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BRAND
REVITALIZATION
REVITALIZATION
GROUP
5
GROUP
5
Gaurav Gupta (64)
Background
Background
Before 1970s
1975
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
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
Questions
Why was the brand revitalized?
Answers
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