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Master of Agribusiness

Feasibility Study on a Brand Extension within AgriGold

Andy Montgomery, Brazil, IN, defended his thesis, “Feasibility Study on a Brand Extension within AgriGold,” on January 26. He is the National Sales Manager for AgReliant Genetics – AgriGold. Montgomery is a May graduate from Kansas State University with a Master of Agribusiness (MAB) degree

To be successful in a competitive market companies must find ways to better serve current customers and develop new customers. One way to accomplish both is by extending the brand to a new product.

AgriGold has focused only on hybrid seed corn since 1979. For his MAB thesis project, Montgomery analyzed the feasibility of AgriGold entering the soybean market.

“The growth of the U.S. soybean market due to new technologies to increase yield have led to a preference for planting soybeans rather than corn,” Montgomery said. “As a leader in hybrid corn seed, it may make sense for AgriGold to consider adding soybeans to its product offering.”

His research may be helpful to other companies considering new products or brand extensions.

Dr. Kevin Gwinner, Professor of Marketing and Montgomery’s thesis advisor, said, “Andy’s thesis project resulted in a very comprehensive new product review, where he was able to take many of the tools and concepts learned in his MAB courses and bring them to bear on informing a critical expansion decision his company is considering.”