PowerPoint Presentation

MADMEN

Asad AhmedFarmerDinajpur, Ramshagar

STORY OF ASAD

Questions we askedWhen does drought occur?

How many months/days does this drought last?

Which crops are supposed to be cultivated during drought?

FindingsDrought mostly occurs during Falgun-Chaitro also can occur in Kartikh-Agrohayon

Drought lasts for 1 to 2 months

They cultivate Paddy, Oil seed, Pulse, Wheat, Corn.

FactsUsing deep tube well and heavy motorsWater being lifted up from 40-45 feet below the surfaceIrrigation cost per Bigha 10-15 thousand tkDeep tube well costs 1.5 2 lacDepletion of ground water is occuring at an alarming rateScope of increasing the irrigation area is limited.

It is clear that drought is inevitable

So to fight drought Farmers need Drought-Resistant Seeds

SOLUTION

Given the potential upcoming crisis, shopnobeej can be the saviour of our farmers, and resultantly the agriculture. But, our rural farmers need to be awarred and trained about the usage of this product properly.Md. Sultan Giasuddin,Assistant Director,BADC, Modhupur

Distribution of seeds can be profitable if the demand of them can be created properlyMd. Rashidujjaman,Seeds Dealer

Dr Mushtaque ChowdhuryVice-Chairperson,BRACCurrent condition of Bangladesh is now much helpful for NGOs to function.The level credibility,earned so far, ease their path for any product promotionExperts comments

Target market segmentationDrought prone fertile localitiesDistricts : Dinajpur joypurhat, Rangpur, rajshahiMale farmersAge : 16-55Marginalized peasantsHard workingSuperstitiousLess adaptibilityEasily satisfiable

Geographic:Demographic: Psychographic:

Selected crop Variance and Timeline Selected crop types:Paddy, Wheat, PulseCropSowing timeHarvest timePaddyMid march to mid AprilMid july to mid augustWheatNov-DecMid March to Mid AprilPulseMid September to Mid October Late Nov-Dec

Selected Areas : Dinajpur joypurhat, Rangpur, rajshahi

Campaign ObjectiveAware affected farmers about Drought resistant seeds

Campaign Strategy

Long Term StrategyTo have our farmers having a journey of drought resistent seeds awareness to loyalty

Short Term StrategyYear 1:Awareness and Knowledge

Year 2Self driven uses

Year 3Spreading the successe

IMC

Year 1

Pilot Project (activation)Dinajpur, Ramshagar

Rajshahi, BaghmaraJoypurhat, KalaiRangpur, Pirganj 1 acre landCloser to local Bazar

Ambassador

Shykh Seraj

Renowned agriculture development activistHuge engagement with Bangladeshi rural farmersInfluential personality

Cultural FestGambhiraIntroducing shopnobeej through nana natis poetic dancePalagaanSongs about Shopno beej

Local Govt. InvolvementChairman MembersUnion Parishad

Local School CampaignPeople from agrojatra, along with the teachers, will conduct an awareness programe to students at break.

The school will call for parents meeting where the teachers will address the drought issue and give the solution as of using the seed

Local imam speech on Friday afternoon

Tv radio campaignBTVBangladesh BetarKrishi Dibanishi prog

Year 2

Shopno MelaVariety of showpno seeds will be exibited and soldFarmers gatheringInformation zone

At Winter

Success Story SharingRidoye maati o manushAgri segments of TV news programme

Year 3

Farmers Relationship ManagementFarmers Care Unit

Success Stroy Sharing, continuesBTV Agriculture segments of the news program

Scare Crow

NCTB Text BooksSuggesting Government to include a lesson in NCTB text books about the seed

IMC TimelineVehicleYear 1Year 2Year 3Pilot Project Cultural festLocal Govt. InvolvementSchool CampaignTV campaignShopno MelaSuccess Story SharingFarmers RMRadio campaignScare crow

BUDGET

ItemAmount tkPilot project(40,000x4)160000Cultural Fest(30,000x4)120000Tv campaign300000Radio30000Total6,10,000

Year 1

ItemAmount tkMela(40,000x4)160000Tv campaign300000Radio30000Total4,90,000

Year 2

ItemAmount tkFarmers relationship management100000Scare crow 300X30090000Radio30000Total2,20,000

Year 3

BUDGET OVERVIEW

Witnessing

Become inspiredAwareness

Researching

Explore and consider

Purchasing

Moment of sale

Using

Sharing

LoyaltyAspirationConsiderationAdvocate Farmers Journey Framework

RDC

Awareness video clip

Blues20793.477