© 2014 Reed Business Information Ltd Innovation framework case study Innovation and integrated marketing: falling in love with the customer problem David

© 2014 Reed Business Information Ltd© 2014 Reed Business Information Ltd

Innovation framework case studyInnovation and integrated marketing: falling in love with the customer problem

David Abbott








SUPPLY

SUPPLY CHAIN

FARMER DEMAND

Participants

DATA SERVICES

• Livestock• Dairy

• Merchants• Markets

• Services• Energy• Insurance

• Processors• Distributors

Educate customers

Understand customer needs (+R&D)

Understand customer usage

COMPLIANCE

PRODUCTIVITY

TRADINGAcquire and retain customers

Manage regulation

Benchmark

Achieve best prices

Traceability

Key needs

Regulatory STP & Subsidy Mgmt

Input STP

Benchmarking

Product Advice

Manage supply chain transactions

Traceability / Supply Chain Standards

Sales STP & Quality Feedback

Weather

Supply and Demand

Farm Management Tools

Interconnectivity

• Retailers• Traders

• Poultry• Mixed

• Agronomist• Vet• Accountant

Supply chain security

Prove supply chain standards

• Machinery• Seeds/Feed• Agrichems

• Arable• Horticulture

Supply Chain insight

Grower insight

Data Store

Data Export

VARIETIES YIELDS SOIL TYPE EQUIPMENT STOCKTREATMENTS


© 2014 Reed Business Information Ltd

60CompaniesTier 2

Tier 3

1,000 +Companies

Tier 123

Companies

DistributorsAdvisors

Crop Protection Seed

Manufacturers Fertiliser

Apparent Market

Target ‘volume’ market evaluation via customer insight research

ResellersLarge

Distributors

Orig

inal

Obj

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e –

Appr

aise

Agr

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ture

Sup

ply

Chai

n to

Eva

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e BI

O

ppor

tuni

ty a

nd R

ecom

men

d Pr

oduc

t Str

ateg

y


Competitors collecting data via market research methods.

Providing insight to customers typically three times per year, in tools that suit data specialists

14

Existing Budget

Solution Envisaged

Problem Prioritised

Problem Awareness

Va

lue

Att

ribu

tion

/ P

rop

en

sity

/ D

em

an

d /

Urg

en

cy

Agchem companies identified as highest urgency and value attribution They all buy from competitors but are open to potential of switching solution


Identify Practice Trends

“Tell me what’s changing in cultivation practices – are sprayer booms getting wider, drilling getting earlier? That knowledge gives me an advantage.

Real time view of the market

“A daily view of spraying season gives me early warning of sales/marketing issues I need to jump on. Quarterly panel data is far too late.

View on adviser-led demand

“Give me a view of where agronomists are recommending my products or not – by region and distributor. It tells me where I need to work harder.

Market intelligence – real time/tactical and trend/strategic

Product performance insight & evidence

Inventories and volume forecasting

“A real-time view of agronomy recommendations and on-farm inventories will help to improve forecasts, avoid stock-outs

Product Performance

“Find me the specific conditions in which my product outperforms its competitors. Help me find ROI claims I can make.

Market Share“Existing panels data covers cereals only. There is zero intelligence available on everything else. I need to know where my competitors are playing.

Buying Personas“With a rich and detailed view of our farmers customers we could target marketing much more effectively.

Product Usage Combinations

“Knowing what other products are used with ours I could form marketing partnerships, tune my message, use demand for theirs to forecast my own.

Insight to Tertiary Supply Chain

“The buyers of grain (bread & biscuit manufacturers etc) influence farmer’s choice of variety. I need to know this early to be able to react.

Targeted communications channel

Marketing Channel to Agronomists

“We struggle to reach independent agronomists. A highly targeted message would help me to build demand.

Visibility of Distributor Pricing

“Tell me how much farmers pay distributors for my products. With this knowledge I can negotiate with my distributors.

