Brand building and communication strategy for colokit, thien long group

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Brand building and communication strategy for colokit, thien long group

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉSOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENTMMC0M8TRAN THI MINH HAINGUYEN THI BICH THUANBRAND BUILDING

Brand building and communication strategy for colokit, thien long group & COMMUNICATION STRATEGY FOR COLOKIT, THIEN LONG GROUPMASTER FINAL PROJECTMASTER IN MARKETING AND COMMUNICATION MANAGEMENTIRrôilG CẠIHQC MÔ TP.HCMTHƯ

VIỆNAcademic Tutor: Prof. Hoang Thi Phuong ThaoPracticing tutor: Mr. Huynh Minh NhutHo Chi Minh City, 2015AcknowledgementsFirst of all, Wd would like Brand building and communication strategy for colokit, thien long group

to express our gratitude to Prof. Marianne Claes for her first guideline of the structure of this project.And then, we also give special note of than

Brand building and communication strategy for colokit, thien long group

ks to Mr. Huynh Minh Nhut for his practical guidance and Prof. Hoang Thi Phuong Thao Tor her academic guidance on this paper.We arc indebted to Mr. Tr

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉSOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENTMMC0M8TRAN THI MINH HAINGUYEN THI BICH THUANBRAND BUILDING

Brand building and communication strategy for colokit, thien long group of facts and figures presented in this project.We would like to take this opportunity to send our special thanks to all professor and staff of Solvay

Vietnam-Belgium and Open University, our families & friends, who have brought us invaluable support throughout.II!ÌCommitmentsWe, Tran Th’i Minh Hai Brand building and communication strategy for colokit, thien long group

and Nguyen Thi Bich Thuan commit -that we have written the ị project by ourselves based on the information collected from Thicn Long Group Corporation

Brand building and communication strategy for colokit, thien long group

and electronic sources..;This project is designed only for the academic purpose of the completion of our Master in Marketing and Communication Manage

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉSOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENTMMC0M8TRAN THI MINH HAINGUYEN THI BICH THUANBRAND BUILDING

Brand building and communication strategy for colokit, thien long group mmaryColokit is an Art Supply product brand belonging to Thien Long Group (TLG) -the Number 1 Company in the field of manufacturing pens and other off

ice products in I Vietnam in terms of revenue and production volume.ịWhile Colokit aspires to be the Number 1 Top of mind brand of Art Supply in Vietn Brand building and communication strategy for colokit, thien long group

am local market by 2018, the brand awareness is low (under 10%) and it does not have clear brand vision and brand identity to achieve that goal (TLG M

Brand building and communication strategy for colokit, thien long group

arketing Department, 2014).TLG’s Development Strategy Orientation (2014-2016) has outlined domestic market share expansion as their strategic growth s

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉSOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENTMMC0M8TRAN THI MINH HAINGUYEN THI BICH THUANBRAND BUILDING

Brand building and communication strategy for colokit, thien long group outstanding among others and win customer loyalty. It is also critical that CoIokit creates a brand relationship with target customers and end users

to maintain re-purchase and create word of mouth to attract new customers. Hence, without a complete branding strategy to be developed and executed, C Brand building and communication strategy for colokit, thien long group

olokit is challenged to maintain and grow market : share in domestic market.With the aforesaid reasons, brand building therefore becomes a critical is

Brand building and communication strategy for colokit, thien long group

sue for Colokit to close the gap between current situation and their marketing objective.

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉSOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENTMMC0M8TRAN THI MINH HAINGUYEN THI BICH THUANBRAND BUILDING