Nutrition for LifeDouglas E. Pamp, Ph.D., PAS, Hubbard Life Product Manager                                             ww...
Embrace Change                 www.hubbardlife.com
Lifestyle Market Analysis   • Market Survey      – 117 Hubbard Lifestyle dealers      – 300 + customers   • Questions     ...
Survey Take Home• Tradition® & Front Runner® - low brand equity• Show-Rite® & Homestead® - high brand value• Lifestyle cus...
The Rural Lifestyle Market  Typical Lifestyle Farmer  • Average age is 48  • Average income is $80,000 - $110,000  • Commu...
Powerful Market•   Lifestyle market = 26% of all US households•   69,000,000 strong•   94.6% of them own the land they liv...
Animals They Own         Dogs       64.9%          Cats      48.9%         Cattle     16.1%        Horses      15.1%      ...
Lifestyle Market• 60% buy prepared feed for their animals• 55% who would switch feed brands for better  nutrition formulat...
www.hubbardlife.com
The Rural Lifestyle Market Relevant Insights • Poultry numbers up significantly - backyard flocks •         “backyard chic...
The Rural Lifestyle Market                      “They’re hungry for                 information and community” •          ...
The Rural Lifestyle Market Market Potential • Tractor Supply Company (TSC) estimates that $5.5   billion is spent by this ...
Hubbards Current Situation• Hubbard’s legacy is as a large-volume, commercial  livestock feed manufacturer• Hubbard’s curr...
The Rural Lifestyle Market Hubbard Strengths • Strong, established dealer network • Strategic plant locations and producti...
The Rural Lifestyle Market Hubbard Weaknesses • Limited brand awareness • Late entry into market • Lack of distribution in...
Hubbard Lifestyle Vision• Build the products, support and marketing program  on the Hubbard brand.• Build Hubbard Brand Lo...
Hubbard Lifestyle VisionThe Plan• Hubbard Life Program will be introduced in 3 Steps.   – Initial introduction at 2011 Nat...
Specie Groups               Lifestyle Market Specie GroupsEquine               Sheep                Llama/AlpacaPoultry (F...
Pet Food Program• New program – Improved Formulations• New Bag Design   – 40 lb size   – Composite bag• Tradition Pet Food...
Pet Food ProgramITEM          Protein/Fat   Bag Size         Bag TypePuppy Food      28/12         40 lb          Composit...
www.hubbardlife.com
The Bag is the Tag• Hubbard Life Story• Feeding Directions• Statement of Nutritional  Adequacy• Guaranteed Analysis• Ingre...
www.hubbardlife.com
www.hubbardlife.com
• 31% Protein   −   Chicken Meal• 10% Fat• 18 lb or 40 lb   −   Composite bag        www.hubbardlife.com
•   Economical•   Farm Dog•   50 lb Kraft Bag•   2X Palatability    Factors        www.hubbardlife.com
Horse Feed Program• New & Improved Program   – Evaluated and consolidated• New Bag Design   – 50 lb size   – Composite bag...
Horse Feed ProgramITEM          Protein/Fat   Bag Size       Bag TypeSummit           14/6        50 lb        CompositeCo...
www.hubbardlife.com
www.hubbardlife.com
• Economical• 12% Protein• Pelleted or  Texturized• 50 lb Kraft Bag    www.hubbardlife.com
Homestead® – Farm Flock• Homestead Program becomes     Hubbard Life Homestead Poultry Feeds• Core program remains the same...
Homestead® Poultry FeedsITEM             Protein/Fat/Lys   Bag Size   Bag TypePoultry            16/3/0.85        50 lb   ...
www.hubbardlife.com
www.hubbardlife.com
www.hubbardlife.com
Online Presence• NEW website launched  in October• Dealer Portal• Hubbard Life Blog• Social Media  – Facebook, Twitter and...
Marketing Tools• Dealer Brochure  – Introduces Hubbard Life Program  – Core values  – Market opportunity  – Dealer benefit...
Marketing Tools•   Product Brochures•   Product Information Sheets•   Feeding & Conversion Charts•   Point-of-Purchase Pro...
Marketing Tools•   Trade Show Display•   Hubbard Life Banners•   Frequent Buyer Cards for Horse & Pet Food•   Hubbard Life...
Product Training• Training provided by Dr. Ed Bonnette and Dr. Doug  Pamp   – Mike Zeneri – Pro Pet   – Specialists – “Cha...
National Advertising• Ads placed in Hobby Farms and Living the  Country Life   –   2 issues – Hobby Farms   –   4 issues –...
For Hubbard Dealers  Hubbard Life is    EXCLUSIVEto Hubbard Dealers                  www.hubbardlife.com
Are you a Hubbard Life Dealer?•   Open after 5:00pm week nights•   Open on weekends•   Accessible•   Clean•   User friendl...
Thanks for your support    launching theHubbard Life Program!                 www.hubbardlife.com
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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.

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Hubbard Life Animal Feed - November 2011

  1. 1. Nutrition for LifeDouglas E. Pamp, Ph.D., PAS, Hubbard Life Product Manager www.hubbardlife.com
  2. 2. Embrace Change www.hubbardlife.com
  3. 3. Lifestyle Market Analysis • Market Survey – 117 Hubbard Lifestyle dealers – 300 + customers • Questions – Competition – Packaging – Product blend – Who/What/Where www.hubbardlife.com
  4. 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. 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. 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. 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. 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. 9. www.hubbardlife.com
  10. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 21. www.hubbardlife.com
  22. 22. The Bag is the Tag• Hubbard Life Story• Feeding Directions• Statement of Nutritional Adequacy• Guaranteed Analysis• Ingredient Listing www.hubbardlife.com
  23. 23. www.hubbardlife.com
  24. 24. www.hubbardlife.com
  25. 25. • 31% Protein − Chicken Meal• 10% Fat• 18 lb or 40 lb − Composite bag www.hubbardlife.com
  26. 26. • Economical• Farm Dog• 50 lb Kraft Bag• 2X Palatability Factors www.hubbardlife.com
  27. 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. 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. 29. www.hubbardlife.com
  30. 30. www.hubbardlife.com
  31. 31. • Economical• 12% Protein• Pelleted or Texturized• 50 lb Kraft Bag www.hubbardlife.com
  32. 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. 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. 34. www.hubbardlife.com
  35. 35. www.hubbardlife.com
  36. 36. www.hubbardlife.com
  37. 37. Online Presence• NEW website launched in October• Dealer Portal• Hubbard Life Blog• Social Media – Facebook, Twitter and Flickr. www.hubbardlife.com
  38. 38. Marketing Tools• Dealer Brochure – Introduces Hubbard Life Program – Core values – Market opportunity – Dealer benefits – Product awareness www.hubbardlife.com
  39. 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. 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. 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. 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. 43. For Hubbard Dealers Hubbard Life is EXCLUSIVEto Hubbard Dealers www.hubbardlife.com
  44. 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. 45. Thanks for your support launching theHubbard Life Program! www.hubbardlife.com

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