Vina Energy's Competitors

8/7/2019 Vina Energy's Competitors

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Vie Office*

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.

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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

INTERNATIONAL COMPETITORS................................................................ ................................................................ 8 Alterna Biocarbon, Canada................................ ................................ ................................ ................................ .. 8 Avello ................................ ................................ ................................ ................................ ................................ ....... 9 Biochar Products................................ ................................ ................................ ................................ ................. 10

KEY FINDINGS................................................................ ................................................................ .................... 10



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DOMESTIC COMPETITORS

Tan Phat Co, LtdWebsite: http://www.saigonwoodpellets.com/The main product of the company is wood pellets.

- Advertisers emphasize the high quality of the product by showinga certificate, which is provided byinternational test center SGS in Hanoi

- Have different advertorials about benefits of the product, protecting environment particularly.



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Van Xuan JSCWebsite: http://divivu.com

Its main product is biomass briquette

- Lack of information about the product and its benefits cannot attract the attention of consumers

- Consumers can buy the product via the website



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Cong nghe Moi Truong Toan My Co.Website: http://congngheloc.com.vn

The company sells products regarding to water filtering, coconut charcoal particularly.

- Introduction of product specifications and features of the productonly.

- Do not mention competitive advan tages of the product nor the company



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Cong Nghe Sinh Phu JSCWebsite: http://www.sinhphu.com.vn/

The company specializes in producing environmentally friendly products such as water filtering system, and

biomass charcoal.

- The website presents briefly about competitive advantages of the product and its usage.



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Minh Hung GroupWebsite: http://www.minhhung.vn

Minh Hung Group sells different product such as food,animals¶ food, products regarding to rice husk

- Advertisers just mention the name of the product without any specific information



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INTERNATIONAL COMPETITORS

Alterna Biocarbon, CanadaWebsite: http://alternabiocarbon.com

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

Alterna¶s products.



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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.



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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.

Vina Biofuels Differentiation



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15 Phan Ke Binh T +84(0) 8 2240 5890

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

Avello

Alterna

Biochar Products

Tan Phat

Van XuanMinh Hung Group

Nang Luong Tai

Tao Mien Nam

Sinh Phu

Sales

Information Focused

Vina Energy's Competitors

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