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Size of FMCG industry is about Rs.

200,000 crores in FY 2013 out of which 40% of the sales are in


rural areas.
CAGR : 16%
This sector depends on various factors such as penetration levels, per capita consumption, per capita
increase in income, urban-rural proportion etc.
Despite high penetration levels in the soap category, per capita consumption of soaps is low. Per
capita consumption of skincare products in India is Rs. 20 as compared to Rs. 353, 843, 903 in
Argentina, USA and UK respectively. This shows that there is an enormous potential to grow by
adding consumer base and/ or by changing consumption pattern.
When it comes to FMCG, a brand that offers a wide range of options to choose from may be more
desirable than a brand that offers only limited options.
A brand that continuously innovates and appeals to the needs of its consumer base is likely to
perform well. As far as product portfolio of Liril is concerned, there is lack of variety in its product
portfolio.
Over the years, Liril has changed its positioning from soap for women to a family soap. The
symbolic value that women related to with the girl under the waterfall seems to have been lost.
Liril still offers freshness as its essence but the protagonists in the advertisements no longer appeal
to the target segment. (add ur part on new advertisement)
Reach of the brand is an important factor that can affect its growth. Bottom of the pyramid is a
lucrative part of the market that must be targeted. It is estimated that the contribution of rural
customers to overall FMCG sales has increased over the years, which reached 31% in 2012. An
increasing proportion of rural consumers now want to look and use products like their urban
counterparts. This trend can be exploited well. The role of awareness campaigns is particularly
important in this regard.