AT YOUR SERVICE, SIR!
For M&M and Dabur, it’s not only about selling their products in rural India but also building a positive image around their brand
When it comes to brand building, customer service is often the last and most-ignored piece of the puzzle. This is a big mistake and a big missed opportunity. And not wanting to miss this opportunity, Mahindra &Mahindra (M&M) embarked on a brand-aligned human-assisted service through Project Bhoomi. M&M partnered with experiential marketing company, RC&M with an objective to facilitate farmer’s return to profession with the promise of prosperity, and thereby reap the benefits in the form of customer retention. Says Priya Monga, Business Head, RC&M, “The need of the farmer is to know the condition of his soil and get counseling on various inputs whereby he can enhance soil productivity. Mahindra Bhoomi offered technology based solutions, at the farmer’s doorstep, to assess his soil condition and offer specific solutions to restore/enhance the productivity of the soil.” A fully-equipped, real time, Mobile Soil Testing Laboratory landed at the farmer’s doorstep. Static soil testing laboratories, affiliated to Mahindra Tractor Dealerships, offered its services round the year. More than 30,000 farmers were contacted and briefed on the importance of soil test for their land holding and more than 1,860 soil samples were done along with report generation and counseling the same day. Project Bhoomi in a very short span of time managed to create a lot of buzz around brand M&M. The activity created a strong brand recall in the mind of the consumers as footfalls increased by 4-5% at the dealership. What’s more, 600+ enquires were generated for brand M&M.
This innovative value offering has helped M&M to foster a lasting emotional bond between the brand and its customers. While M&M took the emotional route to connect with the consumers, FMCG major Dabur moved beyond traditional media options like radio, TV and cinema, and entered into a direct engagement with the rural consumer with special initiatives like the rural beauty & talent contest with Dabur Amla Hair Oil. Christened Dabur Amla ‘Banke Dikhao Rani’, this rural beauty & talent hunt recognises and rewards facets such as sundarta, susheelta and yogyata amongst young girls. The contest will be held across 52 districts in three states – UP, Madhya Pradesh & Bihar – covering 2,000 villages. “The aspirations of women across India, particularly in rural India, are changing. They are increasingly seeking tools to enhance their beauty and confidence. Dabur Amla, we feel, offers these consumers the ideal tool to enhance their beauty and confidence. With this initiative, we will generate beauty awareness among rural women, educate them about the benefits of Dabur Amla Hair Oil vis-à-vis loose mustard oil, and offer the rural women a platform to showcase their beauty & talent. We are now taking Dabur Amla’s association with beauty a step further with this rural beauty pageant that also seeks to empower women in rural India,” reveals a Dabur insider.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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When it comes to brand building, customer service is often the last and most-ignored piece of the puzzle. This is a big mistake and a big missed opportunity. And not wanting to miss this opportunity, Mahindra &Mahindra (M&M) embarked on a brand-aligned human-assisted service through Project Bhoomi. M&M partnered with experiential marketing company, RC&M with an objective to facilitate farmer’s return to profession with the promise of prosperity, and thereby reap the benefits in the form of customer retention. Says Priya Monga, Business Head, RC&M, “The need of the farmer is to know the condition of his soil and get counseling on various inputs whereby he can enhance soil productivity. Mahindra Bhoomi offered technology based solutions, at the farmer’s doorstep, to assess his soil condition and offer specific solutions to restore/enhance the productivity of the soil.” A fully-equipped, real time, Mobile Soil Testing Laboratory landed at the farmer’s doorstep. Static soil testing laboratories, affiliated to Mahindra Tractor Dealerships, offered its services round the year. More than 30,000 farmers were contacted and briefed on the importance of soil test for their land holding and more than 1,860 soil samples were done along with report generation and counseling the same day. Project Bhoomi in a very short span of time managed to create a lot of buzz around brand M&M. The activity created a strong brand recall in the mind of the consumers as footfalls increased by 4-5% at the dealership. What’s more, 600+ enquires were generated for brand M&M.
This innovative value offering has helped M&M to foster a lasting emotional bond between the brand and its customers. While M&M took the emotional route to connect with the consumers, FMCG major Dabur moved beyond traditional media options like radio, TV and cinema, and entered into a direct engagement with the rural consumer with special initiatives like the rural beauty & talent contest with Dabur Amla Hair Oil. Christened Dabur Amla ‘Banke Dikhao Rani’, this rural beauty & talent hunt recognises and rewards facets such as sundarta, susheelta and yogyata amongst young girls. The contest will be held across 52 districts in three states – UP, Madhya Pradesh & Bihar – covering 2,000 villages. “The aspirations of women across India, particularly in rural India, are changing. They are increasingly seeking tools to enhance their beauty and confidence. Dabur Amla, we feel, offers these consumers the ideal tool to enhance their beauty and confidence. With this initiative, we will generate beauty awareness among rural women, educate them about the benefits of Dabur Amla Hair Oil vis-à-vis loose mustard oil, and offer the rural women a platform to showcase their beauty & talent. We are now taking Dabur Amla’s association with beauty a step further with this rural beauty pageant that also seeks to empower women in rural India,” reveals a Dabur insider.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
IIPM ISBE Programmes
IIPM - Admission Procedure
IIPM, GURGAON
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
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Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.
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