Words: 2694
In the early ass a market research agency found out that housewives had typical needs of fantasizing. Their fantasy was turned Into reality in the Lira ad. At least 30 years ago, a team of managers appointed by Aguish Copra,the then marketing director of Hindustan milliner (HULL), to create freshness soap In premium price segment attempted a blue soap that promised fresh mountain breeze. A brainstorming session steered by late marketing guru shun seen was held to find out what freshness meant: like walking barefoot on marble being sprayed with a jet of manufactured by Hindustan Lever Limited in India.
Lira launched a blue variant called Icy Cool Mint minion. It also tried launching an Orange variant, called Lira Orange Splash in India in 2004. Neither of these variants created much splash in the market. The company even changed agencies handling the brand, from Lowe to McCann Erickson before going back to Lowe. Lira has been having a static market share for quite some time now. Majority of their sales happen during summer. Pretty Zinnia, among others, has advertised for this product. LIRA, the well-known HALL brand captures 2. % of the market share.
The moment of liberation that lira provided was well accepted by the women of India and not only did the ad become popular; lira became premium soap overnight. The brand became a market leader in the category of premium freshness soaps within a year of its launch, overtaking brands like Control and Moser sandal. Since decades anybody watching the advertisement for Lira soap could see only a girl playing with water which was considered to be a sign of freshness. That was how Lira has being positioned since ages in the minds of the consumers. The lime concept of Lira 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. HALL wanted to launch new fragrance in Lira however it was very difficult for the company to break this image in the minds of the consumers. The lime concept of Lira was strongly built in the minds of the consumers and changing this brand image was something that was really challenging for HALL when it thought of venturing into other areas. With all these changes the company somehow had to change the commercial so that the brand image also gets changed.
Finally HALL with the help of Lint as has made this. The first ‘Lira girl’, Karen Lune, brought in the freshness appeal. There were several others who followed her over the years- Annexes Dalai, Paola Bator, Hardship Bath, Tara Sahara, Dippier Podunk, Died Palatal, and Pretty Zinnia too. The brand also saw the introduction of quite a few variants- Icy mint, Orange Lira, etc. Meanwhile the market was heading towards niche segmentations where products were positioned in consumer’s mind in such a ay so as to offer particular benefit. E. G. Pears – The Gentle soap.
Lira’s idea of ‘freedom from usual routine’ failed to create an idea of freedom as against the ads of competitors that ideate well to the single benefit being offered to the consumer. At this point, Lira weathered rough waters with rejuvenated ads addressed to the new generation woman living a fast paced career oriented life thus recovering the much of lost market share. Lira’s growth was sparked by the new addition – Lira Icy Cool Mint. Ice Try Karaoke? This new variant refreshed the 25 year old brand’s equity of rashness and exuberance of youth.
Lira’s bold communication is well known even till date, 25 years after its birth. It’s a symbol of Juvenile exuberance and an expression of freedom and freshness. Its sonic branding works wonders on consumer’s brain cells and is tantamount to the graphic, logo and line! Just the sound of Jingle transcends a whole new world of Lira freshness freedom. Hindustan Lever (HALL) had awarded the Lira account to advertising major McCann Erickson, taking it away from Lowe India (erstwhile Lint’s) in a keenly-contested pitch. The freshness soap from the
HALL stable, which had stayed back with Lowe India for 30 years ever since the time it started its life as Milliner’s in-house agency (Lever International Advertising Service was set up by Lever Brothers way back in asses), Lira was as much a part of the Low’s own signature, what with the brand’s iconic girl-under-the-waterfall imagery crafted by advertising guru League Padres. The movement marked a landmark turn in the brand’s history as Lira owes its success as much to Lowe, as to Hall’s reputed marketing acumen.
A dramatic change was seen in Lira’s advertising (which emphasized on freshness, youth and exuberance), when the waterfall girl was replaced by a young couple with a slow humming Jingle ‘L-e-RA-e-RA’. MAJOR PLAYERS IN THE MARKET Soap Industry is a highly competitive industry with many competitors offering similar products at lesser costs. Lira has always had a competition from brands like Control, Delete, Naira and Lifebuoy. Because of the high competition market share has fallen from an earlier 14% too mere 1. 3% of the soap industry in the country.
Companies like Godard Soaps, Naira and Caving Care are gaining market share at the Hall’s expense in their respective product categories. This is likely to affect both the top line and the bottom line, since personal care products are high margin products. Naira Lime Fresh, launched in 1977, was head-on competition for Lira. Marina’s advertisement was directly in league with the famous Lira advertising campaigns, and thus the brand scored over Lira. Naira continues to gain volumes by passing on cost benefits to the consumers. Delete is a product from Recruit benefices which was launched in 1933.
