Customers Acquisition and Advertising Instruments. How does Zott acquire Children as New Customers in Vietnam?

Term Paper , 2020 , 19 Pages , Grade: 1,7

Communications - Public Relations, Advertising, Marketing, Social Media

The following seminar thesis deals with the German dairy company Zott and its performance in the South-East Asian country Vietnam with particular regard to the advertising strategy. The research question is: How does Zott implement advertising instruments to acquire children as new customers? In the course of the preparatory work, two research hypotheses were developed:

1) The more children can identify with a brand, the higher the consumption of products of that brand.
2) The response of emotions in children is essential in advertising. Especially positive feelings and emotions trigger a big effect in children. In order to verify the truthfulness of this hypothesis, it is therefore necessary to examine the commercials.

Inhaltsverzeichnis (Table of Contents)

• An intercontinental dairy company.
• Advantageous market on the other side of the world.
• Openness to the world as a door opener
• Trends in milk consumption
• German production – a flagship in Vietnam.
• Advertising strategy......
• Investigation of the commercials
• Critical consideration of advertising
• Impact of advertising to children...........
• Importance of mascots for advertising strategy
• Conclusion and verification of the hypotheses.

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This seminar thesis examines the German dairy company Zott and its performance in Vietnam, focusing on its advertising strategy and its efforts to acquire children as new customers. The research seeks to understand how Zott utilizes advertising instruments to appeal to children and build brand loyalty. Two main hypotheses are investigated:

• The strength of brand identification among children influences their consumption of the brand's products.
• Emotional response is crucial in advertising to children, with positive feelings and emotions having a significant impact.
• The importance of internationalization and market expansion for companies like Zott.
• The role of advertising in shaping consumer behavior and brand perception.
• The influence of cultural factors and consumer trends on advertising strategies.

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces Zott, a German dairy company with a global presence, and explores its expansion into Southeast Asia, particularly Vietnam. The chapter highlights the favorable market conditions in Vietnam, including its openness to globalization, growing economy, and rising milk consumption.

The second chapter delves into the specific aspects of the Vietnamese market that make it attractive to Zott. It discusses Vietnam's openness to foreign influences, its strong trade relationship with Germany, and its young population with a growing demand for dairy products. The chapter also examines trends in milk consumption in Vietnam, emphasizing the potential for growth.

Schlüsselwörter (Keywords)

The main keywords and focus topics of the text include advertising strategy, children as consumers, brand identification, emotional response, internationalization, market expansion, Vietnam, dairy industry, consumer behavior, and cultural influences. These keywords reflect the core research interests and concepts investigated in the work.

• College: University of Applied Sciences Merseburg
• Grade: 1,7
• Author: Felix Töpfer (Author)
• Publication Year: 2020
• Pages: 19
• Catalog Number: V1177332
• ISBN (PDF): 9783346601186
• ISBN (Book): 9783346601193
• Language: English
• Tags: customers, acquisition, advertising, instruments, zott, children, vietnam