Marketing Proposal For. Double J Club Lambs

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Gladys Douglas
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1 Marketing Proposal For Double J Club Lambs PB & J Marketing Consultants Intro to Marketing Period 2 6/4/13 Jessica Juvinall and Paige Berriochoa

2 Background The lamb industry is rapidly changing. From commercial quality lambs to high quality club lambs. This transition began and quickly took off. Many breeders are seeking superior genetics in the lambs. The west coast is behind the mid-west when it comes to the current trend. Many people do not understand the feeling of walking in to the ring with a lamb at a national show. The adrenaline you get when it s only you two other lambs for overall champion market lamb is unlike any other feeling. Maybe only kids that livestock can understand that feeling when the judge walks up to and shakes your hand as the grand champion. We want to help Double J Club Lambs allow more kids who show livestock to be able to walk out of the show ring with a purple banner and new belt buckle. Double J Club Lambs has focused on having high quality livestock that follows the current trend. They have 7 ewes that they breed and have lambs in the fall. They are a small production with big potential! Their next step is to bring the superior buck Predator to the west coast. Double J club Lambs have continued to grow but, with the economy and the increase in small breeding production they are seeking a boost. They found PB & J marketing consultants to create their new image that will draw people in from across the nation. Market Analysis A. Clients status is current market

3 Currently Double J Club lambs are very successful. The owner: Jessica Juvinall has carefully chosen her ewes. She has shown all of her ewes and each and every one has been very competitive. She has bred to Boatman genetics in the past done well. She has made profits each year and enough that she can afford to continue to purchase new livestock. Her and her mother Chris has thought through the choice of the bucks they breed to and both decided that they want new genetics. The company is doing well but Jessica in a phone interview said that their production as ready to improve. They have been making money each year but want more interest in their livestock. Chris, Jessica s mother stated, Our lambs have been good, but we want to step up our game and make the big time breeders be worried. Clearly, they want to be more competitive in the show world. B. Industry Trends The show lamb industry is booming. The quality has increased quickly and continuing to change little by little each year. Finding a buck that will stay in style for numerous years can be a challenge. Currently, top bucks that fix the role of many different trends go for thousands of dollars. With the quality increasing and the shows becoming more competitive more and more people are seeking high quality lambs across the nation. C. Buyer Profile and Behavior The target market is aimed towards adults age This aims the product to the parents of 4H and FFA members as well as primary breeders. We plan to aim these new lambs towards people in the Midwest because the numbers of people interested in the industry tend to be more

4 in the Midwest versus the west coast. People across the nation however are going to interested in this genetic line considering the fact that people in this industry are seeking high quality livestock because the will they have to win in the show ring. These lambs are aimed towards breeders who want new genetics and kids who are planning on jackpotting lambs at a high quality level. D. SWOT Analysis All club lambs breeding productions are a threat to Double J Club Lambs. Two primary competitors that Double J club lambs is against are Boatman club lambs and Frink club Lambs. Both are located in Oregon and produce high quality show lambs. 1. Boatman Club Lambs Boatman club lambs consists of ewes and 3-4 bucks. Strengths: They have ewes. They have their own bucks so they do not have breeding fees. They are very well known and established. Weaknesses: They are a big business and not as personal with their buyers. They have higher prices. They have similar genetics and they do not vary. Threats: They threat Double J club lambs because they have more ewes and bucks. They are very established and well known nationally. Lastly, they are on the West Coast as well.

5 Opportunities: They have good partnerships with other breeders. They have more options with the lambs considering they have a significantly larger program. Lastly, they have had their sheep shown at national shows and done very well. 2. Frink Club Lambs Strengths: They have high quality lambs. They have nearly 100 ewes. They have produced many champions. Weaknesses: They do not sell to just anyone. They do not promote beyond the West Coast. Lastly, the prices for high quality lambs are expensive. Threats: They threaten Double J club lambs because they are a bigger program. They have been in production for many more years. They are in the same town as Double J club lambs. Lastly, they purchase new bucks often. Opportunities: They have partnerships with big breeders in the Midwest. They have more ewes. Also, they can change up genetics. 3. Double J club Lambs Strengths: All of the ewes owned by Double J are high quality. Each ewe has different bloodlines. Double J has a personal relationship with her customers. Weaknesses: Double J only has 6 ewes. It is run by a teenager. Budget is limited. Threats: we are a personal business. We are open to new things. We have a variety of genetics.

