<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-PHTV9K7" height="0" width="0" style="display:none;visibility:hidden">
Loading
Skip to Main Content
Product cover image for Hindustan Unilever Limited: Missed Call Mobile Marketing in Rural India (A)

Hindustan Unilever Limited: Missed Call Mobile Marketing in Rural India (A)

Rakhi Thakur

Product #:9B15A037
Supplier:Ivey
Discipline:International Business, Marketing
Setting:India, 2013
Details:Case (PDF) • 5 pages • 2015-07-24

Subjects:

Management communicationManagementBusiness managementSales and marketingInternational businessMarketing

Industries:

Goods, trade, and consumer services

Geography:

IndiaAsia
Your Price:$9.71

Purchase this material with a free Educator Account and enjoy more benefits:

  • Free Educator Copy
  • Free Teaching Notes
  • Build your coursepack
  • Discounted academic price

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?

Learning Objectives

Students will learn the following:
  • To examine the role of the value delivered to consumers through interactive and mobile marketing platforms and content in influencing campaign success.
  • To analyze the objectives of mobile marketing strategies, whether to get consumers to take action (behavioural) or to entertain (attitudinal/brand building).
  • To understand the enablers to adoption of innovations and the role of marketing communications in facilitating the process.
  • To examine differences in consumer responses to/adoption of mobile marketing campaigns across different regions, and to illustrate the factors that might lead to these differences.
Loading
Case Study: Hindustan Unilever Limited: Missed Call Mobile Marketing in Rural India (A) (English version) | Ivey Publishing