HUL Case Study

Group 12

Submitted by-
Deepika Chauhan F009
Paridhi Dhanwiala F016
Abbas Jamil F023
Tanvi Oak F041
Dewashish Rai F047
 Q1. What is the relevance of mobile marketing in this
case? Which customer segment did the missed
call campaign target?

• Untapped Rural Market due to lack of infrastructure ( frequent power cuts)

• Television and radio channels were limited in rural India
• Mobile Penetration was relatively high as mobile phones were less dependent on consistent power
supply
• Mobile Marketing was used as a means of entertainment

Target Customer Segment

• Focus was on “media dark “ Central India where penetration of traditional media is less
• Consumers with prepaid mobile phones with minimum talk time
• Consumers who use mobile phones for entertainment purposes
Q2. What consumer insights led to the
design of this campaign?

CONSUMER INSIGHTS

•Absence of traditional mass media in “media dark” areas

•Rural customers have fewer entertainment choices as compared to urban customers, so they
are happy to listen to content on phones
•Consumers use mobile phone as a source of entertainment (radio, music player)
•Missed call was a way of saving money
Q3. How did this campaign fit with HUL’s
other activities in rural markets?

HUL was on a streak while exploring alternative ways to advertise their products at the lowest costs.
From using unconventional channels such as mobile marketing and event based activations in rural
areas, HUL aimed at changing the behavior of consumers and encourage more trails. Some
campaigns below solidify the similarity of KKT with other activities:
Khushiyon Ki Doli
Lifebuoy HACR5
Lifebuoy Roti Reminder Partnering with Ogilvy, HUL aimed at 4
million consumers in 35,000 villages for
To stress on the importance of cleaning certain brands in personal and home
Launched at Kumbh Mela, HUL hands and infant health, Lifebuoy care category. The campaign was
partnered with over 100 dhabas and adopted the village of Thesgora, which designed for ‘media dark’ areas in
meal centres at the Mela to serve rotis had the highest incidence of diarrheal 2010 to change the adoption
that were stamped with "Lifebuoy se deaths. With a limited budget of $1.4 mn, behaviour. It used technology and
haath dhoye kya?”. The campaign it reached a lot of views and reduced promoters to reach the rural areas
reached ~2.5 million people with a the occurrence of diarrhea by 74% as and generate trials or hand out
simple but effective message the handwashing rate tripled, thereby promotions. A dedicated team also
almost saving 20 children
looked into the improved availability
and visibility of the brands.
Q4. Do you think it is wise for HUL to shift from traditional
mass media channels to a dedicated mobile marketing
channel?
Q5. What evidence does HUL have that suggests the
importance and potential success of mobile marketing?

•Huge Brand Awareness was created

•Campaign generated 5 million missed calls which suggests engagement on customer’s end

•0.77 million unique users were identified in the campaign, 150 seconds of effective brand engagement
with the customers

•Wheel missed call campaign resulted in 300 percent increase in brand sales in Up and Bihar

•Per contact cost was less than US $0.04

Q6. Would a mobile advertorial channel be a sustainable
medium to create long-term brand awareness among the
target group? Why or why not?
Q1. What was KKT? How effective was it in achieving HUL’s
objectives in media dark areas?

•KKT was a dial-in mobile radio channel which offered free on demand entertainment to people living in
media dark states of India like Bihar, UP, Jharkhand
•Under this concept, people could call a toll free number from their mobiles , hang up and receive a call
back with 18 minutes of pre-programmed entertainment

•Within 2 months of its launch, it acquired nearly 4 million users, with 35 minutes of average usage

•After its expansion, more than 8 million people have subscribed to it by April 2014
•The advertising done on KKT resulted in increased brand awareness of HUL brands, such as Wheel
(increase of 20%), Close up (39%), , Ponds White Beauty(56%)
Q2. How can HUL use KKT to ensure engagement with
existing customers and expand into new regions?

 Incorporating elements from new movies : Some of the celebrities already endorse
products, regional people like music.
 To expand into reginal areas: Trends which are already present can be extracted and
applied.
 New partnerships with local players like how they partnered with Hungama.
Thank You!