Marketing Strategy for the DRIP Irrigation Kit
Marketing Strategy for the DRIP Irrigation Kit using Human-Centered Design
REVIEW OF THE PROJECT GOAL & SCOPE
RESEARCH DESIGN STRATEGY FOR THIS PROJECT
9
RESEARCH METHODS
DESK RESEARCH Lors Thmey information (Organizational Chart, Operations Model, Marketing and Sales, etc.) DRIP Irrigation System Farming Techniques
1. To Iden*fy the benefits and barriers that HH can find regarding LIME and his use 2. To iden*fy how to make HH love OBSERVATION LIME and use it How they use DRIP Old vs. New Techniques How they farm with DRIP Other Outputs
IN- DEPTH INTERVIEWS Expert Interviews Village Chiefs DRIP Adopters DRIP Rejectors FBA, CA and BM
LONG-TERM CROPS VS. SHORT-TERM CROPS
FRAMEWORK: CROP DIVERSIFICATION JOURNEY
ADOPTION CURVE OF IRRIGATION SYSTEMS: LIKELIHOOD OF ADOPTING DRIP
40
THE DRIP IS A STEPPING-STONE – IT ALLOWS FARMERS TO MOVE UP THE INVESTMENT LADDER TOWARDS A BETTER INCOME PORTFOLIO.
FARMER JOURNEY TO DRIP ADOPTION : TRIGGERS AND ACCELERATORS
55
“MUI, MUI” DRIP PURCHASE FOR SOME FARMERS.
EARLY VS. LATE ADOPTERS - BASED ON PURCHASE BEHAVIOURS
99
100
TARGET SEGMENTS ALONG THE DRIP ADOPTION CURVE
101
MARKETING STRATEGY FOR EARLY & LATE ADOPTERS
Early adopters are an easy sell and also too niche a segment to be a sole focus. Market success will require us to target late adopters, but they will be more difficult to convert. This strategy will help them to trust the product, to overcome their aversion to risk, to develop their investment mindset, and to overcome their capital barrier. - 2-pronged strategy to target early (seeàbelieve) and late adopters (tryàbelieve) - Identify triggers, accelerators, and barriers to design marketing solutions that get late adopters on board earlier. 102
Weekly Farming Advice on Local Radio
“Farmer Success” Product Portfolio
Local Farmer Success Testimonial Poster with FBA’s information near Poster every DRIP installed
SMS Emergency Help Line
Celebrate successful DRIP farmer/harvest
Free DRIP trial Community mini- plot
Daily SMS Farming Tips
Plant-to-Harvest 1day trial Success Guarantee
Buy Back Guarantee at Field Day 118
3 Day Delivery + Order Phone Number
Crop Market Information Booklet
NEW CUSTOMER JOURNEY
122
REPOSITION THE OFFERING: SELLING AN EVEN MORE “COMPLETE SET” PRODUCT + SERVICE + KNOWLEDGE + MARKET ACCESS
126
REVIEW OF THE PROJECT GOAL & SCOPE
RESEARCH DESIGN STRATEGY FOR THIS PROJECT
9
RESEARCH METHODS
DESK RESEARCH Lors Thmey information (Organizational Chart, Operations Model, Marketing and Sales, etc.) DRIP Irrigation System Farming Techniques
1. To Iden*fy the benefits and barriers that HH can find regarding LIME and his use 2. To iden*fy how to make HH love OBSERVATION LIME and use it How they use DRIP Old vs. New Techniques How they farm with DRIP Other Outputs
IN- DEPTH INTERVIEWS Expert Interviews Village Chiefs DRIP Adopters DRIP Rejectors FBA, CA and BM
LONG-TERM CROPS VS. SHORT-TERM CROPS
FRAMEWORK: CROP DIVERSIFICATION JOURNEY
ADOPTION CURVE OF IRRIGATION SYSTEMS: LIKELIHOOD OF ADOPTING DRIP
40
THE DRIP IS A STEPPING-STONE – IT ALLOWS FARMERS TO MOVE UP THE INVESTMENT LADDER TOWARDS A BETTER INCOME PORTFOLIO.
FARMER JOURNEY TO DRIP ADOPTION : TRIGGERS AND ACCELERATORS
55
“MUI, MUI” DRIP PURCHASE FOR SOME FARMERS.
EARLY VS. LATE ADOPTERS - BASED ON PURCHASE BEHAVIOURS
99
100
TARGET SEGMENTS ALONG THE DRIP ADOPTION CURVE
101
MARKETING STRATEGY FOR EARLY & LATE ADOPTERS
Early adopters are an easy sell and also too niche a segment to be a sole focus. Market success will require us to target late adopters, but they will be more difficult to convert. This strategy will help them to trust the product, to overcome their aversion to risk, to develop their investment mindset, and to overcome their capital barrier. - 2-pronged strategy to target early (seeàbelieve) and late adopters (tryàbelieve) - Identify triggers, accelerators, and barriers to design marketing solutions that get late adopters on board earlier. 102
Weekly Farming Advice on Local Radio
“Farmer Success” Product Portfolio
Local Farmer Success Testimonial Poster with FBA’s information near Poster every DRIP installed
SMS Emergency Help Line
Celebrate successful DRIP farmer/harvest
Free DRIP trial Community mini- plot
Daily SMS Farming Tips
Plant-to-Harvest 1day trial Success Guarantee
Buy Back Guarantee at Field Day 118
3 Day Delivery + Order Phone Number
Crop Market Information Booklet
NEW CUSTOMER JOURNEY
122
REPOSITION THE OFFERING: SELLING AN EVEN MORE “COMPLETE SET” PRODUCT + SERVICE + KNOWLEDGE + MARKET ACCESS
126
