Campaign Pulmosure in Great-Britain Global Marcom meeting Campaign Pulmosure in Great-Britain Group name: The Best Breathers 3 november 2015

Core market segment The core market segment selected is: Reviva users in dairy market New beef market (non Farm-O-San users) 2 2

Marketing & Sales objectives Usage of 3.5% of dairy calves (25.000 calves) Usage of 1.0% of beef calves (25.000 calves) 10% sales conversion rate (visit 1.000 farmers dairy farmers) 5% sales conversion rate (visit 500 farmers beef calves)

Target group Indicate what your target group profile is Primairy intensive farmer (‘Maximum performing’)

Profiling target group What does your DMU structure look like.. Intensive farmer/owner Herd manager Workers Nutritionist Veterinarian

Initiator Influencer User Decision maker Decision Making Unit terrain Nutritionist Nutritionist Herd manager Veterinarian User Decision maker Worker Intensive farmer/owner Herd manager

Defining most important P & P and themes DMU Pains Pleasures Important themes to connect with (input campaign message) Farmer/ owner Financial results Extra work Predictable results Less diseases (respiratory) Stable predictable results Nutritionist Lower feed intake Easily applicable Less veterinary costs Easy applicable, more stable feed intake Veterinarian No extra profit Healthy calves Healthy future Herd manager Worker More work Easy applicable Work for healthy animals

Value proposition ´Support the respiratory system for a better life performance´

Value proposition: brainstorm grid DMU Content topics Tools Services Farmer/ Owner How to prevent or manage respiratory problems Tools/management to prevent or manage respiratory problems Calve Cough Decision Tree (determination of problem) Calve Cough Calculator (calculate loss in €) Calve Cough Audit (determination of disease phase)

Campaign setup

Campaign story map