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HPM BRAND PROMOTIONS
WHICH PRODUCTS WE LOOK FOR
BRANDING
• THE PRODUCTS WHICH HAVE LITTLE
PRESENCE BUT SCOPE FOR GROWTH.
• THE PRODUCTS WITH SC...
HOW WE LOOK INTO BRANDING
WE FOLLOW TWO BASIC METHODS OF
BRANDING:
1. BELOW THE LINE OR BTL
2. ABOVE THE LINE OR ATL
WHAT IS BTL
BELOW THE LINE OR BTL ACTIVITIES ARE USUALLY CARRIED OUT BELOW
THE VISIBILITY LEVEL. THE BASIC TYPES OF BTL AC...
TYPES OF FARMERS AND TARGETED
DIRECT FARMERS CONTACT
THERE ARE THREE TYPES OF FARMERS
1. PROGRESSIVE FARMERS
2. FOLLOWERS
...
FARMERS CONTACT
FARMERS CONTACTS
PRESCRIPTIONS
DURING FIELD VISIT THE FARMERS SHARE
THE PEST PROBLEMS THEY ARE FACING
WITH OUR REPRESENTATIVES AND THERE
WE...
SAMPLE PRESCRIPTION PAD
ISSUING PRESCRIPTIONS
PRESCRIPTIONS
DEMONSTRATIONS
DEMONSTRATIONS ARE DONE TO SHOW THE DIFFERENCE OF
THE PRODUCT EFFICACY OVER A TRADITIONAL PRODUCT.
DEMONSTR...
METHOD DEMONSTRATION
METHOD DEMONSTRATIONS
COMPARATIVE RESULT DEMONSTRATION WITH 24 KARAT IN MAIZE
WITHOUT 24 KARAT
APPLICATION
WITH 24 KARAT SOIL
APPLICATION
FIELD DAY
AFTER SUCCESSFUL RESULT DEMONSTRATION
THE PROGRESSIVE FARMERS OF THE LOCALITY
ARE INVITED TO VISIT THE FIELD AND...
FIELD VISIT FOLLOWED BY GROUP
MEETING
GROUP MEETING
THESE MEETINGS ARE NOT PLANNED, BUT
ATTEMPTED ONCE OR TWICE A DAY IN A
CROWDED PLACE OF MARKET/ FIELD
WHERE ...
GROUP MEETINGS
GROUP MEETINGS
GROUP MEETINGS
FARMERS MEETINGS
FARMERS MEETINGS ARE PLANNED
MEETINGS WHERE THE LIST OF
PROGRESSIVE FARMERS ARE INFORMED
BEFORE TO ATTEND...
FARMERS MEETING
DEALERS MEETINGS
ATL ACTIVITIES
ATL ACTIVITIES OR ABOVE THE LINE ACTIVITIES ARE DONE WHEN A
PRODUCT HAS REACHED CERTAIN LEVEL OF AWARENESS ...
TYPES OF ATL ACTIVITIES
• DISPLAY BANNER AT DEALER POINT
• DISPLAY DANGLERS AT DEALER POINT
• DISPLAY LAMP POSTERS ON THE ...
DISPLAY BANNER AT DEALER POINT
DISPLAYED BANNER
DISPLAY DANGLERS AT DEALER POINT
DANGLER DISPLAY
DISPLAY LAMP POSTERS ON THE ROAD
VISIBLE TO THE PASSERBY
DISPLAY COLOUR PRODUCT POSTERS
VAN CAMPAIGING
HISTAR VAN CAMPAIGNING AT NIGHT
VAN CAMPAIGNING
24 KARAT SOIL APPLICATION IN
PADDY 24 KARAT IN PADDY
24 KARAT WITH UREA AS SOIL
APPLICATION IN PADDY
VAN CAMPAIGNING
ESCADA FOR BPH IN PADDY
VAN CAMPAIGNING
HIFIT IN PADDY
VAN CAMPAIGNING
SUPER SONATA IN VEGETABLES
THANK YOU
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Hpm brand promotions

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Hpm brand promotions

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Hpm brand promotions

  1. 1. HPM BRAND PROMOTIONS
  2. 2. WHICH PRODUCTS WE LOOK FOR BRANDING • THE PRODUCTS WHICH HAVE LITTLE PRESENCE BUT SCOPE FOR GROWTH. • THE PRODUCTS WITH SCOPE FOR INCREASED MARKET CAPITALIZATION. • THE PRODUCTS WHICH STRENGTHEN THE BOTTOMLINE OF THE COMPANY. • WE PLANNED TO GO FOR 24 KARAT, SUPER SONATA, HISTAR, DEVSENA, ARPIT, PREDICT FOR BRANDING.
