Project background:

Pesticide is not only an important means to ensure agricultural production and food security, but also an important part of China's chemical industry. In recent years, with the country's attention and support to agriculture, the pesticide industry has maintained a stable development trend, but it is also facing challenges such as stricter environmental protection policies, fierce market competition, and lack of technological innovation. In order to better understand the current situation and future trends of the pesticide market, grasp the needs and preferences of pesticide consumers, and find the development opportunities and competitive advantages of the pesticide industry, a pesticide manufacturer commissioned Shangpu Consulting to conduct a pesticide market research project.

Customer pain points:

The pesticide manufacturer mainly produces herbicides, insecticides and fungicides and other pesticide technical drugs and preparations, and the products are mainly sold to the domestic market. The company is a small and medium-sized enterprise in the pesticide industry, lacking brand awareness and market influence, single product structure, backward technology, high production costs, low profit margins, and continuous erosion of market share. The company hopes to understand its own positioning and competitiveness in the pesticide market through market research, find out its own advantages and disadvantages, formulate reasonable market strategies, improve product quality and service levels, expand market channels, increase market share, and improve profitability.

Project purpose:

The main aims of the project are:

Investigate the scale, structure, characteristics, trends and influencing factors of the pesticide market, and assess the development potential and risks of the pesticide market;

To understand the characteristics, behavior, needs, preferences and satisfaction of pesticide consumers, and to reveal the purchase motivation and decision-making process of pesticide consumers;

Evaluate the effectiveness of the pesticide manufacturer's marketing mix of products, prices, channels, promotions and services, and identify the core competencies and differentiation advantages of the company;

Compare and investigate the market performance, competitive strategies and competitive advantages of the pesticide manufacturer and its main competitors, and determine the competitive position and competitiveness of the enterprise in the pesticide market;

Put forward the market strategy suggestions for the pesticide manufacturer, including product innovation, brand building, channel expansion, promotional activities, service improvement, etc., to help the company achieve market goals and performance growth.

Research object:

The research object of the project mainly includes the following two categories:

Pesticide consumers: refer to farmers, farmers, agricultural cooperatives, agricultural professional cooperatives, etc. who use pesticides in agricultural production, as well as users in public health, industrial mildew prevention, medicine and medical treatment, coatings, leather and other industries who use pesticides in non-agricultural fields. The project uses a stratified random sample of pesticide consumers across the country.1000valid samples, conducted questionnaires and in-depth interviews.

Pesticide distributor: refers to commercial organizations engaged in the wholesale, retail, agency, distribution and other business of pesticides, including agricultural stores, agricultural supermarkets, agricultural chain, agricultural e-commerce, etc. The project uses a simple random sampling method from pesticide dealers across the country.500valid samples, conducted questionnaires and in-depth interviews.

Project Content:

The main contents of the project include the following aspects:

Pesticide market research: Investigate the scale, structure, characteristics, trends and influencing factors of the global and Chinese pesticide market, and assess the development potential and risks of the pesticide market. According to the type, use, function, form and other dimensions of pesticides, the pesticide market is subdivided, and the demand, supply, price and competition pattern of each market segment are investigated. According to the life cycle, technical level, innovation degree, environmental performance and other dimensions of pesticides, the pesticide market is graded, and the characteristics, demand dynamics and development direction of each level of the market are investigated. According to the geographical distribution of pesticides, consumption habits, consumption level, consumption preferences and other dimensions, the pesticide market is regionalized, and the differences, demand characteristics and development potential of each regional market are investigated.

Pesticide consumer survey: to understand the characteristics, behavior, needs, preferences and satisfaction of pesticide consumers, and to reveal the purchase motivation and decision-making process of pesticide consumers. According to the gender, age, education, income, occupation, region and other dimensions of pesticide consumers, pesticide consumers were divided into groups, and the number, proportion and characteristics of each group were investigated. According to the purchase frequency, purchase quantity, purchase channel, purchase time, purchase mode and other dimensions of pesticide consumers, the pesticide consumers were classified, and the behavior patterns, behavior influencing factors, behavior change trends and so on were investigated. According to the pesticide consumer's pesticide use purpose, pesticide use effect, pesticide use satisfaction, pesticide use loyalty and other dimensions, the pesticide consumer is graded, and the demand characteristics, demand dynamics, demand trends and so on at all levels are investigated. According to the pesticide consumer's pesticide brand awareness, pesticide brand preference, pesticide brand choice, pesticide brand evaluation and other dimensions, the pesticide consumer is stratified, and the preference characteristics, preference influence factors, preference transfer trend and so on are investigated at all levels.

Investigation of pesticide production enterprises: evaluate the effect of the marketing mix of products, prices, channels, promotions and services of the pesticide production enterprise, and identify the core competitiveness and differentiation advantages of the enterprise. According to the product category, product quality, product innovation, product environmental protection and other dimensions of the pesticide production enterprise, the product of the enterprise is investigated, and the product advantages and disadvantages of the enterprise are investigated.

According to the product price, product cost performance, product pricing strategy, product price elasticity and other dimensions of the pesticide manufacturer, the price of the enterprise is investigated, the price advantages and disadvantages of the enterprise, and the impact of price on market demand and competitiveness;

According to the channel type, channel coverage, channel management, channel cooperation and other dimensions of the pesticide production enterprise, the enterprise's channel research, research the enterprise's channel advantages and disadvantages, as well as the channel's impact on market development and customer relations;

According to the pesticide production enterprise's promotion mode, promotion frequency, promotion effect, promotion innovation and other dimensions, the enterprise's promotion research, research the enterprise's promotion advantages and disadvantages, as well as the impact of promotion on market sales and brand image;

According to the service content, service quality, service feedback, service improvement and other dimensions of the pesticide production enterprise, the service of the enterprise is investigated, the service advantages and disadvantages of the enterprise are investigated, and the impact of the service on market satisfaction and loyalty is investigated.

