This document outlines HPM's brand promotion strategies and tactics. It discusses selecting products for branding that have room for growth and increased market share. Both below-the-line (BTL) and above-the-line (ATL) activities are used. BTL includes demonstrations, prescriptions, farmers meetings and involves direct farmer contact. ATL is used once brand awareness reaches 10% and includes banner displays, posters and van campaigning. The goal is to strengthen brands and increase sales of selected products through these promotion activities.
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. 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. 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. 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.
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
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.
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.
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.
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.
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. 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
