9513.pdf

Pelleted and Crumbled, Composted Poult~ Manure Marketing Plan
8.0 MARKETING PROGRAM TIMING
8.1 DEVELOPMENT STAGE
The developmentstage for this product should include test production (using the actual compost
and equipment that approximates the production line proposed) and significant testing of the
finishedproduct to discover its attributes and remove any problems. This should involve testing
in both research (Agriculture Canada) and commercial (farm, lawn and garden, golf course)
circumstancesas well as testing of development of fines or dust in normal handling, the integrity
of the various sized products, odour abatement mechanisms, etc.
If the product is to be viewed as something more than a manure or even composted manure
product (low cost, limited effectiveness, good soil amendment)it must have sufficient research
behindit to set it apart. Even though the primary marketing strategy is targeting a filler market,
the benefits must be fully visible or the tendency will be to stay with the limestone they are
presently using which provides weight without bulk. If we wish to replace existing organic
products in the “organicbased”market we will need to compete with the research that each firm
has produced, as well as their prices.
In addition, the written or visual materials to be used in the introduction will need to be
developed. These shouldincludesignificant numbers of either research or test user quotations to
back up the claimswhichwill be made. Graphicsfor bagsor bulkcontainers should be developed
and orderedin sufficientquantities for the introduction. This period can also be used for further
costingand product review with selected end users to continue to confmn the perceptions of the
proponents.
Due to the seasonalrequirements of growth response testing this development stage should be in
place for at least one growing season before company moves to the introduction stage. An
exception could be the introduction to the filler market where the PCCPM is to be used for
replacing limestone. Some preliminary testing of the PCCPM would need to be done to ensure
that the granuleswill not break down, that the product will not result in burning of crops, that the
odour is within the acceptablelimits of the blenders to which it is introduced and that the analysis
of the PCCPM is consistent from batch to batch. If, however, the product is to be identified in
the blend (eg. “organicbased fertihm with PCCPM”) the research results will be necessary prior
to that identifier going on the bag.
32 Zbeetno# Consulting, 1995