Marketing solutions for NPK fertilizer of petro vietnam fertilizer and chemicals corporation (PVFCCo) in the period 2012 2014 = một số giải pháp marketing cho sản phẩm phân bón NPK của tổng công ty phân đạm hóa chất dầu khí gi

VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS Tran Van Hiep MARKETING SOLUTIONS FOR NPK FERTILIZER OF PETROVIETNAM FERTILIZER AND CHEMICAL CORPORATION (PVFCCo) IN THE PERIOD 2012 – 2014 Major: Business Administration Code: 60 34 05 MASTER OF BUSINESS ADMINISTRATION THESIS SUMMARY Supervisor: Dr Tran Doan Kim Hanoi – 2011 TABLE OF CONTENTS ACKNOWLEDGEMENTS .i ABSTRACT ii TÓM TẮT iv TABLE OF CONTENTS vi LIST ABBREVIATIONS ix LIST OF FIGURES x LIST OF TABLES xii INTRODUCTION 1 The thesis title Necessity of the thesis Research aim and objectives Research questions Data sources and Research methodology Scope of the research Significance of the research Structure of the thesis Chapter 1: LITERATURE REVIEW 1.1 The concept of marketing 1.2 The analysis of macro environment and industry 1.2.1 Macro environment analysis 1.2.2 Industry analysis 10 1.3 Target market segmentation, selection and positioning 14 1.3.1 Market segmentation 15 1.3.2 Select the target market 17 1.3.3 Positioning in the Market 17 1.4 Marketing Mix (4P) 20 Chapter 2: NPK MARKET ANALYSIS OF PETROVIETNAM FERTILIZER AND CHEMICALS CORPORATION (PVFCCo) 23 vi 2.1 Process of establishment and development 23 2.2 Production and operation performance of PVFCCo 24 2.3 Macro environment analysis 26 2.3.1 Politics 26 2.3.2 Economic factors analysis 28 2.3.3 Cultural and social factors 29 2.3.4 Technological factors 31 2.4 Industry environment analysis 32 2.4.1 NPK Fertilizer market analysis 32 2.4.2 Competitors analysis 34 2.4.3 Pressure from Customer 48 2.4.4 Pressure from material sources 49 2.4.6 Pressure from substitute products to NPK fertilizer 53 2.5 Target market analysis of competitors 53 2.5.1 Regional demand 53 2.5.2 Market share 54 2.6 Customers’ comments on NPK fertilizers 57 2.6.1 Farmer customers 57 2.6.2 Distributor and retailer customers 59 2.6.3 NPK Products Positioning Analysis 60 2.7 Analysis of Competitors’ Marketing Mix 61 2.7.1 Japan Vietnam Fertilizers 61 2.7.2 BinhDien Fertilizers Joint Stock Company 61 2.7.3 Lam Thao Fertilizers and Chemicals Company (LAFCHEMCO) 62 2.7.4 Baconco Limited Company 63 2.7.5 Nam Sao International Joint Stock Company 64 Chapter 3: MARKETING SOLUTIONS FOR NPK FERTILIZER OFPETROVIETNAM FERTILIZER AND CHEMICALS CORPORATION (PVFCCo)IN THE PERIOD 2012 – 2014 67 vi 3.1 Target market of PVFCCo’s NPK fertilizer 67 3.1.1 Plant location 67 3.1.2 Marketcompetitiveness 68 3.1.3 Market attractiveness 69 3.2 Positioning strategy of PVFCCo’s NPK fertilizer 71 3.2.1 Production technology 72 3.2.2 Raw material sources 72 3.2.3 Production capability 72 3.2.4 Marketing and distribution capability 73 3.2.5 Product positioning of PVFCCo’s NPK fertilizer 74 3.3 Marketing targets for NPK products 76 3.4 Marketing Mix for NPK fertilizer of PVFCCo 78 3.4.1 Product strategies 78 3.4.2 Price strategies 79 3.4.3 Place strategies 80 3.4.4 Promotion strategy 85 CONCLUSION 87 REFERENCES 88 APPENDIX 89 vi LIST ABBREVIATIONS Abbreviations Abbreviation Name PVFCCo Petro Vietnam Fertilizer and Chemicals Corporation P.E.S.T Political, Economic, Social-cultural, and Technological factor N.P.K Nitrogen, Phosphor, Kalium WTO World Trade Organization VN Vietnam FDI Foreign Direct Investment LAFCHEMCO Lam Thao Fertilizers and Chemicals Company JSC Joint Stock Company AFTA Asian Free Trade Area ASEAN Association of Southeast Asian Nations SWOT Strength, Weakness, Opportunity and Threat LIST OF FIGURES Figure1.1 Marketing Research Process Figure 1.2 PEST Model in macro environment analysis Figure1.3 Five forces model for industry analysis 10 Figure1.4 Marketing mix model 20 Figure 2.1: Somepictures of