| Author | Nguyen Thi Kim Thoa |
| Note | A project study submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Vietnam milk market is a fast growing market especially infant milk powder, a strong growing segment. An attractive market has created a lot of strong competitors with major international players. Besides, government policies relating dairy product code are limitations for the marketing infant formula products.
As a new comer DKSH Vietnam is dealing with a few challenges to build brand awareness. Understanding Health care professionals‟ roles and their perception in consultation and prescribing on determining nutrition for babies as well as identifying factors influencing mothers‟ feeding types and exploring selection criteria from mothers‟ perspective on infant formula product are main objectives of the research.
Through the feedbacks from Health care professionals via qualitative survey, the quantitative survey was conducted with mothers to evaluate and validate the finding from the above qualitative survey. The results of the research showed that product characteristics, brand status and country of origin were factors affecting to infant formula consultation and selection. In additional, medical delegates, workshops/seminar and price also affected Health care professionals in recommendation of infant milk brand to mothers. The study outcome might be helpful as fundamentals to support the company in building brand and marketing communication efficiently. |
| Year | 2010 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Winai Wongsurawat |
| Examination Committee(s) | Huynh Trung Luong;Vatcharapol Sukhotu |