6 Opportunities: The owners started the production young so they can build up slowly. They can advertise lambs for a low price. They can purchase new genetics. Business Proposition A.Mission Statement Superior genetics bring home the banners. B.Key planning assumptions Assuming people who are already involved in club lambs and jackpotting realize this buck will offer superior genetics that many people will be interested in to improve their livestock. The location of the business may seem like it will harm the outcome of the business however, the people interested in high quality livestock understand that the location doesn t matter. Breeders and competitive showman who compete at high levels are willing to travel and ship livestock if the animals are good enough. This buck will provide livestock that stays in style, is competitive at county fairs and jackpots as well as provide good ewes in the pasture. C. Short term and long term goals 1. The short term goal is to get the word out to many people across the west coast and produce 3 county fair champions in 1 year.

7 2. Long term goal is to advertise the genetics to people across the nation and have 10 lambs compete at national shows and have won 10 county fairs, 3 jackpots and won 2 classes at national shows within 5 years. D. Target market This product will be aimed towards people who own a club lamb production and jackpot at a national level. 1. Adults age who are involved with livestock 2. Parents to kids who show at their county fair 3. Any club lamb breeders E. Value Added All new superior genetics on the west coast! We will bring competitive lambs to the top with these new genetics. This year Double J Club Lambs will breed their 6 ewes to Predator. He is a high quality buck that is very well proven. His offspring are powerful, structurally correct and pretty to look at. He produces them right and the offspring are killers in the show ring across the nation. It s time to get some Predator genetics on the West Coast. We are confident in these new genetics. The truth will show next year in the show ring and if all goes as planned there will be someone new with the banner in their hands, the buckle on their belt and grin on their face as they leave the stock show.

8 Strategies and marketing action plan 1. Product- The product we are offering is the offspring of Double J club lambs ewe bred to Predator. Predator offers superior genetics that the west coast has never seen. The buck has proven to generate stout, powerful lambs that excel in the show ring and in the pasture. He puts a big rack and big loin eye area on the lambs. 2. Price- The price will range depending on the quality of the lamb and the genetics. Bucks will be more expensive than market lambs. The ewes going into a breeding program will range on price. The price will begin at $500 a head and go up from there depending. Buyers that return year after year will begin to receive a discount. 3. Place- the lambs will be born in Medford, Oregon at Double J club lambs farm. People will have the option of coming to the farm to view lambs at a young age or receive pictures. The buyers of lamb will be able to either come to the farm to pick up lambs or the lambs can be shipped to a closer destination. Double J club lambs will pay for 25% of the shipping cost if they are being shipped further than 1,000 miles. 4. Promotion- Research has proven that club lamb productions are advertised in many different ways. One of the most common types is by the internet. Locally, flyers are very effective ways. Another, idea that PB&J marketing decided would be helpful is to have a showmen attend numerous shows with the lambs out of Double J club lambs ewes to promote the breeding program. We chose three primary advertising types: to create a website for Double J club lambs to promote the program and advertise the new buck purchase, make a Facebook page for the program and make a new flyer based on the new buck.

9 1. Traditional media a. An ad at the 4H extension center b. An ad in the 4H newsletter c. Banners and Flyers posted at the local feed stores, fairgrounds and local shows. d. Put an ad in the Drive magazine 2. News and social Media a. Create a Facebook page b. Create a website c. Free internet advertising EX. Craigslist After surveying 20 people involved with livestock we got results that support that bringing new genetics will be effective to Double J Club Lambs.

10 lambs vs other livestock lambs other livestock 9 Location where projects are purchased Location where projects are purchased Local out of town both

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