MARKETING CHANNELS topic DESIGN MARKETING CHANNELS FOR NEW PRODUCTS, THE CASE IN NGUYEN VAN XE’S POTTERY PRODUCTION BASE

THE UNIVERSITY OF DANANG UNIVERSITY OF ECONOMICS  MARKETING CHANNELS Topic DESIGN MARKETING CHANNELS FOR NEW PRODUCTS, THE CASE IN NGUYEN VAN XE’S POTTERY PRODUCTION BASE Class : 41K12.3 - CLC Lecturer: Ph.D Ngo Thi Khue Thu Msc Nguyen Phuong Thao Danang, April 2018 GROUP MEMBERS Nguyen Thi Hang (Leader) Nguyen Ngoc Quynh Anh Nguyen Thi My My Le Thi Diem Mi Tran Thi Duyen MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE CONTENTS INTRODUCTION GENERAL INFORMATION ABOUT THE SALE POINT 2.1 Producer 2.2 Business situation 2.3 The relationship between the production base and intermediaries 2.4 Series of products selected 2.4.1 LITERATURE REVIEW 3.1 In-depth interview 3.2 Designing the channel FIELD OBSERVATION REPORT .7 4.1 Features, opportunities for decorative ceramic products POEMS framework INTERVIEW PROCESS REPORT 5.1 Select a product line 5.2 A set of interview questions 5.2.1 Selection of respondents .9 5.2.2 Question list 5.2.3 Form of interview .10 5.2.4 Time and place of interview .10 RESULTS AND DATA ANALYSIS 11 6.1 Answer sheet for the owner and manager: .11 6.2 Answer sheet for the end-users and retailers: 14 6.3 Data Analysis .19 6.3.1 The most important Insights 19 6.3.2 Analysis data for end – users and retailers .19 6.3.3 Source 19 6.3.4 The level of customer satisfaction 19 6.3.5 Suggestions for decorative ceramics 19 SOLUTIONS .20 7.1 Online channel 20 7.1.1 Website 20 7.1.2 Facebook fanpage .21 7.2 Offline channel 22 7.2.1 Showroom 22 7.2.2 Hotels and restaurants 22 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE INTRODUCTION In today market economy, many companies and production bases in our country have a tendency to offer their products through some intermediaries This would reduce the costs, create the highest efficiency in the channel, thereby deliver products to the target market in time and meet customer needs In fact, promotion activities like advertising and discount are only beneficial in the very short run Other businesses can rapidly imitate these kinds of strategies of the companies, so companies that follow these strategies will quickly lose their competitive advantages As a result, businesses today are focusing more on developing a better distribution system in order to gain sustainable development A complete distribution system with rational distribution policies will help the business succeed Pottery villages are traditional trade villages in many areas of Vietnam Thanh Ha pottery village has been existing in Hoi An for 500 years It is not well-known place until Hoi An has become an attractive destination of many foreign tourists Nevertheless, the village is still not popular in the eyes of local people At present, pottery villages are only distributed in Hue, Danang, Quang Nam and very few other provinces Thanks to the complete distribution system, the company has acquired a reputation for its products However, through our observation, the process of the distributing products has not yet reached maximum efficiency Therefore, we want to make Thanh Ha pottery village become traditional craft village like Bat Trang, Dong Trieu With regard to the aim of preserving and develop traditional craft villages, our group choose a pottery production base in Thanh Ha pottery village as our sale point for our project This is the production base of Mr Nguyen Van Xe GENERAL INFORMATION ABOUT THE SALE POINT 2.1 Producer - Nguyen Van Xe base is a pottery production of Thanh Ha pottery village - Address: Thanh Ha pottery village, Hoi An, Vietnam Thanh Ha is known as a famous pottery village in Hoi An In recent years, Thanh Ha is a place that many visitors cannot ignore when visiting to Hoi An This is a favorable opportunity for establishing the business in this area MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE 2.2 Business situation Through observing the