Scientific Journal of KubSAU

The analysis of the development of the Russian market of means of plant protection was made. It was established that the companies-vendor of means of plant protection in Russia have a wide range of output products and extensive application areas. The leaders of the national market of products of plant protection among domestic and foreign manufacturers were identified. The condition of the production and the structure of the Russian market of rice in 2001-2013years were analyzed. The measures of government support provided for rice farmers by "program of state support of agricultural development and market’s regulation of agricultural products, raw materials and food for 2013-2020", were characterized. The analysis of the existing systems of protection of rice showed that the rice farmers have the potential of production to increase yields. Remedies for the seeds protection, controlling diseases (fungicides) and pests (insecticides) are used very rarely in the system of rice protection. A segmentation of the herbicide market in the Krasnodar region was made. The advantages of the new herbicide called "CITADEL 25" of the Singenta company, the world leader in the market of means of protection of plants, for increasing profitability of cultivation of rice were characterized. The reaction of clients to the price offer of the main herbicides for protection of rice was studied. By results of research the card of values of clients and their preferences was made. The experience of the “Singenta” company in use of the integrated marketing communications for change of values of producers of rice in the Russian Federation is given