Marketing Simmental Cattle2 - Savana.cz€¢ Marketing plan includes print advertising, video...
Transcript of Marketing Simmental Cattle2 - Savana.cz€¢ Marketing plan includes print advertising, video...
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Marketing Simmental CattleAlana Lunn
Canadian Simmental Association
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• What is marketing?• How does it relate to Simmental Cattle?• Marketing methods• Getting the job done
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What is marketing?• “Mystique” around marketing• More than a few ads in the paper• Marketing is the satisfaction of needs
and wants through the sale of your products or services
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Know your product … Simmental• Known for their maternal strengths
and proven performance
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Know your product … Simmental• Can also be used successfully as a
terminal sire
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Know your product … Simmental• Purebred genetics evolved to create large diversity in the
breed and great effectiveness in the Canadian commercial cattle industry
• 2nd largest breed in Canada
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Simmental & Marketing• Demographics – where are the cattle
& your potential customers
– 5.5 million beef cows in Canada– Approximately 200,000 bulls needed– 30,000 Simmental cows enrolled
annually– Lots of room for growth!
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Know your market
Elite PurebredBreeder
Seedstock/ PurebredBreeder
Large Commercial Producer
Small Commercial Producer
Over 5,000,000 beef cows in Canada in September 2005
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Know your customer• Herd size, cow herd description, how they market
their calves, goals• Need to know what is important to your customer
– Birth Weight– Growth– Maternal qualities– Carcass traits– disposition– Breeder integrity– Price
• Information about family, likes, dislikes, past buying experiences, etc.
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CSA Commercial Survey• 672 responses • The majority of the people were not
purebred Simmental breeders and nearly half were not in our existing commercial database
• The responses came from producers across Canada and herd size varied from no cows to 700. The majority of the producers had fewer than 100 cows (55%).
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Traits Used for Bull Selection
0100200300400500600700
BWPhe
notyp
eCarca
ss
EPDsFrame si
zeHide c
olor
Polled
ness
Price
TF
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5Scrotal Circ.4feed conversion6thickness6Weaing Weight7Milk
11Dam10Breeder19soundness68Disposition
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Marketing Methods• Advertising
– Print– Radio– Television
• Promotion– Website– Shows– Sponsorship– Production sale
• Customer service– Customer appreciation– Heifer buy-back or sale option– Bull buy-back option– Wintering
• Price
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Canadian Simmental Association
• Identified the Commercial Beef Industry as our target– Largest area for growth through the sale
of bulls and generating new seedstockbreeders
• Marketing plan includes print advertising, video advertising, relationship building, education and customer service
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• Maternal strengths of Simmental– Commercial producers should have
Simmental in their cross bred cows to strengthen the maternal qualities in their herd (milk, weaning weight, mothering ability, etc.)
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• Carcass potential of Simmental– Increased focus from feedlot and
packing industry
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• Video/Television advertising
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• Important to tell our customers who and what we are and what we can offer them – if we don’t do it, they will do it for us
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“When I am looking for a bull to fit into our commercial herd, there are a few things I’d like to take for granted. Not necessarily in order of importance, these essential genetic characteristics are good temperament, calving ease, and good feet and legs. I am most impressed with the Simmental breed’s ability to provide my commercial herd with these essentials.” Maggie Dulaney-BrecknockWhite Haven Farms,Innisfail, AB
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CSA Promotional Video
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2006 World Simmental CongressPre Congress Tour – July 5-11
(Ontario, Manitoba, Saskatchewan)Congress – July 12 – 16
(Calgary, Alberta)Post Congress Tour – July 17-22
(Alberta – Rocky Mountains)
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Lead the way with your marketing and sales programs!