Recent work · Agriculture · Biologicals
A crop nutrition company was preparing to launch a biological product through the channel to growers and applicators.
The challenge
The team needed to agree the target (applicator or grower), map sources of influence and information, and set a farm-gate price that worked for the company and the channel.
Our approach
Strategic marketing planning sessions with the launch team, working through each element of the plan.
Outcome so far
Sales teams qualified [X] acres of grower trials before launch, a stronger signal of demand than a concept test. [Confirm figure with client before publishing.]
What’s next: Strategic marketing workshops are extending to other biological products and countries.
Draft from Market Edge records. Client approval required before publishing; add quantified results where the client agrees.
Why it matters now
A new product worth tens of millions is about to be priced without a view of its value to customers.
Agriculture · Europe
[Result]
Two years after launch, a technically excellent cereal seed treatment was missing its targets. Quantifying its value to growers reset the offer and the price.
Read the case →Agriculture · Global
[Result]
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 →Agriculture · 15 countries
[Result]
A global agribusiness needed to know whether marketing in 15 Latin American countries could deliver very different go-to-market strategies.
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