Current situation and solutions of Marketing mix activities at Diana Diaper Company Limited

CONCLUDE

Taking the customer as the center, customer service is the driving force of product consumption activities. Using the methods of analysis and synthesis, induction and elimination, in this topic I have focused on researching three major contents:

Theory of applying Marketing Mix in product consumption activities. This theory takes the view that customers are at the heart of all business activities of the company, all business activities of the company must originate from customers and be oriented towards customers. Therefore, the entire content of applying Marketing Mix in product consumption activities is to serve customers in the best way.

On that theoretical basis, analyze and evaluate the positive aspects as well as the limitations of applying marketing mix in product consumption activities at Diana company.

From the above analysis results, propose some directions and solutions to apply Marketing Mix to maintain, strengthen and promote the strengths and overcome the weaknesses of the company.

Maybe you are interested!

Hopefully the above research can contribute a small part to the business practice of Diana company.

Due to limited level, moreover, this is a new research topic, time and research conditions are limited, this thesis certainly cannot avoid shortcomings. We look forward to receiving comments from teachers and friends.

REFERENCES

1. Marketing Management – Philip Kotler

2. Basic Marketing Textbook – Associate Professor, Dr. Tran Minh Dao

3. Report of General Statistics Office

4. Documents of Diana Company's Sales Department

5. Some reference theses of seniors

6. Diana Company Website

INDEX

FOREWORD 1

I. Concept and role of Marketing Mix in business activities..4 1. Concept of Marketing Mix 4

2. Main contents of Marketing Mix 5

2.2 Pricing policy 6

2.3 Distribution policy 14

2.4 Sales promotion policy 19

II. Factors affecting the application of Marketing Mix in business sales activities. 27

1. Macro factors. 27

1.1 Socio-cultural environment 27

1.2 Political and legal environment 28

1.3 Economic environment 28

1.4 Technological environment 29

1.5 Competitive environment 29

1.6 Customer 30

2. Factors of the internal business environment 30

2.1 Financial factors 30

2.2 Human factors 31

2.3 Intangible factors (intangible assets) 31

CHAPTER II: CURRENT STATUS OF APPLYING MARKETING MIX IN BUSINESS ACTIVITIES OF DIANA COMPANY. 33

I. Introduction to Diana 33 Company Limited

1. The formation and development process of the company 33

1.1 Some breakthroughs in Diana's production compared to other businesses in the same industry 34

1.2 Unique advantages of DIANA 37

1.3 Social activities 38

2. Mission, objectives and business scope of the company 38

2.1 Mission 38

2.2 Goal 39

2.3 Business scope 39

3 Some results of the company's production and business activities 39

3.1 The company's business performance from 2003-2006 39

3.2 Implementation status of the company's sales plan 40

3.3 Indicators reflecting business performance. 41

II. Factors affecting the application of Marketing mix in production and business activities of Diana 42 Company Limited

1. Macro environment 42

1.1 Economic factors group 42

1.2 Group of political-legal factors 43

1.3 Technology factors group 43

1.4 Group of socio-cultural factors 44

1.5 Group of factors on globalization and integration 44

2. Industry environment 45

2.1 Competition in the industry 45

2.2 Customer 45

2.3 Supplier 46

2.4 Trade unions, government and pressure groups 46

2.5 Level of competition among businesses in the industry 47

3. Internal business analysis. 50

3.1 Technology 50

3.2 Marketing Capacity 52

3.3 Human resources 53

III. Current status of applying Marketing mix in business activities of Diana 54 Company Limited

1. Product policy 54

1.2 Diana super absorbent 54

1.3 Diana soft 54

1.4 Diana 4-teen 54

1.5 Libera 54

1.6 Diana daily 54

1.7 Diana night 54

1.8 Diana mama. 55

1.9 Bobby soft diapers 55

1.10 Bobby fresh diapers 55

1.11 New born 1 and 2 diapers 55

1.12 Diana Care Wet Wipes 56

1.13 Diana All Care Wet Wipes 56

1.14 Bobby Care Wet Wipes 56

2. Pricing policy 58

3. Distribution policy 58

4. Trade promotion strategy 59

IV. General assessment of the current status of applying Marketing Mix in business activities of Diana 61 Company Limited

1. Market share of Diana and its products in markets in Vietnam 61

2. Existing limitations 63

CHAPTER III: SOME SOLUTIONS TO IMPROVE THE EFFECTIVENESS OF MARKETING MIX IN THE BUSINESS ACTIVITIES OF DIANA COMPANY 66

I. General proposal 66

II. Development orientation of Diana Company Limited in the next 5 years 67

1. Company's goals for the next 5 years 67

2 Mission of Diana Company in the next 5 years 68

III. Some solutions to improve the effectiveness of Marketing mix in business activities of Diana 68 Company Limited

1. Build a separate Marketing department 68

1.1 Basis for proposal 68

1.2 Contents of measure 69

2. Build a Marketing Mix program for the target market...72

2.1 Product strategy 73

2.2Distribution strategy 78

2.3 Promotion strategy 79

2.4 Pricing strategy 85

CONCLUSION 89

REFERENCES 90

Current situation and solutions of Marketing mix activities at Diana Diaper Company Limited - 20

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