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

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

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

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

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

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

7. 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

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

9. 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)

10. Campaign setup

11. Campaign story map