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Media, Marketing and Consumerism


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             Issues and Challenges.
             With changing marketing conditions and rapidly growing social media market, companies are trying to be different in their formulating strategies as compared to previous year which is exactly what lifebuoy did. One of the issues faced is that the text content is not sufficient and companies are going a step beyond by getting more visual effect and appeal in their campaigns so as to attract the customers. Another challenge faced by HUL was forming of opinion leaders who will keep on spreading positive word of mouth about the product even after the promotion campaign or advertising is over (Forbes, 2013). .
             An issue that scares a huge company like HUL is cannibalizing the image of company, which takes years to build and that the campaign should go along with the global mission of the firm (www.hul.co.in, 2013). Content marketing faces an issue of focusing on to many areas and landing up not being master of any one of them. The marketers at HUL had to analyze the number of people who are being reached and the leads generated through the media marketing before moving forward with the plan. The focus is always on reaching to as many target audience as possible with as less resource as possible.
             Lifebuoy Campaign at Kumbh Mela.
             Kumbh Mela is the largest congregation held in the city of Allahabad situated on the banks of river Ganga and Yamuna in India. This event is held once in every 12 years and is the most important gathering for Hindus. The last Khumbh Mela was held in the month of February in 2013 where more than 100 million people visited the place for over a month period (Economic Times, 2013). It is believed that if a person takes a dip in this holy river water, all the sins will wash away. There are very few events where companies get chance to promote their products to the mass audience and no firm wants to miss out such an opportunity.
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             Involvement of Firm and Individuals.


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