FOREIGN TRADE UNIVERSITY FACULTY OF INTERNATIONAL BUSINESS AND ECONOMICS
MASTER OF FOREIGN ECONOMICS
---------***---------
Maybe you are interested!
-
Experience in positioning and repositioning Vinamilk brand in the international market and lessons learned for Vietnam - 12 -
Lessons for Vietnamese Enterprises When Positioning and Repositioning Brands in the International Market -
Legal adjustment on the market of business mergers and acquisitions - International experience and practice in Vietnam - 2 -
Vinamilk Brand Positioning Activities in the International Market -
Current Status of Foreign Currency Business Development in the International Market of Vietnamese Commercial Banks
GRADUATION THESIS
TOPIC:
EXPERIENCE IN POSITIONING AND REPOSITIONING VINAMILK BRAND IN INTERNATIONAL MARKET AND LESSONS FOR VIETNAMESE ENTERPRISES
Student: Trong Thi Thuy Linh Class: English 14
Course: 45E
Instructor: Mr. Do Ngoc Kien
Hanoi, May 2010
INDEX
INTRODUCTION 1
CHAPTER I: OVERVIEW OF BRAND POSITIONING AND REPOSITIONING ACTIVITIES IN THE INTERNATIONAL MARKET 4
I. General overview of Brand 4
1. Concept 4
2. Classification 5
2.1.. By owner 5
2.2. Considered by market level 6
2.3. Considered by the common brand of the 6 companies
2.4. Considered by brand size 7
3. Elements that make up a Brand 9
3.1. Brand name 9
3.2. Logo 9
3.3. Brand personality 10
3.4. Slogan 10
3.5. Music Section 10
3.6. Packaging 11
4. The role of Brand in business operations 11
4.1. For revenue and profit 11
4.2. For the market share of the enterprise 11
4.3. For marketing activities 12
4.3.1. Branding helps businesses reduce costs related to marketing activities 12
4.3.2. Branding makes it easier to bring new products to market if the business already has a brand ...13
4.4. For the competitive advantage of enterprises 13
II. Brand positioning 14
1. Concept 14
2. The necessity of brand positioning activities 14
3. Brand positioning criteria 15
3.1. Positioning based on quality criteria and value elements 15
3.2. Positioning based on product benefits 16
3.3. Problem and solution positioning method 16
3.4. Competitive positioning criteria 16
3.5. Positioning by value and reputation of the business 17
3.6. Positioning by consumption habits and uses 17
3.7. Positioning by target customer group 17
3.8. Desired positioning 18
3.9. Positioning by cause 18
3.10. Positioning by value 18
3.11. Emotional positioning 19
3.12. Personality Positioning 19
III. Brand repositioning 20
1. Concept 20
2. The need to conduct brand repositioning 20
3. Brand repositioning strategies 21
3.1. Repositioning by value 21
3.2. Repositioning the brand identity system 23
3.2.1. Redesign logo 23
3.2.2. Change packaging 24
3.3. Repositioning by product attributes 25
3.4. Repositioning according to competitors 25
3.5. Repositioning by celebrity 26
IV. International markets and positioning and repositioning activities in international markets 26
1. International market 26
2. Positioning and repositioning in the international market 27
CHAPTER II: VINAMILK BRAND POSITIONING AND REPOSITIONING ACTIVITIES IN THE INTERNATIONAL MARKET 29
I. Introduction to Vietnam Dairy Products Joint Stock Company VINAMILK 29
1. The formation and development process of Vietnam Dairy Products Joint Stock Company VINAMILK 29
1.1. History of formation and development 29
1.2. General introduction 29
2. Organizational structure 31
2.1. General Meeting of Shareholders 31
2.2. Board of Directors 31
2.3. Board of Control 32
2.4. General Director 32
2.5. Departments under 32
3. VINAMILK brand 34
3.1. Vision, mission, core values 34
3.2. Logo 35
3.3. Trademark list 36
3.3.1. Dairy products 36
Liquid milk 36
Yogurt 37
Milk powder 38
Condensed milk 39
Cream 39
Cheese 39
3.3.2. Non-dairy products 40
Coffee 40
Vfresh 40
II. VINAMILK brand positioning activities in the international market 41
1. Market research and identification of potential markets 41
1.1. Market research channels 41
1.2. Research and identify potential markets 41
2. Conduct trade promotion activities 47
2.1. Sending sales promotion delegations 47
2.2. Participate in specialized fairs and exhibitions 47
2.3. Meeting with purchasing delegations 48
2.4. Establishing a system of official distributors in the international market 49
3. Promote product advertising activities 50
III. VINAMILK brand repositioning activities in the international market 52
1. Reasons why VINAMILK repositions its brand 52
1.1. The “heat” of competition in the market 52
1.2. Regaining the market in the post-"crisis" period 52
