Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD

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Nội dung chi tiết: Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD

Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD

UNIVERSITY OF ECONOMICS HO ( HI MINH CITYInternational School of Business.......-oOo-........MASTER OF BUSINESS ADMINISTRATIONBRAND POSITIONING IN LG

Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD VINA COSMETICS LTDNGUYEN THI THANH TRUCHo Chi Minh City-2016CONTENTSABSTRACT.......................................................................1C

HAPTER 1 PROBLEM IDENTIFICATION...............................................21.1Company background.................................................. Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD

.....21.2Problem Symptoms.........................................................31.3The definition & importance of the problem......................

Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD

.........81.4Justify the existence of the problem.....................................91.5Potential causes of the problem and the justification.......

UNIVERSITY OF ECONOMICS HO ( HI MINH CITYInternational School of Business.......-oOo-........MASTER OF BUSINESS ADMINISTRATIONBRAND POSITIONING IN LG

Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD..............19Lack of qualified brand in charge person..................................21Wide target image.........................................

................22Conclusion chapter 1..........................................................23Cause and Effect Map................................ Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD

..........................19CH.APTER 2 ALTERNATIVE SOLUTIONS..............................................202.1Alternative solutions..................

Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD

.................................20Re-define the target image of Essance and measure the effectiveness of MKT activities.... 20Hiring new Brand Manage

UNIVERSITY OF ECONOMICS HO ( HI MINH CITYInternational School of Business.......-oOo-........MASTER OF BUSINESS ADMINISTRATIONBRAND POSITIONING IN LG

Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD.........................................................29CHAPTER 3 ACTION PLAN.........................................................29Conclusion

chapter 3..........................................................30APPENDIX A....................................................................31A Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD

PPENDIX B....................................................................35REFERENCES.............................................................

Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD

.......42LIST OF IMAGESImage 1.1: Fssance turnover over 2013-2015...........................................4Image 1.2: Number of buyers Essance compa

UNIVERSITY OF ECONOMICS HO ( HI MINH CITYInternational School of Business.......-oOo-........MASTER OF BUSINESS ADMINISTRATIONBRAND POSITIONING IN LG

Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTDpenetration compared to Maybclitrc’s..............................6Image 1.5: Essaiicc customers' age compared to its competitor. Maybclinc...........

..7Image 1.6: Value growth of Mainstream segment over 2015.............................10Image 1.7: Value contribution channels in Mainstream 2016.... Luận văn thạc sĩ UEH brand positioning in LC vina cosmetics LTD

.......................16Image 2.1: Nine functional areas of a brand manager.................................24

UNIVERSITY OF ECONOMICS HO ( HI MINH CITYInternational School of Business.......-oOo-........MASTER OF BUSINESS ADMINISTRATIONBRAND POSITIONING IN LG