Marketing Strategy  

Market and competition analyses are the basis. Especially in situations with missing information, expert knowledge helps, e.g. with new biological products. The optimal positioning must take place in the local market. The role of industry and distribution varies according to country, industry and product area. Options such as in-house or external distribution, exclusivity or broad distribution are important questions for newcomers. This applies especially to new segments such as organic fertilizers. Communication with customers must be clear, timely, fast and authentic.  The customer benefit must be very understandable and comprehensible before all other elements.

Project Management  

The step from technology to product is crucial. Complexity can only be mastered by integrating all disciplines such as technology, marketing, sales and logistics. The project team is the key. Appointment, team building and coaching require careful consideration. The project plan must include duration, costs, milestones and transparency. The question is, of course, when is content sufficient to be able to act? The development of a business case must start early. Critical questions such as product price, costs and market shares must be defined as promptly as possible and tested for plausibility. And more often than not.

Product Launch

The exact technical description of the product should be based on biological facts, e.g. from field trials. The positioning of the solution from the customer's point of view is the key for the communication and the campaign. Biological performance is translated into measurable economic benefits. The development of the marketing plan prepares the campaign. The early involvement of all internal and external stakeholders before the launch is crucial, especially for new launches.