Shopno Beej (Drought Resistent seed)

Asad AhmedFarmer

Dinajpur, Ramshagar

STORY OF ASAD

Questions we asked

When does drought occur?

How many months/days does this drought last?

Which crops are supposed to be cultivated during drought?

Findings

• Drought mostly occurs during Falgun-Chaitroalso can occur in Kartikh-Agrohayon

• Drought lasts for 1 to 2 months

• They cultivate Paddy, Oil seed, Pulse, Wheat, Corn.

Facts

• Using deep tube well and heavy motors

• Water being lifted up from 40-45 feet below the surface

• Irrigation cost per Bigha 10-15 thousand tk

• Deep tube well costs 1.5 – 2 lac

• Depletion of ground water is occuring at an alarming rate

• Scope of increasing the irrigation area is limited.

It is clear that drought is inevitable

So to fight droughtFarmers need

Drought Resistant Seeds

SOLUTION

“Given the potential upcoming crisis, ‘shopnobeej’ can be the saviour of our farmers, and resultantly the agriculture. But, our rural farmers need to be awarred and trained about the usage of this product properly.’’

Md. Sultan Giasuddin,Assistant Director,BADC, Modhupur

‘’Distribution of seeds can be profitable if the demand of them can be created properly’’

Md. Rashidujjaman,Seeds’ Dealer

Dr Mushtaque ChowdhuryVice-ChairpersonBRAC

“Current condition of Bangladesh is now much helpful for NGO’s to function.The level credibility,earned so far, ease their path for any product promotion”

Experts’ comments

Target market

segmentation

Drought prone fertile localitiesDistricts : Dinajpur joypurhat, Rangpur, rajshahi

Male farmersAge : 16-55Marginalized peasants

Hard workingSuperstitiousLess adaptibilityEasily satisfiable

Geographic:

Demographic:

Psychographic:

Selected crop Variance and Timeline

Selected crop types: Paddy, Wheat, Pulse

Crop Sowing time Harvest time

Paddy Mid march to mid April Mid july to mid august

Wheat Nov-Dec Mid March to Mid April

Pulse Mid September to MidOctober

Late Nov-Dec

Selected Areas : Dinajpur joypurhat, Rangpur, rajshahi

Campaign Objective

Aware affected farmers about Drought resistant seeds

Campaign Strategy

Long Term Strategy

To have our farmers having a journey of drought resistent seeds’ awareness to

loyalty

Short Term Strategy

Year 1: Awareness and Knowledge

Year 2 Self driven uses

Year 3 Spreading the successe

IMC

Year 1

Pilot Project (activation)

Dinajpur, Ramshagar

Rajshahi, Baghmara Joypurhat, Kalai

Rangpur, Pirganj acre land Closer to local Bazar

Ambassador

Shykh Seraj

Renowned agriculture development activist

Huge engagement with Bangladeshi rural farmers

Influential personality

Cultural Fest

GambhiraIntroducing shopnobeej through nana natis’ poetic dance

PalagaanSongs about Shopno beej

Local Govt. Involvement

• Chairman • Members

Union Parishad

Local School Campaign

• People from agrojatra, along with the teachers, will conduct an awareness programe to students at break.

• The school will call for parents meeting where the teachers will address the drought issue and give the solution as of using the seed

Local imam speech

on Friday afternoon

Tv radio campaign

• BTV• Bangladesh Betar

Krishi Dibanishi prog

Year 2

Shopno Mela

• Variety of showpno seeds will be exibited and sold• Farmers gathering• Information zone

At Winter

Success Story Sharing

• Ridoye maati o manush

• Agri segments of TV news programme

Year 3

Farmers Relationship Management

Farmers Care Unit

Success Stroy Sharing, continues

BTV

Agriculture segments of the news program

Scare Crow

NCTB Text Books

Suggesting Government to include a lesson in NCTB text books about the seed

IMC Timeline

Vehicle Year Year 2 Year

Pilot Project

Cultural fest

Local Govt. Involvement

School Campaign

TV campaign

Shopno Mela

Success Story Sharing

Farmers RM

Radio campaign

Scare crow

BUDGET

Item Amount tk

Pilot project(40,000x4)

Cultural Fest(30,000x4)

Tv campaign

Radio

Total

Year 1

Item Amount tk

Mela(40,000x4)

Tv campaign

Radio

Total

Year 2

Item Amount tk

Farmers relationship management

Scare crow 300X300

Radio

Total

Year

BUDGET OVERVIEW

1st year46%

2nd year37%

3rd year17%

COST

Witnessing

Become inspired

Awareness

Researching

Explore and consider

Purchasing

Moment of sale

Using

Sharing

Loyalty

Aspiration Consideration Advocate

Farmers’ Journey Framework

RDC

Awareness video clip