1496 RE-POSITIONING HIGHLANDS COFFEL

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1496 RE-POSITIONING HIGHLANDS COFFEL

MINISTRY OF EDUCATION & TRAINING UNIVERSITÉ LIBRE DE BRUXELLESHO CHI MINH CITY OPEN UNIVERSITY SOLVAY BUSINESS SCHOOLMBMM PROGRAMLe Thi Thanh Huyen“ON

1496 RE-POSITIONING HIGHLANDS COFFELNLINE ADVERTISING APPLICATION IN PROCTER&GAMBLE VIETNAM”FINAL PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENTTutor: Dr. Dang Ngoc DaiHo Chi Minh Cit

y-2007ACKNOWLEDMENTMay I take this chance to thank many people for making this project possible.I would like to thank my tutor. Dr. Dang Ngoc Dai for 1496 RE-POSITIONING HIGHLANDS COFFEL

his guidance and support throughout the end-course project and to my mentor. Mr. Dau Quang Phan for his encouragement advice and quick respond when I

1496 RE-POSITIONING HIGHLANDS COFFEL

need technical assistance.My thanks also go to the professors who involving in lecturing for supporting me in understanding my academic endeavor.I wou

MINISTRY OF EDUCATION & TRAINING UNIVERSITÉ LIBRE DE BRUXELLESHO CHI MINH CITY OPEN UNIVERSITY SOLVAY BUSINESS SCHOOLMBMM PROGRAMLe Thi Thanh Huyen“ON

1496 RE-POSITIONING HIGHLANDS COFFELetnam and Belgium program, especially. Mr. Bayen and Mr. Tran Anh Tuan for their strong collaboration in developing this course.TABLE OF CONTENTExecut

ive summaryChapter 1: IntroductionChapter 2: Online Advertising Overview2.1Internet characteristics2.2Internet comparison with other media2.3Online ad 1496 RE-POSITIONING HIGHLANDS COFFEL

vertising formats2.4Online advertising trends in the world2.5Vietnam online advertising market context2.5.1Internet penetration2.5.2Online advertising

1496 RE-POSITIONING HIGHLANDS COFFEL

trends in VietnamChapter 3: Business Environment Analysis3.1Market analysis3.1.1Market context3.1.2Target audience3.1.3Advantages of online advertisi

MINISTRY OF EDUCATION & TRAINING UNIVERSITÉ LIBRE DE BRUXELLESHO CHI MINH CITY OPEN UNIVERSITY SOLVAY BUSINESS SCHOOLMBMM PROGRAMLe Thi Thanh Huyen“ON