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Agrimarketing : November December 2006
26 AgriMarketing November/December 2006 ers and consultants out in the field to see the results of AVICTA Complete Pak for themselves, in their regions." To showcase these grower plots, Syngenta implemented the AVICTA Complete Pak Cotton Belt Road Show. A departure from the standard plot tour, this road show --- lead by a caravan of vehicles clad with over- sized AVICTA Complete Pak mag- nets --- included 35 grower plots across nine states. More than 550 growers, retailers, seed company representatives and media attended various portions of the road show. The road show helped answer any remaining questions about whether AVICTA Complete Pak could effec- tively protect against nematodes, insects and diseases. EDUCATING INTERNAL AND EXTERNAL AUDIENCES Education was the focus of the fourth phase of the campaign. It was critical to the success of AVICTA Complete Pak that the sales force at Syngenta know and recognize nema- todes and the problems they can cause. "Nematodes 101" was a two- day intensive, classroom-style course for Syngenta internal personnel led by nematologists and Syngenta tech- nical representatives. The "Think Out of the Box Challenge" was a three-part e-mail based communica- tion to each of the sales districts chal- lenging and rewarding them to read information and answer questions. It was vital to educate retailers and seed companies about nema- todes and this new product as well. To provide seed company and retail customers with an indispensable resource about precise and effective application of AVICTA Complete Pak, Syngenta designed an in-depth application and marketing manual. Syngenta also developed an online nematode training module where Certified Crop Advisers (CCAs) could earn continuing education credits. In addition, there was an online training module and compre- hensive video produced about AVICTA Complete Pak to educate all audiences. LAUNCHING THE BRAND The final phase of the AVICTA Com- plete Pak marketing plan was the official launch. This segment contin- ued the print, outdoor, radio, Inter- net, television and direct mail adver- tising but added new twists. Syn- genta developed talking outdoor billboards where the billboard viewer is prompted to tune to a radio station listed on the billboard to hear an AVICTA Complete Pak message. DISTRIBUTION "We have two avenues of distribu- tion," Russell says. "First is via pur- chasing seed which has been treated with our product from the two seed companies that we currently have agreements with --- Delta & Pine Land and Stoneville. In this case, growers will order it from their local seed dealer. "The second is from Certified AVICTA Complete Pak retailers we have licensed," he continues. "We currently have several of these loca- tions and growers can place their orders with them and the retailer then applies the product with a spe- cial piece of equipment that we have provided. SALES Because of its method of distribution, the product's team tapped into sev- eral of Syngenta's business units' sales forces to help bring the product to the marketplace. The Seed Care business unit, which AVICTA Com- plete Pak is a part of, took the lead on the product, of course. However, because of the relationships that already existed, Syngenta's Green- leaf business unit, traits licensing, sales team was involved in creating the partnerships with the seed com- panies. Also critical to the products' success in the field was Syngenta's Crop Protection Southern Field Crops sales team and the retailers. LOOKING AHEAD The Syngenta team has high hopes for the product and is looking for even more rapid adoption of it. "Ini- tially when we launched the prod- uct, we emphasized its nematode control," Long says. "We felt that market was somewhat underserved and was a great fit." However, AVICTA Complete Pak also offers total plant health benefits. In some cases, growers may not have been using a fungicide, but after using AVICTA Complete Pak, with its fungicide, they observed healthier plants. Its seed treatment insecticide helps the plant establish a healthy root system early, resulting in more vigorous plants. "These developments brings AVICTA Complete Pak into a $100 million market range," Russell says. A high mark, but given their suc- cessful track record, one that appears to be very attainable. AM The trucks in the caravan across the Cotton Belt during the Road Show were outfitted with AVICTA Complete Pak magnets. PRODUCT OF THE YEAR/continued from page 25