Post on 11-Mar-2016
description
Project: Mahindra Bhoomiputra 235 DI Mission: Establish the airflow positioning Category: Marketing & Sales Agency: RC&M Client: Mahindra & Mahindra
Objective
• Grab shares in the <30 HP segment
• Re-position the competition
• Establish the Airflow positioning
Brand objectives
• Grab shares in the <30 HP segment
• Re-position the competition
• Establish the Airflow positioning
Potential target customer
Large Farmers >20 acres
2%
Medium Farmers 5-20 acres
18%
Marginal & Small Farmers<5 acres
80%
Entry level farmer looking for a source of
multiple income streams
Customer profile
• Need for low HP tractor
• High mileage n low cost
• Low operating cost
• Require mainly for haulage n cultivation
• Seeks raise in social status
Activation Objectives
• Drive Brand Salience
• Deliver Touch & Try experience at the customer’s doorstep
• Customized sales talk for consumer groups
• Drive Enquiries
Events & Road Show
Four tools were used to show the AIR FLOW TECHNOLOGY• Air flow chamber– to give live experience on the power of air
• Wind mill to depict airflow- to highlight the strength of air
Phase –I
• Marine wind direction bags- To highlight the direction of the wind
• Kamai chakra – To relate with continuous income of farmer ..month over month
Kamai chakra
• Depiction of the usage on a monthly basis
• Reinforcing earnings throughout the year with the advantageous
“air flow technology”
Sikkon ki khankhanahat sunai de pure saal
Out of homePhase –II
• STD Booths
• Highway Roads
• Spare part shop
• Fertilizer and seed shop
• Dealer Outlets
• Cooperative Societies
• Mechanic Hubs
Branded 2000 outlets
Direct marketing
• To close on hot & prospect enquires created by the dynamic activation
• Intensifying one to one interaction• Gauging out consumer behavior n response• Customer preference segmentation • Knowledge collection on value additions • Platform to understand the competition from the users
Phase –III