Upload
keshermech
View
219
Download
0
Embed Size (px)
Citation preview
8/8/2019 Biozone Chemicals Twiezel
1/42
PRE( )Kesher Sumeet 20091019
( )Sudhanshu Goel 20091051
( )Swapan Oreya 20091053
(
8/8/2019 Biozone Chemicals Twiezel
2/42
..Need for Biodiesel &Renewable fuels Sustainable
Energy Independence
Foreign Exchange Savings
Rural Developmentv Job Opportunity
v Waste Land Development
Environmental Benefits
v Emission Benefitsv Energy Cycle and Green House Gas Balance
Better Lubricity
Why Biodiesel ???
8/8/2019 Biozone Chemicals Twiezel
3/42
Several DecentralizedEnergy Units
,iesel Gensets/mall Scale Home IndustriesTransportation
System
MechanizedAgriculturalSector
rrigation,umps griculturalachinery such as,ractors Power,illers Threshers. ( -tc Self ufficiency forhe Farmer
http://www.animationfactory.com/brain/search.cgi?n=new&area=animations8/8/2019 Biozone Chemicals Twiezel
4/42
Biozone Chemicals
Product: (TWIESEL high yielding extract from Jatropha Curcas).plants
Description: Oil extract which can be used in the ratio of: % %40 60 where 40 of Jatropha extract and 60 of mineral
.diesel
Operations: , .India Nepal and Bangladesh .Requirements of the customers are considered the foremost
Aspiring to be a market leader in the Biodiesel market through
& .R D and technical knowledge - . Well developed upstream feedstock business in India
, ,Extensive field network to manage harvesting storage
.extraction and transportation of Jatropha oil and seeds
8/8/2019 Biozone Chemicals Twiezel
5/42
Vision : To be a global leader in renewable energyprovider by delivering high yield biodiesel at par
.with mineral diesel
Mission: Biozone chemicals would achieve itsleadership by differentiating itself by means of
innovative product which would be cost effective and
.reliable thus replacing mineral diesel in long run
8/8/2019 Biozone Chemicals Twiezel
6/42
Industry analysis
http://www.emerging-markets.com/biodiesel/swf/World%20Biodiesel%20Production%20and%20Capacity.html8/8/2019 Biozone Chemicals Twiezel
7/42
Demand forecast for biodieselYear Total Projected
Supply of Jatropha(MMT)
Total
BiodieselProduction(MMT)
% of Biodiesel
Supplied byJatropha
% of Biodiesel
supplied byTwiesel(Forecast)
2009 0.5 16.9 3 1
2010 2.1 20.2 10.4 6.5
2012 6.5 29.2 22.3 12.5
2015 15.5 50.3 30.8 20.5
8/8/2019 Biozone Chemicals Twiezel
8/42
jatropha biodiesel Industry concentration
Year Numbers of Jatropha Biodiesel Companies
2000 5
2003 20
2005 60
2008 100
2009 125
2010 200 (forecast)
8/8/2019 Biozone Chemicals Twiezel
9/42
ajor Competitors: , , ,D1Oils Mission Biofuels Sun Biofuels GEM, .Biofuels Jatoil Limited
ore Competencies : &Innovative product due to well developed R D.and also strongly Customer focused
ompetitive Advantage:v High quality a tr op ha e xt ra ct .v &Scaling operations organization strategies for Jatropha as
per local conditions
v .Timely delivery due to our large quantity of feedstock
v ,Going socially responsible environmentally and carbon
positive for Jatropha plantation and extraction
v ,Retaining brand name for long time which enhances client's
& .security trustv .Customer satisfaction and value addition in our business
8/8/2019 Biozone Chemicals Twiezel
10/42
8/8/2019 Biozone Chemicals Twiezel
11/42
Business Markets
Factors affecting markets
v Favorable geographic regions for plant
cultivation
v Areas with unfeasible and cost
ineffective energy resources
v Rising concern for environment friendly
fuels
v -Demand Supply gap
v Technological advancements
8/8/2019 Biozone Chemicals Twiezel
12/42
Business Target Market
India tops the chart in Jatropha Plantation Worldwide
with 1 million Ha
Food production and transport dependent on diesel
