SWOT Analysis of Liril 2000 with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Personal Care – Soap
Refreshes all 2000 body parts; Come alive with freshness; That real lime fresh
Washes away germs and Keeps you touchably clean
Personal Care Bathing Soap
New Liril 2000 makes every part of your skin come alive with freshness
1. Liril is one of the oldest and popular soap brands 2. Has been consistent in bringing alive freshness 3. Liril has managed to create breakthrough advertising over the years
(like Liril Girl) 4. Excellent distribution network across India
1. The end of the glamour girl era for Liril and the move from 'freshness' to 'rejuvenates 2000 body parts' is perhaps an indicator of its troubled status 2. The renaming to ‘Liril 2000’ is a move to blend it with the international brand ‘Lever 2000’ 3. Intense competition in the soap market
1. The brand renaming offers a newer audience and generation as the target market, as compared to the older name 2. Make use of the existing Liril legacy and the current blend with the international brand can be used to tap into the market further and increase market share 3. Better and smaller packaging to target new markets and tieup with hotel chains and corporate
1. Highly competitive industry with many competitors offering similar products at lesser costs 2. Internal competition from brands like Lux and Lifebuoy 3. Market share has fallen from an earlier 14% to a mere 1.3% of the soap industry in the country
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