ieu diana chuan2 (1)
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A. Phn m u
L do chn tiTrong nhng nm gn y, do s cnh tranh trn th trng ngy cng gay
gt, nhn thc ca ngi tiu dng v doanh nghip v thng hiu c
nng cao nn thng hiu tr thnh vn cp bch cn thc hin trong cc
doanh nghip v c c x hi quan tm.
Ngy nay, thng hiu khng ch cn l tn gi ca doanh nghip, l cc
du hiu nhn bit hng ho, l cm nhn ca ngi tiu dng m cn l li
th cnh tranh sc bn trn th trng l li th cnh tranh bn vng.
Nhiu doanh nghip nhn thc c tm quan trng ca thng hiu
nhng vn cha c chin lc pht trin ph hp nn hiu qu ca vic
xy dng v pht trin thng hiu cha cao.
Tuy nhin bn cnh cng c mt s thng hiu c v tr vng mnh trn
th trng Vit Nam v c s quan tm ca quc t, l thng hiu
bng v sinh v t giy Diana. Vy Diana c nhng c im v chin lc
xy dng thng hiu nh th no, km theo l kt qu thu c ra saoem s trnh bi ngay di y.
Cch thc nghin cuNghin cu cng ty Diana
Nghin cu cch xy dng thng hiu Diana qua cc hot ng qung co,
quan h cng chng cng nh cc hot ng x hi khcNghin cu kt qu thu c trong qu trnh xy dng thng hiu Diana
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Phm vi nghin cuDiana c nhiu sn phm nh Bng v sinh Diana; t giy tr em Bobby,
khn t Care, t giy ngi ln Caryn nhng ngi thc hin ti ch tp
trung nghin cu cch Diana xy dng thng hiu bng v sinh Diana vthy cch xy dng thng hiu ny n tng v thu c hiu qu cao.
B. Ni dung
I. Gii thiu Diana
Gii thiu chung v cng ty Diana
Cng ty Diana l cng ty hng u trong lnh vc sn xut cc sn phm
chm sc ph n v tr em ti Vit Nam - chuyn sn xut cc mt hng t
giy v bt giy nh BVS Diana, t giy cho tr em Bobby, t giy cho
ngi ln Caryn & khn giy t Care.
Vi phng chm "a tin b ca th gii n vi ph n Vit Nam",
ngay t khi c mt ti Vit Nam, Diana lun i u trong vic p dng
nhng cng ngh mi nht trong lnh vc ny vo sn xut trong nc, to
ra nhng sn phm c cht lng cao nht vi mc gi ph hp vi ngi
tiu dng Vit Nam. Cng ngh sn xut Bng v sinh v T tr em ca
Diana l dy chuyn hin i bc nht hin nay ti Italy v Vit Nam.
T nm 1999 cho n nay sn phm Diana lun c bnh chn l hng Vit
Nam cht lng cao. Diana l cng ty sn xut BVS u tin v duy nht ti
Vit Nam c cp chng ch quc t ISO 9001:2000 (do t chc SGS-
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Vng quc Anh cp) v l sn phm u tin v duy nht c Hi sn ph
khoa khuyn dng. Cho n nay, th phn ca Cng ty trn th trng Bng
v sinh v t tr em c mc tng trung bnh 30% nm. Sn phm t ngi
ln Caryn mi ra i t nm 2008 ngay lp tc chim lnh th trng. Hthng phn phi ca cng ty c t trn 61 tnh thnh ph trong c nc
i ng nhn vin nng ng v nhiu kinh nghim. Sn phm bng v sinh
Diana v t giy Bobby cng c mt trn th trng Quc t nh Thi
Lan, Malaysia, Philipin, Campuchia...
