The impact of promotion on brand awareness : a case study of VETA | |
| Author | Kanokwan Natikool |
| Call Number | AIT RSPR no.SM-97-64 |
| Subject(s) | Brand choice--Thailand Sales promotion--Thailand |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-97-64 |
| Abstract | Among the four P's - product, price, place and promotional - promotion is undoubtedly the most glamorous to most people. But promotion is also the one that a most clearly differentiate one brand (or "consumer offer") from another. More specifically, it is to one part of promotion that these observations apply: advertising. The objective of this study is to analyze the impact of the promotional mix on brand awareness, and measure the consumers' attitudes toward specific brands of health food with a view to identify the suitable promotional mix for health food sector of Cerebos (Thailand) Ltd. to create and strengthen its brand awareness for a new product. Only one particular new product of the company has been used for evaluating its brand awareness, and various promotional methods have been analyzed to find the appropriate promotional mix for the target group. The result of this study shows that the primary target group having awareness of Veta is the female 35 years plus old. Advertising on television is the most appropriate method to reach the audiences; also advertising in magazines can create awareness of customers. Furthermore, it is found that the in-store promotion (at display) which is important to attract the customers need or interest of product is needed to improve and re-designed to be more attractive and easier to access and distinguish while the personal selling of the company is satisfactory, by increasing the management's motivation the dedication will improve. Finally, the recommendations given to conclude the study with a suggestion for selecting the effective promotion method for the new product of the company. Further recommendations are made on the basis of the non-target group analysis. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-97-64 |
| 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) | Bechter, Clemens; |
| Examination Committee(s) | Bilchel, Bettina;Swierczek, Fredric W.; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1997. |