1 / 21

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.

job
Download Presentation

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

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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!

More Related