THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM
THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM
Pw [*]TRƯỜNG ĐẠI HỌC MỞ TP. HCM HO CHI MINH CITY OPEN UNIVERSITYUNIVERSITE LIBRE DE BRUXELLESSOLVAYS BRUSSELS SCHOOL ECONOMIC & MANAGEMENTMMA6PHAM THI THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAMI THUY HANG LUU THI HANHMaster Project of MASTER IN MARKETING AND ADVERTISING Tutor's Name: SERGE BYWALSKITHE STRATEGY TO WINTHE STRATEGIC NEWBORN SEGMENT IN VIETNAMHO CHI MINH CITY [2013]pTHE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM
Advertising of Solvays Brussels School. No substance was used or would be for any other purpose.Pa0f [5]We would like to express our appreciation to Pw [*]TRƯỜNG ĐẠI HỌC MỞ TP. HCM HO CHI MINH CITY OPEN UNIVERSITYUNIVERSITE LIBRE DE BRUXELLESSOLVAYS BRUSSELS SCHOOL ECONOMIC & MANAGEMENTMMA6PHAM THI THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM]: A deep thanks to my parent for their simply unconditional love and supports[Luu Thi Hanh]: Great thanks to Mom & Dad for their encouragement along the way!p^f [4]ABSTRACTEntering Vietnam market in 2000, Huggies has been very successful as a market leader in baby diapers category with an extremely THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM strong growth every year. In 2008 while most of the businesses suffered from the global economic crisis, Huggies made an impressive record that grewTHE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM
100% sales volume and value versus 2007. In 2009, with the launch of Huggies® Dry Pants - convenient and affordable diapers pants - Huggies became thePw [*]TRƯỜNG ĐẠI HỌC MỞ TP. HCM HO CHI MINH CITY OPEN UNIVERSITYUNIVERSITE LIBRE DE BRUXELLESSOLVAYS BRUSSELS SCHOOL ECONOMIC & MANAGEMENTMMA6PHAM THI THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAMating leadership at more than 40% market volume share in total baby diapers category (TA/S Baby Panel Q3 2009). Yet, the situation has changed. In two recent years with the very fierce competition from both international and local competitors such as Bobby (DianaUnicharm) and Pampers (P&G), Huggies THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAMhas been loosing its leadership to Bobby, 32.4% vs. 44.2% volume share respectively (ACN Retail Audit MAT Sep 2012).One critical fact is that Bobby haTHE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM
s been led the market dominantly for years in the newborn segment with 87% volume share (ACN Retail Audit MAT Sep 2012) and its success in this entry Pw [*]TRƯỜNG ĐẠI HỌC MỞ TP. HCM HO CHI MINH CITY OPEN UNIVERSITYUNIVERSITE LIBRE DE BRUXELLESSOLVAYS BRUSSELS SCHOOL ECONOMIC & MANAGEMENTMMA6PHAM THI THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM joined the newborn playground after Bobby but after 5 years launching the product, Huggies Nappy actually doesn’t have any big improvement. On the contrary, Bobby Insert, which already has a dominant volume contribution, keeps growing with a very good trend.The purpose of this thesis is to formulat THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAMe a right strategy for Huggies brand in the newborn segment - the strategic point-of-entry segment of baby diapers category. In order to achieve this,THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM
a deep analysis has been invested with the data supports from desk, primary and secondary researches to really understand the internal situation as WPw [*]TRƯỜNG ĐẠI HỌC MỞ TP. HCM HO CHI MINH CITY OPEN UNIVERSITYUNIVERSITE LIBRE DE BRUXELLESSOLVAYS BRUSSELS SCHOOL ECONOMIC & MANAGEMENTMMA6PHAM THI THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAMlysis (SWOT and 6C). Finally a long-term marketing strategy is recommended with the treatments for the basic 4Ps and a detailed actionable plan for the year 2013.Pa#<- [ỵjTABLE OF CONTENTPageLIST OF SYMBOLS & ABBREVIATIONS7LIST OF CHARTS & PICTURES8PARTI: DESCRIPTION101. The Landscape Overview102. H THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAMuggies Newborn Case Description13PART II: SITUATION REVIEW & ANALYSIS251. Target Customer Analysis252. Huggie Nappy Performance Review293. CompetitorTHE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM
Analysis334. Environment & Category Analysis39Pw [*]TRƯỜNG ĐẠI HỌC MỞ TP. HCM HO CHI MINH CITY OPEN UNIVERSITYUNIVERSITE LIBRE DE BRUXELLESSOLVAYS BRUSSELS SCHOOL ECONOMIC & MANAGEMENTMMA6PHAM THIPw [*]TRƯỜNG ĐẠI HỌC MỞ TP. HCM HO CHI MINH CITY OPEN UNIVERSITYUNIVERSITE LIBRE DE BRUXELLESSOLVAYS BRUSSELS SCHOOL ECONOMIC & MANAGEMENTMMA6PHAM THIGọi ngay
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