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Agriculture and Food
Helping clients understand latest trends and upcoming opportunities in agri and farm business with our deep on ground research capabilities and sector knowledge
What we do
- What is the profile of the farmer (education, size of family, first / second / third generation farmer, education of kids, ownership of capital goods, type of farmer – own land or tractor driver, tractor ownership – no. & brand, land area owned, type of crops grown – cash or food crops, sources of income, annual income)?
- What does the farmer like to do in his leisure time (TV shows, news, documentaries) and vacations?
- What is the level of online activity (Usage and time spent on social media platforms and shopping)?
- Which agri-tech apps is the farmer using regularly and for what purpose? Which agri-tech app is the farmer aware of?
- How do farmers evaluate alternative options and select the product and service provider?
- What is the level of research undertaken before buying a product / service? What factors influence the farmers’ decision?
- How open is the customer to try new experiences?
- How strong is the brand proposition in the minds of farmers?
- Is the brand proposition consistent across regions and products / services?
- What is the level of unaided and aided recall?
- What are the top 3 words most associated with the brand?
- How likely are farmers to recommend / advocate the brand to others?
- Does the brand have a farmer pull or distributer / dealer push across products / services?
- Are farmers willing to pay higher fee / commission etc. for brands?
- Which brand of tractor / farm equipment / fertilizers is the farmer aware of?
- Is the overall opinion of the brands favorable or unfavorable?
- Which brand does the farmer prefer to purchase from?
- What word comes to the mind of the farmer when he thinks of the brand?
- How does the farmer rate the brand on following parameters: reliability, innovation, focus on customer requirements, customer service, pricing, sales process, product performance, and after sales support?
- How likely are farmers to recommend / advocate the brand to others?
- What is the size of the addressable market (TAM, SAM)? What are the key growth drivers and inhibitors?
- What are the different customer segments and how do requirements vary across these segments?
- Who are the key competitors and what are the attributes of their offerings? How are they fulfilling customer requirements? What are the key unaddressed pain points of customers across segments?
- How does the brand’s / player’s existing offerings compare to those of key competitors?
- What is the potential business upside / risk across customer segments?
- What does the competitive landscape look like in each product category?
- What are the differentiating features of the successful products / services from the competition (product offerings, TAT, service levels, sales capacity, pricing, etc.)?
- How do our existing offerings compare to those of the competition?
- In which customer segments are we strong vis-à-vis competition?
- Where does the brand win against competitors and where does it lag competitors?
- What is the potential value upside in the target market?
- What are the main touch points in farmer journey across different product categories?
- How does the farmer journey originate (digitally, own sales team, agent, organic, etc.)?
- How is the experience with the customer support across different players?
- What was the level of dependence on the sales agents across different touch points?
- What are the specific pain points and areas for improvement at different touch points?
- What is the level of satisfaction on different touch points during the journey?
- What are the main touch points in farmer journey across different product categories (farm equipment / fertilizers / crop nutrition, etc.? How is the user experience and ease of navigation?
- What is the degree of adoption of digital at different touch points?
- What are the KPC for adopting digital as compared to traditional options?
- Which products / categories do they prefer purchasing online and why?
- How does the digital journey differ from the traditional journey?
- What are the specific pain points and areas for improvement?
- What is the level of satisfaction on different touch points during the digital journey?
- What are the key purchase criteria and usage preferences of farmers?
- What different channels do farmers consider for discovery of farm equipment?
- How do farmers evaluate alternative options and select the player?
- What factors influence the customers’ choice of products and player?
- Where do farmers see value, e.g. quality of advice, convenience, after sales service, etc.?
- Which players are customers most satisfied with and why?
- How would they rate their experience with respective players?
- What are the specific pain points and areas for improvement?
- What would trigger them to shift to another player?
- What is the propensity to shift to a digital platform?
- What are the different revenue streams per farmer? What are the drivers of revenue?
- How much does it cost in time and money to service / acquire a farmer?
- What fixed and variable cost components are associated with servicing a farmer?
- What are the drivers of fixed and variable cost?
- What is the break-even scale and time taken to reach breakeven?
- How do the unit economics vary across farmer segments?
- Which players are farmers most satisfied with across product categories and why?
- How has their experience been with different offerings across different product categories?
- What are the reasons for preference of a particular player over others?
- How do farmers rate the sales and service experience?
- What are the improvement areas across product categories?
- What is the level of stickiness across product categories?
- What are the triggers that would make farmers shift to another player?
- What are the key elements to provide a comprehensive user experience?
- Are the campaign objectives and spend mix aligned with the overall business goals?
- Are the key messages of the campaign being received and understood by farmers?
- What is the reach / click-through rate of the campaign, and what is the cost per farmer reach-out?
- What is the cost per enquiry / lead / trial?
- What is the actual commercial value (new farmer acquisition, business volume, revenues, cost savings through channel migration, etc.) of the campaign?
- What is the actual ROI of the campaign?
- What are the key requirements of farmers and which of these is the product / service fulfilling? What are the unmet needs?
- What is the frequency of usage of usage? How frequently does the product need repair and maintenance?
- What is the comfort level of the farmer while using the product / service? What is the level of handholding / training / support required?
- What is the product and spare part replacement cycle?
- What is the level of satisfaction of farmers across product quality, duration of usage (life), spare part availability, after sales support, pricing?
- How do the above vary across brands / players?
- What key segments constitute this sector? How have they been growing over the past 5 years? What are the key growth drivers?
- What is the market size, overall and by segments and categories? How are the segments estimated to grow in the next 5 years? Why?
- What are the key players operating in each segment? How do they stack up against each other?
- What are the key products and services they are providing? What needs are they fulfilling?
- What are the headwinds and tailwinds in this sector?
- What are the key technological advancements this sector has seen? What are the emerging technologies?
- How has the investment activity been in this sector in the recent past? How will this continue / change in the near future? Which segments will attract investment and why?
Farmer personas
- What is the profile of the farmer (education, size of family, first / second / third generation farmer, education of kids, ownership of capital goods, type of farmer – own land or tractor driver, tractor ownership – no. & brand, land area owned, type of crops grown – cash or food crops, sources of income, annual income)?
- What does the farmer like to do in his leisure time (TV shows, news, documentaries) and vacations?
- What is the level of online activity (Usage and time spent on social media platforms and shopping)?
- Which agri-tech apps is the farmer using regularly and for what purpose? Which agri-tech app is the farmer aware of?
- How do farmers evaluate alternative options and select the product and service provider?
- What is the level of research undertaken before buying a product / service? What factors influence the farmers’ decision?
- How open is the customer to try new experiences?
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Why 1Lattice?
Tech Enabled
Quality of Insights
Reliability of Outcomes