L mt cng ty lun quan tm n s pht trin v thnh vng chung ca
cng ng, Diana lun c nhng ng gp tch cc trong cc hot ng x
hi nh cc hot ng t thin ng h ng bo l lt, tr em tn tt..., cc
hot ng ti tr khuyn khch cc c nhn, tp th c thnh tch tt c bit
l v s pht trin ca ph n, h tr to iu kin cho cc c nhn c hon
cnh kh khn vn ln. Diana s mi mi l ngi bn tin cy vi ngi
tiu dng v l mt nhn t ng gp tch cc cho s thnh vng ca nn
kinh t t nc.
c im kinh t x hi nh hng n sn xut kinh doanh ca cng ty
2.1 c im sn phm
Cng ty Diana c thnh lp vo nm 1997 ti Vit Nam. Nhng sn phm
u tin c a ra th trng vo thng 11 cng nm. Cc mc pht
trin ca Diana c nh du bng s ra i cc sn phm c p dng
cng ngh mi.
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Nm 1997 c p dng ngay cng ngh p chn khng vo sn xut
nhng gi BVS Diana u tin ti Vit Nam.
Thng 6 nm 1998, cng ty Diana a ra th trng sn phm Diana
Night dng cho ban m, chm sc tt hn nhu cu ca ngi tiu dng, vl loi sn phm dng cho m u tin v duy nht trn th trng Vit
Nam vo thi im .
Gia nm 2000 ph n Vit Nam tht s ngc nhin bi cng ngh Lp
thm thng minh c ng dng vo BVS Diana. S ci tin ny nhen
nhm cho xu hng s dng BVS siu thm sau ny. V thm mt ln na
Diana vn l sn phm c mi tng lp ph n Vit Nam tin dng bi s
hu dng hp vi nhu cu ngy cng i hi cao ca ngi tiu dng n.
T gia thng 7 nm 2001, cng ty tip tc tung ra mt loi sn phm th h
mi mang tn Diana Siu Thm. Sn phm ny p ng tiu chun quc t
nhng gi c rt hp l v ph hp vi ti tin ph n Vit Nam ( v c
sn xut ti Vit Nam nn khng mt chi ph thu nhp khu).
Nm 2002, 2003 nh du mt tin b vt bc ca cng ty trong vic p
dng k thut cng ngh mi vo sn xut bng vic cho ra i sn phm
BVS siu mng Diana M v Diana M Daily, Diana Soft v Diana Soft rt
mng.
BVS Diana Mama u tin c a ra th trng vo thng 10 nm
2003. y l sn phm BVS duy nht trn th trng Vit Nam dnh cho ccb m sau khi sinh. Sn phm ny cho n nay c cc b m tr nh gi
l sn phm mang li s yn tm v thoi mi khi dng.
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cn phi quan tm n c ba vng min nhng ch trng nht l pha Nam
( v y l vng c nn kinh t pht trin hn, dn c ng c hn).
2.3. c im ca khch hngDiana ph v v p ng nhu cu tt c khch hng ca mnh, t kh tnh
nht n khch hng d tnh bng cch sn xut cc sn phm ph hp vi
tng nhm khch hng: Sn phm bng v sinh Diana 4 Teen ( t 14 n 22
tui), bng v sinh Diana siu thm; Diana M, Diana Soft, Diana Libera,
Diana Night dnh cho mi khch hng; Diana Mama dnh cho ph n sau
khi sinh.Diana xy dng thng ip truyn thng l hnh nh ngi ph n hin i
nhng vn gi nhng nt truyn thng ca ngi cn gi ng: du dng,
b nng thi Diana cn xut khu cc sn phm ca mnh sang th
trng ng Nam ( Thi Lan, Mianma, Philipin, Campuchia). Chnh vic
xy dng thng ip nh vy gn gi vi ngi ph n ng hn, do
nhn c nhiu tnh cm t pha khch hng ca mnh hn.Vy khch hng
ca Diana ngy cng a dng v ng o.
i th cnh tranhHin nay trn th trng i th cnh tranh ca Diana l Kotex, ngoi ra cn
cc i th khc nh Laurier, Whisper, ng Nhng i th cnh tranh
ln nht ca Diana l Kotex.
