Vietnam Beer

PRODUCT EXTENSION: THE typeface OF BIVINA BEER IN VIETNAM ABSTRACT There is a strong link amid the growth of merchandise treat and the profitability of a lodge with the power of its brand. Like other emergent economies, in Vietnam, the domesticated companies gravel down been facing severe emulation brought round by multinational corporations (MNCs) with their well-established brands from all all over the world. more(prenominal) often than not, the Vietnamese companies search to neglect the issues of branding in positioning their products. This study analyzes the greatness of brands and the process of branding caution in a saucilyly opened-up securities industry like Vietnam. To illustrate the issue, we will go through the case of BIVINA a newly introduced beer brandof Vietnam Brewery express sequence (VBL). Interviews with managers and a consumer abide by atomic number 18 carried out to investigate the contests reaction and consumers detection toward this new brand. At the end, some recommendations argon proposed for the domestic companies to manage their brands successfully. INTRODUCTION Investors should cut into Vietnam a dominance marketplace for beer inhalation. With a cosmos of 78 trillion spate in 1997, Vietnam is one of the some populated countries in the world.

The adjoin in income and improvement in the rafts living standard, brought about by a more liberalized economic policy since 1987, have triggered change magnitude beer demand and consumption. Currently, Vietnamese consumes ogdoad liters of beer on the mediocre per family. part this is still low in comparison with Asian consumption take of 17 liters per head per year, brewers and distillers consider Vietnam a festering market for beer industry (VIR, June 1997). According to an estimate, Vietnams beer consumption has self-aggrandising from 12 to 20 % a year (Chinh, 1997). The main 3 drinkers are in the age group between 25 and 45 geezerhood old, which are accounted for nearly half of the population. To control the growing demand, more than ergocalciferol million...If you want to get a full essay, nightclub it on our website: Ordercustompaper.com

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