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Trương Trung Nghĩa Định giá và phân biệt giá

Kinh tế quản lý - Định giá và phân biệt giá tại Công ty Viglacera Tiên Sơn

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Trương Trung Nghĩa Định giá và phân biệt giá

  1. 1. Economic Management Class: GaMBA01. X0510-Group 3 Topic : Defining prices for the Company’s products and distinguish the price that Company applied Group 3 : 1. TRƯƠNG TRUNG NGHĨA 2. VŨ THANH NHUNG 3. NGUYỄN HỮU HOÀNG 4. LÊ THỊ HOÀI THU 5. NGUYỄN VIỆT HƯNG 6. ĐINH KẾ ĐỨC 7. NGUYỄN THÀNH LÝ 8. NGUYỄN PHƯƠNG NAM 9. ĐẶNG MINH TÂM
  2. 2. Contents <ul><li>PURPOSE OF PRODUCT PRICING AND SOME METHODS OF PRODUCT PRICING. </li></ul><ul><li>PRODUCT PRICING METHOD OF TIEN SON VIGLACERA JSC </li></ul><ul><li>- General Introduction about Tien son Viglacera JSC </li></ul><ul><li>- The factors that impact product prices . </li></ul><ul><li>- Pricing for K612 product . </li></ul><ul><li>- Price discrimination </li></ul><ul><li>3. CONCLUSION </li></ul>
  3. 3. PURPOSE OF PRODUCT PRICING AND SOME METHODS OF PRODUCT PRICING . 1. PURPOSE OF PRODUCT PRICING The most basic purpose of pricing is to determine target rate of pfofit. Pricing also aims to other three targets: - First, to gain target market share. - Second, to stable output and price - Third, purpose is consistent with reply or comply with competition. 2. SOME METHODS OF PRODUCT PRICING . - Pricing by a market trend. - Pricing on expenditure.
  4. 4. PRODUCT PRICING OF TIEN SON VIGLACERA JSC <ul><li>General introductions </li></ul><ul><li>The factors that impact product prices </li></ul><ul><li>Pricing for K612 product of Tien Son Viglacera JSC </li></ul>
  5. 5. General introduction <ul><li>Tien Son Viglacera is the Join Stock Company, is doing business in producing granite flooring tile. </li></ul><ul><li>Company advocate to continually introduce distinctive products and reasonable pricing policy. </li></ul><ul><li>Exercise range give pricing for K612 product . </li></ul>
  6. 6. Factors affecting product price of the company <ul><li>Constitutive expenditure of price. </li></ul><ul><li>Marketing and sales target. </li></ul><ul><li>Unit price decision. </li></ul><ul><li>Impact of market and external factors. </li></ul>
  7. 7. Constitutive expenditure of price <ul><li>Provide the basis for pricing of product, including fixed cost and variable costs </li></ul><ul><li>Fixed cost: </li></ul><ul><ul><li>Direct production cost </li></ul></ul><ul><ul><li>General production cost </li></ul></ul><ul><ul><li>Business management cost </li></ul></ul><ul><ul><li>Selling cost </li></ul></ul><ul><ul><li>Financial costs </li></ul></ul><ul><li>Variable costs: </li></ul><ul><ul><li>Cost of direct material. </li></ul></ul><ul><ul><li>Salary cost for all officials and employees. </li></ul></ul>
  8. 8. Marketing and sales target <ul><li>Maximize sales (The maximum consumption of products made in the period) as MR>MC. </li></ul><ul><li>Maximize sales for new products MR=MC. </li></ul><ul><li>Affirm products level. </li></ul><ul><li>Broadcast trade mark and expand market share. </li></ul>
  9. 9. Pring part and pricing method <ul><li>Company leaders who decide the price. </li></ul><ul><li>Sale Department offers price range on the basis of Company leaders’ policy and price target. </li></ul><ul><li>Pricing at cost plus – Plus an amount or percentage of the cost of products </li></ul><ul><li>Plus percentage depending on specific customer group. </li></ul><ul><li>Price = (Total cost/a product unit)*(1+profit rate)-K; K is applied to big agents have high sales, may be discounts or promotions and price discrimination. </li></ul>
  10. 10. Product description <ul><li>Product image </li></ul><ul><li>Is new product line: </li></ul><ul><ul><li>high quality, high value </li></ul></ul><ul><ul><li>Appreciated by the market with natural vein, bright colors. </li></ul></ul><ul><ul><li>Outstanding durability, shine,... </li></ul></ul>Product name : Fine grained product Product code : K612 Size : 12x600x600(cm )
