1.MADMEN

2. Asad Ahmed Farmer Dinajpur, Ramshagar STORY OF ASAD 3. Questions we asked When does drought occur? How many months/days does this drought last? Which crops are supposed to be cultivated during drought? 4. Findings Drought mostly occurs during Falgun-Chaitro also can occur in Kartikh-Agrohayon Drought lasts for 1 to 2 months They cultivate Paddy, Oil seed, Pulse, Wheat, Corn. 5. Facts Using deep tube well and heavy motors Water being lifted up from 40-45 feet below the surface Irrigation cost per Bigha 10-15 thousand tk Deep tube well costs 1.5 2 lac Depletion of ground water is occuring at an alarming rate Scope of increasing the irrigation area is limited. It is clear that drought is inevitable 6. So to fight drought Farmers need Drought-Resistant Seeds 7. SOLUTION 8. Given the potential upcoming crisis, shopnobeej can be the saviour of our farmers, and resultantly the agriculture. But, our rural farmers need to be awarred and trained about the usage of this product properly. Md. Sultan Giasuddin, Assistant Director, BADC, Modhupur Distribution of seeds can be profitable if the demand of them can be created properly Md. Rashidujjaman, Seeds Dealer Dr Mushtaque Chowdhury Vice-Chairperson, BRAC Current condition of Bangladesh is now much helpful for NGOs to function. The level credibility,earned so far, ease their path for any product promotion Experts comments 9. Target market segmentation Drought prone fertile localities Districts : Dinajpur joypurhat, Rangpur, rajshahi Male farmers Age : 16-55 Marginalized peasants Hard working Superstitious Less adaptibility Easily satisfiable Geographic: Demographic: Psychographic: 10. Selected crop Variance and Timeline Selected crop types: Paddy, Wheat, Pulse Crop Sowing time Harvest time Paddy Mid march to mid April Mid july to mid august Wheat Nov-Dec Mid March to Mid April Pulse Mid September to Mid October Late Nov-Dec Selected Areas : Dinajpur joypurhat, Rangpur, rajshahi 11. Campaign Objective Aware affected farmers about Drought resistant seeds 12. Campaign Strategy 13. Long Term Strategy To have our farmers having a journey of drought resistent seeds awareness to loyalty 14. Short Term Strategy Year 1: Awareness and Knowledge Year 2 Self driven uses Year 3 Spreading the successe 15. IMC 16. Year 1 17. Pilot Project (activation) Dinajpur, Ramshagar Rajshahi, Baghmara Joypurhat, Kalai Rangpur, Pirganj 1 acre land Closer to local Bazar 18. Ambassador Shykh Seraj Renowned agriculture development activist Huge engagement with Bangladeshi rural farmers Influential personality 19. Cultural Fest Gambhira Introducing shopnobeej through nana natis poetic dance Palagaan Songs about Shopno beej 20. Local Govt. Involvement Chairman Members Union Parishad 21. Local School Campaign People from agrojatra, along with the teachers, will conduct an awareness programe to students at break. The school will call for parents meeting where the teachers will address the drought issue and give the solution as of using the seed 22. Local imam speech on Friday afternoon 23. Tv radio campaign BTV Bangladesh Betar Krishi Dibanishi prog 24. Year 2 25. Shopno Mela Variety of showpno seeds will be exibited and sold Farmers gathering Information zone At Winter 26. Success Story Sharing Ridoye maati o manush Agri segments of TV news programme 27. Year 3 28. Farmers Relationship Management Farmers Care Unit 29. Success Stroy Sharing, continues BTV Agriculture segments of the news program 30. Scare Crow 31. NCTB Text Books Suggesting Government to include a lesson in NCTB text books about the seed 32. IMC Timeline Vehicle Year 1 Year 2 Year 3 Pilot Project Cultural fest Local Govt. Involvement School Campaign TV campaign Shopno Mela Success Story Sharing Farmers RM Radio campaign Scare crow 33. BUDGET 34. Item Amount tk Pilot project (40,000x4) 160000 Cultural Fest (30,000x4) 120000 Tv campaign 300000 Radio 30000 Total 6,10,000 Year 1 35. Item Amount tk Mela (40,000x4) 160000 Tv campaign 300000 Radio 30000 Total 4,90,000 Year 2 36. Item Amount tk Farmers relationship management 100000 Scare crow 300X300 90000 Radio 30000 Total 2,20,000 Year 3 37. BUDGET OVERVIEW 1st year 46% 2nd year 37% 3rd year 17% COST 38. Witnessing Become inspired Awareness Researching Explore and consider Purchasing Moment of sale Using Sharing Loyalty Aspiration Consideration Advocate Farmers Journey Framework 39. RDC 40. Awareness video clip