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Sulphur 90% 2012
Sulphur 90% 2012
ACI Fertilizer
ACI Limited
ACI Centre 245 , Tejgaon I/A Dhaka -1208 , Bangladesh Tel: 9885694
TABLE OF CONTENTS
SL NO
1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0 11.0 12.0 13.0 14.0 15.0 16.0 Executive Summary Product Information Crop Information Sulphur Status Market Analysis Competition Analysis Product Positioning Pricing Communication Strategy SWOT Target Market Strategy Objectives Sales Projection GP Analysis Conclusion
Particulars
Page No
01 02 03-04 05-06 07-08 08-11 11 11 12 13 13 13 13 14-16 17 17
1.0
Executive Summary:
Bangladesh is highly populated country. Its population is increasing day by day. So, crop production is very much important for Bangladesh as because of food security. Sulphur is an essential plant nutrient that is of particular importance to crops production. Sulphur deficiency is common in soils and is increasing. Sulphur deficiency symptoms vary between crops. Symptoms of sulphur deficiency in crops include leaf cupping, purling undeveloped pods. Fertilizers that supply sulphur in the sulphate form are immediately available to crops. Elemental sulphur fertilizers must be surface applied where they can be oxidized to plant available SO4-S. Depending on soil type and environmental conditions, this conversion can take from less than a year to more than two years. Sulphur 90% is a very useful fertilizer in soil treatment for our agriculture. Sulphur 90% demand is very high. So ACI Fertilizer has a great opportunity to lead the market by the product. Our target is to sale Sulphur 90% more than 400 MT & 32 mio for 2012 which is growth 250% and market share 80%.
: Fertilizer Dose
3-5 kg/Acre; 8.5kh/Hactre
NB: The doses can be change due to lacking of sulphur in soil. Origin : Saudi Arabia
Usefulness: It helps to make Chlorophyll formation It helps to supply protein and minerals for crops It helps to make Amino Acid Sulphur is taken up by plants as Sulphate ion (SO4), which is reduced in the plant and used in the formation of amino acids, proteins.
Deficiency Symptoms of Sulphur in Crops:
Stunted, thin spindly plants. Slow growth and delay maturity. Initial light green of leaves progressing to yellow leaves and in severe cases, the whole plant becomes yellowish. Crops may lose their natural colors. Packing Specification for Sulphur 90%: Brand Name Packing Materials
Product Packing Outer Carton
Pulses, 7.03, 4%
Spices, 4.99, 3%
Source: DAE
Crop Statistics :
Crops Name Rice Vegetables Potato Pulse Fruits Oil Crops Jute Spices Wheat Maize Sugarcane Other Total Acreage Mio Hec 11.95 0.75 0.48 0.71 0.60 0.74 0.48 0.50 0.42 0.24 0.16 0.10 17.119 % 70 4 3 4 4 4 3 3 2 1 1 1 100%
Rice is the main crop in Bangladesh covering the total cultivated land. So our main market is rice, potato, vegetables, fruits. Sub-market is maize, wheat, betel leaf, oil crops, flowers and other commercial cultivated crops.
0.70
0.70
0.20 0.40
0.20 0.40
0.20 0.35
0.35
0.35
0.80
0.80
0.12
0.05
0.05
0.05
0.05
0.05
1.20
0.40 0.80 1.20 2.50 166 38 2.50 138 10 125 7 1.00 7 7 1.00 7 7 1.00 106 6 105 5 105 5
0.40 0.80
0.40 0.80
104 4
18 18
Low
Medium
Jessore, Narail, Meherpur, Chuadanga, Jhenaidah, Sariatpur, Madaripur, Faridpur, Rajbari, Kushtia
High
Khulna, Satkhira, Bagerhat, Pirozpur, Jhalokathi, Barguna, Patuakhali, Bhola, Gopalgonj, Barisal
Major used
For Sulpher deficiency For Sulpher deficiency For Sulpher deficiency For Sulpher deficiency & Powdery Mildew
Used %
85 4 5 4 2 100
85% is used on paddy. So Paddy is our most important crop for sulphur market 5.2 Sulphur Treatment Situation
Hec in Mio Total Acre Biological Potential Area Economical potential Area Actual potential Area Basic Treated Area 17.119 8.2 5.2 1.22 0.3 47.90 30.38 7.13 1.76 65.00 14.89 3.71 23.50 5.78 24.75 % of Total Acr % of BPA % of EPA % of ATA Vol in MT 145,000 70,000 45,000 10,500 2,600
