BackgroundCompany                     Castrol India LtdBrand Name                  CRB PlusProduct type/ Description   Tra...
Experiential Marketing                Castrol: ‘Operation Attack’Castrol the leading engine oil company had re-launched- C...
CONCEPT    Experiential MarketingStrategy for collaterals –The markets for this promotionwere strong competition marketswi...
CUSTOMISATION                                           Experiential MarketingReaching out to customer at their work place...
SCALE        Experiential Marketing   6
RESULT                                         Experiential Marketing                             1500 shows              ...
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Final castrol eFAQs Castrol India Ltd's Rural Marketing by RC&M India

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RC&M India one of the best Experiential Marketing and Rural Marketing Company in India. Castrol the leading engine oil company had re-launched- CRB plus, tractor engine oil, in low sales area. They wanted to reach both the CRB non users- and CRB past users with simple yet interesting idea and give them an experience that leaves a strong brand impact in their mind.

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Final castrol eFAQs Castrol India Ltd's Rural Marketing by RC&M India

  1. 1. BackgroundCompany Castrol India LtdBrand Name CRB PlusProduct type/ Description Tractor Engine oilCategory Rural Marketing Program Of the Year Best Innovative rural marketing initiative a. Rural initiative conducted in strictly rural areas (i.e.) in villages between 20000- 100000 populationTitle Operation Attack By Experiential Marketing
  2. 2. Experiential Marketing Castrol: ‘Operation Attack’Castrol the leading engine oil company had re-launched- CRB plus, tractor engine oil, in lowsales area. They wanted to reach both the CRB non users- and CRB past users with simple yetinteresting idea and give them an experience that leaves a strong brand impact in their mind.Brief/Objective? demonstrate the benefit of CRB Plus (with) Heat proof formula To? show how the engine oil lubricates even at 300 deg C protecting the engine To?Re-establish CRB plus in a strong competitors market? dynamically drive home the brand proposition by comparing ordinary oil & CRB Plus. To?Trigger consumer conversions from competitors brand to CRB plus?Motivate retail channelsTarget Audience?Farmers and mechanics? group- 20- 45 years Age?Owns 1- 2 tractors?Decision maker? be influenced easily Can?Seeks value for money 1
  3. 3. CONCEPT Experiential MarketingStrategy for collaterals –The markets for this promotionwere strong competition marketswith low CRB share.A hard hitting convincing campaignnamed Operation attack wasactivated to get conversionsthrough strong communication ofthe product proposition, hencetaking the customer experience theinside of the engine of a tractor bymaking him visually see -? working of the oil inside The the engine through a larger than life mechanism so as to demonstrate the benefit of CRB plus to the TG? a comparison between an Do ordinary oil and CRB plus at a higher temperature of 300 degree to show the difference?Reaching customer through a movie – Jai Kissan , with a tone of communication that would appeal to the emotions of the lapsed CRB plus user like a long lost friend. The movie encouraged TG to embrace a friend in the form of CRB plus who has always protected his tractor. 2
  4. 4. CUSTOMISATION Experiential MarketingReaching out to customer at their work place- CRB targeted customers viewing an aspiring brand movie named Jai kissan in a closed air conditioned bus. Comfortable seating arrangements n refreshments keep the customer hooked to the message. e trials generat esence a t Sale Kiosk to Brand Pr shops re ips and ty dealersh neration quiry ge D ata n en r at Tracto L ive Demo u bs echanic h m an di n m Highlighting product features CRB activation with to customers local mechanics 3
  5. 5. SCALE Experiential Marketing 6
  6. 6. RESULT Experiential Marketing 1500 shows in 90 days 65 districts – Top of Mind Awareness of CRB plus Reached 150000 across India increased by 12.1% viz-a-viz last quarter. farmers – Preference share increased of CRB 17,400 liters plus by 3.1% in comparison to last quarter. of CRB oil sold during campaignBrand proposition recall and intention to purchase– 79% recall the brand proposition correctly. (base 50 TG post campaign feedback)– 65% CRB non users explicitly expressed their willingness to shift to CRB Plus (base 200 TG) Source : Activation agency Percentage of growth in D1, D2 & D3 market D1=High potential, low CRB share D2=High potential, strong CRB hold 17% D3=OEM market with M&M tractors 8% 7% D1 D2 D3 Dealer- Jhansi This initiative is first ever in our history. The footfall and enquiries have doubled after the activation Customer testimonial Dealer testimonial 7

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