• Agricultural Equipment
  • Road-Building and Construction Equipment
  • Building and Construction
  • Land Plots for Agricultural Production
  • Land Plots for Building and Construction
  • Building Materials
  • Water Wells and Production
  • Mineral Resources and Deposits
Alta Seeds: Entering Ukrainian Market

Alta Seeds: Entering Ukrainian Market

11/09/2015

According to the Agrarian Economy Institute, the market capacity of the major agricultural seeds in Ukraine reached $ 2 billion. Despite the economic recession, the analysts expect that the seed market will increase 30% by the end of 2020. The market volumes and the growth prospects attract majority of producers. Today, all key brands are represented in Ukraine, and the competition is really tough. Notwithstanding the economic downturn, some foreign manufacturers considered the crisis as an opportunity to enter the Ukrainian market.

While drafting its strategy of market entry or marketing communications plan, each company needs to develop the Marketing Mix (to identify the product line, price, local distribution, team, promotion), as well as make up Promotion Mix (to determine a set of the most efficient promotion tools).

Marketing and Promotional Mix will be in the pivot of the overall communications, focused at to provide potential customers with the information on the company and its products. The marketing communications plan should be aligned with the goals of the market plan and the sales plan. Taking into account the brand awareness, when entering the market, is minimal, the distribution channels are not mature yet, the sales team is not yet developed, the company's marketing costs will be higher than the average. Furthermore, the marketing cost should be consistent with the targeted sales volume.

When drafting Alta Seeds company marketing communications plan, we took into account all factors of the Marketing and Promotion Mix, results of analysis of communications channels’ efficiency, the experience of the field days accumulated in 2015, and the 2016 corporate objectives.