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Presentation on Escorts Inverter Tractor Campaign Ab Roshni Se Seencho …. Desh ki Buniyaad , Desh ka Pehla Inver

Presentation on Escorts Inverter Tractor Campaign Ab Roshni Se Seencho …. Desh ki Buniyaad , Desh ka Pehla Inverter Tractor. Marketing Objective.

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Presentation on Escorts Inverter Tractor Campaign Ab Roshni Se Seencho …. Desh ki Buniyaad , Desh ka Pehla Inver

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  1. Presentation on Escorts Inverter Tractor Campaign AbRoshni Se Seencho…. DeshkiBuniyaad, Desh ka Pehla Inverter Tractor

  2. Marketing Objective • The Inverter Tractor is  a simple value add that makes a significant / quantum impact on the quality of life of the farmer. Marketing objective is two fold: • A) To leverage and derive maximum mileage from the "life changing" innovation for gaining positive WOM and Image makeover (in medium and weak areas) and enhanced brand image (in strong areas). • B) Utilize this value add to gain direct sales advantage - peddle this strong USP to gain additional sales volumes.

  3. Positioning • To be positioned as a product that enhances the quality of life for the farmer & his family by ‘Lighting up his life’ The underlying fact, being : “India’s 1st Inverter Tractor”

  4. Target Audience • Buyer • Larger and medium size farmers • With pucca or semi pucca house • Electricity connection • Influencer • Family Members 4

  5. Communication Strategy • Brand Communication

  6. Advertising and Marketing Communication

  7. Key insight • TV, Mobile, Radio and Bulb are basic essentials of life • Electricity has always been a top promise to win elections, but hardly been fulfilled sufficiently. Resulting in long power cuts • Apart from Metro towns, power condition is grim in all parts of our country • Any solution to resolve power problems is always welcomed

  8. Our Understanding About the need • Winter is bearable but Summer is difficult • Students suffer studies during exams • Darkness always is scary • Medical emergencies get effected • And many more….

  9. Our Understanding About the USP • Awareness about the Inverter is fair but they need minimum 10-12 hours of electricity to recharge • Villagers still rely on kerosene “kuppi” “Lalten” or Emergency Tube to fight long power cuts • Promises during election, remains hopeful for next 5 year “Bas aglesaaltaksabthik ho jayega” • Rising expenses and poor monsoon doesn’t allows him to think beyond basic needs

  10. Campaign Thought • Impossible is nothing now… • With your own power house, every dream of yours will look like surprising truth…

  11. Models finalized

  12. Activity • Reach out to villages • Door to door announcement to invite everyone to Chaupal • Introduce Inverter Waala Tractor • Demonstrate • Connect TV and play • Connect Fan and Bulb • Invite them to visit nearest haat • Pappupaas ho gaya – Nukkad • Interactive Games • Lead Generation & Lucky Draw Prizes

  13. Summary • During the campaign, brand message was directly conveyed to approx. 3.5 lakhs rural consumers through Skit & Flipchart. • Brand exposure to approx. 5 lakhs people through the primary visibility media (branded van), reminding media (banners, posters & leaflets) & other initiatives (audio announcement, reaching influencers, etc) • Generated approx. 2000 lead within 400 days i.e. 5 leads a day and 2 leads per village. • It means 2 out of 56 people visited to van shown interest on the spot, although the purchasing new tractor is not an easy or quick decision for farmers.

  14. Result • Total number of households that benefit directly from the Inverter tractor so far (Total number of inverter tractors sold so far) – 19,716 • For a product launched a little more than 2 years ago, it is really heartening to know that thousands have adopted the product and use it regularly.

  15. Activity Snapshot

  16. Thanks!

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