Syngenta Seeds and the Agricultural MediaAnne Florenzano

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About Syngenta

Syngenta is a worldwide agriculture business based in Basel, Switzerland. It was formed in 2000 from two chemical companies.

NK Brand Seeds (formerly Northrup King) Agrochemicals

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About Syngenta

In 2004 Syngenta acquired Garst and Golden Harvest seed companies and became the third largest seed company in the North American region.

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The Research Problem

The acquisitions of the new seed companies required greater awareness of the three Syngenta seed brands.

All agricultural businesses rely heavily on the agricultural media to convey information to farmers and growers.

What does Syngenta know about the agricultural media’s attitudes?

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About Agricultural Media

The “agricultural media” is journalists that cover agriculture,who have specialized understanding in agriculture issues and practices, and report in print, broadcast (mostly radio) and online formats that go directly to farmers and other agri-business.

Radio Print Online

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Research Question

Has communication by Syngenta been successful in informing the agricultural media about the

Syngenta Seeds business?

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Methodology of Survey

26 question online survey using SurveyMonkey.com

427 local, regional and national agriculture journalists

– American Agricultural Editors Association

– National Association of Farm Broadcasters

– Representatives from radio, print and online

2 main sections

– Specific questions about Syngenta Seeds

– Questions about their Syngenta representative

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Response to Survey

39% response rate

– Hard-copy letter sent to each survey recipient informing them of the impending survey

– Received 2 personal e-mails citing the letter as the reason they didn’t delete survey

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Survey Results – Understanding the specifics

Below are names of some seed company brands. Please choose the brands you think are owned by Syngenta.

5.0%

87.6%

3.3%

5.8%

56.2%

57.9%

10.7%

15.7%

2.5%

0% 20% 40% 60% 80% 100%

Pioneer

NK Brand

Hubner

Heartland

Golden Harvest

Garst

Fontanell

DeKalb

Dairyland

Response Percent

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Survey Results – Understanding the specifics

Do you think of Syngenta as a chemical company, a seed company, or both?

Chemical company 15%

Seed company 11%

Both 74%

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Survey Results – Understanding the specifics

Syngenta owns its own biotechnology traits.

True 86%

False 14%

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Survey Results – Understanding the specifics

How would you rate the awareness of Syngenta

among your readers/listeners?

Somewhat Aware or Aware 94%

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Survey Results – Understanding the specifics

How would you rate the awareness of Syngenta

Among your readers/listeners?

Somewhat Aware or Aware 94%

Do you think Syngenta is as well known by your audience as other seed companies?

Less well known 53%

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Survey Results – About their Syngenta representative

On a scale of 1 to 5, how responsive to your business needs is your Syngenta contact compared to your other seed company representatives?

Equally as responsive 83%More responsive 12%

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Survey Results – About their Syngenta representative

On a scale of 1 to 5, how responsive to your business needs is your Syngenta contact compared to your other seed company representatives?

Equally as responsive 83%More responsive 12%

In the past, has your Syngenta contact provided you with relevant information when you needed it?

Yes 98%

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Survey Results – About their Syngenta representative

Would you like to receive Syngenta press releases more or less often than you currently receive?

Much less often 0%Less often 0%Same as now 74%More often 26%Much more often 0%

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Summary

Was Syngenta successful in informing the respondents…

Successful Not S.

-about its 3 Seed Brands: NK Brand

Garst

Golden Harvest

It is both a seed and chemical company

It owns its own biotechnology traits

With press releases: 26% want more

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Summary

The respondents’ felt Syngenta has… Successful Not S.

Good awareness of readers/listeners

Less awareness compared to others

Representatives that are responsive

Reps. that provide relevant information

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Answer to Research Question

Has communication by Syngenta been successful in informing the agricultural media about the

Syngenta Seeds business?

Yes, with a few exceptions.

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Recommendations for future communication

1. Advertising, marketing and public relations should continue to emphasize the 3 Syngenta brands.

2. Communications department should send out press releases of relevant Syngenta news and events on a regular basis to the agricultural media.

3. Internal communications should convey to Syngenta representatives

The high satisfaction rating from this survey The importance of keeping up the good work

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Questions Answered

Syngenta Seeds and the Agricultural Media