Marketing plan of Domestic Biogas Index

Dedication Acknowledgment Executive summary Explanation of project Situation Analysis SLEPT Analysis SWOT Analysis Strength Weakness Opportunities Threats Mission Company objective Market objective Market budgets Market strategies Market summary Marketing segmentation Target market Positioning Marketing Mix {4ps} Product Price Place Promotion Market research Implementation Control

Dedicated To

By virtue of whom prayers we have been able to reach at this position

ACKNOWLEDGEMENT
Pen can do what the sword cannot. We pause to think what words do justice to express my gratitude to Almighty Allah for his unlimited graciousness because Words are scare and knowledge is limited to express his majesty .We have the pearls of our eyes to admire the blessings of the compassionate, omnipotent, the Merciful and the beneficent Allah who is the entire source of knowledge and wisdom. Due to his bounteous blessings, we become able to contribute this comprehensive assignment toward the deep ocean of knowledge already exist. Heart is warm with love and thoughts have turned to the city of knowledge The Holy Profit (P.B.U.H) His saying Learn from to Cradle to Grave inspired the strong desire in me to under take this course of valuable studies. we deem it as a great opportunity to offer my heartiest gratitude to my venerable teacher Mr. HAMMAD HASSAN, Lecturer, Department Of Business Management Sciences, University of Agriculture Faisalabad for his great efforts to make us under stand and to conduct this kind of activities of giving the great opportunity for learning beyond your existing area of scope. It would obviously be injustice not to mention the name of the people involved to make this assignment possible and helped their utmost to make me understand the overall operation of the company as of their best knowledge. we are thankful to all Operational Managers OF biogas Faisalabad Region, for their nice co-operation and proper guidance throughout our project , May Allah The Almighty bless our parents and well-wishers who are the permanent source of prayers for us and our successes in this world and after this world.

EXECTIVE SUMMARY
OUR aim is to launch a biogas plants in rural areas of Pakistan. Our mission is to economically enhance the living standard of Pakistan. Our goal is to establish 275000 plants in Pakistan market. We made situation analysis of this project as well. In situation analysis we analyze the economical environment, social environment, legal environment and as well as technological environment. We observed that Pakistan is a agricultural Country. And the major portion of GNP is contributed from agricultural and dairy products. There is some energy crises in Pakistan. We also conduct market research that biogas industry can grow in rural areas. We have a lot of buffalos so we can establish a lot of plants. There can be establishing 5 million biogas plants. In 1974 biogas introduce first time in Pakistan and establish 6000 plants. Pakistan centre of renewable energy technology (PCRET) has placed 1500 plants. With the help of (UNPD) initiative for rural and sustainable development (IRSD) placed 150 plants in Pakistan rural areas. We have make some SWOT Analysis of our company we will overcome our threats and make possible to convert our weaknesses into opportunities. We have make market mix in which we identify 7ps rather then 4ps because our product is equally important goods as well as services. our product is a plant thats provide the biogas and the material that is used for making biogas is animals dung. Through this plant we can save cutting trees and save our environment clean and healthy. The output of this plant is biogas and quality fertilizers. The peoples living standard will high in rural areas. Finally we have implement this plan into Pakistan market and we will control this plan by using feedback and feed forward method.

Situation Analysis:
We perform various form of analysis for making this project.

SLEPT Analysis
Economic Environment:
Pakistan is a developing country. The normally peoples are poor and have low incomes/wages. Per capita income is very low. Peoples are less educated and Unemployment rate is very high. Inflation rate is very high in Pakistan. There are some energy crises in Pakistan like electricity and gas load shading.

Social and Cultural Environment :

Pakistan is an agriculture base country the major portion of GNP is based on agricultural and dairy products. The 70% of population is living on agricultural based. The peoples are lived in rural areas and they grow fields and have cows and buffalos. They cut trees and burn wood for cooking.

Technological Environment:
In technology Pakistan is backward as compare to European countries. Pakistan used some traditional approaches for production. Like for making electricity used only water dams not utilized the natural resources in new technologies.

Legal and political Environment :

There is no political stability in Pakistan. The Pakistan GOVT. supported us to make this programme successful because it is also a programme of welfare of the rural society. There is no legal restrictions on this programme but we cant introduce this into urban areas as well.

SWOT Analysis:

Strength
Environment friendly product Best utilization of waste material Provide quality fertilizers for fields.

Weaknesses
Only introduce in rural areas. Lack of experts No long term gas storable.

Opportunities
Less cost Energy crises in Pakistan Less competition

Threats
Some people have unfavorable opinions about biogas. Not introduce in urban areas.

Mission
To economically enhance the living standard Of Rural society through environment friendly equipments And Professionally constant to remain reasonably Profitable.

