Market research roundup.
DOANE MARKETING RESEARCH: Seed-based Solutions Gaining in Corn Market
Now that new tools have arrived for controlling soil-borne insects Insects
See also ants; bees; biology; butterflies; zoology.
a fear of itching or of the mites or ticks that cause it.
perception by means of the air, said to be a function of the antennae of insects. in corn, growers have a choice: stick with conventional insecticides insecticides, chemical, biological, or other agents used to destroy insect pests; the term commonly refers to chemical agents only. Chemical Insecticides
or move to seed treatments and corn rootworm root·worm
Any of several beetles of the genus Diabrotica, the larvae of which feed on the roots of various crop plants, especially corn. (CRW CRW Charles River Wheelmen (cyclists club)
CRW Canopy Relative Work (skydiving)
CRW Canon Raw Format (filename extension)
CRW Canard Rotor Wing
CRW Certified Resume Writer ) resistant seed.
Today, each method holds roughly equal acre shares of the market. However, the future of soil-borne insect control might lie with the seed.
Doane Marketing Research recently asked 450 growers, representing over one-half million corn acres, to discuss the advantages and disadvantages of each method. The study ranked attributes associated with the methods, investigated differences in insect control, and looked at reasons for switching or not switching from one to another.
Overall, growers felt that conventional insecticides had a slight edge in price and spectrum of control. However, their human and environmental safety were rated poorly. Seed treatments shared many attributes of conventional insecticides, but earned higher marks for handling safety.
CRW resistant seed currently had the smaller acreage in this study, but it is rapidly gaining in use. CRW resistant seed was generally rated higher than seed treatments and much higher than conventional insecticides on safety issues.
Growers indicated CRW resistant seed gave better, longer lasting control, was easy and convenient to use, and was safer to humans and the environment than the other two methods, especially conventional insecticides.
For full results of this study, please contact Cliff Schasch at 314/786-1674; cshasch@doanemr.
MARKET DIRECTIONS: Brand Performance Review
In agribusiness agribusiness
Agriculture operated by business; specifically, that part of a modern national economy devoted to the production, processing, and distribution of food and fibre products and byproducts. , as in many industries, corporate growth has come from acquiring companies, products and brands, as well as through launching new products. Today's highly competitive marketplace demands each brand must have a distinct role and clear differentiation.
Market Directions recently concluded a brand performance review for an agribusiness client that led to a significant change in its house of brands. Specifics examined included:
* Sales performance--overall revenue and margin contribution and historical sales by customer, by product
* Marketing mix performance--marketing spend and market presence
* Customer Loyalty
* Brand Equity
From this base of business and consumer insights, Market Directions facilitated work sessions with the company's brand teams oriented o·ri·ent
1. Orient The countries of Asia, especially of eastern Asia.
a. The luster characteristic of a pearl of high quality.
b. A pearl having exceptional luster.
3. toward consensus on what brands to keep and support, what each brand's positioning should be and what products need to be realigned.
For more information, contact Susan Spaulding at 816/448-3055; firstname.lastname@example.org.
AG MEDIA RESEARCH: New 2006 AMR (1) (Adaptive Multi-Rate) A variable rate speech codec selected by the 3GPP for the 3G evolution of the GSM cellphone system (WCDMA). Using the Algebraic CELP (ACELP) compression technology, AMR provides toll quality sound at transmission rates from 4.75 to 12. Farmer Radio Listening Ratings
The 2006 Ag Media Research (AMR) Farmer Radio Listening Ratings Study has now been released. A participant's version of the ratings software is also being made available, at no charge, to advertising agencies and other companies marketing products or services to farmers and ranchers.
This study was conducted in the spring of 2006 in 13 Corn Belt Corn Belt, major agricultural region of the U.S. Midwest where corn acreage once exceeded that of any other crop. It is now commonly called the Feed Grains and Livestock Belt. and in 16 other states in 2004. Approximately 11,000 farmers were interviewed by telephone in 2006 and 4,600 in 2004. The listening ratings from both years, covering 29 states, are included in the AMR software.
