1. Subject : EM- 510 (Principles of Marketing)
University of Dhaka
Department of Management
Studies
EMBA Program
Presentation
of
Group:05
Supervisor: Dr. Altaf Jalil
Professor, Dept. of Management Studies,
University of Dhaka
Presented by : Mohammad Zia Uddin Bablu, ID# 3-13-25-005
Md. Mahamudul Hassan, ID# 3-13-25-004
Md. Aktaruzzaman, ID# 3-13-25-006
1

2. Topic of Presentation:
Poultry Industry
&
Its Aspect in Bangladesh
Presented by
Md. Aktaruzzaman, ID# 3-13-25-006
Md. Mahamudul Hassan, ID# 3-13-25-004
Mohammad Zia Uddin Bablu, ID# 3-13-25-005

3. Introduction
 Poultry is one of the most important sectors of agriculture in
Bangladesh for maintaining the need of protein and nutrition. It was
in 1995 that the poultry industry started in an organized manner in
Bangladesh. In just 20 years the industry has seen exponential
growth. Investment in the sector stands at about 25 thousand crore
taka. Its growth rate is about 25%. There are over a hundred thousand
poultry farms, small and large, across the country, eleven grandparent
stock farms, 145 parent stock farms and hatcheries, and 60 or 70
poultry feed mills. About 5.5 million people are involved, directly
and indirectly, with the industry and approximately 50% of them are
women. A large section of the marginalised rural people earns their
living through this industry. Of the 18.6% of the GDP which comes
from the agricultural sector, one third is from the poultry industry.
Now it is seen that small scale poultry production contributes a lot in
the total industry. We have to protect it and make bigger to catch the
overseas market.

4. Backdrop Circumstances of Poultry
Poultry plays a vital role in Bangladesh & involves 85% of
rural people.
Six poultry farms were set up in 1947 at different locations
of the country, ‘Eggs and Hens’ in 1964.
Biman poultry complex started its operation, after
liberation,
BRAC developed “Rural Poultry Model” in 1983.
In early nineties, private parent stock farm started.
Large scale eggs and meat production have increased
production from last 20 years in this country.
C.P. Bangladesh Co. Ltd. started its operation as a lone
foreign company in the Bangladesh poultry industry in
1999.
C. P. Started to Marketing Cooked chicken items in 2008.

5. Importance of Poultry Production
in Bangladesh
In our daily life we need to take meat for getting animal
protein. So the poultry producers produce a big quantity of
eggs and meat which play a great role to the national
economy.
Poultry contributes a large part of our GDP. Of the 18.6% of
the GDP which comes from the agricultural sector, one
third is from the poultry industry
Government declared poultry as a thrust sector & classified
as agro based industry. Both eggs and chicken meat have
huge domestic demand. And poultry is the sector for obvious
profit.
It contributes- poverty reduction, new employment
generation, and nutritional status.

6. Present Status of Poultry Enterprise
Numbers of farms have been established in 1990
with bank support.
There are 145 hatcheries of which 117 are in
operation.
Only 18 breeding farms are fully environment
controlled.
85% hatchery produces only broiler and rest
produce layer.
Most of the Companies now have both hatchery
and feed mill.

7. Current Poultry Product flows of Bangladesh
Community Poultry Workers
(CPW)
Day Old Chicks
Chick Reapers
(In start up phase)
Vaccination & Supply of
Medicine
Village Poultry Reapers
Replacement Stock
Home Consumption
Community Market

8. Domestic Demand of Poultry Product
Bangladesh is a large market of poultry
product because of its population. We
need to produce more poultry to serve
our domestic demand. To prove the
high domestic demand there are some
statistics can be shown.

9. Requirement & availability of
meat & eggs.
Product
Requirement
Availability
Deficit
Deficit
Meat
43.8 kg
4.57 kg
39.23 kg
89.56%
(all type)
(120gmday)
(12.51gm/day)
(107.49
gm/day)
Eggs
104 (2/wk)
25 (0.486/wk)
79 (1.51/wk)
75.96%

10. Poultry farm & Poverty Alleviation in
Bangladesh
Poultry is used as a tool of poverty reduction.
Fostering the idea of community group formation
and skill development.
 Training regarding improved poultry husbandry
practices rolled with micro-credit.
For the rural poor especially the women to improve
their livelihood.
 Income generation and empowerment.
A group of entrepreneurs (enterprises) are
established
An integrated chain of production.

11. Company Overview
C.P. Bangladesh Co. Ltd. is a sister concern of Charoen
Pokphand. Group Thailand. C.P. Bangladesh Co. Ltd. is
incorporated in Bangladesh on 14th January 1999 doing
business in the Agricultural industry, Poultry sector.
Though C.P. Bangladesh Co. Ltd. is not in Bangladesh many
years, but in this shorter period it has established its own
Feed mills, Breeder Farm, Hatcheries, G.P. farm, fish feed
mill all over the country.

