Client Brief
JCB is a pioneer in heavy machinery used across a variety of industries and has a strong brand presence across India with over 80% market share in Backhoe category. Backhoe is sold as a multipurpose machine so more the applications more the sale.
Till early 2000, JCB was known as a prominent construction equipment player only in Urban Markets. There were immense opportunities in rural which were still unexplored. We suggested developing a new market in Rural, which targeted to push volumes to the maximum potential
Our Solution
- The mandate was to reach rural customers and build awareness for JCB across the TG.
- Promote JCB as a “viable Investment and how it adds could value to their life.” Motivating TG to use original parts.
- Promote Rural Entrepreneurship Promotion and Livelihood Enhancement Program – Buying a Backhoe equals Buying a Business.
- After a successful pilot model, this became a scalable model across the country.
Outcome
20
Retail sales from rural campaign
70
Village universe covered and 50% more than once
12
Orders from more than 1lac enquires