| Author | Jaruwan Jarupongsakul |
| Call Number | AIT RSPR no. SM-99-70 |
| Subject(s) | Brand choice--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 |
| Abstract | The fabric softener market in Thailand is highly competitive. There are three dominant
brands: Comfort, PUFF, and Hygiene. International companies sell Comfort and PUFF but
Hygiene is manufactured by a local company. In time of economic crisis, there is a shift from
premium brands (such as the 3 mentioned) to economy brands. Every company has to ask
itself whether it will launch a fighter brand to capture the growing economy segment currently
representing 30 percent of the market. Cannibalization is the major obstacle in doing so.
The objective of this study is to find out the customers' association with a new economy
brand.
The research found that even in a climate of growing price awareness it is difficult to achieve a
major market share by just introducing a new fighter brand. Specifically for targeting rural
areas new ways of distribution and packaging have to be considered. Otherwise the risk of
being too close positioned (cannibalization) to the premium brand out weights the additional
benefit of a marginal gain in the market share. |
| Year | 1999 |
| 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) | Bechter, Clemens; |
| Examination Committee(s) | Tang, John C. S.;Truong Quang; |
| Scholarship Donor(s) | Asian Institute of Technology Partial Scholarship;The Siam Commercial Bank; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1999 |