Global Insights in Agriculture & Animal Health

The situation

Our client was introducing a new product. To maximize launch success and return on investment, they wanted to assess and test the acceptance of the new product and establish appropriate pricing.

Our approach

• More than 300 face-to-face interviews were conducted with growers
• Current application practices and preferences were studied
• The techniques included:
  
  
  • Price Sensitivity Meter (PSM) for price evaluation
  • CBR (consumer-brand relationship) for measuring strength of the brand in the market

Business outcomes for the client

• Our client gained a better understanding of the likely acceptance of the new product
• Our client was able to finalize their pricing strategies
• The brand relationship assessment helped our client identify the type of relationship brands have with customers so they could leverage the strengths of their brand in the new product launch