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 31171021407
Nguyễn Ngọc Yến Kiều 31171020306
Mai Lê Thục Trang 31171024332
Nguyễn Hoài Trúc Uyên 31171023011
Cao Đỗ Vân Thy 31171025158
Nguyễn Phạm Minh Tâm 31171024578
PRINCIPLES OF MARKETING

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CONTENTS

A. SITUATION ANALYSIS: .................................................................................................... 5

I. Company description: ....................................................................................................................... 5
1. History: ......................................................................................................................................... 5
2. Mission Statement:........................................................................................................................ 5
3. CEO: ............................................................................................................................................. 5
II. Product Description: Diana sanitary napkins .................................................................................... 5
1. Introduction:.................................................................................................................................. 5
2. Features: ........................................................................................................................................ 5
B. MARKETING ENVIRONMENT: ...................................................................................... 6
I. Micro Environment: .......................................................................................................................... 6
1. The company:................................................................................................................................ 6
2. Suppliers: ...................................................................................................................................... 6
3. Marketing intermediaries: ............................................................................................................. 7
4. Customers: .................................................................................................................................... 7
5. Competitors ................................................................................................................................... 7
6. Public ............................................................................................................................................ 8
II. Macro environment: .......................................................................................................................... 8
1. Technological environment........................................................................................................... 8
2. Demographic environment ............................................................................................................ 8
3. Economic environment ................................................................................................................. 8
4. Political environment .................................................................................................................... 9
5. Cultural environment .................................................................................................................... 9
6. Natural environment ..................................................................................................................... 9
C. SWOT: .................................................................................................................................... 9
D. STDP: .................................................................................................................................... 11
I. Segmentation: ................................................................................................................................. 11
II. Targeting Strategies: ....................................................................................................................... 11
1. Current strategy: .......................................................................................................................... 11
2. Reason makes Unicharm select these segments: ........................................................................ 12

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 3. Targeting strategy: ...................................................................................................................... 12
E. DIFFERENTIATED: .......................................................................................................... 12
I. Product differentiation: ................................................................................................................... 12
II. Channel Differentiation: ................................................................................................................. 13
III. Image Differentiation: ................................................................................................................... 13
F. POSITIONING : .................................................................................................................. 13
1. Positioning map .............................................................................................................................. 13
2. Value proposition ............................................................................................................................ 14
G. CONCLUSION: ................................................................................................................... 15
H. REFERENCES: ................................................................................................................... 15
I. APPENDICES: .................................................................................................................... 17

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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.

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 - Intelligent anti-contraction and spill prevention in every movement.
- 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:

 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

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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)

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)

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 - 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
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:

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6,5%). Since 2012, the economy has mainly come into the stable, recover and developed period.
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).

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
(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
WEAKNESS
 Having strong competitors but
identical products ask Diana have to
focus on marketing strategy
effectively and investigate market
detail.
 Products sometimes cause vaginitis
(Do.K, 2017).
 The smell is quite intense, difficult,

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 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” Thành phố Viền Êm, “Cover Là con
gái thật tuyệt”, “Khoảnh khắc Là con gái
thật tuyệt”, Hành trình một triệu chữ ký) (
 Diana spends low cost on packaging, and
the feminine pink color, attractive, striking
compared to other lines makes Diana easily
being distinguished from other lines, also
has different sizes of bags for night and day
wear avoid confusion.
OPPORTUNITIES
 Because of having most modern specific
technology (SAP), quality of the product is
reviewed to be better than other
competitors. (Do.K, 2017)
 Girls and woman nowadays are trying to
become themselves, who are creative,
modern and dynamic, Marketing strategy
orientation with slogan “Là con gái thật
tuyệt” helps Diana build strong relationship
with customers, reflect customer’s mind.
 The newest product SensiCool Diana
which adapts tropical climate in VietNam
and has melody perfume to infringe the
uncomfortable perfume are responded
positively.
the mesh is airy but sensitive
 The packaging uses non-
environmentally friendly nylon
material and the nylon bags are easy
to imitate, the packaging is not
convenient when used to wrap the
tape after use
 The side-by-side packaging has a
translucent logo that makes it
difficult for consumers to identify
individual pieces
 The packaging is smooth and easy to
fall
THREATENS
 Products which are faked destroy
customer’s loyalty. (according to
Lamchame, 2012).
 Having strong competitors but
identical products requires Diana to
make a breakthrough.
 Tampon Products have been well-
known widely and used in foreign
nations for long time which leads to
the trend of using tampon in Vietnam
in the future
 Menstrual cups do not contain any
chemicals, bleaches or fibers that
could cause sensitivity or allergic
reactions, menstrual cups can be
worn up to 12 hours and be reused
up to 6 months. These products are
mainly used by women after giving
birth.
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 D. STDP:

