Eicher Cricket Mahasangram

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

2. 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 • 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

3. Target Group • Farmers • Other users of tractors using it for haulage - brick manufacturers, miners/blasters, loaders, water suppliers etc.

4. Objective • 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

5. Challenge • 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

6. Thought • 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

7. Idea – 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

8. Strategy • A multi pronged strategy was followed:

9. Activity Model • Two legs to the activity

10. Snapshots

11. Results • 6008 Villages covered • Over 8.5 Lakh prospects engaged during events • 9,229enquiries generated for focus models

12. Thank You