the main offering
Freshness as means to social acceptance, recognition, aspiration, upward mobility
Targeting & Communication:
Ads that show rural consumer/semi-urban consumer aspirations
Prime targets would be Men who dwell in rural and semi-urban demographic between 16-45 years .

Competitive Analysis:
Review of communication strategies by competitors

1) Cinthol

Created India's first toilet soap from indigenously available vegetable oils instead of imported animal
fats.Cinthol Deodorant & Complexion soap was born on Independence Day in 1952. Enriched with a
unique Fougere perfume (with antiseptic properties due to hexachlorophene)
Over the first three decades, the brand monopolised the platform of freedom from body odour. In
1986, in an attempt to modernise the image, New Cinthol was launched with fresh packaging, a new
shape and novel advertising, using celebrities like Vinod Khanna and Imran Khan.
Cinthol Variants
The first major attempt by Cinthol to recast itself came in 1989 when in a bid to strengthen its
freshness image the company introduced Cinthol Lime. By this move they wanted to capture a share
of the developing lime soap market and they were successful at that by capturing 8% market share
in just six months.
In 1992, Cinthol Cologne was launched as an extension
In 1993, they realized the need of re-jigging the portfolio to keep pace with the changing
environment
The three variants that had been launched post 1986 were brought under the Cinthol International
umbrella Cinthol International Spice, Cinthol International Lime and Cinthol International Cologne.
A complete positioning overhaul was undertaken between 1993 and 1995. Shah Rukh Khan became
the brand's new icon. His panache matched the brand's new platform: revitalizing and re-energizing.
With the launch of Cinthol Fresh in 1995, the brand was extended into the popular segment as the
first popular segment lime soap. It was a runaway success. It was redefined as a family soap with the
famous 'Tan taaza, man taaza' campaign in 2000.


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Celeb endorsements
Celebrities like Vinod Khanna, Imran Khan, Shahrukh Khan, Arvind Swami, John Abraham, Hrithik
Roshan and Akshaye Khanna have all endorsed Cinthol

Figure 5:Print Advertisement

Ad Campaigns

Phase I (1952-1982) In this era, advertisements were primarily through the print media.
Cinthol was introduced as the first deodorant and complexion soap in India. It was launched
as a premium product which targeted youth and was priced higher than its competitors.

Phase II (1985-1995) In this era, India just started taking off. Thus, Cinthol commercial
came to the TV screens and targeted its primary consumers, i.e. active, young and premium
segments. In this phase, the reinvention was dominantly in terms of product packaging and
the product communication.During the same period, Alpha male personalities like Vinod
Khanna and Imran Khan were signed up by Cinthol for its TV commercials. The ads were shot
in English during the late 1980s and early 1990s era in order to emphasize the premier
image of the brand.

Figure 6:1986 Packaging

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Phase 3 (1995-2007) In this era, the Cinthol brand was well established as a premium
brand in the Indian market. However the size of the premium market was still small while
the brand continuously gaining popularity. During this phase, Shah Rukh Khan and Gauri
Khan were endorsed by Cinthol as their brand ambassadors. In order to take the brand
beyond the premium segment to the masses, Cinthol reinvented the brand again and
extended it to another popular variant. The idea was to take the brand to the big mass
popular segment The Family. So, there were two variants of the advertisement running
parallel One for the premium segment and the other for the popular segment.
However, the popular imagery quickly overshadowed the premium imagery. This soon
became a reason to worry for the marketing team since Cinthol always had a strong youth
and premium connotation attached to it which was fading away as a result of the new
strategy. Hence, a rebranding was again necessary to restore the brand image of the
previous phase. Hritik Roshan was signed up by Cinthol for its new TV commercial to bring
back the youth and premium association

