Rebranding ATL (including TVC) & BTL including CP Offer, Prints, Merchandizing, etc. and followed by Trade Promotion. Repositioning: Farmers’ Strength. Result: 100 Crore Revenue in 2015 with 30% pull-sales by the Farmers. Agency: In-house & Brandcom. © A Javed Khan Rumi Brand Communication, Management & Strategy and Creative Supervision.

2. R24 Power Tiller
is one of the leading cultivator
products in Bangladesh, brought to us by ACI Motors Ltd.
ACI Motors Ltd. is a concern of ACI Family, under ACI Agribusiness and
Pioneer in the industry as well as famous for high quality mechanization
solution providers of Agriculture sector in Bangladesh.
It has huge product ranges in this category.
INTRODUCTION OF R24

3. BRIEFING
• NEW LOGO DESIGN as RE-BRANDING
• REPOSITIONINGCORE TARGET
• Sales Target Increase
• Pull Sales IncreaseRational Target
• Brand Image Building as a Premium Brand.
• Best Quality Power Tiller.Emotional Target

4. CHALLENGES
Rational: One &
Only Competitors:
SIFENG, Market
Share 72%.
3% Share (Current)
belong to R24
which is among
18% of ACI Motors
PUSH Sales
Emotional: No
BRAND Equity &
Image, for this No
Loyalty

5. BENEFITS & COMPARISON
Most
Powerful
Best
Quality
Best Pace
for
Cultivation
Lucrative
Value for
Price

6. TARGET GROUP
Farmers & RSP – Primary Dealers - Secondary

7. OBJECTIVES
Establish a Voice over/Word of Mouth among the Farmers
Drive towards Fastest Solution Provider of Cultivation
Build Emotional Bondage with the Product Brand and ACI itself
Finally, RE-BRANDING & REPOSITIONING, i.e., Creating New Image and New Perception

8. OBJECTIVES (CONT.)
Overall, POSITIVE IMPACT ON SALES
VOLUME AND BRAND IMAGE BUILDING

9. CONSUMER INSIGHT
Insight comes to
life when
it’s told in such
a captivating
way
that makes
consumers stop
and say “hmm,
I thought I was
the only who
can get ROI in
the quickest
way”

10. CONSUMER INSIGHT (CONT.)
Farmers’
Choice R24
Power Tiller
R24 Power Tiller Power Tiller Power

11. UNDERSTANDING & SOLUTION FOR REACHING THE TARGET
New APPEARANCE/LOOK and NEW FASCIA
Emotional and Rational Positioning
A 360 Degree IMC, based on BTL, backed by ATL
Celebrity Endorsement

12. RATIONALE STRATEGY FOR COMMUNICATION
What do all Power
Tillers basically
do?
Faster Cultivation
in less Time
Consumption
What does a R24
do?
Fastest
Cultivation in
least Time
Consumption by
using more
Powerful
Technology

13. RATIONALE STRATEGY FOR COMMUNICATION (CONT.)
Power
Fastest
Least Time

14. EMOTIONAL STRATEGY FOR COMMUNICATION
POWER

15. EMOTIONAL STRATEGY FOR COMMUNICATION (CONT.)
Concept of Happy,
Modern and Powerful
Living and Lifestyle
of Farmers
POWERFUL BONDING
POWERFUL FARMERS

16. SET UP THE CREATIVE STRATEGY
Who Do We want to sell
to? (Target)
What are we
selling? (Benefit)
Why should they believe
us? (Reason To Believe)
What’s the long range
feeling the brand evokes
(Brand DNA)
What most energetic
feelings to the TG?

17. SET UP THE CREATIVE STRATEGY
Who Do We want to sell
to? (Target)
What are we
selling? (Benefit)
Why should they believe
us? (Reason To Believe)
What’s the long range feeling
the brand evokes (Brand
DNA)
What most powerful feelings
to the TG? (Brand
Engagement)

18. THE SOLUTION
R24 is Premium Quality
with Premium Price
R24 is saving farmers
energy & time and
transforming those into
POWER
R24 means Action, Force,
Pace and as a whole
POWER and finally a POWERFUL BONDING

19. SO … R24 …
Most desirable
Brand R24
Farmers’ Smile New Living &
Lifestyle of Farmers

20. BRAND NEW LOGO AS REBRANDING (PROPOSED)

21. BRAND NEW LOGO AS REBRANDING (PROPOSED)

22. STORYBOARDS
01 02 03 04 05
06 07 08 09 10
11 12 13 14 15

23. STORYBOARDS
16 17 18 19 20
21 22 23 24 10
11 12 13 15

24. ROAD SHOW PLAN & MODALITIES
01.
• Reaching Rural
areas for Solo
Photos with the
Farmers (rural
areas) those are
actually using
R24 Power
Tiller
02.
• Merchandizing
and displaying
Shop Sign
before Road
Show starting
(10 Days)
03.
• Announcing at
Local Cinema
Halls & Miking
at the rural
areas before
Road Show
starting (10
Days)
04.
• Screening Audio
Visual/s about
Product
Brand/s at Rail
Stations & Bus
Stations before
Road Show
starting (10
Days)
05.
• Displaying
Banner,
Festoon, etc.
before Road
Show starting
(10 Days)