1.3. Rapidly increase growth rate and market share .53
2. Implement activities to reposition VINAMILK brand in international market 54
2.1. Focus on product quality 54
2.2. Responding to the crisis 56
2.3. Implementing communication campaign 57
IV. Evaluation of VINAMILK brand positioning and repositioning activities in the international market 59
1. Success 59
2. Limitation 61
CHAPTER III: LESSONS FOR VIETNAMESE ENTERPRISES IN POSITIONING AND REPOSITIONING IN THE INTERNATIONAL MARKET 63
I. The pressure to position and reposition brands for Vietnamese enterprises when doing business in the international market 63
1. Changes in market demand 63
2. The increase in quality and quantity of competitors 64
3. The rapid development of information technology 65
4. The ever-changing legal barriers 66
II. Lessons learned for Vietnamese enterprises when positioning and repositioning their brands in the international market 68
1. Lessons learned from VINAMILK's brand positioning and repositioning activities in the international market 68
1.1. Lessons on the role of product quality 68
1.2. Lessons on finding potential markets 69
1.3. Lessons on the role of collaborating with trusted partners 69
1.4. Lessons in choosing a brand positioning and repositioning strategy that is suitable for company resources and product value 70
1.5. Lessons on flexible use of media 72
2. Proposing solutions to improve the effectiveness of positioning and repositioning brands for Vietnamese enterprises in the international market 73
2.1. Improve product quality 73
2.2. Conduct good international market research and select potential markets 74
2.3. Determine the goals of the brand positioning and repositioning process 75
2.4. Building and maintaining trust values 76
2.4.1. Trust from business partners 77
2.4.2. Customer trust 77
2.5. Using a variety of brand promotion channels in the process of brand positioning and repositioning 78
2.5.1. Advertising on mass media 78
2.5.2. Direct promotion 80
2.5.3. Promotion for final consumers 80
2.5.4. Using Public Relations (PR) 81
2.5.5. Participation in international fairs 83
2.6. Registering trademark protection in the international market 84
2.7. Paying attention to international cultural issues in the process of brand positioning and repositioning 85
CONCLUSION 87
REFERENCES 88
LIST OF TABLES
Table 2.1: Iraqi consumption of dairy products in 2003 43
Table 2.2: VINAMILK's revenue structure by market in the period 2005 - 2009 (unit: billion VND) 59
Table 2.3: Export growth rate over the years of VINAMILK company in Iraq during the period 2001 - 2005 (unit: %) 62
LIST OF IMAGES
Figure 2.1: Management structure of Vietnam Dairy Products Joint Stock Company VINAMILK 31
Figure 2.2: Main export markets of Vietnam Dairy Products Joint Stock Company VINAMILK 42
Figure 2.3: Chart of VINAMILK's revenue structure by market in the period 2005 - 2009 60
INTRODUCTION
1. Urgency of the topic
In the period of economic integration, almost all businesses around the world tend to promote business activities in the international market. How to increase revenue, how to enhance the brand position of the business in the minds of consumers around the world is what makes businesses wonder and worry. Especially, when the heat of competition in the international market is increasingly high, what do businesses need to do to "deepen" the brand impression with all classes of consumers, helping customers distinguish their product brand from thousands of product brands of other businesses. Therefore, the activities of positioning and repositioning the brand of businesses become more important than ever.
Vietnam Dairy Products Joint Stock Company VINAMILK is one of the leading enterprises in the Vietnamese dairy industry. With the motto "International quality" and the message "Beautiful life", VINAMILK is one of the few Vietnamese enterprises that have achieved success in both domestic and international markets. As one of the leading enterprises producing and processing milk and dairy products in Vietnam, VINAMILK has exported to more than 10 countries around the world. So what is the "secret" that helps VINAMILK achieve such success? And what can Vietnamese enterprises learn from this success of VINAMILK? That is because VINAMILK has effectively positioned and repositioned its brand in the international market.
Therefore, I chose the topic "Experience in positioning and repositioning VINAMILK brand in the international market and lessons for Vietnamese enterprises" to research in this thesis.