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Nutrition for Life: The Rural Lifestyle Market
- 1. Nutrition for Life Douglas E. Pamp, Ph.D., PAS, Hubbard Life Product Manager www.hubbardlife.com
- 2. Embrace Change www.hubbardlife.com
- 3. Lifestyle Market Analysis • Market Survey – 117 Hubbard Lifestyle dealers – 300 + customers • Questions – Competition – Packaging – Product blend – Who/What/Where www.hubbardlife.com
- 4. Survey Take Home • Tradition® & Front Runner® - low brand equity • Show-Rite® & Homestead® - high brand value • Lifestyle customer wants to do business with a rural farm dealer • It’s an emotional sale not an economical sale – Appearance, convenience, relationship www.hubbardlife.com
- 5. The Rural Lifestyle Market Typical Lifestyle Farmer • Average age is 48 • Average income is $80,000 - $110,000 • Commute 28 minutes to work • Farm size 3 to 100 acres • 52% farming less than 5 years • 85% spend 26 - 40 hours/week on their farms www.hubbardlife.com
- 6. Powerful Market • Lifestyle market = 26% of all US households • 69,000,000 strong • 94.6% of them own the land they live on • Growing at the rate of 2% per year • Located in every state in the US www.hubbardlife.com
- 7. Animals They Own Dogs 64.9% Cats 48.9% Cattle 16.1% Horses 15.1% Other 8.0% Birds/Eggs 6.2% Birds/Meat 6.0% Goats 5.6% www.hubbardlife.com
- 8. Lifestyle Market • 60% buy prepared feed for their animals • 55% who would switch feed brands for better nutrition formulated for their animals • 5 of 6 (83%) read blogs or websites for information • 6 of 10 participate in online forums and social media www.hubbardlife.com
- 10. The Rural Lifestyle Market Relevant Insights • Poultry numbers up significantly - backyard flocks • “backyard chickens” 2.67 million results – increased 5x in 12 months www.hubbardlife.com
- 11. The Rural Lifestyle Market “They’re hungry for information and community” • : 2,650 on backyard chickens, 5,140 on small farms, 5,060 on horse care • Blogs: 58,841 blog entries on backyard chickens, 91,169 entries on backyard farms, 1,191,895 on horse care • : 4,100 pig pages, 2,700 chicken pages (one has 13,356 fans), 31,000 horse pages (one has 29,002 fans) www.hubbardlife.com
- 12. The Rural Lifestyle Market Market Potential • Tractor Supply Company (TSC) estimates that $5.5 billion is spent by this segment annually. • TSC sold $2.2 billion in feed, pet food and equipment. • Represents 37% of TSC total sales. www.hubbardlife.com
- 13. Hubbard's Current Situation • Hubbard’s legacy is as a large-volume, commercial livestock feed manufacturer • Hubbard’s current position in this market – Strengths – Weaknesses www.hubbardlife.com
- 14. The Rural Lifestyle Market Hubbard Strengths • Strong, established dealer network • Strategic plant locations and production capacity • Formulation & Nutrition Expertise • Commitment to Feed Quality and Safety • Passionate about our retail feed dealers www.hubbardlife.com
- 15. The Rural Lifestyle Market Hubbard Weaknesses • Limited brand awareness • Late entry into market • Lack of distribution into many “key locations” • Competitors control large retail sales channels: – TSC – fleet farm chains www.hubbardlife.com
- 16. Hubbard Lifestyle Vision • Build the products, support and marketing program on the Hubbard brand. • Build Hubbard Brand Loyalty • “Hubbard for Life” www.hubbardlife.com
- 17. Hubbard Lifestyle Vision The Plan • Hubbard Life Program will be introduced in 3 Steps. – Initial introduction at 2011 National Sales Meeting – Second step will be January/February – Third step by Fall of 2012 www.hubbardlife.com
- 18. Specie Groups Lifestyle Market Specie Groups Equine Sheep Llama/Alpaca Poultry (Farm Goats Mini pigs Flock) - Homestead Pet (Dog and Cat) Small Farm (Beef, Ratite Dairy and Swine) Rabbit Chinchilla Ferret Fish & Aquatics Game Birds Wildlife www.hubbardlife.com
