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



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


Short Case Study Price: INR 300;

Buy Now

To download this case click on the button below, and select the case from the list of available cases:

Short Case Studies

Express Checkout

Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

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...


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.


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

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.