Retail Push through Promotion and Customer Connect

18 May 2020

In Serbia, an aggressive and multi-pronged strategy was employed to enable the steady growth of the brand in the market. From expansion of the dealer network to advertising, effective marketing ideas were put into action for greater impact.

In order to increase reach in South Serbia, new dealers were appointed in Kragujevac and Nis. After the association was formed, monthly display targets were finalized which were successfully implemented through village-wise demonstrations and participation in prominent local agricultural fairs. It led to increased brand awareness and inquiry generation.

Agropanonka, Mahindra’s distributor, qualified for the government’s 50% - 65% subvention scheme and passed on the benefit to the customers.The scheme was well advertised in newspapers and trade magazines. In addition, a detailed plan including online ads and social media posts ensured increased traction in the digital space. There is no doubt that such continued efforts will yield results in the future, deepening Mahindra’s foothold in Serbia further and strengthening its relationship with the farmers.