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

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

3. 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

4. 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

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

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

7. 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

8. 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

9. 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

10. 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.

11. 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

12. 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

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

14. 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 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.

15. 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)

16. 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

17. 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.

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

19. 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

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