Figure 7:1993 packaging

Reinvention in 2011- Cinthol launched their Alive is Awesome campaign in 2012. It

associated Alive with the confidence of todays youth and Awesome with the emerging i-
Generation. Bold colors and intense fragrances were introduced into the product. Being
Alive was associated with the way of life and used to differentiate the brand. The ad
contained the bathing experiences of a group of friends to create incredibly alive awareness.
To make the campaign popular in digital media, it was promoted on the Blogosphere and
people were asked to upload unique bathing moments online.
Cinthol joined hands with Virat Kohli to appear for their new reinvented avatar in 2013. Virat
Kohli was found out by Cinthol to be the most alive personality in 2013. However, the ad
was all about the real personality of Virat Kohli. The ad was about what goes on in Virats
head before he comes out to bat in congruence with the second insight. A teaser of the ad
was released on the social media on March 2013 with a hashtag #in Virats head. The teaser
went viral and featured among the top trends. It was finally followed up with a complete ad
on digital media as well as a TV commercial.
As a result of the reinventing efforts, Cinthol got itself digitally connected with the youth. It
trended on Twitter for 7 days grabbing the attention of over 7 lakh people and 100 lakh
impressions.

2) Axe

Axe markets itself as the naughtiest brand in the Indian market. It has positioned itself as a male
brand having brand value like cool, fashionable and stylish and targets mostly youngsters ranging
between 16-25 years old. All its campaigns revolve round this central theme of Seduction where Girl
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makes the first move. This has a lot of subliminal implications. The brand assumes that Men like to
be seduced. That feeling of being seduced gives a big boost of self-confidence to a man. Although
many brands take this proposition, Axe just made it perfect.
AXE used the following five communication tools for its promotion:
Advertising:
It can be explained as a paid form of non-personal presentation and promotion of goods. This is the
tool primarily used by AXE as a mode of communication. In all its TV commercials, print ads and
billboards, AXE has tried to attract people with its humor.

Figure 8:Axe Bar Soap

Interactive Marketing

It includes various activities and programmes designed to engage customers and directly or
indirectly raise awareness. The company has a dedicated website known as http://theaxeeffect.com
for promotion of existing AXE product line as well as introduction of the new products.
Advertisements of AXE are visible all over the web in relevant web sites and the existing and
prospective consumers can also communicate with the company in an informal manner through
their official communities in various social networking sites like Facebook and Twitter. AXE also
introduced various campaigns like Call Me, AXELand, AXEfeather for an increased customer
engagement.

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Events and Experiences

Company sponsored activities and programs designed to create daily or special brand related
interaction come under this category. AXE organizes upbeat events for its new product launches and
it follows this strategy worldwide. Last year AXE successfully launched five variants of New AXE
Score, Dimension, Pulse, Touch, and Vice, featured by an intriguing attraction wrapped up in a
creative settings at Bunderan HI, Jakarta. Apart from its own product launches, Axe has sponsored a
wide range of other events like youth festivals, music shows where it can have an opportunity to
interact with its target audience as well as collect data for its market surveys. AXE has targeted its
products for males aged 16 to 25, hence it has always projected its ads as if fulfilling some wild
experiences which its target audience demands and thus gaining their attention.

Publicity
Getting the girl has never been easier, thanks to the AXE effect. AXE has always promoted this idea
and is evident in all of its advertisements and publicity stunts. Axe has the right storytelling element
and the video reinforces the brands provocative and contrarian personality, without constraints
from TV and radio censors. AXE new products are always awaited among its supporters and the
company has always used tactful strategies for successful launches. Press releases by the company
have always enjoyed a huge audience base and rarely disappointed them on technicalities. It has
always projected its products as cool, fashionable and stylish, these being the attributes customers
want from a product like soaps.
Word of Mouth Marketing
A good product also requires a good promotion strategy. AXE ad campaigns have always been the
talk of the town. The humor in the ads travels from person to person and thus creating a positive
vibe throughout its existing and prospective customers. Through its ads AXE has always tried to
capitalize on the hidden fantasies people have and bringing them up as a subject of discussion.

