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market activation program

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  1. 1. Adroit communications presents COMPREHENSIVE STRATEGY FOR Business promotion
  2. 2. Objective <ul><li>Increase your brand competitiveness and secure fast permeation of the product into the target market. </li></ul><ul><li>Ensure seamless marketing communication targeted at your core constituency </li></ul><ul><li>Predispose the option of the consumer to the tempting novelty of your product. </li></ul><ul><li>Switch on and provide momentum to the sales activity for the acquisition of a comfortable market share. </li></ul>
  3. 3. Potential for new entrants <ul><li>Increasing number of competitors </li></ul><ul><li>Shrinking operational constraint due to rapid infrastructural development </li></ul><ul><li>Rise of marketing nodes and accessibility points for consumers </li></ul><ul><li>Facility to leverage on the existent network of secondary sales points </li></ul>
  4. 4. Market growth indicators <ul><li>Huge demand for the product to ward off loss of farm output </li></ul><ul><li>Increase of farm subsidy by strategic policy makers at both state and central level. </li></ul><ul><li>Increasing involvement of NGOs to sensitize farmers on sustainable agricultural development </li></ul><ul><li>Consistent rise in the disposable income of the farmers </li></ul>
  5. 5. Major growth stimulants <ul><li>Vast untapped market </li></ul><ul><li>Increasing awareness among farmers regarding usage of pesticides </li></ul><ul><li>Demand of food grains outpacing supply </li></ul><ul><li>Thrust on promoting advanced tools and techniques to increase production level </li></ul><ul><li>Incentives by central and state governments to widen the loop of pesticide use </li></ul>
  6. 6. contours of our plan <ul><li>Strategy to position your product as an evolved variant of the same genre of alternatives. </li></ul><ul><li>Devising and adopting scalable modules of market promotion immune to obsolescence in the changing matrix of competitive marketing. </li></ul><ul><li>Familiarize your brand and generate positive vibes through a series of programs targeted at the end consumers. </li></ul><ul><li>Obtain market feedback and factor those into reconfigure the new level of strategy. </li></ul>
  7. 7. Program outlines <ul><li>Integrated marketing approach </li></ul><ul><li>Proportionate weightage to various components of the campaign depending on various factors like geographical position,socio economic condition and infrastructural connectivity . </li></ul><ul><li>Leveraging creative communication to generate maximum publicity </li></ul>
  8. 8. Activity modules <ul><li>Pre-launch programs </li></ul><ul><li>Inaugural program </li></ul><ul><li>Sales activation </li></ul><ul><li>Product promotion </li></ul><ul><li>Network development </li></ul><ul><li>Public relation campaign </li></ul><ul><li>On field support </li></ul><ul><li>Feedback collection and analysis </li></ul>
  9. 9. Pre-launch programs <ul><li>We will map the size of the market, study present volume of sale in the proposed operation zone, market share of the competitors, identify unsaturated areas and evaluate the scope of our campaign. </li></ul><ul><li>Prepare communication materials, brief media and organize logistical support. </li></ul>
  10. 10. <ul><li>We will select the venue, organize the function and ensure maximum exposure and publicity of the launching event. </li></ul><ul><li>Persons having expert knowledge in agriculture and allied sectors will be invited to assess and endorse the product. </li></ul><ul><li>Product orientation programs will be organized for agencies involved in the business of agricultural equipments and products. </li></ul>Inaugural program
  11. 11. Sales activation <ul><li>We will communicate with agencies who deal with products of the same category and persuade them to push drive your products to their customers. </li></ul><ul><li>We will contact NGOs, cooperative societies and government corporations working in the concerned field and enlist their support in favour your product. </li></ul><ul><li>We will help dealers and sales associates of your product to optimize their promotional spend by suggesting them the right media platform. </li></ul>
  12. 12. Mobile campaign <ul><li>Mobile campaign will include dispersal of custom fabricated vans with trained promoters along a pre specified route. They will station at high density population clusters and local marketing hubs. Your product will be displayed there and people will be informed about the distinguishing and value adding features of your product through multi media presentations. It will produce a halo effect as the message percolates down to the surrounding areas triggering inquisitiveness among the prospective customers . </li></ul>
  13. 13. Orientation programs <ul><li>Product orientation programs will be organized in select locations, mostly in the block and panchayat headquarters where people generally gather for various purposes.Micro exhibitions will be organized and promo materials will be distributed to generate interest and create an awareness among the people. Our promoters will also collect information from the people about their present usage pattern in a pre designed questionnaire. This will enable us to identify the determinants of his choice or predilection for a definite trait in a commodity that prompts him to buy that particular product. </li></ul>
  14. 14. Embedded programs <ul><li>This will include organization of surrogate events like dramatized road shows and thematic open competitions for the target group with an implicit message which will arouse interest in your product in the ripple zone of the program. </li></ul><ul><li>Self help groups, village committees and local clubs will be brought to a common platform to launch an awareness among the youths about the potential of agriculture as a profitable career option. </li></ul>
  15. 15. Public relation campaign <ul><li>As the image of a company largely depends on the perception of the public about its reliability and the value it brings to the society, PR activity has become an essential and effective tool to build and reinforce its brand strength.We will organize free workshops where farmers will be trained about the advantage of adopting mechanized agricultural methods and the use of fertilizers and pesticides to optimize their farm output. Free health camps with special emphasis on the diagnosis and treatment of farm related skin diseases which is rampant in rural Orissa as per the data available with us will be organized. We will also distribute farmers kits comprising of hybrid seeds,pestcide samples of your company and other useful accessories in selected areas. </li></ul>
  16. 16. Network development <ul><li>We will plug your product into the existing distribution network and develop new sales outlets in unrepresented areas. All promotional support like innovative schemes, initiatives and advertisement on localized basis will be extended to sellers, authorized dealers and retailers of your product. They will be instructed to register any grievance related to product and immediately report that to the office for initiation of corrective action. </li></ul>