kế hoạch tiếp thị trực tuyến sản phẩm bát tràng của công ty minh hai

Kế hoạch tiếp thị trực tuyến sản phẩm Bát Tràng của công ty Minh Hai
1: General Introduction:
1.1

Introduction Enterprise:
Minh Hai Ceramic Co., Ltd was found in August 05, 2000 in Bat Trang Ceramic

Village Started from a home ceramic business with more than 16 years of experiences, we
provide the highest quality ceramic products in the area. We have 700m2 of showroom,
3000m2 of manufacture plan, and 1000m2 of shipping plan which specialize in making
and trading both mass ceramic products and customized as order. All of our products have
to pass a quality control test and a safety test which are recommended for different
markets globally. We have been exported our products to many companies globally such
as U.S.A, Korea, Australia, New Zealand, etc with $1.3 mil-$1.5mil revenue yearly. We
are also member of Bat Trang Ceramic Association and Hanoi Small and Medium
Business Association.
1.2

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Business products:


Household ceramic



Decoration items.



Souvenirs



Ect...

Marketing plan:
Souvenir, fine art and handicraft products market of Viet Nam. Export turn-over of

ceramics have always leading the Viet Nam’s fine art and handicraft group. In the
beginning six moth of 2010 export ceramic items reached $151.3 million, accounted 4.3%
nation turn-over.
Currently, export ceramic enterprises have to face with the challenges of both fuel
price fluctuations and severely production competition.
In the context of severe competition, Viet Nam also has it own strength that is: Viet Nam
has famous ceramic villages; different in products and sophisticated manipulate technical,
which machines can not replace.
Therefore, develop ceramic industry with the solution of improving product
quality, creating the different in valuable feature, full of national culture identities and
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satisfying customers are the vital principles of ceramic industry, especially ceramics, fine
arts and handicrafts of Viet Nam.
2.2 Customers, potential customers...
- Domestic and foreign customers who have demand of using craft household potteries,
decoration ceramics, gift...
- Export market: Japan, US, German, Taiwan...are the major market.
`This is statistic board of February 2011 pottery export markets: (two months)
Currency: USD

Increase&
Market

Export

Export

of decrease

February

two months

percentage

Increase& Increase
Decrease

&Decrease

percentag

percentage

compare with e

compare

Jan 2011

with

compare

the

with Feb same
Value
Japan
USA
German
Taiwan
Thailand
UK
Australia
Malaysia
Korea
Denmark

19.410.456
3.004.299
2.800.954
1.666.505
1.620.754
1.015.458
885.369
772.679
731.516
489.683
322.049

56.151.776
6.944.089
8.125.688
6.624.334
4.501.453
2.651.523
2.395.942
2.085.337
1.217.386
1.409.125
1.771.000

-47,17
-11,29
-46,53
-66,52
-43,25
-37,93
-41,39
-41,13
+50,56
-45,71
-77,77

2011
-12,48
+42,55
-13,00
-35,04

-1,68
+77,92
-31,55
+0,69
+64,95
-18,72
-50,83

period
+5,14
+30,52
+10,39
-7,36
+1,00
+131,37
-9,70
+6,07
+55,92
-0,26
+22,58

According to the statistic of Kearny Alliance non-benefit market research
Company, 49% domestic enterprises said that they will enter America market. This is a
new strategy, because in the history, Europe, especial German always is the major market
of Vietnamese Ceramics
- Internal and External competitors.
2


+ Internal: Ceramics of Quang Ninh, Phu Lo, other Bat Trang pottery showrooms...

+ External: Ceramics of China, Japan, Mexico
Although Vietnamese ceramics ranking after Chinese one on the top of 5 leading
export ceramic in the world, the total of export value of Vietnam is only less than of
China 3.5 times. Meanwhile Vietnam has exported ceramics more than China done, but
the total value of Vietnam just reached $190 million, China reached $694 million.
Vietnamese ceramics has been competed directly with of China, Mexico, Thailand, and
India, this competition not only happen with craft ceramics, but also with the massive
production factories.
- Alternative products: mass-products ceramics, plastic, glass, crystal.
2.3 Marketing plan:
As the general introduction above, Minh Hai is a ceramic company with more than
16 years of experience and the size of over 3000m2 of workshop. However, the
company’s ambition does not stop at that numbers, because Vietnamese ceramic market is
expanding daily, the craft pottery has also affirmed its position on the International
market.
Online marketing is an indispensable and an important weapon of the company to
enter the world market. The company’s website is: />However, this website has just introduction the images of the company’s products, its
marketing value is low, and it has no online sales function. To build a website able to meet
all necessary functions, the company need to costly and time. Therefore, I have decided to
set up an online store on Ebay and Amazon website:

3


Amazon.com

Ebay.com

Why did I do like that?
Because of the following reasons:

4


-

The cost to build an online store on Ebay or Amazon website is not so expensive,
less spending time (about one week), because the online sales websites like Ebay
or Amazon also have built a registration assistance system and set up online stores
for new comers can easy to understand and use.

-

The general design of online marketing on Interland has supplied me the
fundamental online elements such as: website usage autistics, catalog functions,
PayPal integration, marketing via Email, hiring space on the search tools, setting
the connected devices to websites of Ebay or Amazon in the situation you are
doing business with these websites, including of setting your first advertising
password on Google.