sales point and conducting the interview with Mr Nguyen Van Xe, the owner of the production base, our conclusions are: - The traditional business items of Nguyen Van Xe factory are household pottery - The current distribution system of the facility is Producer 12 Wholesalers Retailers Consumers Nguyen Van Xe production base only distributes through traditional channels with 12 wholesalers In addition, the base also produces decorative products which are ordered from restaurants and hotels However, the number of decorative potteries sales is still so small Although there is a large number of tourists visiting the village, the facilities are not yet utilized Since the base mainly sells products with large size and personal belongings, customers cannot buy them because it is difficult to bring them home Besides, the establishment has produced some products for tourism like toys but does not gain a new breakthrough in revenue In addition, other ceramic manufacturing become the competitors of the base as they try to attract visitors with a practical experience by making their own products for tourists During the interview, Mr Son, Nguyen Van Xe’s son reveals that he intends to develop decorative ceramics instead of just producing household ceramics He also MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE wants to introduce the private brand of the home base as the family brand because most customers only know the general brand named Thanh Ha pottery village but does not know the private brand of a production base Nguyen Van Xe in Thanh Ha However, he does not know where and how to start 2.3 The relationship between the production base and intermediaries All 12 wholesalers live in Hoi An, close to Nguyen Van Xe ceramic factory so it is very easy for picking up products The relationship between the manufacturer and 12 wholesalers is very good However, 12 intermediaries tend to give money back to Nguyen Van Xe’s base only after selling the products, making the production base stagnant in the revolving capital 2.4 Series of products selected After the observation and interviews, we realize that household ceramics have a good development while decorative ceramics initially encountered many problems Hence, setting up distribution channels for decorative ceramics is an urgent task that needs to be addressed 2.4.1 Features, opportunities for decorative ceramic products Nowadays, people would love to engage closely with the nature and ancient living spaces Ceramics are among the favorite items mostly used to decorate in the restaurant, folk cuisines as well as hotels Some households also enjoy using these small decorative items for desks and indoor spaces Besides, ceramic decoration is small size, easy to transport, aesthetic and high level of sophistication LITERATURE REVIEW 3.1 In-depth interview After observing the sale point, in order to design an effective distribution channel for new products, we choose the in-depth interviewing to deeply understand customer insights By conducting a small number of interviews intensively, researcher can explore different perspectives from respondents on a particular idea, program, or situation (Carolyn Boyce and Palena Neale, 2006) These interviews are often used to provide a complete and profound picture of what happened in the channel and will happen with new products delivery Potential participants of the interview include the owner of business, managers, retailers and end-users The manufacturer can utilize the information from the study to apply for the business 3.2 Designing the channel Generally, a channel can be designed based on steps: recognizing the need for a channel design decision, setting and coordinating distribution objectives, specifying distribution tasks, developing possible alternative channel structures, evaluating the variables affecting channel structure, choosing the “best” channel structure and selecting the channel members (Bert Rosenbloom, 2012) In this