Early warning on regulatory threats

“Give me a view on compliance deviations with my products by agronomists and farmers, to help me identify regulatory threats, address comms

Pest & Disease Forecasting

“By combining live on-farm data of pests incidents with wind/weather data you could help us forecast demand for our pesticides

Model Scenarios“With a large source of producer data we could model scenarios such as impact of weather, output prices or subsidy reform

Alternative to HGCA recommended list

“The government recommended list for seed varieties is too crude. An alternate from a broad data source lets us target niches.

Input & Output Variable Gaps

“Understanding yields in the context of all combinations of soil, weather etc would help me to identify gaps in the market we can look to fill

Precision Data for Contractors

Needs specific to the Ag Machinery sector“Our machinery collects data but there’s little incentive for the farmer to get it back to us. If you can hook this up we can gain valuable usage insight

“If the farmer gives permission to connect his machinery data to his dealer, they can give him improved service and sell the replacement

“The #1 issue for us is the standard of our dealers. Ownership data in Gatekeeper can give us insight into won, retained and lost business by dealer

“Contract services firms (for harvesting etc) are very intensive users. A solution combined with Gatekeeper could be a market-winning proposition

“Credit checks for machinery sales are slow and there’s a risk of loss. Farmer willingness to share data from Gatekeeper could speed that up

“Precision farming is a competitive battleground. If you plumbed our solution into Gatekeeper it would reduce barriers to uptake for the farmer.

Connect Farmer to Manufacturer

Increase Precision Farming Uptake

Benchmark Dealers

Connect Farmer to Dealer

Farmer Data for Credit Checks

THE EVIDENCEIdentifying input correlations against yield to prove which combinations are achieving the best results

WHY….farmers are following their strategies, including regional trends in recommendations and actual usage

HOW….farming strategies are effecting product usage including, sequencing, tank mixes and volumes

WHAT….products are being used now, across regions and crops, and the resulting YoY market share variances

Cause -------------- Effect

The most powerful business intelligence tool available for arable farming. It provides intuitive real time, in-season analytics from the deepest, broadest and most reliable dataset available.

This season, not last season

Even the niche crops Facts not opinions

Data from 40% of UK farm land

We will enable customers to identify threats and opportunities as they occur and adopt tactics and strategies to increase sales, market share and forecasting accuracy.

Niche crops included







Development & QA complete

Usability (lab) testing

Security clearance for Tableau Online

Legal clearance for Tableau Online

All aspects of functionality signed-off by development led pilot (BASF?)

Demonstration system complete

Development handover meeting with applicable operations (support) representatives

01-Apr-15 11-Apr-15 21-Apr-15 01-May-15 11-May-15 21-May-15 31-May-15 10-Jun-15 20-Jun-15

Cropscope Spring Insight Report. Stage 2: Development

Standard setup & reports agreed for launch

Support training and processes complete

Documentation / Help Files

Implementation training and training guide complete

1-Jun-15 6-Jun-15 11-Jun-15 16-Jun-15

Cropscope Spring Insight. Stage 3: Ops Integration - Prepare to De-ploy & Support


Marcoms plan created and agreed - Internal and external

Website pages complete (inc. About Us, product overview etc?)

Market research consolidated, targeting, market forces, differentiation, pen. Forecast

Case study completed

01-May-15 11-May-15 21-May-15 31-May-15 10-Jun-15 20-Jun-15 30-Jun-15 10-Jul-15 20-Jul-15 30-Jul-15

Cropscope Spring Insight. Stage 4: Marketing Plan


Sales strategy and processes devised

Product overview (Sales PDF)

Master sales deck & script produced

Master sales proposal completed

Sales order form, contract/T&Cs, SLA

Sales training completed

01-May-15 06-May-15 11-May-15 16-May-15 21-May-15 26-May-15 31-May-15 05-Jun-15 10-Jun-15 15-Jun-15 20-Jun-15

Cropscope Agchem Report. Stage 5: Sales EnablementCropscope Spring Insight. Stage 5: Sales Enablement


Provide high quality data

Provide insight through correlation analysis

Forecast and predict

Propose / Prescribe action

Near term

Future opportunity

Evolving our data propositions



Innovation framework case studyInnovation and integrated marketing: falling in love with the customer problem

Thank you

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© 2014 Reed Business Information Ltd Innovation framework case study Innovation and integrated marketing: falling in love with the customer problem David