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Repositioning to defend Nordic market share



Bayer CropScience, a division of Bayer AG (BAYN), needed to defend market share in the Nordic countries in the face of increasing regulation and competition from generics. In the past a steady stream of new products secured market share, but the future pipeline was limited and approvals more difficult. A longer time between significant product launches meant something else needed to be done to strengthen their position. Furthermore, products were being marketed under separate brands, limiting cross sales and the transfer of value between strong products and the corporate brand.


We developed a new positioning strategy refocusing the Bayer CropScience brand on the overall benefit to farmers; certainty their crops were protected. Then, we developed a marketing strategy and plan that shifted resources from products and active ingredients to focus on seasonal crops, better aligning the company with its customers’ priorities. We implemented the strategy in a new communication platform, campaigns and dedicated crop teams (rather than product teams) that have succeeded in maintaining their position as the market leader.

Related services
Communication platform based on "certainty" your crops are protected
Accelerating a transition to the new identity system
Combining products into solutions, and strengthening the connection to the corporate brand
The new, crop-focused website