Though majority of brand messaging was focused on the housewife, tea Kan hul accounted for a considerable proportion of volume tea consumption What prevented HUL from reaching out effectively to its consumers in the rural areas of states such as Bihar and Jharkhand? Hindustan Unilever Limited HULIndia's largest fast moving consumer goods company, Kan hul, set a world record with India's first free and on-demand entertainment mobile radio channel Kan Khajura Tesan KKT for Kan hul the maximum number of missed calls 72 lakh in hours.
However, would preference for regional language content prove to be a deterrent for deployment of KKT in the rest of the country?
Return to Previous Page. And the character went everywhere. Please Couple pk an e-mail to info etcases. This is a case of turning an adversity into an advantage, Kan hul. This case study presupposes an understanding of Kan hul concept of communication and consumer behavior.
Rural India: The new frontier This article looks at the factors driving growth in India's rural markets and the challenges that marketers face. This case study aims Kan hul illustrate the importance of innovative consumer communication strategies, Kan hul.
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The participants were asked to read the following chapter to help them better connect with the concepts:. What measures were initiated by the company to address the issue? Since its Kan hul in OctoberKan Khajura Tesan has gained 35m subscribers across India, supplied m minutes of consumer engagement in media-dark regions and enabled ads for HUL products to be heard 45m times.
Hindustan Unilever Limited HUL was finding it difficult to promote its products among its potential consumer base in the rural regions of states such as Bihar and Kan hul.
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To send to more than one recipient, put a comma between email addresses. Four ways the rural Indian consumer is Milesocampi This article describes how rural India is changing and suggests ways marketers should address the people who live there. Small town and rural India: The dawn of new consumption This article looks at the growing importance of 'rurban' India as small town and rural consumers fuel growth in many categories.
Sign up for daily news, Kan hul. The response was overwhelming from the target audience, resulting in HUL expanding KKT's coverage to several other states. KKT was a free and on-demand mobile radio channel. They, in Kan hul, would get a call back and could listen Kan hul 18 minutes of entertainment content such as Bollywood songs and jokes every week.
HUL also used these 18 minutes to promote some of its products. Be the first to hear about new cases, special promotions and more — just pop your email in the box below, Kan hul. Could it be attributed to the fact that facets of the campaign were in Blackzilla New Videos with the culture or lifestyle of the target consumers?
Send colleagues a link to Kan hul content, Kan hul. To enjoy the service, a user had to give a missed call to a certain number. The service proved so popular that by DecemberKKT had a subscriber base of over 11 million and the service was expanded to at least ten other states in the country.
This would enable an effective discussion leading to an appreciation of Kan hul use of traditional advertising media as well as mobile media. Become a member or Sign in, Kan hul, Kan hul. The reason was the heavy power cuts in these regions which limited the time people watched television. This case study is positioned for discussing how companies can make innovative use of mass media as well as mobile media to reach their target audience.
Were there any long-term benefits that Kan hul beyond the company getting access to its potential consumers? The spokesman only said that "the nature of the tie-ups will be on a case-to-case basis as per the requirement of the partnering brands". Refinements to the station mean it can also now push personalised content as dictated by user preferences.
HUL opens up Kan Khajura Tesan | WARC
Data sourced from Economic Times; additional content by Warc staff, Kan hul. Details of which brands will be airing ads and the deals on offer are yet to be revealed. How did the KKT campaign help HUL overcome the barriers of inadequate infrastructure and reach out to its target consumers in the rural areas of states of Bihar and Kan hul
This case study, Kan hul, accordingly, may be orchestrated in the way suggested in Exhibit TN -I to unravel the veiled potential of such campaigns.
Kan Khajura Tesan was named the best marketing strategy in the world in this year's Warc and at last week's Cannes festival it Kan hul a Bronze Lion Kan hul the Creative Effectiveness Awards. Furthermore, Kan hul, the number of subscribers to the service reached more than 11 million by December However, would the preference for local language-entertainment content in the Southern states hamper further expansion plans of KKT? Pedagogical Objectives To examine how companies can reach their consumers despite infrastructural bottlenecks and despite limited coverage of traditional media To understand how mobile phones can be effectively used as a communication channel with consumers To discuss how companies can effectively engage with their target consumers by catering to their latent requirements To understand how companies can employ entertainment content to reach out to their consumers and also promote their products.
What game plan did HUL devise to reach out to its potential consumers in these areas effectively? This case study portrays how companies can innovate in employing a combination of traditional and mobile media technologies in reaching out to consumers, Kan hul. To avail of the service, consumers Kan hul to give a missed call to a certain phone number.
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