1. NutriOpt Poultry Integrator case | GERMANY
Anouk, Diana, Graham, Henrieke, Juan, Maria
26 October 2015

2. “ We know poultry from production to plate!”
WHY?
Germany is the 2nd market in poultry production
Trouw Nutrition Germany does not have a market share. Competitors are: DSM, Provimi/Cargill, EW Nutrition.
However: Trouw Nutrition has a lot of in-house expertise (e.g. Sada) to benefit from and communicate with the industry.
With NutriOpt we have a great programme to offer!
It opens the door to a big premix deal (and swine business also).
So:
“ We know poultry from production to plate!”

3. Marketing & Sales Objectives
WHAT
TN Germany wants to have a 25% market share of premix to Rothkötter within 2 years from now.
HOW
Build brand awareness in 2016, to be recognized for our technical expertise in the poultry sector, so everybody will know Trouw Nutrition Germany for its expertise by June.
Build credibility and mind position with Rothkötter, with the ultimate goal to become a preferred supplier, closing the deal in Q

4. Business challenge
How can Trouw Nutrition Germany convince the Rothkötter integrator company to become their customer, by purchasing NutriOpt, using a focused content marketing strategy.

5. Target group profiling
Initiator
Influencer
QA Manager
Franz-Josef Rothkötter
Purchase Manager
Wilfried Fleming
Production Manager
User
Decision maker
Production Manager
Franz-Josef Rothkötter
Purchase Manager
Wilfried Fleming

6. Pains & pleasures PAIN Margin pressure Cost reduction
Process efficiency
Animal welfare (regulation, consumer attention)

7. Pains & pleasures PLEASURE
Growing market in poultry meat in Germany (2nd position Europe)
Antibiotic reduction (intrinsic desire to be sustainable)
Food safety
By the way:
I really like opera!

8. Value proposition Fast, frequent and accurate quality management
Improved purchase position
Exact determination of nutritional composition results in more precise feeding
Targeted use of classified raw materials
Cost savings
More precise feeding
Feed structure to optimize FCR
innovative
Less variation, less waste = cost saving, because you analyze before you buy raw materials
NutriOpt is a modular, precision-feeding system designed to optimize chain profitability by connecting animal performance with the cost benefit ratio of supply and demand through precise real-time modelling and analysis.’

9. Biggest benefit We can save you 1.66 million per year!
Unrevealed message
Biggest benefit
We can save you million
per year!
capable
We calculated the benefit for Rothkötter, producing 166 mln chicks yearly. With a minimum cost saving effect of 2 euros, they will profit from this cost saving with 1.66 million per year!
We will of course not instantly mention this, because we first have to get mind position, however: we need to tell and explain this to them personally.

10. Campaign strategy & planning
January – June 2016
July – December 2016
January – September 2017
Nationwide brand awareness campaign 1
Industry event activation campaign 2
Engagement campaign 3
On our own seminar we have key speakers, such as Mironovski from Ukrain and bacteria expert from Spain. AgriVision is a high level invitation by ExCo. Trip to Spain (PRC) as incentive to convince & close the deal
collaboration
Crossmedia
Content campaign
Also with poultry associations
Industry events
AUG ESPN Conference
NOV EuroTier
Personal relationship DMUs
FEB TNG poultry seminar
JUN AgriVision
SEPT trip to Spain

11. Existing materials Phase Tools Introduction Movie Leaflet Deep dive
NutriOpt General presentation
Brochure
Deep dive components
Species, component specific presentation
Technical bulletins
Species updates
Support on first questions
Q&A
Sales app – visuals
Value calculation
Sales app
Customer assessment on site

12. What content to use in which phase?
Content marketing
What content to use in which phase?
Then we know what extra content we should produce.

13. Awareness is about being findable

14. Consideration is about information
We will launch an online platform on the biggest ‘pain’ of the industry: how to fight bacteria! (salmonella and campylobacter coli)

15. Preference is about transparency

16. (trans)action

17. Loyalty
We will offer Rothkötter an e-learning environment as a customer service

18. Incentive | trip to Spain
Business & pleasure
Invitation for Spain trip in an attractive way (book “let’s start our business adventure”)
Spouses can come too
Programme Spain:
Visit to Poultry Centre
Special dinner in Madrid: meeting Placido Domingo
caring

19. And a partnership is born!
With business opportunities for years!!