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    Value Pricing in Seed Treatment

    The Challenge

    A global leader in the Agriculture industry introduced a seed treatment for the control of seed and soil-borne diseases in Cereals in one of its key markets in Europe. Two years after its launch, the product had underperformed market share and growth objectives, despite its excellent technical attributes. The client needed to understand how to create, communicate and capture value more effectively while increasing market share.

    The Approach

    Market Edge worked with the client’s multifunctional commercial teams to develop a Value Pricing process, which allowed the team to:

    • Identify the key perceived performance gaps between their brand and competitive offers
    • Agree on a more specific target segment of farmers (rather than the market average)
    • Adjust the segment specific offer, brand positioning and price

    The Outcome

    The client was able to close perceived performance gaps by introducing a complementary insecticide to complete their offer. The product was relaunched with new messaging (as a complete seed package) and pricing. The client increased volume sales the following year with a >35% increase in gross profit.