Background Brand name
Mahindra Arjun Ulta 1 â€“ 605 DI
Mahindra & Mahindra
On ground promotion of the year - for sales promotion
Hosh uda de
Today India is, the largest tractor market in the world. The tractor industry is segmented Horse Power category wise. FES market shares in each segment stack up as follows: a)
HP: d)>50 37.3 %HP:
31.2% c) 40-50
>50 HP is the fastest growing segment for the industry as well for M&M. 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. Brand Arjun Ultra offered: More Value to the customer
More comfort and safety
More style and technology
? Take the product in a innovative manner
? With the new launches in the high segment
to the TG giving him an experience of Style and Technology.
tractors M&M wanted to reach the high end TG to garner larger market share.
? Communicate to the TG the long engine
? Challenge was to establish M&M brand Arjun
life and extremely powerful performance of Mahindra Arjun Ultra 1
ultra 1 as a preferred choice in high HP segment.
? Reinforce Premiumness and Modernity
wanted to compete with both International brands(John Deere) and domestic brands (Escorts- Farmtrac Range)
Target Audience: Tractor owners looking for higher power tractor. Big and Affluent farmers Buying guided by his status and social standing Non-farmers dealing in trading and haulage of heavy material.
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 Innovative chamber Igloo
For the experience of Style and Technology, an extraordinary igloo shaped infrastructure was designed, along with a sleek van.
Creative to Concept
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.
1. Highway Branding
2. Fleet on street
A customized stall was made and installed at the strategic Dhaabas on the national highways for a longer mind recall.
Banner installation, Leaflet distribution and merchandising at strategic locations for event recall and brand information.
3. Live Demonstration
Live demonstration of the product conducted on field with cultivator
4. Mobile Miking
5. Tractor Rally
A Never Seen Innovative Inflatable mounted on a Bike for mobile miking.
Village tractor rally by affluent farmers reflected strength of M&M
1250 Villages Covered in 8 States
Punjab Haryana Rajasthan Maharashtra Chattisgarh Tamil Nadu Andhra Pradesh Karnataka
No. of Dealerships Motivated - 350+ Districts Covered - Close to 400 Tehsils Covered - 790
Activation Results :-
The market share of Arjun Ultra has increased by 20% in the past 1 year.
Published on Jul 18, 2011
Published on Jul 18, 2011
RC&M India one of the best Experiential Marketing Company in India. Mahindra Arjun Ulta 1 – 605 DI tractor. Take the product in a innovativ...