About Force Motors
The Escorts Group, is am
ong India’s leading engineering conglomerates operating in the high growth sectors of agro-machinery, construction & material handling equipment, railway equipment and auto components. As one of the leading tractor manufacturers of the country, Escorts offers a comprehensive range of tractors, more than 45 variants starting from 25 to 80 HP. The Group has earned the trust of over 5 Million customers by way of product and process innovations over six decades of its existence. It manufactures and markets a diverse range of equipment like cranes, loaders, vibratory rollers and forklifts.
- Agriculture Tractors
Objective
- To introduce FARMTRAC 6060 and 6065 and POWERTRAC Diesel-Saver Plus tractors in the high potential market of Nepal.
- Launching this major international automobiles brand.
- To generate explicit recognition about the brand – Escorts& position it as the category leaders in the Auto industry.
- To cater for the emerging ‘commerce-minded’ farmers of Nepal.
- To revolutionaries the tractor market in the country
- To strengthen the sales and service network so that the benefits of these products are effectively delivered to the customer base.
The Challenge
- To position Escorts as a strong auto player and not only a rural player.
- To set up Escorts brands in interest of farmer’s entrepreneurial commerce oriented mindset
PR Tools
- One-on-one interactions
- Press release dissemination
- Press meets
- Media releases
- Industry Stories
- Product reviews
- BTL initiatives
Results:
Corporate Brand Building exercise for Escorts provided them a strong platform from a commercial point of view, strong visibility in industry stories on a national level.
Local emerging needs of tractors were met promptly.
Product visibility stronger through product reviews and test drives.
Media curiosity very high on the various developments in the Company thus maintaining a high share of voice for the group