Relaunch plan for Ovantine Vietnam to become market leader in tomic food drink market

TRƯỜNG ĐẠI HỌC MỞ TP. HCM UNIVERSITEÙ LIBRE DE BRUXELLES

HO CHI MINH CITY SOLVAY BRUSSELS SCHOOL

OPEN UNIVERSITY ECONOMICS & MANAGEMENT

MMA6

NGUYEN THI HONG NHUNG

Relaunch plan for Ovaltine Vietnam

to become market leader

in Tonic Food Drink market

MASTER PROJECT

MASTER IN MARKETING &

ADVERTISING

Tutor’s Name: SERGE BYWALSKI

Ho Chi Minh City

(2013)

ACKNOWLEDGEMENT

This thesis was written as part of our education in Master of Marketing and

Advertising course in Solvay Brussels School of Business and Management. After

finishing this thesis, I have had the chance to review what I have learned during the

course and applied the knowledge into this real case of Ovaltine. And thanks to this,

I’ve gained a deeper understanding about marketing, in theory and practice.

There are several people who have been instrumental for me and whose

contribution I truly appreciate. First, I would like to thank my professor Alain and

professor Serge for their support and guidance throughout the course. I also would

like to say thank to my friends, colleguages for the invaluable feedback,

suggestions, insights. And I would like to express my appreciation to all the

customers I had chance to talk to for this project. Thank you for your time and

generosity. This thesis would not have been possible without your all input.

Finally, herewith I would like to confirm all I have written in this thesis are

true and based on real facts and figures. Thank you.

ABSTRACT

Dairy industry in general and Tonic Food Drink in particular are now

becoming more and more exciting with a lot more brands. Joining Vietnam market

very early, Ovaltine used to be the market leader in Tonic Food Drink and became a

familiar brand in Vietnamese households. However, after some years quiet with less

activities as well as ineffective communication has made Ovaltine from market

leader to the follower with only around 20%. The rising market leader is Milo with

much investment on media and many effective activities. If Ovaltine does not

change, the risk of losing Vietnam market is possible esp. when Milo and many

other milk brands such as Dutch Lady, Vinamilk, TH True Milk and the newest

player Love in Farm have become more and more active in this market.

So this study aims to analysis dairy market in general and tonic food drink in

particular, the competition and Ovaltine’s brand performance to find out the solution

for Ovaltine to get back their market leader position.