��‫ﺷﺮﻛﺔ ﻭﺍﺩﻱ ﺍﻟﻘﻤﺮ ﻟﻼﺳﺕﺜﻤﺎﺭ ﺍﻟﺰﺭﺍ‬

Moon Valley for Agricultural Investment

Tel: + 970 2 2311005
Fax: + 970 2 2321260
January 14th, 2018

Request for Proposal

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Implementation of Firm Level Technical Assistance

“Branding and Packaging Development”

Introduction

This RFP provides instructions to Business Service Providers (referred to as BSPs or Offerors) intended to aid
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Offerors in the preparation of their proposals. The instructions shall not form part of the final offer or the
contract. However, the Statement of Work will form part of the contract.

Submission and Proposal Deadline

Local Offerors must submit in asealed envelope2 (Two) hard copies of a Technical Proposal and 2 (Two) hard
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copies of a Cost Proposal to the following address no later than 25.01.2018

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Palestinian Market Development Programme (PMDP)

Millennium Bldg. 4th Floor, Kamal Naser Street, Al Masayef, Ramallah, Palestine

International Offerors must send a soft copy of the Technical Proposal and a soft copy of the financial
proposals to fidaa_mousa@dai.com stating in the subject of the email “Moon Valley Agriculture– BSP Name”.

BSPs MUST send a confirmation email of the delivery of the technical and financial proposals to
bidsconfirm@pmdp.ps.
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The Technical Proposal and the Cost Proposal MUST be kept separate from each other. Technical proposals
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must not make reference to costs or prices in order that the Technical evaluations may be made strictly on
the basis of technical merit.

Offeror Eligibility

Purchase orders and /or contracts shall be awarded to responsible bidders. Offerors must:

 be registered as a business with the proper authorities

 have adequate financial resources to perform the purchase order/contract, or the ability to obtain
them
 Be able to comply with the required or proposed delivery or performance schedule, taking into
consideration all existing commitments
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Moon Valley for Agricultural Investment
Tel: + 970 2 2311005
Fax: + 970 2 2321260
 Be qualified and eligible to receive an award under applicable laws and regulations.
 A necessary organization, experience, accounting and operational controls, and financial skills
necessary to perform the Scope of Work below.
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 A satisfactory record of integrity and business ethics.

Bidders must submit their company profiles inside the technical proposal. The company profile must
demonstrate that the bidder has:

 A brief history of the company

 The human resources capacity and the organization structure.
 Type of services that the bidder provides currently.
 A satisfactory performance record including successfully completed assignments with brief
description, technology used, and projects duration.
 Customer list

Conditions for Offerors

Offerors are expected to examine the Statement of Work and all instructions contained in this Request for
Proposal. Failure to do so will be at the Offeror's risk. Offerors invited to submit proposals are under no
obligation to do so. Offerors will not be reimbursed for any costs incurred in connection with the preparation
and submission of their proposals. The parties issuing this RFP reserve the right not to make any award as a
result of this request and reserve the right to perform a pre-award survey which may include, but not limited
to: 1) interviews with individuals to establish their ability to perform contract duties under the project
conditions; 2) a review of the Offeror's financial condition, business and personnel procedures, etc.; and
3) site visits to the Offeror’s institution.

Instructions for the Preparation of the Technical Proposal

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The Technical Proposal should demonstrate the Offeror’s experience and ability to carry out the work
described in Statement of Work. Proposals must be prepared in English.

1. Technical Approach: Offeror shall provide a clear and concise description of their technical approach to
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complete the work specified in Statement of Work. The technical approach must include a time line U

specifying due dates of the deliverables. U

Technical proposals should clearly include the followings:

• Company's relevant experience for the assignment: Provide your company’s relevant experience
for the requested assignment. Points will be awarded for the relevant assignments only.U U

