Branding strategy of smirn off vodka in viet nam market 2012 2015
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Branding strategy of smirn off vodka in viet nam market 2012 2015
Branding strategy of smirn off vodka in viet nam market 2012 2015
5 wo . fI RƯỜNG DẠI HỌC MÓ IP. HCM UNIVERSITY LIBRE BRUXELLESI IO CHI MINH CH Y OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBMM5Võ Minh ('hán 11BRANDING ST Branding strategy of smirn off vodka in viet nam market 2012 2015 TRATEGY OF SMIRNOFF VODKAIN VIETNAM MARKET 2012 - 2015IRlfriG eil HOC Mđ ĨP.HC.MTHƯVIỆNMASTER PROJECTMASTER IN BUSINESS AM) MARKETING MANAGEMENTTutor: Ph.I). Lê Nguyễn HậuHồ Chí Minh City2011AcknowledgementThis final project was prepared to complete the postgraduate that lead to the Master degree of Branding strategy of smirn off vodka in viet nam market 2012 2015 Business and Marketing program.Firstly. I would like to express my deepest thanks to Professor Lê Nguyên Hậu. as my tutor who had guided me a lot forBranding strategy of smirn off vodka in viet nam market 2012 2015
the thesis.I would like to thank to all Professors in the program who had given me knowledge, valuable information, and guidance through the course, 5 wo . fI RƯỜNG DẠI HỌC MÓ IP. HCM UNIVERSITY LIBRE BRUXELLESI IO CHI MINH CH Y OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBMM5Võ Minh ('hán 11BRANDING ST Branding strategy of smirn off vodka in viet nam market 2012 2015 Bywalski - the Coordinators of the program who helped US so much in corporation during the course about 2 years.I much appreciated to all my classmates, my friends and family for their encouragement, especially Phi Long who gave me full of supports from the beginning till the end.Last not least, I Branding strategy of smirn off vodka in viet nam market 2012 2015 thanked to Mr. Nguyễn Hữu Tri, the Brand Manager of Diageo. He is the one I can rely on, to access to information, to get the company supports to fulfBranding strategy of smirn off vodka in viet nam market 2012 2015
ill this project.AbstractVietnam, with a strong history of Russian relationship back in 1980s, has a strong vodka drinking habit established especiall5 wo . fI RƯỜNG DẠI HỌC MÓ IP. HCM UNIVERSITY LIBRE BRUXELLESI IO CHI MINH CH Y OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBMM5Võ Minh ('hán 11BRANDING ST Branding strategy of smirn off vodka in viet nam market 2012 2015 n the form of neat drink. The category is seen popular but not very clearly defined about image (driven by local vodka Hanoi brand) compared to brown spirits. We have seen Smirnoff activating as the next brand choice to trade up at this segment since FY09 with the annual growth rate of 68%.However, Branding strategy of smirn off vodka in viet nam market 2012 2015 as the only one imported vodka brand activating in beer gardens and restaurants without back-up communication in other more premium channels, SmirnoffBranding strategy of smirn off vodka in viet nam market 2012 2015
is now perceived not so cool as it’s recognized around the world. At the meantime, there is a wide range of local and imported vodka brands with Russ5 wo . fI RƯỜNG DẠI HỌC MÓ IP. HCM UNIVERSITY LIBRE BRUXELLESI IO CHI MINH CH Y OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBMM5Võ Minh ('hán 11BRANDING ST Branding strategy of smirn off vodka in viet nam market 2012 2015 just a small volume per brand. Despite the booming of social network society in Vietnam, Smirnoff has not utilized digital platform since so far the core consumers of vodka in general and Smirnoff in particular are LS2 and LS3 who are not internet savvy. In these years, Smirnoff was positioned as “A Branding strategy of smirn off vodka in viet nam market 2012 2015 ffiliation" to the segmentation LS 2 (Leverage Spirit Age 26 - 34 years old). This strategy seemed not fully right to be very successful in the marketBranding strategy of smirn off vodka in viet nam market 2012 2015
trend situation. And we see it at the result, Smirnoff took a very small market share about 1% in the total consumption more than 3 million 9 liter c5 wo . fI RƯỜNG DẠI HỌC MÓ IP. HCM UNIVERSITY LIBRE BRUXELLESI IO CHI MINH CH Y OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBMM5Võ Minh ('hán 11BRANDING ST Branding strategy of smirn off vodka in viet nam market 2012 2015 emented by TNS. together with the primary data, we will analyze the main reasons which caused those issues in activating Smirnoff brand in Vietnam, and I also proposed the brand strategy, toghether with the activities in details for the period 2012 till 2015 in Vietnam market.SUPERVISOR’S COMMENTS O Branding strategy of smirn off vodka in viet nam market 2012 2015 N THE FINAL PROJECTStudent name: vo MINH CHANH Program. MBMM5Title:BRANDING STRATEGY OF SMIRNOFF VODKAIN VIETNAM MARKET 2012 - 2015Comments:This studyBranding strategy of smirn off vodka in viet nam market 2012 2015
is a project which develops a marketing strategy for SMIRNOFF VODKA marketer to achieve its business goals in the next three years.The author has exe5 wo . fI RƯỜNG DẠI HỌC MÓ IP. HCM UNIVERSITY LIBRE BRUXELLESI IO CHI MINH CH Y OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBMM5Võ Minh ('hán 11BRANDING ST Branding strategy of smirn off vodka in viet nam market 2012 2015 objectives set forth in the study.By this w ork, the author has shown his deep understanding of the market and product, with rich secondary data collected and analysizcd by TNS and other sources. Although the proposed strategy deems to be appropriate and feasible, the author's limited ability to sh Branding strategy of smirn off vodka in viet nam market 2012 2015 ow the logical coherence between cxtcrnal/internal data analysis and the formation of strategy. This weakness may undermine the quality and convincingBranding strategy of smirn off vodka in viet nam market 2012 2015
ness of this project study.Anyway, this work achieves the standard of the program. 1 recommend it to be presented to the examination board.5 wo . fI RƯỜNG DẠI HỌC MÓ IP. HCM UNIVERSITY LIBRE BRUXELLESI IO CHI MINH CH Y OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBMM5Võ Minh ('hán 11BRANDING ST5 wo . fI RƯỜNG DẠI HỌC MÓ IP. HCM UNIVERSITY LIBRE BRUXELLESI IO CHI MINH CH Y OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBMM5Võ Minh ('hán 11BRANDING STGọi ngay
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