| Author | Nguyen Hong Thuyet |
| Call Number | AIT RSPR no.SM-03-69 |
| Subject(s) | Sales promotion--Vietnam
|
| Note | A research submitted in partial fulfillment 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-03-69 |
| Abstract | Since Vietnam transformed from central planning- economy to market- economy i11
1986, income and living standard of Vietnamese people improved very much. So demand
for imported products likes spirit and wine such as Hennessy increased. Being present in
Vietnam is a must of many multinational co1porations. The companies who successful are
the ones understand the market,ยท have suitable and adaptive marketing strategies; and
good human resources.
Marketing communications mix, as part of marketing strategy, plays vital role in
increasing sales, market share and brand equity of a company, especially fast-moving
consumer-goods companies. Jn Vietnam, wine and spirit are not encouraged goods by the
government and marketing communications mix of these goods is prohibited in the
count1y. Like other imported spirit companies, Moel Hennessy Vietnam (MHV) is trying to
promote its brands and sales in the country in the period when legal framework and its
implementation are not parallel. Advertising in mass-media is not possible. However, the
government authorities normally inspect marketing activities of those companies just when
there is a campaign and mostly in off-premise, in-store activities (i.e. sales promotions in
the outlets) are key marketing activities of those companies at the moment. This research
will explore, discuss and conclude in- store activities of MHV. Some recommendations
will be also suggested after that.
|
| Year | 2003 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-03-69 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark W. |
| Examination Committee(s) | Truong Quang;
Swierzeck, Fredric W. |
| Scholarship Donor(s) | Government of France |
| Degree | Research report (M.Sc.) - Asian Institute of Technology |