{"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\/pt\/agrochemicals\/for-adama-the-secret-is-simplicity\/","title":{"rendered":"Para Adama, o segredo \u00e9 a simplicidade"},"content":{"rendered":"<div id=\"attachment_52859\" style=\"width: 310px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-52859\" class=\"wp-image-52859 size-medium\" src=\"https:\/\/www.farmchemicalsinternational.com\/wp-content\/uploads\/2014\/09\/admin-ajax.php_1-300x294.jpg\" alt=\"\u201cA lot of people say brand is the biggest part of your balance sheet; it\u2019s the equity that you have. For us it will be a question of nurturing it with both the investors and the growers but also with the distributors. They will all judge us ultimately on our performance.\u201d \u2013Jean-Marc Dardier, global head of marketing, Adama\" width=\"300\" height=\"294\" srcset=\"https:\/\/www.agribusinessglobal.com\/wp-content\/uploads\/2014\/09\/admin-ajax.php_1-300x294.jpg 300w, https:\/\/www.agribusinessglobal.com\/wp-content\/uploads\/2014\/09\/admin-ajax.php_1-330x323.jpg 330w, https:\/\/www.agribusinessglobal.com\/wp-content\/uploads\/2014\/09\/admin-ajax.php_1-73x72.jpg 73w, https:\/\/www.agribusinessglobal.com\/wp-content\/uploads\/2014\/09\/admin-ajax.php_1-366x360.jpg 366w, https:\/\/www.agribusinessglobal.com\/wp-content\/uploads\/2014\/09\/admin-ajax.php_1-85x83.jpg 85w, https:\/\/www.agribusinessglobal.com\/wp-content\/uploads\/2014\/09\/admin-ajax.php_1-150x147.jpg 150w, https:\/\/www.agribusinessglobal.com\/wp-content\/uploads\/2014\/09\/admin-ajax.php_1.jpg 377w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><p id=\"caption-attachment-52859\" class=\"wp-caption-text\">\u201cMuitas pessoas dizem que a marca \u00e9 a maior parte do seu balan\u00e7o; \u00e9 o patrim\u00f4nio que voc\u00ea tem. Para n\u00f3s, ser\u00e1 uma quest\u00e3o de nutri-la tanto com os investidores e os produtores, mas tamb\u00e9m com os distribuidores. Eles todos nos julgar\u00e3o, em \u00faltima an\u00e1lise, pelo nosso desempenho.\u201d \u2013Jean-Marc Dardier, chefe global de marketing, Adama<\/p><\/div>\n<p>\u201cNossa hist\u00f3ria levou tr\u00eas anos para ser feita. Houve uma grande introspec\u00e7\u00e3o para descobrir quem \u00e9ramos\u201d, disse Jean-Marc Dardier, chefe global de marketing da Adama. \u201cAdama significa \u2018terra\u2019 em hebraico \u2013 que melhor im\u00f3vel para se ter?\u201d<\/p>\n<p>Em um bate-papo com <i>Produtos qu\u00edmicos agr\u00edcolas internacionais<\/i> no FCI Trade Summit \u2013 Americas em Las Vegas em 26 de agosto, Dardier explicou como a rec\u00e9m-renomeada empresa israelense de prote\u00e7\u00e3o de cultivos est\u00e1 trazendo simplicidade para a agricultura. Simplicidade \u00e9 a miss\u00e3o principal da Adama, e come\u00e7a com o reconhecimento dos pontos em comum entre seus clientes \u2013 como a tens\u00e3o regulat\u00f3ria que \u00e9 sentida no mundo todo \u2013 e encontrando maneiras de aliviar as press\u00f5es em suas vidas: encontrar m\u00e3o de obra de qualidade, gerenciar a resist\u00eancia de ervas daninhas e administrar fazendas maiores com menos pessoas s\u00e3o algumas das grandes. At\u00e9 agora, a resposta do cliente tem sido extremamente positiva. \u201cO que \u00e9 interessante \u00e9 que eles perceberam que t\u00ednhamos nosso ato em conjunto... Eles sentem que podemos ser um desafiante neste espa\u00e7o e n\u00f3s tamb\u00e9m acreditamos nisso, dados todos os atributos que temos e a diversidade do nosso portf\u00f3lio\u201d, disse Dardier.<\/p>\n<p>A estrutura de propriedade exclusiva da Adama pela ChemChina \u00e9 um diferencial e lhe d\u00e1 uma vantagem competitiva no mercado, disse a gerente de rela\u00e7\u00f5es p\u00fablicas globais da Adama, Anna Wood. Em outras palavras, ela tem acesso \u2014 um ativo inestim\u00e1vel, especialmente no clima atual. Quando (isto \u00e9, se) a escassez de mat\u00e9ria-prima deixar de ser um problema, a empresa ainda ser\u00e1 uma insider no que Dardier prev\u00ea que ser\u00e1 o maior mercado do mundo. \u201cDe uma perspectiva puramente comercial, a China \u00e9 um mercado de $5 bilh\u00f5es e dentro de 10 anos ter\u00e1 dobrado. Vai desafiar o Brasil e provavelmente super\u00e1-lo depois disso.