LV Thạc sĩ_Advertising methods of Thuong Dinh footwear company

ACKNOWLEGEMENTS I would like to express my heart felt gratitude to a great number of people who have played a part, in one or another, in helping me through this a graduation assignment Above of all, I would like to bring my sincere thanks to … It is him who turns the light in my mind on the way of finding knowledge and experiences It is true to say that how can I be a real adult with out him I am also deeply indebted to … whose encouragement, support, and line- byline comment have help me very substantially to finish this graduation assignment I am especially grateful to the staffs of Thuong Dinh Footwear Company who help me understand more about the company and its activities I would like to give my thanks to the librarians and the administrative staff of the Hanoi University of Business and Technology for their help and advices without these this assignment still is far from finished I would like to express my affectionate and deeply felt gratitude to my fellow classmates for their unfailing support when going was tough, for the joy and fun to relief the stressful moments Last but not least, I would like to express my sincere gratitude to my family for their moral and financial support Hanoi, August 15th, 2010 contents Introduction Advertising is one of industrial sectors which developing in Vietnam Recently, many companies have used advertising as a marketing tool to expand their market But I not know exactly what is advertising and how to use it effectively and properly? As I know adverting is very important role as a bridge between producers and customers It informs the features, characteristics and quality of a particular product or service Besides, it helps consumers know where, when, how to buy a product or a service they need I recognized its role when I studied the marketing subject at Hanoi University of Business and Technology The university is a good environment for me to develop my ability and knowledge But it is not easy to understand the target and methods of advertising clearly and exactly Therefore, I decided to research about the important role of advertising and the methods especially of ads which have brought profit for Thuong Dinh Footwear Company in my graduation assignment Like many other companies, Thuong Dinh Footwear Company also used advertising as marketing tool to attract attention of customers and expand its market Thuong Dinh Company specializing in heavy footwear export which was established for more than 50 years so that it has tried its best effort to spread its brand over the world So, what methods of advertising has it implemented? And what profits have these methods brought for the company? The questions would be responded in my graduation assignment My graduation assignment consists of three main chapters The first chapter is a theoretical background of advertising In this chapter, the definition of ads and the purposes of it will be shown Besides, I would like to write about the methods of ads which have been used by businesses and companies in recent years The second chapter is the main chapter of the graduation assignment In this chapter, overview of the Thuong Dinh Footwear Company will be shown Especially, it focuses on analyzing different methods of advertising of the company Besides, the effectiveness of advertising will be shown in this chapter The following questions will be answered: how much did the company spend on advertising and what methods of advertising could help it attract customers? The last chapter provides some recommendations to improve advertising methods The achievements and difficulties of Thuong Dinh Footwear Company are analyzed, and some suggested solutions are made After a few months carrying out searching and gaining information, I have achieved a lot of valuable knowledge I hope that my writing here with three main chapters will provide further understanding about advertising industry that has been growing fast in Vietnam CHAPTER 1: theoretical background 1.1 The definition of advertising Advertising is the business of drawing public to goods and services and is performed through a variety of media which is non personal presentation to attempt to persuade people to buy goods and services “English for business world” (2005-Education and training publish) It informs the customers about the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand Advertising paid message communicating through the various media by industry, business firms, nonprofit organizations, or individuals Advertising is persuasive, informational and designed to influence the purchasing behavior and thought patterns of the audience Advertising is a marketing tool and may be used in combination with sales promotions, personal selling tactics, or publicity Advertising is description or presentation of a product, idea, or organization, in order to induce individuals to buy, support, or approve of it And advertising is the activities of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media (http://www.answer.com/topic/advertising.) There are two kinds of advertisers such as commercial advertisers and noncommercial advertisers (http://www.en.wikipedia.org/wike/advertising.) Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages Advertising may be placed by an advertising agency on behalf of a company or other organization Non-commercial advertisers that spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement 1.2 The purposes of advertising The purpose of advertising is to tell the consumer about any new product or service or any new promotion on the existing product and service The basic purpose of advertising is to communicate the news to the user or the customer that there is something new in the market But when we go into the depth the advertising serves the source to persuade or attract customer about the product to a certain action which is usually to purchase a product The purpose of advertising is to describe the features and characteristics of product or service in the visual form so that the customer can understand it easily So the advertising has become an important factor for the business today Briefly, the advertising has following purposes: To attract new buyers and try to expand customer base To compete in the market To create an organization’s recognition among consumers To promote subsidiary or product manufactured by the same company To increase the sale of a particular product To carry out public relations and public service program A good advertisement persuades the customer to the final purchase and keeps them motivated to a certain action So advertising has an important role in the today's business The advertising not only persuades the customer to buy but also gives them the options that can be considered when they go to purchase to distinguish the products among many So when the customer goes to purchase any thing he will once think about it that there is a certain product with certain features 1.3 The methods of advertising (http://www.managementhelp.org/pblc-rel/basics.htm) 1.3.1 Television advertising Television gives viewers visual representations of products or services Advertisers pay television companies to advertise products through commercials during movies, popular TV series, news broadcasts or sports events The more viewers a television broadcast has, the more an advertising spot during that broadcast will cost Products advertised on television can include anything from a home security system to a tube of toothpaste, a restaurant or even a political view But many people don not even consider television ads because of the impression that the ads are very expensive They are more expensive than most of major forms of advertising However, with the increasing number of television networks and stations, businesses might find good deals for placing commercials or other forms of advertisements Television ads usually are priced with similar considerations to radio ads, that is, the number of ads, the length of ads and when they are put on the air 1.3.2 Radio advertising Radio advertising works the same as television advertising in that businesses pay for spots Radio advertising usually relies on popular slogans to promote products or services Many consumers will recognize a product due to a slogan that a company has coined Besides, a major advantage of radio ads is they are usually cheaper than television ads, and many people still listen to the radio, for example, when in their cars A major consideration with radio ads is to get them announced at the time that your potential customers are listening to the radio 1.3.3 Press advertising * Newspapers: Almost everyone read the local, major newspapers Newspapers can be delivered to your home or your business Types of ads in newspapers vary Classified ads can advertise jobs, sales, or business promotion Specially, you can get your business in the newspaper by placing advertises, writing a letter to the editor or working with a reporter to get a story written about your business Advertising can get quite expensive Newspapers are often quite useful in giving advice about what and how to advertise * Magazine: Magazine types vary widely, ranging from beauty to insurance, education and even crafting Because magazines are aimed toward certain audiences, they give businesses ways to target specific types of consumers For example, a beauty magazine will feature more beauty products, such as perfume or makeup, and advertisers will promote their newest products An automobile magazine will include advertisements for car-accessories makers, automakers, or car-part stores Consider placing an ad or writing a short article for the magazine Contact a reporter to introduce yourself Reporters are often on the look out for new stories and sources from which to collect quotes 1.3.4 Online advertising Online advertising is a form of promotion that uses the internet and worldwide web for the expressed purpose of delivering marketing messages to attract customers Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, social network advertising … Online advertising market grows rapidly in Vietnam: foreign researchers Vietnam’s online advertising market has posted a higher growth rate than the global average, according to Cimigo, an independent team of marketing and brand research specialists in the Asia-pacific region In its ‘Vietnam’s online advertising revenue report 2009’ released recently, Cimigo said that the total revenues from online advertising in the country in 2009 were estimated at us $ 15.5 million, up 71 percent from the previous year * E-mail messages: These can be wonderful means to getting the word out about your business Design your e-mail software to include a "signature line" at the end of each of your e-mail messages Many e-mail software packages will automatically attach this signature line to your e-mail, if you prefer *Web papers: You probably would not have seen this means of advertising on a list of advertising methods if you had read a list even two years ago Now, advertising and promotions on the worldwide web are almost commonplace Businesses are developing web pages sometime just to appear up-to-date Using the web for advertising requires certain equipment and expertise, including getting a computer, getting an internet services provider, buying a website