3) Park Avenue

Park Avenue is one of the many brands offered by the Raymond Group. It provides stylish and
innovative wardrobe solutions and is famous for its good fittings.
Park Avenue, one of the biggest brands in the world of Apparels, Cosmetics & Toiletries is one of the
ventures of the J.K. Helene Curtis Limited. Till date it has been generally successful with all the
products and ranges offered. All this is the contribution of its strong brand equity & a strong PR it
has built over a period of time about its products and has been leveraging that time and again.
Park Avenue Soap is an extension of the brand under the mens toiletries category.
Variants and Packaging
The various Range of Soaps offered by Park Avenue:
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Double Deo Soap

Good Morning Freshness Deo Fragrant Soap
Luxury Fragrant Soap
Cool Blue Fragrant Soap

Interactive Marketing:
The company has a dedicated website known as http://www.parkavenuegrooming.com/mens-
soap.html for promotion of existing AXE product line as well as introduction of the new products. It
also includes an option of experts guide column to engage customers.
The brand has also presence on social websites like Facebook, Youtube, Twitter to reach larger
number of target audience.

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Media Strategy:
In a bid to strengthen its market share, Park Avenue has relaunched its soap brand for men in new
size and fragrances. Supporting the brands activities is Dentsu Marcom, which has conceptualised a
new TVC that seeks to show how a bath can be a completely male experience. The Production House
is Magic Hour Films.
Adrian Mendonza, National Creative Director, Dentsu Marcom, said, Given the brief, the creative
route taken to showcase the product was to highlight the masculinity of the bathing experience.
That single-mindedly was the objective of the launch film to show how a bath can be a completely
male experience. This singular aspect led the execution of the film. The film projects great force,
pace and intensity and all elements used be it the water, lighting or music go to build this.
The objective of the campaign was to showcase the relaunch of the new, all male Park Avenue Soap in a new
size and fragrances. The brief from the client was to generate excitement and buzz around the relaunch of the
new Park Avenue Soap targeted at men, to achieve high level of market share in the mens soap category.
The film begins with cascading jets of water drenching a man in the shower. As the water splashes on him, its
sprays and droplets get accentuated, the sensation adding to a sense of cooling freshness. The man, enjoying
the shower experience, flexes as the water gushes over him, reaching out for a bar of the Park Avenue soap
and playfully tossing it in the air. While he is lathering himself, the aroma of the soap lingers and reaches his
wife, who is outside the bathroom and she wonders what is taking him so long in the bath. Male V/O: New
Park Avenue Soaps, in three masculine, long-lasting fragrances. Its a man thing.
The treatment of the film was completely different. They have used water and lighting like it has never been
used before. From a technical perspective, they shot a lot of hi-speed shots to capture water in all its glory.
During post-production the water droplets were selectively given a slight golden hue to give it a very definite
shine.
What is also interesting is that this is probably the only film using water where they have not used the sound
of water, except in the last shot. However, the track is designed in such a way that people will never miss the
sound of water, but feel that the force of the water is being accentuated. They have kept the music fast paced
and percussion based, completing the film in force and intensity.

Communication Analysis:
Review of communication of Liril.
Liril TV Commercials over time:

The first Liril TV commercial came in 1985 by Lowe Lintas. It showed a waterfall and Karen
Lunel , the model in lime green swim suit frolicking under the waterfall. The ad
communicated that the product is for freshness. The freshness of lime had been associated
with the product. The waterfall also gave a feeling of freshness. The waterfall commercial
and its strategy were around the sensuousness and freshness around the brand and women.
It is related to a woman discovering herself beyond the four walls of her bathroom. That was
the then USP of the brand, which helped Liril become an icon. The first Liril girl, Karen
Lunel, brought in the freshness appeal. Her carefree cavorting under the waterfall
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(incidentally shot at the Pambar Falls in Kodaikanal, Tamil Nadu), was seen to be
synonymous with the womens liberation taking wings in those times. Tagline was Come
alive with Liril freshness.

