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.
Table of Contents
1 An intercontinental dairy company
2 Advantageous market on the other side of the world
2.1 Openness to the world as a door opener
2.2 Trends in milk consumption
2.3 German production – a flagship in Vietnam
3 Advertising strategy
3.1 Investigation of the commercials
3.2 Critical consideration of advertising
3.3 Impact of advertising to children
3.4 Importance of mascots for advertising strategy
4 Conclusion and verification of the hypotheses
Research Objectives and Key Topics
This thesis examines how the German dairy company Zott utilizes specific advertising strategies to effectively acquire children as a new consumer base within the Vietnamese market, while exploring the underlying mechanisms of brand identification and emotional engagement in young audiences.
- Analysis of Zott’s international expansion and market entry strategy in Vietnam.
- Evaluation of milk consumption trends and the influence of the "Made in Germany" brand reputation.
- Investigation of advertising instruments, specifically the use of mascots and film-related promotional characters.
- Assessment of the psychological impact of advertising on children, including "pester power" and emotional brand bonding.
Excerpt from the Book
3.1 Investigation of the commercials
There are several values and messages that come up in all advertisement spots. You can see everywhere an animal or a personification that is represented as a friend of kids. In the following lines, I would like to analyse two spots chronologically.
In the first one, a lively Monte drink packaging is the protagonist, besides the children. A Vietnamese mother is bringing her tired and not smiling son to school. While he is getting off the car, he notices the personalized Monte drink. In this moment, the mood of the child changes instantly and the son walks immediately to the drink. The visitor if this spot gets the clear impression that they are best friends, you can see the trust and happiness in their faces. The Monte drink is the reason why all are in a good mood right now and in the further course, the drink is treated like a normal class member. He is dancing and having good times with the approximately seven years old children. In the break, a girl is falling on the ground and consequently hurting herself but the savior is not far away. Of course, it is the living Monte drink. It is helping of from the ground and in this moment, everything is all right again.
Summary of Chapters
1 An intercontinental dairy company: This chapter provides an overview of Zott's origins in Mertingen and its evolution into a global player, highlighting the strategic expansion into the Vietnamese market.
2 Advantageous market on the other side of the world: This section details why Vietnam is a lucrative market, discussing its openness to globalization, rising milk consumption, and the positive perception of German-made quality.
3 Advertising strategy: This chapter focuses on Zott's marketing techniques, analyzing specific commercials and the critical role of mascots and emotional storytelling in reaching child consumers.
4 Conclusion and verification of the hypotheses: This final chapter synthesizes the findings, confirming the hypotheses regarding brand identification and emotional advertising while summarizing the overall success of Zott in Vietnam.
Keywords
Zott, Monte, Vietnam, Advertising Strategy, Milk Consumption, Children as Customers, Mascots, Made in Germany, Brand Identification, Pester Power, Emotional Advertising, Market Expansion, Consumer Behavior, Brand Loyalty, Global Dairy Industry
Frequently Asked Questions
What is the core focus of this thesis?
The thesis investigates how Zott, a German dairy producer, implements specific advertising strategies to win over children as a primary customer segment in Vietnam.
What are the primary topics covered?
The work covers international market entry, trends in the Vietnamese dairy sector, the psychological influence of mascots on children, and the effectiveness of emotional brand communication.
What is the central research question?
The research asks: How does Zott implement advertising instruments to acquire children as new customers in Vietnam?
Which scientific methods are employed?
The author uses a qualitative analysis of television commercials and compares them against marketing theories related to child consumer behavior and brand identification.
What is examined in the main section?
The main section analyzes Zott's market positioning, the impact of "Made in Germany" quality labels, and specific case studies of promotional spots featuring mascots like "Monti" and film tie-ins.
What are the key terms defining this work?
Essential keywords include Zott, Monte, Vietnam, Advertising Strategy, Brand Identification, Pester Power, and Emotional Advertising.
How does the "Made in Germany" label assist Zott?
In Vietnam, the label signifies high quality and safety, which is crucial given the local consumer distrust toward certain lower-quality imports and regional product scandals.
What is the role of the mascot "Monti"?
Monti serves as a recognizable, approachable, and humanized character that simplifies the brand for children, creates emotional bonds, and acts as a "friend" within the advertising narrative.
How does Zott leverage film collaborations?
By partnering with popular movie franchises (e.g., "Despicable Me"), Zott utilizes the children's pre-existing emotional connection to these characters to drive brand preference and product trial.
- Citar trabajo
- Felix Töpfer (Autor), 2020, Customers Acquisition and Advertising Instruments. How does Zott acquire Children as New Customers in Vietnam?, Múnich, GRIN Verlag, https://www.grin.com/document/1177332
