Presentation on Escorts Inverter Tractor Campaign Ab Roshni Se Seencho…. Desh ki Buniyaad, Desh ka Pehla Inverter Tractor

• 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.

Marketing Objective

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• 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”

Positioning

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• Buyer– Larger and medium size farmers– With pucca or semi pucca house– Electricity connection

• Influencer– Family Members

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Target Audience

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• Brand Communication

Communication Strategy

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Advertising and Marketing Communication

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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

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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….

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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

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Campaign Thought

• Impossible is nothing now…

• With your own power house, every dream of yours will look like surprising truth…

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A van equipped to demonstrate the features

A concept was developed “Pappu Pass Ho Gaya”

Games to induce brand salience

Flipchart story

Models finalized

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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

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• 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.

Summary

State Van Days Villages Audience on Van/Skit

Audience per show

Reach through direct contact and flipchart

Total reach (direct)

Madhya Pradesh 2 121 457 23920 52 91400 115320Uttar Pradesh 1 90 360 23670 66 72000 95670Rajasthan 1 90 223 13331 60 44600 57931Bihar 1 84 303 14594 48 60600 75194Total 5 385 1343 75515 56 268600 344115

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• 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.

Result

April'10 - March'11 April'11-March'120

2000

4000

6000

8000

10000

12000

14000

3516

11711

No. of Tractors Sold

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Activity Snapshot

Thanks!