[vc_row][vc_column][vc_column_text]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

Brief:

Devgen aims to deliver the next green revolution in rice to growers that cultivate 60m ha 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 in an innovative fashion, staging a unique communication and marketing strategy. The target states comprised of Rajasthan, Parts of Haryana, UP and MP. As each brand experiences various phases of the Product Life Cycle. While the Introduction and Growth stage primarily focuses on the tenets of Demand Creation, brand awareness and Achieving Profitability, the Maturity stage, whereas, lays emphasis on the need for Product Development and enhancing the Brand-Consumer alliance. The growth in company-retailer relationship, introduction stage, needs to be maintained not only for the sake of the business economics, but also to ensure the same is able to stay more than just afloat in the competitive markets. For this premise to be a success, the preposition of organizing a Retailer Meet is very lucrative.

It helps generate a retailer push and keep the retailers motivated to stay with the company, also, keeping them updated about the new advancements undertaken by the company. Hence any such meet organized should be able to meet its agenda. While a Retailer Meet suffices to fulfill the requirement, it also has its own set of challenges which makes it a frantic affair to handle. To bring together all the retailers at a specified location, at one specified time and then providing them individual attention could be a tricky task and at times difficult to perform.

Solution:

Ascent pitched forward the idea of organizing a Retailer Meet – an interactive do amongst retailers and Devgen, hence establishing a loop between the two. The concept of a Retailer Meet provides the platform and opportunity for retailers to come forward and lend their voice to the newly launched product, thus not only endorsing it but also encouraging the consumers to try it out.

Ascent aimed at conducting a hassle-free meet where all its Retailers from the targeted locationscould be contacted and focused upon individually. The basic intent behind the meet was to put a long lasting impact on their minds and enhance their trust on the company and brand. Since the targeted locations were rural areas, gathering all the retailers at one time was a majorconcern as convincing them to spend their precious time on the meet was a tough call.

Another obstacle was reaching out to all of the retailer base during the season in a limited period of time. Ascent devised the Big Idea, a meeting that could effectively address all of these issues while still meeting the needs of clients. Ascent came up with the creative and revolutionary concept of holding a Retailers Meet in a minibus (Tempo Traveller), where not only all of the retailers in the targeted area could be contacted, but each one could be targeted individually. Their ideas and questions will be dealt with individually, and they will be kept informed about the company and its goods.

Objectives:

To portray Devgen as a technologically advanced firm. To introduce the latest product to retailers. To educate retailers about the new product and raise awareness about it. Activation: A branded Tempo Traveller was stationed in various locations across Rajasthan, M.P., U.P., and Haryana for 31 days to help Devgen. The Van had an LCD TV and seating arrangement for the retailers. A storyline depicted Devgen’s system of seed cultivation on the van’s interior walls. Retailers were given a beautiful view of the same as a result of this.

The Tempo Traveller made visits in a number of villages and held Taluka-level meetings. Retailers from the taluka had been invited in advance. Before being seated in the Tempo Traveller, they were given a traditional Dholand Tilak and a turban.

Representatives from Devgen gave an official presentation on LCD TV about their new and newest products, as well as a speech in which they briefed retailers on various aspects of their product.

Vendor feedback and, if applicable, query handling were included. Retailers were given refreshments and gifts as the meeting came to a close.

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Activity Flow

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