case, the owner MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE wants to develop a new product The existing channel already has significant elements for this kind of product, the owner only need to modify it to fit with new products FIELD OBSERVATION REPORT Mr Nguyen Van Xe’s pottery production base is located in Thanh Ha pottery village, Hoi An, Quang Nam province Main products of the base are household potteries From 10 days to 15 days, 12 wholesalers will go to the production base, pick up the potteries, carry them around, and sell them to retailers in Hue, Da Nang and Quang Nam In addition to household potteries, the production base also makes decorative potteries which are ordered from restaurants, hotels, homestays and other decorative potteries These entities than sell these items to tourists visiting the village 4.1 POEMS framework People Employees: There are employees working at the production base and living near the production base They all have worked there for a long time (from 5-10 years) Wholesalers: The production base makes oral contract with 12 wholesalers Every 15 or 20 days, 12 wholesalers go to the production base to pick up the potteries and bring them around than selling to retailers in Hue, Da Nang and Quang Nam These wholesalers have strong business relationship with the production base Consumers of the sale point mostly are tourists visiting the village, but the sales for them are not many Sometimes, restaurants and hotels managers come here to order potteries for decorating or for food serving dishes Objects Household potteries: are mainly traditional products of Nguyen Van Xe’s production base They account for 80% revenue of the production base This kind of product has a full channel system so it is impossible to change the whole system Decorative potteries are potential products that are developed by Mr Xe’s son At this time, Mr Nguyen Van Xe’s son are considering building a new channel system for this kind of product Therefore, our group decided to help Mr Nguyen Van Xe to design the channel Pottery is made by forming a ceramic (often clay) body into objects of a required shape and heating them to high temperatures in a kiln which removes all the water from the clay MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE Environment: The production base is located in Thanh Ha pottery village, near the river Up to now, wholesalers and consumers go directly to the production to buy the potteries The owner does not have to any intermediate activities Messages and media: Not any production bases in the village has their own brand which many people know about that Only Thanh Ha pottery village has its name on Google map and research engines Tourists just wander around the village and come to any the production bases Service: Whenever tourists go by, Mr Nguyen Van Xe and his son will perform pottery making process by hands and by the wheel potter Then, tourists try to make potteries by themselves PEOPLE Employees Consumers Wholesalers SERVICE Performance POEM MESSAGES AND MEDIA No message and no media Only the board Known from the ancient town ENVIRONMENT Pottery village Production base OBJECTS Household potteries Decorative potties Potter's wheel & Kiln INTERVIEW PROCESS REPORT 5.1 Select a product line Product line: Ceramic decoration Today, people tend to love the close to nature or return to the old living space Ceramics are the favorite decorative items today in the restaurant, folk cuisine as well as the hotel Small decorative items for desks, indoor space are all family favorite Ceramic decoration is small size, easy to transport, aesthetic, high level sophistication 5.2 A set of interview questions 5.2.1 Selection of respondents - Sources of selection: Businesses or individuals who trade in or use pottery decorations MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE - Selection criteria: The respondents are currently trading or using pottery decorations Method of selection: