Question 1.

Who are the target customer segments in this case? Why?

Answer 1.

The target customers in this case is Rural Population in India. The case focusses more on the dull and
deprived population of Indian Rural segment who are not able to enjoy proper connectivity of
electricity as well as have a hard time to have internet access. It is a common type of segmentation
based on the demography and geography of the area. What we need to focus here is that the
segment is huge and it may have variation throughout the country.

Reasons:

1. Rural marketing efforts had been made by company time and again but due to less access
and resources in these areas, it was hard to have an impact.
2. The case mentions that about 0.8 million of the 1.2 million people in the country resided in
the rural area. This means a huge source of customers base and thus the revenue.
3. The campaign provided a win-win situation to the rural as opposed to the urbans.
4. Market penetration had always remained lower and thus it seemed to be a profitable
situation for the customers.
5. Mobile reach was more and was growing at 20 percent rate as compared to lower
penetration and access to radio and television (This was lowest in the central Indian region).
6. Cost effective method would have a wider reach.
7. Was a tried and tested method as many companies had tried to explore this segment in the
past.
8. Lesser entertainment option at hands of the rural India will ensure that they will explore this
method of entertainment.

Urban Rural
Question 2.

Use the 5M framework of advertising to analyse the campaign and explain, whether this campaign
will be successful or a complete failure?

Answer 2.

The five M frame work of advertisement is as follows:

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These M interact in such a manner that they help in determining the success of the outcome of a
marketing campaign.

The M of the Advertisement Analysis based on the case

Mission To increase the penetration of the FMCG
products of HUL in the rural Indian setup.

Analysis-
Right target population as there is a need of
new entertainment methods. The scarcity will
play the key driver of the campaign and the
Medium of mobile phone will ensure the
outcome.
Money The technique is a low-cost technique.

Analysis:
As the cost is not a constrain, it will promise the
longevity of the campaign.
On the customer end it is a free service
available, it will add a lot of value.
As
Value= Benefit/ Cost
Message The message of this campaign would be clear
through the Branding and Promotion through
packaging of the product.
The message will be amplified due to the:
1. Use of regional languages,
 2. Celebrity endorsements,
3. Customisation of the message on the
basis of region.

Analysis:
The message would be loud and distinct.
Though there is a chance that the customers do
not Pay much importance on the product and
are unable to be impacted by the campaign in
such a manner that they buy a particular
product.
But still the chances of brand identity and
memory would be definitely be amplified.

This will contribute to WOM communication

too.
Media The Type of media selected is MOBILE
MARKETING.

Analysis:
It is a very good media as it will definitely have
reach in are where there is no entertainment
sources as well as no internet connectivity.
Measurement The introduction of this campaign in case of
wheel is a measure or a test. This can be
forecasted in terms of further brands of HUL as
far as results are concerned.

Thus, the campaign has a high probability of success.

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