Transcript Presentation on Escorts Inverter Tractor Campaign
Presentation on Escorts Inverter Tractor Campaign
Ab Roshni Se Seencho…. Desh ki Buniyaad, Desh ka Pehla Inverter Tractor
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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.
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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 1
st
Inverter Tractor”
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Target Audience • Buyer
– Larger and medium size farmers – With pucca or semi pucca house – Electricity connection
• Influencer
– Family Members 4
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Communication Strategy
• Brand Communication
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Advertising and Marketing Communication
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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
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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….
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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 agle saal tak sab thik ho jayega” • Rising expenses and poor monsoon doesn’t allows him to think beyond basic needs
Campaign Thought
• Impossible is nothing now… • With your own power house, every dream of yours will look like surprising truth… 10
Models finalized
A van equipped to demonstrate the features A concept was developed “Pappu Pass Ho Gaya” Games to induce brand salience Flipchart story 11
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 • Pappu paas ho gaya – Nukkad • Interactive Games • Lead Generation & Lucky Draw Prizes 12
Summary
State
Madhya Pradesh Uttar Pradesh Rajasthan Bihar
Total
2 1 1 1
5
121 90 90 84
385
457 360 223 303
1343
23920 23670 13331 14594
75515
52 66 60 48
56 Reach through direct contact and flipchart
91400 72000 44600 60600
268600
115320 95670 57931 75194
344115
• 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. 13
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.
No. of Tractors Sold
14000 12000 10000 8000 6000 4000 2000 0 3516 11711 April'10 - March'11 April'11-March'12 14