SALES PLAN

2019-2021
Executive Summary
 Bangladesh overview
 Double digit growth maintained year on year
 Establish Sales and Marketing plan
 Establish proper distribution channel
 Maintain single digit expense % on sales
 Profit earn following mission and vision of the organization.
Bangladesh – Land, People and Economy
Area : 147,570 Km2
Population : 160 mio
National Language : Bangla
Density : 1,016 persons / km2
Life Expectancy : 70 years
GDP growth : 7.0-7.5%
GDP/capita : US$ 1190
GDP : USD 185.41 billion
GDP Composition : Agriculture: 19%
Industry : 30%
Services : 51%
Government : Parliamentary Republic
Head of State : President
Head of Govt. : Prime Minister
Animal Health Industry
• Insight:
Industry Data:
 Poultry is the growth driver  Poultry Feed production per annum : 1.8 mio (MT)
 Cattle growth insignificant/static
 DOC( Day old Chick) Production p/a :
 Credit sales predominate buying decision Layer (DOC); 40 mio
Broiler (DOC); 500 mio
 Farmers dropout incident significantly decline  Broiler meat production p/a : 0.64 mio (T)

 Milk Production p/a : 1752 mio (L)
End user play vital role in decision making process
 Egg production p/a : 5600 mio Pcs
 Retail outlet is the key Channel partner  Per capita consumption of poultry : (3.62 kg/year
 Farming, Feed Mill, Hatchery enjoy Tax Holiday
Veterinary Clinic & Service Point
Sr. No Institutions Total No’s

1 Veterinary hospitals 470

2 Veterinary service point (Govt.) 2,800

3 Veterinary service point (NGOs) 3,200

 Customers Universe
Category Segments Number in BD How many do we What are the current segmentation criteria?
reach (total)?
Prescribers Vets 1,300 35% - # estimated value of prescriptions

  VFA, compounders 2,435 30% - # estimated value of prescriptions

  FAAI 7,000 22% - # estimated value of prescriptions
  RVP 29,000 2.46% - # estimated value of prescriptions
Farms Layer 50,000,000 (50 Mio) 6% - visit farms having average 2,000 birds
  Layer Breeder 400,000 (0.4Mio)    
  Broiler 800,000,000 (800 Mio) 1.92% - visit farms having average 2,000 birds
  Broiler Breeder 7,500,000 (7.5 Mio)    
  Grand Parant 200,000 (0.2 Mio)    
  Duck 50,000,000 (50 Mio)    
  Cattle (Dairy & Beef) 26,000,000 (26Mio) 1% - visit farms having average 5 cattle
  Sheep 3,200,000 (3.2Mio) 1% - visit farms having average 10 Sheep
  Buffalo 1,500,000 (1.5 Mio) 1% - visit farms having average 5 Buffalo
Retailers Wholesalers (divisional city) 50 100% - average sales per year BDT. 50.0 lac

  Medium Retailer (urban & 2,400 78% - average sales per year BDT. 10.0 lac
sub-urban)

  Small Retailer (village) 11,050 31% - average sales per year BDT. 3.0 lac
Species Segm Total # farms per segment
Farm Segmentation
Total #animals in this Average Total sales Segmentation criteria today Our reach Frequency per month
ents segment animals/farm per today (how
segment many do we
visit)?
Layer K 3 2,133,000 711,000 - integrators' (KAs) layers only 100% 4
A 25 2,932,000 117,280 - above 20,000 birds in a farm 100% 2
- minimum 2,000 to below 20,000
B 3,000 6,000,000 2,000 birds in a farm 20% 1
- minimum 1,000 to below 2,000 birds
C 13,000 19,500,000 1,500 in a farm 5% 0.50
D 15,000 10,500,000 700 - below 1,000 birds in a farm
    31,028 41,065,000          

- integrators' (KAs) broilers only (per

Broiler K 8 12,912,000 1,614,000 year rearing) 100% 4
- minimum 50,000 birds in a farm per
A 36 3,203,000 88,972 year 100% 2
- minimum 20,000 to below 50,000
B 100 4,000,000 40,000 birds in a farm per year 50% 1
- minimum 8,000 to below 20 000
C 10,000 80,000,000 8,000 birds in a farm per year 5%
D 100,000 400,000,000 4,000 - minimum 4,000 to below 8,000 birds in a farm per year
             
110,144 500,115,000
Cattle K 20 3,426 171 - minimum 100 cattle in a farm 50% 2
- minimum 25 to below 100 cattle in a
A 161 6,678 41 farm 50% 1
- minimum 10 to below 25 cattle in a
B 216 3,089 14 farm 25% 0.50
C 174 1,144 7 - above 5 to below 10 cattle in a farm 10% 0.25
D 6,250,000 25,000,000 4 - minimum 1-5 cattle in a farm 0.80%
             