I. Segmentation:

Segment Demographics Psychographics Behavioral Geographic

Teenagers  Age: 9 – 20  Lifestyle: Active  Occasions:  Vietnam

years old and on the go Necessary nationwide
 Gender:  Personality:  User status:
Female comfort- Regular users
 Income: Low, conscious  User rate:
middle and high Heavy users
income
Women  Age: 20 – 35  Lifestyle: Active  Occasions:  Vietnam
years old  Personality: Necessary nationwide
 Gender: comfort-  User status:
Female conscious Regular users
 Income: Low,  User rate:
middle and high Heavy users
income
Women  Age: 35 – 50 Lifestyle:  Occasions:  Vietnam
years old Health-conscious Necessary nationwide
 Gender:  User status:
Female Regular users
 Income: Low,  User rate:
middle and high Heavy users
income
Elders  Age: over 50  Lifestyle:  Occasions:  Vietnam
years old Health-conscious Necessary nationwide
 Gender:  User status:
Female Regular users
 Income: Low,  User rate:
middle and high Heavy users
income

II. Targeting Strategies:

1. Current strategy:
With the goal making Diana become the biggest and the strongest brand in Vietnamese
sanitary pad market. Unicharm has manufactured a lot of products for customers in every levels
and it also approached the niche market. To increase its profit, Diana expands the diaper market,

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namely Bobby for infants and Caryn for oldsters; then, in 1 year, Diana continued to raise the
brand image by producing its tissue- Emos. However, in recent years, general director of Diana,
Do Anh Tu (2016) claimed that Diana decided to concentrate on its strength- sanitary pad.

2. Reason makes Unicharm select these segments:

According to the Future Business Sentiment report (2016), “A Nielsen survey of business
leaders, Vietnam ranks among the top three markets for expansion opportunities in the Asia
Pacific, along with China and Indonesia. At the same time, Vietnamese local giants are thinking
about going regional and global. Vietnam's population is still in its golden age with 25% of the
population between 10 and 24 and a median age of 29. Furthermore, Vietnam has the fastest-
growing aspiring middle class in Southeast Asia. And it is also expanding geographically, with
new provincial pockets of affluence beyond the key and traditional centres of Hanoi and Ho Chi
Minh City. Vietnamese towns are now full of IT-savvy, brand-conscious shoppers egged on by
sophisticated marketing techniques. According to the research of The Boston Consulting Group
(BCG), Vietnamese economy has been increasing faster than other Southeast Asian countries
since 2007. And BCG credits that the average per capita income in Vietnam will growth from
$1,400 to $3,400 by 2020. Therefore, this will be a significantly positive impact to spending
ability of Vietnamese.”

3. Targeting strategy:
Using the slogan “La con gai that tuyet!”, Diana has took part in the long-term
competition with its strongest competitor- Kotek of Kimberly-Clarck Company with the same
product in the same market. Unicharm has an high expectation in widen their target market in
every corner, from young customers to infants and seniors. However, Diana concentrates on
consumers at the middle age, females from 25 to 50 years old. The reason why Diana set the
target on customers of this level is they have stable income and willingness to buy costly product
due to its comfort and high quality. Additionally, luxury pharmacies and hospitals are also aimed
by Unicharm to maximize the quantity of sales for Diana. Hence, the targeting marketing
strategy used by Unicharm is differientiated marketing.

E. DIFFERENTIATED:

I. Product differentiation:
- Diana is the first and only sanitary napkin brand manufacturing company in Vietnam to
receive the ISO 9001: 2000 certificate (issued by SGS UK) and is the first and only
product that is recommended to use by the Gynecology Society. Taking the ASEAN and
Japan Pharmacopoeia as standard, all raw materials before going to use must go through
strict procedures to check the safety, ensuring the product does not contain chemicals that
prohibit using or may endanger the health of consumers. The highlight of Diana's
manufacturing technology is the use of super absorbent particles (SAPs) (Do.K, 2017).

