{"id":49975,"date":"2014-09-09T09:02:47","date_gmt":"2014-09-09T13:02:47","guid":{"rendered":"http:\/\/www.farmchemicalsinternational.com\/?p=49975"},"modified":"2019-09-25T06:30:34","modified_gmt":"2019-09-25T10:30:34","slug":"for-adama-the-secret-is-simplicity","status":"publish","type":"post","link":"https:\/\/www.agribusinessglobal.com\/es\/agrochemicals\/for-adama-the-secret-is-simplicity\/","title":{"rendered":"Para Adama, el secreto es la simplicidad"},"content":{"rendered":"
\"\u201cA

\u201cMucha gente dice que la marca es la mayor parte de su balance; es la equidad que tienes. Para nosotros ser\u00e1 cuesti\u00f3n de nutrirlo tanto con los inversores como con los productores pero tambi\u00e9n con los distribuidores. Todos nos juzgar\u00e1n en \u00faltima instancia por nuestro desempe\u00f1o ". \u2013Jean-Marc Dardier, director global de marketing, Adama<\/p><\/div>\n

\u201cNuestra historia se ha estado gestando durante tres a\u00f1os. Hubo una gran cantidad de introspecci\u00f3n para descubrir qui\u00e9nes \u00e9ramos \u201d, dijo Jean-Marc Dardier, director global de marketing de Adama. "Adama significa 'tierra' en hebreo, \u00bfqu\u00e9 mejor propiedad inmobiliaria para tener?"<\/p>\n

En una charla con Farm Chemicals International<\/i> En la Cumbre de Comercio de la FCI - Am\u00e9ricas en Las Vegas el 26 de agosto, Dardier explic\u00f3 c\u00f3mo la compa\u00f1\u00eda israel\u00ed de protecci\u00f3n de cultivos recientemente rebautizada est\u00e1 aportando simplicidad a la agricultura. La simplicidad es la misi\u00f3n principal de Adama, y comienza reconociendo los puntos en com\u00fan entre sus clientes, como la tensi\u00f3n regulatoria que se siente en todo el mundo, y encontrando formas de aliviar las presiones en sus vidas: encontrar mano de obra de calidad, manejar la resistencia a las malezas y administrar granjas m\u00e1s grandes. con menos gente son algunos de los grandes. Hasta ahora, la respuesta de los clientes ha sido abrumadoramente positiva. \u201cLo interesante es que percibieron que actuamos juntos\u2026 Sienten que podemos ser un retador en este espacio y nosotros tambi\u00e9n lo creemos, dados todos los atributos que tenemos y la diversidad de nuestra cartera\u201d, dijo Dardier.<\/p>\n

La estructura de propiedad \u00fanica de Adama por ChemChina es un diferenciador y le da una ventaja competitiva en el mercado, dijo Anna Wood, gerente de relaciones p\u00fablicas globales de Adama. En otras palabras, tiene acceso, un activo invaluable, particularmente en el clima actual. Cuando (es decir, si) la escasez de materias primas deje de ser un problema, la empresa seguir\u00e1 siendo un conocedor de lo que Dardier predice que ser\u00e1 el mercado m\u00e1s grande del mundo. \u201cDesde una perspectiva puramente comercial, China es un mercado de $5 mil millones y en 10 a\u00f1os se habr\u00e1 duplicado. Va a desafiar a Brasil y probablemente lo supere a partir de entonces ". La infraestructura de China para ingredientes activos ya est\u00e1 en su lugar, y la compa\u00f1\u00eda est\u00e1 realizando m\u00e1s adquisiciones e integrando otras, lo que le da una huella \u00fanica en los activos principales, incluidos el paraquat, el 2,4-D y el glifosato.<\/p>\n

