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

3. 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

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

5. 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

6. 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

7. Profiling target group
DMU
Farmer family / owners
Farm manager
workers

8. 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

9. 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

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

11. 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

12. Pulmosure for sure: the campaign

13. 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

14. 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
Face 2 face meetings
On- / offline ads
Distributor training
Calf management, health and welfare
FOS Pulmosure training
Loyalty is rewarded
Discounts