Aarti Industries Marketing Strategy For Kharif Crops

Introduction

Bolstering crop yield is the focus of every farmer across the country. And herein lies the necessity of adding plant nutrients like phosphorous, effective in proper development and growth of crops.Amongst the phosphate fertilizers available in the market, the most common and widely used fertilizer is Single super Phosphate(SSP).

Kharif or Monsoon crops are crucial for farmers as they depends on it’s yield and succes for livelihood. And what is important for the farmers, is also absolutely important for fertilizer companies like Aarti Industries, whose Single Super Phosphate (SSP) is a primary driver of sales.

Brief

Aarti Industries, a leading fertilizer manufacturer, planned a focused 2-month Kharif marketing campaign to promote its range of Single Super Phosphate (SSP) fertilizer products, particularly the Mahazinbo brand.

Objectives

● Increase brand awareness and engagement for Aarti Mahasuper and Mahazinbo products.

● Reach out to target audiences in specific districts through targeted promotion highlighting product USPs and farmer testimonials.

● Generate leads and inquiries for the products.

Challenges Addressed

● Establishing the Aarti Mahasuper brand and the Mahazinbo product in a competitive
market.

● Effectively communicating the unique selling propositions (USPs) of the products to the target audience.

● Reaching out to farmers and stakeholders in remote rural areas across multiple districts.

Target Areas / Location

The campaign targeted districts in Maharashtra, including Nashik, Pune, Dhule, Nandurbar, Jalgaon, Sambhajinagar (Aurangabad), Jalna, Nanded, Ahmednagar, Sindhudurg, Buldhana, Thane, Palghar, Raigarh, Ratnagiri, Dharashiv, Hingoli, Parbhani, and Latur, as well as the entire state of Gujarat.

Target Audience

The primary target audience for the campaign was farmers, retailers, and dealers in the targeted districts and states.

Approach

We brainstormed a social media campaign focussing on the product quality and the inclusion of 5 essential soil nutrients in the the same product – The Power of 5. This was done primarily to drive home the point of additional benefits while paying for a single product. The creatives used in the campaign highlighted this aspect.

The idea was to generate a feeling of getting enhanced value and at the same time improve TOM Scores driving sales and engagement. Traffic was mainly driven through social media campaigns.

Digital Marketing: Leveraging Facebook Ads and social media platforms for targeted promotion, highlighting product USPs, and sharing farmer testimonials.
Content Creation: Developing engaging content, including videos, testimonials, and informative posts, to educate and inform the target audience about the products.
Lead Generation: Encouraging inquiries and lead generation through a dedicated call-to-action email address.

Activities Done

Launched targeted Facebook ad campaigns focused on brand awareness,
engagement, and reach in the specific districts.

Created and shared relevant content, including product information, USPs, and farmer testimonials, through social media platforms.

Engaged with the target audience by responding to comments, queries, and feedback on social media posts.

Monitored and optimized the campaign performance based on key metrics such as reach, impressions, and engagement.

Results

19,651.6

FaceBook Ads

18,814

Post Engagement

1,723

Page Like

1.14 M

Reach

1.8M

Impression

9,534

Click

Reach: Total reach of 1.68 million users across the targeted districts and states.

Impressions: The campaign generated 1.84 million impressions, ensuring widespread visibility
for the products.

Engagement: Granered 19,651 post engagements, including likes, shares, and clicks,
indicating a high level of audience interest and interaction.

Leads: The dedicated call-to-action email address facilitated lead generation, allowing for
follow-up and conversion opportunities.

The successful execution of the Kharif marketing campaign helped Aarti Industries establish a strong brand presence for Aarti Mahasuper and Mahazinbo products in the targeted regions. The combination of targeted promotion, engaging content, and effective lead generation strategies contributed to increased brand awareness, engagement, and potential sales opportunities.