A Study On The Marketing Strategies Of BASF’s Pyraclostrobin In Chinese Mainland

Pesticide is a kind of agricultural production factor with low investment and high return rate.Selecting and promoting efficient,safe and economical pesticide products is an important task in agricultural production practice.BASF,as the world’s third largest pesticide producer,has the most core brand assets in its Agricultural Solutions Division,and its sales in Chinese mainland account for more than half of all fungicides.BASF has launched a variety of marketing programs around pyraclostrobin,making full use of a multi-product matrix,skim pricing,a diversified channel network and a combined online and offline brand promotion strategy.BASF took advantage of the pyraclostrobin patent and its advantages in API,manufacturing process and dosage form development after the patent expired to gain market leadership for a period of time.At the same time,it should be seen that BASF has room for improvement in many aspects of its marketing strategy for pyraclostrobin due to factors such as conglomerate management system.In this paper,based on 4Ps theory and STP theory,we will use case study method,interview method,comparative analysis method to analyze the current situation of BASF in marketing strategy of pyraclostrobin,see the investment and shortage of BASF in product line length and product portfolio width,and compare different pricing strategy gains and losses of pyraclostrobin in different periods after the market launch,different width and length of channel strategy on pyraclostrobin marketing.We also compare the advantages and disadvantages of the classic marketing methods of pesticide companies —— field meetings,farmers’ meetings and trial demonstrations.After an in-depth analysis of the current situation,BASF was given strategic suggestions based on the market situation and the 4Ps theory and STP theory,i.e.,to select the broadest mid-high and low-end markets for pyraclostrobin covering various crops and all regions of the country,to position the integrated solution of multi-drug and multi-protection in the scenario of solving the needs of multiple plant diseases and yield increase and resistance,to make full use of different product lines and product combinations,to adopt differentiated.The company’s strategy is to take full advantage of different product lines and portfolios,to adopt differentiated and competitive pricing,to optimize the channel hierarchy and enrich the channel network,to fully strengthen traditional promotion methods and combine with digital marketing programs,and to provide implementation guarantees in terms of people,products,supply and strategy.This paper takes BASF’s marketing strategy of pyraclostrobin in Chinese mainland as an example to analyze the characteristics of the internal and external environment of the pesticide market in large regions of China,and aims to provide ideas for enterprises to develop rich and effective marketing programs,so as to improve the marketing efficiency of pesticide manufacturers.