Today, I want to talk about marketing-oriented
pricing.
As we know, pricing is very important with the
development of company. It build product features, price, advertising and other
elements of marking around the product's set of consumers who are known as the
target market. Marketing managers using market-oriented pricing to price the
product at an ideal cost for the consumer and the business. Business managers
must balance the consumers' desired price of the product with the companies
financial needs. Research into needs of both the company and the target market
can help create profitable price strategy.
I will analyze about the price strategies of one of the biggest company
in my country, Vinamilk.
First of all, there are some factors which affect the price of Vinamilk:
-
The economic
goals: Try to produce milk, butter, cheese and others good for health and reach
the sustainable development.
-
Cost of
product:
o Investment in technology
o Cost of inputs
o Cost of sales
o Reputation and product quality
o Demand and consumer psychology dairy products
o The price of competitors
Secondly, the price strategies
of Vinamilk is:
1.
Price of
Vinamilk is quite stable:
|
The product line
|
The number of kinds of each product line
|
Average price (VND)
|
Average price (euro)
|
|
Condensed
|
7
|
10.000
|
0,35
|
|
Milk
|
31
|
90.000
|
3,35
|
|
Nutritional powder
|
18
|
39.000
|
1,50
|
|
Fresh milk
|
33
|
12.000
|
0,45
|
|
Yogurt drink
|
8
|
9.000
|
0,35
|
|
Soy milk
|
4
|
5.000
|
0,20
|
|
Cheese
|
1
|
16.000
|
0,60
|
2.
Strategies more expensive for better quality
3.
Besides
that, they also unchanged the price but supply the high quality milk
4.
The
policies on purchasing price of raw milk: areas with pasture, urbanization,
good breeding conditions, but must be transported away from milk, the lower
price. At the same time, Vinamilk always adjust seasonal milk price and milk
price situation in the world. In addition, the company through price support
for a sustainable model of development
The effectiveness:
|
Year
|
Revenue
(billions VNĐ)
|
Profit(%)
|
|
2009
|
9.220
|
1.670
|
|
2010
|
14.428
|
3.137
|