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Vi nt v Kotex
Kotex l sn phm ca cng ty TNHH Kimberly Clack Vit Nam vi hng
lot cc sn phm a dng v ang dnh git tng khch hng vi Diana c
v kiu dng mu m v cht lng.Kotex xy dng hnh nh thng hiu ca mnh sm hn Diana v a dng
hn. Bn cnh thng ip dnh cho ngi ph n truyn thng, Kotex ch
trng thng ip ngi con gi c tnh, hin i v c cht khc bit. Chnh
s a dng ca Kotex li l bc tng cao yu cu Diana phi n lc vt
qua.
Cc chin dch truyn thng ca Kotex
Thng ip:
T tin l chnh mnh ( 2006 2009)
Ti t tin. Ti hiu. Ti chia s (2009 2010)
TVC qung co truyn hnh:
Qung co T tin l chnh ti gy n tng mng vi hnh nh nhng c gi
ht sc c tnh, t tin, cho thy con gi c th lm nhng vic c cho l bt
thng, khc thng.
Hnh nh c gi vi n ci ti tn, mc b cng nhn mu cam trong
garage sa xe t ca Kotex c Tp ch Marketing bnh chn l mt
trong nhng nh qung co n tng
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Bi ht
T tin l chnh ti(Ca s nhc s Phng Uyn sng tc)
Ni dung bi ht: gn lin vi thng ip ca chin dch, ph hp vi th hiu
khch hng mc tiu.
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Cuc thi
Bc nhy xtin: gy c ting vang trong gii tr, bi giai on 2006
2009, tro lu nhy AUDITION ang rt c a chung.
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Chinh phc th thch Pro: t chc rng ri ti cc trng i hc.
Hot ng cng ng
Chin dch 270gram" - Hnh trnh chinh phc "mt na" ca con gi hin
i.
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Chin dch ng hnh cng c gi Origami Ti t tin. Ti hiu. Ti chia
s.
Nhn xt giai on 2006 2008, Kotex ginh u th vt tri vi cc chin dch
qung co v hot ng cng ng ca mnh. Cc hot ng ny gy c
ting vang ln v thu ht s yu mn ca khch hng. ng thi Kotex cng
to dng cho thng hiu ca mnh mt tnh cch mi: khc bit nhng
hon ho. iu ny ph hp vi tm l, tnh cm ca ph n hin i v
nht l vi nhng ph n c tnh.
Cc chin dch ca Kotex c t chc vi quy m ln, thu ht ng o s
tham gia ca khch hng tr. c bit cuc thi Bc nhy X teen cn thu
ht s tham gia ca nam gii.
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Chin dch 270gr trc thuc Girlspace, mt chuyn trang v gio dc gii
tnh hng u Vit Nam dnh cho cc bn gi tr. C chin dch ny v chin
dch c gi Origami vi i s Linh Nga u c v im hi lng ting bi aphn c thc hin online v cc event nh.
Tuy nhin Kotex ( thng hiu ngoi) vn l i th nng k ca Diana
( thng hiu ni) v Kotex bt tay vo xy dng thng hiu trc Diana
nn c nhiu li th hn. iu ny i hi Diana phi n lc hn na c
bc tin xa hn Kotex.
