Hindustan Unilever Limited: Mobile Marketing in Rural India – Kan Khajura Tesan (B)
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Publication Date:
July 24, 2015
Industry:
Retail & Consumer Goods
Source:
Ivey Publishing
Hindustan Unilever Limited (HUL) had always focused on new and innovative ways to connect with rural customers in India. However, like many players in the market, the company found it challenging to reach certain areas. Popular media channels like television and radio were limited in rural India, and power cuts further reduced the reach of electronic media. Yet mobile penetration was relatively high and growing. Inspired by the success of its mobile “missed call” marketing campaign for Wheel detergent, HUL was considering extending the campaign to all of its brands. Should it introduce a dedicated mobile marketing channel, whereby customers could receive both entertainment and advertising by making missed calls? Were customers likely to choose a mobile phone-based entertainment channel? Would it be a sustainable media for creating long-term brand awareness among target customers?
Rakhi Thakur is affiliated with SP Jain Institute of Management and Research.
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Hindustan Unilever Limited: Mobile Marketing in Rural India – Kan Khajura Tesan (B)
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