MISSED CALLS AND MARKETINGOPPORTUNITIES

This case study enables an understanding and discussion on missed calls as a new trend marketingopportunity. While several companies in India – Pepsi, Cadbury, HUL, etc., have been usingmissed call as a marketing tool with reasonable success, the political parties too have foundenormous benefits in missed calls. AAP’s (Aam Aadmi Party) success in Delhi 2014 electionsproved the power of missed calls. Several mobile marketing vendors like ZipDial, Viva Connect,IMI Mobile, VoiceTree Technologies, etc., have been guiding the Indian companies throughthis platform. Would the new platform resonate with consumers over long time horizons? Orwould it just be a fad fading into the oblivion with the ever discerning and demanding customers?Touted as the most non-intrusive way of building one-on-one relationship with consumers,would it build the new marketing traction for Indian companies?

Pedagogical Objectives

• To understand the evolution of missed call as a marketing opportunity for Indian companiesand debate on its power as a marketing tool vis-à-vis other marketing tools SMSs, digitalcampaigns, etc.

• To discuss and debate the potential and challenges of missed calls as a marketing tool

•· To examine critical success factors for missed calls as a marketing opportunity

Positioning and Case Setting

This case study can be used in the following courses/modules:

Marketing Management Course

This case study can be used in the Marketing Management Course for discussing andunderstanding the business implications of either of the following:

a) Designing and Managing Integrated Marketing Communications – To debate on thepotential of missed calls as an alternative marketing tool

b) Managing Mass Communication – Would missed call be an effective tool for managingmass communications

ABSTRACT