In addition to farmer listening ratings for radio stations, consolidated, or unduplicated, ratings are also provide for participating farm radio networks of stations.
On a Monday through Friday 5 a.m.-7 p.m. basis, marketers can determine Average Quarter Hour Rating, Average Quarter Hour Share and Cume Rating. Reports can be generated by the hour or for broader day parts including all day.
Using the free AMR software, marketers can analyze farmer and rancher radio listening in their own specific geography by grouping counties together, as long as there are at least 100 interviews in the area and commodity selected. States and regions can easily be analyzed an·a·lyze
tr.v. an·a·lyzed, an·a·lyz·ing, an·a·lyz·es
1. To examine methodically by separating into parts and studying their interrelations.
2. Chemistry To make a chemical analysis of.
3. as well.
Radio listening ratings can also be calculated by 13 different commodities produced.
For additional information or to request farmer radio listening ratings software, contact Ron Claussen 605/336-2054; agmedia@agmedia. com. A web version of the ratings software can be downloaded by visiting, www.agmedia.com.
MARKETING HORIZONS a division of MARKET PROBE
Marketing Mix Models
Discrete Choice In economics, discrete choice problems involve choices between two or more discrete alternatives, such as entering or not entering the labor market, or choosing between modes of transport. models have been widely used in agricultural marketing research applications. To date, Discrete Choice and more recently HB (hierarchical Bayes) models have been primarily used for pricing and product design. Often combined into a single study, these applications address two of the fundamental "four Ps" of marketing (Price, Product, but not Place, and Promotion).
As insightful as these models are, they have limited applications to the "real world" for several reasons. First, by definition, the trade-off exercises establish 100% brand and price awareness, and assume that all products are available to all potential customers.
As marketers we know that these assumptions are unrealistic. In addition, these models do not typically reflect the potential impact of promotional (advertising/positioning) efforts.
Working with several agri-business clients, Marketing Horizons has refined marketing mix models to allow brand managers to simulate simulate - simulation market reaction under various scenarios reflecting pricing strategies There are many ways in which the price of a product can be determined. The following are the foremost strategies that businesses are likely to use. Competition-based pricing
Setting the price based upon prices of the similar competitor products. , product mix/competitive set, product availability assumptions, expected brand/price awareness, and even the impact of alternative advertising/promotional campaigns.
By "controlling" through an interactive simulator (1) Software that enables the execution of an application written for a different computer environment. Same as emulator.
(2) Software that models the interactions of hypothetical or real-world objects or business processes. , more elements of the marketing mix, managers gain invaluable insight into the potential impact of marketing strategies on share and profitability measures.
For more information, contact Bob Jasper at 314/432-1957; email@example.com.
CALEDONIA SOLUTIONS: Taking A Peek Over the Horizon
One of the important functions of a market research supplier is to keep their clients ahead of the curve on industry developments. "Frequently clients find themselves so engrossed en·gross
tr.v. en·grossed, en·gross·ing, en·gross·es
1. To occupy exclusively; absorb: A great novel engrosses the reader. See Synonyms at monopolize.
2. in managing day to day that they lose sight of long-term movements in their markets" says Robert Hill Robert Hill is the name of:
business firm, firm, house - the members of a business organization that owns or operates one or more establishments; "he worked for a .
Caledonia recently completed a project involving a technology product for farmers that took them into the field for direct interface with growers. "You learn so much about the depth and speed of coming changes when you rub elbows with the customers," continues Hill. "You can get a gut gut (gut)
2. the primordial digestive tube, consisting of the fore-, mid-, and hindgut.
3. surgical g.
blind gut cecum. feel that there is something really important your clients need to be addressing more directly."
Caledonia spent time visiting with clients and other industry players, carefully thinking through their common needs with respect to the technology product. The outcome of this interface was a multi-client study to address the industry's needs. "Anyone can do a 'state of now' survey, but it takes special talent to peek over the horizon to see where new things are going," says Hill. The advice for agri-marketers: look for suppliers with that special knack for addressing emerging issues, products, and technology.