After the first Liril ad, there have been many such advertisements showing many Liril girls
such as Anjali Jathar in 1991, Pooja Batra in 1993, Ruchi Malhotra in 1994, Preity Zinta in
1997. There have been little modification in the advertisements and all the advertisements
had the same communication- the freshness of lime. The jingles were also same with little
modification in the ad by Preity Zinta.

In 1999 Hrishita Thakkar was shown in an ad which was little different showing freshness of
rain in the Liril Rainfresh. The old jingle was also not used. After that in 2000 came the deep
sea ad which also communicated about the freshness of the soap and showed the lone girl.

Another advertisement came sometime showing romance in a couple which had some sex
appeal. The communication was the same that of freshness. The product had aloe vera along
with lime.

After that there has been a great change in the communication strategy of Liril. The product
and its communication, everything changed. Liril 2000 was introduced. The TVC speaks
about the 2,000 sensitive points in our body that Liril refreshes and rejuvenates. Intimacy
has various meanings that one can define for Liril 2000. However, what it stands for is the
2,000 ways of being clean, fresh and intimate with the family. The recent commercial gives
one a sense of fresh, touchable feel. The focus has shifted from individualist indulgence to
family intimacy. Two ads are there, one showing a a couple and a child, another showing
father and his little daughter.

New Product Launch
We are launching a product for men known as "Liril Men". It is a new variant to fulfil unmet needs.
Basically the product will use its brand equity for brand recall. Lirils new offering is position itself as
a natural care product while cashing in on its brand recall of freshness.

Segmentation Targeting and Positioning

Demographics-
Gender: Male
Age Group: 18-40
Income Class: Middle and Upper Middle class

Psychographics: Gregarious, Ambitious, Experiencers, Believers

Geographic: Tier 1 and Tier 2 Cities
Product features:
Color and Pakaging: Dark Blue
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Need: Premium Quality

Usage: Medium usage rate
User status: Non user, First time user and Prospect
Positioning statement: Liril men is for the male who wants a natural care product that offers
freshness and leaves him confident, energized and refreshed.

Objectives

Change customer beliefs and attitudes towards the brand, as they believe that Liril is a
feminine brand.
Increase brand awareness as back in time it was a well-known brand but now its relevance
has decreased.
Re position itself as a premier soap for men

Creative Brief
1. A. What is the job to be done and resulting marketing objective?
To penetrate the mens soap segment, change mens perception of Liril of just being a feminine
brand. To rejuvenate Liril, aimed to bring back the old memories, using a campaign with the old
jingle and the imagery to bring the brand back to life.
B. What is the communication objective?
Liril communicates a value proposition that the confidence you get after a Liril bath will provide
you energy and enthusiasm. The brand idea of Liril, freshness, is to be communicated in the new
ads or jingles and to create a bathing experience that leaves you confident and refreshed.
2. What insight drives this brief?
Liril has a strong brand equity and it should revive the bath experience with the original jingle
that clicked with the masses. Liril has to once again occupy the premium freshness soap mind
space of the customers.
3. Who is the target audience and what is their media consumption?
Target audience is male in the age group 18-40 in the middle and upper middle income class.
Their media consumption is press , television, radio, satellite and internet.

4. If briefing for a campaign idea: Initial recommendation on disciplines and potential role of
channels to reach and engage their target
Digital Media, Campaigns on social networks and TVC

5. What does the TG think and Do now?
Current Think: Liril is a feminine brand and is now outdated in the market
Current Do: Buy brands that help them give an essence of freshness and confidence

6. What would we like them to think and do in response to the communication?
Desired Think: Recall and reconnect to the tune of the original Lala la la laaa... of the Liril
brand and associate it as a mens soap
Desired Do: Purchase the product and enjoy the bathing experience with new liril for men.
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7. What is the single most important point to communicate?
Change mens perception of Liril of being as a feminine brand. Lirils new offering is to position
itself as a natural care product while cashing in on its brand recall of freshness. Energizing your
body and filling you with confidence.

