Strategic Cattle Feed Business

Plan

Presented By:

Dr. Md. Enamul Hoque

Doctor of Veterinary Medicine (DVM), M.Sc in Pharmacology (Veterinary Science)
 Livestock At a Glance
 Bangladesh has the fastest growing increase in urbanization in Asia and
cities host most of the Middle and Affluent Consumer (MAC) population,
resulting in a strong concentration of disposable income. As a result of
increasing disposable incomes, consumption of animal-based protein
(poultry meat, eggs, beef, milk and fish) are expected to grow
substantially for (at least) the next 10 years.

Source: BBS, 2022-23

Production of Milk, Meat and Eggs

Source: BBS, 2022-23

Demand, production and availability of
milk, meat and eggs (2022-23)

Source: BBS, 2022-23

Livestock contribution in GDP at
Constant Price

Source: BBS, 2022-23

Competitors Cattle Feed Information January 2024
SI NO. Company Name Sold Qunty % Share
1 Nourish 6255 9
2 Kazi 2801 4
3 ACI Godrej 13925 20
4 CP 1600 2
5 Paragon 3995 6
6 RRP 597 1
7 New Hope 850 1
8 Aman 1765 3
9 Quality 4150 6
10 Teer 12700 18
11 Nahar 750 1
12 Provita 800 1
13 Aftab 862 1
14 Others 18950 27
Total 70000 100
The Product category of Cattle
Feed
 Mixture/ loose Feed:
 Vushi Mix
 Wheat Brand
 Maize Crashed etc.
 Pellet Feed :
 Calf feed
 Grower/Heifer Feed
 Dairy Feed
 Premium Quality
 Regular Quality
 Classic/ Economy Quality
 Beef Feed
 Premium Quality
 Regular Quality
 Classic/ Economy Quality
 Comparisons Of Market Calf Stater Feed
Prices

Item Point ACI Nourish CP

Pack Size (Kg) 5.0 5.0 5.0/10

Calf Stater MRP (Tk/Kg) 63.65 65.55 58.80

TP(Tk/Kg) 55.95 58.55 55.86

BC (Tk/Kg) 7.70 7.00 2.90

NB: MRP- Market Retail Price, TP-Trade Price, BC-Base

Commission
Comparison On Bhusi Mix Prices Of Top Competitors

Item Point Nourish CP Fresh

Pack Size (Kg) 25 30 25

Bhusi Mix MRP (Tk/Kg) 43.00 43.00 46.75

BC (Tk/Kg) 2.00 2.15 4.75

TP (Tk/Kg) 41.00 40.85 42.00

NB: MRP- Market Retail Price, TP: Trade Price, BC- Base
Commission
 Comparison Market Dairy Cattle Feed Price

Compan Premium Medium Economy

y
MRP BC TP MRP BC TP MRP BC TP

ACI 54.15 3.50 50.65 - - - 44.75 4.75 40.00

Teer - - - - - - 45.00 5.00 40.00

Nourish 54.15 3.60 50.55 - - - 44.75 3.60 41.15

Paragoan 58.50 4.19 54.31 - - - 43.75 3.13 40.62

Kazi 55.95 3.92 52.08 50.55 3.54 47.01 - - -

Nahar 54.50 3.60 50.90 47.40 3.10 44.30 43.80 2.70 41.10

NB: MRP- Market Retail Price, TP: Trade Price, BC- Base
Commission
 Comparison Market Beef Cattle Feed Price

Compan Premium Medium Economy

y
MRP BC TP MRP BC TP MRP BC TP

ACI 57.33 4.03 53.30 - - - 46.15 4.75 41.40

Teer 56.00 6.00 50 - - - 45.50 5.00 40.50

Nourish 57.05 3.60 53.45 - - - 46.15 3.60 42.55

Paragoan 54.65 3.91 50.74 45.40 3.25 42.15

Kazi 57.83 4.05 53.78 48.05 3.36 44.69 - - -

Nahar 57.00 3.50 53.50 47.70 3.10 44.60 44.50 2.70 41.80

NB: MRP- Market Retail Price, TP: Trade Price, BC- Base
Commission
STP Model
S: Segmentation
T: Targeting
P: Positioning
 Segmentation

