Professional Documents
Culture Documents
PM - MGT1103E - A01E - Group 4 - DIANA UNICHARM
PM - MGT1103E - A01E - Group 4 - DIANA UNICHARM
1
EXECUTIVE SUMMARY
Company overview
Mission
Vision
2
Sales distribution channels
Management
Product/ Technology
3
1998: Diana launched Diana Night - the first nighttime
sanitary napkin on the market.
4
2015: Launch Diana's new look with products with
completely new packaging designs. Marking a change in
brand image as well as the image of a younger, more
dynamic Diana.
5
SWOT market
6
Intellectual Property
7
INDUSTRY AND COMPETION PROFILE
8
TARGET MARKET
9
Name: Mai
Age: 40
Accommodation: Ho Chi Minh city
Income: 15 million VND
Gender: Female
Job: Office worker
BASICS FORCASTING
Character: Experience high-end activities, look
10
Inner perfume: Imported from the Essential Oil
Warehouse, a large company specializing in importing
essential oils in the market, with a 1-year commitment
copper box, this supply will be stable.
11
PRODUCT REQIREMENT DOCUMENTS
Product name
Vision
Serving different needs so that you always see “Là con gái.
Thật tuyệt!”
12
Description
competitors today.
way.
remember longer.
13
Help them become more confident with their scent.
pads.
criteria.
customers.
14
This product focuses on niche market (Diana had done
more).
15
Timing
February 27 to March 7
March 8
Team
16
Background
17
Customer interview (customer problem)
Surface:
18
Absorbency
Scent
19
Strategic alignment
Brand Objectives
20
Positioning
Metrics
Revenue index
Conversion Rate: 5%
21
ROAS: 1:3 (Because this is a product that marks the
brand image in the minds of customers, it will cost more
for promotion).
Communication index
Facebook Ads
Social Media
Website:
22
Conversions: Fill out forms, watch videos at social
networking sites Diana posted, ...
Who it benefits
23
Youthful space with
Customers feel that the space is
colors predicting Bringing youthfulness and
for them and suitable for their
upcoming Pantone dynamism
ages and interests
trends
The expert
Receiving information from
customers (preferences, Understand customer problem
problems, health status...) thereby and find the most suitable
giving appropriate advice to each sanitary napkin
person
24
FUNCTIONAL SUPPORT PLANS
Sales
Specialist
Develop a
messaging stratery,
a budget,
27
promotional
materials
Prepare basic
financial Product Developer October 18, 2023
statements,
calculate the
necessary funds to
go into operation
Prepare basic
financial
statements,
calculate the
necessary funds to
go into operation
28
volume units, and
cost estimates
Build revenue and
profit estimates
based on price
models, forecast
volume units, and
cost estimates
Build revenue and
profit estimates
based on price
models, forecast
volume units, and
cost estimates
Build revenue and
profit estimates
based on price
models, forecast
volume units, and
cost estimates
Build revenue and
profit estimates
based on price
models, forecast
volume units, and
cost estimates
Build revenue and
profit estimates
based on price
models, forecast
volume units, and
29
cost estimates
Build revenue and
profit estimates
based on price
models, forecast
volume units, and
cost estimates
Build revenue and
profit estimates
based on price
models, forecast
volume units, and
cost estimates
Build revenue and
profit estimates
based on price
models, forecast
volume units, and
cost estimates
31
Key dates and milestones: March 8 2022
GTM plan
Introduction
Generation
33
As people of the technological era, this generation
continuously actively searches for relevant and reliable
information before making any decisions, especially when
purchasing a product. somehow. Therefore, knowledge
about self-care is both a motivation for consumers to make
the right decisions, but if they do not have access to correct
and accurate information, it will be a barrier that prevents
them from making them. Make the right decisions so you
can perform the correct self-care activities to improve your
health.
Value Proposition
Health
34
In addition, Diana is the first and only sanitary pad 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.
Difference
Experience
Message
35
Until women are more respected according to the
development of the times, they have their rights and dare to
stand up for equality. But, even when they have the right to
decide and choose, social prejudice and life pressure are
still big walls preventing them from developing their own
personality. To our Campaig, Diana want to woman can
confidently express them self, be #Be creative in your own
way.
Promotion
36
Pre-debut stage : Feb 27 – March 7
37
Located at 15 buildings and universities in 1,2,3,7, Binh
Thanh district.
Launch : March 8
38
On March 8, a day dedicated to honoring beauty and
paying tribute to all wonderful women. Diana would like
to offer a special 10% discount, receive free wrapping
gift and a handade bouquet of flowers from Diana.
