Kan Khajura Tesan: A Case Study On Mobile Marketing in rural India

Anonymous
timer Asked: Feb 27th, 2019
account_balance_wallet $10

Question Description

  • Submit 2 paragraphs of reflection on what you have learned from each case study
  • The goal of this assignment is to give you an opportunity to reflect on how the learnings in the case study apply to either the course lecture and/or a situation described in the case study.

W15323 HINDUSTAN UNILEVER LIMITED: MOBILE MARKETING IN RURAL INDIA – KAN KHAJURA TESAN (B)1 Rakhi Thakur wrote this case solely to provide material for class discussion. The author does not intend to illustrate either effective or ineffective handling of a managerial situation. The author may have disguised certain names and other identifying information to protect confidentiality. This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com. Copyright © 2015, Richard Ivey School of Business Foundation Version: 2015-07-22 There is a lot of demand for content or entertainment in media dark villages and mobiles become [companies’] only route to that world. So, we [decided to] institutionalize missed calls into an entertainment channel.2 — Hemant Bakshi, executive director, Hindustan Unilever Limited Kan Khajura Tesan (KKT), which could be translated as “the ear worm radio channel,”3 recorded good penetration in North and Central India. Hindustan Unilever Limited (HUL) had created the channel with the aim of offering mobile-based, free entertainment while advertising HUL brands. Since its launch in Bihar in October 2013, KKT had more 11 million subscribers by June 2014.4 HUL had stopped its radio advertising in Bihar as KKT had greater reach than any other radio station in the area5 and it hoped to reach 50 million consumers by June 2015.6 However, KKT’s initial success and future plans raised several questions. Beyond the initial excitement, how should HUL create repeated visits and a viral effect? How should the company handle the issue of multilingualism? Outside KKT’s sphere of influence in Hindi-speaking states, what regional aspects should be adopted while scaling up across India? INTRODUCING: KAN KHAJURA TESAN Campaign Design, Rollout Making a missed call to receive free entertainment was an attractive proposition for customers in “media dark” areas of India who were already using the missed call mechanism to communicate with others as part of their daily lives. To make its radio channel relevant for customers, HUL researched the lives and routines of target customers for culturally relevant content. The company launched its KKT campaign through radio and outdoor print media, inviting local audiences to dial a toll-free number and make a missed call.7 The promotional tagline, “Give us a missed call and get free entertainment,” connected with the mobile usage behaviour and captured the essence of the campaign.8 Upon making a missed call to the KKT toll-free number, users would receive a call back from the channel containing 18 minutes of pre-programmed entertainment.9 This document is authorized for use only by Yingqiao Huang (yh1996@nyu.edu). Copying or posting is an infringement of copyright. Please contact customerservice@harvardbusiness.org or 800-988-0886 for additional copies. Page 2 9B15A038 KKT was first piloted in Bihar in October 2013. Within two months, it had acquired nearly 4 million users, each averaging more than 35 million minutes of usage (see Exhibit 1).10 The channel was gradually expanded to other parts of Central and North India. By April 2014, more than 8 million customers subscribed to KKT, making it the largest media channel in its target segment for HUL.11 By June 2014, the channel had served more than 100 million ad impressions to 11 million subscribers, with more than 80 million minutes of consumer engagement.12 Quoting these figures, HUL vice-president Priya Nair said, “We developed the idea to address a business problem of reaching consumers in deep rural markets. Creating a mobile-based radio channel has brought entertainment to consumers who have almost no access to traditional