Adama tambi\u00e9n planea construir un nuevo centro de I + D en China centrado principalmente en las formulaciones. A medida que se propaguen los problemas de resistencia, se depender\u00e1 a\u00fan m\u00e1s de las formulaciones novedosas que de los descubrimientos cada vez menores de nuevos ingredientes activos individuales. Un factor importante, se\u00f1al\u00f3 Dardier, es la formidable reserva de talentos de China a la que puede recurrir.<\/p>\n

M\u00e1s all\u00e1 del nombre de la marca, \u00bfc\u00f3mo planea Adama brindar simplicidad a los productores y distribuidores? Un buen ejemplo es un nematicida llamado Nimitz, que es el primer lanzamiento importante de un producto. Todo el abastecimiento fue realizado por la empresa, sin adquisiciones involucradas, enfatiz\u00f3 Dardier. El producto niega la necesidad de fumigaci\u00f3n y la gran protecci\u00f3n que conlleva. \u201cDesde una perspectiva de costos y seguridad, este ser\u00e1 un gran paso adelante en productividad y eficiencia. Las limitaciones para fumigar y regresar al campo se reducen enormemente \u201d, dijo. "Esta es realmente nuestra mayor\u00eda de edad con el lanzamiento de un producto global en m\u00faltiples mercados en probablemente m\u00faltiples cultivos". El lanzamiento en EE. UU. Llegar\u00e1 este oto\u00f1o, y Brasil lo seguir\u00e1 el pr\u00f3ximo a\u00f1o. Tambi\u00e9n se est\u00e1 trabajando en una implementaci\u00f3n en Australia.<\/p>\n

La compa\u00f1\u00eda tambi\u00e9n est\u00e1 redise\u00f1ando su empaque, nuevamente con el tema de la simplicidad en mente. Hacer los cambios no fue tan simple. Adama realiz\u00f3 un estudio de mercado global con el objetivo de identificar y responder a m\u00e1s de 100 diferentes "puntos d\u00e9biles" que experimentan los productores al utilizar productos agchem. Determin\u00f3 que la codificaci\u00f3n de colores, la facilidad de desecho, la mejor capacidad de apilamiento y las etiquetas m\u00e1s claras se encuentran entre las soluciones a esos puntos d\u00e9biles. Algunos avances b\u00e1sicos se implementaron en julio y otros comenzar\u00e1n el pr\u00f3ximo a\u00f1o para la temporada 2016, y Adama quiere eventualmente vincular sus productos con su plataforma digital a trav\u00e9s de etiquetas inteligentes, dijo Dardier.<\/p>\n

En el futuro, explic\u00f3 Dardier, Adama continuar\u00e1 probando su estrategia, lanzar\u00e1 nuevos productos y se har\u00e1 un nombre con la calidad de negocios que sus clientes han disfrutado hasta ahora, todo lo cual espera que refuerce la nueva marca.<\/p>\n

\u201cMucha gente dice que la marca es la mayor parte de su balance; es la equidad que tienes \u201d, dijo. \u201cPara nosotros ser\u00e1 una cuesti\u00f3n de nutrirlo tanto con los inversores como con los productores pero tambi\u00e9n con los distribuidores. Todos nos juzgar\u00e1n en \u00faltima instancia por nuestro desempe\u00f1o ".<\/p>","protected":false},"excerpt":{"rendered":"

Jean-Marc Dardier, director global de marketing de Adama, se sienta con FCI para hablar sobre su papel para facilitar la vida de los productores y distribuidores, su posici\u00f3n ventajosa en el mercado chino y el progreso en su esfuerzo de cambio de marca.<\/p>","protected":false},"author":72,"featured_media":52857,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4,26,28,18,19,20],"tags":[208,54,207],"class_list":["post-49975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agrochemicals","category-americas","category-asia","category-fungicides","category-herbicides","category-insecticides","tag-adama","tag-featured-home","tag-makhteshim-agan"],"yoast_head":"\nFor Adama, the Secret Is Simplicity - AgriBusiness Global<\/title>\n<meta name=\"description\" content=\"Adama's Jean-Marc Dardier, global head of marketing, sits down with FCI 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