Pesticide competitor research: comparative research on the market performance, competitive strategy and competitive advantage of the pesticide manufacturer and its main competitors to determine the competitive position and competitiveness of the company in the pesticide market. According to the competition pattern of the pesticide market, the main competitors of the pesticide production enterprise are determined, including large pesticide enterprises, small and medium-sized pesticide enterprises and emerging pesticide enterprises at home and abroad. Based on the competitor's marketing mix of products, prices, channels, promotions and services, compare and investigate the competitor's market strategy, market share, market growth, market profit and other indicators to assess the competitor's market strengths and weaknesses, as well as the competitor's threats and opportunities to the pesticide manufacturer.

Market strategy proposal: According to the results of pesticide market research, pesticide consumer research, pesticide production enterprise research and pesticide competitor research, the market strategy proposal for the pesticide production enterprise is put forward, including the following aspects:

Product innovation: The pesticide manufacturer should increase investment in product research and development, and develop more efficient, safer and more environmentally friendly pesticide products to meet the diversified and personalized needs of pesticide consumers and enhance the market competitiveness of products And added value. According to the development trend of the pesticide market, the enterprise should focus on the development of biological pesticides, microbial pesticides, botanical pesticides and other new pesticides, in order to seize the high-end and emerging market segments of the pesticide market and increase the differentiation advantages of products.

Brand building: the pesticide manufacturer should strengthen the construction and promotion of the brand, enhance the popularity and reputation of the brand, establish the professionalism and authority of the brand, and enhance the loyalty and influence of the brand. The enterprise should determine the positioning and image of the brand according to the preference characteristics of pesticide consumers, highlight the core value and characteristics of the brand, and create the personality and style of the brand. The company should use various media and platforms to promote and promote the brand, increase the brand's exposure and recognition, and shape the brand's reputation and reputation.

Channel expansion: The pesticide manufacturer should optimize and expand the layout and structure of the channel, improve the coverage and efficiency of the channel, increase the stability and cooperation of the channel, and expand the scale and scope of the channel. The enterprise should, according to the regionalized characteristics of the pesticide market, select the appropriate channel type and mode, establish and maintain a good relationship with the channel, provide and support the training and service of the channel, and motivate and reward the performance and contribution of the channel. The enterprise should use the Internet and e-commerce to develop and operate online channels, form complementarity and synergy with offline channels, and realize the diversification and comprehensiveness of channels.

Promotional activities: The pesticide manufacturer should formulate and implement effective promotional activities, increase the frequency and intensity of promotions, increase the effectiveness and innovation of promotions, and expand the impact and scope of promotions. The enterprise shall, in accordance with the seasonal and cyclical characteristics of the pesticide market, select appropriate ways and means of promotion, formulate and implement plans and budgets for promotion, monitor and evaluate the process and results of promotion, and adjust and improve the strategies and methods of promotion. The enterprise should make use of various activities and occasions to publicize and promote promotions, increase the attractiveness and participation of promotions, and enhance the brand effect and market effect of promotions.

Service improvement: The pesticide manufacturer should improve and improve the content and quality of the service, improve the level and speed of the service, increase the feedback and improvement of the service, and expand the scope and depth of the service. The enterprise shall, according to the needs and satisfaction of pesticide consumers, determine the standards and processes of services, provide and guarantee the quality and efficiency of services, collect and investigate the opinions and suggestions of services, and take and implement the improvement and optimization of services. The company should use various channels and tools to communicate and exchange services, increase service interaction and attention, and enhance service trust and loyalty.

Project Value:

The main value of the project is reflected in the following aspects:

It provides comprehensive, in-depth and accurate pesticide market information and data for the pesticide production enterprise, helps the enterprise understand the current situation and future trend of the pesticide market, grasps the development opportunities and risks of the pesticide market, and provides strong support and basis for the enterprise's market decision-making;

It provides detailed, systematic and objective pesticide consumer research for the pesticide manufacturer, helps the company understand the characteristics, behaviors, needs, preferences and satisfaction of pesticide consumers, reveals the purchase motivation and decision-making process of pesticide consumers, and provides effective guidance and reference for the company's marketing;

It provides practical, evaluation and professional pesticide production enterprise research for the pesticide production enterprise, helps the enterprise to evaluate the effect of its own marketing mix of products, prices, channels, promotions and services, and identifies its own core competitiveness and differentiation advantages, which provides a strong basis and suggestions for the market optimization of the enterprise;

It provides a comparative, research and strategy survey of pesticide competitors for the pesticide production enterprise, helps the enterprise to compare and investigate its market performance, competitive strategy and competitive advantage with its main competitors, determines its competitive position and competitiveness in the pesticide market, and provides an effective reference and direction for the enterprise's market competition;

It provides targeted, feasible and innovative market strategy suggestions for the pesticide manufacturer, and helps the company to formulate and implement market strategies that are in line with the pesticide market and pesticide consumers, including product innovation, brand building, channel expansion, promotional activities, Service improvement and other aspects provide effective support and guarantee for the company's market goals and performance growth.