Farm-O-San Pulmosure - for sure Global Marcom meeting Farm-O-San Pulmosure - for sure 3 november 2015

Core market segments The core market segments selected are Beef calves market:  2,500,000 / yr Dairy calves market:  500,000 female calves/ yr 3 3

Product / market new Market segment Beef Dairy actual actual new Product proposition

Marketing & Sales objectives We want to: 1. feed Pulmosure to 10% of the beef calves (250,000) in the first year, 15% as from the 2nd year 2. feed Pulmosure 15% of the dairy calves (75,000) in the first year. Target FOS Reviva users.  present Pulmosure as a preventative measure

Target group The targeted farmer: wants to give the calves a good start in life Better long term performance cares about the health status of his/her animals wants to prevent the calves from becoming ill wants to reduce the use of antibiotics

Profiling target group DMU Farmer family / owners Farm manager workers

Initiator Influencer User Decision maker Decision Making Unit terrain map Initiator Influencer Farm family/ owner Farm groups Vets Farm manager Feed advisors Peer farmers Worker Distributors User Decision maker Farm family/ owner Farm family/ owner Farm manager Farm manager Worker

Important themes to connect with (input campaign message) P & P and themes DMU Pains Pleasures Important themes to connect with (input campaign message) Farm family Sick / lost animals Extra (vet) costs Time / labour /costs Healthy animals Strong performance Convenience ROI Health and welfare Caring LifeStart Cost benefit Farm management Labour Health Efficiency Workers Recognition

Better breathing for a healthy future Value proposition Better breathing for a healthy future

Value proposition: brainstorm grid DMU Content topics Tools Services Farm family Calf management Respiratory problems Top tips for healthy calves Housing Farm management Articles, case studies Coughing monitor Cost calculator Farm advice / tutorial video Calf management workshop / training Farm manager Checklist on calf management / online app Workers Checklist / app Training

Pulmosure for sure: the campaign

Pulmosure for sure farmer campaign story Buying phase Content types Media channels Message Pre purchase Purchase Post Purchase Storytelling: respiratory issues, calf management. Seasonal campaign Case studies Why Pulmosure? Benefits Optimise calf rearing Farmer feed-back Sharing opinions Loyalty program Facebook Magazines Fairs Blogs Leaflets On- / offline ads Stress cows (calves) Youtube Workshop / training Ambassadors Calf management, health and welfare LifeStart, cost saving, performance Loyalty is rewarded Healthy calves

Pulmosure for sure distributor campaign story Buying phase Content types Media channels Message Pre purchase Purchase Post Purchase Storytelling: respiratory issues, calf management. Seasonal campaign Case studies Why Pulmosure? Benefits Optimise calf rearing Farmer feed-back Sharing opinions Loyalty program Website TN Magazines Fairs E-mail Face 2 face meetings On- / offline ads Distributor training Calf management, health and welfare FOS Pulmosure training Loyalty is rewarded Discounts