Nutriopt campaing for Poultry integrator Global Marcom meeting Nutriopt campaing for Poultry integrator Group name: 3 november 2015

Step 1: Setting SMART objectives Whole German poultry community Mapping the German poultry business RothKutter gruppe

What is the core market segment for your case? The core market segment selected is the second biggest integrator in Germany RothKutter gruppe 3 3

What are your Marketing & Sales objectives? 1. 2. 3. 4. 5. 1. Position TN poultry solutions as a specialist in Germany 2. Meet RothKutter gruppe owners 3. Create awareness on Nutriopt

Step 2: Profiling target group Indicate what your target group profile is: -Fully integrated poultry producer

Profiling target group What does your DMU structure look like.. OWNERS Production/ Livestock manager Quality and assurance Manager Nutritionist/Purchase Manager Farmers

Initiator Influencer User Decision maker Decision Making Unit terrain map example Initiator Influencer Vets Genetics companies Production and livestock managers Nutritionist Sales manager Owners Research community Controller/CFO User Decision maker Nutritionist Owners Quality Management Team Purchaser

Defining most important P & P and themes DMU Pains Pleasures Important themes to connect with (input campaign message) Owners Profitability Sustainability Become #1 Most profitable producer Differentiation Reduce margin pressure Antibiotic reduction Feed to food safety Animal welfare Production/ Livestock manager Non homogeneity/ consistency Meat performance High conversion ratio Feed efficiency Controlled and consistent way to raise animals Quality and assurance Manager Low quality Production inconsistency Risk management Smooth process with everybody onboard Food safety and quality

Defining most important P & P and themes DMU Pains Pleasures Important themes to connect with (input campaign message) Nutritionist/ Purchase Manager Raw material quality Prediction of animal performance Reliable real time values vs nutritional tables Animal and economical model Farmers Animal welfare Animal husbandry Homogeneity Health status Less mortality Sustainability Antibiotic reduction Feed to food safety

Step 3: value proposition What is your value proposition? TN as a preferred NutriOpt feed technology partner provides unique nutritional solutions that enable poultry integrators to completely redefine economic and technical modeling in a way that optimizes efficiency and profitability.

Value proposition: brainstorm grid DMU Content topics Tools Services Owners Sustainability Reduce margin pressure Antibiotic reduction Feed to food safety Animal welfare Conferences Web pages Movies Brochure Sales app Key industry leaders Applicable solutions Production/ Livestock manager Controlled and consistent way to raise animals Newsletters Brochures Nutriopt team Training Quality and assurance Manager Food safety and quality Risk management

Action 4: Map your campaign story Buying phase Content types Media channels Message (per channel) Pre purchase Purchase Post Purchase Leaflet Movie Event/conference Key opinion leaders Brochure Sales app Integrating the system Technical updates Training Classical offline PR, Adver, Testimonial -Classical offline Worldwide first class in poultry solutions Leader in Poultry services -Reliability, presence and dedication. -Support, stay connected

Please feel free to get creative and be innovative in handling your case..

Example 1 1. I want 10% of the total whole milk farmers > 80 cows converted to FOS Pulmosure within 12 months 2. I want 25% of the current FOS Colostrum customers transfer to FOS Pulmosure 3. I want to get at least 25 complete quick tests of Nutriopt at targeted poultry prospects EOY 2015. 4. I want to register e-mail address/name of at least 50 new poultry integrators at our event who I want to follow up within 2 weeks. 5. 30% of the follow up needs to be visited and 1 out of 2 visits needs to be a new Nutriopt customer.

Example 2 Overall how do I define success? Mindset: Extremely hardworking and dedicated. Well organized and attentive to hygiene, welfare, feeding and cow comfort. His cows are the center of his attention. Attached to his cows and has strong bonds with them, often names them. Personalized treatment for each of his cows. Values good farming and preserves his tradition and practices. Overall how do I define success? When I get good cows who produce good milk When I am recognized for my craftmanship and the quality of my cows When I give my all and the best that I can afford to my cows When I enjoy what I am doing on a daily basis When my cows are healthy and happy When my fellow farmers confirm that my cows are top-notch What do I need to achieve my goal? Healthy cows – products that enhances the health and welfare of my cows Partners that I can trust and offer support and assistance 24/7 A reliable and trustworthy partnership with a like- minded vet Trusted animal healthcare solutions A farming decision, support and guidance provider Name: Phillip Age: 40 Role: Top breeder with his champion cow on the picture. Farms together with his father a high performance herd. Seeks top consultants (e.g. Vet Nutritionist)

Example 3 Name: Patrick Age: 38 Role: New school farmer Mindset: He works with methodological – structured processes. Sees himself as a smart manager more than a farmer. He appreciates special managerial competences. He is updated and aware about the innovation and latest technologies in animal health solutions and farming techniques. He believes only top performers will survive – so he aims for it. He believes in the power of knowledge Overall how do I define success? When I attain my production objectives By having the highest profit on land and capital When I get the highest production from my cows When I get better productivity with less time and resources When I attain the best farming standards When my fellow farmers see my farm as the benchmark What do I need to achieve my goal? The latest knowledge and information about innovations in dairy farming Data and studies proving me right An efficient vet who knows about the latest innovations I use Products to get the best performance from my calves & cows When I make the right investment decisions for my farm Name: Patrick Age: 38 Role: New school farmer

Example 4 the Business farmer (Growing) Overall how do I define success? When I possess the biggest farm around When I make the good strategical decisions that will increase my business size When my farm grows in size and I have more and more cows to manage When my production is important enough for me to have an impact on the value chain What do I need to achieve my goal ? Concepts and models that enable me to focus on expansion Protocolls which increase control of the farm processes. Cost-effective solutions that will optimise my cows management Support and consultancy on which products I should use to grow my cows Mindset: He sees himself as a business man – an entrepreneur – possessed by the drive of growing its business. He is shrewd and proud and does not hesitate to take strategic business decisions that impacts middle and long-terms. He loves to be in control. He relies on technical concepts and protocols an they have to function. Cows have to fit in the concepts and are replaceable. He is willing to invest in new products or services as long as it expands his business and increase control. Name: John Age: 40 Role: 3rd generation farmer.

CEO/Investors dairy farms Example 5 CEO/Investors dairy farms Purchasing manager Herd manager Workers (milkers, etc.)

Example 6 Initiator Influencer User Decision maker Herd manager Worker; calf feeder Purchasing manager User Decision maker Worker; calf feeder CEO/Investor Purchasing manager Worker; milker

Just a precision feeding tool? Example 8 Just a precision feeding tool?