Global Value Proposition

GLOBAL VALUE PROPOSITION FOR THE ZORVEC™ ACTIVE FAMILY OF PRODUCTS

TARGET

CORE NEEDS

OFFERING NAME

FRAME OF REFERENCE

BENEFITS

POINT OF DIFFERENCE

SUPPORT

POSITION

Varies from region to region. Should be defined by crop, market segmentation, grower behavior, agricultural practices, acreage, etc.

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.

SUCCESS — defined differently by each region — see regional breakouts of the brand pyramid (Page 11) for details.

To maintain/improve their businesses and the lives of their families

Zorvec™ active family of products

fungicide

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

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