DS-lancaster Farming, Saturday, September 24, 1994 ST. JOSEPH, Mo. Angus breeders from across the nation displayed 163 entries at the 47th Annual American Angus Breed ers’ Futurity at the Kentucky Fair and Exposition Center in Louis ville, Ky. Judge Charlie Boyd II and associate judge Charles Boyd Sr., both of Mays Lick, Ky., evaluated the cattle on August 1-2. Mengs Miss Skymere 788 was named the show’s supreme cham pion. She earned the grand cham pion female award on her way to the title. She is a January 1992 daughter of Leachman Prompter and was shown by Will Meng, Bowling Qreen, Ky. The entry first topped the senior division Reserve grand champion fe male honors were presented to W C C Blackcap C 9. The January 1993 daughter of S S Traveler 6T6 was also chosen early junior champion. The owners of this re serve champion are Twin Valley Farms, Prattsville, Ala., and Wil son Cattle Company, Cloverdale, Ind. Topping the bull entries was Whitestone Fly Traveler 3006. He is a January 1993 son of Hoff Hi Flyer S C 7134 and was first nam ed early junior champion. The en try is jointly owned by Whitestone Farm, Aldie, Va.; Bonner Farms, Flintville, Tenn.; and New Zea land Syndicate, Aldie, Va. CAF Beau Max 7782 earned the reserve grand champion bull title. The senior champion is own ed by Conley Angus Farm, Clarksdale, Mo.; Sam and Sharon Brown, Lena, Miss.; and Mrs. Douglass Campbell, G'oton, Mass. He is a January 1992 son of R&J Maxima. The show is one of four Super Point Roll of Victory (ROV) An gus Shows the American Angus Association sponsors each year. A complete lilst of winners fol lows: HEIFERS (113 Shown) Junior Halter Calf Champion; Wal deck EF Forever Lad/ 9407, Exhibitor Waldeck Farm, Crestwood, KY. Raaarva Junior Halter Calf Cham pion: Deer Creek Rita 150, Exhibitor Wesley Womack, Pembroke, KY. Senior Halter Calf Champion: Championn Hill Lady Stone 731, Exhi bitor Neenah Hill, Bidwell, OH. Raaarva Senior Halter Calf Cham pion: Champion Hill Jestress 740, Ex hibitor J Bar J Ranch, Norwich, OH. Late Intermediate Champion Heif er: Womacks Favorite, Exhibitor Wes ley Womack, Pembroke, KY. Reserve Late Intermediate Cham pion Heifer: Highland Prairie Lady 14, Exhibitor Suzanne Uhey, Perrysville, Early Intarmediata Champion Halter: Cherry Knoll Blackmakf CB, Ex hibitor Cherry Knoll Farm Inc., West Grove, PA. Reserve Early Intarmediata Cham pion Heifer: Davis Skymere 9312, Exhibitor Anne Nicole Davis, Spring field, KY. Late Junior Champion Heifer: Champion Hill Sara 656, Exhibitor Wesley Womack, Pembroke, KY. Reserve Late Junior Champion Helfar: Champion Hill Rosetta Stone, Exhibitor Neenah Hill, Bidwell, OH. Early Junior Champion HelteT: W C C Blackcap C 9, Exhibitor Twin Valley Farms, Prattville, Al, & Wilson Cattle Company, Cloverdale, IN. Reserve Early Junior Champion Heifer: WC C Rito Lass 133, Exhibitor, Wallace Cattle Company, Lee ton, MO. Senior Champion Femala Manga Miss Skymare 788, Exhibitor Will Meng, Bowling Green, KY. Reserve Senior Champion Fe male: Sedgwicks Erica 6412, Exhibitor Chad Ward, Palmyra, Wl. Grand Champion Female: Mengs Miss Skymere 788, Exhibitor Will Meng, Bowling Green, KY. Reserve Grand Champion Fa male: W C C Blackcap C 9, Exhibitor Twin Valley Farms, Prattville, AL, A Wilson Cattle Company, Cloverdale, IN. 163 Entries BULLS (41 Shown) Junior Bull Calf Champion: Lem mon Foundation 2184, Exhibitor Jona than Lemmon, Woodbury, GA. Reserve Junior Bull Calf Cham pion: Obsidian Division, Exhibitor Fred Thohmas, Meeteetse, WY, & Weber Livestock Company, Dousman, Wl. Senior Bull Calf Champion: J Bar J Altima, Exhibitor J Bar J Ranch, Nor wich, OH. Reserve Senior Bull Calf Cham pion: Champion Hill Stone Impact, Ex hibitor Sarah Hill, Bidwell, OH. Intermedlarte Champion Bull: S A V Popular Trend 2675, Exhibitor White stone Farm, Aldie, VA; Schaifs Angus Valley, St Anthony, ND; & 21st Cen tury Genetics, Shawano, Wl. Reserve Intermediate Champion Bull: Bootheel Mid Western, Exhibitor Joseph Hendley, Bloomfield, MO. Late Junior Champion Bull: Dameron West Point, Exhibitor Julie