-

After setting up my online store on Ebay and Amazon website, the final job I have
to do is adding the Link to the store on the online sales section of the official
website: />
RS
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You can register easily on these websites

Through Electronic Commerce (EC), customers and businesses to reduce
significantly time and transaction cost (transaction has been considered as a process from
advertising, initial contact, purchase transaction, delivery, payment). Commerce
transaction time via Internet is just by 7% of transaction time via fax, 0.5% of transaction
time via mail. Transaction fee is just by 5% of transaction fee via fax or express mail
delivery; electronic payment fee via Internet is just by 10% to 20% of normal transaction
fee. In which, deducing of time is more significant because the timely information of
goods for customers (without intermediaries) is a vital factor of business competition.
EC has created good condition to establish and strengthen relationship among the
factors involved in the purchase procedure. Through internet, the involved objects could
communicate directly together, creating good condition to seek new partners, new
business opportunities nationwide, region and worldwide.
Finally, the cost to paid for the online sales staffs and promotion employees will be
much smaller than the other methods
2.4 The necessary online communication and advertisement program.
Customer’s trust is the extreme important factor to attract customers. Building
customer’s trust is a long and difficult process, especial for EC, because customers always
concern about information thief, internet security breakdown, and low quality customer
services. Therefore, these companies has to build a right customer service to attract more
new customers, keeping trust with potential customer, satisfying all customer objects. In
addition, if any problem is rising, these companies have to reaction immediately. For
example, if any arising problem in a transaction process or any sign fraud on Ebay, the
supervisors will learn about the fact and solve the problems quickly. Similarly, Amazon
website also has their own service network to solve all arising problems from the
customers. Meanwhile all the online enterprises have their own policies of taking care
customers, resolving customer problems, but the speed of solving customer problems is
the most important factors taking the company to the top of customer trust ranking. On
the other hand, another factor can help the company gains the trust of customers that is:
the trust of sales clauses, customer services and website accessibility.
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FAQ sections of these websites like Amzon.com or Ebay.com always supply adequate
answers for customers.
3: Identify customers and business areas to attract customers.
Many other pottery enterprises usually rent professional website designers or
consultant experts to draw out a suitable business strategy, a monumental marketing plan.
However for the small enterprises like Minh Hai Company, we have not enough strong in
capital to pay all the costs, therefore I have done as my own way.
1: Register on research tools and collected from the websites which allow toward
detail regional targets. As I have mention above, when I register on these websites I will
be supported a password on the Google. This is the cheapest advertisement tool and the
most effective one. Imaging, when you type the word “Pottery”, the link to my store on
Amazon or other my websites will appear on the top of this page. In addition, local
customer object, customers of the markets that Bat Trang pottery has been confirmed their
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Bran name such as: Germen, USA, Taiwan, and Japan...also will help our website to
attract more customers than all the methods of advertising on many other websites in
many other religions. One more thing, I will link to advertise on all tourism websites,
which has published the article of Viet Nam tourism.

Ebay website of Viet Nam

2: We do not spread deal various products, concentrating to deal the unique
products, selecting the specific products... to meet the demands of the group of the people
who interested in pottery, for example: the products of Pottery painting, ceramic vase or
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pottery statue...This is a remarkable of my store compare with the others. Concentrating
to deal one or several specific products also help me to orient clearly about customers.
And the most important thing that is: In any fairs my store always easy to recognize.
However, this is the solution of the specific stages, we must constantly change,
develop and create new products to meet the demands of the customers. We have to do
anything to persuade customers to buy a yacht satisfyly meanwhile they only have
intention of buying a hook.
3: We also should market on online “Yellow pages” of the local telephone
companies. According to some experienced persons, this means is providing for small
enterprises one more place to present their website. Telephone companies’ websites is
very efficiency because they have been specific designed to increase display area for
small and medium enterprises, which have store in the area and the local, for example:
www.niengiamtrangvang.com/, www.nhungtrangvang.com.vn/...
4: Beside, we also can use other software of the support services such as: Targeted
E-mail software, the support services in delivery process, or the auction programs...to
help us to find out the indifference customers on the high traffic websites like Ebay.
-

The methods of online business: Sales, delivery, payment...
+ Sales: There are two methods of online sales that are: Sales via online stores on

Ebay and Amazon (meet the demand of the customers on the other areas), and sales at the
local stores like in Bat Trang (serve tourists, level one distributors, local customers), in
addition the company also has product introduction offices in other provinces.
+ Payment: There are ways of internal payment that are: transfer and cash. Foreign
customers have to pay via payment system of both Ebay and Amazon.

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Payment is very simple
+ Delivery: There are two ways of delivery for the internal customers: Free
delivery in Ha Noi capital and delivery via post office nationwide, or the other way
is customers also could order at our representative offices in the big cities such as:
Ho Chi Minh city, Da Nang city...For foreign customers: The Goods will be
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transported by sea route by intermediary transport companies, or by airline depend
on customer requests.
Conclusion:
That is my marketing plan for the online store of Minh Hai Pottery Company.
There are many way to lead to success, many big companies consider a large-scale
marketing strategy, costly and highlight is the leading factor of success. For me,
getting customer trust is the most important factor of success.

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