Solicitation for Branding and Marketing Services

Background

The Feed the Future Bangladesh Aquaculture and Nutrition Activity (BAA) is a five-year project of USAID that intends to improve nutrition through growth in the aquaculture sector.  BAA works in 21 districts of southwestern Bangladesh and two districts in the southeast.

BAA has been working with a number of fish hatcheries and nurseries to improve the quality of their production through the adoption of 'better management practices' in aquaculture (BMP).  Some of the measures to improve output add to operating costs but, fortunately, research shows that their target markets understand the value of higher quality and are willing to pay a slightly higher price to get it.

Unfortunately, the better hatcheries cannot distinguish themselves in the market.  Buyers cannot separate the good quality products from the lower quality ones.

It is clearly noticeable that the fish seed market lacks a formalized branding approach that can help good hatcheries to create a sound position in the market by placing the value proposition to the ultimate customers.

A brand identity and business to business promotional activity should solve the problem and position to the BMP companies to increase sales and gain market share.

Objective

The various businesses which supply higher quality products must be recognized as such and immediately identifiable in their target markets. 

To achieve this, these companies need help from a reputable advertising and marketing expert to position themselves in the market as the providers of higher quality products.

BAA would like to hire a reputable advertising or marketing agencies to help a selected number of independent businesses identify and solve its the most pressing marketing need.

Scope of work

The successful applicant(s) will deliver marketing support to six hatcheries and nurseries in the Jessore and Khulna districts.

The agency will work one on one with the client hatcheries and nurseries to understand the competitive environment for each individually, identify the primary marketing & promotion priorities, and implement the topmost strategy for growth.

BAA will provide a modest amount of funds to begin the work between the agency and the clients.  We envision an advertising or marketing agency working closely with each aquaculture enterprises one on one at the client's location over a month or two.  The agency will deliver a good, simple, and realistic marketing plan for the aqua-enterprise and a new brand, promotional campaign, or similar delivered to each client.  This is not one program for all but rather a custom solution for each client.

From this point onward, the agency and the client should continue working together as they will;  the agency has new clients.  The agency should see this as an opportunity for the agency to grow significantly.  This market of hatcheries, nurseries, and fish farms is virgin territory for marketing services.  The entire aquaculture sector needs  marketing services for branding and promotion.

Key deliverables:

    • Copies of each marketing plan and branding material
    • Comprehensive communication guidelines for different stakeholders

Who can apply?

Only qualified applicants should apply. "Qualified" means an enterprise or private sector with sound qualifications in advertising and marketing in B2B markets.

Application process

Interested parties should submit a concise proposal which includes an impressive presentation of its experience in marketing, advertising, and B2B markets; the hourly or daily rate charged to client; and a schedule for implementation.

Send this via email to: wfbanaproject@cgiar.org and mention the title of solicitation in the subject line on or before February 23, 2021.

Required documentation

If selected for the grant, the partner will be required to show:
    • A certificate of incorporation (for individual companies, a trade license);
    • Joint-stock registration certificate (if applicable);
    • An organizational organogram of key personnel, inclusive of the names of such personnel;
    • Tax Identification Number (TIN);
    • VAT registration number;
    • Proof of a segregated account (providing the name and address of such an account);
    • Other valid papers (provided by government institutions).
    • The consulting firm must bear all annual income tax (AIT).
    • The percentage of VAT and the total amount of VAT should be mentioned in the proposal.