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Hubbard Life Animal Feed - November 2011
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Hubbard Life Animal Feed - November 2011

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Hubbard® Life Delivers Expert Advice With High Quality Nutrition In Pet And Companion Animal Feeds. The information in this presentation reflects the new products available through Hubbard Life.

Hubbard® Life Delivers Expert Advice With High Quality Nutrition In Pet And Companion Animal Feeds. The information in this presentation reflects the new products available through Hubbard Life.

Published in: Lifestyle, Business

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Transcript

  • 1. Nutrition for LifeDouglas 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
  • 9. 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. Hubbards 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 VisionThe 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 GroupsEquine Sheep Llama/AlpacaPoultry (Farm Goats Mini pigsFlock) - HomesteadPet (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 ProgramITEM Protein/Fat Bag Size Bag TypePuppy Food 28/12 40 lb CompositeAdult 22/10 40 lb CompositeMaintenanceHappy Hound 27/15 40 lb CompositePremium 26/18 40 lb CompositeAdultHigh Energy 24/20 40 lb CompositeCountry 21/9 50 lb Kraft -Balance multiwallCat Stars 31/10 18 & 40 lb Composite www.hubbardlife.com
  • 21. 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
  • 23. www.hubbardlife.com
  • 24. 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 ProgramITEM Protein/Fat Bag Size Bag TypeSummit 14/6 50 lb CompositeCool 13/7 50 lb CompositeCommandSenior 13/5 50 lb CompositePerformance 12/6 50 lb Composite30% 30/2.5 50 lb CompositeSupplementMineral 25 lb CompositeEqui-Star 12/3 50 lb Kraft - multiwall www.hubbardlife.com
  • 29. www.hubbardlife.com
  • 30. 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 FeedsITEM Protein/Fat/Lys Bag Size Bag TypePoultry 16/3/0.85 50 lb CompositeDeveloperFastGrow 20/3/1.09 50 lb CompositeLayer 17/3/0.70 50 lb CompositeChic-En-Egg 38/1.0/2.2 50 lb CompositeConcentrateDuck & Goose 18/3/0.87 50 lb CompositeTurkey Starter 26/2.5/1.7 50 lb Composite www.hubbardlife.com
  • 34. www.hubbardlife.com
  • 35. www.hubbardlife.com
  • 36. 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 Wearables – 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 EXCLUSIVEto 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 theHubbard Life Program! www.hubbardlife.com