Académique Documents
Professionnel Documents
Culture Documents
1. Project Background
The Cereal Systems Initiative for South Asia Mechanization and Irrigation project (CSISA-MI) is
a partnership between CIMMYT and iDE, funded by the USAID Mission in Bangladesh under
President Obamas Feed the Future (FtF) Initiative. CSISA-MI seeks to transform agriculture in
southern Bangladesh by unlocking the potential productivity of the regions farmers during the dry
season through surface water irrigation, efficient agricultural machinery and local service provision.
CSISA-MI is an initiative of the wider CSISA program in Bangladesh (CSISA-BD). CSISAs goal is
to Increase food and income security at scale through sustainable intensification of cereal-based
agricultural systems. CSISA-MI builds on lessons learnt and opportunities identified by CSISA-BD.
While CSISA focuses on adaptive technology testing, deploying new crop varieties, training
farmers, and facilitating output markets, CSISA-MI goes beyond this to focus on upstream market
interventions to ensure that technologies needed for agricultural intensification are sustainably
available through local markets.
In the FtF Zone, agricultural productivity is constrained by the following key factors: limited irrigation,
growing energy and fuel costs, increasing labor scarcity and cost, low crop intensity, and lack of
sustained commercial access to productivity enhancing technologies. CSISA-MI has targeted four
agricultural machines, the commercialization of which can ease these constraints and increase
productivity and income for farmers. The four machines and key benefits are provided below:
Machine
Key Benefits
Axial
Flow
Pump
(AFP)
Seeder
Fertilizer
Drill
(SFD)
Raised
Bed
Planter
(BP)
MultiCrop
Reaper
iDE Bangladesh: Khurshid Garden, House # 21 (Apt. 202, 302, 601), Road # 123, Gulshan-1, Dhaka-1212
Tel: +880 (0) 2-988-6515, Fax: +088 (0) 2-988-6548, info@ide-bangladesh.org, http://www.ide-bangladesh.org
Page 1 of 5
TERMS OF REFERENCE
CSISA-MI Marketing Consultant Implementation
January, 2015
By the completion of CSISA-MI project, the following impacts will be achieved in three Strategic
Objective (SO) areas:
Page 2 of 5
TERMS OF REFERENCE
CSISA-MI Marketing Consultant Implementation
January, 2015
and 2) a greater number of farmers can be motivated to seek out agricultural machinery services.
The marketing Agency will augment the efforts of the PCs, and deploy its expertise to identify the
best marketing channels and avenues for increasing demand for 1) the target machineries and 2)
the services those machineries provide.
The Agencys work will geographically coincide with the work of the projects four hubs: Barisal,
Faridpur, Jessore, and Khulna. This work will focus on three of the four project machines: axial flow
pump (AFP), reaper, and seeder-fertilizer drill (bed planter is not considered at this stage, but wil
be in the future). Focus districts for each machine are:
The agencys work should complement efforts to achieve the following sales targets: 200 or more
AFPs, 100 or more reapers, and 50 or more SFDs.
Two agencies will be selected for this assignment: one for reaper and the other for a combination
of AFP and SFD. This division is for two reasons: 1) the AFP and SFD are both the products of one
company, RFL, and the agencys work should closely complement RFLs while the reaper is
supplied by two companies, ACI and Metal, and the agencys work for reaper should not be branded
and 2) by working with two different agencies, the project will learn from different approaches and
improve marketing strategies for future years in the project.
Developing marketing plans in conjunction with CSISA-MI and the PCs. These marketing plans
will include sales targets, proposed districts, modality for the campaign, key sales and
distribution channels, budget, and other stakeholders required (such as finance partners).
Deploying marketing activities to provide PCs with supplementary marketing support as per the
agreed plans;
Reviewing and reporting progress of marketing activity deployment; and,
Providing recommendations for optimizing the marketing strategies of PCs.
iDE Bangladesh: Khurshid Garden, House # 21 (Apt. 202, 302, 601), Road # 123, Gulshan-1, Dhaka-1212
Tel: +880 (0) 2-988-6515, Fax: +088 (0) 2-988-6548, info@ide-bangladesh.org, http://www.ide-bangladesh.org
Page 3 of 5
TERMS OF REFERENCE
CSISA-MI Marketing Consultant Implementation
January, 2015
6. Expected Deliverables
The following deliverables are expected from the Agency under this ToR:
1)
2)
3)
4)
7. Eligibility Criteria
General experience and expertise requirement for the Agency applying:
8. Work Schedule
The work is expected to be conducted February to April, 2015. This means completion of the
tactical marketing campaign by March 2015 and all tasks in the assignment, including submission
of the final report, by April 2015. In case of unforeseen circumstances outside the responsibility of
either party which cause delays, a revised deadline will be mutually agreed by both parties. It is
understood that unless major changes in the scope and timeline of the study are required in this
case, the Agency is expected to complete the work within the agreed budget.
Month
February
Week 1 2 3 4
March
April
May
5 6 7 8 9 10 11 12 13 14 15 16
Activities
(1) Develop marketing plans in conjunction
with CSISA-MI and the PCs
iDE Bangladesh: Khurshid Garden, House # 21 (Apt. 202, 302, 601), Road # 123, Gulshan-1, Dhaka-1212
Tel: +880 (0) 2-988-6515, Fax: +088 (0) 2-988-6548, info@ide-bangladesh.org, http://www.ide-bangladesh.org
Page 4 of 5
TERMS OF REFERENCE
CSISA-MI Marketing Consultant Implementation
January, 2015
(2) Deploy marketing activities to provide
PCs with supplementary marketing support
(3) Review and report progress of marketing
activity
(4) Provide recommendations for optimizing
the marketing strategies of PCs
9. Bid Submission
All expressions of interest should include (to be received before 28th of January 2015, 5PM):
Interested and qualified consultants / consultancy firms should submit their proposals to iDE
Bangladesh through two methods. First a hard copy should be mailed to:
Kevin Robbins
Deputy Project Manager, CSISA-MI
iDE Bangladesh
Apt 601, House 21, Road 123, Gulshan 1, Dhaka 1212, Bangladesh
Second, a soft copy should be emailed to info@ide-bangladesh.org and the iDE CSISA-MI Deputy
Project Manager, Kevin Robbins, at kevin.robbins@ide-bangladesh.org. The subject line for this
soft copy email should be CSISA-MI A2F Product Development Proposal.
iDE Bangladesh: Khurshid Garden, House # 21 (Apt. 202, 302, 601), Road # 123, Gulshan-1, Dhaka-1212
Tel: +880 (0) 2-988-6515, Fax: +088 (0) 2-988-6548, info@ide-bangladesh.org, http://www.ide-bangladesh.org
Page 5 of 5