Page 1

INTRODUCTION

Edition 1

Welcome to the first edition of Team Rural, an internal

INTRODUCTION

1

2009 YEAR END SUMMARY

1

major developments managed by the Rural Product

TEAM NEWS

2

team based across Europe.

Q1, 2010 HIGHLIGHTS

2

newsletter specifically created to share highlights and

With minimal administration, the format is designed to provide bullet point information and facts on the key

Inside This Issue:

team, one of our aims moving forward is to optimise our good business models to help secure further growth

actions undertaken across our markets through this

in 2010. In doing this, we continually consider new

sector of our business. Future editions will be issued

and innovative ways to help achieve these aims in

shortly after the end of each quarter end during the year.

At this stage the intention is to provide highlights and to enhance awareness of the rural sector for managers within our parts team and for onward briefing as you feel appropriate – if you wish to add any personnel to the circulation please let me know.

conjunction with developing our resource opportunities.

TEAM NEWS The Rural Product team are based across Europe, predominantly responsible for the development of rural business in their local markets. Managing the sector for the UK/Ireland and Spain is Sue Turner,

David Howe Manager, Rural Product Marketing

2009 YEAR END SUMMARY In a year when our total business had been impacted severely by tough market conditions, it was one of the good news stories for AGCO that the rural sector business grew again. With a turnover of $125m, 2009 was another record year (+$1.6m growth over 2008) Most of our established DMO markets reported good growth during the year – complimented by growth in new developing markets like Turkey and other export markets. With a broad spectrum of experience in the

based

in

Stoneleigh.

Gerard

Gauzin

is

responsible for France – based in Beauvais. With his

team of Laurent Chavanneau, Simon Roy and Florent Roy (Regional Rural Managers) and Bénédicte Gosset (Rural

Product

Administrator),

they

manage

the

business in our largest market. Responsibility for the development of our business in Scandinavia sits with Annette Haugaard based in Copenhagen (Denmark, Sweden and Italy)

Siw Holter

based in Oslo (Norway), and Petteri Vaisanen (Finland) based in Suolahti. This team report into David Howe, Manager Rural Product Marketing, based at Stoneleigh. In Germany currently we are in the process of recruiting for a vacancy for a Rural Product Manager. This position reports into Franz Prestel in Marktoberdorf. Key activity from Germany will be included in Team Rural moving forward. Any team updates will also be included in future editions.

ABBEY PARK | STONELEIGH KENILWORTH, COVENTRY CV8 2TQ


TEAM RURAL

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Q1 2010 ACTIVITY

FRANCE : 24-25th February – Palais de Congres Beaune

HIGHLIGHTS During Q1 two major Aftermarket events were installed in two of our key markets, FRANCE & NORWAY.

NORWAY : Scandic Hotel Hamar, Norway 9 - 10th February

Event manager – Siw Holter, Rural Product Manager, Norway

The majority of dealer network were represented at this yearly event with 55 dealer staff in attendance. In addition to our AGCO Parts stand, 20 supplier stands were supported by 40 third party supplier personnel all pushing and promoting our product offer to dealers. It’s a good chance to show new product lines and to help develop our rural business under one roof.

Event manager – Gerard Gauzin, pictured above – Rural Product Manager, France, with excellent support from his rural product marketing team and the local sales team This type of event in France is normally held every two years. For the 2010 Forum held in Beaune, over 500 representatives from our Massey Ferguson, Fendt and Valtra dealer network attended. Our preferred supplier base in France was strongly represented on the 48 supplier stands in the arena all working hard to optimise business moving forward. In addition to the supplier forum, there were business briefings to the specific franchise dealer groups by Xavier Laffargue,

A carefully time managed event with dealers allocated fixed discussion slots with suppliers – a tried and tested

process that again proved a real success. This really positive event aims to build on its success throughout the year – this one being topped off with a nice dinner and entertainment for the attendees.

Manager Parts Sales France. To encourage dealers to visit all the stands and place orders, the team organised a Casino style awards evening – points collected during visits to the stands, were converted to ‘chips’ to play the pre-dinner Casino.

After the evening meal, winners could bid with their chips for star prizes.

ABBEY PARK | STONELEIGH KENILWORTH, COVENTRY CV8 2TQ


TEAM RURAL

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AGCO Shop Mailer – UK and IRELAND

Project Manager – Sue Turner. Rural Product Manager, UK/Ireland and Spain Following the success of a pilot programme whereby an

Retail Strategy NORWAY

Project Manager – Siw Holter, Rural Product Manager, Norway In Norway, AGCO operate through a chain of

AGCO Shop Rural brochure was inserted within Classic

dealers under the EIK banner. As part of the

UKs main Agricultural magazine, Farmers Weekly. Over

new retail strategies have been implemented.

Tractor ( 60k), a new version had been inserted in the

enhancements to the store design and retailing,

100k copies went into a February edition proving very

These include new product signage,branding and

successful – similar promotion formats are planned for

new marketing/web site concepts. ‘Product of the

later in the year. In effect, this now means our offers are not only promoted through our dealer network but

also through the magazines retail sellers including Asda and Tescos !

Month’ is a recent introduction. You can see some elements on the Retail Shop link within the EIK website at ….

http://www.eiksenteret.com/eik/butikker

A website will go live in April to support the promotions and make it easy for end users to locate their nearest stockist.

ABBEY PARK | STONELEIGH KENILWORTH, COVENTRY CV8 2TQ


TEAM RURAL

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Retail Shop Concept Denmark

Project Manager – Annette Haugaard, Rural Product Manager, Denmark, Sweden, Italy In Denmark, the AGCO Shoppen Retail Concept was introduced some time ago. It aims to promote our offer

under an umbrella franchise and also to help optimise marketing activities.

Working closely with a dealer

product council to ensure the programmes developed have the best opportunity to succeed. With changes to AGCO branding over the years, a lot of

time is being invested in reviewing and evolving this concept to help move us forward. Through meetings and

visits

with

key

dealers

and

suppliers

the

implementation of an updated concept is now planned during 2010.

More details in future editions of

Team Rural

‘ New AGCO Shoppen direct mail being issued in April ‘

Turkish Delight

Project Manager David Howe. Manager Rural Product Marketing, EAME Over 400,000 Massey Ferguson tractors operate in Turkey and with this comes real sales opportunity from Massey Ferguson Lubricants.

Taking this into account, towards the end of last year, we introduced a completely new lubricants programme into our new dealer network in Turkey.

With strong

Massey Ferguson branded packaging, that looks to take advantage

of

the

large

tractor

parc,

the

sales

expectation for 2010 is in excess of $500k. Our latest

promotional activity during March has sold 3010 x 16kg tins which will bring an invoiced value of approx $150k which is good progress towards our targets there. Furthermore,

the

programme

has

also

been

supplemented now by Anti Freeze, yes it also gets

cold in Turkey!

ABBEY PARK | STONELEIGH KENILWORTH, COVENTRY CV8 2TQ

Team Rural Newsletter  

An internal Newsletter specifically created to share highlights and major developments managed by the Rural Product team based across Europe...

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