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BRAND

BRAND
REVITALIZATION
REVITALIZATION

GROUP
5
GROUP
5
Gaurav Gupta (64)

Gaurav Gupta (64)


Milind
Agarwal
(76)
Milind Agarwal (76)
Navdeep
NavdeepSehrawat
Sehrawat(77)
(77)
Rahul
RahulRaina
Raina(84)
(84)
Simran
SimranSingh
SinghVohra
Vohra(95)
(95)

Background
Background

Before 1970s

Era of License Raj


Limited companies into soaps category- TOMCO, Calcutta Chemicals,
HUL and J&J
Local brands- Chandrika, Medimix
Soaps focussed on products and ingredients

1975

The freshness soap-Liril


Blue vs Green Liril
Soap- From problem solving to bathing experience
Freshness- Lime, Waterfall
Boldness- Bikini Clad model, Unique sound track
Timing- Women Liberation and Independence

Brand Communication
Escape to fantasy for Indian housewives
Aspirational possession
Potential Customer- Young Women
Background- Natural High Energy Waterfall
Theme- Young, vivacious girl having waterbath
Promised benefit- Freshness experience
Promised support- floating slicy juices of lemon
Voice Over- Come alive with Liril Freshness

Premium brand
Instantly gained 14% market share
Among the top three selling soaps
Top performer till 1990s

After 1990s
The girl in waterfall ad continued for 12 years
Failed to connect with new users

Lost Novelty due to brand clutter trap


Lost 35% in sales volume
Generic offerings
Conventional customer aging
Shift from experience to functionality
Lack of differentiation

1996
Liril Active
Shower Gel
1994

Cologne
Variant

2002
Liril
Rainfresh
1999

Liril Icy
Cool Mint
Fresh

2005
Liril Orange
Splash
2004

Launched Liril
2000- Family
soap

Shifted media
mandate from
Lowe to Mc
Cann Ericsson
2007

2009
Shifted back
to Lowe
Lintas

1975

Brand Communication

2009

2015
Market share for Liril has declined from 14% in 1975
to less than 1% today
Tumbled down badly from its top 3 position
All launches in different product categories have
failed

Unilevers Perspective of revival

Fragmented and highly competitive market of soaps


Building a new brand is extremely tough
Dove, only successful brand in last 20 years
Revive the brand to be a significant player even if
not to the level of its heyday

Questions
Why was the brand revitalized?

Answers

Easier to revive brand than to make a new one


Regain the lost market share
Prospective strong brand

What problem was the management trying to solve? Lack of differentiation


Gap in brand image and brand identity
Poor brand communication
What was the revitalization strategy?

Bringing back the brand communication, which


established them as market leader

Was the effort sound and successful? Why or why


not?

Previous attempts of revival proved futile


Recent revival attempt is yet to show any substantial
results

What lessons or take-ways does your example offer Brand revival is a tough job to carry out, even if you
for revitalized brands?
have the cash reserves and marketing expertise of
HUL
Meticulous and compatible product extensions are
vital
Moving away from core proposition of the product
can lead to product and brand inconsistencies

History
History
Onida was founded in 1981
Onida is a brand best remembered for its unique mascot
the green devil with horns, long nails and spiky tail
slithering across television screens.
The consumers loved the devil and identified Onida with
the devil.
Onida was the first brand to advertise in Television that is
to create a TVC about TV in Television.
This slogan or tag-line was instrumental in giving the
brand an identity or class in the market.

Success
Success Story
Story
During the 1980s and early 1990s buying just to show off or to establish self-esteem in the society was the
in thing.
People were tuned into buying things just to bloom their pride and flash their life styles
The base line or the copywriting proved successful because it was derived from the analysis of middle-class
mentality prevailing during those days.
Colour TV was considered a part of elite lifestyle
This famous tagline of Onida very precisely targeted this insecure mentality and inferior complexity of the
middle class and upper middle class

ique Conceptualization
nique
Conceptualization
Onida was not only recalled just for its tagline but because of its catchy advertisements featuring a devil
incarnate (as a bald man with two horns and a tail) in the 1980s.

The
The Failure
Failure
Korean heavyweights such as LG Electronics
and Samsung came to India with aggressive
pricing and distribution strategies and
conquered the consumer electronics market
Internal Management Problem: A Brothers
Envy Owners Pride
Changing Advertising and Taglines: Problem
worsened with changing Ad agencies
Aging Customers Base: Brand Amnesia
No After Sales Service Provided

Revitalization
Revitalization
Onida stopped using the devil as its icon but after seeing the sales and brand identity suffer, the company
thought of re-introducing the devil in 2004
They observed that a lot of misbranding was the result of not using the devil as Onidas face for eight years.
As soon as they reintroduced the devil in 2004, their sales shot up. People again started recognizing the
uniqueness of Onidas brand positioning in the market
Having identified its new growth drivers MIRC has also tripled its ad-spend to Rs 150 crore in 2011,
primarily targeting the mass media for brand rebuilding.
Nearly one-third of the revenues of around Rs 2,000 crore in 2010-11 came from sale of air-conditioners.
Onida first launched its washing machines online, Amazon, Snapdeal and Paytm, too, are emerging as
critical online marketplaces for these comeback brands.

Revitalization-Future
Revitalization-Future Strategies
Strategies
SOCIAL MEDIA CAMPAIGN
BIG SCREEN BIG ENTERTAINMENT
I GENIUS
E-COMMERCE

Thank You

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