Branding strategy for hura player cake for the period of year 2011-2015

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TRƯỜNG ĐẠI HỌC MỞ TP. HCM UNIVERSITEÙ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

MBMM4

Nguyen Hong Quan

BRANDING STRATEGY

FOR HURA CAKE

FOR THE PERIOD OF YEAR 2011 - 2015

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor: Dr. Nguyen Thang

Mentor: MBA. Le Dang Lang

Ho Chi Minh City

(2010)

i

DECLARATION

I declare that this thesis does not incorporate without acknowledgment any material

previously submitted for a degree or diploma in any university; and that to the best

of knowledge it does not contain any materials previously published or written by

another person except where due reference is made in the text.

……………………

Signature of Student

Nguyen Hong Quan

MBMM4

ii

TUTOR’S COMMENTS

Author tried to apply the knowledge and practical analysis to the thesis and

provided many interesting solutions for the brand strategy of Hura.

The thesis objectives were clearly and rationally defined, the structure is also

logical.

In summary, the thesis meets the requirements for the final project of Master of

Business and Marketing Management Program. I hereby propose this thesis to be

presented in front of examiner board.

Signed:

Dr. Nguyen Thang

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COMPANY COMMENTS

Mr. Nguyen Hong Quan presented a good solution strategy and in-depth analysis of

the Hura cake – the best trademark of Bibica Corporation. He displayed a thorough

knowledge of marketing strategy and marketing concepts in this thesis.

He was able to present the marketing strategy in a way that will be useful to

management in making strategic decision knowing full well the relationship of the

brand strategy.

We are impressed with the details of his presentation; some ideas will be applied to

our business plan.

We appreciate his practical suggestions and we wished him successful in his course.

Bibica Corporation

Mentor: Le Dang Lang

iv

TABLE OF CONTENT

DECLARATION .................................................................................................................... i

TUTOR’S COMMENTS ....................................................................................................... ii

COMPANY COMMENTS ................................................................................................... iii

TABLE OF CONTENT ........................................................................................................ iv

LIST OF FIGURES & TABLES .......................................................................................... vi

INTRODUCE ..................................................................................................................... 1

Project objective ................................................................................................................ 1

Project scope and limitations ............................................................................................. 1

Methodology ...................................................................................................................... 1

CHAPTER 1: BRAND STRATEGY FRAMEWORK ......................................................... 2

1.1. BRAND OVERVIEW ................................................................................................ 2

1.1.1. Brand definitions: ................................................................................................ 2

1.1.2. Brand vision – brand mission and core values .................................................... 2

1.1.3. Brand identity system .......................................................................................... 3

1.1.4. Brand positioning ................................................................................................. 4

1.1.5. Brand structure ..................................................................................................... 5

1.1.6. Brand equity management ................................................................................... 6

1.2. BRANDING PROCESS ............................................................................................. 6

1.3. BRANDING TOOLS ................................................................................................. 7

1.3.1. Sales promotion ................................................................................................... 8

1.3.2. Direct marketing .................................................................................................. 8

1.3.3. Packaging and design .......................................................................................... 8

1.3.4. Point-of-sales ....................................................................................................... 8

1.3.5. Event marketing ................................................................................................... 8

1.3.6. Publicity and PR .................................................................................................. 8

1.3.7. Media advertising ................................................................................................ 8

1.3.8. Direct response .................................................................................................... 8

1.4. FOUR STEPS TO BUILDING SUCCESSFUL BRANDS ....................................... 9

CHAPTER 2: HURA CAKE SITUATION ANALYSIS .................................................... 10