Agriculture · Global
[Result]
Building launch capability after an acquisition
An agrochemical company acquired late-stage products for crops and countries where it had never launched. It needed a launch process quickly.
Read the case →
Launches that underperform
Problem we solve · Strategic Marketing & Growth
Launches that underperform
“Great product. The launch missed its targets.”
Strong products miss launch targets when the target segment, value proposition and price were never sharp, or the influencers who shape adoption were missed. A launch plan built on segments, value and an influencer map changes the odds.
Why it happens
Cause 1
No needs-based segmentation
Cause 2
Influencers left out
Cause 3
Launch planning starts too late
What we hear from clients
Paraphrased and anonymized from recent conversations.
“We are mapping trials, consultants, the channel and other growers to plan the launch.”
How we solve it
The approaches we use most often for this problem. Most clients start with one.
How we help
Value propositions, brand and demand generation
We build value propositions for each target segment and turn them into brand messages and campaigns that generate demand with the right customers.
How it works →How we help
Value pricing
We quantify the value your offer creates against the customer's next-best alternative, set price positions on a value map and build the pricing logic sales can defend.
How it works →How we help
Value chain mapping
We map who buys, specifies, influences and captures value from supplier to end user, so your value proposition and price work for every step that matters..
How it works →Tools that help
Market Edge frameworks used to diagnose and fix this problem.
Launch and campaign planThe Launch and campaign plan turns strategy into action: target customers, purchase criteria, influencers, touchpoints, messages, timing and measures for a new product launch or seasonal campaign..Influencer MapAn Influencer Map shows everyone who shapes a purchase, from users and specifiers to consultants, the channel and peers, and how much each one matters.Value Proposition builderThe Value Proposition builder turns analysis into a clear statement for each segment and stakeholder: who it is for, the problem it solves, the value it delivers and why it is better than the alternative.
Clients who solved this
All case studies →Agriculture · Biologicals
Recent work · 2026
Launch plan and value price for a biological crop nutrition product
A crop nutrition company was preparing to launch a biological product through the channel to growers and applicators.
Read the case →Medical Devices · Implant
[Result]
Proving the clinical and economic value of a new implant
A minimally invasive implant offered a new option for high-risk patients. The business needed to show its value before launch.
Read the case →Point of view
Our point of view
All points of view →Further reading
Articles by Market Edge consultants on mkt-edge.com.
Questions about launches that underperform
When should launch planning start?
Before price and offer are fixed, so planning can shape them.
What is a good early signal?
Commitments such as trial sign-ups, not stated interest.
Situations where this shows up
"We've been sales and rebate led for years."
Moving from commodity to specialty
Your strategy now depends on selling on value, but the sales force, pricing and segmentation were built for volume.
How we help →"We're a new company with a parent company's marketing habits."
After a spin-off, carve-out or PE acquisition
A new owner or independent company means new growth targets with marketing infrastructure that was left behind.
How we help →"We're about to launch, and the price is cost plus margin."
Pricing a new product launch
A new product worth tens of millions is about to be priced without a view of its value to customers.
How we help →Other Strategic Marketing & Growth problems we solve
Strategic Marketing & Growth →Strategic Marketing & Growth
Targets without a path
“Leadership set a growth target. Nobody can say exactly where it will come from.”
Read more →Strategic Marketing & Growth
Resources spread too thin
“Every segment gets a little attention. None gets enough to win.”
Read more →Strategic Marketing & Growth
Products copied, margins squeezed
“Competitors closed the technical gap. Now it is all about price.”
Read more →Recognize this problem?
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