Channel: 1

Distributor Village
Feed mill Warehouse Retailer Farmers
s trader
 Channel: 2

Distributor Village
Feed mill Retailer Farmers
s trader
Channel: 3

Feed mill Warehouse Distributor Farmers

s
Preferences of Different Marketing
Channels
 Base on my field experience total of 120 respondents were selected
using multi stratified sampling technique. Three major channels were
identified during the study and Channel-1 was found to be most
preferred channel among the other channels. The major constrains in
marketing of cattle feed were Competition from new feed, packaging,
high transportation cost, price range etc.

Marketing Channel Frequency Percentage

C1 60 50%
C2 40 33%
C3 20 17%
Total 120 100
Targeting:
In all geography location through established local distribution network of a
company target organized medium and large cattle farmers and dairy co-
operatives.
 Positioning

Identify Target Market Emphasize Quality and Affordability and

Segments Nutritional Value Accessibility
Understand Customer
• Segment the market • Position the cattle feed • Bangladesh has a significant
Needs number of small-scale and
based on factors such as brand as a provider of subsistence farmers. Positioning
geographical location, Conduct market research high-quality, nutritionally the brand as affordable and
types of cattle farmers to understand the balanced feed that accessible to farmers of all scales
(small-scale vs. large- preferences, requirements, promotes the health and can be a competitive advantage.
scale), and specific needs and challenges faced by productivity of cattle. Establish distribution channels
cattle farmers in that reach remote rural areas
(dairy farming, beef Highlight any where cattle farming is prevalent.
production, etc.). Bangladesh. Factors to certifications or quality
consider include standards adhered to in
nutritional needs of cattle, the manufacturing
affordability, availability of process.
resources, and preferences
for specific types of feed.
 Positioning

Differentiate Educational Responsive Monitor and Adapt

Through Campaigns Customer Service • Continuously monitor
Innovation • Position the brand as a • Offer responsive market trends, customer
• Innovate in product knowledge leader in customer service and feedback, and competitor
cattle nutrition through technical support to activities to adapt the
formulation, packaging, or positioning strategy
delivery methods to educational campaigns, address any queries or
workshops, and extension concerns raised by accordingly. Flexibility and
differentiate the brand agility are key to
from competitors. This services. Providing customers. Building
guidance on best strong relationships with maintaining a competitive
could involve introducing edge in the dynamic
specialized feed for practices in feeding and customers can lead to
management can help repeat business and market landscape of
specific types of cattle or Bangladesh.
incorporating locally farmers achieve better positive word-of-mouth
available ingredients for results and foster loyalty referrals.
cost-effectiveness. towards the brand.
 Business plan

