The Creative Strategy by Mahindra

abhishreshthaa

New member
The selected group, the hirers that needed to be targeted, had a majority that existed in the rural markets. This group had aspirations that mirrored and mood of the rural customer clearly followed urban attitudes. Thus the challenge was to produce the MaXX TVC in a manner that would easily appeal to the urban and yet create an empathy with the rural. The visual imagery had to be urban, the lyrics appealing to all and the music easily hummable by both.



The elements of the TVC (Television commercial) were: proposition – space and comfort (long travel) and the format were called ‘slice of life’.



The press strategy was a combination of thematic advertisements targeted at hirers for brand saliency and tactical advertisements. Targeted at operators projecting the rational benefits and/or promotional schemes.



Scores of below-the-line activities were carried out. There are over 100 tour operators meets all over India. The operators were given test drives. The local press was invited to these occasions. This ensured that MaXX received wide publicity, especially in the small regional press of vernacular languages creating some excitement in rural areas the operator meets and the press conference events were also covered by local cable TV in most places that aroused considerable interest amongst the hirers. Meanwhile, mileage melas highlighted the MaXX fuel economy advantage. Joy rides were given to customers to give them a taste of the MaXX space and comfort.



MaXX road shows and nukkad nataks were held at contract/taxi stands along with product demonstrations and test-drives. MaXX hoardings were put up near bus stands; religious places and MaXX posters were put up in rural bank offices and local premises.



There was a direct marketing mailer campaign targeted to over 30,000 existing Mahindra customers in rural areas to announce the launch of the new MaXX variants. Incentives were offered to them to come for a free test-drive at dealer showrooms.



The communication and promotional strategy was able to establish a line of communication that encompassed both the hirer and the buyer. It also helped MaXX overcome the “looks” of the product and to create a brand that is aspirational to the hirer. The prime objective, to establish MaXX as a major player in the commercial segment, was achieved. The MaXX sales shot up after the television commercial was telecast and the overall communication and promotional strategy have caused the sales to climb nearly 2.5 times in Q4 as compared to Q1 in the year April ’02 – March ’03. the tagline, MaXX Maane Zyaada, succeeded.


Thus to sum up the above case is a classic example that portrays that though there exist wide differences in the rural and the urban market in terms of size and the consumer mindset, tapping the rural markets when you use the right strategies is very much possible. The only thing is that the strike needs to be perfect.


The rural-urban divide is melting. Rural seeks urban imagery and yet peculiarities need to be understood.
 
The selected group, the hirers that needed to be targeted, had a majority that existed in the rural markets. This group had aspirations that mirrored and mood of the rural customer clearly followed urban attitudes. Thus the challenge was to produce the MaXX TVC in a manner that would easily appeal to the urban and yet create an empathy with the rural. The visual imagery had to be urban, the lyrics appealing to all and the music easily hummable by both.



The elements of the TVC (Television commercial) were: proposition – space and comfort (long travel) and the format were called ‘slice of life’.



The press strategy was a combination of thematic advertisements targeted at hirers for brand saliency and tactical advertisements. Targeted at operators projecting the rational benefits and/or promotional schemes.



Scores of below-the-line activities were carried out. There are over 100 tour operators meets all over India. The operators were given test drives. The local press was invited to these occasions. This ensured that MaXX received wide publicity, especially in the small regional press of vernacular languages creating some excitement in rural areas the operator meets and the press conference events were also covered by local cable TV in most places that aroused considerable interest amongst the hirers. Meanwhile, mileage melas highlighted the MaXX fuel economy advantage. Joy rides were given to customers to give them a taste of the MaXX space and comfort.



MaXX road shows and nukkad nataks were held at contract/taxi stands along with product demonstrations and test-drives. MaXX hoardings were put up near bus stands; religious places and MaXX posters were put up in rural bank offices and local premises.



There was a direct marketing mailer campaign targeted to over 30,000 existing Mahindra customers in rural areas to announce the launch of the new MaXX variants. Incentives were offered to them to come for a free test-drive at dealer showrooms.



The communication and promotional strategy was able to establish a line of communication that encompassed both the hirer and the buyer. It also helped MaXX overcome the “looks” of the product and to create a brand that is aspirational to the hirer. The prime objective, to establish MaXX as a major player in the commercial segment, was achieved. The MaXX sales shot up after the television commercial was telecast and the overall communication and promotional strategy have caused the sales to climb nearly 2.5 times in Q4 as compared to Q1 in the year April ’02 – March ’03. the tagline, MaXX Maane Zyaada, succeeded.


Thus to sum up the above case is a classic example that portrays that though there exist wide differences in the rural and the urban market in terms of size and the consumer mindset, tapping the rural markets when you use the right strategies is very much possible. The only thing is that the strike needs to be perfect.


The rural-urban divide is melting. Rural seeks urban imagery and yet peculiarities need to be understood.

Well, i am also going to share some important information on Creative Strategy by Mahindra which would help others. Well, i also appreciate your work for sharing information on Creative Strategy by Mahindra.
 

Attachments

  • Mahindra.pdf
    813.3 KB · Views: 0
Top