Diana TEAM Report - Grade: 7.8 PDF

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GROUP WRITTEN REPORT Course: Principles of Marketing Lecturer: Hoa Hong Pham Sunday, March 25th, 2018 Class BBUS 8 MEMBERS STUDENT ID Thanh Mai Trang Cao Thy Minh 31171021407 31171020306 31171024332 31171023011 31171025158 31171024578 PRINCIPLES OF MARKETING 2 3. Targeting strategy:....................

Description

GROUP WRITTEN REPORT Course: Principles of Marketing Lecturer: Hoa Hong Pham Sunday, March 25th, 2018 Class BBUS 8.5 MEMBERS

STUDENT ID

Nguyễn Thị Thanh Trà Nguyễn Ngọc Yến Kiều Mai Lê Thục Trang Nguyễn Hoài Trúc Uyên Cao Đỗ Vân Thy Nguyễn Phạm Minh Tâm

31171021407 31171020306 31171024332 31171023011 31171025158 31171024578

PRINCIPLES OF MARKETING

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CONTENTS A. SITUATION ANALYSIS:......................................................................................................4 I.

Company description:......................................................................................................................4 1.

History:........................................................................................................................................4

2.

Mission Statement:......................................................................................................................4

3.

CEO:............................................................................................................................................4

II.

Product Description: Diana sanitary napkins...................................................................................4 1.

Introduction:................................................................................................................................4

2.

Features:......................................................................................................................................4

B. MARKETING ENVIRONMENT:........................................................................................5 I.

Micro Environment:........................................................................................................................5 1.

The company:..............................................................................................................................5

2.

Suppliers:.....................................................................................................................................5

3.

Marketing intermediaries:............................................................................................................6

4.

Customers:...................................................................................................................................6

5.

Competitors.................................................................................................................................6

6.

Public...........................................................................................................................................7

II.

Macro environment:........................................................................................................................7 1.

Technological environment..........................................................................................................7

2.

Demographic environment...........................................................................................................7

3.

Economic environment................................................................................................................7

4.

Political environment...................................................................................................................8

5.

Cultural environment...................................................................................................................8

6.

Natural environment....................................................................................................................8

C. SWOT:.....................................................................................................................................8 D. STDP:......................................................................................................................................9 I.

Segmentation:..................................................................................................................................9

II.

Targeting Strategies:......................................................................................................................10 1.

Current strategy:........................................................................................................................10

2.

Reason makes Unicharm select these segments:........................................................................10

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3.

Targeting strategy:.....................................................................................................................11

E. DIFFERENTIATED:...........................................................................................................11 I.

Product differentiation:..................................................................................................................11

II.

Channel Differentiation:................................................................................................................12

III. Image Differentiation:..................................................................................................................12

F.

POSITIONING :...................................................................................................................12 1.

Positioning map.............................................................................................................................12

2.

Value proposition...........................................................................................................................13

G. CONCLUSION:....................................................................................................................13 H. REFERENCES:....................................................................................................................13 I.

APPENDICES:.....................................................................................................................15

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A. SITUATION ANALYSIS: I.

Company description:

1. History: Unicharm Corporation (Unicharm) is a manufacturer of consumer products including feminine care products, baby care products, pet care products, health care products, cosmetic products, household products, industrial materials and foodpackaging materials (2013). In 2011, Unicharm bought all shares worth about US$128 million of Diana Vietnam Company to expand its market in Asia (2011). Diana Unicharm Joint Stock Company (JSC), a member of Unicharm (Japan) is one of the leading manufacturers in personal hygiene products in Vietnam possessing well-known brands including Diana sanitary napkins, Bobby baby diapers, Caryn adult diapers and E’mos tissue brand (2013). Diana Unicharm Vietnam is also the first and the only Tampon manufacturing company in Vietnam was awarded ISO 9001:2000 international Certificate. Up till now, Diana sanitary napkins, Bobby baby diapers are popular in some nations such as Thailand, Malaysia, Philippines, Campuchia,… 2. Mission Statement: Unicharm Corporation wishes to provide people of all ages, from baby to the elderly, with products to gently support their minds and bodies to free them from burdens and allow them to fulfill their dreams. Including this desire in our corporate philosophy "NOLA & DOLA" (Necessities of Life with Activities & Dreams of Life with Activities), we strive not only to assist customers through our business operations, but also to increase our corporate value by promoting proper corporate management that offers value to all our stakeholders including shareholders, business partners, associates and the general public (2013). 3. CEO:  Takahisa Takahara: President and CEO  Do Anh Tu: General Director  Atsushi Iwata: Deputy General Manager II.