8. Why should they believe it?
Consumers still have a strong association of Liril with freshness. Liril has a high brand recall and
Liril ads music is at the heart of the brand.

Media Plan and Strategy:

Objectives:
Change customer beliefs and attitudes towards the brand, as they believe that Liril is a feminine
brand.
Increase brand awareness as back in time it was a well-known brand but now its relevance has
decreased.
Re position itself as a premier soap for men

Target Audiences:
Demographics-
Gender: Male
Age Group: 18-40
Income Class: Middle and Upper Middle class
Psychographics: Gregarious, Ambitious, Experiencers, Believers
Geographic: Tier 1 and Tier 2 Cities
Product features:
Color and Packaging: Dark Blue
Need: Premium Quality
Usage: Medium usage rate
User status: Non user, First time user and Prospect

Key Messages:
Liril communicates a value proposition that the confidence you get after a Liril bath will provide you
energy and enthusiasm. The brand idea of Liril, freshness, is to be communicated in the new ads or
jingles and to create a bathing experience that leaves you confident and refreshed.

Communications Tools:
Television: Liril Men should be featured in the television on news channels, sports channels and
most followed channels. Television would be primary source of publicity and the same campaign of

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Liril Men will be synchronized with the other media. The Television advertisement would be a 20
second slot.
Channels Targeted: NDTV India, Aaj tak, Star Sports, Tv9 Telugu( Andhra Pradesh and Telangana),
Set Max, Colors, Star Cricket (During live events), Udaya TV(Karnataka), Sun TV(Tamil Nadu),
Manorama News.

Assuming the average 10-second slot charge in these channels to be 50,000. A 20-second slot would
charge 1,00,000.

Number of Channels Targeted: 10
Number of Programs Targeted in each channel: 2
Number of Slots in each Program: 2
Estimated charge for each slot: 1,00,000

Per month cost for Television Advertising: 10*2*2*1,00,000* 30= 12,00,00,000
Magazine and Newspaper: Liril Men should advertise in following magazines and newspapers
Targeted Magazines: Business Today, India Today, Readers Digest, Outlook, FilmFare, The Week
Number of Magazines: 6
Number of Issues per month: 4
Estimated Charge for a full color page ad in each magazine for the issue: 50000
Estimated cost of Advertising in Magazines: 6*4*50000= 1200000
Targeted News Papers: Dainik Bhaskar, Times of India, Economic Times, Prajavani( Karnataka),
Eenadu( Telangana, Andhra Pradesh), Dina Thanthi(Tamil nadu), Malayala Manorama( Kerala),
Dainik Jagran
Number of News Papers: 8
Number of advertisements in a month: 15
Advertisement Size: Half Page 33*25 cms
Estimated cost: 2,00,000
Total estimated cost for a month: 8*15*30*200000= 7,20,00,000
These magazines and newspapers segment similar shapes in terms of buyer segmentation so
efficiently attractive the awareness of the Liril Men

Total Advertising Budget for one month:
120000000+1200000+72000000=193200000
The budget will get reduced dramatically when purchased is done in bulk for one year(i.e. mass
discounting).

Internet and Interactive Media:

Internet could be a source of enhancing brand awareness and also generate sales through E-
Commerce Websites.

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E-Commerce: E-Commerce websites should be made as one of the means of generating sales. Below
mentioned websites should be targeted for listing Liril Men soap for sales

BigBasket.com

Flipkart.com

Amazon.com

Snapdeal.com

Social Media: Campaigns would be run through social media channels like Facebook and YouTube.
These campaigns can be promoted to reach the target audience.

