FINAL CAPSULE-“Hosh uda de” Mahindra Arjun Ulta1-605 DI-On Ground Promotion by RC&M India

Objective

?Take the product in a innovative manner to the TG giving him an experience of Style and Technology.

?Communicate to the TG the long engine l i f e and ex t reme ly power fu l performance of Mahindra Arjun Ultra 1

?Reinforce Premiumness and Modernity

Target Audience:

Tractor owners looking for higher power tractor. Big and Affluent farmersBuying guided by his status and social standingNon-farmers dealing in trading and haulage of heavy material.

More style and technology

More Value tothe customer

More comfortand safety

Marketing Challenge:

?With the new launches in the high segment tractors M&M wanted to reach the high end TG to garner larger market share.

?Challenge was to establish M&M brand Arjun ultra 1 as a preferred choice in high HP segment.

?M&M wanted to compete with both International brands(John Deere) and domestic brands (Escorts- Farmtrac Range)

Brand Arjun Ultra offered:

Background

Brand name Mahindra Arjun Ulta 1 – 605 DI

Category On ground promotion of the year - for sales promotion

Client Mahindra & Mahindra

Title Hosh uda de

Today India is, the largest tractor market in the world.

Demand for higher HP

tractor has been growing and its been visualized that this segment has the highest potential .

Mahindra & Mahindra wanted to reach the high end TG to garner larger market share and make

the brand Arjun Ultra 1 as a preferred choice in the high HP segment.

The tractor industry is segmented Horse Power category wise. FES market shares in each

segment stack up as follows:

a) <30 HP: 10% b) 30-40 HP: 37.3 % c) 40-50 HP: 25.3% d)>50 HP: 31.2%

>50 HP is the fastest growing segment for the industry as well for M&M.

E x p e r i e n t i a l M a r k e t i n g

Strategy:

A campaign, which would contact the affluent farmer whose rational reason to purchase are ?High end technology ?Driving Comfort ?Greater Power

with same finery and give an out of the world experience.

Three ways of showcasing the campaign essence

Creative to Concept

Innovative chamber Igloo

For the experience of Style and Technology, an extra-ordinary igloo shaped infrastructure was designed, along with a sleek van.

Aerodynamic Truck with automatic

hydraulic doors.

Virtual experience through Video game

For a longer recall and imbed technology know-how of the product, a message based interactive video game was made in- house This video game was played with a steering, joystick and accelerator and break peddle.

Activities E x p e r i e n t i a l M a r k e t i n g

Amplification

1. Highway Branding

A customized stall was made and installed at the strategic Dhaabas on the national highways for a longer mind recall.

2. Fleet on street

Banner installation, Leaflet distribution and merchandising at strategic locations for event recall and brand information.

4. Mobile Miking

A Never Seen Innovative Inflatable mounted on a Bike for mobile miking.

5. Tractor Rally

Village tractor rally by affluent farmersreflected strength of M&M

3. Live Demonstration

Live demonstration of the product conducted on field with cultivator

E x p e r i e n t i a l M a r k e t i n g

Scale

Punjab

Haryana

Rajasthan

Maharashtra

Chattisgarh

Tamil Nadu

Andhra Pradesh

Karnataka

1250 Villages Covered in 8 States

No. of Dealerships Motivated - 350+

Districts Covered - Close to 400

Tehsils Covered - 790

E x p e r i e n t i a l M a r k e t i n g

Result

Activation Results :-

The market share of Arjun Ultra has increased by 20% in the past 1 year.

60%

20%

09

08

E x p e r i e n t i a l M a r k e t i n g