Roummel R.

Tolentino
 Become a major business contributor and
significantly grow Philippine Foremost Milling
Corp
 Be a serious market challenger in the gamebird
feeds industry
 Bring value to gamebird raisers thus improving
the way they do business/hobby
 Develop gamebird raisers’ manner of raising
chickens by providing feeds that will excellently
supply both the nutritional and sport
requirements
 We offer premium-quality, innovative,
effective and research-based gamebird
feed products that will help improve its
performance from breeding pen to cockpit

Our products are available in all channels

nationwide for every raiser to access and
experience the benefits.

Our products will make gamebird raising an

even more rewarding venture and hobby.
1. To make Iron Claw available in every
poultry store nationwide
2. To make gamebird raisers experience the
benefits of Iron Claw and continually use it
to supply the nutritional needs of their
warriors;
3. To sell at least 100,000 bags/month
beginning Q1 of 2013
Develop the Base Fund Future Growth Transform the Business
• Distribution points • Build the Gamebird • Develop the
• Channels of supply for Marketing and Sales gamebird feeds
the backyard and organization business as a primary
semi-commercial • Invest on advertising contributor of
raisers and promotions to Philippine Foremost
jumpstart sales of the Corp.
• Farm accounts
brand

INTEGRITY - ENGAGED EMPLOYEES - SUPERIOR TALENT – HARD WORK

*Estimated gamefowl population is 17M heads at any given time
 Quite Unique to the Phils, not much in other
Asian countries. Died in US, a few in Mexico.
 Pastime? Hobby? Sports? Hope? Prestige?
Business?
 High Priced. “Imported mentality”
 Innovative Customers. Always tries to
experiment. Secretive.
 Local players are active. Multinational are
cautious due to “animal rights issues”
 Growing!!! (3-5 % annually)
 Indicators of Growth
 New feeds & vet players (Ninja, Supremo, Vitarich, Batikan,
IRON CLAW!)
 Increasing number of breeder associations throughout the country

 Commercial and backyard in size

 Media outlets (TV/Magazines)

 Wing banded stags, NFGB

 2004 60,000
 2005 80,000
 2006 115,000
 Breeders are selling more of trios than cocks or stags
 Market leader
 Aggressive tri-media campaign; merchandising
 Headcount

 Well-known endorser
 Tri-media campaign; merchandising
 Own TV program
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

FIGHT SEASON
COCK SEASON UNTIL MAY MOLTING STAG SEASON COCK

BREEDING SEASON
CHICKS REARING RANGING CORDING TESTING BREEDING
 Channels Distributor Retail Farms Backyard
Warehousing/credit sales clerks Mass produce Influence peers
RDS sell drugs Source or breeders Source of fighters
Technical Services sells feeds Source of fighters  
Capabilities Delivery van Delivery van Endorsers  
sells feeds Influencers  
sells drugs    
   
Product Knowledge Merch mats Price sensitive Tri-Media
Mktg Support PK Training In-farm equipment Prestige
Needs Logistics Mgmt Seminar Technical support  
Rebate Uniforms  
Credit Term  
Cockers within
Comml Farm Gamebird raisers Cockers circle
Market
Retail Breeders  
Cluster  
     Desired State Current State  

Critical Success Factors Description Resources/Capabilities Resources/Capabilities GAPS

Right products  Competent nutritionists Competent nutritionists Farm-testing
  Farm tested    
  Products to meet the needs of 
     
the complicated and simple 
  backyard raisers      

Marketing/Sales Org. Innovative Complete manpower Zero Complete manpower line-up

  Aggressive     Hire field force for Luzon 
  Capable      
Availability SKUs according to season Presence in all channels not available in Luzon Get competent distributors
      Hire field force
Riding on existing 
      hogs/poultry FF  

Awareness Tap backyard and farm raisers Top of Mind some in Visayas/Mindanao Tri-Media campaign

      zero in Luzon Merchandising
        Gamefowl seminars
 Strategy Action Plan KRAs Responsibility Timetable
Hire the following people
Hire additional
on or by July 2012: 1 Key
manpower to maximize Sir Terrence/JRG/RRT July 2012
Account Manager; 3 TSM
coverage of target
(North Luzon; Central
customers by increasing
Luzon; South Luzon) shortlist by June 2012
manpower resources in
2012

Identify Distributors Shortlist from existing Final by July 2012 Sir Terrence/RRT July 2012

  Determine capabilities      
  Contracts/Rebates      
  Look for other distributors      
TV Ad (Tagalog,
Intensify Awareness
Cebuano, IIonggo Break by September
Campaign
versions) 2012 September 2012
Merchandising materials Available by September
2012 September 2012
Secure approvals from
cockpits to Sir Terrence/JRG/RRT
merchandise/ hold
events September 2012
Cockpit activities
Tie-up with other
divisions of La Filipina
Group September 2012
On-premise selling September 2012