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1 Eicher Cricket Mahasangram On ground/Event Marketing Eicher Tractors Ltd.

Eicher Cricket Mahasangram

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Eicher Cricket Mahasangram. On ground/Event Marketing Eicher Tractors Ltd. Background. Rapid industrialization and infrastructure development has led to an up to 70% upsurge in non farm use of tractors , opening new frontiers of growth - PowerPoint PPT Presentation

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Page 1: Eicher  Cricket  Mahasangram

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Eicher Cricket MahasangramOn ground/Event MarketingEicher Tractors Ltd.

Page 2: Eicher  Cricket  Mahasangram

2Background► Rapid industrialization and infrastructure development has led to an

up to 70% upsurge in non farm use of tractors, opening new frontiers of growth

► Despite being a 50yr old brand with wide range of tractors across various HP ranges, suiting various purposes, Eicher is still perceived as an entry point player

► It wanted to position itself as an all-rounder to a vast & varied target group

Page 3: Eicher  Cricket  Mahasangram

3Target Group► Farmers

► Other users of tractors using it for haulage - brick manufacturers, miners/blasters, loaders, water suppliers etc.

Page 4: Eicher  Cricket  Mahasangram

4Objective► Engage a varied group of target audience around a wide portfolio

of (Eicher) tractors

► Create awareness to change ‘entry level player’ perception and position it as an all rounder

Page 5: Eicher  Cricket  Mahasangram

5Challenge► Talk to a vast and varied target group (farm & non farm users),

who look for different features

► Intercept this varied group on a common plank

► Bring entire brand offering under a single umbrella theme

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6Thought ► Eicher tractors had 11 tractors in its portfolio all with different

focus features and usages

► Cricket team also has 11 players; all with different strengths who put together form a formidable team

► In a cricket frenzied nation, what better plank than cricket, to build relevance for Eicher’s different tractors with unique strengths, appealing to different user groups positioning it as a team of star players

Page 7: Eicher  Cricket  Mahasangram

7Idea – Eicher Cricket Mahasangram

► A unique on ground activity that brings relevance for the entire range of products under Eicher brand name using the medium of cricket

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Strategy► A multi pronged strategy was followed:

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• Syncing the campaign with Cricket World cup 2011, when cricket is on the top of mind of the TGChoosing the apt time

• Offering the TG a unique experience to play net cricket and feel like there favorite cricket superstars.Unique User Experience

• Integrating different brands within the format of the game• Anchor led engagementBrand connect

• Miniature models of tractors as giveaways• Interesting leaflets drawing parallels between cricket the tractor models

etc.Building recall

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9Activity Model

Pre Event•Ensuring high turn out on event day by creating high buzz in the target towns through:•Van booming•Visibility (Banners/posters etc.)•Leaflet distribution•KOL contacts to ensure smooth functioning

Event•Van campaign in target towns•Net cricket session enabling unique experience•Anchor led engagement enabling interesting brand communication

► Two legs to the activity

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10Snapshots

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11Results► 6008 Villages covered

► Over 8.5 Lakh prospects engaged during events

► 9,229 enquiries generated for focus models

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Thank You