Hul Promotion Strategy

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Today with sales of over Rs 2,000 crore Wheel is 'Brand No 1' in the HUL portfolio not to mention the world's largest selling detergent in volume terms. If Wheel were to be a standalone company it would rank 228 on the ET 500. Nitin Paranjpe , CEO, HUL, puts it rather succinctly when he says that every second Indian is a Wheel consumer. optimum supply chain and wide distribution reach together have delivered a winning proposition.

What started as a test pilot for building a low cost mobile activation model for media-dark geographies has turned out to be one of  the biggest mobile activations ever done for HUL. Pilot Phase
In December 2011, our detergent brand Active Wheel advertised the number 1800-3000-1599 on All India Radio in U.P. & Bihar asking listeners to give a missed call. After giving a missed call consumers  got an auto generated call from a series of numbers and got to hear snippets of humourous conversations between a husband and wife. This pilot got positive feedback from consumers and was a huge success! A total of eight Instant Voice Responses lines were used in the pilot phase of the campaign; so every time the customer gave a missed call - he heard a new IVR till he called the 9th time. The result was extremely positive. The brand got a total of 3.2 Lakh Missed Calls from 28,000 unique numbers in just four weeks Phase One of the Campaign

With the success of the pilot, Active Wheel increased the number of IVR’s to 30 and launched the first phase of this campaign in UP and Bihar from January 2012 to March 2012. To support this mobile activation, Wheel also leveraged other media to spread the word including: direct IVR call in, SMS, print, radio, POS saliency in rural and our Khushiyon Ki Doli initiative. Content was also customised for each state. For example: Bhojpuri language was used for Bihar and Hindi for UP The Results

The results out of this campaign have been very encouraging. After three months of the launching the full...
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