selection of respondents Particularly, they are: o Mr Nguyen Van Xe – production base owner o Mr Nguyen Van Son - Mr Nguyen Van Xe’s son, manager as well as the heir of the production base o Mr Nguyen Van Hung employee o Mrs Lan - wholesaler o Mrs Sang - retailer o Shop Xương Rồng – GMT Garden (621 Nui Thanh Street) o Mộc Garden (Duong Tu Minh Street) o Shop souvenirs Ms Hien (Hoi An ancient ) o Room Casa Hostel (An Thuong Street) o Nguyen My My (Individuals Quang Nam Province) 5.2.2 Question list 5.2.2.1 Apply for the owner and manager Question 1: Do you have any difficulties in finding intermediates? Question 2: Do you have to deal with inventory? Question 3: Do intermediates pick up stock at the specific time or at the random time? Question 4: Do you want to extend market size and find more intermediates? Question 5: What you thing about the online channel? Question 6: Do you offer delivery service (how and how far?) Question 7: If we help you to set up the online channel, who can be the manager? 5.2.2.2 Apply for end-users and Retailers Question 1: Hi, are you doing the business, distributing, trading or using decorative pottery products or products related to decorative ceramics such as stone lotus, cactus etc? Is it good or difficult? If you are having difficulty, what problems you have? (For example: products, freight, design, etc) If you are a user, how you buy these decorative items? Question 2: Do you know the place of production or distribution of decorative ceramics that you are buying through the sources? Can you tell us the reasons why you choose them? Question 3: Have you ever had a problem of storage or inventory of decorative ceramics? And if so, how did you handle it? Question 4: Do you have any comments on decorative ceramic products? (design, style, size, etc) Question 5: What kind of purchases that you find more convenient (online or offline)? MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE Question 6: If there is a factory producing decorative pottery with original price and diversified designs, are you willing to buy? 5.2.3 Form of interview - Discussing face to face with respondents about the decorative pottery - Using a cell phone to record the interview and use the notebook to record it 5.2.4 Time and place of interview - Interview time: 45-60 minutes for each interview on 10/04/2017 and 11/04/2017 - Location: Da Nang city and Quang Nam province MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE 10 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE RESULTS AND DATA ANALYSIS 6.1 Answer sheet for the owner and manager: Đáp viên Mr Nguyen Van Mr Nguyen Van Xe – production Son - Mr Nguyen Câu hỏi base owner Van Xe’s son Cũng khơng khó khăn Vì xưa làm qua 12 trung gian quen biết rồi, đến tháng họ đến lấy hàng Họ không trả tiền mà đến bán hàng gửi tiền sau Mr Nguyen Van Hung - employee Mrs Lan wholesaler - Bên đồ gia dụng Trả lời tương tự Khơng khó tìm Hồi khơng khó Mình Xê xưa khó chừ có 12 nhà bn quen có bạn hàng rồi, lấy rồi, tháng quen đến lấy hàng Mùa mưa mùa hè làm không kịp cho họ lấy Lâu lâu có khách sạn, nhà hàng, quán ăn đến đặt Mrs Sang retailer Khơng có trung gian Cơ bán cho khách lẻ, phụ nữ sau sinh hay có nhà hàng tới đặt… Khơng có tồn kho Khơng có nhiều hàng Trả lời tương tự Cũng có hàng tồn nhiều Khi họ tồn kho cho Xê kho mà khơng thiếu họ nói nhiều Cũng tùy mùa tiếng làm thêm mà bên lẻ mua nhiều cho họ hay Cứ đầu tháng họ đến lấy hàng thơi, khơng có chở hàng cho bán bn Với tùy theo thời tiết - Bên hết hàng lấy tiếp nên khơng có dư Khoảng tầm tháng lấy lần Thì đầu tháng họ đến Trả lời tương tự Mình bán sỉ cho Khơng lấy hàng thơi em Xê họ mà Mình phải Thiếu báo chở hàng qua cho họ làm thêm MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE mà sản xuất nhiều hay Thật muốn già rồi, không làm nhiều Với có tới 12 nhà bn ln Lâu lâu khách sạn, nhà hàng tới đặt làm theo u cầu họ thơi Ờ, thật anh thấy đồ Trả lời tương tự Thôi thấy chừng đủ Bên bỏ gốm gia dụng Xê