Feed Strategy - May 2019 - 28

28 ❙ FeedStrategy

FEED ACADEMY
BY IOANNIS MAVROMICHALIS, PH.D.

Marketing nutrition by
blaming other products
This is, perhaps, the most popular method
of marketing nutrition products today.
disappointments even worse, it is easy to switch
suppliers in anticipation of finding the miracle
solution to a perennial problem - especially one
that often has nothing or little to do with nutrition. But people sell to people, and psychology
of sales has a lot to say about how and why this
method of selling/marketing is working.

End result: a quick sale
Again, this is not the proper way of promoting
one's own products, but lamentably it is the most
commonly used, and admittedly it becomes
increasingly successful. Perhaps this is because
clients are diverted from real solutions by the
constant need to increase sales of nutrition products instead of helping our customers to remain
profitable, or those who promote such products
are unable to identify the true cause of problems
and thus remain unable to offer a real solution.
Everything is based on the principle, "if the
competitor's product is not helping you, why not try
my product?" Perhaps this approach sounds naïve
enough but, in practice, it has replaced the laborious
and time-consuming approach of working through

Read blogs by Ioannis Mavromichalis: www.WATTAgNet.com/blogs/13

www.WATTAgNet.com ❙ May 2019

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T

hose who have nothing good to say about
their own products or services instead identify true or imaginary faults in the products
of others. This is unfortunately the case, at least
sometimes, even for those who have something
good to say about their own products. Perhaps, it is
natural or easier for some to blame other products
rather than praise their own. Or, perhaps, they
find it easier to anchor their conversation
using the latest complaint of a potential customer and then transfer
the complaint to the competitor's
product nearest to such problem. They
hope, of course, to convince the potential
customer to switch suppliers in anticipation of
earning business.
This is not the only way of conducting business in this industry, but with nutrition being
constantly blamed (rightly or wrongly) for almost
everything, it becomes an easy target to blame
the nutrition efforts of the competition. After
all, nutrition has been promising to resolve all
problems, especially since the advent of additives. Thus, when expectations are high, and


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Feed Strategy - May 2019

Table of Contents for the Digital Edition of Feed Strategy - May 2019

Feed Strategy - May 2019
Contents
In the Mix
Industry Happenings
African swine fever: What feed manufacturers need to know
Year of the Pig: A look at China’s declining pork consumption
Asia’s poultry producers expect strong results in 2019
Add value to piglet diets with molasses
Marketing nutrition by blaming other products
How feed additives can reduce greenhouse gas emissions
Americans seek more protein, but not all animal based
What is the best heifer-weaning index?
VICTAM International a one-stop show for animal feed processors
Products
Advertisers’ Index
Feed Strategy - May 2019 - CT1
Feed Strategy - May 2019 - CT2
Feed Strategy - May 2019 - Feed Strategy - May 2019
Feed Strategy - May 2019 - Cover2
Feed Strategy - May 2019 - Contents
Feed Strategy - May 2019 - In the Mix
Feed Strategy - May 2019 - Industry Happenings
Feed Strategy - May 2019 - African swine fever: What feed manufacturers need to know
Feed Strategy - May 2019 - 5
Feed Strategy - May 2019 - 6
Feed Strategy - May 2019 - 7
Feed Strategy - May 2019 - 8
Feed Strategy - May 2019 - 9
Feed Strategy - May 2019 - 10
Feed Strategy - May 2019 - 11
Feed Strategy - May 2019 - 12
Feed Strategy - May 2019 - 13
Feed Strategy - May 2019 - Year of the Pig: A look at China’s declining pork consumption
Feed Strategy - May 2019 - 15
Feed Strategy - May 2019 - 16
Feed Strategy - May 2019 - 17
Feed Strategy - May 2019 - 18
Feed Strategy - May 2019 - 19
Feed Strategy - May 2019 - Asia’s poultry producers expect strong results in 2019
Feed Strategy - May 2019 - 21
Feed Strategy - May 2019 - 22
Feed Strategy - May 2019 - 23
Feed Strategy - May 2019 - Add value to piglet diets with molasses
Feed Strategy - May 2019 - 25
Feed Strategy - May 2019 - 26
Feed Strategy - May 2019 - 27
Feed Strategy - May 2019 - Marketing nutrition by blaming other products
Feed Strategy - May 2019 - 29
Feed Strategy - May 2019 - How feed additives can reduce greenhouse gas emissions
Feed Strategy - May 2019 - 31
Feed Strategy - May 2019 - Americans seek more protein, but not all animal based
Feed Strategy - May 2019 - 33
Feed Strategy - May 2019 - 34
Feed Strategy - May 2019 - 35
Feed Strategy - May 2019 - What is the best heifer-weaning index?
Feed Strategy - May 2019 - 37
Feed Strategy - May 2019 - 38
Feed Strategy - May 2019 - 39
Feed Strategy - May 2019 - VICTAM International a one-stop show for animal feed processors
Feed Strategy - May 2019 - 41
Feed Strategy - May 2019 - 42
Feed Strategy - May 2019 - Products
Feed Strategy - May 2019 - Advertisers’ Index
Feed Strategy - May 2019 - Cover3
Feed Strategy - May 2019 - Cover4
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