PVFCCo’sthe awards 24 Figure 2.2.FDI into Vietnam in theperiod 2006 – 2010 27 Figure2.3 Vietnam agriculture products breakdown in 2010 28 Figure 2.4: NPK consumer from 3003 to 2010 33 Figure 2.5: Consumption – production balance period 2003 -2010 .33 Figure 2.6: NPK Import from 2003 to 2010 34 Figure 2.7: The main sources to produce NPK fertilizer product (Mixed Acid Route) 49 Figure 2.8: The main source to produce NPK(Nitro phosphate Route) 49 Figure2.9.NPK’s regional demand in 2010 (Unit: percentage) 54 Figure2.10.NPK’s regional demand in 2010 (Unit: 1000 tons) 54 Figure2.11 Market share of main rivals in Northern area .56 Figure2.12 Market share of main rivals in Southern area .56 Figure2.13 Market share of main rivals in Central area 57 Figure2.14 Reference information of buying fertilizer 58 Figure 2.15.Perceptual Map of NPK products .60 Figure 3.1.The designed location of NPK fertilizer production plant 67 Figure 3.2.Market share of main rivals in Northern area .68 Figure 3.3: Market share of main rivals in Southern area 68 Figure 3.4: Market share of main rivals in Central area 69 Figure 3.5: NPK’s regional demand in 2010 (Unit: percentage) 70 Figure 3.6: NPK’s regional demand in 2010 (Unit: 1000 tons) .70 Figure 3.7: Structure of distribution system of PVFCCo .73 Figure 3.8.Perceptual Map of NPK products 75 Figure 3.9.Target output of NPK in period 2012-2014 76 Figure 3.10.Target market share of NPK market in period 2012-2014 77 Figure 3.11.Target revenue of NPK in period 2012-2014 77 Figure 3.12: NPK Fertilizer prices in period 2012-2014 .80 LIST OF TABLES Table 1.1: 4P and 4C relation 21 Table 2.1: Production and operation performance of PVFCCo .25 Table 2.2 NPK Production Companies’ business area in Vietnam market 34 Table 2.3: The strengths and weaknesses of JVF 37 Table 2.4: The strengths and weaknesses of BinhDien Fertilizer Joint Stock Company .40 Table 2.5: The strengths and weaknesses of LAFCHEMCO 43 Table 2.6: The strengths and weaknesses of Baconco 45 Table 2.7: The strengths and weaknesses of Nam Sao International JSC 48 Table2.8 Location, capacity and output of factories .55 Table 3.1: The plants using NPK fertilizer 71 Table 3.2 Strengths and weaknesses of PVFCCo 74 Table:3.3 The distribution system in the target market 82 xii INTRODUCTION The thesis title Marketing solutions for NPK fertilizer of Petrovietnam Fertilizer and Chemicals Corporation (PVFCCo) in the period 2012 - 2014 Necessity of the thesis In the period of economic renovation reform (often known as “Doi Moi”), the most outstanding achievement made by Vietnam agricultural sector is the world appreciation of its food production and exports After the war end in 1975, Vietnam fell deep into the food crisis However, since 1989 Vietnam agriculture industry has not only served the domestic demand but also exported products to the world market, namely rice, coffee, cashew nuts, etc This remarkable achievement is a result of policy done by the Party and Government, which has paid attention to agricultural development In addition, the agriculture has also applied the scientific and technical methods and effective usage of fertilizers in farming Despite the existing achievements, agriculture industry needs further promotion and investment because Vietnam is still a backward agricultural country The farming knowledge of farmers remains limited as they commonly base on their own experience in cultivation Vietnam does need a comprehensive agricultural revolution to develop the industry both in quantity and quality basis or we would fail to catch up the skyrocketing development of the world economy In order to promote agriculture development both in quantity and quality basis, the industry needs the support and contribution of all economic components, of which the important role of fertilizer production enterprises is undeniable