basf headline 9th feb 2010
DESCRIPTION
Shouldn't we be helping farmers anyway? :)TRANSCRIPT
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Our UnderstandingFrom the brief
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• Brief– Objective
To position HEADLINE as a completely new category in Soybean, Corn and Cotton
Objective
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• Brief– Product
• A fungicide which gives dual benefit of Disease Control & Better Plant Health by better utilization of Nitrogen & Stress Tolerance
Headline
‘N’ fixation Disease Control
Stress Tolerance
Increase in Yield
Better Quality
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• Brief– Product
• Greater Stem Strength
• Healthier Plants
• Higher Production
• Better Quality
• Better Standability
Features
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• Brief– Price
4-5 times costlier than regular fungicides & PGRs
Price
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• Brief– Product
Chemical Formation
Fungicide PGR
Headline is different from other fungicides & PGRsIt offers benefits of a Fungicide as well as PGR (perhaps
more).
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• Brief– Product
Crop Protection
MaizeAnthracnose
Eyespot
Gray leaf spot
Northern corn leaf blight
Northern corn leaf spot
Physoderma brown spot
Rust
Rust, southern
Southern corn leaf blight
Yellow leaf blight
SoybeanAlternaria leaf spotAnthracnoseAsian soybean rustBrown spotCercosporo blightFrogeye leaf spotPod and stem blightRhizoctonia aerial blightSouthern blight*
CottonAlternaria leaf spot, boll rotAnthracnose, boll rotAsochyta blight, boll rotCercospora blight and leaf spotDiplodia boll rotHard lock, boll rotPhoma blight, boll rotRustStemphyllium leaf spot
Ability to protect more than 90 crops from 50 visible & unseen diseases
Target Crops
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6-8 leafs
• Brief– Target Crops
Lifecycle of crops
Lifecycle 1st Spray 2nd Spray
100-110 days
150-160 days
110 days
30-35 days + 15 days
50-55 days + 15 days
50 days + 15 days
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• Positioning / Punch line
• Communication - Poster, Banners, Leaflets, POPs
• Novel way of communication
• Rural Communication Program
• Product Presentation
Deliverables• Brief– Task
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Category Understanding
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CategoriesAgrochemicals
Agrochemicals
Insecticides
Fungicides
Herbicides
Plant Growth regulator (PGR)
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But…
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How many of these are aware of such categories?
But…
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Approx. 20 % (let’s assume)
What about the rest? What do they call such products?How do they recognize these products?
But…
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“Davai”
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“Bhaiya paudhe sadd rahe hain, kaunsi davai istamal karoon?”
“Hari wali davai lagana…”
“Hari aur laal davai ghulake mari, aur dekho kitni acchi fasal aayi!!”
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Does it help to create a category which doesn’t exist in consumers’ minds?Hence, we try and create a category name which borrows from the consumers’ lingo, and something that generates instant recall.
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Doctor
Patient
Retailer
Farmer
analogous
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Since Davai is what consumers say, in what forms does it appear in our consumers’ lives?
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• Categories– Pharmaceuticals
• Tablets– most cost-effective supplements in general because they are less-expensive
• Capsules– two-piece gelatin capsules that are widely used in supplements and some
medications
• Powders – least convenient to use
• Liquids – belief that liquid supplements absorb faster and are therefore better than other forms
Types of Medicines
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• Categories– Pharmaceuticals
Capturing the essence in a Capsule
The metaphor that helps create a category for Headline, especially in the consumers’ lingo.
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• Categories– Pharma & Agro
Comparison
• 2-piece gelatin capsules
• Combination of 2 or more active ingredients
• Easy to sallow and ability to break down quickly in stomach
• Complete dose of necessary supplements
• 2 different ways of protection
• Combination of 2 or more ingredients
• Easy to spray and ability to protect from the inside of plant
• Complete dose for plants with new chemical composition
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So how do you imagine a farmer asking for Headline in the near future?
