Liril 2000 SWOT Analysis, USP & Competitors

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SWOT Analysis of Liril 2000 with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Liril 2000

Parent Company

HUL

Category

FMCG

Sector

Personal Care – Soap

Tagline/ Slogan

Refreshes all 2000 body parts; Come alive with freshness; That real lime fresh

USP

Washes away germs and Keeps you touchably clean

STP

Segment

Personal Care Bathing Soap

Target Group

Younger generation

Positioning

New Liril 2000 makes every part of your skin come alive with freshness

SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

Competition

Competitors

1. Lux
2. Fiama Di Wills
3. Godrej Cinthol


The table above concludes the Liril 2000 SWOT analysis along with its marketing strategy and brand parameters.

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