Project: Mission: Establish the airflow positioning Category: Marketing & Sales Agency: RC&M Client: Mahindra &

Mahindra

Objective
Grab shares in the <30 HP segment Re-position the competition Establish the Airflow positioning

Brand objectives
Grab shares in the <30 HP segment Re-position the competition Establish the Airflow positioning

Potential target customer

Large Farmers >20 acres 2% Medium Farmers 5-20 acres 18% Marginal & Small Farmers <5 acres 80%

Entry level farmer looking for a source of multiple income streams

Customer profile
Need for low HP tractor High mileage n low cost Low operating cost Require mainly for haulage n cultivation Seeks raise in social status

Activation Objectives
Drive Brand Salience Deliver Touch & Try experience at the customers doorstep Customized sales talk for consumer groups Drive Enquiries

Integrated Communication Program

Phase I

Events & Road Show

Four tools were used to show the AIR FLOW TECHNOLOGY Air flow chamber to give live experience on the power of air Wind mill to depict airflow- to highlight the strength of air

 Marine wind direction bags- To highlight the direction of the wind Kamai chakra To relate with continuous income of farmer ..month over month

Experience with innovation and technology

Experience with innovation and technology

Experience with innovation and technology

Experience with innovation and technology

Experience with innovation and technology

Experience with innovation and technology

Experience with innovation and technology

Experience with innovation and technology

Experience with innovation and technology

Experience with innovation and technology

Experience with innovation and technology

Experience with innovation and technology

Closer look inside the chamber

Brand A/V on High Resolution Projection Screen is played

The

ind

ills

ere installed at the arena f r depi ting the airfl

technology

Kamai chakra
Depiction of the usage on a monthly basis Reinforcing earnings throughout the year with the advantageous air flow technology

Sikkonkikhankhanahatsunai de pure saal

Phase II

Out of home

STD Booths Highway Roads Spare part shop Fertilizer and seed shop Dealer Outlets Cooperative Societies Mechanic Hubs

Branded 2000 outlets

Phase III

Direct marketing
To close on hot & prospect enquires created by the dynamic activation Intensifying one to one interaction Gauging out consumer behavior n response Customer preference segmentation Knowledge collection on value additions Platform to understand the competition from the users

Thank you