Brand strategies for piattos potato snack in 2012 - 2015

TRƯỜNG ĐẠI HỌC MỞ TP. HCM

HO CHI MINH CITY OPEN UNIVERSITY

UNIVERSITÉ LIBRE DE BRUXELLES

SOLVAY BRUSSELS SCHOOL

MBMM5

TRAN CAM LOAN

BRAND STRATEGIES FOR PIATTOS

POTATO SNACK IN 2012-2015

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s Name: Dr. Tran Ha Minh Quan

Ho Chi Minh City

(2012)

i

COMMITMENT

I hereby, Tran Cam Loan, commit that the study is my own work with information

retrieved and obtained from reliable sources which has been acknowledged in the reference

page. This work has not been submitted for a degree or diploma in any university. To the

best of my knowledge and belief, the project contains no materials previously published or

written by another person except where due reference is made in the project itself.

HCM City, Feb 19th, 2012.

Tran Cam Loan (Ms).

ii

ACKNOWLEDGEMENT

Firstly, I wish to express my deep gratitude to Professor Tran Ha Minh Quan for his

strategic advises and involvement in my final project for the program of Master in

Business and Marketing Management. His continuous guidance and insightful comments

has motivated my successful completion of the research paper.

Secondly, I am also greatly indebted to respectful professors of the MBMM program. They

have lifted up me to a new level of profession in marketing career thanks to their advanced

marketing knowledge and useful experience sharing during the course.

Thirdly, I would like to express great gratitude to Ms Ruby Dela Cruz, Marketing Manager

of URC Vietnam Company who has provided me the data and has input a lot in my

project, as well as Mr. Serge Bywalski and Ms Nguyen Thi Mong Thuy of the

Postgraduate Office of Open University HMC and Solvay Brussels School for their

assistance and coordination for my due completion of this thesis.

Finally, I would like to thank all of MBMM5 classmates for their sharing of experience

and knowledge during the course and my family for their encouragement during my study

and thesis completion.

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TABLE OF CONTENTS

COMMITMENT ................................................................................................................... i

ACKNOWLEDGEMENT .................................................................................................. ii

TUTOR’S COMMENTS ..................................................................................................... iii

TABLE OF CONTENTS .................................................................................................... iv

LIST OF ABBREVIATIONS ............................................................................................. vi

LIST OF FIGURES .............................................................................................................. vii

LIST OF TABLES ................................................................................................................ viii

EXECUTIVE SUMMARY ................................................................................................. vix

CHAPTER 1: GENERAL INTRODUCTION ................................................................ 1

1.1 Company introduction ..................................................................................................... 1

1.2 Problem statement ............................................................................................................ 1

1.3 Project Objective .............................................................................................................. 2

1.4 Scope and limitation ......................................................................................................... 2

1.5 Structure of the Project .................................................................................................... 2

CHAPTER 2: LITERATURE REVIEW ......................................................................... 4

2.1 Theoretical knowledge of brand ...................................................................................... 4

2.1.1 Brand ....................................................................................................................... 4

2.1.2 Brand equity ............................................................................................................ 4

2.1.3 Brand identity .......................................................................................................... 4

2.1.4 Brand image ............................................................................................................ 5

2.1.5 Brand personality .................................................................................................... 5

2.1.6 Brand positioning ..................................................................................................... 6

2.2 Brand strategies ................................................................................................................ 6

2.2.1 Pioneering strategy ................................................................................................. 6

2.2.2 Late -Entry Strategies ............................................................................................. 7

CHAPTER 3: RESEARCH & ANALYSIS ...................................................................... 8

3.1 Desk research .................................................................................................................. 8

3.1.1 Market analysis ....................................................................................................... 8

3.1.2 Competitor analysis ................................................................................................ 8

3.1.2.1 Poca competitor - market pioneer ............................................................. 9

v

3.1.2.2 O’star competitor - early follower ............................................................. 10

3.1.2.3 Tatos competitor - late entrant ................................................................... 12

3.1.3 Brand analysis ......................................................................................................... 13

3.1.4 Consumer analysis .................................................................................................. 14

3.1.4.1 Consumer insights ...................................................................................... 14

3.1.4.2 Consumer behavior and attitude ................................................................ 15

3.2 Primary research- Brand health survey ........................................................................... 17

3.2.1 Research design and methodology ........................................................................ 17

3.2.2 Research results and findings ................................................................................. 17

3.3 SWOT analysis .......................................................................................................... 20

CHAPTER 4: RECOMMENDATIONS FOR BRAND STRATEGIES IN 2012-2015

4.1 Brand re-targeting and re-positioning ............................................................................. 22

4.2 New brand identity ........................................................................................................... 22

4.3 Recommendation of brand strategies in 2012-2015 ....................................................... 23

4.3.1 Differentiate product strategy ................................................................................. 23

4.3.2 Value for money pricing strategy ........................................................................... 25

4.3.3 Expansion distribution plan with exclusive sales team development................... 25

4.3.4 Integrated communication plan in non-traditional channels ................................. 26

4.3.4.1 Concentrated communication objectives ................................................... 27

4.3.4.2 Consistent communication message .......................................................... 27

4.3.4.3 Aggressive communication activities on various digital means .............. 28

4.3.4.4 Teenager channels with celebrity endorsement ......................................... 29

4.3.4.5 Long-standing school advertising .............................................................. 29

4.3.4.6 Long-term cinema advertising and trading ................................................ 29

4.3.4.7 Visibility campaign and cross merchandising programs .......................... 30

4.3.4.8 Co-branding with new on-premises customers ......................................... 30

REFERENCE ......................................................................................................................... ...i

APPENDIX ............................................................................................................................. ..iii

Appendix 1: Quantitative questionnaire ................................................................................ ..ix

Appendix 2: Main analysis charts of quantitative research .................................................. .xii

Appendix 3: Pictures of Piattos and competitors’ communication activities in 2011 ........ .xv