  3. 3. HOW WE LOOK INTO BRANDING WE FOLLOW TWO BASIC METHODS OF BRANDING: 1. BELOW THE LINE OR BTL 2. ABOVE THE LINE OR ATL
  4. 4. WHAT IS BTL BELOW THE LINE OR BTL ACTIVITIES ARE USUALLY CARRIED OUT BELOW THE VISIBILITY LEVEL. THE BASIC TYPES OF BTL ACTIVITIES ARE: • DIRECT CONTACT • PRESCRIPTIONS • DEMONSTRATIONS • FIELD DAY • GROUP MEETING • FARMERS MEETING • DEALERS MEETINGS BTL ACTIVITIES ARE DONE FOR NEW PRODUCTS OR PRODUCTS HAVING VERY LITTLE MARKET AWARENESS OR PRESENCE. GENERALLY A PRODUCT HAVING LESS THAN 10% OF MARKET CAPITALIZATION SHOULD HAVE BTL ACTIVITIES.
  5. 5. TYPES OF FARMERS AND TARGETED DIRECT FARMERS CONTACT THERE ARE THREE TYPES OF FARMERS 1. PROGRESSIVE FARMERS 2. FOLLOWERS 3. LAGGERDS • THE PROGRESSIVE FARMERS ARE THOSE WHO ARE KEEN TO CHANGES AND ADOPT CHANGES IF FOUND BENEFICIAL TO HIS CULTIVATION. • THE FOLLOWERS ARE THE FARMERS WHO FOLLOW THE PROGRESSIVE FARMERS • THE LAGGERDS ARE THOSE WHO ARE VERY STUBBORN AND DO NOT EASILY RESPOND TO CHANGES. WE TARGET THE PROGRESSIVE FARMERS AND MAKE A LIST OF FARMERS FROM EACH RETAIL POINT FOR CONTACT.
  6. 6. FARMERS CONTACT
  7. 7. FARMERS CONTACTS
  8. 8. PRESCRIPTIONS DURING FIELD VISIT THE FARMERS SHARE THE PEST PROBLEMS THEY ARE FACING WITH OUR REPRESENTATIVES AND THERE WE PRESCRIBE IN A STANDARD FORM THE PROBABLE SOLUTION TO THE FARMERS WHICH IS VERY EFFECTIVE TOOL OF BRANDING
  9. 9. SAMPLE PRESCRIPTION PAD
  10. 10. ISSUING PRESCRIPTIONS
  11. 11. PRESCRIPTIONS
  12. 12. DEMONSTRATIONS DEMONSTRATIONS ARE DONE TO SHOW THE DIFFERENCE OF THE PRODUCT EFFICACY OVER A TRADITIONAL PRODUCT. DEMONSTRATIONS ARE OF TWO TYPES. 1. RESULT DEMONSTRATIONS IT INVLOVES DEMONSTRATION IN COMPARISON TO THE TRADITIONAL PRODUCT SIDE BY SIDE AND SHOW THE DIFFERENCE OF RESULT AFTER A WAITING PERIOD. RESULT DEMONSTRATION IS DONE WITH PROPER PLANNING WHICH ARE FOLLOWED BY FIELD DAY. 2.METHOD DEMONSTRATIONS IT INVOLVES SPOT DEMONSTRATIONS IN A PIECE OF LAND TO SHOW THE EFFICACY OF THE PRODUCT. MORE FREQUENTLY THIS TYPE OF DEMONSTRATION IS DONE.