• Qualified Staff CV for the specific tasks: Attach the CVs of the qualified staff that are going to
work on this assignment. CVs should be relevant to the requested consultancy assignment. Any
non-relevant CV will not score in the technical evaluation.
 ��‫ﺷﺮﻛﺔ ﻭﺍﺩﻱ ﺍﻟﻘﻤﺮ ﻟﻼﺳﺕﺜﻤﺎﺭ ﺍﻟﺰﺭﺍ‬
Moon Valley for Agricultural Investment
Tel: + 970 2 2311005
Fax: + 970 2 2321260
• Understanding of the project and its objectives: Provide general understanding of the
assignment and its objectives. Also, provide a general high level or detailed description of the
system features and functions, technology to be used, and how the system proposed will achieve
the assignment objectives. Moreover, please indicate your approach to tackle the objectives and
achieve the entire deliverables.
• Detailed methodology: Provide a detailed description demonstrating how you would conduct this
assignment in terms of the tools used to achieve your proposed approach to fulfill the assignment
objectives. The methodology shall describe your project management plan.

• Action plan: Provide a detailed initial project plan that describes all activities and actions you
intend to take, including tasks and milestones for the requested assignment. The time plan must
be as detailed as possible. A time plan that simply shows the phase duration without the phased
tasks and duration is weak and does not reflect a good understanding of the required assignment.

Instructions for the Preparation of the Cost Proposal

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Any award under this RFP will use a fixed price purchase order. This means that an Offeror must be
prepared to complete the deliverables specified in the Statement of Work for their proposed fixed price
regardless of the actual level of effort and other costs incurred.

The Cost Proposal must be in United States Dollars and clearly show the VAT, and should be prepared in
English. The Cost Proposal Template is required to aid in understanding how the Offeror derived their fixed
price.

Evaluation of tenders:

• Evaluation of technical offers

The quality of each technical offer will be evaluated in accordance with the award criteria and the
associated weighting as follows:

No Criteria Max

1 Company's relevant experience for the assignment 25

2 Qualified staff CV for the specific tasks 20
3 Understanding of the project and its objectives 15
4 Detailed methodology 30
5 Compliance with time and technical requirements 10
Total 100
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Moon Valley for Agricultural Investment
Tel: + 970 2 2311005
Fax: + 970 2 2321260
• Evaluation of financial offers
Upon completion of the technical evaluation, the envelopes containing the financial offers for
tenders which were not eliminated during the technical evaluation will be opened (ie, those which
have achieved an average score of 70points or more).

• Choice of selected tenderer

The best value for money is established by weighing technical quality against price on a70/30basis.

• Best and final offer

Prior to the completion of the evaluation process and the selection of the winning firm, bidders may
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be asked to submit a best and final offer as the final quoted price for the accomplishment of the
work.

Cancellation of the tender procedure

In the event of cancellation of the tender procedure, tenderers will be notified of the cancellation. If the
tender procedure is cancelled before the outer envelope of any tender has been opened, the unopened and
sealed envelopes will be returned to the tenderers.

Cancellation may occur where:

o The tender procedure has been unsuccessful i.e., no qualitatively or financially worthwhile tender has
been received or there is no response at all;
o The economic or technical data of the project have been fundamentally altered;
o Exceptional circumstances or force majeure render normal performance of the contract impossible;
o All technically compliant tenders exceed the financial resources available;
o There have been irregularities in the procedures, in particular where these have prevented fair
competition.

Additional information before the deadline for submission of tenders

The tender dossier should be clear enough to avoid candidates invited to tender from having to request
additional information during the procedure. If the Contracting Authority, either on its own initiative or in
response to the request of a short-listed candidate, provides additional information on the tender dossier, it
must send such information in writing to all other short-listed candidates at the same time.

The tenderer may submit questions in writing to the following email address up to one (1) day before the
deadline for submission of tenders, specifying the publication reference and the contract title.
mhamed@nesco.ps
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Period during which tenders are binding

Tenderers are bound by their tenders for 90 days after the deadline for the submission of tenders.
Acceptance
All the deliverables of the RFP mentioned in the (SoW) section should be approved by the company.
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Moon Valley for Agricultural Investment
Tel: + 970 2 2311005
Fax: + 970 2 2321260
Scope of Work (SoW)
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Implementation of Firm Level Technical Assistance

“BDS Service: Branding and Packaging Development”
Company Overview
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Moon Valley Agriculture is a newly established company and owned by Mr. Musa Iyasi and Mr. Ihab
Msha'sha. Its main business is in agro-industrial products; mainly on cleaning, grading, packing and freezing
dates according to export market regulation.