- 19. Pet Food Program • New program – Improved Formulations • New Bag Design – 40 lb size – Composite bag • Tradition Pet Food products will be discontinued • Pro Pet at St Mary’s, OH & Owatonna, MN is the recommended supplier • Products in Hubbard Life Pet Food Program are: www.hubbardlife.com
- 20. Pet Food Program ITEM Protein/Fat Bag Size Bag Type Puppy Food 28/12 40 lb Composite Adult 22/10 40 lb Composite Maintenance Happy Hound 27/15 40 lb Composite Premium 26/18 40 lb Composite Adult High Energy 24/20 40 lb Composite Country 21/9 50 lb Kraft - Balance multiwall Cat Stars 31/10 18 & 40 lb Composite www.hubbardlife.com
- 22. The Bag is the Tag • Hubbard Life Story • Feeding Directions • Statement of Nutritional Adequacy • Guaranteed Analysis • Ingredient Listing www.hubbardlife.com
- 25. • 31% Protein − Chicken Meal • 10% Fat • 18 lb or 40 lb − Composite bag www.hubbardlife.com
- 26. • Economical • Farm Dog • 50 lb Kraft Bag • 2X Palatability Factors www.hubbardlife.com
- 27. Horse Feed Program • New & Improved Program – Evaluated and consolidated • New Bag Design – 50 lb size – Composite bag • Front Runner products will be discontinued • Products in Hubbard Life Equine Program are: www.hubbardlife.com
- 28. Horse Feed Program ITEM Protein/Fat Bag Size Bag Type Summit 14/6 50 lb Composite Cool 13/7 50 lb Composite Command Senior 13/5 50 lb Composite Performance 12/6 50 lb Composite 30% 30/2.5 50 lb Composite Supplement Mineral 25 lb Composite Equi-Star 12/3 50 lb Kraft - multiwall www.hubbardlife.com
- 31. • Economical • 12% Protein • Pelleted or Texturized • 50 lb Kraft Bag www.hubbardlife.com
- 32. Homestead® – Farm Flock • Homestead Program becomes Hubbard Life Homestead Poultry Feeds • Core program remains the same – No Animal Proteins & No Antibiotics – “Natural”, wholesome, edible, Green • Maintain basic bag design – Add Hubbard Life Logo & Story – More color • Composite bag • 50 lb bag www.hubbardlife.com
- 33. Homestead® Poultry Feeds ITEM Protein/Fat/Lys Bag Size Bag Type Poultry 16/3/0.85 50 lb Composite Developer FastGrow 20/3/1.09 50 lb Composite Layer 17/3/0.70 50 lb Composite Chic-En-Egg 38/1.0/2.2 50 lb Composite Concentrate Duck & Goose 18/3/0.87 50 lb Composite Turkey Starter 26/2.5/1.7 50 lb Composite www.hubbardlife.com
- 37. Online Presence • NEW website launched in October • Dealer Portal • Hubbard Life Blog • Social Media – Facebook, Twitter and Flickr. www.hubbardlife.com
- 38. Marketing Tools • Dealer Brochure – Introduces Hubbard Life Program – Core values – Market opportunity – Dealer benefits – Product awareness www.hubbardlife.com
- 39. Marketing Tools • Product Brochures • Product Information Sheets • Feeding & Conversion Charts • Point-of-Purchase Product Cards – with QR Codes to aid in website interaction www.hubbardlife.com
- 40. Marketing Tools • Trade Show Display • Hubbard Life Banners • Frequent Buyer Cards for Horse & Pet Food • Hubbard Life Wearable's – Shirts, hats, etc. • Ads for dealer placement www.hubbardlife.com
- 41. Product Training • Training provided by Dr. Ed Bonnette and Dr. Doug Pamp – Mike Zeneri – Pro Pet – Specialists – “Champions” • SKILL meetings • Dealer and sales training • Phone and computer support www.hubbardlife.com
- 42. National Advertising • Ads placed in Hobby Farms and Living the Country Life – 2 issues – Hobby Farms – 4 issues – Living the Country Life – Promoting the Hubbard Life brand in first year – Species specific ads in second year • RFD TV www.hubbardlife.com
- 43. For Hubbard Dealers Hubbard Life is EXCLUSIVE to Hubbard Dealers www.hubbardlife.com
- 44. Are you a Hubbard Life Dealer? • Open after 5:00pm week nights • Open on weekends • Accessible • Clean • User friendly • Customer friendly www.hubbardlife.com
- 45. Thanks for your support launching the Hubbard Life Program! www.hubbardlife.com