Vietnam Beer

PRODUCT EXTENSION: THE CASE OF BIVINA BEER IN VIETNAM ABSTRACT thither is a strong link between the growth of merchandise apportion and the profitability of a company with the power of its brand. ilk other emergent economies, in Vietnam, the domestic companies get batch been facing tough emulation brought round by multinational corporations (MNCs) with their well-established brands from all over the world. more(prenominal) often than not, the Vietnamese companies seem to drop down the issues of branding in positioning their products. This study analyzes the importance of brands and the make for of branding watchfulness in a newly opened-up commercialise like Vietnam. To illustrate the issue, we will go through the consequence of BIVINA a newly introduced beer brandof Vietnam Brewery Limited (VBL). Interviews with managers and a consumer fend by atomic number 18 carried out to investigate the competitors reaction and consumers detection toward this new brand. At the end, some recommendations are proposed for the domestic companies to manage their brands successfully. INTRODUCTION Investors should fence Vietnam a authority marketplace for beer inhalation. With a population of 78 trillion passel in 1997, Vietnam is one of the most populated countries in the world.

The enlarge in income and improvement in the peoples nutriment standard, brought about by a more liberalized economic constitution since 1987, have triggered increased beer demand and consumption. Currently, Vietnamese consumes eight liters of beer on the mediocre per socio-economic c lass. While this is still low in comparabili! ty with 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 separate between 25 and 45 geezerhood old, which are accounted for more or less half of the population. To meet the growing demand, more than 500 million...If you unavoidableness to get a full essay, nightclub it on our website: BestEssayCheap.com

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