Case Study: Integrated Mobility Solution is given to an FMCG brand
One of the largest FMCG brands established in the 1800s, and offering a plethora of products and services, faced the challenge of effective communication about their offerings under one single umbrella to address different market segments.
About the client:
Established in the 1800s, the group has deep roots in India. Today, they cater to billions of consumers globally and across various industries. The client has multiple organizations with diverse products addressing different segments of the market.
The client perceived a need for communicating the information about all their products to the consumers under a single umbrella. Thus came the idea of developing a common business communication platform in the form of mobile phone apps to sharpen the group’s communication across all brands.
We suggested they develop a single Integrated Mobile Platform using USSD, accessible by all the brands under the group. This was a browser-based communication platform on the normal signaling layer. It would be used for promotions on both feature and smart phones with a 100 percent coverage. Since it was integrated across all brands (under the group umbrella), each brand was able to promote multiple offers under their respective offering independently.
This not only enabled a higher brand (group) recall but also helped optimize the overall reach and budget as it was all on a common platform.