Ieu Diana Chuan2 (1)

7/31/2019 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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http://www.diana.com.vn/http://www.diana.com.vn/


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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

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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

Ieu Diana Chuan2 (1)

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Transcript of Ieu Diana Chuan2 (1)