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Agrimarketing : October 2009
FOCUS ON: MARKET RESEARCH THE NEW dmrkynetec by the Agri Marketing Editors In today’s economy, it’s not enough to be in the game. Like a hiker rely- ing on a compass, knowing what direction you’re headed, no longer guaran- tees success ... or survival. The stakes are too high to rely on old plays and technologies. That’s the thinking behind international market research and con- sulting firm dmrkynetec. Striving to offer game plans and guidance stemming from decades of experience in market knowledge and advanced intelligence-gathering techniques, they deliver innovative market research and consulting ser- vices fitting client needs. They spe- cialize in crop protection and biotechnologies, agricultural equip- ment, and animal health. A RICH HISTORY dmrkynetec is built on years in agricultural market research and consulting. The 2007 merger of Kynetec Limited, Newbury, U.K ., and Doane Marketing Research, Inc., St Louis, MO, created an innovative marketing information business with an expanded global reach. Today, the company is arguably the leading global provider of infor- mation and services for the crop protection, biotechnology and ani- mal health industries. Its legacy companies allow dmrkynetec to compile years of market and tracking data for clients. ”The ability to package our detailed market knowledge with our historical data provides an edge over competitors,” says dmrkynetec’s, CEO Stephen Hearn. OPPORTUNITIES FOR GROWTH dmrkynetec has launched an aggres- sive growth strategy totaling five new locations in just two years. Respond- ing to the demand for market knowledge in Eastern Europe, an office in Pozna, Poland was first. Soon after, the company added two senior researchers in Asia. In 2008 dmrkynetecc furthered its reach in the animal health sector. A joint venture with the market research giant GfK, merged GfK animal health U.K . Ltd and m2A SAS, France with dmrkynetec’s existing services. Included were GfK’s custom agricultural and animal health research activity in Germany, animal health client ser- vices and support based in Ireland and plans to develop U.S . compan- ion animal health information. Today, dmrkynetec is majority- owned by GfK. It has locations with U.S. offices in St. Louis, California and Ohio. U.K., Italy, France, Germany, Ireland, Poland and Spain locations support multiple geographies along with China and Malaysia serving the Asia Pacific arena. Growth continued in 2009 integrating GfK R&D plus the addition of fifteen to its global talent pool. CORE SERVICES The formula to rapidly expand its global reach, strengthen its portfolio and continue to service all agricul- ture sectors has worked well, according to Hearn. “We’re solidly positioned to provide the informa- tion needed in today’s challenging marketplace,” says Hearn. “But delivering information isn’t enough. We have the capabilities and experi- ence to guide companies in using information to build strategies for greater profitability.” To access the source for unparalleled grower insight, contact your SF® Ag Media sales representative or Curt Blades at 800-678-2895 or firstname.lastname@example.org. www.agriculture.com 73% of farmers under the age of 40 use the Web when deciding on needs and gathering information about products. 68% of 1,000+ acre farmers have high speed Internet access. 49% of farmers contacted a dealer after seeing an ad on an agricultural Web site. ® Watch for our new Seed Study coming in January. .agricultur www w.agriculture.com cultur (more on page 48) dmykynetec CEO Stephen Hearn (r) and Project Vice President Hylon Kaufmann. October 2009 I Agri Marketing 47 47 Research Roundup:32 Feature Story 10/1/09 4:44 PM Page 47
Best of CAMA 2009
Marketing Services Guide 2010