Brand Presentation UofA

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The Poultry Industry Lilydale: The Organization Lilydale: Marketing Strategy Today’s Presentation

Slide3: 

Supply Demand Competition Customer Consumer The Poultry Industry: Key Factors

Slide4: 

Supply Demand Competition Customer Consumer The Poultry Industry: Key Factors

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Supply: Chicken Production 2001 / 1992 = 67% Growth CFC Chicken Data Handbook 2002

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Supply: Turkey Production CTMA Canadian Turkey Facts 2002 2001 / 1981 = 60% Growth

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Supply: Chicken Inventory Inventories Tripled Between 1992 & 2002 CFC Chicken Data Handbook 2002

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Supply: Turkey Inventory Jan / May CTMA Canadian Turkey Facts 2002 Inventories Exhibit Steady Growth Throughout

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Supply: Chicken Imports CFC Chicken Data Handbook 2002 1992 = 8.3% of Production – 2001 = 10.6%

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Supply: Turkey Imports 25% Increase in Imports as a Percent of Production CTMA Canadian Turkey Facts 2002

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Supply Demand Competition Customer Consumer The Poultry Industry: Key Factors

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Demand: Share of Purchase CFC Chicken Data Handbook 2002 77% Increase in Chicken Share – Turkey = No Change

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CFC Chicken Data Handbook 2002 Demand: Consumption Patterns Chicken Consumption Doubled – Turkey Steady

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Supply Demand Competition Customer Consumer The Poultry Industry: Key Factors

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Many Participants Large and Small In 2002, 135 Poultry Processing Plants. 76 Provincially Inspected 59 Federally Inspected 75 in Ontario 24 in Quebec Competition

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Supply Demand Competition Customer Consumer The Poultry Industry: Key Factors

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Retail – 64% of Market Food Service – 36% of Market Industrial Customer

Slide18: 

Supply Demand Competition Customer Consumer The Poultry Industry: Key Factors

Lifestyle Trends: 

Lifestyle Trends Focus on taste and flavor Healthy, nutritional Easy-to-prepare products - Convenience Humane treatment HMR Growth - Convenience Food Security – No change in perception (NPD) Price – Value equation

Where Canadians Eat Their Meals: 

Where Canadians Eat Their Meals Foodservice Facts 2002 - CRFA

How Canadians Prepare Dinner at Home: 

How Canadians Prepare Dinner at Home Foodservice Facts 2002 - CRFA

Niche Chickens: 

Niche Chickens CFC Study: 2002

Consumer Concerns: 

Consumer Concerns Over 60% of the consumers see additives and supplements as a concern when choosing what to eat Hormone Supplements/Steroids are illegal in Canada What consumers believe is given to chicken Hormone Supplements/Steroids 69% Genetically Modified Organisms 45% Antibiotics 62% Food Treated with Pesticides 56% CFC Study: 2002

Slide24: 

The Poultry Industry Lilydale: The Organization Lilydale: Marketing Strategy Today’s Presentation

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Who is Lilydale? Where is Lilydale? What is Lilydale? Product Place Price Promotion Lilydale Co-operative: The Organization

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Farmer Owned Co-operative 650 Active Members Canada’s Largest Poultry Company 2800 Employees 1: Who is Lilydale?

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Processing Facility Sales Office Victoria Port Coquitlam Abbotsford Lethbridge Calgary Edmonton Wynyard Regina Saskatoon Winnipeg Toronto St. Saveur 2: Where is Lilydale?

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Fresh Chicken Facilities Calgary, AB Port Coquitlam, BC Wynyard, SA Fresh Turkey Facilities Edmonton, AB Abbotsford, BC. 3: What is Lilydale? Further Processed Poultry Facilities Edmonton, AB Abbotsford, BC

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Process over 203 million kg of poultry annually Poultry Only Processor Exclusive turkey processor in BC, AB and SK Vertically Integrated (with the exception of feed) 3: What is Lilydale?

4: Product - Presentation: 

4: Product - Presentation The best looking chicken in the counter Consistent product trim, placement, and presentation The best looking packaging The latest in technology to deliver consistent, clean, fresh product. The newest Product through a solid Research & Development Process Always searching for new solutions to consumers need and wants. Quality Control and Quality Assurance

4: Product - Packaging: 

4: Product - Packaging

5: Place / Distribution: 

5: Place / Distribution Customer Service – all aspects of the service trail have to be spot on. Logistics that Understands the Needs and Desires of Retail and Food Service Channel

6: Price: 

6: Price Equitable Economic Competitive Value Profitable

Slide34: 

The Poultry Industry Lilydale: The Organization Lilydale: Marketing Strategy Today’s Presentation

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Maintain Approach to “Smart” Inventory Matching Key Inventory Levels to Market Needs Expand Branded Business Support OUR Brand Continued Focus on Costs What is Planned for 2003

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Increase the Share of Products that will be recognized as Lilydale Products by Consumers. This recognition is the basis of trial, then trust, and then, consumer loyalty to the Lilydale brand Focused Categories Include: Fresh Chicken Fresh Turkey Deli Food Service Expand Brand Business

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Decrease traditional approach of Pushing Our Products to Customers Increase consumer Pull of Our Products Through creation of “Brand Demand” Clearly Define Lilydale at Retail/Foodservice Packaging Variances such as the new and old logos need to be made consistent and easily recognized by consumers. Media Advertising (Television Primarily) Ensure the 4Ps of the marketing mix are suited to the overall marketing strategy. Support OUR Brand

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Thank -You