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Agrimarketing : November December 2007
40 AgriMarketing November/December 2007 eration of testers, the mini GAC (Grain Analysis Computer) and the mini GAC plus. For the first time ever, a farmer has access and the ability to use the same cali- brations that are used for commercial testing and accurate test weight information. These efficiencies are raised: • An accurate dial in to correct moisture levels for on-line combine monitors, • Knowing what fields to harvest next and how to place equipment in the field to minimize fuel and transporta- tion costs, and • Accurate drying of grain. • Users' income and bottom line are also improved by avoiding dockages during commercial trade. A media campaign was launched consisting of ads in key trade journals and Web based advertising. In addi- tion, DICKEY-john also developed better packing alterna- tives for in-store customers. This resulted in an attractive carrying case for the product and its first point of pur- chase product sleeve that prominently points out the key selling features and the ease of use. JOHN DEERE'S 7760 COTTON PICKER The 7760 Cotton Picker was introduced August 23, 2007, at a special dealer product launch in Cincinnati, OH. The machine produces a formed and wrapped round cotton module on-board and requires none of the equip- ment associated with traditional module production, including a tractor, boll buggy, and module builder as well as the costs associated with fuel, labor, maintenance and insurance. Although a full-scale advertising and promotional cam- paign is just now underway, John Deere was able to take advantage of the high level of interest that existed through significant pre-launch public relations activities. This strat- egy helped ensure correct information reached potential cus- tomers, industry partners, and both ag and non-ag media. The cotton harvester market in the U.S. has been, and is currently, dominated by John Deere and a single com- petitor. Industry statistics put annual cotton picker vol- ume somewhere between 450 and 500 units (pickers only); John Deere currently enjoys significant market share and has been the market leader the last ten years. Both equipment companies have introduced module- building cotton pickers within the last 12 months. How- ever, total U.S. cotton harvester market share is not expected to change significantly for either manufacturer, as both have introduced their respective machines on a 'limited-availability' basis. CRYSTALYX BRAND SUPPLEMENT'S BIOBARREL The BioBarrel is a non-returnable, single-trip container used to deliver CRYSTALYX low-moisture supplements for cattle. It is made through a patented process using only ground straw and soy flour. Since this was an entirely new container concept, the need to make sure the BioBarrel was positioned, handled and stored correctly was crucial to its suc- cess. So, a series of meetings was held, a CD was produce with FAQ's and video clips, and PowerPoint presentations were prepared for its sales representatives' use. Both advertising and public relations approaches were used to launch the BioBarrel. Most of the tactics were directed to producers, but there were also educational efforts targeted toward manufacturing, sales representa- tives, distributors and dealers. Ads and editorial coverage have appeared in over 60 livestock publications. In addition, "Supplement Strate- gies Live," a one-hour live broadcast featuring host inter- views and live viewer call-ins ran on RFD-TV. The overall market for free-choice, low-moisture block livestock supplements is estimated at $100 million in North America. DOW AGROSCIENCE'S TECHNOLOGY FOR TRAITS 2007 was the launch year for Dow AgroScience's new port- folio of "Technology for Traits" corn herbicide products including SureStar, Durango DMA and Sonic. These prod- ucts are being used as residual herbi- cides with Roundup Ready corn, an estimated market of $200 million. A key factor in the current mar- ket environment is the growing number of documented glyphosate- resistant and tolerant weeds. Related to this is the known fact that it is crit- ical to control weed competition dur- ing the first few weeks after planting in order to maximize yield in both corn and soybeans. Products marketed under the Technology for Traits brand platform are designed specifically as foundation weed control products for improved weed control solu- tions for herbicide tolerant crops and will improve perfor- mance on difficult-to-control and resistant weeds. Marketing activities include ad campaigns, a dedi- cated Web site, media tours and plot tours at farm shows. Although other companies are working on products for difficult-to-control weeds in herbicide-tolerant crops, Dow AgroSciences is the first to launch and commercial- ize a pre-plant, pre-emergence and early post-emergence herbicide designed for use in Roundup Ready corn with multiple modes of action. AM ALSO HONORED BY THE JUDGES/continued from page 38
2008 Marketing Services Guide