Syngenta AG is a SPOC between food-starved places on the planet Earth and those that cultivate Agro-products. In a view to expand their database for smallholders in Kenya, Syngenta has been making use of judicious marketing (and communications tool) like SMSs. With SMS Magic, deeply integrated with Salesforce, it become excessively easy for Syngenta to track and curate their database for smallholders. Also, SMSs proved an instant source of connecting with the agro-producers at an absolutely personal level, without any interruption.

1. Syngenta Kenya
An effective and efficient way to reach Kenya’s smallholders

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About Syngenta - http://www.syngenta.com
Syngenta being a major global
agricultural inputs R&D company,
has in recent years increased its
attention towards smallholder
markets, recognising the key role
these play in ensuring future food
security.
Syngenta is one of the world’s leading companies dedicated to bringing plant potential
to life. Through world-class science, global reach and commitment to its customers, it
increases crop productivity, protects the environment and improves health and quality of
life with some 28,000 employees in 90 countries.
Several public commitments have been made towards this end – for example
G8 announcing an investment of up to $500m in Africa over the decade 2012-
22, and Syngenta’s Good Growth Plan committing the company to reaching 20
million smallholders by 2020, while empowering them to increase productivity by
50%.
Smallholders at the heart of what we do

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How to reach smallholders?
 How to run a campaign efficiently and reach in low costs to serve a fragmented and large number
of smallholder growers? Of course, with the one thing in common, the mobile phone!
The challenge
 Implement a bi-directional communication based on SMS, highly & seamlessly integrated with our
CRM solution (SFDC).
The Response
 Support the one-to-many GTM approach, reaching small holders through an accessible medium
allowing 2-way communication.
 Moving high spend in one way marketing collateral to a more cheaper & targeted 2-way
communication media. This will allow great reach for the same.
 Increase customer database accuracy and quality by identifying invalid mobile numbers and
customers.
 Allow customers to approach Syngenta in an easy and cheap way to request information which
will increase customer intimacy through increased interaction and service provision.
The Objectives

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Benefits of our SMS Solution integrated to our CRM
• Quickly roll out campaigns: Simple structured SMS messages that
promote the products to thousands of Growers.
• Have better targeted or personalized campaigns: relying directly on
SFDC data.
• Reduce our cost-to-serve: It’s cheap and affordable as compared to
other marketing strategies - hence used as part of all our
Campaigns.
• Quick and easy hence we can offer SMS support to different teams
promoting different products in different areas.
• SMS platform gives us the opportunity to direct farmers to different
Agro vets on their locale (points of sale), hence ensures they visit
Syngenta Stockiest.
• Brand credibility is built as farmers are able to clarify area of
difficulties with our products with us e.g. Spray rates, Price, Point
of sale, etc.

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Key Achievements
 Solid smallholders database with key contact information:
o From Zero to 10,417 contacts and targeting for 100,000 by 2015.
 Increase efficiency in grower reach and information sharing:
o Talk to farmers (with an emphasis on smallholder farmers) at a click of a
button, saving on resources (Time & Money).
 Simplified and improved communication:
o Promoting of open and direct communication between Farmers and
Syngenta, where farmers & customers have a two-way communication with
Syngenta through SMS.
 Total messages sent out (Outbound SMS) : ~30,000
 Total messages received (Inbound SMS) : ~3,000
 Total Contacts Database & growing : ~10,500
Metrics - 2014

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