Client: Merial New Zealand
Entry: Spotlight
Category: Consumer Programs

Boosting market share in the very competitive adult market of dairy cow drench market was the marketing challenge Facing Merial New Zealand.

Increasing sales at calving time was seen as the prime opportunity because of the development of its new product Eprinex.

While in the past it was not possible to treat cows at calving because products had withholding periods, which meant they could not be used in lactating cows. However, one benefit of Eprinex was that it could be used. Extensive testing had shown that there were significant productivity gains to be achieved by treating cows at this time. Merial had incorporated this message in its marketing material with the line 'How would you like an extra $20 return per cow?'

Using a value add to reward consumers for their loyalty was the norm by many animal health companies at the time.  Merial wanted a product they could use to target the diary farmers they wanted to reach with their message. Because of Eprinex's premium pricing, a valued added product to offer at the point of purchase was used as an added incentive for the consumer to buy, and in bulk.

To appeal the product had to have a high-perceived value: be of good quality: durable and practical.

The cordless and rechargeable spotlight was chosen because of its practicality and its suitability for the target market who were often working outside before dawn or after dark.

The product was supported by point of sale material, which incorporated the spotlight theme in the "Spot the opportunity" tag line. Framers received the product when they purchased a five-litre pack over the 2.5 litres one.

The campaign not only exceeded sales targets but managed to do so a month ahead of time. The popularity meant additional spotlights needed to be purchased.

The client said....

This promotion was one of the most successful ever conducted by the company. "The Merial offering of a premium brand and a strong valued-add enabled us to command a leading position in this very competitive market segment". "The success of the promotion was also very motivational for the Merial sales team as all elements came together perfectly and was well received and supported by their customers."

Mike Stephens
Marketing
Merial New Zealand