journal_january2015

THE
RURAL MARKETING
JOURNAL
JANUARY 2015
ON GROUND
Mahindra Automotive
On Ground Activation: Insight Outreach,
Introduction:
LCV segment had experienced a slowdown in the beginning
of 2013. Slowing economy coupled with weak consumer
sentiment had further affected the growth of the segment.
On the other hand, because of good monsoon Pickup segment
wasn't affected by the slowdown as it was dependent on farm
and agribusiness.
Client Brief:
Client wanted to develop the farmer segment. Farmer was
currently using Bolero Pik Up for 2 to 3 months to transport
farm produce to mandis after harvesting. Apart from these 2
to 3 months farmers used Bolero Pik Up for different work
and earned additional income.
Activity:
Phase 1: Anaj Mandi: This activity was conducted after
Diwali when farmers had harvested their fields. They would
go to Anaj Mandis to sell the produce.
Anaj Mandis are markets in small towns and cities. Farmers
from nearby villages bring their produce after harvest to sell
to a small group of traders.
Agricultural produce is bulky and itcan't be transported
easily. Even if it is carried to the Anaj Mandi, it's not possible
to take it from one trader to another in case the farmer isn't
happy with the offer price.
A plan was formulated and it was decided that the activity will
be conducted in 2 stages: Pre and Main Activity.
Stage 1: Pre, Activity focused on creating the required buzz.
Major touch points were targeted, leaflets were distributed,
and people were invited to the main activity. The major touch
points covered were Anaj Mandis, Transport Addas, IDAs,
Haats etc.
Stage 2: Dhol and Dappu artist invited people to the center
stage on the D-day at the venue. The demo van acted like a
backdrop and a Bolero Pik Up was placed on a red carpet. The
Emcee invited people to the van.
When the crowd gathered, a skit was performed in which a
prosperous farmer and Bolero PikUpowner explained the
benefits of owning one to a young prospective buyer. He
highlighted the features of a Bolero Pik Up.
After the skit, test drives were offered, features were
explained and leads were collected. After finishing the
activity at Anaj Mandi, the van moved to other touch points.
Camps were pitched at Transport Addas and in IDAs for
maximum visibility. Test drives were also offered at
Transport Addas and IDAs.
Anaj Mandis were covered with Bolero Pik Up branding post
main activity. Branded carry bags and key chains were
distributed as gifts. These efforts ensured effective brand
communication.
Dipstick Study:
The results of the Anaj Mandi activity further encouraged the
client to identify various phases of a farmer's life and also to
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