Ltd. Let targets every upper Indian middle class family. It positioned as a soap which makes family Surrealist”. Under severe grip of plague during mid- asses. Its positioning in the market was clear with a promise that it kills germs and keeps the body healthy. MARKET LEADER AND MARKET SHARE The Indian Soap Industry includes about 700 companies with combined annual revenue of about $17 billion. Major companies in this industry include divisions of P&G, Milliner, and Dial. The Indian Soap Industry is highly concentrated with the top 50 companies holding almost 90% of the market.
The market size of global soap and detergent market size was estimated to be around 31 M tone in 2004, which is estimated to grow to MM tone in the coming years. Toilet soaps account for more than 10% of the total market of soap and detergents. In Asia, the countries like China and India are showing rapid growth in the toilet soap section. Market share of body wash was estimated to be around 2% in 2004 and is showing signs of healthy growth in these markets. Indian’s soap market is RSI 41. 75 billion. The leading brands in the market are Dove, Pears, Lug, Delete, Lira, Reason, Lifebuoy, Naira, Palmolive and Ham and Control.
Market can be divided into four price segments: premium, popular, discount and economy soaps. Premium soaps are estimated to have a market volume of about 80,000 tones. Top Leading Companies In the RSI 4,800-core Indian toilet soaps market, the lead players include: HALL Godard Consumer Products Ltd Colgate Palmolive Ltd and Wiper Consumer Care Lug is a global brand developed by Milliner. The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. Lug started as “Sunlight Flakes” laundry soap in 1899. In 1924, it became the first mass market toilet soap in the world.
It is noted as a brand that pioneered female celebrity endorsements. As of 2005, Lug revenue is at 1. 0 billion Euro, with market shares spread out to more than 100 countries across the globe. Today, Lug is the market leader in several countries including Pakistan, Brazil, India, Thailand and South Africa. Product A product is anything that can be offered to a market to satisfy a need or want. Products that are marketed include physical goods, services, experiences, events, persons, places, properties, organizations, information and ideas. Product Classification ; LUG is a Tangible, Non Durable Good on the basis of this classification. there soaps fall into the category of Convenience Good Price LUG and If price is too high then a company may never sell a single item of it. If price is too low then one can lose money on every sale once all of costs of doing business are considered. Therefore the key is to price it in such way that it appears attractive to the customer as well as profitable to the company. HULL seems to have mastered this idea. Prices of HULL are considered the most competitive in Indian market. The main fact for this huge success story is the strategic pricing decision the company has adopted from time to time.
HULL always gives value for money to their consumers. It is known for its competitive pricing. It has the advantage of quoting a reasonable price due to its economies of scale. HULL also can quote a very competitive price due to its superior technology and optimum utilization of inventory. It has the product range that meets the needs of all classes of consumers. It has the products that are categorized as premium and mass products. HULL matches its prices with the competitor who is operating in the same category. HULL also gives price offs on its products to reward consumers who are sing it for a long time and also to attract new consumers.
Lug has versions in all the three price segments: Lug Crystal Shine RSI 17 Lug Festive Glow RSI 15 Mint Lug 5 PROMOTION Promotion is an important marketing force that provides an extra incentive (usually short term in nature) for consumers, the trade, the sales force and other influential groups. Promotion ranks with advertising and selling efforts as one of the major activities that can be utilized in the marketing of packaged goods. Promotion is directed not only to consumers or the trade but also to the occasion to the sales force ND other influential groups. The great Indian brand wagon of Lug started nearly 4 decades ago.
Great brands sometimes outlast their ambassadors as proven by Lug which celebrated its 75th anniversary in India. The first ambassador Ella Chitin’s featured in a Lug advertisement which flagged off the Lug wagon. She gave way to a galaxy of stars which include Mothball, Margins, Mean Kumara, Mall Sinai, Hem Malign, Keenan Mama, Juju Shawl, Madrid Digit, Sharing Aria Backchat, Karen Kapok,Prank Copra and most recently Strain Skiff. The last frontier for most actors aspiring to stardom is becoming a Lug ambassador. The brand has outlasted many soaps. From the beginning, Lug became a household name in the country.
