11 December 2020
In the last quarter of year 2020, extensive efforts were made to boost the brand presence. Tactical consumer offers and easy finance schemes were rolled out in partnership with finance companies. With the aim to increase brand visibility and awareness, a branding drive was carried out at select Mahindra dealers’ showrooms. Vibrant collaterals with a strong branding design were displayed prominently.
An island-wide campaign was carried out during the MAHA season. This was organised in two stages – Pre-Season service and In-Season promotion. Pre-season service campaign was intended to nudge the farmers to keep their tractors ready for the season. The Service campaign was carried out in 40+ locations and almost 800 farmers got their tractors serviced by expert technicians.
The In-season campaign involved a 360 degree marketing communication promoting tactical offers. A phased multi-channel approach was adopted, starting with Radio, followed by Digital and Print media. To further improve visibility, ten hoarding were set-up in key junctions having high road traffic. The ATL campaign was followed by extensive BTL activation through demonstrations and roadshows with FM sponsorship.
In an industry-first initiative, we adopted a sell-through approach to tractor sales. During the agricultural season (MAHA Season), we doubled our tractor display points by displaying tractors at bank and finance company branch premises, in addition to existing dealer points. Joint on-ground activation was carried out by DIMO and Leasing companies in key agricultural districts and weekly markets. DIMO joined hands with 4 major leasing companies – Commercial Leasing Company, HNB, SDB and Peoples leasing company to offer attractive low down payment facility on the purchase of Mahindra and Swaraj tractors.
In yet another industry first initiative, a well-strategized digital campaign was rolled out in October. The digital promotions were carried out through GDN remarketing ads, Direct placement ads and Facebook ads. The campaigns were made specific and cost effective by geotargeting in key agricultural districts. Overall 3 million impressions were served with a reach of 0.6Mn, and generated over 1000 leads. The Mahindra Tractors by DIMO page on Facebook is the regular medium of communication with regular static and video post updates. This page was created in January 2020 and currently has over 16000 active followers.
In addition to regular posts on tractors, genuine spare parts and important days, an interesting weekly campaign titled Tractor Bro was launched. This uses an illustrated story telling format to share the life of a young man who owns a Mahindra tractor. A new DIMO Agri Machinery Centre was recently opened in the Mahiyanganaya area, which would soon become the go-to place for farmers for all their farm machinery servicing needs. This new customer care facility is equipped to service both Mahindra and Swaraj tractor customers in the region.
All these initiatives worked together to create a buzz for the brand and to keep the Mahindra brand thriving among the farming community of Sri Lanka and helped achieve 25% plus market share in Sri Lanka.
The presence of Mahindra and Mahindra, the world’s largest tractor manufacturer by volume, at Agritechnica held in Hanover, Germany, between 10th – 16th November 2019,Read More
Important trade events offer the best platform to reinforce the brand’s might. Mahindra Ag North America made the most of the two biggest opportunities that February had to offerRead More
Having a training ground plays a vital part in staying smarter and sharper than the competition. Mahindra Ag North America stands by that factRead More
Mahindra made a high impact from the beginning of 2020 by being part of three important agribusiness events in BrazilRead More
An engaging presence at trade shows is a proven way to reach out to more members of the farming community. By being part of two expos during February,Read More
After grappling with the adverse effects of a spate of natural calamities like drought, flood and bushfires,Read More
Mahindra is making fast strides in South Africa to widen its reach and penetrate deeper into the farm equipment market.Read More
In Serbia, an aggressive and multi-pronged strategy was employed to enable the steady growth of the brand in the market.Read More
The better one knows the product, the better one gets at their job. The IO Customer Care tea organised product training sessions atRead More
When the year begins with a clear vision, an exchange of brilliant ideas and heightened motivation,Read More