MISSED CALLS AND MARKETING

OPPORTUNITIES
ABSTRACT
This case study enables an understanding and discussion on missed calls as a new trend marketing
opportunity. While several companies in India Pepsi, Cadbury, HUL, etc., have been using
missed call as a marketing tool with reasonable success, the political parties too have found
enormous benefits in missed calls. AAPs (Aam Aadmi Party) success in Delhi 2014 elections
proved the power of missed calls. Several mobile marketing vendors like ZipDial, Viva Connect,
IMI Mobile, VoiceTree Technologies, etc., have been guiding the Indian companies through
this platform. Would the new platform resonate with consumers over long time horizons? Or
would 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 companies
and debate on its power as a marketing tool vis--vis other marketing tools SMSs, digital
campaigns, 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 and
understanding the business implications of either of the following:
a)

Designing and Managing Integrated Marketing Communications To debate on the

potential of missed calls as an alternative marketing tool

b)

Managing Mass Communication Would missed call be an effective tool for managing
mass communications