PR and building brand name in Vietnam's FMCG industry: Case study: comparing PR campaign between Vinamilk and Nestle

Thanh, Hoang Thi Phuong (2011) PR and building brand name in Vietnam's FMCG industry: Case study: comparing PR campaign between Vinamilk and Nestle. Masters thesis, University of Bolton.

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Abstract

This research is conducted in the light of high fluctuation in Vietnam dairy market. With focusing on two big FMCG companies, Vinamilk and Nestle, this report will give the overview about the PR practices in building brands in the market. In this report, the author has applied the research method of survey by questionnaire; semi-structured interview and some market report to analyze the PR activities of two companies under meeting three research objectives. The survey is conducted among the consumers at 2 supermarkets. The target interviewees are the PR agency staff and internal marketing team of Vinamilk and Nestle. Moreover, this research also uses primary date from Vinamilk Annual PR Report and Nestle Annual Promotion Report to collect the information about PR activities of two these companies. The findings of research have pointed out the strength as well as weakness in PR strategy of Vinamilk and Nestle in improving their position in the milk market. Both of companies are lack of concentration on crisis management which is very important in the light of many fluctuations in price and concerns about quality of products from consumers. Moreover, both of them should focus on the online PR channel, which is very effective to promote brand with advance technique and tools.

Item Type: Thesis (Masters)
Additional Information: An electronic version of the thesis submitted in partial fulfillment of the requirements for the degree of Master of Business Administration University of Bolton
Divisions: Institute of Management > Bolton Business School
University of Bolton Theses > Business
Depositing User: Tracey Gill
Date Deposited: 23 Jun 2016 14:31
Last Modified: 11 Apr 2019 14:48
URI: http://ubir.bolton.ac.uk/id/eprint/895

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