A.

Phn m u L do chn ti Trong 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 sao em s trnh bi ngay di y.

Cch thc nghin cu Nghin 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 khc Nghin cu kt qu thu c trong qu trnh xy dng thng hiu Diana

Phm vi nghin cu Diana 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 v thy 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 SGS2

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. H thng 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.

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, v l 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 cc b 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.

Sn phm t giy Bobby c Cng ty a ra th trng t gia nm 2003. y l loi sn phm c ng dng cng ngh mng y thot m th h mi dng vi tin tin nht ca Italia, lm tng thong kh, thot hi m, gim nhit trong t giy t 0.7 n 1.5 C. Ngoi ra sn phm cn cho b cm gic mm mi, khng th rp, c thun khit cao v c bit rt d chu cho da b khi tip xc. T khi ra i n nay, t giy Bobby c cc b m tn nhim la chn khi mua sn phm chm sc sc kho cho con em mnh. T u thng 4/2011, nhn hng Diana 4Teen chnh thc a ra th trng phin bn mi ci tin dnh ring cho teengirl chng mnh. Vi thit k di hn hn - ti 24.5 cm v kh nng thm ht cc siu, Diana 4 Teen ang tr thnh Tuyt chiu b mt cho hng triu teengirl chng mnh h gc cm gic kh chu trong nhng ngy n v tha h lm iu mnh yu.

2.2. c in ca th trng tiu th Th trng tiu th Vit Nam tng i a dng v phc tp. iu ny th hin trn s phn b a l cng nh c im tm l khch hng. S phn b a l: t nc Vit Nam chia ra lm 3 vng min Bc, Trung, Nam r rt v ba vng min ny c cc nt vn ha c trng, tnh cch c trng; do vy nn thi quen s dng sn phm cng khc nhau. Tuy nhin c th thy th trng tiu th a dng nh vy va l c hi nhng ng thi cng to ra thch thc i vi Diana trong vic sn xut sn phm v xy dng tnh cch thng hiu sao cho ph hp vi nt c trng ba min. Th trng pht trin nht v ng dn nht l th trng min Nam, tip sau l min Bc ri min Trung. Tuy nhin vic pht trin thng hiu Diana
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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 hng Diana 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 tranh Hin 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.

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

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.

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 a phn 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 Diana Diana 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 2008 Diana 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. 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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Thc trng h thng nhn din thng hiu Diana

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 v mang 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 con gi

Diana l
Diana

Tht tuyt c chy trn TVC, ch

v 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 tuyt S 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 tng mu 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 Diana c mng li phn phi rng khp trn ton quc. T cc siu 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 ny Diana 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.

Knh phn phi

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 huy hn 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! thu ht 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 con gi, 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 yu thch, gy n tng mnh vi khch hng. Ngoi ra Diana vn tip tc cho qung co trn bo in, mng internet chin dch ny. Diana s 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 Noise l 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 ngi tham 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 ta thy 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 ch Cng 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 lun Tri 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 kho http://vietbao.vn/Vi-tinh-Vien-thong/May-ban-bang-ve-sinh-tu-dongDiana/45165369/226/ http://www.diana.com.vn/ProductDetail/581/137/297/bang-ve-sinhdiana/diana-soft.aspx http://blog.yume.vn/xem-buzz/chien-dich-marketing-va-quang-cao-cuakotex-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-dungthuong-hieu.88334.html http://www.doji.vn/Cong-ty-thanh-vien/Cong-ty-CP-Diana/tpc39.html

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Mc Lc
A. Phn m u.................................................................................1
L 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..............................................................................3 2.2. c in ca th trng tiu th...........................................................5 2.3. c im ca khch hng....................................................................6

i th cnh tranh........................................................................................................6 II. Cch xy dng thng hiu Diana...........................................................................12

C. Phn kt lun..............................................................................30

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