II. Cch xy dng thng hiu DianaDiana xy dng thng hiu ca mnh trong thi gian cha di (t nm
2008). T khi sn phm ra i, Diana khng ch trng nhiu vo cc hnh
thc Pr, qung co m ch ch n cht lng sn phm cng nh cch
thc phn phi. Nm 2008Diana mi bt u tp trung voxy dng qung
co v quan h cng chng mt cch mnh m. Khi u cho chin dch di
ny l TVC qung co L con gi tht tuyt n tng v cun ht. Tip
theo l mt lot cc chng trnh thu ht c gi nh cc cuc thi thu m
ca khc L con gi tht tuyt, cuc thi khonh khc nh
1. Thc trng h thng nhn din thng hiu Diana
Logo
Cty Diana cng b thay i biu tng logo v bao b mi nhm ph
hp vi sn phm ngy mt nng cao v cht lng v hnh thc theo
p ng nhu cu ca gii tr v ph n hin nay. Mu hng v mu
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xanh (thay cho mu nu trc y) l mu ch o c thit k
theo hnh ovan cng vi dng ch Diana un ln mm mi. Tng gi
tr u t trn 60.000USD.
Logo trc y ca Diana
Logo mi tr gi trn 60 000 USD
Logo mi ca Diana gy c nhiu thin cm ca khch hng hn vmang gi tr ngh thut cao hn Logo c. S thay i Logo l bc
tin u tin trong qu trnh xy dng thng hiu ca nhn hng ny.
Slogan
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Slogan (hay cn gi l khu hiu) thng ng vai tr tm tt s mnh
ca sn phm trong vi t c ng v khc vo tm tr khch hng mt
nim n gin v sn phm. Chnh v th, nhng slogan tt thng
d c thuc lng, ngha l n phi ngn gn, d nh, d thuc.V Diana nh v gn nh l sn phm duy nht dnh cho cc bn
gi vi thng ip rt ng yu "Diana, l con gi tht tuyt". Nghe th
rt n gin nhng thng ip Diana gi n cc bn gi mi tht ng
trn trng! Khi phi ni, cc bn gi u cm nhn c, mnh l mt
trong nhng "l con gi tht tuyt" y.
: Diana l con gi tht tuyt : to n tng tt, to cm gic con gi
c chm sc chu o, c tn vinh v c l ch.
Slogan c th hin tinh t v c dng . Dng ch Diana l
con giTht tuyt c chy trn TVC, ch Dianav Tht tuyt c biu t r v to hn ch l con gi va tn
vinh con gi, va nhn mnh sn phm Diana tht tuytS lin tng gia thng ip qung co v sn phm: Xuyn sut qung
co l s thng nht gia hnh nh, m thanh, mu sc, ngn ng cho
ta cm gic nh nhng, m i, bng bnh, gip cng chng lin tng
n cc tnh nng ca sn phm Diana.
Nh sn xut khng ni nhiu n cht lng sn phm ( Diana thnh
thng hiu c khng nh trn th trng) m ni nhiu n th gii
con gi => nh vo tm l khch hng, to cho khch hng cm gic
c nng niu, bao bc, c tn vinh => p ng cc bc trong thp
nhu cu ca Maslow: an ton, c tn trng, c th hin mnh.
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Mu sc c trng ca Diana
T nm 2005, Diana u t khong 60 000USD thay i bao
b, mu sc sn phm cng nh Logo sn phm. Thay cho mu
nu m m v gi trc y, Diana chuyn sang dng tngmu trng hng- hng phn v mu xanh cho sn phm ca mnh.
S thay i mu m, mu sc sn phm ny to cho Diana mt sc
sng mi cng nh tnh yu mi ca khch hng. Gam mu hng
nh nhng n tnh cng gam mu xanh tr trung nhn c
trn vn tnh cm ca ph n v mang li thnh cng ln cho
Diana.
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2. Nhng yu t xy dng pht trin thng hiu
Knh phn phi
Diana c mng li phn phi rng khp trn ton quc. T ccsiu th ln n cc i l nh u c s gp mt ca Diana. c
bit Diana cn i tin phong trong lnh vc bn hng t ng.
Diana mun gp phn mang li s tin ch ti a cho khch hng ca
mnh thng qua mt knh phn phi mi - h thng bn hng t ng,
Diana v ang lp t mt lot my bn bng v sinh (BVS) t ng
ti mt s tnh thnh trn c nc.
