TEAM 2Ton Hao + Cong Dung + Quang Huy + Quang Minh

TARGETFemale, 13 – 30, feminine, sweet and typical

DIANA – BEING A GIRL IS GREAT

INSIGHTThat is the thing that only girls can have so it is really great to be a girl

COMPETITORS

Show your personality confidently

Give perfect comfort, freshness and freedom

DISCRIMINATORJoy and Pride of Women

PROMISE – ENHANCE VIETNAMESE FEMININITY MAKE PROMISE

COMMUNICATION CAMPAIGNCampaigns deliver the different messages but relevant to the promise: Enhance Vietnamese Femininity

Powerful girls

Do the things girls love

Control odors, more joy of girls

COMMUNICATION THE PROMISE

PACKAGINGThe packaging of Diana is pinky and feminine. On the packaging, there always are the girly women with message related to the promise

ACTIVATION & EVENTUtilize events to engage with consumer, provide more service for girls

KEEPTHE PROMISE

ADVANCED TECHNOLOGYEvery products Diana has their own competitive advantages with high technology: Duo – Compact, Comfi-Active net, Leak Lock sercurity system. Diana always commit their Japanese quality, meet high demands of girls

STRENGTHEN THE PROMISEDiana has a lot of kinds of product that meet different demands of girls to bring all the best to girl and enhance the Vietnamese femininity Diana always researchs a lot of issues about girls’ problems and offers the new innovative products: • Super absorbent: fast-absorbing, anti-

spill, not dry skin, comfortable clean and odor control

• Sensi: for the sensitive skin • Super night: for worry-free night • Libera: humid issue with reverse

waterproof • Everyday: Sensitive and anti-bacteria • Mama: for after-birth mom

Chosen Target Market

KYMDAN

Established at 1954; however, in the last 90s, Kymdan had lots of troubles: revene drops. So in 1998, Kymdan restructured and capitalized their company

Key Competitors

- Focus environment- Focus quality- Focus healthy

Promote Products

Chosen Brand Hierachy

- Family + SEC: AB- Need best quality products- Care about healthy

- Focus class up medium

Direct compitition because:100% natural rubber

Brand Promise

- Best take care of healthy- High prices show V.I.P

“Best take care of healthy”

Make Promise

Kymdan tell story about: “product luxury and best take care of healthy

(Refresh your life) (Exquisite sleep)

BasedonTVC

Good for heathly Best reliability Reputation by expert

Dealeres

Help consumer easy for experience products

(all Vietnam country)

Slogan

“Kymdan, take care of your healthy from sleep”

Awards+certify

ComunicatingThe Promise

Always research science for update products quality

2000 2001 2007 2011

Build a new Cu Chi factory

Extend x2 Cu Chi factory & add research areas

Build new factory & research areas: West North

Since 2011, keep revenue ~1000 billion.Therestofbudgetisused forinvesting

andscienceresearch.

Keeping/DeliveringThe Promise

‘Kymdan’ always update new technology by the time. Ex: deodorant, no fire,no insect, no cancer …

For Healthy

StrengtheningThe Promise

Increasethewarranty:10years

Extendtargetmarket

Medical Resort

Services for grateful

New Product

Always base on focus healthy

Extend dealeresAll country: 50 dealeres (2015) – 70 dealers (2016)

THANK YOUTon Hao + Cong Dung + Quang Huy + Quang Minh