Building Dumex Mama gold's brand communication strategy for the next 3 years (2013 - 2013)

TRƯỜNG ĐẠI HỌC MỞ TP.HCM

HO CHI MINH CITY OPEN UNIVERSITY

UNIVERSITÉ LIBRE DE BRUXELLES

SOLVAY BRUSSELS SCHOOL

ECONOMICS & MANAGEMENT

MMA6

MAI TRUNG TANH

VU NGOC YEN

BUILDING DUMEX MAMA GOLD’S BRAND

COMMUNICATION STRATEGY FOR THE

NEXT 3 YEARS (2013-2015)

MASTER PROJECT

MASTER IN MARKETING AND ADVERTISING

Ho Chi Minh City

(2013)

TRƯỜNG ĐẠI HỌC MỞ TP.HCM

HO CHI MINH CITY OPEN UNIVERSITY

UNIVERSITÉ LIBRE DE BRUXELLES

SOLVAY BRUSSELS SCHOOL

ECONOMICS & MANAGEMENT

MMA6

MAI TRUNG TANH

VU NGOC YEN

BUILDING DUMEX MAMA GOLD’S BRAND

COMMUNICATION STRATEGY FOR THE

NEXT 3 YEARS (2013-2015)

MASTER PROJECT

MASTER IN MARKETING AND ADVERTISING

Tutor’s Name: ALAIN VAN DEN EYNDE

Ho Chi Minh City

(2013)

i

ACKNOWLEDGEMENTS

First and foremost, we would like to express deeply gratitude to our major

professor, Prof. ALAIN VAN DEN EYNDE, who provided us valuable guidance,

comments and also approval on this thesis.

We also would like to express appreciation to Mr. Serge Bywalski for his initial

advices and guideline of structure of the thesis.

We sincerely thank to the Marketing department of Danone Vietnam for their

support information, encouragement on this paper.

Lastly, we would like to give a special thank to our family, our friends, our

colleagues, and staffs of the post graduated Department of the Ho Chi Minh Open

University, who give us helps, supports to fulfill this project.

March, 2013

Mai Trung Tanh

Vu Ngoc Yen