entertainment.”13 Unlike regular media channels, mobile radio required specialized content creation and investment in telecommunication technology. For its on-demand advertorial channel, HUL collaborated not only with creative and media partners, but with content and mobile technology partners as well. Content provider Hungama prepared entertainment capsules tailored to the tastes of customers in different regions.14 KKT was hosted on mobile technology partner Ozonetel’s cloud communications platform. This ensured that HUL made no capital investment to maintain, manage or upgrade any technology.15 Acceptability and Engagement Customers in media dark rural areas were connected with free, mobile entertainment channels that were compatible with their lifestyles. HUL constantly looked for new ways to keep customers engaged through relevant celebrity appearances, dialogues and songs from popular movies. The company used this entertainment to promote its brands among its price sensitive consumers (e.g., with discount promotions and chances to win a prizes). The advertising done on KKT resulted in significant increases in spontaneous awareness for advertised brands, such as Wheel (increase of 20 per cent), Ponds White Beauty (56 per cent) and Close Up (39 per cent).16 High penetration of the new channel — at a cost of US$0.04 per contact17 — and steep increases in brand recall made HUL redesign its communication strategy in rural India.18 As KKT reached more customers than any other radio channel, HUL stopped advertising on radio in Bihar. To increase the subscriber base, the company began placing KKT advertisements on its product packs and banners outside stores in rural areas.19 This insured awareness among target customers about the channel and worked as a “call to action.” DECIDING THE NEXT STEP HUL had created a new media through a rudimentary mobile phone that brought millions of people out of media darkness and connected them with a much broader world. Clearly, the channel had a substantial impact on business; however, KKT also won three top awards at the Cannes Advertising Festival in June 2014, throwing the spotlight on innovations in mobile marketing for rural markets.20 Within one year of its launch, KKT had received numerous other awards on national and international platforms as well. Yet the project’s initial success raised several questions about its future.21 There had been many discussions around the reach and effectiveness of mobile marketing in developed markets. How could KKT ensure engagement with existing customers while expanding into new regions and demographics? This document is authorized for use only by Yingqiao Huang (yh1996@nyu.edu). Copying or posting is an infringement of copyright. Please contact customerservice@harvardbusiness.org or 800-988-0886 for additional copies. Page 3 9B15A038 EXHIBIT 1: KEY METRICS FROM KKT (OCTOBER TO NOVEMBER 2013) Users: Acquisition Trend Subscribers (in Millions) 4 3.5 3 2.5 2 1.5 1 0.5 Video on 24-Nov 22-Nov 20-Nov 18-Nov 16-Nov 14-Nov 12-Nov 8-Nov Source: Adapted by case author from: “HUL Company www.youtube.com/watch?v=nbM9eAo_S_4, accessed December 3, 2014. 10-Nov 6-Nov 4-Nov 2-Nov 31-Oct 29-Oct 27-Oct 25-Oct 23-Oct 21-Oct 19-Oct 17-Oct 15-Oct 13-Oct 11-Oct 9-Oct 7-Oct 5-Oct 3-Oct 0 Success of KKT,” of KKT,” Minutes of Usage Trend 1.2 Million Minutes 1 0.8 0.6 0.4 0.2 Source: Adapted by case author from: “HUL Company www.youtube.com/watch?v=nbM9eAo_S_4, accessed December 3, 2014. Video on 20-Nov 18-Nov 16-Nov 14-Nov 12-Nov 10-Nov 8-Nov 6-Nov 4-Nov 2-Nov 31-Oct 29-Oct 27-Oct 25-Oct 23-Oct 21-Oct 19-Oct 17-Oct 15-Oct 13-Oct 11-Oct 9-Oct 7-Oct 5-Oct 3-Oct 0 Success This document is authorized for use only by Yingqiao Huang (yh1996@nyu.edu). Copying or posting is an infringement of copyright. Please contact customerservice@harvardbusiness.org or 800-988-0886 for additional copies. Page 4 9B15A038 ENDNOTES 1 This case has been written on the basis of published sources only. Consequently, the interpretation and perspectives presented in this case are not necessarily those of Hindustan Unilever Limited or any of its employees. Sagar Malviya, “Hindustan Unilever Runs Bihar’s Most Popular Radio on Mobile Phones,” The Economic Times, March 4, 2014, http://articles.economictimes.indiatimes.com/2014-03-04/news/47894686_1_radio-station-hemant-bakshi-radiocampaign, accessed October 27, 2014. 