Mahindra Bhoomiputra 235 DI - Establish the airflow positioning by RC&M India
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Transcript of Mahindra Bhoomiputra 235 DI - Establish the airflow positioning by RC&M India
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Mahindra Bhoomiputra 235 DI
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Project: Mahindra Bhoomiputra 235 DI Mission: Establish the airflow positioning Category: Marketing & Sales Agency: RC&M Client: Mahindra & Mahindra
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Objective
• Grab shares in the <30 HP segment
• Re-position the competition
• Establish the Airflow positioning
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Brand objectives
• Grab shares in the <30 HP segment
• Re-position the competition
• Establish the Airflow positioning
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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
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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
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Activation Objectives
• Drive Brand Salience
• Deliver Touch & Try experience at the customer’s doorstep
• Customized sales talk for consumer groups
• Drive Enquiries
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Integrated Communication Program
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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
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• Marine wind direction bags- To highlight the direction of the
wind
• Kamai chakra – To relate with continuous income of
farmer ..month over month
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Experience with innovation and technology
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Experience with innovation and technology
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Experience with innovation and technology
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Experience with innovation and technology
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Experience with innovation and technology
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Experience with innovation and technology
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Experience with innovation and technology
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Experience with innovation and technology
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Experience with innovation and technology
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Experience with innovation and technology
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Experience with innovation and technology
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Experience with innovation and technology
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Closer look inside the chamber
Brand A/V on High Resolution Projection Screen is played
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The wind mills were installed at the arena for depicting the airflow technology
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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
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Out of homePhase –II
• STD Booths
• Highway Roads
• Spare part shop
• Fertilizer and seed shop
• Dealer Outlets
• Cooperative Societies
• Mechanic Hubs
Branded 2000 outlets
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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
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Thank you