BRANDING STRATEGY OF THE VIETNAMESE ROASTED CASHEW NUTS, FOCUSING ON BRAND DEVELOPMENT IN VIETNAMESE MARKET
Dang, Gam (2019)
Dang, Gam
Satakunnan ammattikorkeakoulu
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201902212634
https://urn.fi/URN:NBN:fi:amk-201902212634
Tiivistelmä
The thesis is conducted for the main purpose of developing new product concept- salt roasted cashew nuts for a Vietnamese local business- TAN DINH. Specifically, the thesis’s outcome concentrates on generating ideas for brand orientation of the product.
In the thesis, the theoretical background is built upon marketing concepts relating to the thesis outcome. The explanation of marketing and business unit strategic planning at the beginning is a foundation of the theory part. Alongside, SWOT analysis, segmentation, targeting, positioning, Marketing mix 7Ps are engaged in this part. Brand orientation is an inside-out, identity approach; thus, packaging design plays an important role in defining brand orientation. Last but not least, sustainable development, especially in branding, becomes a priority in every marketing activities.
The empirical research of this thesis concentrates in answering the two main questions: “what is the difference between Vietnamese cashews and African cashews in term of appearance, taste and price level” and “Are there any more reasons why Vietnamese manufactures prefer importing African cashews, besides acquiring lower cost?”. Primary and secondary- data collection is employed in this research in conjunction with SWOT analysis in Vietnamese market; information is found in an interview with the business owner, the designer of packaging and logo for the product, reliable websites, books and articles.
The thesis project focuses on establishing a new product concept which is specified by product orientation and brand orientation. After understanding the market situation, which is clarified in the empirical research, the project is a process of shaping ideas, defining customer-perceived and finally establishing a brand identity (brand name, logo, packaging design) for the Vietnamese roasted cashew nuts.
In the thesis, the theoretical background is built upon marketing concepts relating to the thesis outcome. The explanation of marketing and business unit strategic planning at the beginning is a foundation of the theory part. Alongside, SWOT analysis, segmentation, targeting, positioning, Marketing mix 7Ps are engaged in this part. Brand orientation is an inside-out, identity approach; thus, packaging design plays an important role in defining brand orientation. Last but not least, sustainable development, especially in branding, becomes a priority in every marketing activities.
The empirical research of this thesis concentrates in answering the two main questions: “what is the difference between Vietnamese cashews and African cashews in term of appearance, taste and price level” and “Are there any more reasons why Vietnamese manufactures prefer importing African cashews, besides acquiring lower cost?”. Primary and secondary- data collection is employed in this research in conjunction with SWOT analysis in Vietnamese market; information is found in an interview with the business owner, the designer of packaging and logo for the product, reliable websites, books and articles.
The thesis project focuses on establishing a new product concept which is specified by product orientation and brand orientation. After understanding the market situation, which is clarified in the empirical research, the project is a process of shaping ideas, defining customer-perceived and finally establishing a brand identity (brand name, logo, packaging design) for the Vietnamese roasted cashew nuts.