Building brand for gatsby - hair styling wax of mandom corporation in Vietnam

TRƯỜNG ĐẠI HỌC MỞ TP. HCM UNIVERSITÉ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

MBMM5

VÕ XUÂN MINH KHA

BUILDING BRAND

FOR GATSBY – HAIR STYLING WAX

OF MANDOM CORPORATION IN VIETNAM

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Ho Chi Minh City

(2012)

COMMITMENT

This is the project I have created myself base on the knowledge I gained from many

interesting subjects during the Master In Business & Marketing Management course

year 2010 - 2012 of Solvay Brussels School and the Ho Chi Minh City Open

University.

I commit that this project is completed with my high honesty. I’ll fully take

responsibility for any mistakes or incorrect information given in this project.

ACKNOWLEDGEMENTS

Firstly, I would like to send my great thanks to all professors of Solvay Brussels

School and the Ho Chi Minh City Open University for the useful marketing

knowledge in the Master In Business & Marketing Management course year 2010

– 2012.

Secondly, I would like to send many thanks to my tutor – Professor Bui Thanh

Trang who has provided me a lot in giving guidance, advices and comments on

how to build up an effective brand building plan.

I also want to say thanks to colleagues to support me for clearly understanding

about the male grooming market, market research and even share the time in

working during my studying.

Last but not least, I would like to send my special gratefulness to my family and

my friends who have heartily supported me to successfully complete this project.

TURTOR'S COMMENTS

This project is met the requirement for final project of MBMM program. The authour

has tried the best to study and analyze the market of Hair styling wax to build brand

for GATSBY of MANDOM Corporation (Japanese company) in Vietnam.

The thesis follows a good structure, from the approach of problem to solutions with

reliable statistic from reputation sources. Capability of applying suggested building

brand for GATSBY in practice business is high.

Therefore, I hereby propose this thesis to be presented to the jury’s board.

Dr. Bui Thanh Trang

ABBRIVEATIONS

ATL Above The Line

BTL Below The Line

BOD Board Of Directors

BUMO Brand Used Most Often users

CEO Chief Executive Officer

Co. Corporation

FGD Focus Group Discussion

F2F Face to Face

HCMC Ho Chi Minh City

HS Hair Styling

IMC Integrated Marketing Communication

POP Point of Purchase

POSM Point of Sales Materials

PR Public Relations

P1Y Past 1 Year users

P3M Past 3 Months users

REF Reference

SWOT Strength/ Weakness/ Opportunity/ Threat

TOM Top of Mind

T2B Top 2 Box

TV Television

WTO World Trade Organization

THE TABLE OF FIGURES

Figure 2.1: How brands create value........................................................................5

Figure 2.2: Brand Management Model .....................................................................7

Figure 3.1: Population of Vietnam ..........................................................................11

Figure 3.2: GDP growth of Vietnam........................................................................12

Figure 3.3: Vietnamese GDP per capital ................................................................12

Figure 3.4: Hair styling brand positioning chart ...................................................16

Figure 4.1: Research framework.............................................................................18

Figure 4.2: The hair styling category......................................................................20

Figure 4.3: Starting age of hair styling wax using.................................................21

Figure 4.4: Sources of styling wax awareness......................................................22

Figure 4.5: Triggers to try styling wax ...................................................................22

Figure 4.6: Occasion to use styling wax ................................................................23

Figure 4.7: Styling Wax Brand Awareness ............................................................24

Figure 4.8: Styling Wax Brand Awareness by Group............................................25

Figure 4.9: Styling Wax Brands Sources of Awareness .......................................26

Figure 4.10: Brand Funnel.......................................................................................27

Figure 4.11: Brand satisfaction...............................................................................28

Figure 4.12: Brand Preference ................................................................................28

Figure 4.13: Key purchasing factors - Mean score ...............................................29

Figure 4.14: Brand Associations ............................................................................30

Figure 4.15: Brand Imagery.....................................................................................31

THE TABLE OF CONTENTS

EXECUTIVE SUMMARY .............................................................................................1

CHAPTER I: INTRODUCTION ....................................................................................3

1.1Rational of the project ..........................................................................................3

1.2 Project objective..................................................................................................3

1.3 Scope and limitation of project............................................................................4

1.4 Research methodology .......................................................................................4

1.5 Project structure..................................................................................................4

CHAPTER II: LITERATURE REVIEW.........................................................................5

2.1 What is a brand?.................................................................................................5

2.2 How brands create value ....................................................................................5

2.3 Brand building process .......................................................................................6

2.4 What is Branding?...............................................................................................8

CHAPTER III: MARKET ANALYSIS ...........................................................................9

3.1 Internal environment ...........................................................................................9

3.1.1 MANDOM Corporation.................................................................................9

3.1.2 About GATSBY brand...................................................................................9

3.2 External environment ........................................................................................10

3.2.1 PESTEL Analysis........................................................................................10

3.2.1.1 Political factors .....................................................................................10

3.2.1.2 Economic factors ..................................................................................10

3.2.1.3 Social factors........................................................................................13

3.2.1.4 Technology factors ...............................................................................13

3.2.1.5 Environment factors..............................................................................13

3.2.1.6 Legal factors.........................................................................................13

3.2.2 Competition.................................................................................................14

3.3 Consumer environment.....................................................................................16

CHAPTER IV: MARKET RESEARCH AND FINDINGS............................................18

4.1 Research objectives..........................................................................................18

4.2 Research framework.........................................................................................18