Client:Devgen Seeds and Crops Technologies Pvt. Ltd.
Subject: Retailer Meet
Target Group: Existing Retailers of Devgen
Coverage: Rajasthan, Parts of Haryana, UP, and MP.
Duration: 31 days
Devgen aims to deliver the next green revolution in rice to growers that cultivate 60 MHA rice in India and S.E. Asia. Devgen uses advanced biotechnology and molecular breeding technology to develop the Next Generation Hybrid Rice (NGHR) and crop protection solutions with a superior environmental profile.
Devgen wished to unleash its then, soon-to-be-launched pearl millet hybrid- Atheeva, innovatively, staging an exceptional communication and marketing strategy.
Ascent came up with a unique and innovative idea of conducting Retailers’ meet in a minibus (Tempo Traveller), where not only all the retailers of the targeted location could be contacted but also focused individually. Their suggestions and queries were handled separately and could be updated about the company and its products.
A branded Tempo Traveller promoting Devgen was deployed at various locations in Rajasthan, M.P., U.P., and Haryana for 31 days.
The unique concept of going to the retailers and then conducting a meeting proved successful. It accomplished the expansion of a motivated and more loyal retailer base for the company. The idea of conducting the meet at the dealer’s taluka meant that retailers could be convinced easily to be a part of the meet.
Since each meeting had only 8 – 12 retailers, the campaign meant being able to meet all the T.G. during the right season, individual attention to all the retailers, and savings on expenses end too. It’s easy to explain and update and understand the requirements of the retailers if they are small in number and can be catered to individually.
This meet had all the elements of a successful event in it and promoted the product, and ensured that the client’s need for a hassle-free retailers meet and cover all the targeted T.G. in the right season was realized.