Our UnderstandingFrom the brief

• Brief– Objective

To position HEADLINE as a completely new category in Soybean, Corn and Cotton

Objective

• 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

• Brief– Product

• Greater Stem Strength

• Healthier Plants

• Higher Production

• Better Quality

• Better Standability

Features

• Brief– Price

4-5 times costlier than regular fungicides & PGRs

Price

• Brief– Product

Chemical Formation

Fungicide PGR

Headline is different from other fungicides & PGRsIt offers benefits of a Fungicide as well as PGR (perhaps

more).

• 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

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

• Positioning / Punch line

• Communication - Poster, Banners, Leaflets, POPs

• Novel way of communication

• Rural Communication Program

• Product Presentation

Deliverables• Brief– Task

Category Understanding

CategoriesAgrochemicals

Agrochemicals

Insecticides

Fungicides

Herbicides

Plant Growth regulator (PGR)

But…

How many of these are aware of such categories?

But…

Approx. 20 % (let’s assume)

What about the rest? What do they call such products?How do they recognize these products?

But…

“Davai”

“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!!”

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.

Doctor

Patient

Retailer

Farmer

analogous

Since Davai is what consumers say, in what forms does it appear in our consumers’ lives?

• 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

• Categories– Pharmaceuticals

Capturing the essence in a Capsule

The metaphor that helps create a category for Headline, especially in the consumers’ lingo.

• 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

So how do you imagine a farmer asking for Headline in the near future?

“Bhaiya, woh soybean wali Capsule dena!”

“Capsule wali davai chahiye!”

So how do we position Headline?

• 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.

• Positioning

However, a farmer is always quite keen on increasing yield

The Draw

• Positioning

Hence the ideal position is that of a

Yield Enhancer

The Highlight

• Positioning

But the basic formulation is that of a fungicide…

The Foundation

• Positioning

Yield Enhancing Capsulewith dual benefits

The Words

New Era of AgricultureYield Enhancing Capsule

Do shaktiyon ka sahi mishran

Do shaktiyon ka sahi mishran

Dusara, chhupe rogon ko mitaye!

Pehala, fasal badhaye!

Capsule Khilao, toh Fasal Khile!

Do shaktiyon ka sahi mishran

Packaging Options

10 ltrs

5 ltrs

2 ltrs

If 1 acre = 2 ltrs

Dosage – 2 capsules of 2 ltrs per acre

Launch Plan

• Launch • Mass Media– Pre-launch Teaser Ads– Launch Ads

• BTL– Innovative Means of Communication– Retail Branding– Personal Contact Program

Launch Ideas

Teaser CampaignPress

• 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

Launch AdPress

Taking Capsule on GroundRural Activation

Idea 1

• 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

Idea 2

Krishi Swasthya KendraThe Mobile Clinic

• 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

AV

• 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

• 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

• Gifts in capsule shape– Key chains– Pens– Photo Frames– Tool Kit (for tractors)– Balloons– Water bags

• Agricultural Calendar

Interactive Gifts

• Activation Plan– Krishi Swasthya

Kendra• Education

Education

Info Kiosk Flipchart

Interactive Games-Wheel of fortune-Jigsaw Puzzle

Electro Game

Thank You!