Fertilizers facilitate plants to have high productivity and quality products Fertilizer companies must manufacture diversified and good products to meet the market needs This would be a responsibility as well as a challenge for PVFCCo when the firm provides urea and NPK fertilizers in the market Before 2006, the production of fertilizer companies did not meet the need of the market; thus, the marketing activities were not paid enough attention and promoted by the fertilizer companies Since Vietnam took part in World Trade Organization (WTO) and other economic organizations together with the government’s open policy, the fertilizer market has become very active and effervescent with the participation of both fertilizer production and import firms As the result, enterprises have to pay attention to the market, customers and in order to increase the market share they have to apply the art of marketing mix with product, price, place and promotion strategies PetroVietnam Fertilizer and Chemicals Company joined the NPK fertilizer market after the big players namely Binh Dien, Vietnam Japan, Lam Thao, etc.; the completion is rather fierce To draw customer’s attraction and convince them to use the company products, PVFCCo must have a right marketing strategy and make the most of PVFCCo’s competitive advantages to break into the target market To this end, it is necessary for the company to carefully analyze the macro and industry environment and then map out the appropriate marketing solutions for NPK fertilizers of PVFCCo All the above-mentioned contents are covered in the thesis Research aim and objectives The aim of this thesis is to map out some marketing solutions that are suitable to the NPK target market of PVFCCo To achieve the above goal, the study needs to utilize the following objects i Apply PEST model and Five Forces model to analyze macro-environment and the NPK industry environment ii Evaluate the target markets of the rivals and PVFCCo iii Base on the study result, post purchase evaluation the customer satisfaction Find out what are key characteristics affecting customers’ purchasing decision, which sources of information customers refer to before purchasing products iv Apply marketing mix analysis to find out the strength and weakness of rivals in the marketing mix policy: price, product, place and promotion v Propose some marketing solutions for NPK fertilizer products of PVFCCo Frequently update and summarize the NPK market information, analyze and evaluate the information, identify the market trend, competitors’ abilities, recommend solutions and strategies to bring into full play the products’ competitive advantages Frequently visit the primary consumers, farmers, who directly use the products, to assess their knowledge as well as the satisfaction from the products Consumers and distributors pay special attention to the products’ quality; therefore, the products must have high quality, including the following features: anti-caking, dry, eye-catching, strong package which cannot be torn during transportation For this reason, PVFCCo should focus on high quality products, which have high demand, to convince the customers and distributors PVFCCo should invest in technology, which is more modern than that of other competitors, to create competitive advantages and superior products NPK market is a fierce market; therefore, in order to survive and go far in the market, PVFCCo need investing in R&D activities in long-term to differentiate their products with those of competitors 3.4.2 Price strategies To price products consistently with the fluctuating market price, as well as ensure production efficiency and achieve the target output, the company should organize a department for gathering market, price, and demand information to help board of directors have timely and accurate decisions