Capability: 
Market Strategy Market Communications
Axiom Tools: Advertising Collateral
Business Objective
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Manage a joint venture launch of a gluconeogenic propionate with bioavailable micro-ingredients to provide exceptional energy in transition cows
Strategy
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Create marketing and promotional theme centered around, “Prime the Pump”
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Visuals feature antique pumps painted in Holstein and Guernsey breed colors
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Execute integrated marketing campaign: print ads, direct response, trade show exhibits and collateral
Results
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Significantly improved transition results from increased dry matter intake to peak milk production
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Generated new revenue stream for 2 feed companies
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Product continues to be a top choice for transition cows in the dairy industry
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