Marketing Plan
Analysis
INTRODUCTION
Viet Nam has been developing at a very steady speed for the past few years, which leads to higher standard of living and rising household income. People are more aware of health issue, especially women. For them, one of the most inconvenient periods of time of their life is the time when they get menstruation. Acknowledging the high demand of sanitary napkin, Diana JSC has launched their product since 1999 and become very successful in making Diana one of the most popular brands in all over Viet Nam.
In this plan, our group focuses on Diana 4 teen, one of the main products of Diana because we are impressed by the high quality and brand awareness of the product. Also, the company has good reputation and rapid growth in profit. Their products are continuously applied the most advanced technology to improve the convenience for the customers. Although in South Viet Nam, Kotex is still leading the market of sanitary napkin, we hope this marketing plan will provide strategies for Diana to surpass Kotex and make them become the leader of the domestic tissue and hygienic industry in Viet Nam.
SITUATION ANALYSIS 1. Company Description
Diana JSC was established in 1997 as a local private company specializing in products within tissue and hygiene. With more than ten years of experience in operating in Vietnam, Diana is one of the most successful domestic tissue and hygiene manufacturers in the country and has the ability to compete with international manufacturers, such as Kimberly-Clark and Procter & Gamble.
The core business of Diana is producing Diana brand sanitary protection, Bobby Fresh brand nappies/diapers/pants, All Care and Bobby brand wipes, and Caryn brand incontinence products. The company possesses a diversified product portfolio to meet the different needs and demands of various consumer segments. The company concentrates on developing two main product categories, namely sanitary protection and nappies/diapers/pants. At
INTRODUCTION
Viet Nam has been developing at a very steady speed for the past few years, which leads to higher standard of living and rising household income. People are more aware of health issue, especially women. For them, one of the most inconvenient periods of time of their life is the time when they get menstruation. Acknowledging the high demand of sanitary napkin, Diana JSC has launched their product since 1999 and become very successful in making Diana one of the most popular brands in all over Viet Nam.
In this plan, our group focuses on Diana 4 teen, one of the main products of Diana because we are impressed by the high quality and brand awareness of the product. Also, the company has good reputation and rapid growth in profit. Their products are continuously applied the most advanced technology to improve the convenience for the customers. Although in South Viet Nam, Kotex is still leading the market of sanitary napkin, we hope this marketing plan will provide strategies for Diana to surpass Kotex and make them become the leader of the domestic tissue and hygienic industry in Viet Nam.
SITUATION ANALYSIS 1. Company Description
Diana JSC was established in 1997 as a local private company specializing in products within tissue and hygiene. With more than ten years of experience in operating in Vietnam, Diana is one of the most successful domestic tissue and hygiene manufacturers in the country and has the ability to compete with international manufacturers, such as Kimberly-Clark and Procter & Gamble.
The core business of Diana is producing Diana brand sanitary protection, Bobby Fresh brand nappies/diapers/pants, All Care and Bobby brand wipes, and Caryn brand incontinence products. The company possesses a diversified product portfolio to meet the different needs and demands of various consumer segments. The company concentrates on developing two main product categories, namely sanitary protection and nappies/diapers/pants. At