For more information, contact Robert Hill at 651/217-2164; firstname.lastname@example.org
BLACKSHEEP STRATEGY: It's Not Just About Research; It's About What You Do With It
How do you develop a brand strategy that can draw on your company's advantages, and differentiate your brand in a way that is highly relevant to your customers?
Without question, in-depth qualitative research Qualitative research
Traditional analysis of firm-specific prospects for future earnings. It may be based on data collected by the analysts, there is no formal quantitative framework used to generate projections. is called for. You need to understand decision-making processes Presented below is a list of topics on decision-making and decision-making processes:
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But don't stop there. You also need to consider practical realities, your company's capabilities, and what new products or processes you've got in the pipeline. In short, you need to bring internal wisdom into the equation.
That's why at Blacksheep, we integrate research into a strategic brand planning process, including a facilitated strategy development workshop with your people and your knowledge. We bring in our expertise and best practices to develop realistic, meaningful brand plans that will enhance your competitive position. The output is a plan that is rooted in customer understanding, and based on your company's strengths and capabilities.
Blacksheep is a strategic marketing consultancy focused on the creation of distinctive, powerful, differentiated brands.
For more information, contact Russell Jeffrey at 204/927-9306; email@example.com
KENNA GROUP: Transformational Research in Today's Agricultural Environment
The shrinking farm base, industry consolidation, product commoditization Commoditization
1. A situation when illiquid financial contracts are changed or modified in a way that promotes trading and results in a more liquid market.
2. Making a product into a commodity.
1. and global competition are all contributing to the need for agribusinesses to seek transformational insight to create a superior and differentiated experience for customers. In an environment where brand equity is diminishing di·min·ish
v. di·min·ished, di·min·ish·ing, di·min·ish·es
a. To make smaller or less or to cause to appear so.
b. , products are viewed at par, and competition is becoming increasingly price-driven; companies can no longer focus solely on traditional brand and product-based research. Successful agribusinesses today see the world through the eyes of their customers.
Transformational insights are derived from research protocols that bring organizations closer to their customers through a clearer understanding of customer needs and motivations. The idea is to better explain customer behavior and foresee fore·see
tr.v. fore·saw , fore·seen , fore·see·ing, fore·sees
To see or know beforehand: foresaw the rapid increase in unemployment. opportunities before the customer can even articulate them. Differential treatment strategies and unique value propositions are developed for those customer groups that differ significantly in needs and behavior. The result is breakthrough-marketing strategies that drive greater commitment and increased profitability.
In order to nurture NURTURE. The act of taking care of children and educating them: the right to the nurture of children generally belongs to the father till the child shall arrive at the age of fourteen years, and not longer. Till then, he is guardian by nurture. Co. Litt. 38 b. long-term customer relationships, marketers need to put their ear to the ground and listen to what customers are telling them. In addition to formal research, customer interaction channels like chat rooms, blogs, and special interest Web sites need to be developed and exploited with technology used to mine unstructured customer information.
Traditional product based approaches are no longer effective and new insights are required to transform organizations and bring customer focus. Business results and customer loyalty are driven by understanding, what truly delights customers and what factors can turn an ordinary experience into an extraordinary one.
For more information, contact Craig Evans Craig Neil Evans (born November 29, 1969 in Salisbury - now Harare) is a Zimbabwean cricketer.
He played in two Tests, against Sri Lanka and Australia, but is considered a specialist at the one-day game. at 204/982-3535; firstname.lastname@example.org
Editor's note Editor's Note (foaled in 1993 in Kentucky) is an American thoroughbred Stallion racehorse. He was sired by 1992 U.S. Champion 2 YO Colt Forty Niner, who in turn was a son of Champion sire Mr. Prospector and out of the mare, Beware Of The Cat.
Trained by D. : We invited leading ag market research firms to provide their insights on some projects they have been conducting. Following are the comments from those who chose to participate.