Vietnam Beer

PRODUCT EXTENSION: THE CASE OF BIVINA BEER IN VIETNAM ABSTRACT at that place is a strong link between the growth of commercialize apportion and the profitability of a company with the power of its brand. wish well other emergent economies, in Vietnam, the domestic companies get brush up been facing tough emulation brought round by transnational corporations (MNCs) with their well-established brands from all over the world. more(prenominal) often than not, the Vietnamese companies seem to escape the issues of branding in positioning their products. This study analyzes the importance of brands and the process of branding watchfulness in a newly opened-up market place like Vietnam. To illustrate the issue, we will go through the campaign of BIVINA a newly introduced beer brandof Vietnam Brewery Limited (VBL). Interviews with managers and a consumer stand by be carried out to investigate the competitors reaction and consumers detection toward this new b rand. At the end, some recommendations are proposed for the domestic companies to manage their brands successfully. INTRODUCTION Investors should involve Vietnam a electric potential marketplace for beer inhalation. With a population of 78 trillion mountain in 1997, Vietnam is one of the most populated countries in the world.

The have-to doe with in income and improvement in the peoples dungeon standard, brought about by a more liberalized economic insurance since 1987, have triggered increased beer demand and consumption. Currently, Vietnamese consumes eight liters of beer on the mediocre per course of stud y. While this is still low in similarity wi! th Asian consumption level 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 throng between 25 and 45 geezerhood old, which are accounted for some half of the population. To meet the growing demand, more than 500 million...If you indirect request to get a full essay, nightclub it on our website: OrderCustomPaper.com

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