A Marketing plan to increase brand awareness of Moller's Tran in Vietnam
Nguyen, Thi (2014)
Nguyen, Thi
Kymenlaakson ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201502112098
https://urn.fi/URN:NBN:fi:amk-201502112098
Tiivistelmä
The thesis was commissioned by the Möller’s Tran Vietnam. The crucial objective of this study is designing a suitable marketing plan that using various communication tools for the case company - Möller’s Tran. The main purpose of this marketing plan is increasing the brand awareness of Möller’s Tran in the Vietnamese customers’ mind.
The research includes the literature review of brand concepts and branding to brand awareness as well as the theory of marketing plan. Based on the deficiency of secondary data, the thesis consists of the empirical data analysed from not only the results of questionnaire but also the information from the semi-interview with two potential customers, Director and employee of the case company, and the owner of Binh Minh drugstore. These empirical data is about the market summary of Möller’s Tran in Vietnam including the case company’s situation, competitors, position and target market. These data was applied to find the appreciate communication tools for Möller’s in order to create a marketing plan that is a combination between four Ps (product, promotion, price and place).
The final result of the thesis proposed a plan for marketing campaign to increase the brand awareness. In essence, this marketing campaign is a sequence of modification in the product, price, communication tools and distribution channels. In conclusion part, the study finished with the recommendation for further marketing researches.
The research includes the literature review of brand concepts and branding to brand awareness as well as the theory of marketing plan. Based on the deficiency of secondary data, the thesis consists of the empirical data analysed from not only the results of questionnaire but also the information from the semi-interview with two potential customers, Director and employee of the case company, and the owner of Binh Minh drugstore. These empirical data is about the market summary of Möller’s Tran in Vietnam including the case company’s situation, competitors, position and target market. These data was applied to find the appreciate communication tools for Möller’s in order to create a marketing plan that is a combination between four Ps (product, promotion, price and place).
The final result of the thesis proposed a plan for marketing campaign to increase the brand awareness. In essence, this marketing campaign is a sequence of modification in the product, price, communication tools and distribution channels. In conclusion part, the study finished with the recommendation for further marketing researches.