Hindustan Unilever Limited: Missed Call Mobile Marketing in Rural India (A) Harvard Case Solution & Analysis

Hindustan Unilever Limited (HUL) had consistently focused on new and innovative approaches to connect with rural customers in India. Nevertheless, like many players in the market, the business found it challenging to reach specific places. Popular media stations like radio and television were limited in rural India, and power reductions further reduced the range of electronic media.

Yet mobile penetration was relatively high and growing. Inspired by the success of its own mobile "missed call" marketing campaign for Wheel detergent, HUL was considering extending the campaign to all of its own brands. Should it introduce a dedicated cellular marketing channel, whereby customers could receive advertising and entertainment by making missed calls? Were customers likely to choose a mobile phone-based entertainment station? Would it be a sustainable media for creating long term brand recognition among target customers? Rakhi Thakur is affiliated with SP Jain Institute of Research and Management.

PUBLICATION DATE: July 24, 2015 PRODUCT #: W15321-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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