(Relatives or friends can make these special products for
their loved ones, or take them to the store to experience
is also a meaningful gift).
Post launch
39
Guest will also feature woman who represent the image
we want to aim: Khanh Vy, Shark Linh, Chau Bui,
Phoenix Ho.
+ Comment
40
The customer support process plays an essential role in
strengthening the relationship between the business and the
customer.
41
Marketing Plan Start day End day
TVC
3/2024 6/2024
commercials
Implement
advertising
1/3/2024 31/3/2024
campaigns:
talkshow
Launching
new products
Invite KOLs,
to the market
KOCs, Tiktokers
to experience and 27/2/2024 18/3/2024
promote
products,
Organize
8/3/2024 31/12/2024
workshop
Survey of
customer 8/3/2024 31/12/2024
Customer reactions
service
Make plans to
8/3/2024 31/12/2024
correct errors
Sales plan
43
work.
Emotion in consumption: Another typical
characteristic of consumer psychology in
youth is "bipolar psychology". They often
show conflicts between reason and emotion
when choosing products and the inclination
always belongs to emotion. They have a
clear tendency to like or dislike certain
goods. Sometimes just because of one of the
factors such as: fashion, color, style or price
makes them completely lose generalization
when making purchasing decisions.
44
Cost of sanitary napkins: 94.12 billion
Packaging machine cost: 0.0085 billion
Essential oil production machine: 0.056
billion
Sprayer: 61 million 0.061 billion
Premises cost: 7.68 billion
Sales staff costs: 0.3 billion
Total sales costs for 1 year: 110,126 billion
VND
Cost for video podcast: 0.180 billion
Cost of representing Chi Pu brand: 0.1
billion
Cost of hiring KOL: 0.1772 billion
Billboard advertising costs: 10 billion/year
Total advertising costs: 10,4572 VND
Total expected cost: 120.59 billion
Promotion
The promotions carried out in the initial
steps of launching this project are:
Go for 4, pay for 3: When 4 customers
come to the store to go to the store and
experience the service, only 3 people will
be charged (Applicable when customers
only buy 1 product). This will help the
store attract more customers. More
customers buy more products increasing
46
sales each time instead of just attracting
each customer individually. The program
will last for the first year after the
workshop opens to create an effect that
attracts customers to the workshop. Team
GTM will support the sales team by
launching advertisements to spread this
promotion to consumers.
49
Product Launch Plan
Description
50
Based on the problems that customers encounter, we
have created a new product called Workshop làm băng
vệ sinh. We call the name product in vietnamese because
this is a product in the Vietnam market and we want to
attract people here by this name. At the Workshop,
customers will be able to manually choose the type of
sanitary napkin and scent for the sanitary napkin, then
the system will automatically package the product for
customers to take home and use. The sanitary napkins at
the workshop are a combination of Diana's existing
sanitary napkins and an automatic scent spray line.
Customers can feel completely secure when using
intimate perfume to scent sanitary napkins because we
have researched and created a private perfume that has
high antibacterial properties, is safe and effective for
consumers.
51
After compiling the list of registered customers within a
week, the company's logistics department will transport
the exact number of sanitary napkins equal to the number
of registered customers to the workshop to transfer to the
scent spray line and packaging
Core Features
52
Diana sanitary napkins are developing products to suit
consumer needs such as daily sanitary napkins and
nighttime sanitary napkins. Each product type will have
many different product lines, with different
characteristics, making it easy for women to choose.
Each product will have different designs in terms of
thickness, thinness, sanitary napkins with wings or
sanitary napkins without wings and also pants designs to
help women feel comfortable and confident during their
menstrual period.
53
Many customers worry that using perfume in the private
area will cause itching and can lead to infection in the
private area. Understanding the pain of women, Diana
made a breakthrough in researching and producing
private perfume specifically for women. After selecting
and analyzing, we decided to choose 50 types of fragrant
essential oils to put into the production of intimate
perfumes.
54
Fragrance group combines Love, seduction, romance,
ocean, sophistication, youth, mystery, elegance,
personality, nature, sea, white sand, dynamism,
sweetness, elegance, dream, spring, summer, autumn,
winter, wind, sunset, forest, grassland, crush, freedom,
flammable, pure white, intense black noir intense.
55
Dizigone solution contains important oxidants such as
hydrochloric acid, hydroperoxides, these oxidants
penetrate the membrane into the cytoplasm, inactivating
the synthesis of proteins, lipids and nucleic acids,
causing microorganisms to die quickly. quickly. The
combination of EMWE technology and these essential
oils is a breakthrough in creating an intimate perfume
product with a wonderful natural, antibacterial scent that
is far different from existing products on the market.
56
57