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Customer Overview
Bluebonnet® Feeds serves the livestock industry, specializing in quality feed products for all species
and classes of livestock, from Equine feeds and supplements to Caged Bird Feed. Bluebonnet Feeds has its
headquarters and main production facility in Ardmore, Oklahoma.
Client Objective
To increase the total products purchased from Bluebonnet, Management wanted to implement a program that would:
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Measure key dealer feedback on products, marketing programs, product literature, pricing discounts, dealer
programs, and sales support, in general, and in comparison to other feed suppliers. |
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Evaluate the perception of key dealers regarding company image and performance compared to expectations on key business deliverables. |
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Evaluate the current dealer volume discount program for its effectiveness in achieving desired objectives
and return on investment. |
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Identify and prioritize incentive rewards with the greatest motivational value |
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Use the information gathered to increase dealer loyalty and recruit new dealers. |
Target Audience
Key Bluebonnet® Feeds Dealers
Russell Associates’ Solution
Russell Associates conducted a comprehensive analysis of the perceptions, preferences, and opinions of key
dealer owners and/or managers using surveys, formal in-person interviews, and phone interviews. Based on the
findings of the surveys and interviews, Russell Associates prepared an in-depth analysis and summary report
which included recommendations to improve the effectiveness and motivational value of the dealer incentive
program.
Method
Bluebonnet Feeds Dealer Survey and Data Recap
Program Results
The information presented in the Bluebonnet Feeds Dealer Survey Report and Data Recap helped Bluebonnet
identify key dealer perceptions, preferences, and opinions about the company’s products, services, and
sales support. This information was used to revise dealer programs and services, influence dealer buying
decisions, improving Bluebonnet’s dealer loyalty and share of dealer’s business.
“Participants were impressed with the survey. It definitely was not superficial. The survey, along with
the Data Recap, helped us identify key needs, set benchmarks, implement changes and redevelop our dealer
network. What we learned, we are still using today. You can’t leave that kind of information sit on the shelf.”
- Bill Stuever, General Manager/President Bluebonnet Feeds
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