PRESENTING COTTON PROMOTION PROGRAM

Transcription

1 PRESENTING COTTON PROMOTION PROGRAM

2 SIGNIFICANCE OF COTTON IN INDIA India is the second largest producer and the second largest consumer of Cotton in the world Over 6 million farmers are involved in Cotton farming 40 to 50 million people are engaged in Cotton cultivation, trade and processing Cotton acreage ranges from 11.5 million hectares to 12.1 million hectares Textiles contribute about 14% to the industrial production, 4% to the GDP and 14.42% to the country's export earnings. Cotton is deeply connected with out Independence history - the Swadeshi Movement had Khadi as its essence

3 NATURAL V/S MAN MADE However Cotton is losing market share to man-made fibres This is already making a dent in the Cotton economy thereby having an adverse impact on the Cotton value chain including the farmer Hence

4 AN IDEA IS BORN COTTON PROMOTION IN INDIA

5 A STRUCTURED APPROACH 4. Building the ideas 5. Co-opting partners 6. Implementation

6 VISION STATEMENT COTTON ASSOCIATION OF INDIA to play the lead role in ensuring the supremacy of King Cotton by increasing consumption at the end-user level

7 GOALS WHAT DO WE WANT TO ACHIEVE 1. Demand Enhancement 2. Create awareness about benefits of cotton Cotton Promotion 3. Active Partner Support 4. Identity and Image building

8 KEY STRATEGIES HOW WILL WE ACHIEVE THIS Cotton Education Strategy Niche Segmentation Strategy Partnership Strategy Visibility Building Strategy

9 COTTON EDUCATION STRATEGY Objective Target Group Program Priority Ensure early and enduring awareness of cotton and its benefits at the key entry points into the category Young children & teenagers who are beginning to influence purchase decision Young fashion/textile designers who will influence trends New homemakers School Contact Program Pilot in 20 schools in Mumbai 7

10 SCHOOL CONTACT PROGRAM Primary Target Group : School children in the age group of 10 to 13 years Start early in inculcating a preference to future major decision makers Secondary Target Group : Parents & School Faculty Objective: To educate them on the Benefits of Cotton in an entertaining manner thereby inculcating a preference for Cotton over other fibres

11 SCHOOL CONTACT PROGRAM EXECUTION PLAN Stage Details 1. Pilot Launch 20 schools in Mumbai Language English Target date - November Selected Launch 5 Metros & Mini Metros - Mumbai, Delhi, Chennai, Ahmedabad, Hyderabad Language English ; Experiment with some vernacular languages Target date July National Launch All across the country Language English and major Indian languages Target date Nov International Launch Spread to neighbouring countries - Pakistan, Bangladesh, Sri Lanka Target date To be decided

12 SCHOOL CONTACT PROGRAM - ELEMENTS Cotton Donation Drive Audio Visual Film Live Display Exhibition On Cotton Quiz Competition Cotton Pledge Signature Campaign Painting Competition Painting Exhibition Grand Display Event

13 FILM

14 SCP IN CAMPION SCHOOL IN SOUTH MUMBAI

15 SCP - EXECUTION

16 SCP EXECUTION

17 SCHOOL CONTACT PROGRAM FINANCIALS The program is designed to cost around Rs. 100 thousand per school The Pilot Launch of the program has already been funded by members of Cotton Association of India in their individual capacity Cotton Association of India will solicit sponsorships while showcasing the Pilot Launch A program as ambitious as this requires active partnership from all stakeholders - within and outside the Cotton value chain

18 NICHE SEGMENTATION STRATEGY Target: Influencers including Retail partners Scale Launch High end gifting product Objectives: Create demand & make Suvin Ratna The Image driver

19 III) Partnership strategy Objective: Co-opt and build strong partnerships within and outside the cotton value chain to create win-win situations and garner resources in terms of time, manpower and money 7

20 Visibility building strategy Developing a cost-effective media and retail strategy to deliver a multiplier effect in a phased manner Objective Examples - PR, social networking/online media, technical magazines,co-operative advertising, Priority: 1. Develop the Cotton communication Strategy and creative campaign tagline

21 BABY STEPS TAKEN CAI s cotton promotion program has started with baby steps School Contact Program & Suvin Ratna are ambitious projects which have just taken its initial steps School Contact Program is envisioned as a massive Cotton Education drive across the length & breadth of our country An ambitious plan that requires passionate support of all stakeholders

22 Thank you