Repositioning of a herbicide

Situation

A recently launched herbicide was not selling as well as expected and customers were complaining that the price was too high.

Analysis

An analysis of the structure of the market was carried out.

• Different market segments with different needs were identified based on crops grown and farm size.
• The performance profile of the product was compared to the need profiles of the different market segments.
• The analysis revealed that the product was being marketed primarily to large farms, but its performance profile better fit the needs of medium farms, small farms and a limited number of large farms growing a very specific set of crops.

Action

The target segments were changed and a very focused approach adopted. The product was repositioned – partly through a small price cut and partly through an increased duration of control achieved with the help of a mixing partner.

Results

After targeting the right market segments with the right positioning, the product rapidly gained market share. It is now one of the best selling products in the market.

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