Mahindra Bhoomiputra 235 DI

Project: Mahindra Bhoomiputra 235 DI 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 customer’s doorstep

• Customized sales talk for consumer groups

• Drive Enquiries

Integrated Communication Program

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

Phase –I

• 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 wind mills were installed at the arena for depicting the airflow technology

Kamai chakra

• Depiction of the usage on a monthly basis

• Reinforcing earnings throughout the year with the advantageous

“air flow technology”

Sikkon ki khankhanahat sunai de pure saal

Out of homePhase –II

• STD Booths

• Highway Roads

• Spare part shop

• Fertilizer and seed shop

• Dealer Outlets

• Cooperative Societies

• Mechanic Hubs

Branded 2000 outlets

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

Phase –III

Thank you