Faculty: Marketing

Semester: 1A _ September 2023

Name of product “Workshop làm băng vệ sinh”

Date prepared 8th Octoper
Life cycle phase Introduction Stage
Product manager’s name Nguyễn Thị Kim Khánh
Name of engineer Đinh Thi Trang
Name of marketer Huynh Phuong Quyen
Name of other team members Tran Chau Anh
Course Name: Product Management
Course code: MGT1103E
Group class: A01E
Lecturer’s name: Nguyễn Thị Ngọc Dung
Team name: Grade A
Business Name: Diana Unicharm

This product is designed for (the customer target or segment)

The validated needs of this customer target include
 Customers learn about surfaces and care a lot about this criterion.
 Customers want to find a suitable scent. They worry that the scent is too strong
and makes them lose confidence when around others.
 Absorbency is also a top priority
 The product meets the needs of this customer with the following features or
attributes

Features Advantages Benefits

More confident, not afraid of

Scent spray technology Fragrance lasts longer others paying attention to your
scent

Using it with peace of mind,

Disinfection line Kills bacteria, ensures safety
without fear of itching

Protect customers from

Location and space of participation Enjoy the experience
weather conditions

Choosing from more scents,

Choose the scent your
Many bottles of scent creating the most satisfying
customers like best.
scent

Many Diana sanitary pad models Get to see and touch many
Choose your favorite style
today never-before-used models

This product is unique because

 The first Diana’s workshop in the world.
 Creativity in customer’s way.
 Helps users become more confident when using.
 Bringing a lot of experience to help users find the most suitable type of sanitary
pads.
  Expanding the customer group receives little attention.

And it compares favorably to available competitive products because of the

following
 Currently there are no direct competitors.
 We can mention Kotex's product lines (Kotex and Diana are two brands
with 80% market share).
 Sanitary pads have the scent of other brands.

=> This new product offers an advantage over other scented sanitary pads on
the market because it meets customers' insight (because this is the scent
they created by themselves).
Furthermore, the absorbency and antibacterial properties of the sanitary
napkins used in this product are rated as the best on the market.