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 - Super-absorbent granules (SAPs): safe materials are widely used in the world not only in
the sanitary napkin industry but also in the toy manufacturing industry, construction,
agriculture ... SAPs have the ability to absorb water and lock liquid up to 400 times as
heavy as the grain, so when vacuuming, super absorbent particles will swell several times
with compared to the original size. . Due to the physical nature of the SAPs, hydrated
SAPs will move from tiny granules to gels, leading to unforeseen concerns for
consumers.
- Prior to the launch of the new product, the company will conduct experiments to test the
skin irritation by direct contact with the skin over a certain period of time to assess its
ability and safety. The materials used by Diana Unicharm are absolutely safe and do not
harm the health of consumers. All Diana Unicharm products have a clear ingredient label
on the packaging, a standard for consumers to be aware of and secure.

II. Channel Differentiation:

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)

III. Image Differentiation:

The packaging clearly shows the brand logo, there are many colors to distinguish each
product line, but mostly girly pink, outstanding and quite eye-catching. In addition, the main
packaging contains information on the product such as the place of manufacture, packaging and
distribution, message from Diana, product characteristics, product’s quality assurance, code the
line. Especially the main packaging is printed confident girl, the personality convey the message
"Là con gái thật tuyệt" (Being a girl is so great) to consumers.

F. POSITIONING :

1. Positioning map

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 HIGH QUALITY

LOW PRICE HIGH PRICE

LOW QUALITY

Comparing to the direct competitors such as Thach Thao, Kotex, Whisper, Sofy or
Laurier, Diana offers very competitive price but its quality is superior. With the motto "Bring the
world’s progress to Vietnamese women", Diana always takes the lead in applying the latest
technology in this field. Furthermore, Diana is the first and only company manufacturing napkins
in Vietnam to receive international certification ISO 9001-2000 by SGS-2 (United Kingdom).
Statically, Diana’s sales is more than 3500 billion Vietnam dong and profits after tax is more
than 800 billion Vietnam dong in 2014.

2. Value proposition
Although Diana's napkin production technology is the most modern line in Italy, they still
offer competitive price as well as the best quality to their clients.

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 G. CONCLUSION:
Diana's line of products has some of the highlights and is not a smaller market segment
for consumption in the Vietnamese market. But there is no denying that there are still pixels and
restrictions in the product that need to be improved to compete with other local and international
brands. To ensure that, Diana needs to change the specialty and quality products to fit the needs
of consumers, aiming in the future is the most comprehensive health care product for the user
header. In addition, the marketing of the product is also indispensable to maintain and identify
the product line, gradually becoming a trusted companion of Vietnamese women. Diana should
use natural and safe fragrances for consumers, avoid reacting to common industrial ingredients
because current users tend to favor natural products. Diana should also consider to diversify
products in the form of tampons, or menstrual cups to expand and attract others segmentations.

H. REFERENCES:
Cách xây dựng thương hiệu Diana. Retrieved from https://text.123doc.org/document/1405324-
cach-xay-dung-thuong-hieu-diana.htm

Diana. (n.d.). Retrieved March 24, 2018, from https://www.diana.com.vn/vi/products.html

DNA Branding (2017). Giải mã giá trị Diana. Retrieved from DNA Branding website
http://www.dna.com.vn/vi/tinh-huong-thuong-hieu/s/giai-ma-gia-tri-diana/17

Do, K. (2017). Theo dõi sức khoẻ thương hiệu toàn diện trên social media: Diana qua góc nhìn
social listening. Retrieved from Buzz Metrics website http://buzzmetrics.com/theo-doi-
suc-khoe-thuong-hieu-toan-dien-tren-social-media-diana-qua-goc-nhin-social-listening/

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Doanhnhan.net (2010). Tác động của yếu tố văn hoá trong hoạt động marketing của doanh
nghiệp. Retrieved from http://doanhnhan.net/tac-dong-cua-yeu-to-van-hoa-trong-hoat-
dong-marketing-cua-doanh-nghiep-1053.html

“Đổi” Diana lấy 4000 tỉ: Ông Phú đã bán quá rẻ? Retrieved October 16th, 2015 from
http://cafef.vn/doanh-nghiep/doi-diana-lay-4-000-ty-ong-phu-da-ban-qua-re-
20151016135323682.chn

Gemadept (2012). Thêm một khách hàng lớn tin tưởng lựa chọn dịch vụ logistics của Gemadept.
Retrieved from http://www.gemadept.com.vn/tin-tuc/them-mot-khach-hang-lon-tin-
tuong-lua-chon-dich-vu-logistics-cua-gemadept.html

