Presentation on Escorts Inverter Tractor Campaign
Ab Roshni Se Seencho…. Desh ki Buniyaad, Desh ka Pehla Inverter Tractor
Marketing Objective
• The Inverter Tractor is a simple value add that makes a
significant / quantum impact on the quality of life of the farmer.
Marketing objective is two fold:
– A) To leverage and derive maximum mileage from the "life
changing" innovation for gaining positive WOM and Image
makeover (in medium and weak areas) and enhanced brand
image (in strong areas).
– B) Utilize this value add to gain direct sales advantage - peddle
this strong USP to gain additional sales volumes.
2
Positioning
• To be positioned as a product that enhances the quality of life
for the farmer & his family by ‘Lighting up his life’
The underlying fact, being :
“India’s 1st Inverter Tractor”
3
Target Audience
• Buyer
– Larger and medium size farmers
– With pucca or semi pucca house
– Electricity connection
• Influencer
– Family Members
4
4
Communication Strategy
• Brand Communication
5
Advertising and Marketing Communication
6
Key insight
• TV, Mobile, Radio and Bulb are basic essentials of life
• Electricity has always been a top promise to win elections, but
hardly been fulfilled sufficiently. Resulting in long power cuts
• Apart from Metro towns, power condition is grim in all parts of
our country
• Any solution to resolve power problems is always welcomed
7
Our Understanding
About the need
• Winter is bearable but Summer is difficult
• Students suffer studies during exams
• Darkness always is scary
• Medical emergencies get effected
• And many more….
8
Our Understanding
About the USP
• Awareness about the Inverter is fair but they need minimum
10-12 hours of electricity to recharge
• Villagers still rely on kerosene “kuppi” “Lalten” or Emergency
Tube to fight long power cuts
• Promises during election, remains hopeful for next 5 year “Bas
agle saal tak sab thik ho jayega”
• Rising expenses and poor monsoon doesn’t allows him to think
beyond basic needs
9
Campaign Thought
• Impossible is nothing now…
• With your own power house, every dream of yours will look like
surprising truth…
10
Models finalized
A van equipped to demonstrate the features
A concept was developed “Pappu Pass Ho Gaya”
Games to induce brand salience
Flipchart story
11
Activity
• Reach out to villages
• Door to door announcement to
invite everyone to Chaupal
• Introduce Inverter Waala Tractor
• Demonstrate
– Connect TV and play
– Connect Fan and Bulb
• Invite them to visit nearest haat
• Pappu paas ho gaya – Nukkad
• Interactive Games
• Lead Generation & Lucky Draw
Prizes
12
Days
Villages
Audience
on
Van/Skit
Audience
per show
Reach through
direct contact
and flipchart
Madhya Pradesh
Uttar Pradesh
Rajasthan
Bihar
Total
2
1
1
1
5
121
90
90
84
385
457
360
223
303
1343
23920
23670
13331
14594
75515
52
66
60
48
56
91400
72000
44600
60600
268600
Total
reach
(direct)
State
Van
Summary
115320
95670
57931
75194
344115
• During the campaign, brand message was directly conveyed to approx. 3.5
lakhs rural consumers through Skit & Flipchart.
• Brand exposure to approx. 5 lakhs people through the primary visibility
media (branded van), reminding media (banners, posters & leaflets) & other
initiatives (audio announcement, reaching influencers, etc)
• Generated approx. 2000 lead within 400 days i.e. 5 leads a day and 2 leads
per village.
• It means 2 out of 56 people visited to van shown interest on the spot,
although the purchasing new tractor is not an easy or quick decision for
farmers.
13
Result
• Total number of households that benefit directly from the Inverter
tractor so far (Total number of inverter tractors sold so far) – 19,716
• For a product launched a little more than 2 years ago, it is really
heartening to know that thousands have adopted the product and
use it regularly.
No. of Tractors Sold
14000
11711
12000
10000
8000
6000
4000
3516
2000
0
April'10 - March'11
14
April'11-March'12
Activity Snapshot
Thanks!