name, designing and installing the website graphics and other functions as needed (for example, an online store for e-commerce), promoting the website (via various search engines, directories, etc.),and maintaining the website * Yellow pages: The yellow pages can be very effective advertising if you ads are well-placed in the directory’s categories of services, and the name of your business is descriptive of your services and/or your ad stands out (for example, is bolded, in a large box on the page, etc.) The phone company will offer free advice about placing your ad in the yellow pages They usually have special packages where you get a business phone line along with a certain number of ads * Direct mail: Mail sent directly from you to your customers can be highly customized to suit their nature and needs You may want to build a mailing list of your current and desired customers Collect addresses from customers by noticing addresses on their checks, asking them to fill out information cards, etc Keep the list online and up-to-date Mailing lists can quickly become out-of-date Notice mailings that get returned to you This should be used carefully and it can incur substantial cost, you don't want to inundate your stakeholders with information so make the most of your messages * Online discussion groups and chat groups: As with e-mail, you can gain frequent exposure to yourself and your business by participating in online discussion groups and chat groups Note, however, that many groups have strong ground rules against blatant advertising When you are joining in a group, always check with the moderator to understand what is appropriate 1.3.5 Posters and bulletin boards: (billboards): Bill-poster is one of the advertising methods which are used by companies popularly Bill-poster is a large notice, often with a picture on it, that is put in a public place to advertise something (Oxford Advanced Learner’s Dictionary) Posters are large structures located in public places which display advertisement to passing pedestrians and motorists Posters can be very powerful when placed where your customers will actually notice them But think of how often you’ve actually noticed posters and bulletin broads yourself Your best bet is to place the posters on bulletin boards and other places which your customers frequent, and always refresh your posters with new and colorful posters that will appear new to passers by Note that some 10 Note: • Deputy General Director No1 is responsible for technology development, industrial designs, and management system • Deputy General Director No2 is responsible for importing and exporting • Deputy General Director No3 is responsible for manufacturing and quality • Deputy General Director No4 is responsible for administration, security, healthcare and facilities 2.1.4 Thuong Dinh’s structure of products Major products of Thuong Dinh are canvas shoes, sport shoes, and sandals Among them, canvas shoes are Thuong Dinh’s traditional product with various designs and sizes Though canvas shoes still occupies great ratio in its productivity, Thuong Dinh is now finding other markets for its products by upgrading its designs to produce many kinds of canvas shoes with diversified colors and designs Besides that, Thuong Dinh has introduced its sports shoes Till now they have been key products for Thuong Dinh to control Vietnam and oversea shoes market We could see some of kinds sport shoes of Thuong Dinh as the following: 17 2.2 The advertising methods of Thuong dinh Footwear Company 2.2.1 Online advertising As mentioned in chapter 1, part 1.3.4, online advertising is one form of advertising offers high efficiency for businesses And the advertising method has been used widely in recent years It is easy to visit Thuong Dinh Company web site at www.Thuongdinhfootwear.com.vn This form of advertising has a few strengths is expressed specifically in the chart below: Chart 2: Top 10 total strengths of the Internet as an advertising medium (The figures reflect greatest strengths and other strengths mentioned by advertisers of Thuong Dinh Company) * Strengths: Advertising on main web is growing day by day If you want to buy a product or a service and you want to search information about any products or services, you should surf main web of the company Therefore, Thuong Dinh 18 Footwear Company used its main web in order to inform its products and its services for customers Therefore, the main web has a lot of strengths First of all, its main web can help customers find information about the company and its products easily and quickly You can surf web and search anything you want on the internet Besides that you can find out the products and services on the main web The third is the main web could be supplied for you the image and price of its products with diversified colors, designs If you have any questions, you could call the hot support line via the main web So, its main web is an advertising tool of the company which plays important role for spreading and improving of the company I can say that because the main web is alike a hot linking wire between the company and its customers Everyday, the number of people who surfs the main web of the company is very large about 213,334 times, this can show that customers also pay attention to the company and its products I feel Thuong Dinh Company has used main web as an advertising tool is very effective and proper Because information technology is booming day after day, people could purchase and trade on the internet So that it is very difficult to spread market if you not use internet An American customer also can know about the Thuong Dinh Company and its product if he surfs web In