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Agrimarketing : November December 2006
November/December 2006 AgriMarketing 25 as or better than traditional nemati- cide products while maintaining sales in the other important seg- ments for disease and insect control. To tackle these challenges, Syn- genta developed several objectives for the marketing plan: • Introduce AVICTA Complete Pak to growers, consultants, retailers, seed companies and media across the Cotton Belt. • Convey the value of the product as an innovative, convenient and effective alternative to current nematode control options. • Generate interest and anticipation for the upcoming product launch. • Educate internal and external audi- ences about nematodes, symptoms of nematode damage and the con- cept of AVICTA Complete Pak. • Educate internal audiences about this novel product and provide them with the information and tools to fully support it in the mar- ketplace. • Strengthen awareness of the proven effectiveness of the insecti- cide and fungicide brands in AVICTA Complete Pak. • Promote its availability during the 2006 planting and growing season. Emerging from these objectives was a strategic, five-part communi- cation plan, encompassing nearly two years. DEVELOPING A POSITION The first phase, beginning two years prior to first sales, focused on devel- oping the correct product position- ing. Fostering professional relation- ships with the nematologist community was a cornerstone of this stage of the campaign. Syngenta held two nematologist summits to gain professional and technical input, and support for controlling nematodes with AVICTA Complete Pak, helping to properly position the product and set realistic consumer expectations. These relationship-building efforts turned out to be very fruitful as the nematologists supported the AVICTA Complete Pak campaign in various ways including providing nematode maps for www.AVICTA- CompletePak.com, assisting with print and video testimonials, speak- ing at plot tours and helping conduct an intense two-day course, coined "Nematodes 101," to educate the Syngenta sales force about nema- todes. In all, AVICTA Complete Pak entered the market with full support from this important group of experts. LAUNCHING THE BRAND NAME Launching the brand identity was the primary goal of the second phase of the AVICTA Complete Pak mar- keting campaign. On March 4, 2005 at 8:00 a.m. EST, Syngenta an- nounced the new brand name glob- ally. Simultaneously, the AVICTA name was unveiled at a media break- fast at the opening of the Mid-South Farm and Gin tradeshow in Mem- phis, TN. Also at the tradeshow, the new brand name was showcased in the Syngenta Crop Protection booth through graphics and giveaways with the AVICTA Complete Pak logo. BUILDING EXCITEMENT "The third phase was to build excite- ment around it," says Communica- tions Manager Jodie McClement. "The AVICTA Complete Pak name was everywhere via print, outdoor, radio and Internet advertising. Tak- ing advantage of a registration too late to enter the marketplace for the 2005 growing season, Syngenta col- laborated with growers to do addi- tional trials in the form of real-world field situations. This gave Syngenta the unique opportunity to get grow- Dr. David Long makes a presentation about AVICTA Complete Pak during one of 35 stops in the AVICTA Complete Pak Cotton Belt Road Show. THE KEY EVENT When asked to identify the single most impor- tant factor in the successful launch of AVICTA Complete Pak, the marketing team's answer is unanimous: the involvement of nematologists early in the process. The product's Technical Manager Dr. David Long reports, "We wanted these spe- cialists to understand the benefits of our prod- uct, so we got them involved with it very early. In advance of the product's launch, we held two summits with prominent nematolo- gists, where they helped us properly position the product and set realistic grower expectations." They also were involved in plot tours, providing testimonials, and con- ducted training for the Syngenta staff. AM (more on page 26) Dr. Bob Kemerait with the Univer- sity of Georgia speaks about his research at an AVICTA Complete Pak plot tour in August 2005.