| Author | Dyrendal, Michael Corp |
| Call Number | AIT RSPR no.SM-05-56 |
| Subject(s) | Odors--Thailand
|
| Note | A research study 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-05-56 |
| Abstract | South East Asia is one of the biggest destinations for luxury products and experts
suggest that the South East Asian region has the highest growth potential for the
future. Thus, it is not strange that multinational companies (MNCs) are flocking
to the region and investing heavily in new product launches.
Companies such as L'Oreal spend a lot of money introducing well-known brand
names into the market. Ralph Lauren Fragrances is one of these brand names.
Recently Ralph Lauren Fragrances launched a new fragrance series for hair
introduced under the name Ralph Good Hair Day (RGHD) into the Thai market.
The purpose of this research study is to determine whether the RGHD launch was
a success or not. Essentially the product launch proved not to be success in terms
of sales of the fragrance series for hair, however in terms of overall sales of the
Ralph fragrances (all product lines) the launch was a success due to the added
interest sparked by the product launch. |
| Year | 2005 |
| Corresponding Series Added Entry | Asian Institute of Technology.|tResearch studies project report ; no. SM-05-56 |
| 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) | Swierzeck, Fredric William |
| Examination Committee(s) | Dimmit, Nicholas J.;Zimmerman, Willi |
| Scholarship Donor(s) | - |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2005 |