Vie Office* 15 Phan Ke Binh T. +84(0) 8 2240 5890 Ward Daka o Distr ict 1. F. +84 0 8 3822 4507 COMPETITOR COMPARISON Executive Summary The repo rt aims to investiga te both domestic and internationa l competitors of Vina Biofuel, with a main focus on the way product informat ion is displayed and ho w products are sold via websites. The key findings indicate a rough division in layout style and content focus between domestic and international compa nies. Domestic comp anies sho w a general lack of product information an d their overall design and web interface are less compelling in comparison to international companies. International competitors show a great deal of information, which tend to focus on educating the Useron the benefits oftheir products in terms of environmental and cost savings aspects. However, the companies reviewed in this comparison generally lack direct calls-to-action and little guidance for Users in purchasing their products. Based on our findings, we suggest to develop educational product content with an emphasis on product applications, while guiding the User into entering a purchase scenario with Vina Biofuel either as: 1. direct online ordering or2. through e- catalogues download able on-site. . Table of Contents DOMESTIC COMPETITORS........ ........ ........ ........ ......... ........ ..... ........ .. ........ ........ ......... ....... ...... ........ ........ ........ .. ....... 2 Tan Phat Co, Ltd ........... ............ ......... .......... ......... ............ . ............ ............ ........ ........ ............ ........... . ........... ......... 2 Van Xuan JSC........... ............ ......... .......... ......... ............ . ............ ............ ........ ........ ............ ........... . ........... ........... ... 3 Nang Luong T ai Tao Mien Na m Co, Ltd ............ ........... ......... ........... ........ ............ . ........... ........... .......... ........ ..... 4 Cong nghe Moi Truong Toan My Co. ........... ...................................................................................................... 5 Cong Nghe Sinh Phu JSC ................................................... ............ . ................................ ........ ........................ .... 6 Minh Hung Group ........... ........... .......... ............ ........ ............ ........... ............ ......... ....... ............ ............ . ............ ...... 7 INTERNATIONAL COMPETITORS ........ ........ ........ ........ ........ ........ ..... ......... .. ....... ......... ........ ........ ...... ........ ........ ........ .. 8 Alterna Biocarbon, Canada........... ............ ......... .......... ......... ............ . ............ ............ ........ ........ ............ ........... . .. 8 Avello .......... ............ .......... ........... ......... ............ ........... ............ ......... ......... ............ ........... ............ ............ ........ ....... 9 Biochar Products ............ ........... ......... ........... ........ ............ . ........... ........... .......... ........ ............ ............ ........... ...... 10 KEY FINDINGS.................................................................................................................................................... 10
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15 Phan Ke Binh T. +84(0) 8 2240 5890Ward Dakao District 1. F. +84 0 8 3822 4507
COMPETITOR COMPARISON
Executive SummaryThe report aims to investigate both domestic and international competitors of Vina Biofuel, with a main focuson the way product information is displayed and ho w products are sold via websites.
The key findings indicate a rough division in layout style and content focus between domestic and
international companies. Domestic companies show a general lack of product information and their overalldesign and web interface are less compelling in comparison to international companies. International
competitors show a great deal of information, which tend to focus on educating the User on the benefits of their products in terms of environmental and cost savings aspects. However, the companies reviewed in thiscomparison generally lack direct calls-to-action and little guidance for Users in purchasing their products.
Based on our findings, we suggest to develop educational product content with an emphasis on product
applications, while guiding the User into entering a purchase scenario with Vina Biofuel either as:1. direct online ordering or
2. through e- catalogues downloadable on-site.
.
Table of Contents
DOMESTIC COMPETITORS................................................................ ................................................................ ....... 2 Tan Phat Co, Ltd ................................ ................................ ................................ ................................ .................... 2 Van Xuan JSC................................ ................................ ................................ ................................ ......................... 3 Nang Luong Tai Tao Mien Nam Co, Ltd................................ ................................ ................................ ............. 4 Cong nghe Moi Truong Toan My Co. ................................ ................................ ................................ ................. 5 Cong Nghe Sinh Phu JSC ................................ ................................ ................................ ................................ .... 6 Minh Hung Group ................................ ................................ ................................ ................................ .................. 7
Alterna Biocarbon is a biocarbon manfacturer which owns and produces five main products: energy pellets,
bioenergy, activated biocarbon, mercury capture and biochar. Alterna does not mention any particular product. Rather, it presents information about biorefining technologies
as a way to educate consumers about the importance of saving energy and protecting environment by using
15 Phan Ke Binh T. +84(0) 8 2240 5890Ward Dakao District 1. F. +84 0 8 3822 4507
AvelloWebsite: www.avellobioenergy.com
Avello Bioenergy employ both advertising and PR to advertise its products to consumers. There are four main
products: bioasphalt, biofuel oil, biochar, and chemical feedstock.The website presents and explains clearly functions and competitive advantages of using the products.
15 Phan Ke Binh T. +84(0) 8 2240 5890Ward Dakao District 1. F. +84 0 8 3822 4507
Biochar ProductsWebsite: www.biochar-products.com
Biochar Products promises to bring the best way to protect the environment and save money without any
substantial modification of existing motor vehicles, furnaces and other energyInstead of advertising products to consumers, the advertisers clearly provide information about the productand its benefits, so consumers can easily acknowledge the importance of the products and want to purchase
them.
KEY FINDINGS
- Different from Vina Biofuels, competitors have few types of biofuel products.In fact, they mainly sell
biofuel products from sawdust, rice hust and coconut. ³Biochar´ and biofuel products from wood havenot been produced and sold by these domestic companies. Therefore, biochar and charcoal wood
produced by Vina Biofuels seem to be competitive and distinctive in current national marketplace.
- The waydomestic companies advertise products on the Internet are quite boring and it does not attractthe attention of target audience. The homepages of these companiesprovide only brief information
about biofuel productswithout any other key selling point (quality, price, reliability, etc.)
- Furthermore, their websites are not credible and compelling sources for consumers to search for information about biofuel products. For any other information, the User is forced to contact the
companies directly, without any basis for purchasing considerations.- Foreign biofuels companies try to educate consumers about the importance of using biofuels in savingmoney and protecting environment, rather than directly advertising the products to consumers.
- Vietnamese Users are still new to renewable energy. Thus, advertisers must communicate wellin
order to change Users¶ perception and behavior towards using biofuel products. This should be donethrough content focused on product application explained in simple layman¶s terms and closelysupported by personal and environmental benefits.
Product differentiation:Vina has various biofuel products that meet different demands by different types of Users:
1. Households and restaurants that want to use cheap and environmentally friendly fuel products to cook.
2. Manufacturing who are a lready using biofuels.
3. Manufacturing who want to reduce expenses of using coal but are new to using renewable energy.
Service differentiation:The products possibly have the same feature and specifications with others sold by other companies, but
services delivered by Vina make it stand out from its competitors- The products can be p roduced and distributed in large amounts at in competitive prices, that meet the
demands by large industrial customers,
- Proficient in managing, collecting good materials from suppliersand distributing products,
- High qua lity facility and qualified human resources.
Competitor Positions (based on their web content)X = Sales FocusedY= Information Focused