Premier University

Faculty of Business studies

Course Title:
International Marketing
Assignment on:
BM LP Gas

BM Energy Bangladesh Ltd. ...

Submitted To:
Mir Md. Tariqul Alam
Assistant Professor
Department of Marketing
Premier University

Submitted By:
Md Sajadur Rashid ID:1603410108910
Izaz Mohammad Sohel ID:1603410108991
34th Batch
BM Energy (BD) Limited is a joint venture (Netherlands – Bangladesh) company
incorporated in 2012. It was founded with an aim to assist and develop the country
to be more energy eficient with an onset of depletion of Natural Gas.

To achieve this vision, BM Energy has constructed a LPG plant with jetty facility
for Importing, Storing and Bottling in Barabkunda, Sitakunda, Chittagong. This
was in operation from 3rd July 2015. This plant has a capacity of handling
2,50,000 MT LPG per year. It has all the European standard, top of the line LPG
Storing and Bottling equipment. It’s ultra-modern automated firefighting system in
2012. It was founded with an aim to assist and develop the country to be more
energy eficient with an onset of depletion of Natural Gas

Head Office:

1206/A, Nasirabad I/A, Bayzid Thana Road, Bayzid, Chittagong-4210,

Bangladesh.
Tel: +88-031-2580851-5
Fax: +88-031-2580858

.
What is LPG?
LPG (liquefied petroleum gas): represents hydrocarbon fuel gases, including
propane, butane and mixtures of these gases. LPG, condensed through
pressurization, originates in the handling of flammable gas and oil refining. LPG is
used as heating, cooking and own fuel. LPG discharges the smallest carbon
impression in contrast to conventional powers when copying for vitality.

Present status of the LPG industry in Bangladesh

Interest in LPG in Bangladesh is developing exponentially. The current interest for
LPG in the nation is around 600,000 MT, which will exceed 1,400,000 MT by
2022. The development in the nearby LPG industry has been driven by the
increasing use of LPG in the divisions of family units, industry and lands. The
semi-urban and provincial family units have effectively moved away from
conventional landfills (wood / teak) and are receiving LPG rapidly. It offers
versatility and comfort that conventional powers cannot offer. The consumption of
wood causes real health hazards, for example, pneumonia, emphysema, malignant
growth of the lungs, bronchitis, cardiovascular diseases, etc., which can be avoided
with the use of LPG. (Thedailystar.net, 2017).

 Marketing Plan

 Industrial Solutions

Hotel & Restaurant, Boiler, Generator, Bakery, High- temperature treatment of

Metal, Vehicle Fuel-auto gas, Industrial Furnace, De-frosting, Water Heating,
Shrink-Wrapping, Oxy-propane cutting, Dryer

 Residential Solutions
Apartment, Duplex Building, Multi-storied Complex, Housing Project As they are
focusing on cost leadership strategy and 24/7 customer service which is to derive
customer satisfaction in the long run. Bashundhara LP gas has reduced the prices
of their  products to attract customers and with quality in terms of product and
customer satisfaction by  providing free delivery and set up of their products
anywhere in Bashundhara R/A. With targeting a vast customer segment with
different versions of products with cost leadership with superior quality assurance,
they plan to beat the customers
  Market position
 The LPG industry consists of local players like Bashundhara, Jamuna,
Omera, TK Gas and foreign companies like Total Gaz and Laugfs Gas
(corporate brand name Kleanheat gas). Omera has yearly sales volume of
140,000 MT/year. The main plant of Omera LPG is in Mongla with 3,800 MT
capacity. Bashundhara LPG has state-of-the-art LP Gas plant in Mongla
having capacity of 3,000 Metric ton with daily refill capacity of 50,000 units
of gas cylinders. The LPG market is led by Bashundhara (24%) followed by
Omera (20%), Jamuna (17%) and BM (11%).
 The market projected to grow by 3.5x times from 817,736 MT in 2018 to
2,921,676 MT in 2024. Any new entrant joining the fray in the LPG market
should look to ensure distribution in regions with low penetration. A road
map would be tracking regional growth in Middle and Affluent Class (MAC)
population, while identifying regions which will host economic zones.

 Competitors
 Bashundhara LP Gas Ltd. ...

 INDEX LP GAS Limited. ...

 Jamuna Gas® / Jamuna Spacetech Joint Venture Limited (JSJVL) ...

 Orion Gas Ltd. ...

 LAUGFS Gas (Bangladesh) Ltd. ...

 Omera LPG / Omera Petroleum limited. ...

 Totalgaz / Totalgaz Bangladesh.

 JMI LPG / JMI Industrial Gas Ltd. (JIGL)

 Navana LPG Limited