hàng ngó khơng có nên nhiều chỗ tính tìm hướng Anh thấy đồ gốm trang trí á, dễ thương, dễ làm, bán tốt với chưa làm Nó dễ vận chuyển đồ gia dụng Anh tính bỏ sỉ cho shop cảnh, trồng sen đá, em biết hỉ Với anh muốn làm lạ, riêng Chứ người đến chủ yếu biết đến làng gốm Thanh Hà có biết chỗ anh đâu Với tới, anh có ý định làm quầy nho nhỏ đây, trưng bày đồ gốm trang trí, Cơ bán khách lẻ con, khơng có bán cho khách bn 12 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE Cũng mà già khơng biết, để thằng làm độc, đẹp, lạ để khách tới xem Có Bán đồ trang trí qua mạng bán dễ hơn, dễ quảng cáo Mấy người Tây bạn anh dạy anh xài Pinterest kiểu để đăng ảnh lên đó, cho khách họ thấy hàng Bên đồ gia dụng có xe bị chở hàng, bên tới lấy Cịn đồ gốm trang trí anh nghĩ có bưu điện, viettel post… Khách hàng đặt ship cho họ Chủ yếu bên bán buôn bán Đà Nẵng, Huế, Quảng Nam nhiều Cịn có khách xa đặt họ đặt xe khách, xe dừng Vĩnh Điện, chở hàng lên cho xe khách chở đến khách hàng thơi Chắc có Anh quản lý ln Có thằng em làm IT, kêu làm website cho anh 6.2 Answer sheet for the end-users and retailers: Đáp viên Shop Xương rồng Shop sen đá Mộc Câu hỏi bên Núi Thành Garden Trả lời tương tự Không, cô không Không, cô không Xê online biết chi Trả lời tương tự Khơng có, chở Khách lẻ nên họ Xê hàng tới cho họ thơi đến cửa hàng mua thơi Trả lời tương tự Không Xê Shop lưu niệm chị Hiền Hội An Khách sạn Room Casa Không Nguyễn My My (Khách lẻ) 13 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.X€™S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.X€™S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.X€™S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.X€™S.POTTERY.PRODUCTION.BASE - Bn bán bình thường Sen đá chậu leo bán chạy Ok Làm ăn tốt đẹp Đợt vừa có khuyến sen đá trồng chậu gốm nên cần nhiều chậu gốm để giâm lại Với sen đá, xương rồng giá rẻ nên nhiều người chuộng Cũng bình thường Nhưng khơng bán chạy loại gốm sứ chị lấy Bát Tràng Bên chị vừa bán gốm Hội An vừa bán gốm Bát Tràng Mà mặt hàng bán phụ thôi, hàng lưu niệm chủ yếu dây, tranh ảnh… nhiều thứ - Khách sạn hoạt động ổn định - Khơng thấy có vấn đề chi Mình hay mua chậu gốm nhỏ trang trí với chậu gốm sen đá trồng Ba mẹ hay mua chậu gốm trồng hoa nhà Nói chung nhìn đẹp, dễ thương - Khơng rõ chủ người đặt hàng Chỉ biết chủ đặt hàng qua shop đồ gốm online Mỗi tháng nhập hàng lần, từ 20 – 30 chậu nhỏ kiểu - Giá ổn, yêu cầu thiết kế chờ lâu Lấy hàng qua kênh online từ Hà Nội Lâu lâu có lấy hàng từ gốm Hội An Khoảng đến tháng đặt lần, lần đặt tầm 100 chậu gốm nhỏ loại Chỗ làm ăn được, hàng nhìn đẹp, vận chuyển xa khơng vỡ nhiều Ở Hà Nội chị có người quen bán ngồi Nên có order ship hàng vào Cịn Hội An mua qua nhà bn làng Gốm Thanh Hà Chú hay bỏ 12 giáp tị he, chén bát gốm, nhiều hình thù khác gốm nữa, với ấm tách trà thứ Bên chị mua Hội An shop gốm Nhật đường Mai Xuân Thưởng Thường hay mua Hội An Rảnh xuống chỗ làng Gốm để vừa làm gốm vừa xem thử có chậu trang trí khơng Mà ít, người ta toàn làm gốm dân dụng hết Lâu lâu xuống trúng có đợt làm cho khách đặt đồ gốm trang trí khách sạn nhà Câu Câu 14 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE Câu Câu Đơi có tồn kho khơng đáng kể, có mùa mưa bán chạy thơi Với chậu gốm dùng để giâm sen đá, xương rồng… nên nhìn tồn kho Shop bán lẻ chậu gốm nhỏ Cần đa dạng mẫu mã hơn, quanh quảnh lại có kiểu gốm trang trí chậu thơi Nhìn lâu chán Thường loại sen đá hay xương rồng trổng chậu gốm trang trí thường gọi tồn kho, khơng bán để chưng thơi Chờ lớn lên lại lấy giâm con., dùng tặng kèm khách hàng… Với bên anh có bán sỉ cho nhà hàng, khách sạn hay quán cà phê mà người ta đặt với số lượng lớn để trang trí Cịn khơng có khách lẻ đến mua hàng thơi Tiêu cực chị thấy hàng hóa vận chuyển cịn chưa nhanh cho lắm, nhiều lúc chị hết hàng, gọi họ miết mà phải đợi ngày mang qua Cịn tích cực chị Hàng bên chị Chúng bán không gặp vấn đề chạy nên khơng thường xun nhập hàng Khoảng tháng nhập hàng lần Hàng tồn để thôi, lau chùi Khách vào giới thiệu để họ biết gốm Hội An mà mua hàng, Hùng làm dư vài cai mua thơi khơng Khơng có ý kiến Đồ gốm trang trí Chúng tơi mong đa dạng Từ ấm trà, muốn có nhiều mẫu tượng… nhiều mã để lựa chọn Mà lấy Hội An khơng đa dạng Hà Nội Với có đặt Hội An phải thông qua nhà Nên đa dạng mẫu mã Chứ có khách đặt có mẫu Cịn lại tồn mẫu thơng thường Với nên làm nhiều để bán cho khách lẻ 15 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE Câu Câu Mua online tiện Tại chủ bận, công việc phụ nên cần giao hàng chất lượng hẹn Cũng khơng cần phải đến trực tiếp làm Cũng mua Mà ban đầu mua tầm 30 chục trở lại thơi Để coi mẫu mã có đa dạng khơng với chất lượng ok mua tiếp Bên thấy cho bn nên đơi chiết khấu cao chờ lâu chỗ khác chút Mặt hàng chủ lực chị nên thơi, chị khơng cần tìm kiếm nơi sản xuất làm gì, có hàng cho chị Anh thấy chưa có đa Nhà bn người ta dạng mẫu mã, thật chở đến cho chị sen đá khơng Nói chung tiện, phải đâu chỗ anh bán nên xa Khi có mẫu khơng đầu tư nhiều họ đem đến Chứ anh thấy ngồi chào hàng, chị thấy Hà Nội có nhiều đồ lấy gốm trang trí đẹp, chục để Bán mẫu mã đa dạng mà nhiều trả tiền sớm cho họ chưa có Mua Bên anh làm ăn tốt, nên muốn có thêm thu hút khách hàng nhiều Chứ Đà Nẵng có nhiều nơi bán Chúng muôn tới tận nơi để lựa lại tốn nhiều thời gian khó khan cho việc vận chuyển Nếu dùng kênh online tốt sản phẩm thực tế phải giống với hình ảnh, thường xuyên đăng mẫu mã để khách dễ lựa chọn Mua Cứ mẫu Vậy ok Chị sẵn mã đẹp, nhìn chất sàn mua lượng mà giá xưởng tốt Bên chị tồn bán cho Tây không nên không lo giá cho Mình thích đến tận nơi mua Có nhiều mẫu mã để lựa chọn ( có hàng dư cho khách), khắc tên lên đồ trang trí Có Nếu Hội An có thường xuyên xuống rủ thêm bạn để mua ủng hộ dài dài 16 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE mở rộng cảnh Thêm dòng sen đá nên mẫu mã đa dạng, tương lai teen teen mà dễ cần nhiều thương, bạn trẻ thường hay thích Nếu sở sx hay, dễ giao hàng mà không sợ trễ lắm, lời nhiều Mà phải đẹp, mang chút độc đáo, đặc sắc dân tộc tụi Tây thích Chứ gốm Hội An đơn giản 17 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE 6.3 Data Analysis 6.1.1 The most important Insights During the interview, Mr Son, Nguyen Van Xe’s son revealed that he intends to develop decorative ceramics instead of just producing household ceramics According to him, decorative ceramics are easy to sell, transport and look more eye-catching than household pottery He looks for finding and designing new models products, more unique than its available on the market today He also wants to introduce the private brand of the home base as the family brand because most customers only know the general brand named Thanh Ha pottery village but not know the private brand of a production base Nguyen Van Xe in Thanh Ha However, he does not know where and how to start Moreover, the relationship between the manufacturer and 12 wholesalers is very good Mr Xe does not intend to seek new intermediaries because there are not enough products to supply for them That is why we choose the decorative ceramics instead of household ceramics 6.1.2 Analysis data for end – users and retailers 6.1.2.1 Business situation from customer perspectives (related to decorative ceramics) - The business operations are stable - Due to the specialty of the ornamental plant, there are not too many inventories related to pottery 6.1.3  Source 2/5 customers order products from online decorative pottery channel 2/5 customers are buying through a merchant 1/5 customers come directly to the manufacturer to buy Online Channel is the channel chosen by customers because of the convenience and time savings This is considered as a potential market 6.1.4 The level of customer satisfaction - Most of the customers have no complaints about where to sell their decorative ceramics - Delivery products at right places, quality products, suitable prices 6.1.5 Suggestions for decorative ceramics - 5/5 customers are looking for more designs, new designs 18 