Integrated Marketing Communication Strategies by HUL in Marketing Lifebuoy Soap among Rural outer Delhi Villages
Journal Title: Journal of Advanced Research in Journalism & Mass Communication - Year 2017, Vol 4, Issue 3
Abstract
The paper talks about the impact of “Integrated Marketing Communication Strategies by Hindustan Unilever Limited (HUL) in Marketing Lifebuoy Soap among rural outer Delhi villages..” It also gives information on the limitations and threat of rural communication in rural outer Delhi villages and highlights the relevance of rural media in rural markets. Rural media are targeted and focussed tools for raising brand image about new product launches. This is particularly true in the case of FMCG products, where the brand image generated can propel sales volumes, provided the Integrated marketing Communication campaign is attracting and is backed by a good distribution system. The paper explains the fall outs of Rural media by highlighting some national Integrated Marketing Communication campaigns carried out by multinational giants to communicate with the target audience in rural markets. The authors take up the socialistic views in highlighting the relevance of Rural media by Data mining the national campaigns from secondary data sources. It will also focus on and how target audiences are influenced by its impact on their purchasing decisions
Authors and Affiliations
Pijush Dutta
Keywords
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- EP ID EP273294
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