Visions - Fall 2010 - 4
(continued)
pests and plant diseases in various crops such as flowers, rice, potatoes, and fruits and vegetables. Using SC products, Colombian farmers have found not just different alternatives to managing phytosanitary problems, but real solutions that improve productivity and quality of crops.” “In this market, SC products are well known due to their high quality, but cost can be a problem,” said Ibarra.“The challenge is to persuade farmers to use our products in a market where generic and cheap products arrive every day. We have to demonstrate that the cost/benefit ratio is more favorable by using SC products. We also have stiff competition presented by multinational companies that have a longstanding presence in Colombia and use aggressive campaigns.” To help with its own campaign, the SC Colombia team introduced marketing materials that employ the silhouetted image of a warrior with a Japanese association: the ninja. “The ‘ninja’ image is one we began using in November 2009 to coincide with the launch a new acaricide,” Ibarra explained. “Y see, SC Colombia has a very good reputation concerning ou its acaricides. Milbeknock®, Miteclean® and Borneo® were leaders among flower farmers to control mites. Last year, we got registration of Danisaraba™ to complete our group of four powerful
The images of a sword-brandishing warrior in mid-leap and the four-pointed ninja star leave a powerful impression. To his credit, the warrior and his weapons have given SC Columbia another powerful tool in its quest to battle the competition and deliver quality products.
weapons to fight against these terrible pests in flowers. We took advantage of our Danisaraba™ launch to refresh the image of the other three acaricides as well. Our agrochemical department members concluded that we should invoke the Japanese heritage by creating an image using powerful and novel Japanese weapons. Quickly, the idea to use a ninja figure came up since the ninja in Japan is a warrior famous for using nonconventional weapons, so our ninja is armed with powerful weapons composed of our four products.” “His signature ninja weapon is a four pointed ‘death star’,” Ibarra said, noting that the Japanese translation for the weapon is “shuriken”. “In our case, each point symbolizes one acaricide.” The images of a sword-brandishing warrior in mid-leap and the four-pointed ninja star leave a powerful impression.To his credit, the warrior and his weapons have given SC Columbia another powerful tool in its quest to battle the competition and deliver quality products.
For more information, please contact Franco Ibarra at franco.ibarra@sumitomocorp.com.
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Visions - Fall 2010
Table of Contents for the Digital Edition of Visions - Fall 2010
Contents
Visions - Fall 2010
SC Colombia Agrochemical Wages War on Mites, Ticks and the Competition
Not Just Seeing the Forest For the Trees
Building Strength By Pumping Iron
The Face of Cosmetics BusinessKeeps An Eye On The Future
The View From Washington: The Stimulus Plan—Impact on Business and the Economy
Visions - Fall 2010 - Visions - Fall 2010
Visions - Fall 2010 - 2
Visions - Fall 2010 - SC Colombia Agrochemical Wages War on Mites, Ticks and the Competition
Visions - Fall 2010 - 4
Visions - Fall 2010 - Not Just Seeing the Forest For the Trees
Visions - Fall 2010 - 6
Visions - Fall 2010 - Building Strength By Pumping Iron
Visions - Fall 2010 - 8
Visions - Fall 2010 - The Face of Cosmetics BusinessKeeps An Eye On The Future
Visions - Fall 2010 - 10
Visions - Fall 2010 - The View From Washington: The Stimulus Plan—Impact on Business and the Economy
Visions - Fall 2010 - 12
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