1. Business Plan 4Ps & 4Cs

2. Sales Forecast for 6 months to 03 Years
3. Budget
4. Manpower Plan & Organogram
 4Ps

Place: Promotion:
Product Price: *Establish a wide *Utilize various promotional
*Develop a range of cattle distribution network that channels such as
*Price the cattle feed reaches rural areas where agricultural fairs, trade
feed products tailored to the competitively while shows, and farmer
cattle farming is prevalent.
nutritional needs of different ensuring profitability. workshops to create
types of cattle (dairy, beef, awareness.
etc.). *Partner with local
*Consider the retailers, agricultural
*Ensure the feed is *Develop informative
affordability of small- cooperatives, and
formulated with locally veterinary clinics to ensure
marketing materials
scale farmers while highlighting the nutritional
available ingredients and accessibility.
maintaining quality. benefits and effectiveness of
meets nutritional standards.
the feed.
*Offer variations such as
*Offer bulk discounts or *Utilize both traditional
pellets, concentrates, or
loyalty programs to distribution channels and *Leverage digital marketing
complete feeds to cater to modern technology
incentivize larger channels including social
different preferences and platforms for efficient media, websites, and online
feeding practices. purchases. forums frequented by cattle
supply chain
management. farmers.
 4Cs
Communication:
Cost:
Customer: *Maintain clear and transparent
*Consider the total cost of
*Understand the needs and Convenience: communication with customers
ownership for cattle farmers,
preferences of cattle farmers in regarding product information,
including the cost of feed, *Ensure the availability of cattle
Bangladesh, including their pricing, and availability.
transportation, and potential feed at convenient locations
feeding practices, herd sizes,
productivity gains. accessible to farmers.
and budget constraints.
*Educate customers on best
practices in feeding and herd
*Highlight the cost-effectiveness *Offer packaging sizes suitable
*Offer personalized support and management through
of the feed by emphasizing for different farm sizes and
advice to customers on feeding workshops, training sessions,
factors such as improved feed storage capabilities.
strategies and management and informational materials.
conversion ratios and reduced
practices.
health issues.
*Provide convenient ordering
*Foster a sense of community
and delivery options, including
*Collect feedback regularly to among cattle farmers by
*Provide flexible pricing options bulk delivery to farms or pickup
continually improve products facilitating communication and
to accommodate different points.
and services based on customer knowledge sharing through
budget levels and purchasing
insights. online forums or social media
patterns.
groups.
 Sales forecast for 6 months (Reality of
Starting)
Product 1st Month 2nd Month 3rd Month 4th Month 5th Month 6th Month Total
Name (MT) (MT) (MT) (MT) (MT) (MT) (MT)

Dairy 60 80 100 120 140 150 650

Fattening 40 60 60 70 80 90 400

Vushi mix 20 40 50 60 80 80 330

Grand 120 180 210 250 300 320 1380

Total
Sales forecast for 3 years

Product Name 2025 2026 2027

(MT/M) (MT/M) (MT/M)
Dairy 750 1500 2200
Fattening 500 1000 1500
Vushi mix 250 500 800
Grand Total 1500 3000 4500
Year Ending/M Sales Volume:1500MT 3000MT
4500MT
 Budget

Point Qrt1 Qtr2 Qtr3 Total

Promotional Expenses 200,000 100,000 200,000 500,000
Marketing Materials 100,000 100,000 50,000 250,000
Advertising 50,000 0 50,000 100,000
Sales Team Expenses 600,000 1200,000 1800,000 3600,000
Promotional Campaigns 500,000 500,000 500,000 1500,000
and Events

Miscellaneous Expenses 200,000 200,000 200,000 600,000

Grand Total 1650,000 2100,000 2700,000 6550,000
Manpower Plan & Organogram
Product
Head(Cattle)

Regional
Head (9)

Technical &
Sales
Executive (9)

SR
(Depends on Market
Volume)
 Operational Plan

1. Distribution / Depot / warehouse etc. Plan

2. Logistic & Delivery Plan
3. Others Sales / Marketing / Promotional Plan
Distribution / depot/ warehouse
plan
 Logistic & Delivery Plan

Feed Mill Company Company Distributor Retailer/

Feed Deport
Warehouse transport Transport Warehouse Farmers
Others Sales/marketing/promotional
Plan

Mass promotional
activities (Spot
For Boost upping Sales Attractive Promotional meeting, Seminar,
Occasional Discount (2- Gift for Model cattle camping) in all focusing
3 days in a month) offer farmer, Big cattle agent areas with available
providing over the year & local farm practtionar promotional tools
round and DLS officials . (leaflet, hanging
banner, poster, keyring,
bucket, umbrella etc.)
 SWOT Analysis (ACI Godrej) :

Strength:
❖Threats:
➤Brand Name Opportunities:
➤ Lower cost of
➤Strong investment ➤Acquisitions
capacity and financial Weakness: competitors product
position ➤Emerging markets
➤Lack of R&D ➤ Maturing products
➤Skilled employees and expansion
investment Focus on ➤ Product
➤20% market share in abroad
Feed industry.
Product substitution ➤
➤Product and
➤➤More product range in Fluctuation in Milk
services expansion
product line. Prices
➤Cost Advantages
Target Market
Thanks