EPA=5.2 Mio Ha; 45,000 MT which is 65% of BPA ATA= 1.22 Mi o Ha; 10,500MT which is 23.5% of EPA, 14.88% of BPA
BTAATA Mio Ha; 2600 MT 2600 MT = 0.3 = 0.3 Mio Ha; which is 3.70% of BPA which is 24.75% of ATA, 5.78% of EPA & 3.71% of BPA of EPA & 5.80 %
Basis:
1. Data source: DAE 2. Average use 8.65 Kg/Hectare
Legend:
BPA=Biologically Potential Area EPA=Economically Potential Area ATA=Actual Treated Area BTA = Basic Treated Area
Rajshahi Bogra Rangpur Dinajpur Kushtia Jessore Barisal Dhaka Mymenshingh Comilla Chittagong
1000 1750 700 750 1200 2000 400 600 1200 600 300
Putia, Poba, Nachol, Tanor, Taherpur, Bag mara, Ish ardi, B onpara Noagoan, Nandigram, Mohadevpur, Kalai, Gabindag anj, Ull ahpara, Dupchachi a, Adamdighi Nilphamari, Rang pur, Pirganj, Sathi bari, Prigacha, Kownia Fullbari, Ambari, Birampur, Ghoraghat, Dinajpur Sadar, Thakurgoan Sadar, Pirgonj, Ranisankail Kushtia Sadar, Jhenai dah,Kaligonj, Coartchadpur, Kani pur, Boal mari,Rajbari, Zi bonnagar, Chuadanga, Alamdanga, Maherpur All over Jessore and Satkhira Barishal , Gopalgonj , B hol a Munshiganj, Tangail, Norsing di,Gaji pur Jamal pur, Mymenshingh, B okshigonj,Kisorg ong Comillah Sadar, Lacsum, Chandina, Daudk andi ,all over Majde Chakaria,Puti a, B ashkhali, Mithaisora, Chitagonj Sadar
Total
10500
Fig in MT
Company ACI Fertilizer Intefa Eon Agro Map Agro ICI Agri Care Others Tatal
2008
2009
2010
2011
2012
2013
2014
2015
440 46 40 24 0 20 570
160 38 45 16 0 7 266
80 28 50 15 0 25 198
190 25 50 20 20 27 332
400 40 50 20 25 35 570
600 45 60 25 30 40 800
750 50 70 30 35 45 980
900 55 80 35 40 50 1160
Industry Size
1,400
ACI Sales
Eon Agro
Intefa
Figure in MT
1,000
40%
800
72%
600
111%
400
-53%
68% -26%
200
138% 0% -11% Y2011 332 190 50 25 0% 60% Y2012 570 400 50 40 20% 13% Y2013 800 600 60 45 17% 11% Y2014 980 750 70 50 14% 10% Y2015 1,160 900 80 55
Industry Size
100
ACI Sales
Eon Agro
Intefa
Figure in Mio
19%
20%
70
43%
25%
60 50
79%
50%
40
30
-46%
111%
96%
160%
-33%
Y2008 33 26 2 2.3
0% 7% Y2011
23 15 2.5 1.5
0%
73% Y2012 41 32 2.5 2.6
Market Share:
2012
Eon Agro 2.5,6%
Intefa 2.6,6%
Figure in Mio
ACI 32,78%
90 80 70 60 81 70
ACI
Eon Agro
78 66 50 21 82 83 84
50
40 30 20 10 ACI Eon Agro 6 Y2008 81 6 Y2009 70 13 Y2010 50 21 13
11
6 Y2012 78 6
5 Y2013 82 5
5 Y2014 83 5
5 Y2015 84 5
Y2011 66 11
Intefa, 25, 5%
Others 16%
SPL 5%
Source: DAE
1 kg
100.00
51.00
49.00
49.00
20.00
29.00
Action Plan: To achieve my strategies we have taken some category wise action plan. These are as below:
Targeted Group Distributor & Retailer Distributor & Retailer Farmers Farmers Selective Farmers, Stockiest, Retailer Selective Farmers & Retailers DAE Officials Wholesaler & Retailer Objecti ves Product positioning & rep lacement Product replacement Showing the efficacy of the product on different crops Brand awareness Product information & technology transfer Product information & technology transfer Product information Increasing sales Tools / Medi a Excellent Coupon program with attractive gifts Sulphur 90% benefits included festoon Result Demonstration & Field Day Pro mo Materials like M ini Poster, Banner etc. Train ing Program Personal Co mmun ication DAE Meeting Cash Incentive, Gift (Bag, Pen, Notebook, Calculator, T-Sh irt)
Result Demonstrati on is the most effective communication where a farmer can see the difference of yield. Trai ning program for selective farmer, retailer and stockiest is important for g iving underst anding to them about the importance of the product in the crops. We have to give more concentration on Trade Promotion with selective BCIC Dealer, Stockiest and retailers for selling the product by using the selling channel.