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE - 2/5 customers would like to have facilities to produce decorative ceramics nearby for convenient ordering Coincidentally, he also want to design and create more new models to make a difference in the market SOLUTIONS With regards to these issues, we design the marketing channel in both online and offline channel for decorative potteries Website online Facebook fanpage Manufacture showroom Offline hotels and restaurants 6.4 Online channel 7.1.1 Website With the development of information technology, people tend to find the information on the Internet According to Google's 2015 Customer Barometer survey, more than 70% of users in Vietnam have a habit of using the search engine to find out information about a product or service before making a purchase decision This is point what we need to be concerned Therefore, the website would be a good channel for customers who live far away from the store and for those who want to upload information about the production base and the products Website manager : According to Mr Son said: “he can manage the Website and Fanpage” 19 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE Website and Fanpage designer : According to Mr Son said: “Brother’s Hung who majored in information technology He can design Website and Fanpage but he is busy so he did not help Mr Son design Website and Fanpage at this time.” 7.1.2 Facebook fanpage According to The Next Web, Vietnam is one of ten countries having the most Facebook users In details, Vietnam ranks 7th 64 million facebook users, account for % of total users on over the world That say, Facebook is a potential market that no business platforms or production bases could catch up Besides, 2/5 end-users interviewed choose online channel as their main channel to buy this kind of product, meaning Facebook is perceived as an important channel in this situation 20 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE In addition to finding individual customers, Facebook does a very good job at reaching restaurants and hotels which have demand for decorative potteries 6.5 Offline channel 7.1.3 Showroom This can be explained by the fact that in 2017, Hoi An attracts 3,22 million tourists, which goes up 21,66% compared with 2016 Since Thanh Ha pottery village is a hot spot in Hoi An, opening the showroom would help the base to showcase their unique products, promote their private brand as well as earn a large amount of revenue from serving the large number of tourists - Showroom location: At Thanh Ha pottery village at the production base Targeted customer: Tourists in Hoi An Ways to attract customers: Work with a travel company to get customers into the showroom Mr Son will be building a showroom in May 2018 7.1.4 Hotels and restaurants The number of tourists in Da Nang and Hoi An increased rapidly, the hotel restaurant where visitors always visit Therefore, the goods are displayed in the restaurant, the hotel helps promote and sell products - Display location: At hotels and restaurants in Da Nang, Hoi An Hotels and restaurants usually have souvenir shelves to sell local goods The production base 21 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE - can offer products at those places with reasonable discount with some criteria such as good brand, good location and positive attitude Targeted customer: tourists at the hotel, restaurants Criteria for selection hotels and restaurants: good brand, good location and positive attitude 22 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE REFERENCES Boyce, C., & Neale, P (2006) Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input Watertown: Pathfinder International Rosenbloom, B (2012) Marketing Channels Cengage Learning 23 MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE MARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASEMARKETING.CHANNELS.topic.DESIGN.MARKETING.CHANNELS.FOR.NEW.PRODUCTS THE.CASE.IN.NGUYEN.VAN.XE’S.POTTERY.PRODUCTION.BASE