drinkstone presentation
TRANSCRIPT
Marketing atMarketing at
Arnold Park, Drinkstone, Hawick, Scottish Borders,t: 01450 370795 M: 07860 389 773 [email protected]
www.drinkstone.comwww.drinkstone.com
Overview• Creating a point of difference
Elite performance genetics
• Proven achievements Through recording
• Marketing semen and ramsThe impact of Drinkstone Suffolk Sheep
• Marketing strategy Knowing Drinkstone customer Knowning the tools to promote Drinkstone
• Where next for Drinkstone?Increasing demand against the tide
Not just Suffolks
• Suffolk UK’s leading native terminal sire. • Ticks boxes producing fast growing slaughter lambs• Profitable sheep production is the fast, efficient growth of lambs
(18 – 21kg)• Use of recording in sheep industry is a means of protecting
returns.• Drinkstone Suffolks enhancing returns
Genetic Trends
00.5
11.5
22.5
33.5
44.5
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
BreedSRSDrinkstone
Enhancing returns• Drinkstone Suffolk flock’s ram average index is
better than the top 5%• National Suffolk Breeding Evaluation Index
• Drinkstone’s top Suffolk lamb this year has an index of £6.16.
Top 50% Top 25% Top 10% Top 5%£1.85 £2.28 £2.91 £3.49
Sire No. Progeny in 2007
Sired by Flock W Rams 857Sired by Y68 Rams 771Sired by Flock X Rams 708Sired by Flock Y Rams 694Sired by Flock Z Rams 507
15,688
genetics - making an impact
Sire No. Progeny in 2007
Average Index of Lambs
Sired by Flock W Rams 857 £1.37Sired by Y68 Rams 771 £3.55Sired by Flock X Rams 708 £1.20Sired by Flock Y Rams 694 £1.66Sired by Flock Z Rams 507 £1.49
15,688 £1.74
Drinkstone genetics are having an impact
Not just Drinkstone Suffolks ...
Drinkstone North Star EBVs:8wk weight 7.23kgScan Weight 14.89kgMuscle Depth 3.79mmIndex 401
Scan weight Muscle dept Index
Drinkstone average 10.39kg 3.25 284National Texel average 4.84kg 0.95 174
Marketing and Sales Strategy
• Meeting customer needs• Different breeding lines
• Contact with customers• Postcards, emails, phone calls, shows, sales
• Promotion• Internet, catalogues, farm visits,
recommendation
• After sales care• Paper work, guarantee, records, follow up calls
website
THE BUTTONS:Origins
RamsHome News
Export & Health Performance
Contacts Scans
Drinkstone catalogue entries uploaded to webAnnual Kelso entry permanently on website Shows prospective buyers EBVs of rams for saleShop window – open 24/7 providing spec Drinkstone flock and semen,
rams, females for sale
On line catalogue information
Breeders are looking for EBVs..
Shrewsbury Suffolk Sale 2007• Top 5% Index - 14 sold to average 1541gns • Top 10% Index - 16 sold to average 1365gns• Sale average circa 1000gns
Drinkstone, Y68 J14 National Suffolk sale 2007Top price, recorded ram lamb
5,200gns
The Future for Drinkstone Genetics
1. What is the market?Semen, ram, female sales? Pedigree or commercial?
2. Where is the market?Auctions - profile for Drinkstone at Kelso, provides a benchmark On-farm – High health status, farm to farm bio securityOverseas – limited to semen and embryos while blue tongue FMD problems exist (vulnerable)
3. Future breeding decisionsA change of direction or a change of pace?Flocks getting larger? Greater accountability
4. Future marketing strategiesDrinkstone continue to increase growth rate, lean meat %Push back export boundaries
DRINKSTONE MARKETING
2007 top two Texel ram lamb indexes2007 top Suffolk ram lamb index (pictured)Find a nicheCreate a productMarket a brand
NOT JUST SHEEP
“SHEEP”
www.drinkstone.com