liril Competitor Strategy GCPL continued to invest heavily to support new product launches.

They launched a new variant underGodrej No.1 - Lime and Aloe. They have now decided to hike prices of some brands that means theywould like to maintain profitability while playing volume game. ITC has continued to invest heavily in new products. They have been fast in launching new soap brandslike Fiama di Wills in premium, Vivel in the popular, and Superia in economy category. Innovation & Acquisitions: FMCG majors are increasingly focusing on expanding their global footprint by acquiring companies inniche segments to fill gaps in their product portfolio. The companies are also increasingly spending moreon Research and Development (R&D). ITC is investing heavily on R&D to launch new innovative products. It has recently launched gel bathingbars under Fiama Di Wills brand, a breakthrough made through its unique patented freezing technology. Godrej Consumer's (GCPL) acquisition of Tura, an African personal care brand from Tura Group, is asignificant development. Functional Strategy for Liril SWOT Analysis for Liril STP Analysis Segmentation We are adopting benefit-based segmentation approach here. The market is segmented as: Benefit sought Beauty NaturalCream(Moisturizing)Medicinal GlycerinBasicCleansing Example LuxSantoor, Margo,Medimix,Dove,Doy CareDettol,SavlonPears,EmamiLifebuoy,Nirma Strengths 1.High brand awareness, Strong Brand Equity2.

A distinct market position through Freshness as diffentiator for the soap3. Vast distribution network of HUL 4. Good Research & Development capability of HUL Weakness 1. Many brands in

the category (Godrej, Nirma, ITC)2. Premium Price of the Soap3. Low Market Share & Low Market Penetration.4. HULs own brands may cannibalize Liril( Breeze, Lux, Lifebouy) Opportunity 1. Big

untapped market especially Rural Areas2. Freshness has not been explored much as USP3. Usage of Soap as alternate to face wash4. High Growth Potential5. Expo category 4. Seasonal sales

for btand like Liril5. Preference Based on demographics, Rural Markets can be segmented as: TARGETING - Target for Liril would be Households from Consuming and Very Rich Classes as defined inthe above grid and SEC R1 and R2 in the above SEC classification. However, the Target group would primarily be rural women in the age group of 15-30 yrs.

POSITIONING (by Attributes & Product Benefits)-Other than Cinthol, there are not any brands whichproject freshness as their unique benefit (Cinthol is generally perceived as a male brand ).This gives agood opportunity to position Liril as a freshness soap for young women. The freshness quotient will be the key differentiator in the crowded soap market. Differentiation can alsobe created in terms of Product Design ( Color, Fragrance, Packaging, etc.).

4P Strategies (PLC based) : PLC Stage :=> Growth Matuarity Decline PRODUCT: Growth The Lime variant should berelaunched with improved fragrance. Icy Mint should bemore rich in cream content. Matuarity Shape of bar should beinnovated. Colours such aslight green, yellow, Pistaetc. to be tried. Decline Only basic variants(Lime & Mint) to becontinued. Line shouldbe pruned. PRICE :

GROWTH Price should be affordable.( Very recently, price of Lirlwas increased to Rs 22/75gm) MATUARITY 75gm and 50gm SKU should be priced just below Cinthol. 100gm SKU maybe priced a bit higher. DECLINE Price can be slashed occasionally to makequick, seasonal sales. PLACE: GROWTH Existing distribution channelwill suffice. Intensivedistribution. MATUARITY Liril can be tied with: a)other soaps in HULsportfolio e.g. with Lux, b)other toiletries productssuch as deodorants. DECLINE Selective distribution,e.g. through select kiranashops, super markets etc. PROMOTION : : GROWTH: Can be bundled with: a)Cosmetics products,e.g.Fair & Lovely,and b) feminine hygiene products,e.g. Stayfree. MATUARITY Price discounts can begiven (e.g.Rs 2 less).Combo packs can beintroduced (e.g. Soap + Deodorant at less prices). DECLINE Offers (Buy 3, Get 1FREE ) can be given. Product Mix Strategy More SKUs (50gm, 100gm) should be added to increase the depth of the Liril line. Currently, they are soldin 75gm SKUs only. To induce trials, special pack sizes (30gm in Rs.10) should be introduced.