Objective
Enhance the living standard of farmers in Pakistan Rural areas by achieving sales target up to 275000 In next 10 years.

Goal
By promoting biogas plants make possible to covered Central Punjab rural areas in next 5 years.

Market objective:
Promote the biogas programme on commercial bases within faisalabad market up to next one year.

Market budgets:
We have some budgets for the marketing of the biogas plants like for advertisements ,promotion activities and market research etc. there are some sponsors thats supported us to perform these activities like rural support program network give us budgets to permute this social activity.

Market Strategy:
We are focusing on social marketing and our aim is to enhance the living standard of rural society. So we use the cost leadership strategy.

History of biogas:

In 1974 biogas introduce first time in Pakistan and establish 6000 plants. Pakistan centre of renewable energy technology (PCRET) has placed 1500 plants. With the help of (UNPD) initiative for rural and sustainable development (IRSD) placed 150 plants in Pakistan rural areas. some private organizations placed 200 biogas plants in sialkot. but due to some reasons this programme not take boom in those days because they dont have any plan and marketing activities to permute biogas programme.

Marketing summary:

Pakistan is an agriculture based country. Pakistan have 57 million cows and buffalos by considering this figure there can be placed 5 million plants in Pakistan, but until now there is only 6000 biogas plants in Pakistan. Pakistan comes in hot countries according to whether. So the bio gas plants work more efficiently in hot whether. The piece of land is easily available for biogas plant. For making biogas plant the labor is easily available at low cost.

 Segmentation
Geographical
Chose Pakistan market and segmentized first into different provinces then make different segments of rural areas in all provinces. There are 2.13 million house holds in Pakistan.

Target market
We have chose multi segments for target market centered Punjab. First we chose Faisalabad, sargoda, toba take Singh. Because there is a less chance of coming natural gas in up coming 20 to 30 years.

Positioning:
We are focusing on enhance the living standard of farmers.

Market Research:
In rural areas where natural suigas not provided. The peoples are poor and not use gas slanders they demand a technology thats solve there energy problems easily available and less costly.

Market Mix:

We are basically providing the biogas plant equipments and as well as installation services. Our market mix depends on both equally goods and services.

Product:
Our product is a economically acceptable product. We provide the biogas plant in different sizes.
P la nt S ize s Ca t t le Gas P ro d uct io n [ho ur/ d a y ]
4 h rs 5-7hrs 6-8 hrs 8-11 h rs

4 m3 P lan t 6 m3 P lan t 8 m3 P lan t

3 10m P lan t

3-4 5-6 7-8 9-10

T a shfee n ( TP & C O)

17

Place
Our services is available only in rural areas as well as we install the plants only in that areas where the natural gas is not available.

Price
Our product prices are according to income of lower class people and our Product price is best suitable for farmers.

Biogas Plant Cost

Plant Size 4m3 6m3 8m3 10m3 15m3 Total Cost (Rs.) 32,528 35,908 39,441 43,454 59,730 Discount After Labour (Rs.) Discount Cost 7500 7500 7500 7500 7500 25,028 28,408 31,941 35,954 52,230 4,750 5,500 6,000 7,000 11,250 Ex_Lab& Discount 20,278 22,908 25,941 28,954 40,980

Promotion
We are promoting our product through different channels, internet, newspaper and by placing stalls in agricultural exhibitions.

Implementation:
We are finally implement marketing plan and starts work through different distribution channels on date 1st January 2010. As the number
of service providers increase, it will consolidate and expand networking activities among the various providers. However, biogas-specific activities for providers will be introduced, such as: cross-province tours and exchanges, peer support network, exchange of lessons learned, establishment of standards and recognition of excellence etc

Controlling:
Monitoring and evaluation On-going monitoring and end-of-year evaluation will be conducted by biogas officers. The final report will include sales figures and best practices, as well as user satisfaction data and feedback. The biogas Ltd will also facilitate a Focus group to get qualitative feedback during project implementation. Monitoring technical performance: by using gas meters in randomly selected households, the project intends to compare output and performance. All monitoring activities implemented by Biogas Ltd will be shared with the EASE biogas platform. Set up and procedures will be prepared and discussed in close cooperation with the EASE biogas platform. After each installation, the service supplier will leave a questionnaire to the client who will fill it out after 1,5 to 2 months of operation. The biogas officers will be able to validate the data obtained through their own informal reports on client satisfaction. Meanwhile, biogas officers will continue to monitor the overall performance of the suppliers. It is hoped that the demand created by the project will allow the selected top three suppliers to pursue autonomous retailing of biogas plants even in the absence of any promotional discount.

Presented By: AKMAL HUSSAIN 2009-ag-137 university of agriculture faisalabad akmalsaahil@yahoo.com