Efetividade do projeto de geração de demanda da cultivar de soja Brasmax Ataque I2X

Abstract

There is growing demand for food due to the increase in the world population, especially living in urban áreas, that places Brazil at the forefront as the breadbasket of the world in food production. The increase in competitiveness and the growing demand from farmers for the performance of soybean cultivars forces companies to be increasingly assertive in positioning and marketing actions in order to promote new cultivars. The goal of this case study was to evaluate the strategy and effectiveness of Sementes Oilema’s demand generation project in the 2022/23 season for the soybean cultivar 81IX82 RSF I2X (BRASMAX ATAQUE I2X). In the second season, the strategy of increase the farmers number who tested the soybean cultivar, proved to be assertive. The good field performance of the cultivar, led to high rates of purchases of the cultivar for the 2023/24 season, wheather in farmers who planted commercially or in testing fields of soybean cultivars in the previous season. This strategy combined with different marketing actions, such as field days, technical tour and show cultivar results led to na increase of mor than 640% in the sales volume of the cultivar between the second and third season, reaching more than 53,000 bags of the cultivar sold in the Western Region of the State of Bahia in the 2023/24 season. It was concluded that the purchase rate of soybean seeds of the 81IX82 RSF I2X (BRASMAX ATAQUE I2X) cultivar for the season 2023/24 by farmers who sowed at the cultivar test level and at the comercial level, indicates that the strategy was assertive and the positioning of the cultivar correct, with good performance in the field. The strategy of increasing the number of farmers who tested on their properties to cultivate in their second season was assertive. Good performance and adaptation to the region is essential to increase the Market share of the cultivar.