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Use of Single Diet Feeding Program for Broilers

Use of Single Diet Feeding Program for Broilers. [Z. HONZÍK]. Present situation. Market situation Market potential. Resources. Agicultural magazine - FEEX MIX 3/2003 D.O. Skinner-Noble, J.G. Berry and R.G. Teeter - Use of Single Diet Feeding Program for Female Broilers

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Use of Single Diet Feeding Program for Broilers

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  1. Use of Single Diet Feeding Program for Broilers [Z. HONZÍK]

  2. Present situation • Market situation • Market potential

  3. Resources • Agicultural magazine - FEEX MIX 3/2003 • D.O. Skinner-Noble, J.G. Berry and R.G. Teeter - Use of Single Diet Feeding Program for Female Broilers • Total gain was unchanged • Total feed intake was unchanged • Feed conversion was unchanged • Carcass value was unchanged • Ekonomical results was unchanged • Price lists • Result from field test

  4. Resources Questionnaire for producers

  5. Resources Questionnaire for customers

  6. Producers Easier production Reduction „Lost time“ Less formulas Less components Simplier manipulation Simplier distribution Better stock organization Customers Simplier handling Less feed losses Simplier feed system Less operation costs More comfortable negative reference to news Conventionalism Preference other problems Advantages

  7. Goals – for 2004 year • to intruduce new product on the CZ market • to get new customers and to increase market share • to get 15% customers in the group „big-old“ customers • to get 3% new customers in the group „big-new“ customers • to reach 20% from total produced broiler feeds

  8. Goals – for 2005 year • to reach 50% - from total production • to get 10% new customers in the group „big-new“ customers

  9. Segmentation - criteria • Size of flock • Business duration • Personal contacts • One day consumption

  10. Segmentation • „OLD-BIG“ • „OLD-SMALL“ • „NEW-BIG“ • „NEW-SMALL“

  11. Marketing Mix • Price - strategy • Market sensitivity • Competitors • Product stage • After sales support

  12. Marketing mix • Product • Distribution • Promotion

  13. Promotion – „big“ customers • General • Magazines (Náš chov, Krmvářství) • Goal-directed • Workshops • Direct mailing • Personal meetings

  14. Promotion – „big“ customers • Personal responsibility • Training – sale skills • Time table • Feedback • Reaction

  15. Promotion – „old-big“ customers Feedback

  16. Promotion – „new-big“ customers Feedback

  17. Promotion – „small“ customers • General information • Leaflets on the bags

  18. Promotion • Budget • Magazines – 20 000 CZK • Leaflets – 30 000 CZK • Direct mailing - 10 000 CZK • Workshops - 40 000 CZK

  19. Stages and strategies • Launch new product • Growth period • Adult product • Drop period

  20. Stage New product for old market No problems with production, distribution Promotion Price Strategy Slow penetration and colletion Experimenter Good price Direct sale Personal contacts Launch new product

  21. Stage Start – 10% from total production Strategy Promotion Feedback!!! Aftersales support Growth period

  22. Stage Target was reached Good expierence Customers are satisfied Strategy Aftersales support Personal support Personal visit Price reduction Adult period

  23. Stage Production drop under 40% Drop in number of animals Better competitors price Better competitors behavior Quality problems Strategy To find out reasons Respons. Leader Corrective reaction Economic evaluation Decision for next steps Drop period

  24. Timeschedule - milestone Target 1 General info. Target 2 Workshops + DM Target 3 Personal visits Target 4 First customer Target 5 02 03 04 05 06 07 08 09 10 11 12 01 02 03 04 05 06 07 08 09 10 11 12 2004 2005

  25. Success criterion • to get 15% customers in the group „big-old“ customers • to get 3% new customers in the group „big-new“ customers • to reach 20% from total produced broiler feeds • to reach 50% - from total production • to get 10% new customers in the group „big-new“ customers

  26. Project members - RESPONSIBILITY Project leader Sale people Customers

  27. Project leader • Main function • Sales people control • Promotion • Feedback analyse • Price development • Aftersales support

  28. Project leader tasks • Stage „Launch“ • Project - Start up • General promotion • Workshops • Training • Feedback – data collecting • Data analyse • Corrective action

  29. Project leader tasks • Stage „Growth“ • Direct mailing • Workshops • Training • Feedback – data collecting • Data analyse • Corrective action

  30. Project leader tasks • Stage „Adult product“ • Data collection • Price • Sales training • Supervision • After sales support

  31. Project leader tasks • Drop period • Analyse • Price • Promotion • After sales support • Close project

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