brief, advertising on the main web is very useful and convenient for customers and company The main web is easy to use and it brings high benefit both sides Moreover, most of us know that cost of advertising is not cheap But to establish a main web, it only spends a little expenditure So that the company should choose a proper method in order to popularize its products, logo and brand … 19 Chart 3: Top 10 weaknesses of the Internet as an advertising medium (The figures reflect greatest weaknesses and other weaknesses mentioned by advertisers of Thuong Dinh Company) Besides the above strengths, online advertising has some weaknesses is expressed specifically in the chart below: * Weaknesses: But its main web not only brings advantages but also brings disadvantages for the company The weakness of the main web is when the company sees the access times on its main web it does not mean that the number of customers will buy its product They can surf web for any reasons such as entertainment, market survey… in the number of people who surfs main web of the company is also its competitors They want to find out about price, design, color of its products…So that they can launch competitive marketing and advertising campaign In general, establishing a main web of the company is very effective to advertise about its products and its achievements Main web of the company plays a crucial role as a bridge between the company and customers 20 2.2.2 Advertising by show-cases in the Trade Fair and Exhibition Trade Fair and Exhibition are destinations of customers who want to find out and purchase a new product or service on the market So that Thuong Dinh Company has chosen effective method which is to display its products in Trade Fair and Exhibition in order to introduce its products to customers In fact, the company took part in a lot of domestics and international Trade Fairs and Exhibitions The advertising method has brought several strengths as the follow: * Strengths: Through the Trade Fair and Exhibition which were hold in door and out door, its products not only paid attention to customers but also won many awards and gold, silver medals Up to now, the company has received a lot of awards and medals In 2005, the company achieved 03 gold medals for 03 sport shoes in the Golden Fair towards 1000 years – Thang Long Hanoi Like this, through Trade Fair and Exhibition, products of the company were shown and paid attention of the customers Besides, the company could spread its market and confirm its brand on international market via those awards and medals So that customers can trust in products of the company because they have been appreciated highly by specialists In brief, Thuong Dinh Company not only popularizes its products but also confirms its position on international market through participating the Trade Fair and Exhibition in domestic and oversea The Fair and Exhibition are good and fair playgrounds for Thuong Dinh Company In addition, it is a useful advertising method which brings back a lot of benefit for the company The benefit is very difficult to estimate, it is not only profit or material but also reputation for the company So that, the reputation and brand of the Thuong Dinh Footwear Company is growing day by day through taking part in the Fair and Exhibition 21 * Weaknesses: On the other hand, advertising through showcases in Trade Fair and Exhibition also has weaknesses as the following: • Customers who know about products of the company are not much • Not widespread • High expenditure 2.2.3 In-store advertising methods In-store advertising is any advertisement placed in a retail store It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters, eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays In-store advertising is one of advertising methods which the Thuong Dinh Company frequently used to advertise It is very easy to see products of the company at 277- Nguyen Trai Street- Thanh Xuan Dictrict- Hanoi, 53 Tran Quang Dieu- 14 Street- District- Ho Chi Minh and 426 Hung Vuong- Da Nang City Beside that, the company has 45 show shops around Vietnam with sample products such as sport shoes, fashion shoes KK2009-1, HV 2009-2, HV 2009-3 The advertising method has its own strengths such as: • Little expenditure • Customers can see the products directly • Utilizing employees in the store On the other hand, the advertising method also has weaknesses as the following: • Not attracting a lot of customers on large scale • Spending so much time • Non-common • Not highly effective 22 2.2.4 Advertising by other advertising methods Without above ads methods, Thuong Dinh used other methods such as leaflets, newspaper, word of mouth… Chart 4: The percentage of advertising methods which the company used From the chart 4, we can see that Thuong Dinh Footwear Company combined a lot of advertising methods in order to promote product and expand market reach best performance With 31% of online advertising that the company is interested in modern forms of advertising Besides, the company also used 27% in-store advertising It is a kind of advertising in the traditional In addition, the company is focused on advertising in the booth fairs and exhibitions with 25% We found that the company combined modern and traditional advertising methods to reach high result 2.3 THE BUSINESS SITUATION OF THUONG DINH FOOTWEAR COMPANY As mentioned in chapter 2, part 2.2, Thuong Dinh Company used the other advertising methods to attract customers And they have brought effective results for the company 23 In recent years, Thuong Dinh Company is improving production and expending its market We could see the finance situation of the company through below table