NZ Agri-tech to the world.
LIC Automation™ was formed from a merger between Livestock Improvement Corporation Business Unit — Protrack™ - and Dairy Automation Ltd with the goal of taking NZ agri-tech to farmers globally.
The intention was to set the business up for acquisition by another company in the near future.
The core product brand, Protrack, although synonymous with agri-tech in NZ, was unable to be used internationally due to trademark restrictions.
Company Details
Company Name: LIC Automation. Parent company Livestock Improvement Corporation
Sector: Agri—tech - SaaS & hardware
Revenue: $15-20M [parent $263.2M]
Employees: 70 [parent 1000-1200]
Founded: 2014
Location: Hamilton, Waikato
Customer Location: NZ, UK, Ireland, South America, and China
Project Details
Marketing strategy, plan & excution
Brand strategy & creation
Market launch
New market entry
Solution
I created and executed a marketing strategy & plan that launched LIC Automation in the UK and Ireland.
I worked with a designer and IP lawyer to create a new, trademarkable and fully protected, product brand for the global market. This involved brand strategy, brand creation, website creation, applicable collateral, product branding (software and hardware), internal communication, and management of the now two product brands.
Working with an in-market agency (Dublin), I successfully launched the business and brand in the UK and Ireland, creating brand awareness within the dairy industry.
Result
LIC Automation and its product brand - Saber™ - were well received by international customers and Saber is a fully-protected brand now acquired by MSD - Animal Health (Allflex Livestock Intelligence).