Establish the air flow positioning for Mahindra Bhoomiputra 235 DI tractor by RC&M India. Its Brand objectives are grab shares in th <30 HP segment, Re-position the competition and Establish the Airflow positioning for the customers who need for low HP tractor, need high mileage in low cost, low operating cost, seeks raise in social status.

1. Mahindra Bhoomiputra235 DI

2. Project:Mahindra Bhoomiputra 235 DI Mission: Establish the airflow positioning Category: Marketing & Sales Agency: RC&M Client: Mahindra & Mahindra

3. Objective Grab shares in the <30 HP segment Re-position the competition Establish the Airflow positioning

4. Brand objectives Grab shares in the <30 HP segment Re-position the competition Establish the Airflow positioning

5. Potential target customer Entry level farmer looking for a source of multiple income streams Large Farmers >20 acres 2% Medium Farmers 5-20 acres 18% Marginal & Small Farmers <5 acres 80%

6. Customer profile Need for low HP tractor High mileage n low cost Low operating cost Require mainly for haulage n cultivation Seeks raise in social status

7. Activation Objectives Drive Brand Salience Deliver Touch & Try experience at the customer’s doorstep Customized sales talk for consumer groups Drive Enquiries

8. Integrated Communication Program

10. Wind mill to depict airflow- to highlight the strength of air Phase –I

13. Experience with innovation and technology

14. Experience with innovation and technology

15. Experience with innovation and technology

16. Experience with innovation and technology

17. Experience with innovation and technology

18. Experience with innovation and technology

19. Experience with innovation and technology

20. Experience with innovation and technology

21. Experience with innovation and technology

22. Experience with innovation and technology

23. Experience with innovation and technology

24. Closer look inside the chamber Brand A/V on High Resolution Projection Screen is played

25. The wind mills were installed at the arena for depicting the airflow technology

26. Kamai chakra Depiction of the usage on a monthly basis Reinforcing earnings throughout the year with the advantageous “air flow technology” Sikkonkikhankhanahatsunai de pure saal

28. Highway Roads

29. Spare part shop

30. Fertilizer and seed shop

31. Dealer Outlets

32. Cooperative Societies

33. Mechanic HubsBranded 2000 outlets

34. Direct marketing To close on hot & prospect enquires created by the dynamic activation Intensifying one to one interaction Gauging out consumer behavior n response Customer preference segmentation Knowledge collection on value additions Platform to understand the competition from the users Phase –III

35. Thank you