Is your distribution network working for you?

If you have ever played a team sport, you recognize quickly that some teams are better than others. In some cases, a team without any apparent star talent rises through the standings to become a contender for first place. How do they do it? You may notice that the team members are all talking to each other and discussing plays. When they are advancing on the goal, they shout encouragement and suggestions from the bench. Through hard effort, they often score. Now, apply this analogy to your team: the distribution network. Are your channel partners in the game? Are they working for you and your brands?

In the summer of 2019, Stratus completed a series of Brand Focus360 surveys with Canadian farmers.  One of the markets studied was canola fungicides, a market that has a relatively small number of effective products targeting important diseases.  The…

What are farmers looking for in a pre-emergent corn herbicide?

Product choice is a wonderful thing. It provides great opportunities to try something new; yet, it can be frustrating as you try to decide which product will work best for you. How do you make that purchase decision?

Now think about your customer as he tries to decide which crop protection product he should purchase for his crop.  What is going through his mind as he sifts through all the literature, gathers advice from his retailer, and…

What touchpoints have the greatest reach and effectiveness for crop protection products?

Touch, one of the five senses, is an important way of learning about a physical object. Now consider touch as a metaphor for communicating with your customers. Through a long list of contact points, a company can ‘touch’ a customer to share ideas, to provide information about the features and benefits of their product, or to simply ‘keep in touch’. The list is indeed long, but which company touchpoints have the greatest reach and effectiveness with their customers?

In the summer and fall of 2019, Stratus completed a series of Brand Focus360 surveys with Canadian farmers. One of the markets studied was Eastern Canadian soybean herbicides, a market influenced by end market use (crush vs. Identity Preserved) and…

Is the shine for soybeans in Western Canada starting to wear off? It looks that way in 2019.

The phenomenal growth of soybeans in Western Canada has halted. According to Stats Canada, acres grew from 0.4 million in 2009 to a high of 3.1 million in 2017. Now, for the second year in a row, western farmers are intending to cut back their soybeans; for 2019, it is projected to be 1.8 million acres (Stats Canada, Table 32-10-0359-01). What is contributing to this drop in acres?

During the winter of 2019, Stratus interviewed 299 soybean growers in Western Canada in order to get their views on soybean seed brands.  Their brand experiences coupled with known environmental conditions can shed some light on the further decrease in acres.…

Consistent performance and high yields are key to soybean seed brand decisions.

Stratus Ag Research recently released the 2019 Soybean Seed Focus360 report for Western Canada. This report is designed to enable Seed companies to understand brand experiences and the impact marketing efforts had on western Canadian soybean growers.

Along with containing the grower views of the major soybean seed brands in western Canada, the following items are a few key insights derived from the report: Soybean brands get considered and used when the retailer is involved through grower…

The Journey from Corn Seed Brand Awareness to Use in Eastern Canada

During the winter of 2019, Stratus interviewed 300 corn growers in eastern Canada to get their views on the corn seed brands they intend to purchase for 2019. Although brand positioning and effective channel interactions are important, the journey from brand awareness to actual use demonstrates the importance of being a brand that a grower considers.

Among the corn growers who responded to the survey, 60% of them were aware of the various corn seed brands.  For those respondents who were aware of each brand, 41% of them considered using the brand while 59% ignored the brand even…