Nutri Opt Poultry Integrator case GERMANY Anouk Diana

Nutri. Opt Poultry Integrator case | GERMANY Anouk, Diana, Graham, Henrieke, Juan, Maria

WHY? • Germany is the 2 nd 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 Nutri. Opt 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!” 2

Marketing & Sales Objectives WHAT TN Germany wants to have a 25% market share of premix to Rothkötter within 2 years from now. HOW 1. 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. 2. Build credibility and mind position with Rothkötter, with the ultimate goal to become a preferred supplier, closing the deal in Q 4 2017. 3

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

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

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

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

Value proposition innova Fast, frequent and accurate quality management tive ● Improved purchase position ● Exact determination of nutritional composition results in more precise feeding Targeted use of classified raw materials ● Cost savings ● More precise feeding Less variation, less waste = cost saving, because you analyze before you buy raw materials Feed structure to optimize FCR 8

Unrevealed message Biggest benefit We can save you 1. 66 million per year! capabl e 9

Campaign strategy & planning January – June 2016 1 Nationwide brand awareness campaign tion a r o b colla Crossmedia Content campaign Also with poultry associations July – December 2016 2 Industry event activation campaign Industry events AUG ESPN Conference NOV Euro. Tier January – September 2017 3 Engagement campaign Personal relationship DMUs FEB TNG poultry seminar JUN Agri. Vision SEPT trip to Spain 10

Existing materials Phase Tools Introduction Movie Leaflet Deep dive Nutri. Opt 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 11

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

Awareness is about being findable 13

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) 14

Preference is about transparency 15

(trans)action 16

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

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: caring • Visit to Poultry Centre • Special dinner in Madrid: meeting Placido Domingo 18

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