Sales Plan Assessment Project

Project: In 2011, New Holland launched a biofuels initiative in partnership with Growth Energy (www.growthenergy.org) that focused on the growth of the ethanol market. Specifically, the partnership was formed to develop initiatives to improve New Holland’s take rates with the 55,000 producers that deliver corn and stover to member biofuels plants. New Holland was entering the second year of a marketing program targeted at these eligible producers and was evaluating how to be an active player in 2nd generation biofuels based on corn stover and other plant materials. The SGE Immersion team developed a plan to maximize the effectiveness of the marketing initiative and recommended other ways to generate revenue streams from first and second generation biofuels.