25. ROAD SHOW PLAN & MODALITIES

26. CP OFFER & SCRATCH CARD PROGRAM
01.
• Farmers will rec
eive a surprise
scratch card wh
ile purchasing
R24.
02.
• Poster and
banner
for Dealer point
s and bazaar wit
h prize pictures.
03.
• Scratch card pri
ze announceme
nt during Road
Show
04.
• How To Win?
Famers will buy
a R24 Power
Tiller. Dealer
will offer him to
pick a scratch
card. Upon
scratching
farmers will
show the
winning prize to
dealers.
05.
• Dealer will note
down his all info
and tell the
farmers that he
will receive the
prize shortly.
Dealer will
inform ACI
Representative
to facilitate the
winning prize to
farmers.

27. CAMPAIGN DURATION (1ST PHASE)
12 Months (May, 2015 – April, 2016)

28. COMMUNICATION ENHANCEMENT
Launching Follow Up Engagement Amplification

29. FRAMEWORK FOR COMMUNICATION
Phase 1
• Brand Strategy
Development and Materials
• Creative
Phase 2
• Internal
Communication
• Creative
• Production
• Execution
• Dealer/Trade Conference
• Creative
• Production
• Execution
• Assessment & Feedback
Phase 3
• External Communication:
• Creative
• Production
• Execution
• Evaluation

30. PHASE 1: COMMUNICATION MATERIALS
BRAND Strategy Development and Materials
(Intellectual Property):
Logo
Logo Manual
Execution
including Brand
Guideline
Pay Off
Line/Slogan
Brand Story

31. PHASE 2: COMMUNICATION MATERIALS
Internal
Communication
• Bunting
• E-Banner
• X Banner
• Installation
• Business Card
• Letterhead
Dealer/Trade
Conference
• AV
• TP Offer
• CP Offer
• Branded Gift
• Concept & Vision
• Creative
• Production
• Execution
Assessment &
Feedback
• Insight Generate
for External
Communication

32. PHASE 3: COMMUNICATION MATERIALS
External Communication: BTL
Media
• Signboard (Retailer)
• Signboard (Mechanics)
• Electric Pole Sign
• Festoon
• Poster
• Leaflet & Flyer
• Vehicle Sticker
• X Banner
• Costume for Mechanics
• Road Show with various
Activities
• Farmers Activation
• Farmers Photo shoot
• Installation at Mechanics
Shop
• Sales Promotion
• Merchandizing
External Communication: ATL
Media
• TVC
• Pop Up
• Doggy
• Radio Spot
• Billboard
• Press AD
• PR Coverage for Celebrity
REMARKS & EVEALUATION
• Celebrity Endorsement
• Product Photo Shoot with
Model and without Model
• FB Page
• Foreign Trip

33. BIGGER AREAS OF BUDGETARY ALLOCATION
TVC
• 60 Sec (Full) based
Jingle TVC, Cut (40,
30, 20 & 10)
• TVC 30 & 20 Sec
Rubel
• TVC 10 Sec – L
Shape & Pop Up (CG
Based)
• RDC (all)
• 05. Signature Tune
• BDT 20 Lacs (min.)
Celebrity
Endorsement
• Rubel Hossain
• BDT 15 Lacs (max.)
Electronic Media
Buying
• TVC On-Airing at
GTV at Cricket
Games
• News Channels
• Few Entertainment
Channels
• BTV Friday (Bangla
Cinema)
• Bangladesh Betar &
2 FMs
• Tablet Sales Force
& DVD at the Stores
• YouTube &
Facebook
• BDT 60 Lacs
Outdoor, Print &
Press
• Newspaper (10
Insertions)
• Billboard (10 Nos. for
06 Months)
• Shop Sign &
Merchandizing
• Banner & Festoon
• Poster, Leaflet,
Sticker, Bunting,
Year End Promotion,
etc.
• BDT 40 Lacs (max.

34. BIGGER AREAS OF BUDGETARY ALLOCATION
Activations & Events
• Road Shows
• Farmers Engagement
• Dealer Conferences
• BDT 35 Lacs (min.)
Sales Promotions
• TP offer
• CP offer
• Gifts
• BDT 30 lacs (min.)

35. ROAD MAP
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
PRESS AD     
OOH      
Internet            
Road Show    
CPR & TPR  
SMS        
Branding            
Sponsorship   
POP/POS/POD        
RDC    
TVC   
Other Events  
Gifts 
AV for Trade 

36. THANKS