marketing of tomorrow‘s jute product - jute geotextiles
TRANSCRIPT
Marketing of tomorrow‘s Jute Product
- Jute Geotextiles
Ansoff Matrix to analyse market opportunities for jute products
Product Market
Existing Product
New Product
Low Risk
Present Market
Market Penetration (Expand existing market with existing product)Hessian / Sacking / Other conventional products.
Product Development (Develop new product for existing market)Home Textiles, Made Ups, Gifts & Life Style Products.
High Risk
New Market
Market Development (Sell existing product in new market)Yarn / Food Grade Jute Products / Shopping & Hand bags / Floor Coverings / Speciality Hessian &Value-added Jute Fabrics.
Diversification (Develop new product to sell in new market)Technical textile products like Jute Geotextiles (JGT) / Jute Agro-textiles (JAT) / Jute composites
High RiskLow Risk
Change required in Product Mix
Product Category Existing Mix Future Mix Sacking 67% 40 %Hessian 14 % 10 %Yarn 6 % 10 %Others (including JDPs) 11% 20 %Non-conventional value-added Items(like Jute Geotextiles (JGT) / Jute Agro-textiles (JAT) / Jute composites)
2 % 20 %
The future product mix thus projects significant increase in the market of Non-conventional value-added Items like Technical Textiles of which Jute Geotextiles is the most significant product.
Market Potential Exploration
Jute Geotextiles is definitely not the panacea of all soil related problems
Some applications are clearly suited to jute, Other applications are more easily satisfied
by the other types of geotextiles
The strategy should therefore be to identify the potential areas for application of JGT and direct the promotional / marketing effort accordingly.
Market Potential ExplorationThe salient properties which determine the effectiveness of a geotextiles are: • water holding capacity, • Improved growing opportunities for vegetation• the thickness and roughness of fibres and yarns, • their orientation across the slope and • installation procedures which do not disturb the
site.• Completely bio-degradable
These properties are in favour of application of JGT for surface soil erosion control.
Market Potential Exploration• JGT helps improve, as a change agent, the
geotechnical properties of the soil on which these are applied.
• JGT, being permeable, allows the water retained within soil to permeate across its plane and also to disperse water along its plane.
• The porometry of JGT is also the determinant in retention of soil-particles on which it is laid.
• No need for post-application waste removal because of the bio-degradability
These properties are in favour of application of JGT in strengthening of road sub-grades, railway track stabilization and consolidation of soft soil.
• Government Thrust1
The Government in
India and Bangladesh
should promote the usage of JGT in domestic civil
engineering projects given
its environmentally
friendly attributes and it is suggested to
frame a congenial policy frame work to promote use of
JGT in government
projects where it deems fit.
Suggested Strategy Plan for marketing of Jute Geotextiles
Issues to be addressed in the Desired Policy Framework
Usage policies do not cite use of JGT specifically and have left its use up to the discretion of contractors
Incentive to lower road maintenance / river bank / hill slope protection cost
Some application may not be significantly financially beneficial but have environmental benefits and hence can’t be left to the discretion of the users
Inclusion in Schedule of Rates (SoR) in different states
National Rural Road Development Agency (NRRDA) has issued a guideline to the State Rural Road Development Agencies in India for use of Jute Geotextiles for R & D purpose for which use of 15 % of the total length of the projects has been made mandatory. WBSRRDA has identified 5 districts for this R & D initiative.
Status of inclusion of JGT in SoR PW (Roads) Directorate in West Bengal has included two items viz, 724 gsm woven JGT (developed under CFC/IJSG/21 project) for strengthening of road sub-grade and 500 gsm Open Weave JGT in its SoR.
Irrigation & Waterways (I&W) Department, Govt. of West Bengal has included 1200 gsm woven bitumen treated JGT as an item of work in its Schedule of Rates for river bank erosion control work. Inclusion of 627 gsm woven JGT (developed under CFC/IJSG/21 project) treated with natural additive is under active consideration of the department to include in their SoR. Indian Railways has also incorporated 3 types of open weave JGT in their Unified SoR.
• Production and Streamlining of JGT Supply Chain
2
The production front of the
industry supplying JGT
has to be streamlined so as to provide timely supply
of quality materials to
the end users. Identification of few small
scale units with necessary
infrastructure capability of
supplying different
categories of geotextiles will
provide the desired boost
to the production
base.
Suggested Strategy Plan
Sl. No. DW Plain Weave Jute Geotextiles Open Weave Jute Geotextiles
1 Gloster Limited Gloster Limited
2 Reliance Jute Mills (International) Ltd. Reliance Jute Mills (International) Ltd.
3 Ludlow Jute & Specialties Ltd. Naffar Chanda Jute Mills Ltd.
4 Birla Jute Mills Bristi Vinimay Pvt. Ltd
5 Hastings Jute Mills
6 Hukumchand Jute Mills
7 Cheviot Co. Ltd.
8 Shree Gouri Shankar Jute Mills Ltd.
9 Ambica Multifibres Ltd.
10 Naihati Jute Mills
11 Shri Krishna Jute Mills, Elluru
12 Tripura Jute Mills
Newly designed JGT supplied by following Jute Mills in India
Jute Geotextiles: channels for information, decision-making and physical movement
SPECIALIST CONSULTING ENGINEER FOR
PREPARATION OF DPR
CLIENTPublic authority
or private enterprise
MAIN CONTRACTOR
AGENT FOR JGT SALES
AND DISTRIBUTION
TRADER / IMPORTER
SUBCONTRACTOR
JGT MANUFACTURER
Straight lines indicate channel of distribution for Domestic Market.Broken lines indicate channel of distribution for International Market.
