GLOBAL VALUE PROPOSITION FOR THE ZORVEC™ ACTIVE FAMILY OF PRODUCTS
TARGET
Varies from region to region. Should be defined by crop, market segmentation, grower behavior, agricultural practices, acreage, etc.
CORE NEEDS
To maintain/improve their businesses and the lives of their families
OFFERING NAME
Zorvec™ active family of products
FRAME OF REFERENCE
fungicide
BENEFITS
Emotional: stunning crop, beautiful harvest, pride, recognition, family prosperity Economic/Functional: yield, quality, productivity, marketability, crop health/vigor, less waste, more efficient, better time management, flexibility, favorable environmental profile
POINT OF DIFFERENCE
Brings an unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
SUPPORT
Local/regional data to support: 1. Length and consistency of control (attacks disease at every stage of development, rainfastness) 2. KPMs for individual crops (e.g., size, shape, color, yield, etc.) that highlight a good crop and/or success associated with a good harvest
POSITION
SUCCESS — defined differently by each region — see regional breakouts of the brand pyramid (Page 11) for details.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
Brand Strategy
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