Cc my bn hng t ng ca Diana c nh sn xut ci t ch
ch nhn loi tin xu 2.000 ng. Vi s tin ny, ngi s dng s nhn
c mt gi Diana xinh xn gm mt bng v sinh Diana Siu thm
mng c cnh v mt ming Diana Daily dng hng ngy. My bn BVS
t ng Diana hin c lp t hu ht cc trng ph thng phc
v cc n sinh.Vi vic s dng knh phn phi thng minh nh vy, bn cnh nhng
thun li nh to du n tt trong tm tr ngi tiu dng, nng cao
thng hiu sn phm; Diana cn gp khng t nhng kh khn trong
bc u nh: vic xy dng my bn BVS t ng gp kh khn trong
vic qun l v bo v, mt s a im khng bn c nhiu BVS.
Nhng Diana xc nh bc u ca vic thc hin chin dch nyDiana s chu l ( v my bn BVS t ng phi nhp khu t nc
ngoi), nhng b li Diana cng ngy cng khng nh v th ca mnh
trn th trng Vit Nam.
Cc chng trnh do Diana pht ng
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Qu: Qu gii thng ph n Vit Nam: y l gii thng thng
nin c trao tng cho cc c nhn, tp th ph n tiu biu, ti nng.
Gii thng Ph n VIt Nam hin l mt trong nhng gii thng ln
nht dnh cho ph n ti Vit Nam nhm khuyn khch v pht huyhn na tim nng sng to ca h trong qu trnh pht trin t nc.
L trao gii thng Ph n Vit Nam do Diana ti tr
Hnh trnh 1 triu ch k cng khng nh L con gi, tht tuyt! thuht bi cc event rm r v s xut hin ca hng lot ngi sao ln nh:
Tng Thanh H, ng Nhi, Mai Phng Thy, Lu Hng Giang...
Hnh trnh ny c pht ng vo dp 8/3 nm 2009 c thc hin trn 7
thnh ph trong c nc l Hi Phng, H Ni, Nng, Nha Trang, c
Lc, Cn Th v TP HCM ; v nhng ch k u tin c thu thp ti Hi
Phng.
Thng ip ca Hnh trnh 1 triu ch k cng khng nh L con gi tht
tuyt: con gi khng phi l mt i trng ca phe my ru. H l mt
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thc th rt phc tp, cha ng nhiu iu kh lng v c l mt c gi
tht l tuyt vi.
Cc hnh nh ti Hnh trnh 1 triu ch k cng khng nh l con gi tht
tuyt:
Cnh cng dn n i l danh vng mang tn con gi
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Con gi cng nhau ng h chin dch 1 triu ch k khng nh L con
gi tht tuyt
Con gi cng k tn mnh trn nhng ngi sao
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m din Cm xc hoa hng
Kt qu thu c: Hnh trnh Mt triu ch k cng khng nh L congi, THT TUYT! ca Diana khp li sau hn ba thng i qua by tnh
thnh. Rt nhiu cc teen girls khp ni trn c nc c tham gia cc
hot ng ngha v nhng m nhc y mu sc dnh ring cho chnh
mnh. Hn mt triu c gi cng ho hng k khng nh L con gi,
THT TUYT! . Hnh trnh khp li, nhng cuc hnh trnh s c
th gii con gi tip tc bng chnh cuc sng a sc mu, kh lng v
tht tuyt ca mnh..
Qung co
Trn mng Internet:
Trn website: http://www.diana.com.vn
Website Diana hp dn vi y cc chuyn mc : Sn phm, Tin tc,
Gc con gi, TVC & Print Ad, Tuyn dng, Gii thiu V khi truy cp
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vo website ta c th bit y mi thng tin v sn phm cng nh
tnh nng u vit ca n.
c bit, chuyn mc Gc con gi rt hp dn vi cch t vn con gi
v lm p, cch ng x ( nhng hnh trang rt hu ch cho con gi trong
cuc sng ) v sc khe.
