Advancement, convenience, transparency: the three pillars of Digitrac’s success

Ideals, policy, motto, vision, mission, and other countless interchangeable jargon that ‘defines’ a brand. So, what does it all mean? What does a brand actually ‘gain’ by having all these things, or maybe one, in the first place? Well, fist (and most importantly) of all, perspective. However, this perspective is not only in terms of how the brand perceives itself, it also takes into account how the said brand wishes to showcase itself to its customers, i.e., consumer management. Managing the perspective, the image the brand holds in the face of not only its existing and potential customers. But also the entire world!

So, when it comes to the agriculture industry, what can a brand possibly promise to its consumers? Customers that are mostly aspiring or existing farmers. Customers that could very possibly be practicing farming as their main source of livelihood, or even be someone who has just taken up farming as a hobby. So, how does a brand cater to these two completely opposing options, all that come with an almost infinitely wide range of demographics. Well, while the choice of promoting one’s range of products and services while explaining to farmers and other customers (both existing and potential customers) how their range of products and services can benefit them is a very wise one, it might not be the most optimal one to make. Firstly, the question of communication comes into play. How do you phrase all that information into a manageable, understandable, comprehensive and impactful package? Secondly, and this carries forward form the first issue, is the fact that how do you spread the word? How does a farmer communicate to another, or for that matter, again, how does the brand itself communicate to hundreds millions of farmers what they are offering?

Well, for that exact purpose, they use the device of a motto, something that sums up the reason for the brand’s existence in as few words as possible. But then again, the question becomes, how? We all know that farming, and farmers, has needs as diverse as can be. So does one brand communicate that they can meet most, if not all of their needs, in as few words as possible? Well, let’s take an example.

Digitac is an agriculture brand that manufactures some of the best tractors in India. It is a part of the highly trusted, valued and popular brand, the Escorts-Group. And with a pedigree like that, you know that Digitrac has a lot to offer. For starters, it offers its customers with the latest tractor models in India, all of which are equipped with the latest tractor technology, including both software and hardware upgrades. Along with that, Digitrac also supports its tractors with top class tractor accessories. When you are investing into a 50HP tractor, or maybe upgrading to a 60HP tractor, one has to make sure that the overall package of the product is best suited to one’s needs and tastes. However, Digitrac is not only known for its fabulous range of tractors, but also the tractor services it provides. These services range from providing customers with tractor loan online to being able to, as an online-only platform, make sure that tractor insurance provided to its customers is as quick, convenient and hassle-free as possible. Now this brings us to the final point, the communication.

So, how does Digitrac manage to communicate all of that in a manner in which farmers can understand what the brand stands for, what it provides, and, perhaps most importantly, how it sees itself evolving over a period of time? The answer is actually very simple, as it should be. Just three simple words. Advanced. Convenient. Transparent. And there you have it all! Digitrac is advanced, since it is continuously pushing towards evolving tractor technology, all to make farming more efficient. Digitrac is Convenient. As an online-only platform, customers don’t have to spend time and money travelling and visiting various dealerships. They can just purchase the tractor online, since they also get the benefit of a doorstep demo and a test drive. Finally, Digitrac is transparent. Digitrac is perhaps the only tractor brand that is open about the pricing of its tractors. Going to the website or downloading the Digitrac app, you know the price of each and every model up front, and also, you know exactly what you’re getting for every single rupee you’re spending.investing in your new tractor. That is because all of Digitrac’s tractors are fully-loaded. That means there is absolutely no need to upgrade. All tractors come with all the latest features that a farmer could possibly need, and are thus, free to choose the range of power that is best suited to their needs.

So, what does Digitrac’s motto teach us? Keep it simple.