Brand and branding strategy in food industry : case: Kinh Do Corporation and Solite brand
Nguyen Thi Hong, Yen (2012)
Lahden ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205148168
https://urn.fi/URN:NBN:fi:amk-201205148168
Tiivistelmä
Growth of young middle and upper class population makes Vietnam an appealing proposition among Asian Pacific economies. Specifically, the Vietnamese food market is growing rapidly and attracting significant market entrance in recent years, thus the competition between domestic and foreign brands is getting more intense. Reliance on traditional product-based differentiators is no longer an effective branding strategy and indeed neglects the role of customer involvement.
The main objective of this study is to assist Case Company to achieve higher brand equity for Solite packaged cake by providing theoretical measure and applicable approach to build its brand in Vietnam. Therefore, the author deals with different stages in the branding process: brand identity, brand meaning, brand response and brand relationship. In a nutshell, the author’s work includes external analysis of industry overview, packaged cake competitors’ analysis, consumer trends and internal analysis of the Case Company portfolio’s potential, Solite brand and above all, a complete branding strategy to re-launch Solite brand.
The thesis is structured by deductive approach together with a combination of qualitative and quantitative research method. Data is collected from focus group interviews with target consumers, published materials, market research reports and the author’s personal observation in natural settings.
Inferred from external and internal analysis, conclusions on core consumer segment are drawn to be the central consideration in branding strategy. Based on the theoretical framework, the writer suggests core values appropriate for Solite brand and conducts a practical branding process in ascending level of development. The implication of the thesis findings and consultative propositions can be employed in real life. Case Company is also suggested to cooperate with media agencies in a further idea generation process to activate communication campaigns.
The main objective of this study is to assist Case Company to achieve higher brand equity for Solite packaged cake by providing theoretical measure and applicable approach to build its brand in Vietnam. Therefore, the author deals with different stages in the branding process: brand identity, brand meaning, brand response and brand relationship. In a nutshell, the author’s work includes external analysis of industry overview, packaged cake competitors’ analysis, consumer trends and internal analysis of the Case Company portfolio’s potential, Solite brand and above all, a complete branding strategy to re-launch Solite brand.
The thesis is structured by deductive approach together with a combination of qualitative and quantitative research method. Data is collected from focus group interviews with target consumers, published materials, market research reports and the author’s personal observation in natural settings.
Inferred from external and internal analysis, conclusions on core consumer segment are drawn to be the central consideration in branding strategy. Based on the theoretical framework, the writer suggests core values appropriate for Solite brand and conducts a practical branding process in ascending level of development. The implication of the thesis findings and consultative propositions can be employed in real life. Case Company is also suggested to cooperate with media agencies in a further idea generation process to activate communication campaigns.