Team

1. Ankur Jha
2. Shrey Shivam
3. Girish Chandra

Case Overview: GreenSpark's Sustainable Farming Revolution

Company Background: GreenSpark is an innovative company dedicated to revolutionizing agriculture

through sustainable farming practices and cutting-edge technology. With a mission to promote eco-
friendly solutions for farmers, GreenSpark has developed a new drone technology aimed at
optimizing fertilizer use, reducing costs, and enhancing crop yield.

Problem Identification of the farmers

Primary
 Soil fertility depletion due to fertilizer overuse
 Lack of Storage facilities
 Lack of crop Rotation
 Credit Availability
 Inadequate access to crop insurance schemes

Secondary Problem
Air Pollution Due to Stubble Burning

1. Marketing Strategy Formulation & Branding for GreenSpark

Marketing Channels:

Primary:

 Digital Marketing:
o Targeted social media campaigns (Facebook, Instagram, YouTube) with localized
content focusing on specific regions and crops.
o Video testimonials from early adopters showcasing the drone's benefits and ease of
use.
o Interactive e-learning modules on sustainable farming practices featuring the drone
solution.
o Partnerships with agricultural influencer platforms and Farmer Producer
Organizations (FPOs) for wider reach.
o Mobile app for ordering the drone service, scheduling surveys, and monitoring
fertilizer usage data.
 Events:
o Farmer field demonstrations in collaboration with local agricultural universities and
extension services.
o Participation in regional agricultural fairs and exhibitions with interactive booths
showcasing the drone technology.
 o Organize workshops and training sessions on sustainable farming practices,
highlighting the drone's role.

 Train the Trainer Campaign

o Appointment of a person among the farmers who is trained by the company who acts
as a link between the company and farmers.
o Training the person with the required skill set to use the Technology to solve the local
problems of the farmers.

Secondary:

 Traditional Media:
o Regional agricultural magazines and newspapers with targeted advertisements and
articles.
o Radio campaigns in local languages with informative radio spots and farmer
interviews.
 Partnerships:
o Collaborate with agricultural equipment manufacturers and retailers to bundle the
drone with other farming tools.
o Work with agri-finance institutions to offer financing options for farmers to purchase
the drone service.
o Aligning with the existing Government Initiative with a similar mission to provide
subsidy on adoption of these greener technologies.

Launch Strategy for Drone Technology:

Product Formalisation

 Launching a lease model which is cost effective on subscription basis keeping in mind that
these activities are generally required for the 2-3 times a season solving the problem of lack
of credits and also penetrating to the medium to low-income segment group.
 Training the appointed farmer to be a point of contact for order booking and execution of
services.
 Provide a sustainable storage space with the drones and other gadget technology and also the
pesticides to be used.

Tie-ups with the Fintech Firms

 Tie up with the fintech firms and Gramin banks to ease the credit availability of farmers from
relevant sources at lower Interest rates as compared to existing practice of informal loans
from zamidars.
 Messaging Themes:

 Save Money, Save Soil: Emphasize the drone's ability to reduce fertilizer costs and improve
soil health.
 Precision Farming for Future Generations: Highlight the drone's contribution to sustainable
farming practices for long-term benefits.
 Tech-Enabled Tradition: Bridge the gap between traditional farming practices and modern
technology, showcasing the ease of use and accessibility of the drone.
 Data-Driven Decisions: Promote the drone's ability to provide farmers with real-time data for
informed decision-making.

2. Branding:

Slogan:

 GreenSpark: "ज्यादा फसल, ज्यादा दाम, होगा खुहाल किसान।“

Justification for GreenSpark's Sustainable Farming Revolution Strategy:

1. Comprehensive Digital Presence:

o Targeted Social Media Campaigns: social media is a powerful tool to connect with
farmers. By focusing on specific regions and crops, GreenSpark ensures that its
message resonates with the local farming community.
o Video Testimonials and Interactive E-Learning: Real-life testimonials provide
authenticity, and interactive e-learning modules engage farmers, making the
technology more accessible and user-friendly.
o Mobile App: The mobile app streamlines the process, making it convenient for
farmers to access the drone service and monitor fertilizer usage, addressing the issue
of inadequate storage facilities.
2. Engaging Events and Workshops:
o Farmer Field Demonstrations: Hands-on experiences at field demonstrations build
trust and showcase the practical benefits of the drone technology.
o Regional Agricultural Fairs and Exhibitions: Participation in these events widens
GreenSpark's reach and allows for direct interaction with farmers.
o Workshops and Training Sessions: Educational workshops not only highlight the
drone's role but also address the lack of crop rotation and soil fertility issues through
sustainable farming practices.
3. Train the Trainer Campaign:
o Localized Expertise: Having a trained farmer act as a liaison ensures that the
technology is implemented effectively, considering local challenges and practices.
o Building Trust: Farmers are more likely to adopt new practices when guided by
someone within their community who understands their unique needs.
4. Diverse Marketing Mix:
o Traditional Media: Recognizing the importance of reaching older generations and
rural communities, traditional media channels such as regional magazines and radio
campaigns are utilized.
o Partnerships: Collaborating with equipment manufacturers and retailers, as well as
aligning with government initiatives, enhances credibility and provides financial
incentives for farmers to adopt the technology.
5. Innovative Launch Strategy:
o Lease Model: Offering a lease model addresses the credit availability issue, making
the technology more accessible to medium to low-income farmers. This aligns with
the traditional aversion to high upfront costs.
o Training and Point of Contact: Training an appointed farmer as a point of contact
not only facilitates order execution but also establishes a local support system for
other farmers.
6. Financial Inclusion through Fintech Tie-ups:
o Lower Interest Rates: Collaborating with fintech firms and Gramin banks ensures
that credit is available at lower interest rates, alleviating the financial burden on
farmers.
7. Clear and Relatable Messaging:
o Save Money, Save Soil: This messaging directly addresses the primary concern of
soil fertility depletion due to fertilizer overuse.
o Precision Farming for Future Generations: Appeals to the long-term benefits,
connecting with farmers' aspirations for sustainable practices.
o Tech-Enabled Tradition: Eases the transition by emphasizing the compatibility of
technology with traditional farming practices.
o Data-Driven Decisions: Empowers farmers with real-time data, addressing the lack
of access to crop insurance schemes.