The impact of marketing communication and distancing techniques on the performance of vertical brand extensions in Asia : case studies ASEAN | |
| Author | Nguyen Quang Tri |
| Call Number | AIT Diss. no.DBA-SOM-14-03 |
| Subject(s) | Marketing--Communication systems Product management |
| Note | A dissertation submitted in partial fulfilment of the requirements for the Degree of Doctor of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Dissertation; no.DBA-SOM-14-03 |
| Abstract | In today’s competitive environment, optimizing the brand architecture is of highly strategic importance to a fast moving consumer goods (FMCG) company, which offers multiple product propositions, especially those in the same category. In capturing different price segments, companies may introduce a new brand or vertically extend it. Although it is a widely practiced strategy, to date, still little research on vertical brand extension has been done thoroughly, especially on issues related to companies’ actions to make the extension successful. This qualitative research using the case study approach is to specifically illustrate the role of marketing instruments on the success of vertical brand extensions executed in different FMCG companies in ASEAN, with a focus on a case in a leading dairy company in Vietnam – Vinamilk. To conduct the case study, data are collected through historical files and records archived, interviews, direct and participant-observations, etc. during the author’s working periods. The key issue in the study is to understand how Vinamilk and other companies in review used marketing communication and distancing techniques (differentiation tactics) to influence the performance of a vertical brand extension in the transitional economic context in Vietnam. The research findings show that marketing communication rooted from profound consumer understanding, and thoroughly executed distancing techniques contribute significantly to the success of vertical brand extensions, which is defined by incremental sales and profit net of cannibalization, and brand health. For future research, it is recommended that a quantitative method be carried out to enhance and confirm the findings of this study. Besides, it may be worth exploring more deeply each individual element in the marketing mix and isolate its impact on the success of vertical brand extension, instead of the impact of the total marketing mix. Furthermore, it may be of significance if future research studies explore how employment of consumer insights impacts the success of vertical brand extensions, as they have great influence on the development of marketing communication in not only vertical brand extensions but also in almost all marketing initiatives. |
| Year | 2014 |
| Type | Dissertation |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Doctor of Philosophy in Business Administration (Publication code = DBA-SM, SM) |
| Chairperson(s) | Winai Wongsurawat (Co-Chairperson);Vatcharapol Sukhotu (Co-Chairperson); |
| Examination Committee(s) | Shipin, Oleg;Sununta Siengthai; |
| Scholarship Donor(s) | Asian Institute of Technology.Dissertation;no.DBA-SOM-14-03; |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2014 |