Digital and marketing technologies for the agriculture industry

The Agroprodmash 2022 conference programme includes the 2nd Congress on the Agriculture Industry Digitalisation. It is organised by Sphere Publishing House in partnership with CROC IT Company. On behalf of EXPOCENTRE AO the congress participants were welcomed by Sergey Selivanov, First Deputy Director General. 

The congress includes four sessions: the Panel on the Agriculture Industry Digitalisation in an Age of Change: Challenges, Forecasts and State Support Measures; the Roundtable on IT Foundation on Russian Technologies as the Basis for the Agriculture Industry Development; the Panel on Robots in the Food Industry: a Course Towards Innovation; the Panel on Advanced IT Solutions for Quick Wins: Innovations and Successful Cases. 

Participants discuss IT solutions that have proven their effectiveness in agribusiness. They consider various solutions for building a digital foundation to transform business and increase the efficiency and transparency of key business processes of enterprises. Speakers talk about how to increase production productivity, reduce the cycle time of technological operations and downtime of equipment, and eliminate errors related to human factor. Experts from IT companies provide the audience with practical information on many industry-specific issues.

Another event on today's conference programme, which attracted keen interest among industry professionals, was the Food Marketing School. It was organised by EXPOCENTRE AO in partnership with the Gorbatov Federal Research Centre for Food Systems of the Russian Academy of Sciences. 

The topic ‘Positioning in 8 Steps. A practical guide on how to create a positioning and engage consumers in its creation (a case study of netnographic research)’ attracted special attention of strategists, marketing directors, product managers of the food industry.

The School's experts point out that a major misconception of some marketers is that they often mistake slogans or key messages for positioning. In reality, positioning is a strategy that defines the image, recognition, key differences and competitive advantages of products to the target audience and attracts new consumers. 

The trainees were introduced to the 8-step methodology of positioning development using consumer perceptions (netnographic research). Case studies in the food industry provided a substantive overview of the steps in the step-by-step positioning process with a focus on analysis skills to diagnose existing positioning, identify trends, assess the market, existing challenges, competitor opportunities and available business resources. 

Press Service, EXPOCENTRE AO