Product Description: Diana sanitary napkins

1. Introduction: Diana sanitary napkins were first and officially launched into the market in November 1999 (2011). The very first products which were applied vacuum pressing technology quickly became a famous brand because of its Vietnamese-orientated features. Nowadays, Diana sanitary napkins are continuously well-known as prestigious brand in FMGC industry for feminine care products. 2. -

Features: Soft microfiber surface with absorbent leather to thicken dry ice sheet. Ultra-compact Duo-compact ultra-thin locking fluid. Intelligent anti-contraction and spill prevention in every movement. 5

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Many different kinds are categorized by usage purposes that bring the diverse choices to customers: o For Period: Diana Sensi, Diana Super Night, Softy, Diana Liberia o For Daily usage: Diana Liner, Diana Daily,.. o For Women after giving birth: Diana Mama B. MARKETING ENVIRONMENT:

I.

Micro Environment:

1. The company: a. Board of directors: Diana Unicharm is a leading manufacturer of personal care products in Vietnam with well-known brands such as Diana, Bobby, Momo, Moony, Caryn, Care and E'Mos. Diana Unicharm brings many values in the products to win hearts of Vietnamese consumers. This success achieved by the board of directors, including:   

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Takahisa Takahara: President and CEO Do Anh Tu: General Director Atsushi Iwata: Deputy General Manager

b. Financing: Based on their outstanding M & A deals and their subsequent sales announcements as follows: In 2011, when Unicharm acquired Diana from the Doji Group, 95% of the shares were priced at $ 184 million. After three years of ownership change, Diana's sales doubled in 2014 and profits increased 8 times compared to 2011. Thus: In 2011, Diana's value was US $ 194 million, revenue of VND 1,700 billion, profit of VND 100 billion. In 2014, Diana's value is estimated at over $ 500 million, revenue of 3,900 billion VND, 800 billion VND of profit. Diana since 2011 belongs to Unicharm Group of Japan, a group of high quality sanitary products was born in 1971, has strong financial ability, stable. (VnExpress, 2014)

2. Suppliers: As a manufacturer of consumer products, including products using SAP granules such as Diana sanitary napkins, all pre-production materials at Unicharm have to go through the process. Strictly check the safety, ensuring that the ingredients do not contain chemicals that are banned or potentially endangering the health of consumers in accordance with the ASEAN Pharmacopoeia and Japan standards on the package. Diana is proud of being the leading company in Vietnam with the world's leading machine chain. Three large power plants operate day and night for home health care products. (www.unicharm.vn)

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3. Marketing intermediaries: a. Resellers The distribution system of the company is available in 63 provinces and cities in the country with more than 30,000 retail stores, supermarkets with staff dynamic and experienced. Diana sanitary wipes are also available in the international market: Thailand, Malaysia, Philippines, Cambodia... (2015) b. Physical distribution firms After more than a year searching for third-party logistics provider in Vietnam, in early June 2015, Unicharm has chosen Gemadept Corporation as a service provider logistics for Diana Unicharm. In order to meet the needs of Unicharm and other customers, Gemadept is in the process of building a more than 10.000m2 distribution center (TTPP) with the capacity of more than 18,000 pallets, more than 2,000 pallets per day. (Gemadept, 2012). 4. Customers: Diana serves and satisfies all customers' needs, from fastidious most of the casual customers by producing the right products on group of clients: from 14 to 22 years, for women after birth. Diana builds a message that is a modern woman, but still retains the traditional Asian identity: gentle, mysterious ... In addition, Diana also attracts many supermarkets in the country such as lotte mart, co.op mart, metro mart,.. At the same time, Diana exports its products to the Southeast Asian (Thailand, Myanmar, Philippines, Cambodia). (www.unicharm.vn) 5. Competitors According to a survey of 302 women at the online survey site www.vinaresearch.net, Kotex and Diana are the two leading brands of 99.3% and 99.0% respectively. When referring to the existing sanitary ware brands in Vietnam, 52.6% of the 302 participants Kotex, followed by Diana with 41.4%. When asked about the previous major use mark, most respondents used external trademarks outside current brands (77.8%). However, 38.4% intend to switch to another brand in the future, and Whisper is the most widely considered brand in the future, accounting for 36.2%. ( report on tampon products, 2012). - Kotex: Kotex is a trademark of Kimberly-Clark Company, from the US. Kotex is the Top 5 brand in the field of beauty care in Vietnam and the company's criteria put Kotex in the top "all for quality". (www.kimberly-clark.com.vn) - Whisper: Whisper is the brand of P&G Company which is from the US. Whisper understands the difference of each person and offers a variety of sanitary napkins to meet the needs of every girlfriend, every woman with the criteria just choose the right one for you, you will experience the "special days" gently. (www.pg.com) - Laurier: The brand was born in 1997 under the Kao Company of Japan. Kao Company has always maintained its motto of creating the best products for the benefit and health of

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Vietnamese women. Laurier products are manufactured using the most advanced technology from Japan. (www.kao.com) Helen Harper: Helen Harper is a trademark of Ontex International, a leading personal hygiene products manufacturer in Belgium. All products of Helen Harper are manufactured on the latest technological lines, providing optimum performance and maximum comfort for the user. (www.helenharper.vn)

6. Public As a company that is always interested in the development and prosperity of the community, Diana has always made positive contributions to social activities such as charitable activities for the flood victims, disabled children ..., sponsorship activities encourage individuals and groups with good achievements especially for the development of women, support to create conditions for individuals in difficult circumstances to rise.(www.unicharm.vn) II.

