The challenge was executing a 15 minute product launch without sacrificing the message, plus the fact that the the launch was during lunch time, posed a big concern for the Ceva Philippine team. “We were afraid that people will not pay attention because they will be hungry and tired coming from a heavy schedule of lectures. We were very conscious of their short attention span!” remarked Dr. Mel Umandal, team leader for the launch.
The Vectormune FP-MG launch was held during the Philippine College of Poultry Practitioners’(PCPP) Poultry School last September 22-23, 2010, With more than 300 poultry practitioners from all over the country, this is the largest gathering of the key players in the industry “We specifically targeted this audience, because this is the target market for the product.” he added. The launch ended with the unveiling of the new Ceva logo, drawing good reviews from the audience. “I like your new logo because it is bolder as if you would like to make a statement!”- said Dr. Jun Alday, a key opinion leader, and member of the Philippine College of Poultry Practitioners.
In a major display of solidarity between corporate marketing, regional operations, and the local country, an interview type presentation caught everyone’s attention. It was so different and interesting from what they experienced in the past sessions, that during the presentation, the audience stayed glued to their seats, listening attentively while those lingering outside the session halls went back in. There were some orders for Vectormune FP-MG immediately following the launch and some farms started vaccination within the same week.
An innovative product from an innovative company with an innovative marketing approach, that is why Ceva Animal Health is the leader in innovation.
Mel UMANDAL, Market Manager - Breeder and Layer
Last update: 05/06/2016