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Final capsule-Hosh uda de Mahindra Arjun Ulta1-605 DI-on graound promotion by RC&M India
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Final capsule-Hosh uda de Mahindra Arjun Ulta1-605 DI-on graound promotion by RC&M India

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RC&M India one of the best Experiential Marketing Company in India. Mahindra Arjun Ulta 1 – 605 DI tractor. Take the product in a innovative manner to the TG giving him an experience of Style and …

RC&M India one of the best Experiential Marketing Company in India. Mahindra Arjun Ulta 1 – 605 DI tractor. Take the product in a innovative manner to the TG giving him an experience of Style and Technology. Challenge was to establish M&M brand Arjun ultra 1 as a preferred choice in high HP segment.Tractor owners looking for higher power tractor.

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  • 1. Experiential MarketingBackgroundBrand name Mahindra Arjun Ulta 1 – 605 DIClient Mahindra & MahindraCategory On ground promotion of the year - for sales promotionTitle Hosh uda deToday India is, the largest tractor market in the world.The tractor industry is segmented Horse Power category wise. FES market shares in eachsegment stack up as follows:a) <30 HP: 10% b) 30-40 HP: 37.3 % c) 40-50 HP: 25.3% HP: 31.2% d)>50>50 HP is the fastest growing segment for the industry as well for M&M. Demand for higher HPtractor has been growing and its been visualized that this segment has the highest potential .Mahindra & Mahindra wanted to reach the high end TG to garner larger market share and makethe brand Arjun Ultra 1 as a preferred choice in the high HP segment. Brand Arjun Ultra offered: More Value to More comfort the customer and safety More style and technologyObjective Marketing Challenge:Take the product in a innovative manner? ? the new launches in the high segment With to the TG giving him an experience of tractors M&M wanted to reach the high end Style and Technology. TG to garner larger market share.Communicate to the TG the long engine? Challenge was to establish M&M brand Arjun ? life and extremely powerful ultra 1 as a preferred choice in high HP performance of Mahindra Arjun Ultra 1 segment.Reinforce Premiumness and Modernity? M&M ? wanted to compete with both International brands(John Deere) and domestic brands (Escorts- Farmtrac Range) Target Audience: Tractor owners looking for higher power tractor. Big and Affluent farmers Buying guided by his status and social standing Non-farmers dealing in trading and haulage of heavy material.
  • 2. Activities Experiential MarketingStrategy:A campaign, which would contact the affluent farmer whose rational reason to purchase are ? High end technology ? Driving Comfort ? Greater Power with same finery and give an out of the world experience. Three ways of showcasing the campaign essence Innovative chamber Igloo For the experience of Style and Technology, an extra- ordinary igloo shaped infrastructure was designed, along with a sleek van. Creative to Concept Aerodynamic Truck with automatic hydraulic doors. Virtual experience through Video game For a longer recall and imbed technology know-how of the product, a message based interactive video game was made in- house This video game was played with a steering, joystick and accelerator and break peddle.
  • 3. Amplification Experiential Marketing1. Highway Branding 2. Fleet on streetA customized stall was made and installed at Banner installation, Leaflet distribution andthe strategic Dhaabas on the national merchandising at strategic locations forhighways for a longer mind recall. event recall and brand information. 3. Live Demonstration Live demonstration of the product conducted on field with cultivator4. Mobile Miking 5. Tractor RallyA Never Seen Innovative Inflatable mounted Village tractor rally by affluent farmerson a Bike for mobile miking. reflected strength of M&M
  • 4. Scale Experiential Marketing 1250 Villages Covered in 8 States Punjab Haryana Rajasthan Maharashtra Chattisgarh Tamil Nadu Andhra Pradesh KarnatakaNo. of Dealerships Motivated - 350+Districts Covered - Close to 400Tehsils Covered - 790
  • 5. Result Experiential MarketingActivation Results :- 09 20% 60% 08The market share of Arjun Ultra has increased by 20% in the past 1 year.