3 “HUL Wins Awards For Marketing Campaigns,” 2014, www.hul.co.in/mediacentre/newsandfeatures/2014/HUL-recognisedat-Asia-Marketing-Effectiveness-and-Strategy-Awards-and-Goafest.aspx, accessed December 15, 2014. 4 Viveat Susan Pinto, “Rural Radio Plays HUL’s New Tune of Invention,” Business Standard, June 19, 2014, www.businessstandard.com/article/management/rural-radio-plays-hul-s-new-tune-of-invention-114061901284_1.html, accessed December 15, 2014. 5 Malviya, op. cit. 6 Ashwini Gangal, “Kan Khajura Tesan: The Full Story,” Afaqs.com, June 2014, www.afaqs.com/news/story/41226_KanKhajura-Tesan-The-Full-Story, accessed October 27, 2014. 7 https://pr24x7networkltd.files.wordpress.com/2014/08/kkt-logo.jpg, accessed December 15, 2014; M. Gupte, “When The Medium Is The Message,” Business Standard, September 2014, Mumbai, accessed December 15, 2014. 8 Gangal, op. cit. 9 Gupte, op. cit. 10 “HUL Company Video on Success of KKT,” www.youtube.com/watch?v=nbM9eAo_S_4, accessed December 3, 2014. 11 “Kan Khajura Tesan,” 2014, www.mmaglobal.com/case-study-hub/case_studies/view/31928, accessed December 15, 2014. 12 Pinto, op. cit. 13 “HUL’s ‘Kan Khajura Tesan’ Wins Three Gold at Cannes,” 2014, www.hul.co.in/mediacentre/newsandfeatures/ 2014/HULs-Kan-Khajura-Tesan-wins-3-Gold-at-Cannes.aspx, accessed December 11, 2014. 14 Samiska Jain, “Missed Call For A Smile,” Rural Marketing, August 2014, www.ruralmarketing.in/industry/advertising-andmarketing/missed-call-for-a-smile, accessed December 11, 2014. 15 Shamni Pande, “Awareness About Ozonetel Has Increased After Kan Khajura Tesan’s Win At Cannes,” Business Today, July 2014, http://businesstoday.intoday.in/story/ozonel-systems-ceo-msn-murthy-hndustan-unilever-mobileradio/1/208545.html, accessed December 11, 2014. 16 Noor Fathima Warsia, “Unilever’s Kan Khajura Tesan Redefines Mobile Innovation In India,” 2014, www.digitalmarket.asia/unilevers-kan-khajura-tesan-redefines-mobile-innovation-in-india/, accessed January 10, 2015. 17 Gangal, op. cit. 18 “Kan Khajura Tesan,” op. cit. 19 Malviya, op. cit. 20 “HUL’s ‘Kan Khajura Tesan’ Wins Three Gold at Cannes,” op. cit.; “Kan Khajura Tesan Campaign Brings Glory to India,” 2014, www.indiantelevision.com/mam/ marketing/cannes-lions-2014-hul-s-kan-khajura-tesan-campaign-brings-glory-toindia-140618, accessed December 18, 2015. 21 Gangal, op. cit. 2 This document is authorized for use only by Yingqiao Huang (yh1996@nyu.edu). Copying or posting is an infringement of copyright. Please contact customerservice@harvardbusiness.org or 800-988-0886 for additional copies.

Tutor Answer

Smith2020
School: UT Austin

Hi, kindly download the final copy attached herein and let me know if you require further edits. Thanks

Reflection HW Assignment
From this case study, I have learnt that knowing the interests of your target consumers is
very important for any business endeavor. Successful busin...

flag Report DMCA
Review

Anonymous
Thank you! Reasonably priced given the quality not just of the tutors but the moderators too. They were helpful and accommodating given my needs.

Similar Questions
Hot Questions
Related Tags
Study Guides

Brown University





1271 Tutors

California Institute of Technology




2131 Tutors

Carnegie Mellon University




982 Tutors

Columbia University





1256 Tutors

Dartmouth University





2113 Tutors

Emory University





2279 Tutors

Harvard University





599 Tutors

Massachusetts Institute of Technology



2319 Tutors

New York University





1645 Tutors

Notre Dam University





1911 Tutors

Oklahoma University





2122 Tutors

Pennsylvania State University





932 Tutors

Princeton University





1211 Tutors

Stanford University





983 Tutors

University of California





1282 Tutors

Oxford University





123 Tutors

Yale University





2325 Tutors