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“Bhaiya, woh soybean wali Capsule dena!”
“Capsule wali davai chahiye!”
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So how do we position Headline?
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• Positioning
The Challenge
Diseases are not quite visible in the given target crops
A farmer is not keen on using a fungicide even in the presence of disease spots
This is due to the absence of any visible quality impact due to diseases.
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• Positioning
However, a farmer is always quite keen on increasing yield
The Draw
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• Positioning
Hence the ideal position is that of a
Yield Enhancer
The Highlight
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• Positioning
But the basic formulation is that of a fungicide…
The Foundation
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• Positioning
Yield Enhancing Capsulewith dual benefits
The Words
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New Era of AgricultureYield Enhancing Capsule
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Do shaktiyon ka sahi mishran
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Do shaktiyon ka sahi mishran
Dusara, chhupe rogon ko mitaye!
Pehala, fasal badhaye!
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Capsule Khilao, toh Fasal Khile!
Do shaktiyon ka sahi mishran
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Packaging Options
10 ltrs
5 ltrs
2 ltrs
If 1 acre = 2 ltrs
Dosage – 2 capsules of 2 ltrs per acre
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Launch Plan
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• Launch • Mass Media– Pre-launch Teaser Ads– Launch Ads
• BTL– Innovative Means of Communication– Retail Branding– Personal Contact Program
Launch Ideas
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Teaser CampaignPress
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• Press– Teaser Ad Aaj ki Headline
Fasal ki CapsuleBhatinda, BASF 07-02-10
Duniya me pehali baar kisi ne aisa suna hoga ki paudhon ko ya fasala ko Capsule khilayi gayi. Ji ha yeh kahani nahi haqiqat hai. Bharat me pehali baar is tarah ki capsule Bhatinda ke ek gaon me Kisanone apani khet ko khilayi.
BASF ke sutron ne kaha hai ki ye Fasal Vruddhikarak Capsule hai jo aapke khet ka pura potion bhi karati hai protection bhi aur aapki fasal bhi badhati hai
Option # 1
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Launch AdPress
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Taking Capsule on GroundRural Activation
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Idea 1
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• Launch • A trailer with a huge capsule will run across the selected towns• AVs will be shown on the trailer to educate the farmers• IPCs will personally communicate with farmers and educate them with the help
of leaflets and flipchart
During the launch
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Idea 2
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Krishi Swasthya KendraThe Mobile Clinic
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• Activation Plan– Krishi Swasthya
Kendra
• Krishi Swasthya Kendra– It’s a clinic for plants (crops)
– Solution to Farmers’ problems
– Guidance from Agricultural Experts
– Education to farmers
The Concept
Krishi Swasthya Kendra
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AV
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• Launch– AV
Story board
Cotton uncle goes to doctor“Doctor sahab bahut dino se tabiyat thik nahi hai”
Doctor gives him different kind and colors of tablets and syrup and says – laal goli 2 baar, syrup 3 baar aur jyada bukhar aaya toh ye badi wali goli lena
On the way to home Corn & Cotton Discussing about the same and the both are irritated with the dosage given by doctor
During their conversation soybeans comes with newspaper and shows them the HEADLINE
OV – Ab headline le ke aaya hai fasal vruddhikarak capsule jo chupe rogonko mitaye aur fasal bhi badhaye
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• Wall paintings– Villages on highways
• Hoarding– Mandi, Small towns
• Retail Branding– Posters, Banners, Danglers/Buntings
• Spray Pumps– Branding on spray pumps– Spray Pumps can be form in capsule shape
• Gas Balloons
Branding
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• Gifts in capsule shape– Key chains– Pens– Photo Frames– Tool Kit (for tractors)– Balloons– Water bags
• Agricultural Calendar
Interactive Gifts
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• Activation Plan– Krishi Swasthya
Kendra• Education
Education
Info Kiosk Flipchart
Interactive Games-Wheel of fortune-Jigsaw Puzzle
Electro Game
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Thank You!