Marketing

Marketeers at Barenbrug develop and maintain brands that our grass seed users recognize for their quality and functionality

BARENBRUG is a leading world name in grass seeds

Our grass seed customers are professionals who deliberately choose brands that fit in with their business philosophy and business operation. This applies equally to brands on the world market and within local markets. We have a thorough knowledge of these worlds, which range from dairy farmers in the agricultural sector to the organization of the World Cup football championship in major stadiums in Europe and elsewhere, or the rapidly growing golf sector, in which Barenbrug develops grasses for top courses such as St Andrews or Pebble Beach. We repeatedly succeed in finding new and innovative ways of reaching our customers. This leads to growing market shares, customer satisfaction and profit.

Our marketeers are professionals who work with other professionals in various disciplines inside and outside the company. These include product developers and local and international product managers and sales managers, as well as market researchers and advertising agencies. Marketing is one of the most important professional fields within the company. Many of our top managers started their careers in the marketing of one of our product groups. In addition to 'on the job' training with experienced professionals in their own environment, new marketeers follow various marketing courses to help them learn the tricks of the trade quickly.

Brand development
The corporate label BARENBRUG and its identity are known throughout the world and form the backbone of our international marketing strategy. The Royal Barenbrug Group also has strong regional labels such as Agriseeds and Heritage Seeds and an extensive portfolio of product brands including AgriCote, RTF, Pebble Beach, Green Park, Renov' Green, GreenSpirit and Milkway. These are brands with a strong identity, which will enhance the profitability of the company, now and in the long-term.
Good brand development demands thorough knowledge of the market and effective market research. It is important to obtain a clear picture of what the requirements are. These requirements must then be converted in an innovative manner into new concepts, in collaboration with other disciplines such as R&D, packaging, design, PR and communication.
For our corporate label BARENBRUG, brand development is coordinated centrally from our head office in the Netherlands; the local brands are developed decentrally in one of the ten operational companies around the world. By means of consultation and exchange of ideas in international marketing committees, brand concepts are adapted appropriately for the other markets. In this way, we work on the international development of our brands.

Marketing communication
Promoting a brand is not just a question of a strong brand strategy. The brand must come to life. It must be found and found again by our customers and consumers. The brand must be activated.
This demands a communication plan that fits in perfectly with the world of our customers. Aspects of such a plan are innovative promotional campaigns and eye-catching introductions, strategic direct marketing, tactical pricing, sales campaigns and effective marketing support for our dealers. Intelligent media management is another requirement. In other words, efficient and effective communication with our dealers and end users is crucial.