2.

Chin lc Marketing
2.1. Sn phm
Th trng gch Trung rt a dng t mu m n cht lng t loi c sn
xut trong nc n hng nhp khu. Hin ti th trng gch Trung ra lm 2 dng
sn phm:
- Dng sn phm cht lng cao: Dnh cho khch hng c thu nhp cao, cc cng
trnh xy dng ln
- Dng sn phm bnh dn: Cho khch hng c thu nhp trung bnh kh, cc cng
trnh xy dng.
Bng 4.1.2: So snh mt s vt liu lt sn1

Tiu
ch
Loi vt
liu lt
sn

Tnh cht c hc
v u nhc im

Nhu cu
th trng

Gi thnh
sn phm

Dao ng t
60.000 n
Loi vt liu
200.000
lt sn ph
ng/m2 gch
bin nht
tu mu m
hin nay
v kch thc.

Gch
Ceramic
(gch
gm)

Lm t t nung, a dng v mu m
mu sc v kch c. Nhc im l
khng phi loi gch ceramic no cng
c ph lp chng thm nn d v v
st m nu b va p, thi cng cn c va
xi mng lt.

Gch
men

Ging gch Ceramic, c ph lp men v

to hoa vn, kch c cng hn gch
ceramic, bn v hu nh khng cn bo
dng. C rt nhiu la chn v mu m,
mu sc v . Nhc im l sn phm
ny trn v d gy cm gic khng thoi
mi khi i chn trn hoc nm lu.

Loi vt liu
Gi t 60.000
lt sn ph
n 200.000
bin hin
ng/m2 gch
nay

Lm t bt (ht) , cht kt dnh v to

mu, sau c p vi cng cao v
Gch grani mi bng nn gch rt cng, chng
te
mi mn cao, khng thm nc. Nhc
im l mu m kh hn ch, khch hng
t s chn la.

Ty theo kch
thc v
Loi vt liu bng b mt,
lt sn cng gi ca sn
c s
phm ny dao
dng nhiu ng t
hin nay
90.000 n
200.000
ng/m2

t
nhin

Sn phm ny rt p v sang trng, to

cm gic gn gi t nhin. granite
cng, d to bng m khng trn, thng
s dng nhng sn c nhiu ngi i
li. Nhc im l nng, thi cng i hi
th tay ngh cao v thng phi ct ghp
nhiu ti ch gy bi bn v ting n

Vt liu lt
sn kh ph
bin hin
nay.

Gi dao ng
t 300.000
n 1.200.000
ng/m2

G cng
nghip

u im l mu sc v vn hoa rt phong
ph. Gi thnh khng cao, thi cng rt
nhanh chng bm bn, try xc, d dng
tho d v lp t vo v tr khc. Nhc
im khng chu c nc.

L vt liu
kh mi cao
cp hn
gch, nhng
li ph bin
rt nhanh.

T 200.000
n 390.000
ng/m2

Lun ng
v tr hng
u v vt
liu lt nn.

T 400.000 800.000/m2
hon thin

G t
nhin

Thm
tri sn

T vt liu g t nhin, truyn thng. u

im l bn p, thn thin, cm nhn
c v t nhin v thoi mi cho ngi
s dng,... Nhc im l tn chi ph bo
dng, khng a dng v mu sc v vn
g.
u im l loi vt liu nh nn rt d thi
cng lp t, a dng v mu sc, hoa
vn v kch c, d thay i v gi thnh
chp nhn c. Nhng bn thp, kh

L loi sn
phm quen
thuc, c

T 25.000
n 150.000
ng.

Qua bng trn cho bit nhn chung cc loi vt liu lt sn u c nhng u nhc
im ring m ngi tiu dng c nhiu s chn la ph hp vi thu nhp, s thch, th
hiu. Ring gch Granit l loi gch c s dng ph bin t cc cng trnh xy dng
n nh . Vi u im ny, cc nh sn xut gch Granit cng y mnh khu thit k
sn phm, nng cao cht lng, h gi thnh nhm tng doanh s bn cng nh m rng
th phn. Do vy, Gch Granit c chn lm sn phm mc tiu ca Trung trong
nhiu nm gn y.
2.2.Gi
Gi l mt trong 4 bin s quan trng ca marketing mix. Gi ng vai tr quyt nh
trong vic mua hng ny hay hng khc i vi ngi tiu th. i vi cng ty Trung
gi c v tr quyt nh cnh tranh trn th trng. Vic nh gi sn phm c ngha
quan trng i vi doanh nghip v n nh hng trc tip n doanh s v li nhun.
Tn dng thi c xy dng ang pht trin ti Vit Nam, Trung vch ra chin lc
gi nh vo tm l ca ngi tiu dng bng cch cho ra i nhng sn phm c gi
thnh phc v mi tng lp v nhu cu ca x hi.
T nhng ngy u tin thnh lp n nay, Trung a ra mc gi cnh tranh, sau
tu tnh hnh bin ng th trng s c s iu chnh thch hp, nh vic s dng thnh
cng chin lc ny trong mt thi gian di, Trung tr nn ph bin trn thi trng
Vit Nam cng nh thu c li nhun nht nh trc khi nhng i th khc thm nhp
th trng.
Bng 4.1.1: Gi gch Granit mt s i l ti Ngh An
Tn
sn phm
Nh
Sn Xut

Gch lt nn
(40cm x 40 cm)

Gch p tng
(25 cm x 40 cm)

Loi 1

Loi 2

Loi 1

Loi 2

Trung

150200/m2

144/m2

121/m2

90/m2

Italy

200/m2

Taicera

204/m2

Nh

150/m2

Marcopolo Tile

220/m2
73/thng

78/m2

76/m2

Trung

75/thng

Bch M

95/ m2

Toroma

83/m2

Tng Dng

78/m2

Vicera
Chang Yih

88/m2
77/thng

86/m2