AgWeb Brand Quality Study 2014

Transcription

1 2014

2 Methodology Three separate s sent to 132,045 recipients from the Farm Journal Media database Each pointed to a different two categories out of the six studied. Sent invitations on 4/22/2014 No incentive offered Repondents 1,910 responses in 5 days, 1.4% response rate

3 Brand Perception across 6 major categories Seeds Crop Protection Trucks Tractors Precision Agriculture ATVs/UTVs new in 2014 study

4 Customer Insight into Buyer Perception Brand Loyalty Customer Satisfaction Product Experience Communication

5 Who has the top brand in the area of seed? Result Change Pioneer 38.10% 38.00% 0.10% DeKalb 26.30% 29.00% -2.70% Other 17.90% 12.50% 5.40% Mycogen 4.00% 2.50% 1.50% Asgrow 3.60% 4.50% -0.90% Northrup King 2.90% 3.10% -0.20% Golden Harvest 2.70% 1.70% 1.00% Garst 1.80% 1.60% 0.20% Stine 1.10% 0.75% 0.35% AgriGold 1.10% 2.40% -1.30% Leading others: Beck s 2.5%, Channel 1.4%, Croplan 1.10% 440 responses SEED

6 Pioneer 38.1% consider Pioneer the top seed brand (440 respondents) 63.0% are Pioneer customers (154 respondents) 4.4 score on satisfaction index (87 customer respondents) 60% state that they believe Pioneer is as good as its competitors, 40% state that they believe Pioneer is better than its competitors How can the customer experience of Pioneer be improved? (87 responses) SEED

7 DeKalb 26.3% consider Dekalb the top seed brand (440 respondents) 76.3% are Dekalb customers (114 respondents) 4.4 score on satisfaction index (82 customer respondents) 60% state that they believe Dekalb is better than its competitors, 39% state that they believe Dekalb is as good as its competitors How can the customer experience of Dekalb be improved? (81 responses) SEED

8 Who has the top brand in the area of crop protection? Result Change Monsanto 45.50% 39.00% 6.50% Syngenta 13.00% 16.00% -3.00% Dow AgroSciences 10.20% 8.00% 2.20% Bayer 10.20% 10.00% 0.20% Other 6.20% 8% -1.80% DuPont 5.60% 8.00% -2.40% BASF 5.40% 7.00% -1.60% Helena 2.90% 3.00% -0.10% FMC 0.50% 0.50% 0.00% Valent 0.00% 0.50% -0.50% 351 responses CROP PROTECTION

9 Monsanto 45.5% consider Monsanto the top crop protection brand (351 respondents) 83.4% are Monsanto customers (157 respondents) 3.8 score on satisfaction index (126 customer respondents) 60% state that they believe Monsanto is as good as its competitors, 36% state that they believe Monsanto is better than its competitors. How can the customer experience of Monsanto be improved? (126 responses) CROP PROTECTION

10 Syngenta 13.0% consider Syngenta the top crop protection brand (351 respondents) 86.7% are Syngenta customers (45 respondents) 4.2 score on satisfaction index (38 customer respondents) 55% state that they believe Syngenta is as good as its competitors, 45% state that they believe Syngenta is better than its competitors. How can the customer experience of Syngenta be improved? (38 responses) CROP PROTECTION

11 Dow AgroSciences 10.2% consider Dow the top crop protection brand (351 respondents) 72.2% are Dow customers (36 respondents) 4.0 score on satisfaction index (26 customer respondents) 58% state that they believe Dow is as good as its competitors, 42% state that they believe Dow is better than its competitors. How can the customer experience of Dow be improved? (26 responses) CROP PROTECTION

12 Bayer 10.2% consider Bayer the top crop protection brand (351 respondents) 82.9% are Bayer customers (35 respondents) 4.0 score on satisfaction index (29 customer respondents) 59% state that they believe Bayer is as good as its competitors, 41% state that they believe Bayer is better than its competitors. How can the customer experience of Bayer be improved? (26 responses) CROP PROTECTION

13 Who has the top brand in the area of precision ag? Result Responses Percentage AgLeader % Trimble % Other % Raven % Outback % Topcon % Leica % Leading others: John Deere 7.4%, Precision Planting 0.7% 2013 comparable data unavailable 611 responses PRECISION AG

14 AgLeader 30.6% consider AgLeader the top precision ag brand (611 respondents) 54.8% are AgLeader customers (126 respondents) 4.1 score on satisfaction index (63 customer respondents) 98% state that they believe AgLeader is better than its competitors, 2% state that they believe AgLeader is better than its competitors. How can the customer experience of AgLeader be improved? (63 responses) PRECISION AG

15 Trimble 28.1% consider Trimble the top precision ag brand (611 respondents) 52.5% are Trimble customers (139 respondents) 4.1 score on satisfaction index (68 customer respondents) 100% state that they believe Trimble is better than its competitors. How can the customer experience of Trimble be improved? (68 responses) PRECISION AG

