mahindra bhoomiputra 235 di - establish the airflow positioning by rc&m india
DESCRIPTION
Establish the air flow positioning for Mahindra Bhoomiputra 235 DI tractor by RC&M India. Its Brand objectives are grab shares in thTRANSCRIPT
Mahindra Bhoomiputra 235 DI
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
Integrated Communication Program
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
Experience with innovation and technology
Experience with innovation and technology
Experience with innovation and technology
Experience with innovation and technology
Experience with innovation and technology
Experience with innovation and technology
Experience with innovation and technology
Experience with innovation and technology
Experience with innovation and technology
Experience with innovation and technology
Experience with innovation and technology
Experience with innovation and technology
Closer look inside the chamber
Brand A/V on High Resolution Projection Screen is played
The wind mills were installed at the arena for depicting the airflow technology
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
Thank you