Group - 7

Team Members
Omaer Ahmad ZR-09 Kawsar Ahmad ZR-50 Rafaat Wasik Ahmed ZR-53 Nasim Ul Haque ZR-54 Sadek Jake Alam ZR-55 Rashed Al Ahmed Tarique ZR-61

What makes the greatest contribution to green house gases?

Inconvenient Truth
Around 250 to 500 liters of methane gas produced every day. More than 18 percent of the global emission of methane gas. 60 percent through burping and 40 percent from flatulence. 15 to 22 percent of the total energy from consumption is wasted.

Inconvenient Truth

Facts: Bangladesh Cattle Farming

23.4 million of cows in Bangladesh. 6.7 million cattle farmers. The growth rate in GDP in 2004-05 for livestock was the highest of any subsector at 7.23%. Ranks 12th in the international market and 3rd in the Asian market.

Facts: Bangladesh Cattle Farming

More Cattle Population than any EU country. Distributed at a greater density than any other south Asian countries. In respect of milk outputs one of the poorest in the world. Milk yield per dairy bovine less than half of that of both India and Pakistan.

Facts: Bangladesh Cattle Farming

Breed Management
average 206kgs/head/year of milk compared to almost 800kgs for India and 7000 kgs for the USA.

Feed Management
Most cows are still fed with crop residues and cereal byproducts

Growth of Cattles
chemical treatment of straw

Current Antibiotics
Monensin
Expensive for the poorer farmers. Ingredients not available.

Mootral
Still in its development stage. High probability of side-effects.

The Product: CowShar

A Urea-Molasses Mineral Blocks composite. Composite contains Urea, molasses, salt, water, cement, di calcium phosphate, plus a few other chemicals.

The Product: CowShar (contd)

Makes dairy firms more efficient by: Improving cattle draft power Improving body condition of the cows Improved reproduction of the cows Increased milk yield Faster weight gains for growing cattle

The Value Chain

Inbound Logistics

Operations

Outbound Logistics

Marketing and Sales

Service

Objectives
Marketing Objectives: Maintain a positive, strong growth each quarter. Achieve a steady increase in market awareness. Maintain a high rate of retention. Financial Objectives: Increase the profit margin each year by 1-2% by increasing efficiency and economies of scale. Achieve a double to triple digit growth rate each year.

Mission
We intend to attract customers by making them educated about the benefits of CowShar, and maintain them over the long run by making them realize the higher revenue and lower cost in dairy farming on using CowShar.

Competition
New-to-market product. Potential Competitor: Monensin
However, not possible to be produced locally and is too expensive.

Porter s Five Forces

Bargaining power of suppliers

Bargaining power of buyers

Intense segment rivalry

CowShar
Threat of substitute products Threat of new entrants

Competitive Strategies
Capturing the largest potential market Expanding the total market Position defense Preemptive defense

Segmentation
Multistage segmenting
Segment market geographically Segment market through purpose of cattle herding
1. 2. 3. 4. Micro-producers (1 or 2 cattle) Personal consumption Meat-production Medium to large farms (more than 10 heads of cattle)

Targeting
Most lucrative segment

MEDIUM LARGE FARMERS

30% of this market

Positioning
Pioneer in the cattle feed additives market Source for cattle feed cost reduction Improve cattle health

Marketing Strategy
Objective : Create a market for cattle feed addtives Advantages of using our product Media: TV agriculture-based programs TVCs Events Displays

Marketing Mix
Product 50 kg packets of feed supplement Price Tk.600 per 50 kg Place Cattle feed retailers Promotion Outlined above

Market Research
Studies conducted by
Agricultural University Bangladesh Bangladesh Bureau of Statistics

Test Marketing in randomly sampled market Research on new international markets Carbon credit market

Finance
Priced at Tk. 600/ 50 kg sack Profit Margin of Tk. 95.08 Profit of Tk. 166,592,362 in the first year Achieves breakeven in the first year

Takeaways
Cheap innovative product with multiple benefits. Target Customers: Middle-Large Dairy Enterprises Potential for growth Achieves breakeven in the first year

Takeaways
With new research suggesting that methane emission by livestock is higher than previously estimated, scientists are furiously working at designing diets to help bovines and other ruminants eat better, stay more energetic and secrete smaller amounts of the offensive gas.