kết hoạch marketing cho sản phẩm của công ty có thể xâm nhập vào thị trường trung quốc e

“ KẾT HOẠCH MARKETING CHO SẢN PHẨM CỦA CÔNG TY CÓ THỂ XÂM NHẬP VÀO THỊ TRƯỜNG TRUNG QUỐC "Plan marketing for the company's products can enter the Chinese market" PART I: GOAL In recent years, the trend of globalization has made countries together make up the free trade area to create a united market for goods and services Under the circumstance, China strives to create the image of a reliable partner in the region, especially with ASEAN This makes China become a factor can not account in the ASEAN’s development policy ASEAN really want to turn China from a volatility factor becomes a driving force contributing to economic development So, all most ASEAN countries are willing to grasp opportunities for co-operation with China And ASEAN - China free trade has begun to take effect 01/01/ 2010 Take this opportunity, Vietnam government has encouraged increased exports in the region With Thien Long group’s position & vision, to grasp the Chinese market is the world's largest market in terms of area and population, along with the special preferential tariff, so our team decides to make the marketing plan for this market Understanding the culture of the country - market that we want to entry and develop, which is an indispensable problem in development plan for new market Because culture makes people more "quality", link and multiply the individual values of each people and become infinite resources of each country Business culture is the use of cultural factors on business, is what the business applicate or create in the process of forming the stable foundation and the specific characteristics their business PART II - PLAN OF PROJECT Culture: Chinese culture is one of the oldest cultures and most complex in the world The regions that Chinese culture dominates the spread across a large geographical area in Eastern Asia with the customs and traditions are very much different between the towns, cities and provinces So within the framework of this plan, we concentrate the common point of Chinese culture and the consumable trend and business-specific of Guangzhou, Chongqing to penetrate the Thien Long’s products Chinese business culture To keep a rendezvous is so importance with Chinese Enterprise; they will not wait if you come late The face is correlative with social position To appreciate the modesty Individual relationship is very importance It is the best way if we are recommend by a Chinese Relationship with company rank is also importance too Patience to make long relationship, not attack in a rush To give name cards by two hands, put Chinese’s side (if have) up Must read clearly before put in pocket Must show full name with courtesy titles and position in a letter It is regarded as lack trust if to ward off contact with eyes Do not refuse directly, say: I may/will think about that Managing culture • Confucianism influence on Chinese manager’s thinking and style Management in China is guide from top to bottom • It will not respect our superior, if we make a doubtful question about their decision • The rank and age are always receiving respect from junior Meeting culture • It always high appreciate polite Must stand up when leader come in, and give an attentive invitation for sitting • It is often meeting many times instead of big one for solve problem To learn about information, built up and consolidate the relationship is more importance than solving the problem in the meeting Decision takes from majority • To give a present is normal behavior to develop relationship Must avoid give costly gift, because it misunderstand bribery Present must be wrapped, not open in front of giver It must be a public present for company Communication culture • Be careful of communication though translator, high risk • Chinese are afraid to say no, it make confuse for both parties Chinese say reluctantly, it means to say no Goals & limited matter 2.1 The scale of the industry Population of China is over 1.3 billion citizens It is in some area as follow: Urban population No City estimate Administrative divisions Area (2002), million Shanghai 9.031.200 Shanghai (central) East Beijing 7.129.500 Beijing (central) North Tianjin 4.344.500 Tianjin (central) North Chongquing 2.311.600 Chongquing (central) Southwest Guangzhou 3.433.700 Guangdong(province) South Chengdu 1.927.100 Sichuan (province) Southwest The population of Guangzhou is 3.433.700 persons, Chongquing is 2.311.600 persons Two cities are developing rapidly, offices, factories of other cities & Taiwan are moving in two cities because of investment incentives Along with investment in education by the government to counterbalance the two northern cities (Beijing), East (Shanghai) b/ We choose pens and gel pens to put in two markets in the early stages c/ Object of service: office staff & students *** OFFICE STAFF: Young, dynamic, to attach important in comfort, freedom, being integrated with the West lifestyle and living (modern, industrial) Simple tastes, bass, tend to follow Korean fashion, favorite products that reflect light, sparkling stones & crystal… Products should be designed as follow: Contours: Straight combine with curve but must be strong and modern Materials: Transparence, glossy surface was associated with some Nickel polished details Blocks used in design: strong, modern, blocks combine with blocks to effect of light reflection Printing on pen: monochromatic, special not to use colors like silver or colored metal light at hanger position Image: the product or the cartoon character fit the target customers Style: modern, comfortable, free Emotion: young, dynamic, self-confidence Color: Use soft color scale combine with monochrome, contrast sharply Packing: Color: Use soft color scale combine with monochrome, contrast sharply Presentation: 2D drawing style combine with the simple colors, strong, maximum in use of contrast in the forms and contours to create a lively design The surface packaging must polish (cover by BOPP film) Image: product Images must be taken or drawn at the best view They interpret outstanding characteristics of the product if necessary Cartoon images: cartoon characters must satisfy the expression "young, dynamic, self-confidence." Product Name: must display imagery (design as logo), the language shown on the design completely in English Language and content shown on the packaging: bilingual Chinese - English Chinese show in the title "product types, product characteristics should promote, color ink, notes and warnings, instructions for use and storage (if any)." English show in “address, products name, product type, quantity, dialogue of the cartoon character (if any), the international standards (if any)." Packing: 12 pcs/box, 12 boxes/inner, 12 inners/carton *** PUPIL & STUDENT: Young, dynamic, to attach important in comfort, lovable, dreaminess the love school age, witty, being integrated with the West lifestyle and living (modern, industrial) Fussy tastes, like Cartoon, soft color, love Korean fashion, favorite