Trn cc trang bo mng in t, din n, l ni Diana t hnh
qung co. Cc hnh thc t qung co rt a dng: l hnh tnh vi hnh
nh v slogan ca Diana, hay hnh ng v khi click vo l link lin
kt vi website ca Diana ( dantri.com; zing.mp3 )
Bo in:
Hnh nh p, mu sc ti sng th hin r thng ip ca sn phm.
c gi rt d dng nhn ra trang qung co l sn phm ca Diana v
slogan: Diana l con gi tht tuyt
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Truyn hnh: TVC qung co
Cc TVC qung co lun thu ht ngi xem v mu sc p, m thanh
nh nhng du dng v din vin p, din giu cm xc
nh gi chung cc qung co ca Diana
Cc hot ng quan h cng chng
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Diana thu 2 chic mui trn cng cc PG xinh p ln quanh thnh ph
(HCM), qu tng BVS cng nhiu hn v tn sut tng dy c hn.
Diana lun t cht lng sn phm ln v tr hng u v t ch trng
n cc hnh thc Pr cho sn phm. Tuy nhin nhn dp 8/3 nm 2010,
Diana t chc chin dch Diana l con gi tht tuyt . Chin dch ny
gy bt ng ln vi cng chng, c bit l phi n.
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- Diana cho pht sng TVC qung co cho chin dch Diana l con
gi tht tuyt trn truyn hnh . ng thi ca khc L con gi tht
tuyt do L Ct Trng L sng tc v th hin c rt nhiu ngi yuthch, gy n tng mnh vi khch hng.
Ngoi ra Diana vn tip tc cho qung co trn bo in, mng internet
chin dch ny.
Dianas dng bi ht L con gi tht tuyt lm cng c lan ta thng
ip v xy dng nn n 4 phin bn: vui ti (L Ct Trng L), nh
nhnh kiu k (Khi My), ngt ngo lng mn (Thi Trinh), mnh m
(the White Noise). Diana t ra thu o trong vic la chn nhng ci tn
th hin cc version khc nhau ca L con gi tht tuyt. Nhng Khi
My Thi Trinh u l nhng c gi tui teen ang c hm m bi
cng ng online v Diana rt am hiu khch hng ca mnh nn la
chn 2 ca s ny. The White Noisel mt ban nhc mi, cha ni, nhng
im c ca The White Noise chnh l 1 Rock Band hi t 4 c gi
mnh m v c tnh.
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L Ct Trng L
Khi My, Thi Trinh, the White Noise
Sau s thnh cng ca ca khc l con gi tht tuyt c th hin vi
4 phong cch, Diana tip tc t chc cuc thi : Diana Fans
Cover vi gii thng hp dn v ban gim kho chnh l ngi th
hin thnh cng ca khc l con gi tht tuyt thu ht rt nhiu ngitham gia. Thng ip ca cuc thi ny l t im thm sc mu cho th
gii con gi.
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Tip n, Diana t chc cuc thi nh Khonh khc l con gi tht
tuyt . Cuc thi nh ny Diana pht ng c rt nhiu cc bn tr
hng ng. Hng triu bc nh p c gi v cuc thi nh ny gip
Diana cng c v nng cao thng hiu ca mnh. ng thi qua y tathy cc chin dch ca Diana thc hin u t hiu qu cao v n ph
hp vi tm l khch hng.
Cc hot ng khuyn mi
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Hnh nh cc sn phm khuyn mi, tng km ca Diana
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Cc sn phm khuyn mi ca Diana rt a dng v hp dn. c bit cc
sn phm ti, v, dp x ngn tng km ny u mang mu sc c trng ca
thng hiu bng v sinh Diana ( my hng phn v mu xanh nc bin ).
Qua cho thy du hiu v mu sc nhn bit thng hiu Diana.