Table 1: Financial graduation assignment Term Unit Industrial Production Billion VND 2006 2007 2008 205 230 245 Value Turnover Billion VND 145 150 160 Export- Turnover Million USD 7,55 8,52 10,3 Profits Billion VND 1,52 2,23 2,64 In the financial graduation assignment, we must consider two main turnover and profits Thuong Dinh’s turnover increased remarkably each year, especially between 2006 and 2007 This trend continued to the year 2008 As per the financial graduation assignment we can see that profits increased by 31.8 % between 2006 and 2007, and 18 % between 2007 and 2008 The numbers indicate that Thuong Dinh’s profits increased annually Moreover, export-turnover of Thuong Dinh boosted remarkably From 2006 to 2007 increased 11.3 % And it was up to 17.3 % between 2007 and 2008 This means that, export-turnover of the company increased rapidly year by year From these, we can recognize that the company is developing day by day And it is expending market throughout the world therefore advertising plays important role Advertising helps company close to domestic and oversea customers and it has important contribution to increase turnover of company But the fact is that the advertising methods of company not gain target result So that the company should invest budget in order to develop advertising campaign Chapter 3: recommendations for developing Thuong dinh Footwear Company 24 3.1 Achievements Thuong Dinh Footwear Company was established over 50 years ago and it has built customers’ trust In fact, Thuong Dinh Company has some achievements Overcoming much hardship and challenges, Thuong Dinh Company built a reliable brand and its market share The company’ products meeting demands: sport, picnic, fashion shoes, safety working shoes account for 20% in the domestic market share It explains with 01 branch in Ho Chi Minh City and 03 General Agencies in North, Center, South of Vietnam and 45 shops and showrooms of the company in Cities and Provinces In addition, the company’ products were exported to Eastern Europe market from 1961 And from 1985 up to this time, the main export market of Thuong Dinh Shoes have been EU, America ( Canada, Brazil, USA…) and some Asia countries such as Japan, South Korea… In order to expand its market, the company used advertising methods successfully such as main web, show-cases, words of mouth, leaflets… the company spent little budget on advertising but the effectiveness is good In recently, the number of customers know about Thuong Dinh’s brand name is about 50-60 million people through advertising and using products So the consumption of products is better day by day The company could be increased its revenue in recent years Therefore we highly appreciate advertising methods which have made customer know about Thuong Dinh Company The company not only has spread market share but also has upgraded equipment and technology It invested in expanding the production capacity from to 10 production lines It increased production capacity from 5-6 million pairs of shoes in 2007 to pairs of shoes in 2010 The company always pays attention to continuous improvement and investment in improving the efficiency of machinery, harmonized application 25 of available technology and new technology and diversifying products The company could take a chance to build good relationship with foreign partners In order to expand the market share, it must establish good relationship with foreign partners such as Japan, Korea, Canada, America… This plays a crucial role in developing and spreading the company In addition, the company identifies that the customer’s demand changes day by day therefore in order to meet customer’s demand it must upgrade and improve the skill of workforce Annually, the company opens the training courses and invites experts in teaching for employees In brief, Thuong Dinh Company has gained a lot of achievements in many aspects: advertising, product quality, equipment-technology, skill workforce, … the company will improve its product quality to expand the export market and in order to it, advertising should be focused by the company much more 3.2 Difficulties Besides achievements, there are a lot of difficulties for Thuong Dinh Company Although the company used quietly some advertising methods but these ones did not bring effectiveness that the company set They did not spend a lot of money but spent much time To build good reputation is very long time, but nowadays information technology develops day after day so that time is alike golden There are some difficulties as the follow: Firstly, budget for advertising is so little, therefore, the company is not able to advertise on TV As I know, the average price for making a film section (3060 seconds) for advertising on TV Table 2: The average price for making a film section (30- 60 seconds) for advertising on TV Type of company Domestic company Price(USD) 3000 26 Joint-venture company Foreign company 3500 4000 So that we can recognize that the cost of advertising on TV is expensive It demands a large investment for advertising Secondly, the company has no an advertising department so that it did not use many modern advertising methods It also did not change and create new advertising programs This affects to product consumption of the company Thirdly, because the company only has expert workforces, has no advertising employee as a result the company always uses old and traditional advertising methods But on the market, the competitors use modern and traditional advertising methods so that it brings back more profits 3.3 Recommendations Each of company has its own measures to improve company The measures depend on finance, business, development …situation