Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

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Nội dung chi tiết: Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITE LIBRE DE BRUXELLESSOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENTMMC0M8NGUYEN THI MINH PHUONG VU THUAN NG

Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share GHIINTEGRATED MARKETING COMMUNICATION PLAN FOR NUMBER ONE ENERGY DRINK TO INCREASE BRAND AWARENESS ANĐlMẠRKET SHAREIWfaSWMCHdTEBCMTHƯVIỆNMASTER FINAL

PROJECT MASTER IN MARKETING AND COMMUNICATION MANAGEMENTHo Chi Minh City (2015)Y1EXECUTIVE SUMMARYVietnam Energy Drink market is highly competitive. N Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

umber One from Tan Hiep Phat has faced direct and indirect competitors such as Sting, Red Dragon, Livopitan, 7Up Revive, etc to maintain its position

Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

in the market. Marketing communication is an effective tool for company’s success and reach to consumer. The objective of this project is to analyse c

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITE LIBRE DE BRUXELLESSOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENTMMC0M8NGUYEN THI MINH PHUONG VU THUAN NG

Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share in next year.Currently, Number One Energy Drink has distinct flavor: Regular, Strawberry and Lemon and arc available in Glass, Pet and Can to satisfy

the consumer need. Ils target audiences arc young people who lead an active lifestyle and need an energy boost for their physical and mental performan Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

ce in full day of work and play. According to the analysis of situtation and current marketing communication actitivies, Number One Energy Drink has h

Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

igh awareness (73%) but top of mind of awareness was quite low (18%). Number One Regular has highest awareness among target audiences. Number One Stra

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITE LIBRE DE BRUXELLESSOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENTMMC0M8NGUYEN THI MINH PHUONG VU THUAN NG

Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share h as communication campaign’s duration, its coverage, the effectiveness of key marketing messages to attract customer. The effective source of awarene

ss of Number One Energy Drink has been from advertising (TVC, Press), followed by word of mouth. In term of consumer habit, brand and taste are factor Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

s are the important factor affecting to consumer buying behavior.To increase market share in next year, an effective integrated marketing communicatio

Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

n plan is proposed based on the holes of current marketing communication activities and mainly target to the first audience which is student and teena

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITE LIBRE DE BRUXELLESSOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENTMMC0M8NGUYEN THI MINH PHUONG VU THUAN NG

Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share y for a set of three number one energy drink product mix, instead of for each product.iiỉTABLE OF CONTENTSACKNOWLEDGEMENT.............................

................iEXECUTIVE SUMMARY..........................................iiTABLE OF CONTENTS.........................................iiiLIST OF FIG Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

URES.............................................VLIST OF TABLES..................‘.........................viiCHAPTER 1. INTRODUCTION................

Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

.....................11.1.BACKGROUND INFORMATION...............................11.2.PROJECT OBJECTIVE AND RESEARCH QUESTIONS.............21.3.RESEARCH

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITE LIBRE DE BRUXELLESSOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENTMMC0M8NGUYEN THI MINH PHUONG VU THUAN NG

Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share ...........3CHAPTER 2.THE0R1TICAL FRAMEWORK.............................52.1.THE CONCEPT OF INTEGRATED MARKETING COMMUNICATION.....62.1.1.Definition..

......................................62.1.2.Key features of IMC...............................62.1.3.IMC Tools....................................... Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

..72.3.4.1MC Planning Process...............................82.2.BRAND AWARENESS.....................................102.3.CONSUMER BEHAVIOR AND DECIS

Integrated marketing communication plan for number one energy drink to increase and brand awareness and market share

ION MAKING...............11CHAPTER 3. OVERVIEW OF VIETNAM ENERGY DRINKS MARKET AND

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITE LIBRE DE BRUXELLESSOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENTMMC0M8NGUYEN THI MINH PHUONG VU THUAN NG