16 Raven 13.5% consider Raven the top precision ag brand (611 respondents) 55.6% are Raven customers (72 respondents) 4.0 score on satisfaction index (34 customer respondents) 100% state that they believe Raven is better than its competitors. How can the customer experience of Raven be improved? (34 responses) PRECISION AG

17 Who has the top brand in the area of tractors? 449 responses Result Change John Deere 65.40% 70.00% -4.60% Case IH 19.80% 19.00% 0.80% New Holland 4.00% 3.90% 0.10% Massey 1.50% Ferguson 1.00% 0.50% Kubota 1.50% 0.90% 0.60% AGCO 1.50% 1.50% 0.00% Challenger 1.50% 1.50% 0.00% other 1.50% 0.00% 1.50% Fendt 1.30% 0.50% 0.80% Versatile 1.30% 0.90% 0.40% McCormick 0.20% 0.00% 0.20% Mahindra 0.00% 0.00% 0.00% Bobcat 0.00% 0.00% 0.00% Kioti 0.00% 0.00% 0.00% Landini 0.00% 0.00% 0.00% TYM 0.00% 0.00% 0.00% Yanmar 0.00% 0.00% 0.00% TRACTORS

18 John Deere 65.4% consider John Deere the top tractor brand (449 respondents) 86.1% are John Deere customers (288 respondents) 4.3 score on satisfaction index (241 customer respondents) 99% state that they believe John Deere is better than its competitors, 1% state that they believe John Deere is worse than its competitors. How can the customer experience of John Deere be improved? (241 responses) TRACTORS

19 Case IH 19.8% consider Case IH the top tractor brand (449 respondents) 93.8% are Case IH customers (81 respondents) 4.4 score on satisfaction index (74 customer respondents) 100% state that they believe Case IH better than its competitors How can the customer experience of Case IH be improved? (74 responses) TRACTORS

20 Who has the top brand in the area of ATVs/UTVs? Result Responses Percentage Polaris % Honda % John Deere % Kubota % Yamaha % Kawasaki % Bombardier/Can Am % Arctic Cat % Other % Suzuki % KTM % 860 responses ATV/UTV

21 Polaris 35.0% consider Polaris the top ATV/UTV brand (860 respondents) 69.0% are Polaris customers (261 respondents) 4.3 score on satisfaction index (164 customer respondents) 97% state that they believe Polaris is better than its competitors, 3% state that they believe Polaris is worse than its competitors. How can the customer experience of Polaris be improved? (164 responses) ATV/UTV

22 Honda 23.3% consider Honda the top ATV/UTV brand (860 respondents) 86.7% are Honda customers (180 respondents) 4.5 score on satisfaction index (136 customer respondents) 100% state that they believe Honda is better than its competitors. How can the customer experience of Honda be improved? (136 responses) ATV/UTV

23 John Deere 14.6% consider John Deere the top ATV/UTV brand (860 respondents) 87.9% are John Deere customers (107 respondents) 4.5 score on satisfaction index (87 customer respondents) 97% state that they believe John Deere is better than its competitors, 3% state that they believe John Deere is worse than its competitors. How can the customer experience of John Deere be improved? (87 responses) ATV/UTV

24 Who has the top brand in the area of trucks? Result Change Ford 42.11% 43.00% -0.89% Chevy 29.87% 32.00% -2.13% RAM 16.50% 13.00% 3.50% GMC 8.96% 9.60% -0.64% Toyota 1.85% 2.00% -0.15% other 0.71% 0.50% 0.21% Nissan 0.00% 0.10% -0.10% Suzuki 0.00% 0.00% 0.00% Mazda 0.00% 0.00% 0.00% 703 responses TRUCKS

25 Ford 42.1% consider Ford the top truck brand (703 respondents) 87.8% are Ford customers (288 respondents) 4.5 score on satisfaction index (249 customer respondents) 99% state that they believe Ford is better than its competitors, 1% state that they believe Ford is worse than its competitors. How can the customer experience of Ford be improved? (249 responses) TRUCKS

26 Chevy 29.9% consider Chevy the top truck brand (703 respondents) 88.4% are Chevy customers (198 respondents) 4.4 score on satisfaction index (175 customer respondents) 97% state that they believe Chevy is better than its competitors, 3% state that they believe Chevy is worse than its competitors. How can the customer experience of Chevy be improved? (175 responses) TRUCKS

27 RAM 16.5% consider RAM the top truck brand (703 respondents) 86.2% are RAM customers (109 respondents) 4.3 score on satisfaction index (94 customer respondents) 97% state that they believe RAM is better than its competitors, 3% state that they believe RAM is worse than its competitors. How can the customer experience of RAM be improved? (94 responses) TRUCKS