The company offers its services to different farmers from Jericho and nearby areas. In addition, the company
does its own branding, packaging and packing.

The concept of Moon Valley factory: Date palm harvesting season in Jericho and Jordan valley starts in early
September and last for 70 days depending on the stage of maturity or ripeness of the fruit. The proposed
packaging facility will target the full mature dates (TAMR) produced by the Palestinian farmers after
harvesting. The farmer will implement first postharvest handling processes to improve the quality and reduce
the cost of grading and packaging. These processes include the following:

1- Ripening: to reach the full ripening stage for dates (color changes from yellow to red or brown).
2- Field sorting: to remove infested and un-ripen or spoiled dates for the purpose.
3- Drying, curing: to reach the required moisture content. It is done under the shade.

Dried and primary sorted dates produced by farmers then will be transported to the packaging house.

Moon Valley’s vision is to reach the highest quality standards in Palestine and the region through using state
of art grading, sorting, and packing lines, and that to maximize its capacity, and to enter new international
markets within its first 5-year of operation.

The company feels that it has a mission to provide Palestinian farmers with the facility that can perform
postharvest handling processes for their production of dates in order to produce a product with high quality
that reaches the acceptance of consumers in local, regional, and international markets.

http://moonvalley.ps
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Moon Valley for Agricultural Investment
Tel: + 970 2 2311005
Fax: + 970 2 2321260
Purpose of the Intervention
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The purpose of the intervention to be carried out by the selected Service Provider is:

• To develop Moon Valley local, regional and international branding strategy and its corresponding
professional branding book.

• To design creative product packaging for the company products (Dates) and (Syrup).

Tasks
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The Scope of Work to be undertaken by the assigned Service Provider is:

>> Task 1: Kick-off meeting between Moon Valley and Service Provider;

>> Task 2: Developing Moon Valley branding strategy, and branding book that includes developing and
creating the following:

Company Branding Strategy

o Develop brand name, brand tagline, brand positioning and positioning statement.

o Define the brand target audience and different segments, Segmenting targeting and positioning (local
and at least 2 potential regional or international markets)

o Develop a stakeholder map, that define all stakeholders to the brand

o Develop different messaging to different stakeholders.

o Develop a brand communication plan; that shall include all media tools to be used to communicate
the brand.

o Develop brand packaging concept and list all needed information. Taking into consideration the
different target segments / markets.

Company Branding Book

o Design brand logo and define brand colors. Three different logo options should be submitted.

o Design and suggest brand typography and include in the final brand guideline.

o Design branding book applications including Business cards, letter heads, invoices, delivery notes,
envelops, folders, labels, packaging, uniforms, signage, and any additional items to communicate the
brand.

o Design a template for advertisements, store display and promotional items.

o Develop the brand book guidelines for implementation of the brand and its applications includes all
brand guidelines and brand implementation.
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Moon Valley for Agricultural Investment
Tel: + 970 2 2311005
Fax: + 970 2 2321260
>> Task 3: Designing creative products Packaging for the company main products ( Dates)(Syrup), three
different packaging options should be submitted.

>> Task 4: provide moon valley staff with one day training session on the company branding strategy
and the branding book.

>> Task 5: Drafting and submitting of assignment final report.

Duration of the Assignment

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The total assignment will take no longer than 8 weeks and is anticipated to start as of February 1st, 2018.

Expected Deliverables
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As a result of this assignment, the Service Provider will provide Moon Valley with the following deliverable(s):

• Moon Valley Branding strategy

• Moon Valley branding book including all application.

• Source code file for the branding book applications.

• Product packaging design for Date and Syrup.

• Source code file for products packaging.

• Assignment completion final report

Reporting
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The Business Service Provider should report the progress of the assignment to

Name: Mr. Murad Hamed

Title: Project Development Manager
E-mail: mhamed@nesco.ps
Mobile: +972599 777 789