HUL's Mobile Radio Service – Connecting with Customers in Media-Dark Locations

Details

Case Code : CLMM114
Publication date : 2015
Subject : Marketing Management
Industry : FMCG
Length : 04 Pages

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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:

» Innovative ways to connect with customers in developing markets.
» Reaching customers in media-dark locations.
» Emergence of mobile marketing channel.
» Creating brand awareness using innovative methods.

Introduction

With the largest distribution network in India, Hindustan Unilever Limited (HUL) one of the major Fast Moving Consumer Goods companies in the country had succeeded in reaching 6.4 million retail outlets as of 2014 . These included several located in the rural hinterlands. Despite the fact that many areas in the country had access to its products, HUL found itself with a problem on its hands – it could not communicate its message to consumers in these locations. This was because the areas in which they lived had little or no media presence. Several villages in India did not receive television or radio signals....

Key words:
HUL, mobile radio, Kan Khajura Tesan, media dark locations, building brand awareness, innovation, reaching target markets

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