An animal nutrition company looked to successfully launch a product into a new animal market and drive growth for the company, along with a secondary goal to position the private equity-owned company for potential acquisition.
Brand Awareness, Product Launch, Strategy
While the initial soft launch of a new product for poultry had some success in one specific poultry market segment, it fell short of this animal nutrition company’s goals. The company needed to build awareness of its new product within all poultry market segments.
Combining our decades of experience in agriculture with our expertise in strategic communications planning and stakeholder engagement, we developed a strategy to increase awareness and support growth goals for the poultry product, as well as the company overall.
A strategic product launch at a major industry convention and ongoing marketing plan built brand awareness among all the target stakeholders about the benefits the product could deliver.
We used our Aligning for Action strategic planning process to engage company leadership in an exercise to prioritize key stakeholders (vets, nutritionists and poultry production managers) and align the team around common goals. That process included:
- Linking all messaging and strategies to the business goals and market realities of the target stakeholders.
- Delivering vital market and audience insights to inform messaging and strategic recommendations.
Then, we developed a marketing plan to relaunch the poultry product at a major Midwest conference. Our plan built brand awareness and reached target stakeholders with messages about the benefits the product could deliver to their operations.