Agent for JGT sales and distribution
JGT market like SGT market is so fragmented that the process of Direct Marketing (i.e. sale without an intermediary) by Mill Companies may not be a feasible proposition and the process of clinching sale through an intermediary would be a better option.
Therefore, with the advent of JGT marketing agent for JGT sales and distribution will soon emerge.
The main problems to be faced in JGT marketing
1. Non availability of JGT products off the shelve
2. Fluctuation in price of JGT
3. Lead time of delivery (order to delivery time span) should not exceed 30 days
• Technical Specifications & Standardisation3
Although the customer
requirement would vary since the applications are site specific,
some sort of standardisation
and specification of the material is
the basic requirement for
the healthy growth of the
product. Application wise
specifications may be drawn out broadly to
provide guidance to the manufacturers as also to the
users.
Suggested Strategy Plan
JGT Standardization Status in India 3 Standards drafted by NJB & IJIRA on guidelines for use of
JGT for i) rain water erosion control in slope of railway and road embankments & hill slope ii) for rural road construction & iii) river bank erosion control have been published by BIS
“Rural Roads Manual” (IRC: SP – 20 : 2002) published by Indian Roads Congress (page 77 – 78).
“Guidelines for Earthwork in Railway Projects” (Guideline No. GE: G-1), 2003 published by R.D.S.O., Ministry of Railway, Govt. of India.
CEN 189 authority in Belgium would not consider any proposal for international standards without standardisation of the product in the proponent countries.
• Promotion & Events4
Unfamiliarity with JGT and insufficient clarity on technical
specifications are presently the important bottlenecks for
large scale application of
JGT. Some misconceptions about the bio-degradability
of Jute and lack of awareness
are also impeding the growth of the
use of Jute geo-textiles.
Suggested Strategy Plan
To work out a successful strategy for building awareness and acceptability for JGT, we need to learn from the success story of synthetic geotextiles and asses their appropriateness for Jute Geotextiles.
The most important factor would be the extent of success in convincing the Principal Commissioning Authority / Engineering Communities on the advantages of JGT through research / application findings on the efficacy of the new product.
Target audience1) Road construction administrations at national,
regional and local levels;2) Local Government Bodies concerned with landscaping and minor refurbishment works, coastal protection and other public works;3) Railway administrations;4) Waterways authorities;5) Central and State Government Departments dealing with energy, environment, transport, etc. The organisations targeted are National Rural Road Development Agency & State Rural Road Development AgenciesMinistry of Environment & ForestMinistry of Road Transport & HighwaysMinistry of Water Resources
During the project period PEA has so far organized 69 Promotion Programmes / Awareness Workshops at different parts of India and overseas. The focus of the Awareness Workshops would, henceforth, be on middle level engineers of Panchayet and Rural Development, PWD, Irrigation Departments as well as practicing civil engineers and jute technologists.PEA in association with DJFT, CU (IJT) has decided to organise quarterly awareness course on Jute Geotextiles for endusing organisations in India. The course will start from the month of April 2014.
NEEDS
BENEFITS
ADVANTAGES
FEATURES
The end-users product knowledge sequence for JGT
OBJECTIONS
BENEFITS
ADVANTAGES
FEATURES
The selling sequence for Jute Geotextiles
Show feature
Explain advantage
Lead to benefit
Let user object
Type of objections commonly raised by JGT users
Need Objecti
on
Product/
Technology
Objection
Price Object
ion
Supply Objecti
on
Time Objecti
on
Source
Objection
Locating and qualifying
prospective user
Pre-approach
Approach
Handling objection
User’s need analysis
Presentation and
interaction
Follow up
Selling process of JGT
It is proven that finding out a new customer is five times more costlier than tying up an existing customer. The customer retention would therefore be an important aspect in JDP promotion. Since customers seldom volunteer to inform their reasons for dissatisfaction, it becomes duty of the supplier to capture the voice of customers and to redress just-in-time their grievances, if any, before they silently drift out.
Four different mental make-ups of prospective JGT users
•No Need •No Want•No Money•No Hurry
Early Adopters
(13½%)
Early Majority
(34%)
Late Majority
(34%)
Venturesome
(2½%)
Laggards
(16%)
Rate of Adoption Pattern of innovative technical products
Venturesome (2½%) – Newness is obsession /off-beat Early adopters (13½%) – Opinion leaders. Market begin to accept Early Majority (34%) – acceptance becomes widespread Late Majority (34%) – Purchase only on economic reasons Laggards (16%) – Reluctant adopters or traditionalists. By this time the product is beginning to be superseded by something else Non adopters - never buy / use the product
Last but not the least
Our marketing endeavor in promoting Jute Geotextiles should be all out, consistent and not sporadic.
JGT marketing is nobody’s business. This is everybody’s business (all stakeholders in jute sector).
Good Luck