Case Code : CLMM114
Publication date : 2015
Subject : Marketing Management
Industry : FMCG
Length : 04 Pages
Short Case Study Price: INR 300;
Abstract:
Hindustan Unilever Ltd (HUL), Indian arm of the Anglo-Dutch FMCG major Unilever plc, had a presence in India since 1933. The company, through its wide distribution network managed to reach every nook and corner of the country. At the same time, it faced a problem of not being able to communicate with its customers in the rural hinterlands due to absence of media in those areas. In order to reach the customers in media-dark locations, HUL came up with an idea of reaching them through mobile phones...
Issues:
Introduction |
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Key words:
HUL, mobile radio, Kan Khajura Tesan, media dark locations, building brand awareness, innovation, reaching target markets
* This caselet is intended for use only in class discussions.