Shopno Beej (Drought Resistent seed)
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Transcript of Shopno Beej (Drought Resistent seed)
Asad AhmedFarmer
Dinajpur, Ramshagar
STORY OF ASAD
Questions we asked
When does drought occur?
How many months/days does this drought last?
Which crops are supposed to be cultivated during drought?
Findings
• Drought mostly occurs during Falgun-Chaitroalso can occur in Kartikh-Agrohayon
• Drought lasts for 1 to 2 months
• They cultivate Paddy, Oil seed, Pulse, Wheat, Corn.
Facts
• Using deep tube well and heavy motors
• Water being lifted up from 40-45 feet below the surface
• Irrigation cost per Bigha 10-15 thousand tk
• Deep tube well costs 1.5 – 2 lac
• Depletion of ground water is occuring at an alarming rate
• Scope of increasing the irrigation area is limited.
It is clear that drought is inevitable
So to fight droughtFarmers need
Drought Resistant Seeds
SOLUTION
“Given the potential upcoming crisis, ‘shopnobeej’ can be the saviour of our farmers, and resultantly the agriculture. But, our rural farmers need to be awarred and trained about the usage of this product properly.’’
Md. Sultan Giasuddin,Assistant Director,BADC, Modhupur
‘’Distribution of seeds can be profitable if the demand of them can be created properly’’
Md. Rashidujjaman,Seeds’ Dealer
Dr Mushtaque ChowdhuryVice-ChairpersonBRAC
“Current condition of Bangladesh is now much helpful for NGO’s to function.The level credibility,earned so far, ease their path for any product promotion”
Experts’ comments
Target market
segmentation
Drought prone fertile localitiesDistricts : Dinajpur joypurhat, Rangpur, rajshahi
Male farmersAge : 16-55Marginalized peasants
Hard workingSuperstitiousLess adaptibilityEasily satisfiable
Geographic:
Demographic:
Psychographic:
Selected crop Variance and Timeline
Selected crop types: Paddy, Wheat, Pulse
Crop Sowing time Harvest time
Paddy Mid march to mid April Mid july to mid august
Wheat Nov-Dec Mid March to Mid April
Pulse Mid September to MidOctober
Late Nov-Dec
Selected Areas : Dinajpur joypurhat, Rangpur, rajshahi
Campaign Objective
Aware affected farmers about Drought resistant seeds
Campaign Strategy
Long Term Strategy
To have our farmers having a journey of drought resistent seeds’ awareness to
loyalty
Short Term Strategy
Year 1: Awareness and Knowledge
Year 2 Self driven uses
Year 3 Spreading the successe
IMC
Year 1
Pilot Project (activation)
Dinajpur, Ramshagar
Rajshahi, Baghmara Joypurhat, Kalai
Rangpur, Pirganj acre land Closer to local Bazar
Ambassador
Shykh Seraj
Renowned agriculture development activist
Huge engagement with Bangladeshi rural farmers
Influential personality
Cultural Fest
GambhiraIntroducing shopnobeej through nana natis’ poetic dance
PalagaanSongs about Shopno beej
Local Govt. Involvement
• Chairman • Members
Union Parishad
Local School Campaign
• People from agrojatra, along with the teachers, will conduct an awareness programe to students at break.
• The school will call for parents meeting where the teachers will address the drought issue and give the solution as of using the seed
Local imam speech
on Friday afternoon
Tv radio campaign
• BTV• Bangladesh Betar
Krishi Dibanishi prog
Year 2
Shopno Mela
• Variety of showpno seeds will be exibited and sold• Farmers gathering• Information zone
At Winter
Success Story Sharing
• Ridoye maati o manush
• Agri segments of TV news programme
Year 3
Farmers Relationship Management
Farmers Care Unit
Success Stroy Sharing, continues
BTV
Agriculture segments of the news program
Scare Crow
NCTB Text Books
Suggesting Government to include a lesson in NCTB text books about the seed
IMC Timeline
Vehicle Year Year 2 Year
Pilot Project
Cultural fest
Local Govt. Involvement
School Campaign
TV campaign
Shopno Mela
Success Story Sharing
Farmers RM
Radio campaign
Scare crow
BUDGET
Item Amount tk
Pilot project(40,000x4)
Cultural Fest(30,000x4)
Tv campaign
Radio
Total
Year 1
Item Amount tk
Mela(40,000x4)
Tv campaign
Radio
Total
Year 2
Item Amount tk
Farmers relationship management
Scare crow 300X300
Radio
Total
Year
BUDGET OVERVIEW
1st year46%
2nd year37%
3rd year17%
COST
Witnessing
Become inspired
Awareness
Researching
Explore and consider
Purchasing
Moment of sale
Using
Sharing
Loyalty
Aspiration Consideration Advocate
Farmers’ Journey Framework
RDC
Awareness video clip