RC&M India one of the best Experiential Marketing Company in India. Mahindra Arjun Ulta 1 – 605 DI tractor. Take the product in a innovative manner to the TG giving him an experience of Style and Technology. Challenge was to establish M&M brand Arjun ultra 1 as a preferred choice in high HP segment.Tractor owners looking for higher power tractor.

1. Experiential Marketing
Background
Brand name Mahindra Arjun Ulta 1 – 605 DI
Client Mahindra & Mahindra
Category On ground promotion of the year - for sales promotion
Title Hosh uda de
Today India is, the largest tractor market in the world.
The tractor industry is segmented Horse Power category wise. FES market shares in each
segment stack up as follows:
a) <30 HP: 10% b) 30-40 HP: 37.3 % c) 40-50 HP: 25.3% HP: 31.2%
d)>50
>50 HP is the fastest growing segment for the industry as well for M&M. Demand for higher HP
tractor has been growing and its been visualized that this segment has the highest potential .
Mahindra & Mahindra wanted to reach the high end TG to garner larger market share and make
the brand Arjun Ultra 1 as a preferred choice in the high HP segment.
Brand Arjun Ultra offered:
More Value to More comfort
the customer and safety
More style
and technology
Objective Marketing Challenge:
Take the product in a innovative manner
? ? the new launches in the high segment
With
to the TG giving him an experience of tractors M&M wanted to reach the high end
Style and Technology. TG to garner larger market share.
Communicate to the TG the long engine
? Challenge was to establish M&M brand Arjun
?
life and extremely powerful ultra 1 as a preferred choice in high HP
performance of Mahindra Arjun Ultra 1 segment.
Reinforce Premiumness and Modernity
? M&M
? wanted to compete with both
International brands(John Deere) and
domestic brands (Escorts- Farmtrac Range)
Target Audience:
Tractor owners looking for higher power tractor.
Big and Affluent farmers
Buying guided by his status and social standing
Non-farmers dealing in trading and haulage of heavy material.

2. Activities Experiential Marketing
Strategy:
A campaign, which would contact the affluent farmer whose rational reason to purchase are
? High end technology
? Driving Comfort
? Greater Power
with same finery and give an out of the world experience.
Three ways of showcasing the campaign essence
Innovative chamber Igloo
For the experience of Style and Technology, an extra-
ordinary igloo shaped infrastructure was designed, along
with a sleek van.
Creative
to Concept
Aerodynamic Truck
with automatic
hydraulic doors.
Virtual experience through Video game
For a longer recall and imbed technology know-how of
the product, a message based interactive video game
was made in- house This video game was played with a
steering, joystick and accelerator and break peddle.

3. Amplification Experiential Marketing
1. Highway Branding 2. Fleet on street
A customized stall was made and installed at Banner installation, Leaflet distribution and
the strategic Dhaabas on the national merchandising at strategic locations for
highways for a longer mind recall. event recall and brand information.
3. Live Demonstration
Live demonstration of the
product conducted on
field with cultivator
4. Mobile Miking 5. Tractor Rally
A Never Seen Innovative Inflatable mounted Village tractor rally by affluent farmers
on a Bike for mobile miking. reflected strength of M&M

4. Scale Experiential Marketing
1250 Villages Covered in 8 States
Punjab
Haryana
Rajasthan
Maharashtra
Chattisgarh
Tamil Nadu
Andhra Pradesh
Karnataka
No. of Dealerships Motivated - 350+
Districts Covered - Close to 400
Tehsils Covered - 790

5. Result Experiential Marketing
Activation Results :-
09
20%
60%
08
The market share of Arjun Ultra has increased by 20% in the past 1 year.