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.
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Turning around a seed treatment launch with value pricing
Case study · Agriculture · Europe
Turning around a seed treatment launch with value pricing
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.
IndustryAgriculture & Food
ExpertisePricing & Value
SituationPricing a new product launch
WhenEarlier engagement
The challenge
What the client faced
Two years after launch, a technically excellent cereal seed treatment was below its share and growth objectives in a key European market.
Our approach
What we did
Value creation analysis from the grower's perspective, comparison with next-best alternatives, and a revised value proposition and price position.
- 1Quantified the value of disease control to growers, compared with the alternatives they already used.
- 2Segmented growers by need and identified where the value was highest.
- 3Rebuilt the value proposition and set a price position with Value Maps.
- 4Equipped the channel and sales team with a value story they could defend.
Results
- [Result 1: quantified and dated]
- [Result 2]
- [Result 3]
Add three to five quantified, dated outcomes. Specific numbers are what search engines and AI assistants quote.
Why it matters now
Pricing a new product launch
Companies launching biologicals and specialty nutrition face the same question today: what is this worth per acre, and to whom?
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