Combining ideas and people to move brands forward August 2, 2012

COMBINING IDEAS AND PEOPLE TO MOVE BRANDS FORWARD

AUGUST 2, 2012

Like the unique combinations of chocolates, we leverage unique combinations of

ideas, capabilities, experience and smart people

The sweet spot

KNOWLEDGE

CR

EATIV

ITY

The sweet spot

Unimaginative?

Always. Unconventional?

Never

Finding the sweet spot

Many of the world’s most respected brands have trusted us to create and

guide their initiatives

Finding the sweet spot

Launching new technologies

Mission Melons

Biotech Squash

Finding your sweet spot

• Make more noise!• Communicate with end users• Implement an aggressive pull strategy• More closely align company and products

FOSTERA™ PCV:A PRODUCT LAUNCH BEYOND THE BOTTLE

KOL Support

Grassroots Interaction

Unique Creative

High standards beyond the bottle

• What do you do when you are third to market and don’t have a significant differential advantage?

• You think beyond the bottle.

High standards beyond the bottle

• Introduced Fostera PCV using a platform of high standards – product benefits, people, processes and services– Driven by PAH field reps– Supported by KOLs– Validated by producers and veterinarians– Promoted through unique creative approach

Visualizing high standards

Digital tool – Premier sales resource

Influencers critical to success

• Eblast

• Direct Mailer

• On-demand presentation

• Veterinarian conference

Public relations to demonstrate high standards

• Honoring Pork Caregivers awards program Recognized those people working in the barns

who consistently reach for higher standards

50 nominations

Five winners received $1,000 and trip to New York City and were honored at a

Leadership Luncheon

• Winners were highlighted:– Print ad in National Hog

Farmer– Direct mailer to producers

and veterinarians– Eblast and banner ads– Salutetoproducers.com– Group and individual media

releases– World Pork Expo

World Pork Expo

Results

• 90% open rate for initial veterinarian eblast; 62% for the reminder eblast

• 16% of swine veterinarians completed the on-demand presentation– Offered for two months, program donated $3,400 to 14 colleges

of veterinary medicine• 75% of key pork media contacts opened release

– Articles appeared in all major pork publications• 1,025 unique users and 3,812 page views to website• 17 print and online articles generated about

Caregivers winners

PORK COMMUNITY :BRINGING CONTENT, EXPERTISE AND VETERINARIANS TOGETHER FOR A WINNING COMBINATION

White papersWebcasts

Disease information

Pork Community

KOLs

Events – Webcasts

Closed Discussion

ForumLive Chats

Reference Library

Disease / Condition

Production Phase

Innovative Pork Solutions

Product Information

Veterinarian input

• Surveyed veterinarians to determine – What they wanted to know– When they wanted to know it– How they wanted to know it

• Continue to seek input to enhance customer experience

Pork Community content

Promoting Pork Community

• Participation encouraged through:– Eblast to AASV list to

enroll– Reminder emails

promoting upcoming webcasts

– Banner ads in AASV E-newsletter

– PAH field rep involvement

Results

• Within two months, more than 20% of swine veterinarians have registered and are active on Pork Community

• 40% viewed the first webcast• 50% viewed the second• 3 KOLs educated Community via webcasts and

Q&As

KRUGER SEEDS: WHAT DO SEED AND ORANGE ICE CREAM HAVE IN COMMON?

Take a tried and true brand to a new level

Make an emotional connection Year 2

Make an emotional connection Year 2

• University Champions positioning highly regarded by customers and dealers

• DSM group most skeptical about UC sustainability and importance

• Kruger enjoys a strong soybean reputation, but corn negatives are greater than expected

• Dealers and customers speak highly about the quality of service and communication with Kruger staff, reps, dealers

Year 3 Positioning for the future

Positioning for the futureYear 3

First class seed. First name service.

“The fact that Kruger wins year after year in university trials is what sold me on their products from the get-go. They’re not afraid to put their seed up against the competition”

- Greg Tople Aberdeen, S.D.

“Kruger does more than supply great seed. They provide resources, from the Web site to test plot results, so I can select the best seed for my acres and put the newest technologies to work on my farm”

- Jerry Graber Marion, S.D.

New Look

“A line outside our tent.”

Online presence

Results

• Internal – and dealer – enthusiasm high• 70% of seed orders placed via

KrugerConnection in first year• 2,000 new visitors and 25,000 page views each

month to website• Outbound emails have a 20 to 40% open rate

CONNECTING WITH AUDIENCES WHERE THEY LIVE

Events

Field Moms Tour

Iowa Corn Indy 250

Case IH Craig Morgan Tour

Illinois Soybean at Nascar

DaBURGER at theBears GamesMcDonalds

Moms

WHAT CAN WE DO FOR YOU?

Your priorities

• Make more noise!• Communicate with end users• Implement an aggressive pull strategy• More closely align company and products

What we do

Strategic

Planning

Brand

Strategy

Corporate

Social

Responsibility

Public

Relations

IssuesManagement

Media

ServicesEvents

SocialMedia

Collater

al

Digital

Advertising

IMC

M&M: Uniquely qualified

KNOWLEDGE

CR

EATIV

ITY

THANK YOU