NutriOpt case Group name:More than numbers 3 november 2015

Seal the deal in 2 years 2 phase strategy mainly top-down Phase 1 – BRAND AWARENESS Integrator farmers and so the poultry sector in Germany should know about us! Phase 2 – PERSONAL Key DMU (CEO’s) should feel we are the right partner

Phase 1 Integrator farmers Themes Feed efficiency Broiler performance Carcass quality Farm & health management Channels Fairs Context marketing: Show your knowledge through: On and offline articles, video trainings, testimonials

NutriOpt – Integrated solution to meet customer demand Less cost, more profit Improve efficiency Improve quality control Maintain animal healthy status Feed and food safety International strength of knowledge of NIR database Increased accuracy and predictability Less manpower and time input Simplified decision-making process Better quality control Lower risk Package solution of animal health and feed safety with TN products Staying ahead with competition CUSTOMER DEMAND BENEFIT OF NUTRIOPT

Phase 2 Wilfried & Franz-Josef Themes Feed to food safety Antibiotic reduction German pride / local food Actions PR by TN on feed to food safety and our solutions on antibiotic reduction Be present as knowledge partner at Food event Start contact via partners of Rothkutter (suppliers / genetic / equipment supplier) Invite them to AgriVision 2017 Show case NIR online in Nanta factory Show case Poultry Research Centre Show case to other customer Start trials at Rothkötter

Background slides

Customer journey to the contract Company brand awareness Content marketing through on and off line media Present at right events (EuroTier, VIV) Print media Scientific Scientific events Testimonials by key opinion leader Train TN Germany OpCo Sales reps on NutriOpt Influence partners of integrator like Evonik, Stork, Lohmann After sale Training to farmers Getting to know and contact with Rothkutter Desk research Analyse Find key opinion leader who is influencer of Rothkutter Talk to partners of Rothkutter Get an introduction by partners at VIV Contact swine feed producer in Germany Visit to other integrators that use NutriOpt

Initiator Influencer User Decision maker Decision Making Unit terrain map example Initiator Influencer Animal farmer Farm manager Quality manager Nutritionists Veterinarians External partners (feed millers (swine), equipment, genetics, animal health, associations (Avex) External consultant/partners Purchasing manager User Decision maker 2 CEO’s Nutritionists Feed miller Quality manager Purchasing manager Production manager

Defining most important P & P and themes DMU Pains Pleasures Important themes to connect with (input campaign message) Wilfried (livestock, feed mill) R Gruppe is not nr 1 Feeding costs Disease in animals Feed efficiency Hunger for information / innovation Want to be global Nutritional value raw materials Animal performance Health status of flock NIR Franz (slaughter) Carcass quality Uniformity Process efficiency Feed to food quality Product quality Good market price Responsibility and sustainability Shelf life Quality Purchase High price and high volatility Slow delivery Cost efficiency Predictability Easy decision making - Costs raw materials Farmers

Step 3: value proposition What is your value proposition? (story) Nutrition by the numbers Connect to values of Rothkutter If you know their goals: Solve their problems / concerns Build trust

Action 4: Map your campaign story Buying phase Content types Media channels Message (per channel) Pre purchase Purchase Post Purchase Content on Events (VIV, EuroTier, Poultry symposium) Networking event with ‘friends’ (eg Evonik, Stork, Lohmann) Visit other integrator