12. Objective of CP
 Objective:
C.P. Bangladesh Co. Ltd. has established with a vision
“To be a leader in Agro-business industry in
Bangladesh” and each day it is getting closer to its
vision

13. Corporate Culture
C.P Bangladesh Adhering to six guiding
principles, its working environment
constantly involves:
 Professionalism
 Product innovation
 Customer satisfaction
 Versatility and adaptability
 Quality products at lowest prices
Dedication and loyalty of the workforce

14. Mission of C.P
 Cultivating and processing crop products for
animal feed.
Production and further processing of livestock
and aquaculture products
Providing channels of food consumption through
food service and retail outlets
Providing integrated communications and
content services through fixed, wireless and
cable networks.

15. Strategy
C.P. Bangladesh Co. Ltd. focuses on quality
and productivity. C.P. Bangladesh Co. Ltd.
prepares them for the future by building
world-class facilities, Transferring
technology, trained up efficient
management. They look at the future with
confidence

16. C.P Bangladesh products…
Feed mill
Hatchery
Broiler Farm
Pullet
D.O.C (Day old chicks)
Fish fry Animal Health Medicine and
Vaccine
Cooked food
Fresh egg.
Hybrid Maize seed

17. Marketing mix of C.P. Bangladesh Co.,
Ltd
Product
Feed
D.O.C (Day old chicks)
Ready pullet
Fish fry
Animal Health Medicine and Vaccine
Cooked food
Fresh egg.
Hybrid Maize seed

18. Price
A comparison in the D.O.C price with other companies -

19. Place: Distribution Channel
C P trying to establish dealer points starting with the
poultry zone’s of the Bangladesh like Saver, Gazipur,
Narayangong and the major district.
CP gives two mainly two types of dealership, 1)
Independent dealer 2) Direct feeder.
CP has established its feed mills in the convenient places.
It has three feed mills in Dhaka (Saver), Rajshahi, and
Chittagong.
It has three poultry hatcheries and one fish hatchery. They
are in Dhaka, Borga and in Chittagong. The location of its
feed mill and hatchery gives it a competitive advantage.

20. Promotions…
C.P prefers participations poultry fair and
other events rather then advertising.
Group selling meeting and seminar is one of
the main promotional activities.
Its offers different promotional facilities for
the dealers providing a target sale.

21. Analysis of Major Competitors
Kazi
Kazi Farms Limited was established in 1996 as
a hatchery of imported eggs. The following
year it started its own parent farms, and in
2004 production started in its grand-parent
(GP) farms.

22. SWOT Analysis.

23. Analysis of Major Competitors
AFTAB
Founded in 1991, Aftab Bahumukhi Farms Limited
was established at Bhagalpur, Bajitpur in the
district of Kishoregonj, about 110 km northeast of
Dhaka City. Its main objective was to provide and
make available good and hygienic sources of
poultry protein, dairy product, fish, vegetables,
cereals etc.

24. SWOT Analysis.

25. Problems in the poultry industry
Bird Flue- Great Threat for Poultry Industry
Nutritional problems
Heat stress
Cannibalism and feather picking
Injury
Poorly designed poultry houses
Poisoning
Rodents
Insufficient Loan and Barrier.
Many Intermediaries in Marketing Channel
Poultry disease

26. Market Segmentation
Focus the highly acclaimed slaughters house
which supply meat to the various class of
customers.
Target groups would be the high end customers
vying for the best possible chicken.
We want to displace the import of chickens from
countries like India, Indonesia, Brazil, etc. by
50% in 5 years.

28. RECOMMENDATION AND SUGGESTIONS
 Avian Influenza or Avian Flu in Poultry Industry
 Syndicate of Hatchery Owners and Intermediaries
 Insufficient Loan and Barrier to Raise
 Difficulty in Price Setting
 Poultry Disease Prevention and Control Situation
 Policy and Regulatory Issues
 Low Productivity, No Database on Production
 Infrastructure- Training Facilities & Diagnosis Facilities
 Many Intermediaries in Marketing Channel
 Bio-Security and Disease Prevention Concern
 Overseas Operation of Poultry Supplies

29. Concluding Remarks:
C P Bangladesh Co, LTD has started its business with a
very limited resource but with lots of experience. By
2008 it has establish 4 feed mills and 3 hatchery
targeting poultry industry. It has the vision to be the
leader of agro-business of Bangladesh. If the bird flu
may have not attacked it would invest a lot more in the
industry. But C P still believes that there is a great
opportunity in the poultry in Bangladesh as there is
demand for poultry product and Bangladesh’s economy
is growing confidently.

30. THANK YOU