Bangkok--13 Mar--Dentsu
Mr. Koji Yamashita, President of Yanmar S.P. Co., Ltd. revealed that Yanmar and Manchester United Football Club has had good relationship and supported each other in sports since 2012. This year, Yanmar and Manchester United Football Club is taking another major step further to combine the remarkable points of both brands into the limited-edition tractor YANMAR LIMITED EDITION TRACTOR X MANCHESTER UNITED EF514MU for the first time as well as improve Yanmar's image to become a premium brand with the aim of penetrating the Smart Farmer market.
YANMAR LIMITED EDITION TRACTOR X MANCHESTER UNITED EF514MU tractor is designed with the emphasis on combining the design to represent the uniqueness of both brands which are strong and ready to do any task in all fields. This premium tractor is full of great strength and state-of-the-art technology which can enhance the efficiency in the operation of farmers. The TNV 51 direct injection diesel engine, for example, comes with high horsepower and the Mono Plunger pump which can perform complete combustion to save the magic reverser gear oil - 9-gear forward and 9-gear reverse. Also, the gear can be changed quickly and it is easily controlled. The steering is hydrostatic power steering and the PTO comes with two speed levels and big hydraulic pump to build the flow rate up to 33.4 liter/minute. The lifting holder has a lifting ability of up to 1,350 kilograms. The outside surface is decorated with exclusively copyrighted stickers of Manchester United FC around the engine body while the look is enhanced with special colors. The trunk is premium red and the wheel is premium gold.
"Nowadays, the behavior of using agricultural motors of farmers in Thailand has changed a lot. More tractors are used in replacement with the tillers due to their greater convenience and worthiness. This year, we seriously explore this market by adjusting the Yanmar brand image to be more premium. Launching the limited-edition tractor YANMAR LIMITED EDITION TRACTOR X MANCHESTER UNITED EF514MU is another strategy in approaching the target group who are "Smart Farmers". We aim to sell 3,000 tractors by organizing sale promotion activities with the preventive maintenance package of 1,500 hours. The warranty period is also extended from one year to three years, and the customers are allowed to choose products that meet their demands from our business partners who are becoming marketing leaders.
Regarding the marketing communication, as the main target group of Yanmar this year is the Smart Farmers, communication via online media is used to a greater degree, especially on social media to correspond to the consumer behavior. Other media used include publishing media, radio in the program of Luk Thung Network, outdoor media on Mittraphap and Asia roads including other media at the point of sale. Moreover, road shows were organized to provide tractors for test-driving on site, with a focus on agricultural areas where farm plants are grown. 10% of our total sale or about 200 million baht will be allocated for marketing communication purposes", said Mr.Koji.
The overall tractor market of Thailand in the past year recessed due to several negative economic factors. The prices of agricultural crops went down while draught problems occurred, resulting in the reduction of purchasing power of farmers and the market growth by 10%. For Yanmar, the turnover was 5,200 million baht, 70% of which came from the domestic market and 30% from foreign markets such as Indonesia, Myanmar, the Philippines, Cambodia, Vietnam, Australia, and others. This year, the growth is aimed at 30% or 7,000 million baht.