45778294 Marketing Plan of Biogas

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Marketing plan of Domestic Biogas

Index Dedication

Acknowledgment

Executive summary

Explanation of project

Situation Analysis

SLEPT Analysis

SWOT Analysis

Strength

Weakness

Opportunities

Threats

Mission

Company objective

Market objective

Market budgets

Market strategies

Market summary

Marketing segmentation

Target market

Positioning

Marketing Mix {4ps}

Product

Price

Place

Promotion

Market research

Implementation Control


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Dedicated

To

By virtue ofwhom prayers we have beenable to reach at this posit ion


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ACKNOWLEDGEMENT

Pen can do what the sword cannot. We pause to think what words do justice to express

my gratitude to Almighty Allah for his unlimited graciousness because Words are scare and

knowledge is limited to express his majesty .We have the pearls of our eyes to admire the

blessings of the compassionate, omnipotent, the Merciful and the beneficent Allah who is

the entire source of knowledge and wisdom.

Due to his bounteous blessings, we become able to contribute this comprehensive

assignment toward the deep ocean of knowledge already exist. Heart is warm with love

and thoughts have turned to the city of knowledge The Holy Profit (P.B.U.H) His saying

Learn from to Cradle to Grave inspired the strong desire in me to under take this course

of valuable studies.

we deem it as a great opportunity to offer my heartiest gratitude to my venerable teacher

Mr. HAMMAD HASSAN, Lecturer, Department Of Business Management Sciences,

University of Agriculture Faisalabad for his great efforts to make us under stand and to

conduct this kind of activities of giving the great opportunity for learning beyond your

existing area of scope.

It would obviously be injustice not to mention the name of the people involved to make this

assignment possible and helped their utmost to make me understand the overall operation

of the company as of their best knowledge.

we are thankful to all Operational Managers OF biogas Faisalabad Region, for their nice

co-operation and proper guidance throughout our project , May Allah The Almighty bless

our parents and well-wishers who are the permanent source of prayers for us and our

successes in this world and after this world.


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EXECTIVE SUMMARY

OUR aim is to launch a biogas plants in rural areas of Pakistan. Our mission is to

economically enhance the living standard of Pakistan. Our goal is to establish

275000 plants in Pakistan market. We made situation analysis of this project as well.

In situation analysis we analyze the economical environment, social environment,

legal environment and as well as technological environment. We observed that

Pakistan is a agricultural Country. And the major portion of GNP is contributed

from agricultural and dairy products. There is some energy crises in Pakistan. We

also conduct market research that biogas industry can grow in rural areas. We have a

lot of buffalos so we can establish a lot of plants. There can be establishing 5 million

biogas plants.In 1974 biogas introduce first time in Pakistan and establish 6000 plants. Pakistan

centre of renewable energy technology (PCRET) has placed 1500 plants. With the

help of (UNPD) initiative for rural and sustainable development (IRSD) placed 150

plants in Pakistan rural areas.

We have make some SWOT Analysis of our company we will overcome our threats

and make possible to convert our weaknesses into opportunities.We have make market mix in which we identify 7ps rather then 4ps because our

product is equally important goods as well as services. our product is a plant thats

provide the biogas and the material that is used for making biogas is animals dung.

Through this plant we can save cutting trees and save our environment clean andhealthy.

The output of this plant is biogas and quality fertilizers. The peoples living standardwill high in rural areas.

Finally we have implement this plan into Pakistan market and we will control this

plan by using feedback and feed forward method.


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Situation Analysis:

We perform various form of analysis for making thisproject.

SLEPT Analysis

Economic Environment:Pakistan is a developing country. The normally

peoples are poor and have low incomes/wages. Per capita income is very low.

Peoples are less educated and Unemployment rate is very high.

Inflation rate is very high in Pakistan. There are some energy crises in Pakistan likeelectricity and gas load shading.

Social and Cultural Environment :Pakistan is an agriculture base country the major

portion of GNP is based on agricultural and dairy products. The 70% of population

is living on agricultural based. The peoples are lived in rural areas and they grow

fields and have cows and buffalos.

They cut trees and burn wood for cooking.

Technological Environment: In technology Pakistan is backward as compare

to European countries. Pakistan used some traditional approaches for production.

Like for making electricity used only water dams not utilized the natural resources

in new technologies.

Legal and political Environment :There is no political stability in Pakistan. The

Pakistan GOVT. supported us to make this programme successful because it is also

a programme of welfare of the rural society. There is no legal restrictions on thisprogramme but we cant introduce this into urban areas as well.


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SWOT Analysis:

Strength

Environment friendly product

Best utilization of waste material

Provide quality fertilizers for fields.

Weaknesses

Only introduce in rural areas.

Lack of expertsNo long term gas storable.

Opportunities

Less costEnergy crises in Pakistan

Less competition

Threats

Some people have unfavorable opinions about biogas.

Not introduce in urban areas.


