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Daedong makes a stronger push into Türkiye with roadshow and immersive expo marketing

2024-10-25 | views 23

Daedong makes a stronger push into Türkiye with roadshow and immersive expo marketing


- Goal is to quickly penetrate the local market with a viral campaign focused on product performance and quality done organically with first-hand customer experience.
- Company will exhibit and demonstrate tractors with 20 to 140 horsepower at road shows... Earlier in the year, 500 farmers joined the Road Show, ordering 80 tractors
- Daedong will host a 2nd road show next year, and join one of the three largest agricultural fairs in the country... Goal is to sell 3,000 tractors per year by 2028


Daedong (Co-CEOs Kim Jun-sik and Won Yu-hyun), a leading company in the future agriculture industry, announced on October 25 its plans to make a stronger push into Türkiye with another KIOTI Road Show and also join one of Türkiye’s largest agricultural exhibitions to quickly penetrate the market with an organic viral campaign driven by first-hand customer experiences and testimonials.


Türkiye is the world's 4th largest market in terms of tractor sales, growing roughly 25% from about 54,000 units in 2020 to 68,000 units in 2022, and is expected to grow further by an average of 7.6% annually from 2024 to 2030. To take advantage of this market, Daedong signed a contract with Türkiye’s Aral Group (CEO Ahmet Cetin) at the end of 2023 to supply tractors (20~140 horsepower) worth approximately KRW 350 billion over five years from 2024 to 2028, and is now fully engaged with the local market.

 

Daedong (Co-CEOs Kim Jun-sik and Won Yu-hyun), a leading company in the future agriculture industry, announced on October 25 its plans to make a stronger push into Türkiye with another KIOTI Road Show and also join one of Türkiye’s largest agricultural exhibitions to quickly penetrate the market with an organic viral campaign driven by first-hand customer experiences and testimonials. Image shows farmers examining products at the KIOTI Road Show in Konya, Türkiye, on October 5.


During the first half of this year, Daedong joined “Konya Agriculture 2024,” one of the three major agricultural fairs in Turkey along with the Brusa Agricultural Fair and AGRO EXPO, to officially launch the KIOTI brand locally and begin recruiting dealers. Daedong believes that in order for KIOTI to quickly make its way across the local market, word-of-mouth about the brand's strengths, product quality, and performance, should be spread through first-hand customer experience. Thus, the company plans on hosting road shows and participating in exhibitions in earnest starting this month.  


A couple of KIOTI Road Shows got underway on October 4 and 5 in Ankara, the capital of Türkiye, and Konya, a key agricultural city, targeting KIOTI dealers and local farmers. Daedong showcased 22 small to large tractors, including CK, DK, RX, and HX products that produce between 20 and 140 horsepower, and also demonstrated the performance of its core models, HX and RX, with attachments such as rotavators and plows. More than 500 visitors attended the two-day Road Shows to get a closer look at the products, and Daedong managed to secure orders for more than 80 tractors on the spot. Moreover, by promoting the company’s systematic dealer training and management system, which is the main driving force behind KIOTI becoming a tier-1 brand in North America, the company discovered mega dealers selling more than 1,000 tractors a year in Turkey and followed them up for possible dealership arrangements.


Then, from October 8 to 12, Daedong appeared in the “Bursa Agricultural Fair” to exhibit the HX and RX, thereby kicking off sales of its mid- to large-sized tractors in Türkiye as well. The exhibition, which brought in 200,000 visitors, was attended by major global agricultural machinery makers, including KIOTI, John Deere, and Kubota. Daedong also plans on participating in the Adana Agricultural Fair, which gets underway in Türkiye from October 30 to November 3.

 

Daedong (Co-CEOs Kim Jun-sik and Won Yu-hyun), a leading company in the future agriculture industry, announced on October 25 its plans to make a stronger push into Türkiye with another KIOTI Road Show and also join one of Türkiye’s largest agricultural exhibitions to quickly penetrate the market with an organic viral campaign driven by first-hand customer experiences and testimonials. Image shows a demonstration of a plow attached to the HX tractor, a flagship model for the local market, at the KIOTI Road Show held in Konya, Türkiye, on October 5.


Daedong plans to host a second Road Show in Türkiye next year and participate in all three major agricultural exhibitions, the Konya Exhibition, Brusa Agricultural Fair, and the Agro Expo, to raise awareness of its KIOTI brand. By doing so, the company wants to build a local dealer network of 30 to 40 dealers within three years, secure a market share of at least 3%, and sell 3,000 tractor units per year by 2028.