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.
4. Survey Take Home
• 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
www.hubbardlife.com
5. The Rural Lifestyle Market
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
www.hubbardlife.com
6. Powerful Market
• 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
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7. Animals They Own
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%
www.hubbardlife.com
8. Lifestyle Market
• 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
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10. The Rural Lifestyle Market
Relevant Insights
• Poultry numbers up significantly - backyard flocks
• “backyard chickens” 2.67 million results
– increased 5x in 12 months
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11. The Rural Lifestyle Market
“They’re hungry for
information and community”
• : 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)
www.hubbardlife.com
12. The Rural Lifestyle Market
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.
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13. Hubbard's Current Situation
• Hubbard’s legacy is as a large-volume, commercial
livestock feed manufacturer
• Hubbard’s current position in this market
– Strengths
– Weaknesses
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14. The Rural Lifestyle Market
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
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15. The Rural Lifestyle Market
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
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16. Hubbard Lifestyle Vision
• Build the products, support and marketing program
on the Hubbard brand.
• Build Hubbard Brand Loyalty
• “Hubbard for Life”
www.hubbardlife.com
17. 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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18. Specie Groups
Lifestyle Market Specie Groups
Equine Sheep Llama/Alpaca
Poultry (Farm Goats Mini pigs
Flock) - Homestead
Pet (Dog and Cat) Small Farm (Beef, Ratite
Dairy and Swine)
Rabbit Chinchilla
Ferret
Fish & Aquatics
Game Birds
Wildlife
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19. Pet Food Program
• 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:
www.hubbardlife.com
20. Pet Food Program
ITEM Protein/Fat Bag Size Bag Type
Puppy Food 28/12 40 lb Composite
Adult 22/10 40 lb Composite
Maintenance
Happy Hound 27/15 40 lb Composite
Premium 26/18 40 lb Composite
Adult
High Energy 24/20 40 lb Composite
Country 21/9 50 lb Kraft -
Balance multiwall
Cat Stars 31/10 18 & 40 lb Composite
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22. The Bag is the Tag
• Hubbard Life Story
• Feeding Directions
• Statement of Nutritional
Adequacy
• Guaranteed Analysis
• Ingredient Listing
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25. • 31% Protein
− Chicken Meal
• 10% Fat
• 18 lb or 40 lb
− Composite bag
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26. • Economical
• Farm Dog
• 50 lb Kraft Bag
• 2X Palatability
Factors
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27. Horse Feed Program
• 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:
www.hubbardlife.com
28. Horse Feed Program
ITEM Protein/Fat Bag Size Bag Type
Summit 14/6 50 lb Composite
Cool 13/7 50 lb Composite
Command
Senior 13/5 50 lb Composite
Performance 12/6 50 lb Composite
30% 30/2.5 50 lb Composite
Supplement
Mineral 25 lb Composite
Equi-Star 12/3 50 lb Kraft -
multiwall
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31. • Economical
• 12% Protein
• Pelleted or
Texturized
• 50 lb Kraft Bag
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32. Homestead® – Farm Flock
• 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
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37. Online Presence
• NEW website launched
in October
• Dealer Portal
• Hubbard Life Blog
• Social Media
– Facebook, Twitter and
Flickr.
www.hubbardlife.com
39. Marketing Tools
• Product Brochures
• Product Information Sheets
• Feeding & Conversion Charts
• Point-of-Purchase Product Cards
– with QR Codes to aid in website interaction
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40. Marketing Tools
• Trade Show Display
• Hubbard Life Banners
• Frequent Buyer Cards for Horse & Pet Food
• Hubbard Life Wearable's
– Shirts, hats, etc.
• Ads for dealer placement
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41. Product Training
• 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
www.hubbardlife.com
42. National Advertising
• 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
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43. For Hubbard Dealers
Hubbard Life is
EXCLUSIVE
to Hubbard Dealers
www.hubbardlife.com
44. Are you a Hubbard Life Dealer?
• Open after 5:00pm week nights
• Open on weekends
• Accessible
• Clean
• User friendly
• Customer friendly
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45. Thanks for your support
launching the
Hubbard Life Program!
www.hubbardlife.com