Depend on the stage of market; the company will have consistent strategies for pricing, sales and promotion In term of pricing a product, PVFCCo is a newcomer; thus, the company needs a flexible pricing strategies, price determination must be taken into consideration of production costs, domestic and foreign prices and especially competitors’ pricing Being a fertilizer producer, the company deeply aware that its main customers are farmers, who are mostly living in poverty, underfunding and having limited scientific understanding To create favorable conditions for farmers to buy fertilizers on installment plan, the company needs a late payment mechanism from to months This would be a competitive advantage of the company In the first years, the company should price NPK fertilizer products as shown in Figure 3.2 In 2012, 2013 and 2014, the forecast priceper one kilogram will be VND 11,800, VND 11,600 and VND 11,500 respectively The yearly decreasing trend of forecast price is the result of the company’s pricing strategy When the company gets more experience in NPK production, it can save the cost of production and distribution Unit: VND/Kg Figure 3.12: NPK Fertilizer prices in period 2012-2014 3.4.3 Place strategies All the company’s NPK products are distributed through following main channels: Through Distributors: the company will contract with distributors for selling products, market sharing, payment method and promotion With the agricultural supplying companies, trading companies, first level agents will distribute product to farmers through second and third level agents This channel is expected to help the company consume up to 80% of the total output The products will be sold directly to household business in the communes or indirectly through farms, social organizations (farmers union, women union) This channel does not account for a large amount of products (around 20% of the output) but it reduces intermediary and farmers can enjoy the lowest price Depend on the requests of the distributors, the company will deliver the products to the warehouse of the distributors or to the requested place, ensure to reduce the time and distance of transportation PVFCCo has produced and trade urea nitrate since 2004; thus, the company’s distribution network has spread nationwide, together with the friendly and popular “Dam Phu My” brand name, these things will create such a competitive advantage for the company The distribution network in the target markets: Tay Nguyen, the Southeast, the Southwest are summarized in Table 3.3 Table:3.3 The distribution system in the target market B AGENTS/SHOP NAME(FIRST LEVEL) TÂY NGUYÊN MARKET Minh Tân Limited Company Gia Lai Trading Joint Stock Company Kon Tum Agroforestry Supplying and Services Company Foodinco Joint Stock Company An Viet Thinh Company THE SOUTEAST MARKET Kim Ngoan Co., Ltd Ms Ho Thi Thu Minh Trung Co., Ltd Mr Manh Viet Hung Viet Phung Co., Ltd Ms HoanhThiThanhNga NhuLinh Co., Ltd Tuan Vu Private Company Minh Khoa Private Company Tam Tri Phat Supplying and Services Co., Ltd Hoang Dung Trading and Production Co., Ltd BinhThuan Agricultural Supplying Joint Stock Company Dong Nai Agricultural Supplying Joint Stock Company HoanThien Private Company Mr PhanDinhQuy Mr Vu QuangHiep Ms Tran Thi Le Thuy No A 10 11 REPRESENTATIVE ADDRESS PROVINCE Mr Nguyen HuuDuoc Mr Nguyen Thai Binh 11 Lai Dai Hanh, Buon Me Thuot City Daklak 56 Le Loi, Pleiku City, Gia Lai Mr Le Van De 302 PhanDinhPhung - Kon Tum Province Mr Lai Viet Dung Mr Nguyen Truong Son 57 Ngo Quyen, Buon Ma Thuot City 07 NơTrang Long, Tra Ba, P.Leiku City My Hung – Thanh Tam Commune – Chon Thanh District A4/8 Cao Bao Dao, HiepAnh Hamlet, Hiep Tan, HoaThanh District 338, 20 Highway, Street – Lien Nghia – DucTrong 350, 20 Highway, Street - Lien Nghia – DucTrong 134 BaoDinh – XuanDinh – XuanLoc 143 Tran BinhTrong - LocThanh – BaoLoc Ms Doan Thi My Hanh Ms Le Thi My Tien Mr Phan Van Chinh Ms Tran ThiAnh Loan Mr Nguyen Van Hue 91 Gia Lai KonTum DakLak Gia Lai BinhPhuoc TayNinh Lam Dong Lam Dong Dong Nai Lam Dong 73, 62 Highway, P2, Tan Anh District Number 4/112 Tram Vang Hamlet - ThanhPhuoc Commune – Go Dau District Long An 03 Nguyen Du – DucThang – PhanThiet City Street – Bien Hoa Industrial Park - An Binh – Bien Hoa City 12 Street 19/04 – Xuan An – PhanThiet City BinhThuan TayNinh Dong Nai BinhThuan 12 13 14 15 HoaAnh Dao Trading and Service Co., Ltd Mr Le QuangThanh 357 Tran XuanSoan, Tan Kieng, District or Tan Giao Hamlet, Lang Lon Commune, ChauDucDistrict 23 Nguyen Thi Bay Street, District 6, Tan An Commune 26/21 Hamlet II – DinhHoa – Thu Dau I Hamlet 3, Nhan Co – Đakrlap HCM City; BR-VT Hoa Nam Joint Stock Company Nguyen Ngoc Private Company Ngoc Vy One member Co., Ltd DucThanh Import export – Service – Trading – Production Company Petrol Trading and Service One member Limited Company Mr Pham HuuHien Ms Nguyen Thi Hong Ms Ta Thi Vu Vy Ms Hue 19 C Kim Hue Private Company PetroVietnam Southern Gas Joint Stock Company THE SOUTWEST MARKET Tu Long Private Company Tuong Dung Private Company 711B CachMangThang Tam, District 3, TayNinh TayNinh 12 Nam KyKhoiNghia, Nguyen Thai Binh, HCM City District Hamlet 5, Bau Don, Go Dau Commune, TayNinh TayNinh Mr Dao Dinh Them 61B Street 30/04, ThangNhat, Vung Tau City BR-VT Mr Le Thanh Long Ms Nguyen Thi Kim Dung An Giang An Giang Dang Lan Private Company Ms Nguyen ThiLan Nguyen Khoa Private Company Viet Nga Private Company Mr Nguyen XuanKhoa Mr Pham Viet Minh Phuong Tuong Private Company Mr Pham Tan Tung Kim Hoang Private Company Ms Nguyen Thi Kim Hoang 10 Ngoc Anh Private Company Agritech Joint Stock Company A subsidiary of Nam Sao Fertilizer Mr Dang Van On Mr Luong The Quang Mr Tran Hong Rieng Binh My, ChauPhu, An Giang 19/15 BìnhHưng I Hamlet, Binh My, ChauPhu 3409, Highway 80, Thanh An, VinhThanh District, Can Tho City 3165 Highway 80, Thanh An, VinhThanh District, Can Tho City 304 Highway 30, My Phu, Cao lanh city National Highway 30, An Loc Precinct, Hong Ngu District 279 Highway 80 – Tan Nhuan Dong – ChauThanh Number 95/AII, Hamlet 5, Truong Xuan Commune, ThapMuoi District Long Dinh Industrial Zone, Can Duoc Commune Long Dinh Industrial Zone, Can Duoc Commune 16 17 18 Ms Le Thi Mai Huyen Mr Le Tien Hung Long An Binh Duong ĐakNong Can Tho Can Tho Dong Thap Dong Thap Dong Thap Dong Thap Long An Long An 11 12 13 14 15 16 17 18 19 20 21 22 Company Hung Thanh Private Company Vinacam Joint Stock Company Ut Nu Private Company Ms Lieu ThiBichThuy Mr Nguyen Viet Xuan Ms Pham Thi Nu On Oanh One Member Company Thu Cuong Agricultural Supplying Company Bac Lieu Agricultural Joint Stock Company Thu Dung Private Company Mekong Petroleum Joint Stock Company Mr Dang Van On HuuThanh Co., Ltd Nguyen Thi Day Agricultural Supplying Company HiepLoi Agricultural Supplying Company Hieu Van Trading and Service Co., Ltd Ms Chung ThiThanhThuy Mr Chau Van Thu Mr TuThanhPhuc Ms Nguyen Thi Thu Mr Ho Vu Linh Ms Nguyen Thi Day Mr KienThanh Ms Nguyen Phuong Ngoc 23 DuyThanh Co., Ltd Mr Vu DuyThanh 24 ToanLoi Co., Ltd Thanh Tin Trading and Service Company Mr Tran Van Doan 25 Ms Tran ThanhNga Dai Tam Commune, My Xuyen District Street 5, Precinct 9, My Tho City Cluster 1, Cang Long Town, Cang Long District 146, PhuThanh Hamlet, Dong Phu Commune, Long Ho District 217, Bach Dang, An Hung Hamlet, An Phu Commune, An Phu District 64B, Hai Ba Trung, 117-119 Hoang Van Thu, Commune 3- Bac Lieu 27/6 Le Loi, District 1, Ben Tre 174 Tran Hung Dao – An Nghiep – NinhKieu District – Can Tho City BinhLoi Hamlet, BinhThanh Commune, Lap Vo District 86 Nguyen Cong Tru, Area 4, District 1, Vi Thanh Number 1152/36, Hung Vuong, Area 1, HiepThanh Commune, Nga Bay Number 4, ThanhHoa, PhungHiep, HauGiang 789 Dong Thanh