| Author | Nguyen Thi Ai Nuong |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Kao Vietnam intends to launch the new variant - Men’s Bioré Double Oil Control Facial Foam - into Vietnam market in early of 2010. They want to expand and strengthen Men’s Bioré series. Men’s Bioré facial foam is the first entrant in Vietnam market. Until now, it enjoys the leading position with five variants. The most diversify brand name helps Men’s Bioré gaining a large user. However, the big giants have been coming and they are taking the consumers in each segment. “OXY” of ROHTO Pharmaceutical takes a big volume in anti acne segment, because they are a pharmaceutical company. “Nivea” is a famous brand name in Vietnam as the best whitening solution for female skin, so that “Nivea for Men” is also believable. In the whitening segment, “Nivea for Men – Whitening” is the number one product. Losing the market share in two key target segments, Kao decided to launch a new product in 2010. That is the new variant focusing on oil skin consumers. Men’s Bioré Double Oil Control directly competes with “Nivea for Men – Acne Oil Control” of Beiersdorf (Germany). The strategy of new product is compete with the competitors’ products, but does not reduce the market share of current Kao’s items. |
| Year | 2010 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Winai Wongsurawat; |
| Examination Committee(s) | Zimmermann, Willi;Dimmitt, Nicolas J. ; |
| Scholarship Donor(s) | Self – Support; |