Macro environment:

1. Technological environment Diana is an enterprise that goes ahead with unique technology. Every kind of product has a typical way of producing, Diana has the most modern technology in the world with 14 production lines, 1 DIP production line, 1 production line for Tissue, 2 synchronized converting production systems. Now, Diana is going to built a new factory in Bac Ninh with 25 mechanical production systems for 4 kinds of product with optimal capacity. Their future plan is more than 5 billion product per year. (Unicharm) 2. Demographic environment According to WEF (2017), the Provincial Competitiveness Index (PCI) has increased from 4,32 in 2016 to 4,4 in 2017 and being ranked 5 steps higher than 2016. This index shows that Viet Nam’s economy has speeded up on the grounds of macroeconomic environment. In addition, the population now has been over 90 million people. Therefore, Viet Nam is one of the most countries consume such a large amount of daily necessary items for women as faminine napkin. Sanitary napkin are targeted to the girls at any age with well-designed packing and high quality which helps women be active and comfortable even when playing sports or being on vacation (Unicharm). It is Diana that is one of the most famous brands can adapt to your purposes. Most of the girls want a product which high quality but with a suitable price, friendly use and also show their own characteristics. Diana guarantees to try their best. 3. Economic environment Due to the economic crisis 2008, the interest rate increased by 20% to 21%, which makes many enterprises meet a lot of difficulties. In many last years, the inflation rate tends to decline drammatically, under 5% in 2017 ( lower than the avarage inflation rate from 2011 to 2017: 6,5%). Since 2012, the economy has mainly come into the stable, recover and developed period.

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The consumer price index went down from 18,13% in 2011 to 6,81% in 2012 and 2,6% in 2017 (3,53% in avarage) (Thoibaotaichinhvietnam.vn, 2016). III. IV. V. VI. VII. VIII.

Due to economic crisis, the number of consumers is limited  it makes business have difficulty raising capital and expanding production. Due to economic crisis, the number of consumers is limited  it makes business have difficulty raising capital and expanding production. Due to economic crisis, the number of consumers is limited  it makes business have difficulty raising capital and expanding production.

4. Political environment Ministry of Finance (2016) has also reduced the tariffs based on the commitment of ATIGA in a period from 2016 to 2018. As a result of supporting in taxes, Viet Nam has now become a competitive country in the worldwide marketplace in the same production field. Diana is a company of Viet Nam, they understand clearly about the policy, the moral and culture in business. Besides that, there are still available fake product in the market and have not had a specific solution about this problem yet. 5. Cultural environment Doanhnhan newspaper (2010) reports that culture has a significient effect on marketing strategy, and mostly impacts on all of tools in marketing-mix system. Noticably mention on tool and product, distribution and promotion. Many feature cultures influence on a large extent in society and that create their own properties to adapt to consumers’ demand, what they willingness to buy in Viet Nam. Hence, Diana has to be alert to their brand image which attract customers’ attention, based on how creative their packing are, is it colorful and diverse enough to every social class at all ages. 6. Natural environment Most of the product of Diana are made from wood,… with the limitation about raw material that slow down the speed of producing more and more product. It seems that disadvantage create a lot difficulties to the company, then they have to raise the price, the environment is being alert. This problem always makes lots of company concern about it. They suggest how to reduce pollution, then they produce a self-destructive packing which is not only friendly to the environment but also safe for human health. C. SWOT: STRENGTH 

Diana is the first and only sanitary napkin brand manufacturing company in Vietnam to receive the ISO 9001: 2000 certificate

WEAKNESS 

Having strong competitors but identical products ask Diana have to focus on marketing strategy 9

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(issued by SGS UK) and is the first and only product that is recommended to use by the Gynecology Society Due to belonging to Unicharm, Diana has strong financial ability to develop technology. Thanks to broad product portfolio, Diana can adapt diverse needs of the customers and expand target market. Diana also having wide distribution system, products are available not only in supermarket but only small stores. Diana also has many marketing campaigns attracting attention and building a strong relationship with customer( give product to girls in secondary and high school, “Truy tìm...