3. nh gi chung v thng hiu v hot ng pht trin thng
hiu Diana
3.1. Nhng im mnh
T nm 1999 cho n nay sn phm Diana lun c bnh chn l hng
Vit Nam cht lng cao. Diana l cng ty sn xut Bng v sinh u tin
v duy nht ti Vit Nam c cp chng ch quc t ISO 9001:2000 (Do
t chc SGS-Vng quc Anh cp) v l sn phm u tin v duy nht
c Hi sn ph khoa khuyn dng.
Th phn ca Diana trn th trng Bng v sinh Vit Nam l khong
30%. H thng phn phi ca cng ty c ph rng trn 61 tnh thnh
ph trong c nc. Sn phm bng v sinh Diana v t giy Bobby cng
c mt trn th trng Quc t nh Thi Lan, Malaysia, Philippin,Campuchia...
Thng ip L con gi tht tuyt ca Diana l mt trong nhng
yu t gp phn cho s thnh cng ca thng hiu Diana. Vi thng
ip ny to c du n mnh m trong lng khch hng.
Cc hot ng qung co v quan h cng chng cho chin dch
Diana L con gi tht tuyt din ra mnh m v si ni, thu ht s
quan tm ca gii con gi. Hot ng ny thi mt lung gi mi vo
hot ng khng nh thng hiu ti Vit Nam v khng nh s
pht trin mnh m ca thng hiu Vit.
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Chin dch truyn thng ca Diana lm p o i th cnh tranh
( Kotex). T y hnh nh thng hiu Diana dn dn r nt trong
tm tr khch hng.
3.2. Nhng hn chCng ty Diana ra i t kh sm ( nm 1997) nhng mi n nm
2008 Diana mi tp trung vo hot ng cy dng v pht trin
thng hiu. y l vic lm ht sc chm tr v to iu kin cho i
th cnh tranh ( Kotex) i trc mt bc trong hot ng xy dng
thng hiu.
Mt s chin dch din ra kh trm lng nh cuc thi Khonh khc
nh L con gi tht tuyt. Cuc thi ny ch din ra trn mng
Internet v khng thu ht c s tham gia ca ng o ngi tiu
dng.
C. Phn kt lunTri qua hn chc nm xy dng v pht trin, hin nay Diana c ch
ng vng mnh trong tm tr khch hng.
Hin nay Diana c nh gi l thng hiu Vit c v tr vng mnh trong
th trng thng hiu Vit Nam. y l du hiu ng mng cho thng
hiu Vit v dn khng nh c tn tui ca mnh trn chnh th trng
ca mnh v ang dn vn ra ngoi th gii.
Diana c c ch ng vng mnh nh ngy hm nay l nh vic xy
dng thng hiu tuy mun m chc v bit cch xy dng ng hng,
ng cch v ph hp vi tm l khch hng mc tiu.
Vy s c mt ca Diana hin nay lm rc r thm cho th trng thng
hiu vn thiu ch cho chnh thng hiu Vit ti chnh nc nh.
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Diana l thng hiu xng ng l nim t ho trn th trng Vit Nam bi
cch xy dng truyn thng tht ng n v cc bc i vng chc.
