Service branding in a highly competitive and growing market : a case study of DTAC | |
| Author | Patcharapa Soontornsaratoon |
| Call Number | AIT RSPR no. SM-02-25 |
| Subject(s) | Telemarketing Cellular telephones--Marketing Total Access Communication Public Company Limited--Name |
| Note | A thesis submitted in partial fu lfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-02-25 |
| Abstract | Even though there are many mobile phone operators in Thai mobile phone market and even though the market is highly competitive and growing, it is obviously seen that Thai mobile phone market is a duopoly market dominated by Advanced Information Services Pie. (AIS) and Total Access Communication Public Company Limited (DTAC). Before relaunching its brand, DTAC had been inferior to AIS. in customers' mind in te1ms of network and service quality. Since a brand is believed to be the strategic key in enhancing competitiveness and confronting with such circumstances, brand relaunching is one way for TAC (former name of DTAC brand) to revitalize and strengthen its brand in order to gain more favorable image. Nevertheless, building a strong brand has never been easy. Relaunching the brand is even much harder because it requires long enduring effort as well as substantial investment. This research aims at TAC's brand dilemma and how TAC relaunched its brand. Moreover, this research focuses more on the value of DTAC's brand after its relaunch. Analysis of DTAC's brand was catTied out through brand audit under the nodal map process in order to find the gap between customers' perception about the brand and the messages delivered to the customers from company side. To effectively build DTAC brand's equity, the value perception in customers' mind must be created along with extensive supporting communication. DTAC needs to go beyond the stage of brand awareness or brand association in order to reach the stage of brand loyalty. DTAC needs to consistency of its position and communication in order to have favorable brand image and value. Moreover, the most important thing is to create good relationship with customers to stay competitive in this intensively competitive and growing market. In the mean time, even though there are on ly two big players in the market now, DTAC cannot overlook another big new comer under the global brand with high experience and technology. |
| Year | 2002 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-02-25 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tocquer, Gerard; |
| Examination Committee(s) | Sununta Siengthai;Bechter, Clemens; |
| Scholarship Donor(s) | Asian Institute of Technology - Partial scholarship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2002 |