Dameron, Lexington, IL; Galls Angus Farm, Odell, IL; & David Duzan, Lex ington, IL Reserve Late Junior Champion Bull: Champion Hill Trail Boss, Exhibi tor Schaffs Angus Ranch, St Anthony, ND; Champion Hill, Bidwell, OH; & Trail Boss Breeders, Bidwell, OH. Early Junior Champion Bull: Whitestone Fly Traveler 3006, Exhibi tor White stone Farm, Aldie, VA; Bon ner Farms, Flintville, TN; New Zealand Syndicate, Aldie, VA. Reserve Early Junior Champion Bull S A Executive, Exhibitor Wilson Cattle Company, Ctovardale, IN; Wil liam A Barbara Rishel, North Platte, NE; A Ken Caryl Cattle Company, Rad Lodge, MT. Senior Champion Bull: CAF Beau Max 7782, Exhibitor Conley Angus Farm, Clarksdale, MO; Sam A Sharon Brown, Lena, MS; A Mrs. Douglas Campbell, Groton, MA. Reserve Senior Champion Bull: Sedgwicks Interest, Exhibitor T S Farms. Holdrege, NE, A McCurry Bro thers, Sedgwick, KS. Grand Champion Bull: Whitestone Fly Traveler 3006, Exhibitor White stone Farm, Aldie, VA; Bonner Farms, Flintville, TN; New Zealand Syndicate, Aldie, VA. Reserve Grand Champion Bull: CAF Beau Max 7782, Exhibitor Conley Angus Farm, Clarksdale, MO; Sam A Sharon Brown, Lena, MS; A Mrs. Douglas Campbell, Groton, MA. COW-CALF PAIRS (9 Shown) Grand Champion Cow with Natur al Calf; Waldeck Katinka 9216, Exhibi- Urges Meat Industry To Focus On Consumers CHICAGO, 111. If you were the head of marketing for the meat industry, which of the following strategies should you choose as your blueprint for success? Should you embrace Strategy A and strive to serve almost all con sumers, be very opportunistic, hate to lose a sale, design products to serve multiple consumers, and strive to find new markets for existing products? Or, should you embrace Strategy B and serve only those consumers who fit with industry capabilities, intentionally ignore other consumers, pursue only a few growth opportunities, develop new products only for existing customers, and give consumers what they want, but no more? If you chose Strategy A, you’d be in the company of many top executives. As more than 500 meat industry leaders attending Demand Strategies here recently found out, however, the mass market appeal of Strategy A is the wrong choice. “In today’s world, there is no such thing as a mass market,” according to Stephen Burnett, pro fessor of strategic management at Northwestern University J.L. Kel logg Graduate School of Manage ment. “Consumers are segmented into diverse groups, and their needs and wants are different. So a focused, single strategy designed to serve all customers is doomed.” Instead, Burnett urged marke ters to take what he called the “S- Compete For Top Spots Whltestone Fly Traveler 3006 was named grand champion bull at the 1994 Ameri can Angus Breeders’ Futurity Roll of Victory (ROV) Super Point Show In Louisville, Ky. He is jointly owned by Whltestone Farm, Aldle, Va.; Bonner Farms, Fllntvllle, Tenn.; and New Zealand Syndicate, Aldle, Va. This early junior champion Is a January 1993 son of Hoff HI Flyer S C 7134. Charlie Boyd II served as the lead Judge for the show, and Charles Boyd Sr., both of Mays Lick, Ky., was the associate Judge. lor Waldeck Farm, Crestwood, KY. Grand Champion Cow with Em bryo Calf: Oneills Delia 660, Exhibitor Circle A Ranch, Iberia, MO. Reserve Grand Champion Cow with Embryo Call: S V F Forever Lady 1120, Exhibitor Three Rivers Angus Farm, Roanoke, IN; Eaglestone Farm, Carlisle, KY; & Waldeck Farm, Crest wood. KY. SUPREME CHAMPION: Mengs Miss Skymere 788, Exhibitor Will Meng, Bowling Green, KY. Grand Champion Udder: Waldeck Miss Blackvird 9205, Exhibitor Eagle stone Farm, Carlisle, KY, & Waldeck Farm, Crestwood, KY. Reserve Grand Champion Udder: Oneills Delia 660, Exhibitor Circle A Ranch, Iberia, MO. Premier Sire Award: Century Touchstone 131. Get-of-Sire: TC Dividend 963, Exhi bitor McCurry Brothers, Sedgwick, KS. Junior Get-01-Slre: Century Touch stone 131, Exhibitor Champion Hill, T-P” approach. First, cluster groups of customers into strategi cally significant segments (“S”). Then target (“T”) these segments and develop