Introduction
Strategy House
Our Strategy House articulates how our core strategic elements connect. It serves as our organizational blueprint, ensuring every decision, message, and initiative reinforces a cohesive brand narrative.
Brand Strategy
Brand ambition
A new brand ambition to guide the direction of the AGRANA corporate brand, shaping how we want to be perceived by internal and external audiences in the future. It reflects our transformation and gives our brand a clear role and position moving forward.
Our brand ambition is made up of two components:
- Brand ambition statement/narrative: Defines the role and ambition of our brand - and how we plan to get there
- Brand attributes (’we are’): Capture the personality and characteristics of our brand
Our brand ambition is designed for AGRANA as a whole and allows us to move forward as one company, one brand and one culture - aligned behind a shared direction for the future.
Offering Value Propositions (VPs)
Offering Value Propositions: definition
A Value Proposition describes the specific value customers receive from an offering. It defines the point where customer needs align with the unique strengths of the offering.
Value Propositions provide a shared strategic foundation for communicating the value of each offering category. They serve as a guide for the development of personas, communication materials and other marketing assets.
Each Value Proposition is supported by Reasons to Believe and Proof Points. Together, they provide supporting arguments and evidence for different use cases and communication contexts.
Condensed version
The condensed versions summarize the key messages of each Value Proposition in a concise format. They highlight the core value of an offering category in a clear, consistent and easily accessible way.
Extended version
The extended versions provide the full Value Proposition statement. In addition to the core value delivered, they include elements such as the target audience, the key job to be done and the primary customer challenge. They provide additional context for tailoring the Value Proposition to different audiences, use cases and communication contexts.
For Food & Beverage, we developed two separate Value Propositions
Condensed version
For the Food & Beverage offering category, we have developed two distinct Value Propositions, as the target audiences of the FBS and ACS business units differ significantly. Depending on the target audience and communication context, either a solutions-oriented or an ingredient-oriented perspective can be used.
For solution-oriented
This version of the Value Proposition builds on the strengths of the Food & Beverage Solutions (FBS) business unit. It is particularly relevant for audiences that value a collaborative and creative approach, and for contexts where the co-creation of new ideas, concepts and solutions takes centre stage.
For ingredient-oriented
This version of the Value Proposition builds on the strengths of the Agricultural Commodities & Specialities (ACS) business area. It is particularly relevant for audiences and contexts where ingredient quality, technical expertise and product performance are key decision factors, especially in established product categories where consistency and reliability are often prioritised over novelty.
Extended version
The extended versions provide the full Value Proposition statements, including the target audience, customer challenge and job to be done.
Offering Value Propositions: how it comes to life
Our Value Propositions act as a strategic anchor, guiding marketing and communication content across touchpoints
