Background

Prirodnye Resursy (Natural Resources) is a manufacturer and distributor of organomineral and micronutrient fertilizers under the BLAGO brand, operating since 2012. When we began working with the company in August 2021, their primary client acquisition method was cold calling. That said, they had already built a solid base of major recurring clients across multiple regions. BLAGO fertilizers consistently delivered strong results in diverse geographies, and the company had been meticulously logging all performance data in their CRM over several years. The challenge was clear: how to most effectively communicate these results to the farming community and grow market share.

The brief

• Conduct a data-driven analysis and develop a marketing strategy, complete with a media plan
• Factor in key constraints: the client was only interested in promoting within their existing regions and targeting farms of 3,000+ hectares
• Move away from the practice of selling in trial volumes — a market-entry tactic that had run its course over 10 years and needed to be retired

What we did

We started with a comprehensive analysis of the product, the company, and its existing sales and marketing strategies. We examined both the internal and external environment: product portfolio, consumption patterns (covering all aspects of buyer behavior), the competitive landscape, and growth potential.

The analysis combined qualitative methods with quantitative frameworks (SWOT analysis, BCG Matrix for portfolio assessment, McKinsey GE Matrix for competitive positioning).

Our research included surveys and interviews with employees and leadership, deep dives into product specifications, and a thorough review of sales data. The analysis phase took three weeks — though the duration of this stage can vary depending on the breadth of the product portfolio and the complexity of production, sales, and marketing processes.

The second phase involved drawing conclusions from the analysis and developing the marketing strategy.

Upon completion, the client received actionable recommendations, a step-by-step roadmap to achieving their goals, and a comprehensive media plan (strategy and execution details across all recommended channels). The projectwascompletedinFebruary 2022.

Results

1. The client received an extensive body of data assessing the current state of the business. Even as a standalone deliverable, a consolidated view of how the company operates proved invaluable for leadership. A significant portion of the analysis drew on interviews with company specialists — making it a concentrated feedback loop that often led to powerful insights for decision-makers.
2. The conclusions enabled leadership to make informed decisions on product marketing direction and diversify their sales tactics.
3. The media plan developed during the engagement was adopted and executed with the involvement of the company’s entire field team. The BLAGO brand is active on VK and YouTube and continues to grow.