There are many issues to discuss in case of Dutch Lady - the company gained big achievements in recent years.First is marketing strategy of Dutch Lady. Since the time the country move toward a market oriented economy with more competition from foreign brands, Dutch Lady has focused on an effective marketing 4P strategy as we analyzed in this study, that cause Dutch Lady to be competitive to other firms such as Vinamilk, TH True Milk, etc.Second is the issue of protecting consumer interests as children. Children's rights are everything children need to live and grow up healthy and safe. Children's rights aims to ensure that children are not only passive recipients of adult kindness, but that they are active participants in their own development. Therefore, children milk products need to support them to develop and improve height and intelligence

Dutch Lady, Marketing 4P Strategy, Protecting Consumer Interests, Children.