Hamlet, Thanh Dong A, Tan Hiep District 09A, Hamlet 2, HuuThanh Commune, DucHoa District Number 10, Nguyen DinhChieu, SocTrang City SocTrang TienGian TraVinh Vinh Long An Giang Bac Lieu Ben Tre Can Tho Dong Thap HauGiang HauGiang HauGiang KienGiang Long An SocTrang 3.4.4 Promotion strategy Regarding to promotion and communication strategy, PVFCCo should pay attention to the following activities: The company needs to hold seminars in the localities within the target market to introduce the product, which can help farmers and retailers aware of the products and the superior quality of NPK fertilizer against other competitors In order to popularize as well as provide information about NPK products, the company needs to select media channels which are close to farmers such as agriculture programs broadcasted on radio and TV The company should also take the agents in the urea nitrate market as a channel to introduce about NPK products It is an important channel and popular with farmers Thanks to these channels, the farmers’ and agents’ awareness of PVFCCo’s NPK fertilizer will be improved Together with experts from the University of Agriculture, research institutes, the company holds fertilizer manuring demonstration plus result assessment involving of large number of farmers The purpose is to show the farmers the undeniable effectiveness of Phu My NPK fertilizer Sponsorship for interested sport events, programs to promote the company’s reputation and brand name Providing free fertilizers for beneficiary families to enhance the value of enterprise culture Provide promotion to encourage agents and costumers to try the products After sample the products, customers will see the advantage features of NPK fertilizers, this plays an important part in convincing customers buying products 94 Chapter summary The author has proposed several marketing solutions for NPK product based on chapter analysis The target market: Tay Nguyen, the Southeast and the Southwest are decided based on the following factors: the plant location, the market competitiveness and the attractiveness of the market Interviewing the customers in the target market plus analyzing rivals helped PVFCCo launch a product which differed from the rival’s product This is the basis to position the company’s NPK product in the target market The marketing solutions, such as product design and quality, distribution network, pricing and promotion by mass media, are decided based on the marketing mix analysis CONCLUSION The thesis has met the goal of mapping out some marketing solutions that are suitable to the NPK target market of PVFCCo in period 2012-2014 To this end, the author has logically revised the marketing literature, including: concepts relating to marketing, models to analyze macro and industry environment and marketing mix Base on the literature review in chapter 1, the author has analyzed the situation of PVFCCo’s NPK fertilizer The thesis covers the macro and industry environment analysis of NPK fertilizer, major rivals’ marketing mix Then, the analysis of NPK market has laid the foundation of the marketing strategies to develop PVFCCo’s NPK target market Despite the effort has made to fulfill the thesis under the guidelines of Department of Business Administration and the instructor, the paper may remain some shortcomings due to the limited research methodology and knowledge; thus, the author longs to receive the further constructive comments from scientists, teachers, colleagues and fellows in order to make the thesis more practical and scientific REFERENCES Vietnamese [1] Dr Vo Minh Sang (2003), Quản trị Marketing, NXB Thong Ke, Hanoi [2] Dr Tran Minh Dao (2002), Marketing Can Ban, NXB Giao Duc, Hanoi [3] Phan Van Thang, (1998),Nghien Cuu Marketing, NXB Thong Ke, Hanoi [4] http://www.dpm.vn [5] http://cafef.vn [6] http://www.hsc.com.vn [7] http://www.gso.gov.vn [8] http://www.agroviet.gov.vn [9] http://www.cuctrongtrot.gov.vn [10] http://www.customs.gov.vn [11] http://www.vinachem.com.vn English [1] Brian Toyne, Peter G P Walters (1989), Global Marketing Management, Allyn & Bacon, Boston,Massachusetts, U.S.A [2].David A, Aaker, Hoboken, John Wiley (2005), Strategic Marketing Management,Hoboken, NJ : John Wiley, New York, U.S.A [3].Michael John Baker(2001), Marketing Theory, Macmillan, U.K [4] Michael E.Poter (2001), Competitive Strategy, Harvard University Press, U.S.A [5] Philip Kotler (2003), Marketing Management, Prentice Hall, Singapore [6] William D Perreault, E Jerome McCarthy (1988), Basic Marketing, McGraw – Hill/Irwin, New York [7] Philip Kotler (2001), A Framework for Marketing Management, Prentice-Hall, U.S.A [8] Kenneth L Bernhardt, Thomas (1978), Cases in Marketing,Dallas : Business Publications, Ohio, U.S.A APPENDIX Description of the product’s characteristics NPK fertilizer is a compound of N, P and K, with a certain proportion of each element to match the type of crops, soils and can be used on most plants Beside main elements, namely N, P and K, some types of NPK fertilizer are added S, Mg, Ca and other micro-elements There are two types of fertilizers in the market - elements fertilizer (N and P or P and K) - elements fertilizer: NPK - elements fertilizer NPK added secondary elements (Ca, Mg, S) and microelements (Fe, Mn, Zn, etc.) Based on scientific research, fertilizer plants currently produce compound fertilizers and mixed fertilizers for specific type of plants such as fertilizer for rubber tree, coffee tree, tea, vegetable, legume, flower, pepper, cashew, fruit-tree and other crops Types of NPK fertilizers: Description Type of fertilizer NP Fertilizer This elements fertilizer is produced by many companies: - Amophor fertilizer: the ingredients include: 18% N, 18% P It is in solid dry grain and can be soluble completely in water This type of fertilizer often mixed with super phosphate and sulfate of ammonium - Diammonium phosphate fertilizer (DAP): this type of fertilizer is produced by blending double super phosphate with sulfate of ammonium Main nutrients of the fertilizer are P (40%) and N (18%) - Compound fertilizer: 20-20-0; 23-23-0; 10-10-0 are produced for basal fertilizing NK - Fertilizer Potassium nitrate: this elements fertilizer contains 13% N and 45% K This fertilizer is used to supply Kali for soil - Compound fertilizer: 30-010; 20-0-20; 20-0-10 This type of fertilizer contains NK and some other secondary nutrients It does not have phosphate PK - Fertilizer PK fertilizer 0-1-3 Produced by blending 55% super phosphate with 45% KCl - PK fertilizer 0-1-2 Produced by blending 65% super phosphate with 35% KCl - PK fertilizer 0-1-2 contains 5.8% P and 11.75% KCl N,P,K Fertilizer NPK fertilizer: with the NPK ratio is 1-0.4-0.8 This type of fertilizer is produced by blending ammonium with super phosphate which has been neutralized in KCl There are two types of nitro-phoska fertilizer: + One with NPK ratio 1-0.4-1.3: Produced by blending sodium nitrate with phosphoric acid The nutrients include: N - 13%; P 5.7%; K - 17.4% + One with N, P, K ratio 1-0.3-0.9: Produced by blending sodium nitrate with sulfuric acid The nutrients include: N 13.6%; P - 3.9%; K – 12 4% Amphoska fertilizer: contains N - 17%; P - 7.4%; K - 14.1% Van Dien grain NPK: With the NPK ratio of 5-10-3 Besides NPK, the fertilizer also includes MgO - 6.7%; SiO2 - 10 - 11%; CaO - 13 - 14% color NPK fertilizers: Produced by Binh Dien II with the ratios of: 15-15-15, 16-16-8, 14-8-6, 1515-6, and 20-20-15 Depend of the types of soils, farmers can choose the suitable fertilizers TỔNG CƠNG TY PHÂN BĨN VÀ HĨA CHẤT DẦU KHÍ (PVFCCo) BẢNG CÂU HỎI ĐIỀU TRA THỊ TRƯỜNG PHÂN BĨN Để PVFCCo có sở đưa sản phẩm phân bón NPK dịch vụ tốt cho bà nông dân, Anh/Chị trả lời câu hỏi Những ý kiến đóng góp Anh/Chị có ý nghĩa quan trọng PVFCCo Thông tin cá nhân (Không bắt buộc) Họ tên: …….