of any companies As I know Thuong Dinh Company is having a plan to spread market To it, the company must be concentrated on advertising its product to new market The advertising methods which it should be used are • Advertising in mass media • Advertising through customers and consumers • Advertising through sale discount • Advertising on the internet • Advertising by sponsoring football matches • Street furniture advertising Each of advertising methods has its own strengths and weaknesses so it is very difficult for the company to combine between traditional ads methods and modern ones in order to gain effective result 27 I really concentrate on advertising by sponsoring football matches because you know Thuong Dinh Company is known with sport shoes and canvas shoes so that if the company sponsors for football matches and provides sport shoes for football players, it will be well known And Thuong Dinh brand name will be famous not only for players but also for football fans Although it takes a lot of budget, it could bring profit much more times It is considered an interesting investment In addition, advertising in mass media such as TV and radio is appreciated As you know, through advertising on TV and trade promotion, Coca Cola has succeeded in Vietnam market Because advertising on TV makes Coca Cola to be close to customers Company could build trust to customers day by day Besides using advertising methods, the company can improve by opening the consumption departments, agents… to introduce products of the company in Hai Phong, Ha Tay, Vinh areas But in order to this, it is very important for the company to survey and research these markets This could help company find out advantages and challenges in order to make a good decision Apart from that, an advertising department should be established by Thuong Dinh Company Because advertising department could make creative advertisements that are suitable to today advertising demand The department could help company establish an advertising campaign which is very effective to make well-known for the company Moreover, the company should find out the advertising method which brings a lot of benefits for company and then continue to develop the advertising method And the company should combine the strengths of many kinds of advertising methods to create a new advertising campaign which is both suitable for budget of the company and attracts customer attention I totally appreciate the PR (public relationship) Because advertising on medium is developing so franticly Meanwhile, the PR is rather new concept and is seen as a relatively effective tool for creating an image of our business 28 in public The two keywords of PR is "mutual understanding" and "public." Mutual understanding and bilateral relations are very important to bring success to PR This is not just the business communication to the public, his message, but also includes business listen to the voice of the public Many business people consider the media as a one-way flow of information emanating from them, and forget to listen to the market Therefore, PR is one form of advertising gets high result More importantly, the company must concentrate on improving technology, production lines, design, skills of workforces to upgrade quality of products in order to meet customers’ demand 29 Conclusion Advertising is one of marketing tools that brings advantages if company knows how to use it effectively But it can also bring disadvantages for company if company does not know to choose suitable advertising method These days, advertising is not too new and unknown for Vietnamese, therefore, it is very important for Vietnam companies how to find out advertising methods which is suitable to finance of company and get good result This small field study graduation assignment has not covered activities but it has shown the readers the performance of the Thuong Dinh Footwear Company specially advertising situation Through background of the company, the reader can understand foundation and development of Thuong Dinh Company By this graduation assignment, you can not only know all kinds of ads methods that Thuong Dinh used but also know what effectiveness it brings This achievements and difficulties that Thuong Dinh faces will show you where Thuong Dinh is heading in the near future The challenges still remain considerable but more and more opportunities arise I hope that with a clear vision, Thuong Dinh will overcome difficulties and gain more and more customers for making its operations more successful As a member of the footwear industry in Vietnam, Thuong Dinh plays a small part to improve national economy And I strongly hope that my recommendations in this graduation assignment can help Thuong Dinh work more effectively in some ways 30 REFERENCES • http://www.thuongdinhfootwear.com.vn • Thuong Dinh’s financial report(2006, 2007, 2008) • Oxford Advanced Learner’s Dictionary • http://www.Ebook.com.vn • http://www.en.wikipedia.org/wike/advertising • http://www.answer.com/topic/advertising • http://www.managementhelp.org/pblc-rel/basics.htm 31 ... Overview of Thuong dinh Footwear Company 2.1.1 Background of Thuong Dinh Footwear Company • English name: Thuong Dinh Footwear Company • Kind of enterprise: One-Member-State-Owned-Limited Company. .. of Thuong Dinh Footwear Company through logo of the company In 1988 Thuong Dinh Company trademark was issued and protected by Vietnam National Office of Industrial Property under the number of. .. role of advertising and the methods especially of ads which have brought profit for Thuong Dinh Footwear Company in my graduation assignment Like many other companies, Thuong Dinh Footwear Company