Agrinos is a green technology company committed to improving the productivity and sustainability of modern agriculture.
What we did to help
Agrinos develops a brand its employees can believe in
Agrinos SA turned to Prospero for assistance with company positioning and marketing during the transition to its full-scale commercial launch of “green” technologies. The objective was to define a shared brand identity that could unify employees across all regions, ensuring an appropriate balance between global consistency and local relevancy.
Among other support, we worked with senior management to develop and execute a series to workshops and focus groups to engage Agrinos personnel in exploring and defining their shared meaning of the brand. This consultative process helped to identify and resolve potential implementation problems before they could create bottlenecks, resistance or other costly issues down the line. We also helped Agrinos better understand the market dynamics and other factors affecting their market postiioning in different countries and crop segments while they were developing their marketing strategy.
As a result, Agrinos personnel articulated the company brand in a way that made sense to personnel from the field up to the board room and distinguished Agrinos from its competitors. This provided a solid framework for developing its product management system and ensuring a consistent brand experience for customers around the globe, while allowing for localization and sensitivity to the heritage of technologies/products that were acquired during the creation of Agrinos. This positioned Agrinos for a strong start: as reported on its website, operating revenue increased from USD 3.7 mn in 2010 to USD 24.1 mn in 2011, and Agrinos made an operating profit in its second full year of operation.