This document summarizes the efforts to promote TATA Agrico's tools online from June to August. It shows that digital marketing reached over 15 lakh people and engaged 42 thousand on Facebook. Around 614 tool units were sold. The recommendations are to increase revenue, create engaging content, build keyword authority, and run campaigns on third party sites to further promote the brand online.

1. This is an endeavor to showcase how
our concerted efforts have created an
impression on the minds of Gen Z and
millennials .

2. 01
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Out of all the segments
how many are fit for selling
online?
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Can we get an estimate
of the website traffic
and marketplaces?
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Name the online
platforms where our
potential buyers are
present .
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Primary Queries and Challenges
Can items like tools be
sold online?
If we sell them online how
shall it be done? An e-
commerce site/through
marketplaces ?
Are the contemporary
players selling online? If
yes then how?

3. Manufacturers are changing their retail
strategies and have entered the e-commerce
market with attractive websites and product
offerings to cater to the customer needs.
Are the contemporary
players selling online?
If yes then how?
Our Findings #1
Can items like tools be
sold online?
Brands of similar nature and stature that include,
Taparia, Stanley, Jhalani Forge Group, Hitachi,
BOSCH and Makita sell their products through
marketplaces like Amazon, Flipkart, Tolexo etc and
none of them sell through the mother site.
If we sell them online
how shall it be done?
An e-commerce
site/through
marketplaces ?
Selling through marketplaces is a better option
as the chances of earning a revenue through
these is much higher and this is a pretty cost-
efficient method.

4. Out of all the segments GPHT/General
Purpose Hand Tools and Garden tools are apt
for selling online as these are demanded by the
budding DIY audience (TG). Plumbers,
Mechanics, Farmers and other buyers prefer
the offline route.
Can we get an
estimate of the
website traffic and
marketplaces?
Our Findings #2
Out of all the segments
how many are fit for
selling online?
We used tools to understand the website traffic
and we found that marketplaces have a greater
share of traffic.Morever, there are certain exclusive
marketplaces (where tools and related equipment
are sold) like Tolexo,
Industrybuying,machinetoolsemart.
JKAgriShop.com, Bighaat, Urjakart
Name the online
platforms , which are
preferred by our
potential buyers.
Tolexo, Industrybuying,machinetoolsemart.
JKAgriShop.com, Bighaat, Urjakart, Flipkart,
Amazon, Quora, Instagram, Pinterest and
Facebook

5. The agricultural market of
India is expanding, which will
continue to provide a boost to
the sale of hand tools..
The prices of the tools
produced by TATA Agrico
are in sync with the
average market rate.
One of the primary
differentiators of TATA Agrico is
that it has a diverse portfolio
and cater to a wide category of
tool market.
Other Key Pointers
TATA Agrico has a firm pre and
post-sales support for which it has
many loyal customers who can
generate repeat businesses.

6. Suggested Roadmap (Quarter 1)
in the Strategy Phase
Revamp the Website
Facebook , Instagram
and Pinterest would be
the primary channels.
Revenue Generation
should happen through
marketplace.
We should work
towards brand
awareness amongst
the relevant audience.

7. Tryst with Digital
Shaping the Online Identity of TATA Agrico
(Journey from June-August)
Prepared by

8. Tracing the Roots
“Digital is not fit for crude items like handtools and garden tools”- Myth
After a rigorous research we traced out that there is a considerable demand for GPHT
and garden tools online. The challenge was to gauge the number of people opting for
them.
By studying the traffic estimates of different platforms like Flipkart, Amazon,
IndustryBuying, Urjakart, Moglix etc. and the search volumes of related keywords
we did get a number but the exact picture was still unclear to us.
Our “Tryst with Digital” started in the month of July and our findings in the process
have been listed in the following slides.
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9. Visibility and Brand Building
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Crafted a crafty story with
Garden Tools to appeal
the DIY section.

10. Visibility and Brand Building
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A set of bold communications
to capture the attention of
contemporary urban
audiencese.

11. Visibility and Brand Building
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August was the month of freedom where we
related how the tools of TATA Agrico have
empowered people and set many lives free.

12. Visibility and Brand Building
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“Each tool has a story”, each
creation has been linked to a story
and to make the process intriguing
we have personified the tools.

13. Primary Gains

14. “
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15. Our Observations (July-August)
◂ Reached 15,09,756 people via digital media including social
channels and 3rd party portals
◂ Out of 2,00,000 people we had reached out to ,42,422 got
engaged on Facebook.
◂ Around 614 units were sold
◂ People from West Bengal and Maharashtra are engaging
more on Facebook
We could gain a huge amount of friction by spending a minimal
amount online.
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16. Recommendations for the Road Ahead…
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Increase in Revenue
Creation of Deep
Assets(Documentaries, Community
Forums, Interactive Sessions with
Experts)
Building up of Keyword Authority
on Google
Effective Campaigns on 3rd Party
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Thanks!