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MissionTo economically enhance the living

standardOf

Rural society through environment friendlyequipments

AndProfessionally constant to remain reasonably

Profitable.


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Objective

Enhance the living standard of farmers in Pakistan

Rural areas by achieving sales target up to 275000

In next 10 years.

GoalBy promoting biogas plants make possible to covered

Central Punjab rural areas in next 5 years.


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Market objective:

Promote the biogas programme on commercial bases within faisalabad market up to

next one year.

Market budgets:

We have some budgets for the marketing of the biogas

plants like for advertisements ,promotion activities and market research etc. thereare some sponsors thats supported us to perform these activities like rural support

program network give us budgets to permute this social activity.

Market Strategy:We are focusing on social marketing and our aim is to

enhance the living standard of rural society. So we use the cost leadership strategy.

History of biogas:In 1974 biogas introduce first time in Pakistan and

establish 6000 plants. Pakistan centre of renewable energy technology (PCRET) hasplaced 1500 plants. With the help of (UNPD) initiative for rural and sustainabledevelopment (IRSD) placed 150 plants in Pakistan rural areas. some private

organizations placed 200 biogas plants in sialkot. but due to some reasons this

programme not take boom in those days because they dont have any plan and

marketing activities to permute biogas programme.

Marketing summary:

Pakistan is an agriculture based country. Pakistan

have 57 million cows and buffalos by considering this figure there can be placed 5

million plants in Pakistan, but until now there is only 6000 biogas plants in

Pakistan. Pakistan comes in hot countries according to whether. So the bio gas

plants work more efficiently in hot whether. The piece of land is easily available forbiogas plant. For making biogas plant the labor is easily available at low cost.


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SegmentationGeographical

Chose Pakistan market and segmentized first into different provinces then make

different segments of rural areas in all provinces. There are 2.13 million house holds

in Pakistan.

Target market

We have chose multi segments for target market centered Punjab. First we chose

Faisalabad, sargoda, toba take Singh. Because there is a less chance of comingnatural gas in up coming 20 to 30 years.


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Tashfeen (TP & CO) 17

8-11hrs9-1010m3

Plant

6-8hrs7-88m3 Plant

5-7hrs5-66m3 Plant

4hrs3-44m3 Plant

Gas

Production[hour/day]

CattlePlant

Sizes

Positioning:We are focusing on enhance the living standard of farmers.

Market Research:In rural areas where natural suigas not provided. The

peoples are poor and not use gas slanders they demand a technology thats solve

there energy problems easily available and less costly.

Market Mix:

We are basically providing the biogas plant equipments and as well as installation

services.Our market mix depends on both equally goods and services.

Product:Our product is a economically acceptable product. We provide the biogas plant indifferent sizes.


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Place

Our services is available only in rural areas as well as we install the plants only inthat areas where the natural gas is not available.

Price

Our product prices are according to income of lower class people and our

Product price is best suitable for farmers.

Biogas Plant Cost

Plant

Size

Total

Cost

(Rs.)

Discount

(Rs.)

After

Discount

Labour

Cost

Ex_Lab&

Discount

4m3 32,528 7500 25,028 4,750 20,278

6m3 35,908 7500 28,408 5,500 22,908

8m3 39,441 7500 31,941 6,000 25,941

10m3 43,454 7500 35,954 7,000 28,954

15m3 59,730 7500 52,230 11,250 40,980

PromotionWe are promoting our product through different channels, internet, newspaper and

by placing stalls in agricultural exhibitions.


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Implementation:

We are finally implement marketing plan and starts

work through different distribution channels on date 1st January 2010. As the numberof service providers increase, it will consolidate and expand networking activities amongthe various providers. However, biogas-specific activities for providers will be introduced,

such as: cross-province tours and exchanges, peer support network, exchange of lessons

learned, establishment of standards and recognition of excellence etc

Controlling:

Monitoring and evaluation

On-going monitoring and end-of-year evaluation will be conducted by biogas officers. The

final report will include sales figures and best practices, as well as user satisfaction dataand feedback. The biogas Ltd will also facilitate a Focus group to get qualitative feedback

during project implementation. Monitoring technical performance: by using gas meters in

randomly selected households, the project intends to compare output and performance. All

monitoring activities implemented by Biogas Ltd will be shared with the EASE biogasplatform. Set up and procedures will be prepared and discussed in close cooperation with

the EASE biogas platform.

After each installation, the service supplier will leave a questionnaire to the client who willfill it out after 1,5 to 2 months of operation. The biogas officers will be able to validate the

data obtained through their own informal reports on client satisfaction.

Meanwhile, biogas officers will continue to monitor the overall performance of the

suppliers. It is hoped that the demand created by the project will allow the selected topthree suppliers to pursue autonomous retailing of biogas plants even in the absence of any

promotional discount.


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Presented By: AKMAL HUSSAIN

2009-ag-137university of agriculture [email protected]

Documents

45778294 Marketing Plan of Biogas