\u201d A infraestrutura da China para ingredientes ativos j\u00e1 est\u00e1 em vigor, e a empresa est\u00e1 fazendo mais aquisi\u00e7\u00f5es e integrando outras, dando a ela uma pegada \u00fanica em ativos essenciais, incluindo paraquat, 2,4-D e glifosato.<\/p>\n<p>A Adama tamb\u00e9m planeja construir um novo centro de P&amp;D na China focado fortemente em formula\u00e7\u00f5es. \u00c0 medida que os problemas de resist\u00eancia se espalham, novas formula\u00e7\u00f5es se tornar\u00e3o ainda mais confi\u00e1veis em rela\u00e7\u00e3o \u00e0s descobertas cada vez menores de novos ingredientes ativos \u00fanicos. Um fator importante, Dardier destacou, \u00e9 o formid\u00e1vel conjunto de talentos da China do qual ela pode extrair.<\/p>\n<p>Al\u00e9m da marca, como a Adama planeja trazer simplicidade aos produtores e distribuidores? Um exemplo importante \u00e9 um nematicida chamado Nimitz, que \u00e9 seu primeiro grande lan\u00e7amento de produto. Todo o fornecimento foi feito pela empresa \u2014 sem aquisi\u00e7\u00f5es envolvidas, Dardier enfatizou. O produto anula a necessidade de fumiga\u00e7\u00e3o e a prote\u00e7\u00e3o pesada que ela implica. \u201cDe uma perspectiva de custo e seguran\u00e7a, este ser\u00e1 um grande passo \u00e0 frente em produtividade e efici\u00eancias. As limita\u00e7\u00f5es na pulveriza\u00e7\u00e3o e retorno ao campo s\u00e3o enormemente diminu\u00eddas\u201d, disse ele. \u201cEste \u00e9 realmente o nosso amadurecimento com o lan\u00e7amento de um produto global em v\u00e1rios mercados, provavelmente em v\u00e1rias culturas.\u201d O lan\u00e7amento nos EUA est\u00e1 chegando neste outono, e o Brasil seguir\u00e1 no ano que vem. Um lan\u00e7amento na Austr\u00e1lia tamb\u00e9m est\u00e1 em andamento.<\/p>\n<p>A empresa tamb\u00e9m est\u00e1 redesenhando sua embalagem, novamente com o tema da simplicidade em mente. Fazer as mudan\u00e7as n\u00e3o foi t\u00e3o simples. A Adama conduziu um estudo de mercado global com o objetivo de identificar e responder a mais de 100 diferentes &quot;pontos problem\u00e1ticos&quot; que os produtores vivenciam ao usar produtos agchem. Ele determinou que a codifica\u00e7\u00e3o por cores, f\u00e1cil descartabilidade, melhor empilhamento e r\u00f3tulos mais claros est\u00e3o entre as solu\u00e7\u00f5es para esses pontos problem\u00e1ticos. Alguns avan\u00e7os b\u00e1sicos foram lan\u00e7ados em julho e outros come\u00e7ar\u00e3o no ano que vem para a temporada de 2016, e a Adama quer eventualmente vincular seus produtos \u00e0 sua plataforma digital por meio de r\u00f3tulos inteligentes, disse Dardier.<\/p>\n<p>No futuro, explicou Dardier, a Adama continuar\u00e1 testando sua estrat\u00e9gia, lan\u00e7ando novos produtos e se destacando com a qualidade dos neg\u00f3cios que seus clientes t\u00eam desfrutado at\u00e9 agora \u2014 tudo isso ela espera que reforce a nova marca.<\/p>\n<p>\u201cMuitas pessoas dizem que a marca \u00e9 a maior parte do seu balan\u00e7o; \u00e9 o patrim\u00f4nio que voc\u00ea tem\u201d, ele disse. \u201cPara n\u00f3s, ser\u00e1 uma quest\u00e3o de nutri-la tanto com os investidores quanto com os produtores, mas tamb\u00e9m com os distribuidores. Eles todos nos julgar\u00e3o, em \u00faltima an\u00e1lise, pelo nosso desempenho.\u201d<\/p>","protected":false},"excerpt":{"rendered":"<p>Jean-Marc Dardier, diretor global de marketing da Adama, conversa com a FCI para falar sobre seu papel em facilitar a vida de produtores e distribuidores, sua posi\u00e7\u00e3o vantajosa no mercado chin\u00eas e o progresso em seu esfor\u00e7o de reformula\u00e7\u00e3o da 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":"<!-- This site is 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