An animal health company had a full portfolio—regular mineral mixtures, premium mineral mixtures, reproductive-support blends—yet the P&L remained stagnant. Sales teams were working hard but kept hitting two major objections:
Regular mineral mixture: Competitors claimed superiority because they used chelated trace minerals, while ours was “plain.”
Premium mineral mixture: Farmers expected immediate increases in milk yield and dismissed it as “super premium with no visible results.”
The challenge was to identify where each product truly belonged, redesign the narrative, and align customer expectations with actual scientific outcomes.
A strategic shift was executed:
Regular Mineral Mixture: Repositioned exclusively for feed mills as “Essential Minerals”—focused on cost efficiency, correct inclusion levels, and baseline nutritional correction. By aligning with feed formulation economics, the product competed on price without entering the chelated debate.
Premium Mineral Mixture: Reframed for repeat breeding and fertility management. Sales teams were trained on heat identification, reproductive physiology, and counselling. The narrative moved from “milk increase” to “better cycling, better conception, predictable reproductive outcomes.”
Feed mill sales accelerated as competition was neutralized through price–value logic. Premium mixture adoption rose sharply, with customers now seeking reproductive performance, not milk yield. The portfolio remained the same—but the P&L finally woke up because the stories were aligned to the right problems.