12.0 Strategy:
To replace sulphur 80% by Sulphur 90% & establish strong brand positioning through innovative & extensive communication among traders and farmers.
13.0 Objectives:
To grab the market share of Sulphur 80% To replace & establish the product as an essential input of agriculture to the farmers for more yield & more benefit
2012
Gr% Sh% Vol Vol
2013
Gr% Sh% Vol
2014
Gr% Sh% Vol
2015
Gr%
2015
*** 80
850 700
70 75
*** 82
1200 1000
41 43
*** 83
2012
2013
2014
Gr%
Gr%
Gr%
Gr%
Sh%
Sh%
Sh%
40 186 32 239
*** 80
68 56
70 75
*** 82
96 80
41 43
*** 83
Sh%
Val
Val
Val
Val
Year
Sh%
Year
Month January February March 1st Quarter April May June 2nd Quarter July August September 3rd Quarter October November December 4th Quarter Total
Yr: 2012 10.00 70.00 26.00 106.00 12.00 12.00 60.00 84.00 20.00 22.00 18.00 60.00 30.00 50.00 70.00 150.00 400.00
Target Crops Winter Vegetables + Potato + Oilseed + Mango + Wheat + Water Melon + Other Fruits + Boro Rice + Maize + Chili Winter Vegetables + Potato + Oilseed + Mango + Wheat + Water Melon + Other Fruits + Boro Rice + Chili Boro Rice + Mango + Wheat + Water Melon + Pineapple + Banana + Papaya + Chili + Maize + Pointed Gourd + Bitter Gourd + Brinjal + Cucumber * Maize + Chili + Pointed Gourd + Okra + Bitter Gourd + Brinjal + Cucumber + Pineapple + Banana + Papaya + Onion Summer Vegetables (e.g. Brinjal, Pointed Gourd, Bitter Gourd, Okra) + Mungbean + Maize + Chili + T omato + Cucumber + Pineapple + Banana + Papaya + Onion Chili + Okra + Bitter Gourd + Brinjal + T omato + Cucumber + Pineapple + Banana + Papaya Chili + Bitter Gourd + Brinjal + Cucumber + Bean + T omato + Pineapple + Banana + Papaya Chili + Bitter Gourd + Brinjal + Cucumber + Bean + Pineapple + Banana + Papaya + Amon Rice Chili + T omato + Couliflower + Cabbage + Bitter Gourd + Bean + Amon Rice + Papaya Potato + Couliflower + Cabbage + Chili + Jujubi + Amon Rice Potato + Maize + Chili + Couliflower + Cabbage + Carrot + Oilseed + Jujubi + Wheat + Water Melon + Other Fruits T omato + Couliflower + Cabbage + Potato + Maize + Oilseed + Mango + Wheat + Water Melon + Jujubi + Other Fruits + Boro Rice
Projection : 400 40.00 20.40 19.60 49.00 8.00 20.00 .00 0.00 .00 0.00 8.00 20.00 11.60 29.00 100.00 Tk. 51.00 Tk.
MT
16.0 Conclusion:
Sulphur 90% is very much appropriate to meet the demand of sulphur needs in plants. It provides immediate solutions for plant nutrition. It is very easy to handle and use. The product ha s a high potentiality in Bangladesh. So ACI has a great opportunity to do the business of the product.
Business Analysis
Market Analysis
Strategy
Replace Sulphur 80WDG by Bentonite Sulphur 90% which has higher efficacy, cost benefit and easy application (MA: 2,4,5,6; BA: 1, 2,6)
Emphasis on comparative result demonstration & personal communication to grab the existing ready market (MA: 1,2,4,5; BA: 1, 2,3,4)
Regular retailer training program to improve knowledge on the benefits of new technology (MA: 1,5,6; BA: 1,2,6)
Sulphur
Objectives
Market Share 8%