engines . %Consumption is expected to rise at an annual 5 6 rate
by 2011 and by %65 until 2021
%Doesn t require engine modification up to 50 blend
Public and Private OMCs
& ,Auto Industry companies M M TATA
8/8/2019 Biozone Chemicals Twiezel
13/42
Market Share
8/8/2019 Biozone Chemicals Twiezel
14/42
Product Strategy
8/8/2019 Biozone Chemicals Twiezel
15/42
Product Description
Twiesel is a high yielding extract from JatrophaCurcas plants which has been genetically modified
with the use of innovative technology to enhance the.efficiency of commercial diesel fuel
The product is odified rebuy . : % + %Existing condition 25 biodiesel 75 mineral
diesel
: % + %Twiesel 50 biodiesel 50 mineral diesel
alue Proposition : The product is a high yieldJatropha extract which will be added to diesel to%about 50 enhancing the efficiency of the diesel
fuel
8/8/2019 Biozone Chemicals Twiezel
16/42
Advantages associated with theproduct
Low cost seeds
High oil content
Small development period
Grow on good and despoiled soil
Grow in low and high rainfall areas Does not require any special maintenance
-Can be harvested in non rainy season
Size of the plant makes the collection of seeds convenient
.Multi products are developed using a single jatropha plant The
- , , ,products include bio diesel soap mosquito repellent and organic
.fertilizer
8/8/2019 Biozone Chemicals Twiezel
17/42
. .Positioning of Twiesel w r tCompetitors
GEM Biofuels
-Eco CarboneIKF Green Fuel Ltd
Biozone Twiesel
w Emissions to atmosphere- :5 10 Cost saving Technologies- :10 15 High Conversion yields- :15 20 High production capacity- :20 25 Biodiesel per
8/8/2019 Biozone Chemicals Twiezel
18/42
Pricing Strategy
8/8/2019 Biozone Chemicals Twiezel
19/42
Cost components
8/8/2019 Biozone Chemicals Twiezel
20/42
Target Price COST /ASSUMPTION REMARKS
( / )Cost of Seed Rs Kg Oil .16 4 / , %,Seed Rs 5 kg Oil yield 33. ->3 28 kg seed 1 kg oil
&Cost of collection oilextraction
.2 48 %, . -> , . /Losses 5 1 05 kg 1kg oil cost@2 36 kg
-Trans esterification cost .6 67 /For 300T day plant
-Cost of Bio diesel per Kg .25 55
( )Less Byproduct oil cake - .2 23 . /2 23 kg cake @ Rs 1 kg
( )Less Byproduct Glycerol - .3 8 . /0 095 kg @ Rs 40 kg
Net Cost of Biodiesel per Kg .19 52 As per planning commission
Net Cost of Biodiesel per ltr .16 59 - .Specific Gravity of oil 0 85
Sale price of Biodiesel to oil
(companies per ltr excluding excise/ )sales tax
20 %( / ),Profits @12 Rs 2 ltr Transport @
. / & / /0 41 ltr Interest miscl @Rs 1 ltr
8/8/2019 Biozone Chemicals Twiezel
21/42
Return On Investment
8/8/2019 Biozone Chemicals Twiezel
22/42
Supply Chain Strategy
8/8/2019 Biozone Chemicals Twiezel
23/42
Flow chart
ULTIVATION STAGEcome the activities pertaining to the growing of the Jat
, . ,involves pressing of seeds to expel the oil leaving seedcake In India oil is
ISTRIBUTION AND USAGE STAGE , the oil and the seedcake are consumed or f
8/8/2019 Biozone Chemicals Twiezel
24/42
Market Place
West
East
South
North
rket Attractiveness
Realization
Low
High
Low High
More number of OMC Growth of plant Flexible regulation
More number of OMC
Inefficient growth of p
ore number of OMCrowth of plant
efficient growth of plantringent regulation
oidable
8/8/2019 Biozone Chemicals Twiezel
25/42
Promotion Strategy
8/8/2019 Biozone Chemicals Twiezel
26/42
Promotion Plan
8/8/2019 Biozone Chemicals Twiezel
27/42
Advertising Informative Advertising
v Features of New Product
v Customer value
v Working of New Product
Educating the Customers Advertising Theme
Advertising Media
Advertising Budget Advertising Effectiveness
8/8/2019 Biozone Chemicals Twiezel
28/42
Advertising theme
The next generation SustainableFuel
8/8/2019 Biozone Chemicals Twiezel