Helen Harper. (n.d.). Retrieved March 25, 2018, from http://www.helenharper.vn/

Kotex. (n.d.). Retrieved March 25, 2018, from https://www.kimberly-

clark.com.vn/en/brands/consumer/kotex/

Laurier. (n.d.). Retrieved March 25, 2018, from http://www.kao.com/vn/laurier/

Marketer Viet Nam (2013). Cuộc Chiến Giữa Kotex Và Diana. Retrieved from Gold Idea
website http://goldidea.com.vn/blog/cuoc-chien-giua-kotex-va-diana.htm

Ministry. F (2016). Thủ tướng: Điều hành kinh tế vĩ mô vừa là khoa học, vừa là nghệ thuật.
Retrieved from https://vtc.vn/thu-tuong-dieu-hanh-kinh-te-vi-mo-vua-la-khoa-hoc-vua-
la-nghe-thuat-d383812.html

Procter & Gamble. (n.d.). Retrieved March 25, 2018, from

https://www.pg.com/vn/brands/whispers.shtml

Tampons, Pads or Menstrual Cups? What's Right for You? (n.d.). Retrieved March 25, 2018,
from http://www.healthywomen.org/content/article/tampons-pads-or-menstrual-cups-
whats-right-you

Thoibaotaichinhvietnam.vn (2016). Cộng đồng kinh tế ASEAN: Khi hàng rào thuế quan được gỡ
bỏ. Retrieved from http://thoibaotaichinhvietnam.vn/pages/thue-voi-cuoc-song/2016-01-
16/cong-dong-kinh-te-asean-khi-hang-rao-thue-quan-duoc-go-bo-27939.aspx

TopList (2017). Top 10 thương hiệu băng vệ sinh uy tín nhất Việt Nam. Retrieved from
http://toplist.vn/top-list/thuong-hieu-bang-ve-sinh-uy-tin-nhat-viet-nam-10195.htm

Unicharm corporation : Consumer packaged goods - company profile, SWOT & financial
report. (2013). (). Basingstoke: Progressive Digital Media. Retrieved from ProQuest
Central Retrieved from
https://search.proquest.com/docview/1550509877?accountid=63189

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Unicharm Corporation. Từ Nhật Bản tới châu Á và toàn thế giới hướng tới dẫn đầu thị trường
trong ngành hàng tiêu dùng nhanh. Retrieved from
http://www.unicharm.vn/about/topmessage/index.html

Unicharm Coporation. Tập đoàn luôn chú trọng mang lại cuộc sống khoẻ về thể lực và trí tuệ
cho khách hàng. Retrieved from http://www.unicharm.vn/about/business-field/index.html

UNICHARM TAKES MAJORITY STAKE IN DIANA VIETNAM. (2011, Aug 29). Asia
Pulse Retrieved from https://search.proquest.com/docview/887629696?accountid=63189

VnExpress (2014). Cái kết có hậu của những cuộc M&A đình đám. Retrieved from
http://baodatviet.vn/kinh-te/doanh-nghiep/cai-ket-co-hau-cua-nhung-cuoc-mampa-dinh-
dam-3042667/

VNR500(2015). Công ty cổ phần DIANA. Reserved from http://www.vnr500.com.vn/Cong-ty-

co-phan-DIANA-4200-1006.html

WEF (2017). Báo cáo đánh giá năng lực cạnh tranh toàn cầu của diễn đàn kinh tế thế giới.
Retrieved from http://vietnamnet.vn/vn/kinh-doanh/dau-tu/kinh-te-viet-nam-2017-va-
trien-vong-2018-tang-truong-tren-nen-tang-vung-chac-421275.html

W&M market research (2012). Báo cáo nghiên cứu băng vệ sinh 2012. Retrieved from
https://storage.googleapis.com/vinaresearch/userfiles/file/Report_Bang%20ve%20sinh%
20phu%20nu%202012.pdf

6 điều các nàng nên biết về tampon. (n.d.). Retrieved March 25, 2018, from
https://www.girlspace.com.vn/chu-ky/nhung-dieu-can-biet-trong-ky-kinh/2016/01/6-
dieu-cac-nang-nen-biet-ve-tampon.aspx

I. APPENDICES:

F. POSITIONING:

2. Value Proposition:

Appendix 1: Diana Logo (www.unicharm.vn )

Appendix 2: Whisper Logo

(https://www.pg.com/vn/brands/whispers.shtml

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Appendix 3: Laurier Logo (http://www.kao.com/vn/laurier/)

Appendix 4: Kotex Logo

(https://www.kimberlyclark.com.vn/en/brands/consumer/kotex/

Appendix 5: Sofy Logo

(https://www.sofy.jp/en/products/tampon.html)

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