  11. 11. Cost of a product unit
  12. 12. Other affected factors <ul><ul><li>Demand curve: The price is inelastic because the product is new and high quality, customers are those with high incomes </li></ul></ul><ul><ul><li>Competition: Import from China; Companies as Dong Tam, Taicera have not produced yet and mainly exported; Alternative product: natural wood, stone with high price; low-qulity ceramic tiles are not affected much. </li></ul></ul><ul><ul><li>Market: Advantage of scale and experience, market leader of K612 product. Market accepted and appreciated products. Product needs are tended to rise. </li></ul></ul>
  13. 13. Grouping customers <ul><li>North: Main market, lower transport cost, products are suitable to taste, difficult to join the industry, substitutes for less. </li></ul><ul><li>Middle, South: higher transport cost, many advanced construction, many substitutes, easy to join the industry. </li></ul><ul><li>Construction: suitable to taste, high after sales costs, inelastic demand on price </li></ul><ul><li>export: Unsuitable to taste, many substitutes, to join the industry easily, strongly elastic demand on price. </li></ul>
  14. 14. The sum pricing K612 product Price = C x (1+ %r) – K (đồng/m2 ). K :depends on sales/agents plan, may be discountance, promotion or price discrimination No Region Cost Z (đồng/m2) Profit factor %r Discount agents K Price (đồng/m2) Sale target 1 North 123.286 30 K 160.272-K Maximize profit 2 Construction 123.286 35 K 166.436-K Maximize profit 3 Middle 123.286 10 K 135.615-K Expand market share 4 South 123.286 10 K 135.615-K Expand market share 5 Export 123.286 5 K 129.450-K Maximize sales, foreign currency to import raw materials and fuels
  15. 15. K Factor <ul><li>K factor consist of 2 parts: </li></ul><ul><li>Discount, promote when exceed sales allotment . </li></ul><ul><li>Price discrimination. </li></ul>No Exceeded sale levels/Plan (%) Discount or promote after converting K (đồng/M2) 1 Từ 1-5% 500 2 Từ 5-10% 1000 3 Từ 10-20% 1500 4 Trên 20% 2000
  16. 16. Price discrimination product Granite tiles of Tien son Viglacera Join Stock Company Price = C x (1+ %r) – K (A K value is to disciminate price) Level 1 pricing discrimination . Negotiate a price for per agent to gain max profit. Level 2 pricing discrimination . Different pricing for different orders especially large cargo. Usually applied at the time of Tet and in rainy season when selling slowly.
  17. 17. Price discrimination product Granite tiles of Tien son Viglacera Join Stock Company Level 3 pricing discrimination . Pricing discrimination on regions, for each region a different price with enough geographic distance (including export) not to sell to each other’s markets, each region has a different sale target. pricing discrimination to time . When making new distinct products on the market, can sell with high price until the product saturated.
  18. 18. Kết luận <ul><li>Tien son Viglacera Join Stock Company apply method of determining cost plus percentage of profits. In addition, associating with internal and external effected factors, company make the optimal price. </li></ul><ul><li>With the prcing and price discrimination, Tien son Viglacera JSC developed rapidly from 3 millions m2/year to 6 millions m2/year now, profit is 45 million/500 million of sales accounted for 30% of consumption in Viet nam and company has oriented development in 2015 be 15 million m2/ year accounted 50% of Granite consumption in Viet nam. </li></ul><ul><li>That is remarkable success of pricing policy, mechanism of price discrimination based on impact factors and reasonable caculation elements of cost profit rate and customer privilege mechalism, increase sales, maximize profit, develop market and trade mark of Tien son Viglacera JSC </li></ul>
  19. 19. Thankyou please! Good luck to you!