New and innovative approaches had been persistently pursued at Hindustan Uniliver Limited to connect with rural customers in India. However, like many players in the marketplace, the organization found it challenging to reach specific areas. Popular media stations like television and radio were obstructed in rural India, and power reductions farther reduced the reach of electronic media.
Despite these hurdles mobile penetration was growing and comparatively high. Should it introduce a dedicated mobile marketing channel, whereby customers could receive both advertising and amusement by making missed calls? Were customers prone to pick a mobile phone-based entertainment station? Would it be a sustainable media for creating long-term brand recognition among target customers? Rakhi Thakur is associate with SP Jain Institute of Research and Management.
PUBLICATION DATE: July 24, 2015 PRODUCT #: W15323-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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