Ti liu tham khohttp://vietbao.vn/Vi-tinh-Vien-thong/May-ban-bang-ve-sinh-tu-dong-
Diana/45165369/226/
http://www.diana.com.vn/ProductDetail/581/137/297/bang-ve-sinh-
diana/diana-soft.aspx
http://blog.yume.vn/xem-buzz/chien-dich-marketing-va-quang-cao-cua-
kotex-vs-diana.caomuc.35A69873.html
http://sucsongviet.com.vn/article_d/c50-153/mot-thap-ky-thuong-hieu-viet
http://www.vnr500.com.vn/2011-05-04-cong-ty-co-phan-diana
http://tailieu.vn/xem-tai-lieu/chuong-8-chien-luoc-dinh-vi-va-xay-dung-
thuong-hieu.88334.html
http://www.doji.vn/Cong-ty-thanh-vien/Cong-ty-CP-Diana/tpc39.html
31
http://vietbao.vn/Vi-tinh-Vien-thong/May-ban-bang-ve-sinh-tu-dong-Diana/45165369/226/http://vietbao.vn/Vi-tinh-Vien-thong/May-ban-bang-ve-sinh-tu-dong-Diana/45165369/226/http://www.diana.com.vn/ProductDetail/581/137/297/bang-ve-sinh-diana/diana-soft.aspxhttp://www.diana.com.vn/ProductDetail/581/137/297/bang-ve-sinh-diana/diana-soft.aspxhttp://blog.yume.vn/xem-buzz/chien-dich-marketing-va-quang-cao-cua-kotex-vs-diana.caomuc.35A69873.htmlhttp://blog.yume.vn/xem-buzz/chien-dich-marketing-va-quang-cao-cua-kotex-vs-diana.caomuc.35A69873.htmlhttp://sucsongviet.com.vn/article_d/c50-153/mot-thap-ky-thuong-hieu-viethttp://www.vnr500.com.vn/2011-05-04-cong-ty-co-phan-dianahttp://tailieu.vn/xem-tai-lieu/chuong-8-chien-luoc-dinh-vi-va-xay-dung-thuong-hieu.88334.htmlhttp://tailieu.vn/xem-tai-lieu/chuong-8-chien-luoc-dinh-vi-va-xay-dung-thuong-hieu.88334.htmlhttp://www.doji.vn/Cong-ty-thanh-vien/Cong-ty-CP-Diana/tpc39.htmlhttp://vietbao.vn/Vi-tinh-Vien-thong/May-ban-bang-ve-sinh-tu-dong-Diana/45165369/226/http://vietbao.vn/Vi-tinh-Vien-thong/May-ban-bang-ve-sinh-tu-dong-Diana/45165369/226/http://www.diana.com.vn/ProductDetail/581/137/297/bang-ve-sinh-diana/diana-soft.aspxhttp://www.diana.com.vn/ProductDetail/581/137/297/bang-ve-sinh-diana/diana-soft.aspxhttp://blog.yume.vn/xem-buzz/chien-dich-marketing-va-quang-cao-cua-kotex-vs-diana.caomuc.35A69873.htmlhttp://blog.yume.vn/xem-buzz/chien-dich-marketing-va-quang-cao-cua-kotex-vs-diana.caomuc.35A69873.htmlhttp://sucsongviet.com.vn/article_d/c50-153/mot-thap-ky-thuong-hieu-viethttp://www.vnr500.com.vn/2011-05-04-cong-ty-co-phan-dianahttp://tailieu.vn/xem-tai-lieu/chuong-8-chien-luoc-dinh-vi-va-xay-dung-thuong-hieu.88334.htmlhttp://tailieu.vn/xem-tai-lieu/chuong-8-chien-luoc-dinh-vi-va-xay-dung-thuong-hieu.88334.htmlhttp://www.doji.vn/Cong-ty-thanh-vien/Cong-ty-CP-Diana/tpc39.html -
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Mc Lc
A. Phn m u .................................................................................1L do chn ti.............................................................................................................. 1
Cch thc nghin cu ......................................................................................................1
Phm vi nghin cu .........................................................................................................2
B. Ni dung ........................................................................................2
I. Gii thiu Diana ............................................................................................................2
Gii thiu chung v cng ty Diana ...............................................................................2
c im kinh t x hi nh hng n sn xut kinh doanh ca cng ty ...............3
2.1 c im sn phm .............................................................................. 32.2. c in ca th trng tiu th ...........................................................52.3. c im ca khch hng .................................................................... 6
i th cnh tranh ........................................................................................................6
II. Cch xy dng thng hiu Diana ...........................................................................12
C. Phn kt lun ..............................................................................30