products that reflect light, sparkling stones & crystal… Products should be designed as follow: Contours: Straight combine with curve but must be soft and modern Materials: Transparence, opaque, glossy surface was associated with some Nickel polished details Blocks used in design: roundish, soft, modern, blocks combine with blocks to effect of light reflection Detail material Color: soft, warm, cool, clear Image: the product or the cartoon character fit the character "dynamic, smart, mischievous, cute, special character" Style: modern, comfortable, free Emotion: young, lovely, dynamic, dreaminess, witty Packing: Packaging image imitate as orientation Cartoon design as orientation d/ Competitor The main competitors in two markets is M & G, True Colors, Dong A, non-branded products Shanghai M & G Stationery Inc: is a local product with a factory located in Shanghai Pen products of M & G have two lines: high-grade and average They are leading the market but shops are indifferent in business M & G products because of low profits True Colors: Strong in art pens and True Colors focus on premium segment Dong A: South Korean products has begun to penetrate the Chinese market since 2007, Dong-A only the products pens (Pen Gel) at these two markets of, should not common The main output of the stationery at Guangzhou and Chongqing market are still nonbranded products Because the quality of these products are unstable Thien Long focus on first stage: - High-grade: only sell in supermarkets - Average grade: Sale at the wholesale market and grocery store Beijing and Shanghai Consumers are interested in brand Guangzhou and Chongqing are new development city so the choice of consumers more "easy" and need more brands to choose So Thien Long chooses to penetrate into 02 cities to fast path to success e/ Target turnover: USD 1,000,000 for first year Marketing programme: 3.1 - Promotion: a/ Regulation of "priority" to choose and decide on related issues during Chinese market entry - 1st priority: quality - 2nd priority: The aesthetic value and emotion of products that bring to target customers - 3rd priority: price - 4th priority: output - 5th priority: Sales & Marketing’s activities at Guangzhou and Chongqing market - 6th priority: profit b/ The strategy of packing form: - Blister card: design purpose is promotion brand & products - Normal carton box: integrate market & profit c/ The "strategy demand” for the product during penetration, especially goods enter the market at the "first stage" - Quality: must be inspected 100%, make sure that no one serious error - Ensure the transport to China must be safe and not harmful to the packaging and products inside - Ensure 100% of copyright that related design, product name, logo, Cartoon images, images used in the design must be registered and approved in the international markets which the Group is exploiting and penetration - Sales & Marketing activities must be synchronous or complete prior to toss of goods Shelves must highlight two elements of competition: "Brand" & "Product" + emotion (if any) - Ensure 100% not broken goods when market accept - The Cartoon images used in the design must be "expressive" by image or plot Cartoon Characters were chosen to purchase or design must be consistent with the "target customers" that want to exploit - Ensure products information after tossing goods that must be transmitted continuously to Group - Must comply with the absolute of "strategic orientations" was agreed, if changes, it must be approved by the export project council d/ Logo • Thien Long’s Logo • Thien Long’s Logo at China e/ Demands & regulations in “promotion brand” stragtegy that related products - BLISTER CARD: promotion brand and products - Other Packing & Product: integrate market & exploit - No abuse designs of stamp, packing to promote brand 3.2 Resources and infrastructure: based on reports, appraisement and actual situation of the related departments that have shown our companies have enough human resource, financial resources and material resources to carry out this project 3.3 Distribution a/ Distribution at China The Chinese consumer products are distributed to consumers through 02 main channels: modern - MT and traditional - GT The growth of stationary in Modern trade is about 86% for both markets of Guangzhou and Chongqing, but the traditional channels still occupy 67% turnover of domestic stationery market of Guangzhou and Chongqing The traditional channel distribute for wholesale that they distribute to the provinces and the grocery b/ Orientation of distribution channel - Modern Trade: to build brand - Traditional Channel: • City area: direct distribution • Province area: through wholesale c/ Implement strategic distribution channels to penetrate the market GUANGZHOU, CHONGQING * Focus objects: - Office staff - Pupil - Student * In every object will be segments: high-grade & average grade * High-grade products will be sold in modern trade Average grade (blister card) will be displayed at two channels and only sell on modern trade, box packing sell on all channel Price: According to market demand and at the first stage will assess penetration way Try to win the customer’s favorite because of our products at attractive price compare to its quality It is lower M&G 5% ~ 10% Distribution channel Trading Co at China Online channel Traditional channel Modern trade Distribute direct from Co wholesale retail retail retail Distribute indirect from Co Customers Penetrate: * First stage: - Participating in local fairs - Display Goods and cover the channel - Promotion of sale * Second stage: - Trying to write and give gifts program on the channel - Promotion of consumers retail - This stage will combine with the wholesale (distribution point) to implement Roadshow program in schools and office buildings 3.4 – Performance rout: • 2009 : marketing research • 01/2010 : protect plan • 03/ 2010 : prepare all resources • 06/2010 : produce sample and carry out marketing programs • 12/2010 : produce as real demand that is collected information • 01/ 2011 : follow up, appraise situation, adjust strategy and give development plan to produce and distribute on a large scale PART III - CONCLUSION: During the implementation process will have difficulties in language, geography and law, but through understanding of business and local culture, quickly updated market information in time to overcome the difficulties and early success in terms of brand  ... are interested in brand Guangzhou and Chongqing are new development city so the choice of consumers more "easy" and need more brands to choose So Thien Long chooses to penetrate into 02 cities... The "strategy demand” for the product during penetration, especially goods enter the market at the "first stage" - Quality: must be inspected 100%, make sure that no one serious error - Ensure... business-specific of Guangzhou, Chongqing to penetrate the Thien Long’s products Chinese business culture To keep a rendezvous is so importance with Chinese Enterprise; they will not wait if you come