Lug campaigns have wooed millions of people over the decades. Popularly known as the beauty soap of film stars, Lug has been an intimate partner of the brightest stars on the silver screen for decades. An ode to their beauty, an announcer of their stardom, advertising campaigns on Lug have featured film stars across the nation, promising their beauty and complexion to common women. Place Cutting-edge distribution network. HI-Oil’s distribution network is recognized as one of its key strengths that which alps reach out its products across the length and breadth of this vast country.
The need for a strong distribution network is imperative, since HI-Oil’s corporate purpose is “to meet the everyday needs of people everywhere. ” To meet the ever-changing needs of the consumer, HULL has set up a distribution network that ensures availability of all their products, in all outlets, at all times. This includes, maintaining favorable trade relations, providing innovative incentives to retailers and organizing demand generation activities among a host of other things. HULL boasts of placing a reduce across the country in less than 72 hrs.
Lifebuoy entered Indian shores as an effective disinfectant, when the. Country was under severe grip of plague during mid- asses. Its positioning in the market was clear with a promise that it kills germs and keeps the body healthy. PRODUCT It was launched as a carbolic red soap which symbolizes health and hygiene. It has a very strong brand image. It reclassified its products by introducing new variants. PRICE It is sold to lower and middle income group people. Hence, it is priced at comparatively low price. Most variants sold at MR. RSI. Al per piece. It is positioned as a ‘health d hygiene’ soap in the market.
Initially the product was promoted by sportsmen-Life Football Players. Now Lifebuoy is promoted as a family soap for both male and female. PLACE Lifebuoy has a strong distribution channel. It has approximately 2000 suppliers all over India. The product is produced at 80 different factories. The company has got one million direct outlets and 6. 3 million outlets in total. II/PIECE DELETE Delete is the trade name for a line of hygiene products manufactured by Recruit Benefices. The Company has operations in 60 countries, sales in 180 countries and et revenue in excess of $5. 5 billion.
As a brand, it is ranked the 48th most-trusted one in India by The Brand Trust Report 2011. The product is offered in 5 variants (2 SKU – 115 GSM and 70 GSM): ; Original: Contains essence of the Delete antiseptic solution ; Skincare: Contains moisturizer for Skin care. ; Active: Contains Active cleaning agent for Active cleaning. ; Fresh: Contains Fresh scent for a Fresh feeling. ; Sensitive: Contains Skin-friendly ingredients for Sensitive skin. PRICE Delete soap is priced at retail price of RSI. 38. 00 (115 GSM) and RSI. 26. 00 (70 GSM) which is at a premium of RSI 3 and RSI. O its competition (Safeguard and Lifebuoy). Discounts and allowances ROB give a special trade offer on Delete Soap of 2% during the summer season so as to maximize loading in the channel and improved distribution when demand (consumer pull) is maximum. In addition, for the months of June to August – ROB runs a special consumer promotion pack of three Delete Soaps (in one package) with a RSI. 19 price off on a purchase of three soap bars. Delete adopted a different kind of strategy for the promotion of its product. It opted for communication through advertisement, campaigns in colleges and schools, connection and tie up with IMAM.
Supply of delete soaps and antiseptic liquid in large quantities to flood hit areas. PLACE Delete soap has also planned an in-store placement strategy to promote and market their product so to have maximum visibility to the consumer; they have assigned dedicated shelves to the product and are also promoting their product in metro and macro as well. Their placement strategy is mainly focused on Гё Place Delete Soap next to Safeguard Гё Equal or more is facing than Safeguard. Гё Place between Lug & Safeguard where Possible. Гё Build brand block wherever possible.
LUG Strong marketing research (door to door sampling is done once a year in rural and urban areas). Availability of many variants (Almond oil, Orchid Extracts, Milk Cream, Fruit Extracts, Sandalwood oil, Saffron etc). Strong sales and distribution network backed by HALL. Strong brand image. Positioning focuses on the attractive beauty segment. It has a mass appeal/market presence across all segments. Dynamically continuous innovation of the product and brand rejuvenation-new variants (LUG white spa body wash). Innovative Promotions (22 carat gold coin promotion-chance hail). LIFEBUOY
First soap to use carbolic acid, which gave it a red color and strong, medicinal scent. Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitized and Hand Wash. High consumer awareness for the brand of Lifebuoy. Most popular soap brand especially in the rural market. Excellent brand visibility and extensive distribution. Trustworthiness (ART). Excellent for treating skin irritations, cuts/bruises and seasonal applications. Brand comes from a reputable (old) company. Loyal following of ‘Original’. Increasing popularity of Delete soap as a germ killer and hygienic soap.