1. NutriOpt case
Group name:More than numbers
3 november 2015

3. 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

4. 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

5. 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

6. 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

7. Background slides

8. 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

9. 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

10. 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

11. 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

12. 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