3. • Brief
– Objective
To position HEADLINE as a completely new category in Soybean, Corn and
Cotton
Objective
4. • 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
7. • Brief
– Product
Chemical Formation
Fungicide PGR
Headline is different from other fungicides & PGRs
It offers benefits of a Fungicide as well as PGR (perhaps
more).
8. • Brief
– Product
Crop Protection
Maize
Anthracnose
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
Soybean
Alternaria leaf spot
Anthracnose
Asian soybean rust
Brown spot
Cercosporo blight
Frogeye leaf spot
Pod and stem blight
Rhizoctonia aerial blight
Southern blight*
Cotton
Alternaria leaf spot, boll rot
Anthracnose, boll rot
Asochyta blight, boll rot
Cercospora blight and leaf spot
Diplodia boll rot
Hard lock, boll rot
Phoma blight, boll rot
Rust
Stemphyllium leaf spot
Ability to protect more than 90 crops from 50 visible & unseen diseases
Target Crops
9. 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
10. • Positioning / Punch line
• Communication - Poster, Banners, Leaflets, POPs
• Novel way of communication
• Rural Communication Program
• Product Presentation
Deliverables
• Brief
– Task
18. 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.
20. Since Davai is what consumers say, in what
forms does it appear in our consumers’ lives?
21.
22. • 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
24. • 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
25. So how do you imagine a farmer
asking for Headline in the near future?
28. • 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.
39. • Launch
• Mass Media
– Pre-launch Teaser Ads
– Launch Ads
• BTL
– Innovative Means of Communication
– Retail Branding
– Personal Contact Program
Launch Ideas
41. • Press
– Teaser Ad Aaj ki Headline
Fasal ki Capsule
Bhatinda, 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
47. • 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
52. • 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
53. • 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
55. • Activation Plan
– Krishi Swasthya
Kendra
• Education
Education
Info Kiosk Flipchart
Interactive Games
-Wheel of fortune
-Jigsaw Puzzle
Electro Game