unique strategies for each one. Finally, plan (“P”) an integrated marketing approach that truly serves each segment’s needs. Burnett says the first step segmentation is the easiest. Simply compile appropriate demographic information, such as age, social class, income or lifes tyle choice, until you have a large, strategically significant group that can be targeted profitably. “Today, buyer behavior is used a lot in segmentation,” Burnett said, “because what matters most is not so much who those customers are, but why they buy.” The next step targeting the strategically significant group is not as easy. “The natural ten dency is to target the most attrac tive customers,” Burnett said. “But remember your competi tors are doing the same thing, which means you’ll have to com pete on price and that’s not so attractive. You have to define a group that you are really able to serve.” Once a group is targeted, it’s time to plan the integrated market ing strategy, and Burnett used real-life successes and failures to illustrate consumer-driven mark eting strategies. A few years ago, Burnett said, the Gerber Products Company, the Bidwell, OH, & Womach Angus, Pem broke, KY. Calf Get-of-SIro: Century Touch stone 131, Exhibitor Champion Hill, Bidwell, OH, & J Bar J Ranch, Norwich, OH. Best Six Head: McCuny Brothers, Sedgwick, KS. Produce of Dam: Rito 139 Ideal 4167, Exhibitor Meng Angus Farm, Bowling Green, KY. McCorkle Challenge Trophy (best bull and tamale owned or co-owned by the exhibitor): Lemmon Cattle En terprises, Woodbury, GA, & White stone Farm, Aldie, VA. Outstanding Herdsman's Award (Robert L Asher Memorial Trophy): Mike Jones, Womack Angus, Pem broke, £Y. Master Breeder of the Year: New bill Miller, Ginger Hill Farm, Washing ton, VA. Premier Exhibitor: Waldeck Farm, Crestwood, KY. Manager of the Year: Mark Akin, Circle A Ranch, Iberia, MO. baby food maker, became con cerned about declining birth rates. In an effort to expand its product base, it developed a new product that targeted adults who lived alone, a growing category with a wide age group. The result: a single-serving meal from a jar called ‘Singles by Gerber.’ “The first lessons in the S-T-P model are to segment and target and Gerber did that,” Burnett said. “But it failed to fully consid er another critical concept: look ing at your product through the eyes of your consumer. Despite the company’s reputation for qual ity, consumers simply couldn’t shake the notion that Gerber was a baby food company. “Then along came ‘Lean Cui sine’ from Stouffer, a product targeting the same market, and it hit. ‘Lean’ is considered ‘healthy’; *r - PERFORMASHOW ’94 Three judges scored the entries on both physical appearance and genetic merit Doug Frank, De forest. WI; Ken Hartzel, Shawano, WI; & Mike Hall, San Luis Obis po. CA. HEIFERS Grand Champion Fomalo; Trzos Rally Lass T 145, Exhibitor Kentucky Department of Corrections, Frankfort, KY. Reserve Grand Champion Fe male: Sedgwicks Erica 8412, Exhibitor Chad Ward, Palmyra, WI. BULLS Grand Champion Bull: Whitestone Fly Traveler 3006, Exhibitor Bonner Farms, Flintville, TN; Whitestone Farm, Aldie, VA; & New Zealand Syndicate, Aldie, VA. Reserve Grand Champion Bull; Sedgwicks Interest, Exhibitor T S Farms, Holdrege, NE. & McCurry Bro thers, Sedgwick, KS. if you’re going to eat alone, ‘cui sine’ sounds better than ‘single’; and consumers equate frozen with freshness. Stouffer and consumers hooked up.” Burnett concluded his presenta tion by urging every member of the meat industry from produc ers to retailers to make every decision with the consumer in mind. “You must realize that what you think of your product doesn’t matter,” Burnett said. “What mat ters is what the customer thinks. Great marketers leant how the customer thinks and feels, and they base every action, every deci sion, on that knowledge.” Demand Strategies is an annual look at the latest meat consumer market research. Demand Strate gies is sponsored by the National Live Stock and Meat Board. H
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