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CASE IH: A GLOBAL MARKETER
Case IH rolled out the red carpet in Memphis, Tenn. at the launch of its new six-row cotton picker with more amenities than ever before. The Racine, Wis.-based equipment manufacturer has gone the extra mile to put money back into the pockets of cotton growers. The new CPX610 cotton picker is designed to harvest more cotton per day and leave less in the field by picking from both sides of the row.

INTERNATIONAL AGENDA

The cotton picker presentation had a bit of international flare with the presence of several global marketing representatives and over 20 Australian dealers. This is no surprise as Case IH actually tested its new product in both the U.S. and Australia, which Jesse Osborn, platform manager, Cotton Harvesting, says has "some of the highest yielding cotton in the world." There is approximately 1 million acres of cotton grown in China, 2.2 million in Brazil and 1.1 million in Australia.

Dealers from North America, and representatives from Latin America, Asia and Australia, were given the opportunity to learn more about the configuration and value of the cotton picker and were able to get up close and personal with the machine in a "kick the tires" type tour. The international representatives also attended to take notes on the presentation of the launch and will take the information back to their respective countries in preparation for launches on a regional basis.

"The country-specific or regional launches depends on the timing of the picking season," says Mathew Vachaparampil, global marketing manager for cotton, coffee and sugarcane harvesting equipment. Brazil, China and Australia will each hold an individual launch of the cotton picker according to each country’s harvesting season.

TARGETED MARKETING

Not only does Case IH sell cotton harvesting equipment to nearly 20 countries worldwide, but the company also markets the machinery to each country’s individual needs, says Vachaparampil. For instance, unique conditions can cause Case IH to market its machines specifically to regional and cultural practices. An example of this occurs in Uzbekistan. In this country, Case IH sells the 2022 Cotton Express two-row cotton picker because it is ideally suited to the country’s less-advanced material handling and transportation infrastructures. At this point, the CPX610 is just too large for the growers’ needs.

Return on investment is a priority for Australian customers, as well. According to Gerry Salzman, senior director of marketing, Australian producers do not receive government subsidies. Therefore, any technology adopted in that country must return a profit or growers will not use it. The adoption of Case IH cotton system equipment in Australia is a testimony to the efficiency of the product. AM

TOP 10 ADVANTAGES OF THE CPX610

1. Picks from both sides of the row, providing a 1-3 percent picking efficiency advantage
2. 10,500 pound basket capacity keeps operator on the row longer
3. 365-gallon water tank capacity (sized for 14-hour day)
4. 200-gallon fuel tank capacity (sized for 14-hour day)
5. 340-hp, 8.3 liter, 6 cylinder, 24-valve engine (provides the power to pick from both sides of the row, and to handle the larger capacity of the machine)
6. Fully synchronized transmission in picking speeds (maximizes lint content and quality)
7. Rotary air screen, blocks trash while keeping systems cool
8. Vertical lift, power-metered unloading
9. Automatic lubrication system (eliminates daily manual greasing)
10. Longer wheelbase, dual-drive tires, and rear guide tires improve weight distribution and flotation


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