6,250,571 25,014,337
 Top company’s Sales of 2015,2016 & 2017
Sl.no. Company Sales in 2015 in Crore BDT. Sales in 2016 in Crore BDT. Sales in 2017 in Crore BDT.
Contributions
1 Renata 249 300 384  
2 ACME 199 252 312  
3 ACI 218 288 379  
4 Elanco 111 140 138  
5 Eskayef 110 120 155  
6 Square 116 155 175  
7 Bengal Overseas 72 83 93  
8 Techno Drugs  40 45 52  
9 Opsonin 43.2 41 47  
10 Pharma & Farm 30 35 40  
11 Navana 45.8 52 75  
12 Popular 22.8 28 36  
13 Altech     83  
14 Avon 47   50 56  
15 Kemin     70  
16 Evonic     186  
16 company’s Total sales      2,281 62%
Other’s Company’s Sales     1,419 38%
Total Sales     3,700  100%
Region/ Area wise % of Poultry, Cattle & aqua
Contributions .
Region Poultry Cattle Aqua
Mymensingh 60% 25% 15%
Gazipur/Norshingdi/Bhairab 70% 20% 10%
Rangpur/Dinajpur 60% 35% 5%
Rajshahi/Pabna 65% 20% 15%
Bogra 55% 30% 5%
Barisal Division 70% 25% 5%
Chittagong area 75% 20% 5%
Satkania/Cox,s bazar 60% 35% 5%
Noakhali /Feni 65% 30% 5%
Comilla Area 60% 25% 15%
Dhaka Division 55% 40% 5%
Jessore/Kustia area 50% 40% 10%
Khulna Division 55% 35% 10%
Total 63% 29% 8%
03 years Sales plan
 Expect to grow more than average currently have with help of existing sales force

 Build KAM & Institution management team to earn favorable sales as designed

 Territory organization

 Sales force training

 Sales grow more than industry growth with trained sales force

 Establish good culture and good governance to achieve ultimate objectives of the
business
Formation of KAM
•Team members of this team
• Additional quantitative responsibilities of Two Product Management colleague.
• Additional quantitative responsibilities of technical colleague.
• Key Customers.
• Selections of 14 key customers.(Like Paragon, Nourish, CP, Kazi, Afil, AG
Agro,Provita,Diamond,Saguna, ACI Godrej,Renata Agro,Peoples,Index,New hope etc.)
• Prepare a work plan with milestone , Execution activities (Customers inside analysis & work
accordingly) & update to the management.
• Help required from our core company (BOL) to penetration to the KAM customers ,May be co
work with the Key person for synergistic action. Collaboration work needed because market is very
much attractive.
• Two or three feed additive products needs to be launched as early as possible in 2019.
Others institutional opportunities
Others institutions
Other than 14 key customers, we will select 40 intuitional customers
for core team.
Aqua Products
Two or three feed aqua products needs to be launched as early as
possible in 2019.
Core team will work (Poultry + Cattle & along with aqua) 

Upside sales
KAM Sales + Aqua sales + New products
03 years Marketing & Distribution plan
 To select profitable and potential brands

 Manage competitive advantage – where I am and where to go

 Plan for proper positioning and target customers

 Make Customer brand plan

 Marketing plan for End-user

 Promotional cycle plan for full year

Ambassador customer Making plan & Execution accordingly

 Making Top retail customers Plan & Execution accordingly.

 Establish proper value chain – customer first.

 Manage distribution channel

Key Plan & Execution
Continuation of all ongoing process ,strategy, policy & SOP asper management decision.
• Some changes needs have to done for solid startup;
• Formation of KAM Team
• Transfer, performance oriented action plan, new recruitment etc.
• Feed additive & aqua products launching & proper utilization in Market.
• Utilization of our Core company ( BOL ), helps for penetration of KAM Customers. May be collaboration team formation with BOL for
the improvement of the company as a whole.
• People development;
• SFE implementation, Utilization of SSTC Training & use of its opportunities, on the job coaching, experience sharing, Refreshers
training etc.
• Proper implementation of marketing strategies & tools;
Cycle plan, FGS for end users, Standard Visit Plan, proper use of promo tools. Ensure proper implementation of all
the monitoring tools (ATP,DCR, Coaching & counselling report, weekly report, monthly reports, minutes, Mobile
tracking)
03 years Profit plan
 Learn the competition to achieve proper revenue growth

 Manage expenses and spend effectively

 Establish performance measures and budgetary control

 Identify risks and implement proper risk management

 Ethics and Compliance

 Sales Plan 2019-2021 (Option- 1)
Landing Sales Upside Average Sales
2018 sales(KAM+AQUA % Growth
KBDT95409 KBDT75,899
+ New Products)

FF Sales Upside Sales Total Sales

2019 60%
KBDT102991 KBDT17500 KBDT120491

FF Sales Upside Sales Total Sales CAGR

2020 KBDT142538 KBDT164544 36% 43.6%
KBDT22000

2021 FF Sales Upside Sales Total Sales 35%

KBDT195858 KBDT27000 KBDT 222858
 Sales Plan 2019-2021 (Option- 2)
High volume/Value Upside sales Average Sales
2018 Sales (KAM+AQUA+ %Growth
KBDT 99102 KBDT 75900
New products)

FF Sales Upside Sales Total Sales

2019 43%
KBDT 123878 KBDT 18000 KBDT 141878

FF Sales Upside Sales Total Sales CAGR

2020 29% 35%
KBDT161278 KBDT22000 KBDT183278

2021 FF Sales Upside Sales Total Sales 33%

KBDT217726 KBDT27000 KBDT244726
 Brand group CAGR
  Value in KBDT  
Product Group Name
Number 2018 2019 2020 2021 CAGR

Anti Biotic 18 38784 48480 63802 84588 29%

Anthelmetic 6 11214 14018 17917 23420 28%
Horemone 1 2802 3503 4554 6147 30%
Steroid 1 935 1,168 1519 2050 29%
NSAIDS 1 2,268 2,835 3828 5167 32%
Anti protozoal 1          
Nutritional 13 41665 52081 67329 89312 28%
Bio protection 1 1363 1704 2215 2991 30%
New arrival 11          
 TOTAL 53 99031 123789 161164 213675 29%