We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy

HUL Promotion Strategy Essay Sample

essay
The whole doc is available only for registered users OPEN DOC
  • Pages:
  • Word count: 632
  • Category: brand

A limited time offer!

Get a custom sample essay written according to your requirements urgent 3h delivery guaranteed

Order Now

HUL Promotion Strategy Essay Sample

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 campaign in UP and Bihar, more than 5 million missed calls were received from 7.7 Lakh unique numbers.

In 1987, HUL launched its very famous product Wheel detergent. The Strategies
followed by HUL to reach a point of success with the brand were: A. Innovative Segmenting StrategiesBrand:
Rural markets present a great opportunity to a company as well as impose major challenges, yet i) HUL experimented with innovative methods to reach the rural market. ii) Utilized a single distribution channel to penetrate the remote and rural areas. iii) Utilized their already built brand identity to influence the market. B. Dynamic Positioning Strategies :

i) Depending on the local tax rates, HUL fixed different values of price in different states of India. This was a major step towards the success story of Wheel, since dynamic pricing exhibited HUL’s understanding of the consumers’ mind and comfort zone. ii) Took a clever step by directly pointing out in its advertisement the fact that Nirma detergent was not good for the hands of the customer, it caused burning.(Product level comparison) iii) HUL analyzed the consumers’ behavior and interests, thus confidently added a classic Bollywood jingle to its product advertisement – “Dekho Dekho Dekho”, which was a colorful and wild attempt. It easily proved to be a great hit since the Indian consumer section loves to relate to Bollywood. C. New Targeting Strategies:

i) HUL discovered they require producing a ‘low-price’ product, without compromising the ‘quality’ that would act as an identity of its king-size brand name. ii) The demand of the moment was a ‘low-price’ detergent, thus HUL quickly formulated strategies to follow the ‘Bottom of the Pyramid Approach’.

We can write a custom essay

According to Your Specific Requirements

Order an essay
Get Access To The Full Essay
icon
300+
Materials Daily
icon
100,000+ Subjects
2000+ Topics
icon
Free Plagiarism
Checker
icon
All Materials
are Cataloged Well

Sorry, but copying text is forbidden on this website. If you need this or any other sample, we can send it to you via email.

By clicking "SEND", you agree to our terms of service and privacy policy. We'll occasionally send you account related and promo emails.
Sorry, but only registered users have full access

How about getting this access
immediately?

Become a member

Your Answer Is Very Helpful For Us
Thank You A Lot!

logo

Emma Taylor

online

Hi there!
Would you like to get such a paper?
How about getting a customized one?

Can't find What you were Looking for?

Get access to our huge, continuously updated knowledge base

The next update will be in:
14 : 59 : 59
Become a Member