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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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www.hubbardlife.com
Douglas E. Pamp, Ph.D., PAS, Hubbard Life Product Manager
Nutrition for Life
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Change
Challenge
Opportunity
Growth
Profit
Embrace Change
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• Market Survey– 117 Hubbard Lifestyle dealers– 300 + customers
• Questions– Competition– Packaging– Product blend– Who/What/Where
Lifestyle Market Analysis
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• 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
Survey Take Home
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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
The Rural Lifestyle Market
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• 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
Powerful Market
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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%
Animals They Own
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• 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
Lifestyle Market
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Relevant Insights• Poultry numbers up significantly - backyard flocks• “backyard chickens” 2.67 million results
– increased 5x in 12 months
The Rural Lifestyle Market
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• : 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)
“They’re hungry for information and community”
The Rural Lifestyle Market
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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.
The Rural Lifestyle Market
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• Hubbard’s legacy is as a large-volume, commercial livestock feed manufacturer
• Hubbard’s current position in this market– Strengths– Weaknesses
Hubbard's Current Situation
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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
The Rural Lifestyle Market
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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
The Rural Lifestyle Market
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Hubbard Lifestyle Vision
• Build the products, support and marketing program on the Hubbard brand.
• Build Hubbard Brand Loyalty• “Hubbard for Life”
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Hubbard Lifestyle Vision
The 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
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Lifestyle Market Specie Groups
Equine Sheep Llama/AlpacaPoultry (Farm Flock) - Homestead
Goats Mini pigs
Pet (Dog and Cat) Small Farm (Beef, Dairy and Swine)
Ratite
Rabbit Chinchilla
FerretFish & AquaticsGame BirdsWildlife
Specie Groups
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• 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:
Pet Food Program
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ITEM Protein/Fat Bag Size Bag Type
Puppy Food 28/12 40 lb Composite
Adult Maintenance
22/10 40 lb Composite
Happy Hound 27/15 40 lb Composite
Premium Adult
26/18 40 lb Composite
High Energy 24/20 40 lb Composite
Country Balance
21/9 50 lb Kraft - multiwall
Cat Stars 31/10 18 & 40 lb Composite
Pet Food Program
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The Bag is the Tag
• Hubbard Life Story
• Feeding Directions
• Statement of Nutritional Adequacy
• Guaranteed Analysis
• Ingredient Listing
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• 31% Protein− Chicken Meal
• 10% Fat• 18 lb or 40 lb
− Composite bag
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• Economical• Farm Dog• 50 lb Kraft Bag• 2X Palatability
Factors
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• 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:
Horse Feed Program
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ITEM Protein/Fat Bag Size Bag Type
Summit 14/6 50 lb Composite
Cool Command
13/7 50 lb Composite
Senior 13/5 50 lb Composite
Performance 12/6 50 lb Composite
30% Supplement
30/2.5 50 lb Composite
Mineral 25 lb CompositeEqui-Star 12/3 50 lb Kraft -
multiwall
Horse Feed Program
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• Economical• 12% Protein• Pelleted or
Texturized• 50 lb Kraft Bag
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• 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
Homestead® – Farm Flock
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ITEM Protein/Fat/Lys Bag Size Bag Type
Poultry Developer
16/3/0.85 50 lb Composite
FastGrow 20/3/1.09 50 lb Composite
Layer 17/3/0.70 50 lb Composite
Chic-En-Egg Concentrate
38/1.0/2.2 50 lb Composite
Duck & Goose 18/3/0.87 50 lb Composite
Turkey Starter 26/2.5/1.7 50 lb Composite
Homestead® Poultry Feeds
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• NEW website launched in October
• Dealer Portal• Hubbard Life Blog• Social Media
– Facebook, Twitter and Flickr.
Online Presence
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• Dealer Brochure– Introduces Hubbard Life Program – Core values– Market opportunity– Dealer benefits– Product awareness
Marketing Tools
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• Product Brochures• Product Information Sheets• Feeding & Conversion Charts• Point-of-Purchase Product Cards
– with QR Codes to aid in website interaction
Marketing Tools
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• Trade Show Display• Hubbard Life Banners• Frequent Buyer Cards for Horse & Pet Food• Hubbard Life Wearable's
– Shirts, hats, etc.
• Ads for dealer placement
Marketing Tools
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• 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
Product Training
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• 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
National Advertising
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Hubbard Life is EXCLUSIVE
to Hubbard Dealers
For Hubbard Dealers
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• Open after 5:00pm week nights• Open on weekends• Accessible • Clean• User friendly• Customer friendly
Are you a Hubbard Life Dealer?
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Thanks for your support launching the
Hubbard Life Program!
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