Mosaic Race to Daytona Sales Program Case Study

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The Mosaic Company

Race to Daytona

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Background: The Mosaic Company’s business is to improve crop yields and livestock nutrition. They do this by mining, manufacturing, marketing, and distributing fertilizer around the world. As part of their product offering they feature specialty products — K-Mag and MicroEssentials. Both of these brands recently underwent a rebranding effort which was promoted to their dealer network.

Challenge: Grow sales volumes of MicroEssentials and K-Mag premium fertilizer brands while leveraging the new brand identities.

Solution: IQ developed a sales incentive program for Mosaic’s dealer audience that generated a high level of excitement and increased communication in the sales channel.

Results: 54 dealers qualified for the Daytona 500 event.

Sales Goals:

MicroEssentials

  • Retention – Meet 50%-70% of total phosphate needs and at least the same volume as last year with a minimum of 3,500 tons
  • Growth – Achieve an increase of 2,000 tons over the prior year’s volumes
  • Bin Switch – Switch minimum 500 ton bin to MES

K-Mag

  • Regain volumes from two years ago
  • Retention — Purchase 100% of K-Mag from Mosaic and the same volume of average from the last two years with a minimum 4,000 tons
  • Growth — Increase of 2,000 tons over the last two year’s volumes