PORK PRODUCERS

REALIZE VALUE

WITH NEW ANTIBIOTIC

Capability: Market Insight  Marketing Communications

Business Objective

  • Convince pork producers to use new, higher cost antibiotic for complex swine respiratory disease while industry experiences lower prices

Strategy

  • Campaign for 2.5X price increase on current treatment was built on word “Save” to emphasize the benefits of bigger spend with immediate payback
  • Sales promotion built on savings was launched and web site content was created to allow producer to calculate savings in real time

Results

  • Product became market leader within first year of introduction
  • Antibiotic has now been formulated and introduced into beef and dairy industry and is a dynamic profit generator for the company
Pig looking out of pen

Related Case Studies

  • All