29/42
Advertising media
Media Class
v - %, - %Print Media 75 Electronic Media 25
Media vehicles
v - ,Print Media Industry specific MagazineEnergy Journals
v - - ,Electronic Media e marketing websitesSustainable energy related sites
Media Option
8/8/2019 Biozone Chemicals Twiezel
30/42
Media Option
-Industry specific journals Full Page Colored,Ad Second Page
- ,General journals Half Page Colored Ad
Interior Pages
Scheduling and Timing Decisions
v -High Start of Budget year every edition
v -Moderate Other time Back pages in particularjournals
8/8/2019 Biozone Chemicals Twiezel
31/42
Advertising effectiveness
Pre Execution -Post Execution /Concept Theme testFinal draft test
Test is done byBuying decisionmakers across the
Industry
PerformanceEvaluationComparing the sales
.and Profits
Differences in thepast sales and
present sales in
accordance with theadvertising costrolled out of the
firm is calculated
, ,Audience AcceptanceFre uenc
8/8/2019 Biozone Chemicals Twiezel
32/42
Advertising budget . %0 2 of Total Sales
8/8/2019 Biozone Chemicals Twiezel
33/42
isement Copy
8/8/2019 Biozone Chemicals Twiezel
34/42
,Direct mails Trade Fairs
Litmus test for responsiveness
Direct mail database
vFocus on the best prospective customers
v -Cross sell related productsvLaunch new products to existing customers
Boutiques In trade shows
vBrochures and Explanation
v Large customers
Personal Selling
8/8/2019 Biozone Chemicals Twiezel
35/42
Personal Selling Buying Situation
v New Task
v -Modified Re Buy Buying Center
Users , -Engineers Consumers Initiate the Buying,Proposal concerned about product
compositionInfluencers -Technical people Evaluation ofalternatives
Buyers -Purchase dept Officers selection between, ,vendors Suppliers Negotiation
Deciders -High level officers buyers essentiallydeciders for complex products
Gate keepers -Technical personnel control the flow ofInformation
Bu ing pr
8/8/2019 Biozone Chemicals Twiezel
36/42
Buying process
Selling Effort
8/8/2019 Biozone Chemicals Twiezel
37/42
Selling Effort ales force characteristics: Prospecting - trying to find new customers Communicating - with existing and potential customers about the
product range
Selling - ,contact with the customer answering questions and tryingto close the sale
Servicing - providing support and service to the customer in the-period up to delivery and also post sale
nformation gathering - obtaining information about the market tofeedback into the marketing planning process
Allocating - ,in times of product shortage the sales force may havethe power to decide how available stocks are allocated
8/8/2019 Biozone Chemicals Twiezel
38/42
Buyer Seller Relationship
&Market Situational Determinants
-Availability of alternatives High
-Supply Market dynamism Low
-Importance of supply High
-Complexity of Supply High
Relationship forms
8/8/2019 Biozone Chemicals Twiezel
39/42
Relationship forms -o Operative systems : This type of relationship will be preferred by the buyer as it has
.the following characteristics
High level of Operational Linkages and Co Operative norms
An appreciable level of Information exchange and Adaptation by the
seller
Less requirement of legal bonds
ollaborative Systems: The type of relation has the following characteristics
High levels of Information exchange and Co Operative norms
An appreciable level of Operational linkages
An appreciable level of legal bonds in case of highly complex supply
8/8/2019 Biozone Chemicals Twiezel
40/42
Sales Strategy
Push Strategy
Sales Channels
vInside sales force
vOutside sales force
vTeam selling
Telemarketing
8/8/2019 Biozone Chemicals Twiezel
41/42
Sales people Time
8/8/2019 Biozone Chemicals Twiezel
42/42
!!!THANK YOU