………………………………………………………………………………………………………………………………… ………………………………………… Số điện thoại: …….……………………………………………………………………………………………………… Địa …………………………………………………………… chỉ: …… ……………………………………………………………………………………………………………………… …………………………………………………………… Anh/chị trồng loại trồng gì? Cây nông nghiệp (Lúa, ngô, khoai…) Cây lâm nghiệp (Cao su, hạt điều, cà phê…) Nói đến phân bón NPK anh chị nghĩ đến loại phân bón gì? Bình Điền Lâm Thao Baconco Năm Sao Việt Nhật Anh/chị biết đến thơng tin phân bón quan nguồn thơng tin nào? TV, Radio, Tờ rơi Bạn bè, người thân Nhà bán lẻ Kinh nghiệm cá nhân Khi mua phân bón anh/chị quan tâm đến yếu tố gì? Chất lượng Giá bán Thương hiệu Người bán hàng hướng dẫn cách sử dụng Anh/ chị có hướng dẫn cách sử dụng phân bón nói riêng cách sử dụng kiến thức nơng nghiệp nói chung khơng? Có Khơng Anh/chị có u cầu cho nhà sản xuất phân bón chất lượng sản phẩm, hệ thống phân phối …….………………………………………………………………………………………………………………………………… ……………………………………………………………………… … PVFCCo chân thành cảm ơn hợp tác ý kiến đóng góp anh/ chị PetroVietnam Fertilizer and Chemicals JSC (PVFCCo) QUESTIONNAIRE OF FERTILIZER MARKET In order to produce best NPK fertilizer products and best services for farmers, please kindly answer the questions below Your opinions are very important to PVFCCo Personal information (Optional) Full name: Tel: ……….……………………………………………………………………………………………………………………………………………………………………………… ……….………………………………………………………………………………………………………………………………… …………………………………………………………… Add: ……….…………………………………………………………………………………………………………………………………………………………………………………………… Which kind of plants are you growing? Agricultural plants (Rice, corn, sweet potato, etc.) Industrial plants (Rubber, cashew, coffee, etc.) 10 Mentioning NPK fertilizer, which name are you thinking of? Binh Đien L am Thao Baconco Nam Sao Vi et Nhat 11 Which sources brings you information of fertilizer? TV, Radio, Leaflets Fertilizer outlets Friends, Family Personal experience 12 What factors you take into consideration for choosing fertilizers? Quality Price Brandname Sellers’ recommendation 13 Are you given usage direction of fertilizer in particular and direction of agricultural knowledge in general? Yes No 14 What are your requests for products quality and distribution channels to fertilizers’ manufacturers? …….………………………………………………………………………………………………………………………………… …………………………………………………………………… … Sincerely thanks from PVFCCo for your contributed opinions 10 Financial plan for marketing solutions in 2012 No Content Financial plan Promotion policies: discount, promotion, deferred payment 25.000.000 Market survey, Assess the customers’ satisfaction Unit: Thousand VND Time Person in charge Year PVFCCo Usually Market manager, marketing staff Year Marketing staff 1500.000 Media channels: agriculture programs broadcasted on radio and TV and rural newspaper 3.000.000 Sponsoring for interested events 3.500.000 Printing name, logo of company on gifts for customer such as calendars, books, bags Year Marketing staff New year, seminar Marketing staff Year Marketing staff Year Marketing staff 1000.000 Holding the seminars Other activities 1.000.000 1.500.000 Total cost 36.500.000 ... Chapter 3: MARKETING SOLUTIONS FOR NPK FERTILIZER OFPETROVIETNAM FERTILIZER AND CHEMICALS CORPORATION (PVFCCo )IN THE PERIOD 2012 – 2014 67 vi 3.1 Target market of PVFCCo’s NPK fertilizer. .. Fertilizer and Chemicals Corporation (PVFCCo) in the period 2012 - 2014 Necessity of the thesis In the period of economic renovation reform (often known as “Doi Moi”), the most outstanding achievement... Scope of the research The research focuses on evaluating the situation of the Vietnam NPK market, then proposes appropriate marketing solutions for PVFCCo’s NPK products in period 2012- 2014 Period