Shopno Beej (Drought Resistent seed) Marketing strategy

2. Asad Ahmed
Farmer
Dinajpur, Ramshagar
STORY OF ASAD

3. Questions we asked
When does drought occur?
How many months/days does this drought last?
Which crops are supposed to be cultivated during drought?

4. Findings
• Drought mostly occurs during Falgun-Chaitro
also can occur in Kartikh-Agrohayon
• Drought lasts for 1 to 2 months
• They cultivate Paddy, Oil seed, Pulse, Wheat, Corn.

5. Facts
• Using deep tube well and heavy motors
• Water being lifted up from 40-45 feet below the surface
• Irrigation cost per Bigha 10-15 thousand tk
• Deep tube well costs 1.5 – 2 lac
• Depletion of ground water is occuring at an alarming rate
• Scope of increasing the irrigation area is limited.
It is clear that drought is inevitable

6. So to fight drought
Farmers need
Drought Resistant Seeds

7. SOLUTION

8. “Given the potential upcoming crisis,
‘shopnobeej’ can be the saviour of our farmers,
and resultantly the agriculture. But, our rural
farmers need to be awarred and trained about
the usage of this product properly.’’
Md. Sultan Giasuddin,
Assistant Director,
BADC, Modhupur
‘’Distribution of seeds can be
profitable if the demand of them
can be created properly’’
Md. Rashidujjaman,
Seeds’ Dealer
Dr Mushtaque Chowdhury
Vice-Chairperson
BRAC
“Current condition of
Bangladesh is now much
helpful for NGO’s to function.
The level credibility,earned so
far, ease their path for any
product promotion”
Experts’ comments

9. Target market
segmentation
Drought prone fertile localities
Districts : Dinajpur joypurhat, Rangpur, rajshahi
Male farmers
Age : 16-55
Marginalized peasants
Hard working
Superstitious
Less adaptibility
Easily satisfiable
Geographic:
Demographic:
Psychographic:

10. Selected crop Variance and Timeline
Selected crop types: Paddy, Wheat, Pulse
Crop Sowing time Harvest time
Paddy Mid march to mid April Mid july to mid
august
Wheat Nov-Dec Mid March to Mid
April
Pulse Mid September to Mid
October
Late Nov-Dec
Selected Areas : Dinajpur joypurhat, Rangpur, rajshahi

11. Campaign Objective
Aware affected farmers about Drought resistant seeds

12. Campaign Strategy

13. Long Term Strategy
To have our farmers having a journey of
drought resistent seeds’ awareness to
loyalty

14. Short Term Strategy
Year 1: Awareness and
Knowledge
Year 2 Self driven uses
Year 3 Spreading the successe

15. IMC

16. Year 1

17. Pilot Project (activation)
 Dinajpur, Ramshagar
 Rajshahi, Baghmara
 Joypurhat, Kalai
 Rangpur, Pirganj
 acre land
 Closer to local Bazar

18. Ambassador
Shykh Seraj
 Renowned agriculture
development activist
 Huge engagement with
Bangladeshi rural
farmers
 Influential personality

19. Cultural Fest
Gambhira
Introducing shopnobeej through nana natis’ poetic dance
Palagaan
Songs about Shopno beej

20. Local Govt. Involvement
• Chairman
• Members
Union Parishad

21. Local School Campaign
• People from agrojatra, along with the teachers, will conduct an
awareness programe to students at break.
• The school will call for parents meeting where the teachers will
address the drought issue and give the solution as of using the
seed

22. Local imam speech
on Friday afternoon

23. Tv radio campaign
• BTV
• Bangladesh Betar
Krishi Dibanishi prog

24. Year 2

25. Shopno Mela
• Variety of showpno seeds will be exibited and sold
• Farmers gathering
• Information zone
At Winter

26. Success Story Sharing
• Ridoye maati o manush
• Agri segments of TV news programme

27. Year 3

28. Farmers Relationship Management
Farmers Care Unit

29. Success Stroy Sharing, continues
BTV
Agriculture segments of the
news program

30. Scare Crow

31. NCTB Text Books
Suggesting Government to
include a lesson in NCTB text
books about the seed

32. IMC Timeline
Vehicle Year Year 2 Year
Pilot Project
Cultural fest
Local Govt. Involvement
School Campaign
TV campaign
Shopno Mela
Success Story Sharing
Farmers RM
Radio campaign
Scare crow

33. BUDGET

34. Item Amount tk
Pilot project
(40,000x4)
Cultural Fest
(30,000x4)
Tv campaign
Radio
Total
Year 1

35. Item Amount tk
Mela
(40,000x4)
Tv campaign
Radio
Total
Year 2

36. Item Amount tk
Farmers relationship
management
Scare crow 300X300
Radio
Total
Year

37. BUDGET OVERVIEW
1st year
46%
2nd year
37%
3rd year
17%
COST

38. Witnessing
Become
inspired
Awareness
Researching
Explore and consider
Purchasing
Moment of sale
Using
Sharing
Loyalty
Aspiration Consideration Advocate
Farmers’ Journey Framework

39. RDC

40. Awareness video clip