Marketing Plan

MARKETING PLAN

SUPERLIGHT CONCRETE BLOCK

I. Executive summary

II. Current Market Situation

We decide to enter the market of industrial material (contructing block/brick) because it is a potential market in Vietnam. Traditionally, baked bricks are commonly used in contruction in Vietnamese market. However, due to its bad effects on environment (clay exhaustion, toxic chemicals emission…), baked bricks are used less and less. Moreover, Government also has policies to promote the production and use of non-baked bricks. Technology of superlight concrete block has penetrated Vietnamese market several years ago. Nevertherless, because of traiditional habit and price disparity, Vietnamese people still prefer baked clay bricks than concrete panel.

As a result, market for super-light concrete block is very potential and growing gradually in Vietnam.

The competion is relatively high in the market and demand is going up and up due to the industrialization in the nation. Some big companies that also produce concrete brick are Trung Hau machines and new materials manufacturing joint stock company (Ho Chi Minh city), Dat Viet corporation and Khang Minh brick joint stock company. They are our main competitors in the unbaked brick market beside traditional baked clay bricks manufacturers.

1. Market description

SUPERBLOCK’s market consists of consumers and business users who prefer a new material which is lighter and more durable for constructing projects. Table below describes how SUPERBLOCK.

Targeted segment | Customer need | Corresponding benefit |

Construction companies/corporations(business market) | * Durable* Cost saving* Time saving* Easy for delivery | * Durable input materials and new technology* Mass production and waste input materials -> low price* Light weight bricks reduces cost on the ground construction* Building with superlight concrete is 20-30% faster than baked bricks due to bigger size and lighter weight* Very light (can float on the...