This document provides a marketing plan for Comax in Vietnam from 2007-2009. It includes information on the company leadership, goals to establish brands and partnerships. It outlines segmentation of home and office computer/printer users and targeting of students, workers. It presents positioning of original, Comax, and competitor products. It details the product lines to be supplied, including inks, toners, papers, printers. It establishes a standard pricing structure and rebate policies. It shows the supply chain from Comax to dealers to users. It proposes advertising and promotional strategies like websites, point of sale displays, and exhibitions.

1. Project: Comax Marketing Plan In Vietnam
Period: 2007 - 2009
C.E.O: Duephen Sinothok
Marketing Manager: Tien Pham Duy
Website: www.comax.co.th
Blog: http://tienmarketingonline.blogspot.com

2. Leading No.1 for printing inks
supply completely all printing
system in Vietnam.
Total Solution leader for Wide
Format Printing Machine and
advertisement accessories in
Vietnam.

3. Establish COMAX + Free jet brand as the wellreputation printing ink’s brand in Vietnam.
Create and seek for the reliable business
partnership purpose to expand business in the next
future.
Administration Power Control Management
System for the highest potential of working’s
result.
Developing product and services that meet or
beyond customer’s expectation.

4. Segmentation: Computer and printer’s user
(home + office)
Targeting:
1. Home user section: student, college
student, working man using the personal
computer and printer
2. Cooperate user section: Government and
private business company using the
printer in organization

5. Position
HIGH IMAGE
LOW PRICE
HIGH PRICE
LOW IMAGE
ORIGINAL
COMAX
Free Jet
KORIA PRODUCT
CHINA PRODUCT

6. POSITIONING
Original Product Premium Image and High cost of
product
Comax Product Premium Image and Lower than the
cost of original
Free Jet Product Premium Image and Lower than the
cost of Comax
Korea Product Bad Image because unable to do the
marketing but price similar near the COMAX
China Product Bad Image because unable to do the
marketing but lower price similar near the Free Jet

7. Supply for personal printer.
Supply & Media for wide format printer.
Wide format machine.
Display accessories.

8. Ink Cartridge
Ink Refill Kit
Bulk Ink
CISS

9. Toner Cartridge
Ribbon
Toner Refill
Fax Film

10. For Ink Jet Paper
For Laser Paper

11. INK
MEDIA

12. Indoor Printer
Cutting Plotter
Outdoor Printer
Laminator

14. Standard Price Structure Control
Retail price shown on the box of product
One policy standard dealer price
Master dealer price must lower than dealer price and
united as the one policy standard price
Cash rebate discount shown on the price list and differ
to the type of product
Rebate for dealer be the same condition of all region in
Vietnam for example;
▪ Purchase 1,200 USD/ Discount 3%
▪ Purchase 2,000 USD/Discount 5%

15. COMAX Supply
for personal printer
COMAX Wide Format
Product
Dealer
Computer Shop
Stationery Shop
Production House
User

16. Advertising

17. PROMOTION MIX STRATEGY

18. Hard Sale

22. Advertise In www.comax.co.th
Point Of Sale (POS)
Give Free Product Sample
To Join and IT Exhibition
CRM System
THANKS FOR WATCHING!
http://tienmarketingonline.blogspot.com