Feed Strategy - June 2019 - 26

26 ❙ FeedStrategy

FEED ACADEMY
BY IOANNIS MAVROMICHALIS, PH.D.

Marketing nutrition through
local distributors
Marketing products through the right local distributor can be a
short-term blessing and a long-term predicament.
The benefits of using a local distributor
Low investment level, at least in terms of capital
because some labor will always be involved in
educating and supporting the distributor and the
end users. But it is less costly to use the existing
resources of an established supplier compared with
starting from scratch. To these expenses, one should
not ignore the market research budget required to
establish the location and find the right people even
before normal expenses begin to accrue. So, using a
local distributor is a low-cost entry.
Rapidity of market penetration, assuming
the market is already knowledgeable of the
product's merits. A local distributor will have an
already existing clientele to offer a new product
if such product is based on existing technology
the market is using. For example, a new phytase
enzyme will be easier and faster introduced to a
new market, compared with a lipase enzyme, if
only because almost everyone has at least heard
about phytase. With such products, one has only to
make sure the selected distributor can sell addedvalue or low-cost products. Most often than not, it
is rare to find a distributor who can do both.

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

www.WATTAgNet.com ❙ June 2019

vasabii | Shutterstock.com

M

arketing is not just advertisements.
Sometimes, before that, comes the
decision on how to physically place
a product in a given market. Do we open a new
office and hire employees to do the job, or do we
assign the job to a collaborating firm? The latter
will be our focus here, whereas the former will be
discussed in the next issue.
A local distributor is an independent
company that is ideally well versed
in the business of selling products
similar to ours, and hopefully
enjoys a good share of the market's
trust and current business. Such distributors are in high demand, but they do not
come without their own shortcomings.
Finding a distributor is not difficult. In fact,
local distributors abound in any market, and they
actively seek exclusivity agreements. One needs
only to have a booth at a major exposition to be
swarmed by myriad such requests.
Here, we will examine the pros and cons of
giving out our product(s) to a local distributor.
We shall start with the positives.


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Feed Strategy - June 2019

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

Feed Strategy - June 2019
Contents
In the Mix
Industry Happenings
2019 world feed production trends: growth continues worldwide
What the US poultry industry needs to know about ASF
Blockchain technology has big potential beyond transparency
Digitized dairy: Ag tech sparks changes for feed’s future
Marketing nutrition through local distributors
How to adjust sow feeds for summer heat stress
VIV Turkey to highlight poultry meat, egg safety
Simple concepts at the basis of pig feed formulation
New technology uses data for greater energy efficiency, feed quality
Advertisers’ Index
Feed Strategy - June 2019 - CT1
Feed Strategy - June 2019 - CT2
Feed Strategy - June 2019 - Feed Strategy - June 2019
Feed Strategy - June 2019 - Cover2
Feed Strategy - June 2019 - CT3
Feed Strategy - June 2019 - CT4
Feed Strategy - June 2019 - Contents
Feed Strategy - June 2019 - In the Mix
Feed Strategy - June 2019 - Industry Happenings
Feed Strategy - June 2019 - 2019 world feed production trends: growth continues worldwide
Feed Strategy - June 2019 - 5
Feed Strategy - June 2019 - 6
Feed Strategy - June 2019 - 7
Feed Strategy - June 2019 - 8
Feed Strategy - June 2019 - 9
Feed Strategy - June 2019 - 10
Feed Strategy - June 2019 - 11
Feed Strategy - June 2019 - What the US poultry industry needs to know about ASF
Feed Strategy - June 2019 - 13
Feed Strategy - June 2019 - 14
Feed Strategy - June 2019 - 15
Feed Strategy - June 2019 - 16
Feed Strategy - June 2019 - 17
Feed Strategy - June 2019 - Blockchain technology has big potential beyond transparency
Feed Strategy - June 2019 - 19
Feed Strategy - June 2019 - 20
Feed Strategy - June 2019 - 21
Feed Strategy - June 2019 - Digitized dairy: Ag tech sparks changes for feed’s future
Feed Strategy - June 2019 - 23
Feed Strategy - June 2019 - 24
Feed Strategy - June 2019 - 25
Feed Strategy - June 2019 - Marketing nutrition through local distributors
Feed Strategy - June 2019 - 27
Feed Strategy - June 2019 - How to adjust sow feeds for summer heat stress
Feed Strategy - June 2019 - 29
Feed Strategy - June 2019 - 30
Feed Strategy - June 2019 - VIV Turkey to highlight poultry meat, egg safety
Feed Strategy - June 2019 - Simple concepts at the basis of pig feed formulation
Feed Strategy - June 2019 - 33
Feed Strategy - June 2019 - 34
Feed Strategy - June 2019 - 35
Feed Strategy - June 2019 - New technology uses data for greater energy efficiency, feed quality
Feed Strategy - June 2019 - 37
Feed Strategy - June 2019 - 38
Feed Strategy - June 2019 - 39
Feed Strategy - June 2019 - Advertisers’ Index
Feed Strategy - June 2019 - Cover3
Feed Strategy - June 2019 - Cover4
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