Create a Facebook Page
Campaigns should be in synchronous with the other media as well
Run online events

Campaigns :
The company will customers to Instagram their Liril Freshness Moment Of The Day and
create a print ad out of them.
Liril would launch a promotional campaign in which the participants will be asked to make a
video jingle with lyrics, to the tune of the original Lala la la laaa... . This will help the
brand reconnect with youth through their participation.

Sales Promotion:

Sales promotion, a key ingredient of in marketing campaigns, consists of a collection of incentive
tools, mostly short term, designed to stimulate quicker or greater purchase of products.
Consumer Promotion:
Consumer promotion tools are used to incentivize the consumers to purchase the product.
Consumer Promotion tools that may be used:
Given below are some offers that may be used for Liril Men:
1. Packs of 3 soaps at a discount:
Packs of 3 soaps of 100gm at a discounted price of Rs. 100 which would otherwise cost Rs.
120(Rs.403).
2. Flat discount:
Rs. 5 off on 100gm unit and Rs. 10 off on 125gm unit.
3. Free soap strips with magazines for trial by consumers.
4. Free gifts:
Soap case free with two 125gm pack.
5. Offers on packs, lucky winners get free visit to some beautiful waterfall Liril waterfall.
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6. Lucky winners get free Scuba diving opportunity.

Effect of Consumer Sales promotion:

Increase in volume of sales

Loyalty generation customers buying packs of 3 soaps will use it for a longer period and
will develop habit of using it
Trial by customers in case of discount
Increased sales during off season and also pick season

Trade Promotion:
Trade promotion offers are given to retailers and wholesalers to incentivize them to sell a particular
product.
Trade Promotion Tools:
Some of the tools that may be used are:
1.
2.
3.
4.

Discount on bulk purchase

Incentivizing sales by rewarding on the basis of level of sales
Providing shelves, displays and other decorative items to retailers
More discount if products are displayed in a manner in which consumers notice easily

Benefits of trade promotion:

Increase in sales
Loyal retailers
Advertising through displays at point of purchase

PR Activity:

Press releases and Social Networking tools to make people aware that Liril is launching Liril
for Men and the product features
Publicize the news of events conducted by Liril (experiential marketing events) through
internet and social networks
Events like Liril Smart Look may be organized in colleges and these may be made popular
through social media
The events like free Scuba diving etc. has to be published in blogs, articles section of Liril
website and other social media platform like twitter, facebook etc. Lucky winners may share
their experience on social media
You tube content for new product features and activities of Liril soap may be generated
Liril freshness campaign at various cities may be organized
Hire a well known PR agency to manage the activities

Benefits- Generate more awareness about the brand and its activities in a more credible way.

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Alternative Marketing Strategy

Experiential Marketing:
Experiential marketing helps consumer to experience the brand. It generates a level of
bonding and involvement with the brand, something beyond the product.
Events Liril may organize events like water games and water sports at various water parks
throughout the country for males in the age group of 18-25 years. These events may be organized in
summer and around the theme of freshness. Buzz about these events need to be created in social
media.

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References:
1) http://www.digitalimpulse.in/insights/tag/hul-marketing-strategy/#.VK_s6tKUfPI
2) http://www.lux.com/in_en/ourstory/default.aspx
3) http://www.ukessays.com/essays/marketing/integrated-marketing-communication-
of-dove-company-marketing-essay.php
4) http://www.digitalimpulse.in/insights/tag/market-share-of-hul-soaps-in-india/
5) http://articles.economictimes.indiatimes.com/2009-08-
05/news/27648888_1_karen-lunel-brand-liril-brand-ambassador/2
6) http://www.hul.co.in/mediacentre/newsandfeatures/2012/HUL-launches-Axe-Soap-
Bar-for-Men.aspx
7) http://www.theaxeeffect.com/
8) http://www.parkavenuegrooming.com/mens-soap.html
9) http://iims-markathon.blogspot.in/2010/09/park-avenue-brand-extension-
strategies.html
10) http://www.exchange4media.com/36575_park-avenue-seeks-to-script-a-new-soap-
story-for-males.html

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