  13. 13. METHOD DEMONSTRATION
  14. 14. METHOD DEMONSTRATIONS
  15. 15. COMPARATIVE RESULT DEMONSTRATION WITH 24 KARAT IN MAIZE WITHOUT 24 KARAT APPLICATION WITH 24 KARAT SOIL APPLICATION
  16. 16. FIELD DAY AFTER SUCCESSFUL RESULT DEMONSTRATION THE PROGRESSIVE FARMERS OF THE LOCALITY ARE INVITED TO VISIT THE FIELD AND CHECK THE DIFFERENCE “SEEING IS BELIEVING” METHOD. AFTER THE FIELD VISIT A SMALL GROUP MEETING IS CONDUCTED TO ELABORATE THE PRODUCT DETAILS TO THE PROSPECTIVE FARMERS WITH PRESCRIPTIONS.
  17. 17. FIELD VISIT FOLLOWED BY GROUP MEETING
  18. 18. GROUP MEETING THESE MEETINGS ARE NOT PLANNED, BUT ATTEMPTED ONCE OR TWICE A DAY IN A CROWDED PLACE OF MARKET/ FIELD WHERE WE GET AT LEAST 15-20 FARMERS.
  19. 19. GROUP MEETINGS
  20. 20. GROUP MEETINGS
  21. 21. GROUP MEETINGS
  22. 22. FARMERS MEETINGS FARMERS MEETINGS ARE PLANNED MEETINGS WHERE THE LIST OF PROGRESSIVE FARMERS ARE INFORMED BEFORE TO ATTEND THE MEETING IN ORDER TO DESSIMINATE THE NEW INFORMATIONS OF CULTIVATION PRACTICE ALONG WITH THE PRODUCTS OF BRANDING.
  23. 23. FARMERS MEETING
  24. 24. DEALERS MEETINGS
  25. 25. ATL ACTIVITIES ATL ACTIVITIES OR ABOVE THE LINE ACTIVITIES ARE DONE WHEN A PRODUCT HAS REACHED CERTAIN LEVEL OF AWARENESS IN THE MARKET. AS A THUMB RULE IT SHOULD BE 10% OF THE MARKET CAPITALIZATION. THE AWARENESS HAS TO BE CROP SPECIFIC AND ACCORDINGLY THE ATL ACTIVITY SHOULD BE CONDUCTED. FOR EXAMPLE THE AWARENESS OF 24 KARAT IN POTATO IS MORE AND IN MAIZE IS VERY LITTLE SO WE HAVE NOT DONE ATL IN MAIZE FOR 24 KARAT BUT WE HAVE DONE ATL IN POTATO FOR 24 KARAT.. WE HAVE CONFINED OUR MAIZE PROMOTION OF 24 KARAT THROUGH BTL ONLY THIS YEAR.
  26. 26. TYPES OF ATL ACTIVITIES • DISPLAY BANNER AT DEALER POINT • DISPLAY DANGLERS AT DEALER POINT • DISPLAY LAMP POSTERS ON THE ROAD WHICH IS VISIBLE TO THE PASSERBY. • DISPLAY COLOUR POSTERS TO MAKE THE CUSTOMER AQUANTED TO THE SIZE, SHAPE AND FEATURE OF THE PRODUCT AS TARGETED. • DISPLAY VAN CAMPAIGNING WITH DISTRIBUTION OF HANDBILL/LITERATURES
  27. 27. DISPLAY BANNER AT DEALER POINT
  28. 28. DISPLAYED BANNER
  29. 29. DISPLAY DANGLERS AT DEALER POINT
  30. 30. DANGLER DISPLAY
  31. 31. DISPLAY LAMP POSTERS ON THE ROAD VISIBLE TO THE PASSERBY
  32. 32. DISPLAY COLOUR PRODUCT POSTERS
  33. 33. VAN CAMPAIGING
  34. 34. HISTAR VAN CAMPAIGNING AT NIGHT
  35. 35. VAN CAMPAIGNING 24 KARAT SOIL APPLICATION IN PADDY 24 KARAT IN PADDY
  36. 36. 24 KARAT WITH UREA AS SOIL APPLICATION IN PADDY
  37. 37. VAN CAMPAIGNING ESCADA FOR BPH IN PADDY
  38. 38. VAN CAMPAIGNING HIFIT IN PADDY
  39. 39. VAN CAMPAIGNING SUPER SONATA IN VEGETABLES
  40. 40. THANK YOU

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