Mahindra Bhoomiputra235 DI <br />
Project:Mahindra Bhoomiputra 235 DI <br />Mission: Establish the airflow positioning    <br />Category: Marketing & Sales ...
Objective<br />Grab shares in the <30 HP segment<br />Re-position the competition<br />Establish the Airflow positioning<b...
Brand objectives<br />Grab shares in the <30 HP segment<br />Re-position the competition<br />Establish the Airflow positi...
Potential target customer<br />Entry level farmer looking <br />for a source of <br />multiple income streams<br />Large F...
Customer profile<br />Need for low HP tractor<br />High mileage n low cost<br />Low operating cost<br />Require mainly for...
Activation Objectives<br />Drive Brand Salience<br />Deliver Touch & Try experience at the customer’s doorstep<br />Custom...
Integrated Communication Program<br />
Events & Road Show<br />Four tools were used to show the AIR FLOW TECHNOLOGY<br /><ul><li>Air flow chamber– to give live e...
Wind mill to depict airflow- to highlight the strength of air </li></ul>Phase –I <br />
<ul><li>Marine wind direction bags- To highlight the direction of the wind
Kamai chakra – To relate with continuous income of farmer ..month over month </li></li></ul><li>Experience with innovation...
Experience with innovation and technology<br />
Experience with innovation and technology<br />
Experience with innovation and technology<br />
Experience with innovation and technology<br />
Experience with innovation and technology<br />
Experience with innovation and technology<br />
Experience with innovation and technology<br />
Experience with innovation and technology<br />
Experience with innovation and technology<br />
Experience with innovation and technology<br />
Experience with innovation and technology<br />
Closer look inside the chamber<br />Brand A/V on High Resolution Projection Screen is played<br />
The wind mills were installed at the arena for depicting the airflow technology<br />
Kamai chakra<br />Depiction of the usage on a monthly basis<br />Reinforcing earnings throughout the year with the advanta...
Out of home<br />Phase –II <br /><ul><li>STD Booths
Highway  Roads
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Mahindra Bhoomiputra 235 DI - Establish the airflow positioning by RC&M India

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Establish the air flow positioning for Mahindra Bhoomiputra 235 DI tractor by RC&M India. Its Brand objectives are grab shares in th <30 HP segment, Re-position the competition and Establish the Airflow positioning for the customers who need for low HP tractor, need high mileage in low cost, low operating cost, seeks raise in social status.

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Mahindra Bhoomiputra 235 DI - Establish the airflow positioning by RC&M India

  1. 1. Mahindra Bhoomiputra235 DI <br />
  2. 2. Project:Mahindra Bhoomiputra 235 DI <br />Mission: Establish the airflow positioning <br />Category: Marketing & Sales <br />Agency: RC&M <br />Client: Mahindra & Mahindra <br />
  3. 3. Objective<br />Grab shares in the <30 HP segment<br />Re-position the competition<br />Establish the Airflow positioning<br />
  4. 4. Brand objectives<br />Grab shares in the <30 HP segment<br />Re-position the competition<br />Establish the Airflow positioning<br />
  5. 5. Potential target customer<br />Entry level farmer looking <br />for a source of <br />multiple income streams<br />Large Farmers <br />>20 acres<br />2%<br />Medium Farmers <br />5-20 acres<br />18%<br />Marginal & Small Farmers<br /><5 acres<br />80%<br />
  6. 6. Customer profile<br />Need for low HP tractor<br />High mileage n low cost<br />Low operating cost<br />Require mainly for haulage n cultivation<br />Seeks raise in social status<br />
  7. 7. Activation Objectives<br />Drive Brand Salience<br />Deliver Touch & Try experience at the customer’s doorstep<br />Customized sales talk for consumer groups<br />Drive Enquiries<br />
  8. 8. Integrated Communication Program<br />
  9. 9. Events & Road Show<br />Four tools were used to show the AIR FLOW TECHNOLOGY<br /><ul><li>Air flow chamber– to give live experience on the power of air
  10. 10. Wind mill to depict airflow- to highlight the strength of air </li></ul>Phase –I <br />
  11. 11. <ul><li>Marine wind direction bags- To highlight the direction of the wind
  12. 12. Kamai chakra – To relate with continuous income of farmer ..month over month </li></li></ul><li>Experience with innovation and technology<br />
  13. 13. Experience with innovation and technology<br />
  14. 14. Experience with innovation and technology<br />
  15. 15. Experience with innovation and technology<br />
  16. 16. Experience with innovation and technology<br />
  17. 17. Experience with innovation and technology<br />
  18. 18. Experience with innovation and technology<br />
  19. 19. Experience with innovation and technology<br />
  20. 20. Experience with innovation and technology<br />
  21. 21. Experience with innovation and technology<br />
  22. 22. Experience with innovation and technology<br />
  23. 23. Experience with innovation and technology<br />
  24. 24. Closer look inside the chamber<br />Brand A/V on High Resolution Projection Screen is played<br />
  25. 25. The wind mills were installed at the arena for depicting the airflow technology<br />
  26. 26. Kamai chakra<br />Depiction of the usage on a monthly basis<br />Reinforcing earnings throughout the year with the advantageous “air flow technology”<br />Sikkonkikhankhanahatsunai de pure saal<br />
  27. 27. Out of home<br />Phase –II <br /><ul><li>STD Booths
  28. 28. Highway Roads
  29. 29. Spare part shop
  30. 30. Fertilizer and seed shop
  31. 31. Dealer Outlets
  32. 32. Cooperative Societies
  33. 33. Mechanic Hubs</li></ul>Branded 2000 outlets<br />
  34. 34. Direct marketing<br />To close on hot & prospect enquires created by the dynamic activation<br />Intensifying one to one interaction<br />Gauging out consumer behavior n response<br />Customer preference segmentation <br />Knowledge collection on value additions <br />Platform to understand the competition from the users<br />Phase –III <br />
  35. 35. Thank you<br />

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