Digital Strategy
Determining a strategy for a global leader of irrigation technology meant having meaningful conversations with dealers and farmers.
Netafim are a pioneer and brand leader within the automated irrigation category. They revolutionised the irrigation category in the 60’s and have become synonymous with technical advancement ever since.
In recent years, with the rapid progress of low cost technology, Netafim have seen the market dynamics change. Low price, me too players have entered the category and have threatened the market share. The big question for the company emerged – what should Netafim do to compete?
Clicked researchers carried out stretegic research within 7 countries, using semi-structured telephone interviewing with business customers and end users. 238 interviews averaging 30 minutes each in 7 different langages resulted in over 7,000 minutes of conversation.
The analysis highlighted how businesses and end users expect real prices of automated irrigation to fall in future. To command a price premium and protect the brand positioning, Netafim needed to offer new innovations to differentiate itself.
Additionally, communications needed to improve. Suprisingly we found that small farmers across the world are communciating via free messaging apps such as ‘WhatsApp’ – and the expectations were that as a pioneer, Netafim would use these channels to reach them too.