Vietnam has gradually opened its market economy towards foreign investors and businesses in recent years, climaxing in the accession to the World Trade Organization (WTO) at the beginning of 2007. With limited choice during years of centrally planned economy, Vietnamese consumers these days face growing market liberalisation and personal wealth and hence must learn how to successfully navigate the new abundance of products and brands. Having one of the highest economic growth rates in Asia, the country is evolving rapidly and in the centre of attraction of foreign producers and retailers all over the world.
Confronted with the challenge of gaining foothold, as well as increasing and defending market share, foreign and indigenous consumer goods companies are beginning to realize the absolute essentiality of doing promotion successfully in this potential market. Meanwhile, more and more promotion agencies develop to provide support in an increasingly competitive environment. Thus, it is more important than ever to understand the Vietnamese way of thinking and lifestyle and gain deep insights of promotion within the context of Vietnam’s culture.
This thesis attempts to provide in-depth information about various aspects of promotion in Vietnam. Based on primary data gained in 30 face-to-face interviews with experts of consumer goods companies (Coca-Cola Southeast Asia, Nestle, Unilever, Beiersdorf, P&G, etc.) and promotion agencies (Ogilvy & Mather, BBDO, Saatchi & Saatchi, JWT, etc.) as well as five focus groups with Vietnamese students and observation during a three-month field research in Vietnam, it will describe Vietnamese consumers and culture and draw implications for designing a sound message, promotion mix and media mix. Furthermore, it will present current consumer trends. Only those marketers who are able to tailor their promotional efforts to fit the culture and lifestyle of Vietnamese consumers stand to reap the benefits.
Inhaltsverzeichnis (Table of Contents)
- INTRODUCTION
- Background
- Problem Formulation
- Purpose
- Research Questions
- Structure
- THEORETICAL FOUNDATIONS
- Disambiguation
- Promotion
- Consumers and Consumer Goods
- Culture
- Introduction to Promotion Theory
- Role of Promotion
- Overview
- Impacts on other Marketing Mix Elements
- Impacts on Marketing Strategies
- Communication Process
- Promotion Mix
- Integrated Marketing Communications
- COUNTRY OVERVIEW
- Key Data
- History
- Overview
- Pre-colonial and Colonial History
- Development of the Socialist Republic of Vietnam
- Doi Moi Policy and Recent Milestones
- Geography and Climate
- Promotion Environment
- Overview
- Politics and Administration
- Economy
- Key Economic Ratios
- Economic Structure
- Legal Environment
- Selected Industries
- Consumer Goods Producing Industry
- Promotion Industry
- Retail Industry
- Overview
- Traditional Retail
- Modern Retail
- Other Formats
- CONSUMERS
- Population and Employment
- Living Conditions
- Overview
- Income
- Working Conditions
- Housing Conditions
- Health Care
- Other Factors
- Shopping Behaviour
- Influences on Outlet Selection
- Characteristics of Traditional and Modern Trade
- Female population
- North South Differences
- CULTURE
- Cultural Influences
- Categorizing Vietnam's Culture
- Core Cultural Dimension Models
- Hofstede's Five Dimensions of Culture
- Overview
- Power Distance
- Individualism
- Masculinity
- Uncertainty Avoidance
- Long-Term Orientation
- Lewis Three Culture Categories
- Elements of Culture
- Overview
- Education
- Communication and Language
- Social Organizations
- Religion
- Values and Attitudes
- Aesthetics
- Other Cultural Elements
- RESEARCH DESIGN
- Overview
- Secondary Research
- Primary Research
- Overview
- Expert Interviews
- Focus Groups
- Observation
- Research Constraints
- DISCUSSION OF FINDINGS
- Target Consumer Groups
- Promotion Mix
- Advertising
- Overview
- Role of Advertising in Vietnam
- Sales Promotion
- Overview
- Role of Sales Promotion in Vietnam
- Public Relations
- Overview
- Role of Public Relations in Vietnam
- Personal Selling
- Overview
- Role of Personal Selling in Vietnam
- Message
- Message Content
- Message Execution
- Media
- Overview
- Television
- Outdoor
- Internet
- Radio
- Others
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This diploma thesis aims to explore the promotion of consumer goods in Vietnam, providing a comprehensive analysis of the Vietnamese consumer landscape and its cultural influences. The research seeks to identify key factors influencing the success of promotion strategies in the Vietnamese market, highlighting the role of cultural understanding in effective marketing campaigns.
- Cultural influences on consumer behavior in Vietnam
- The role of promotion in the Vietnamese market
- Effective promotion strategies for consumer goods in Vietnam
- Analysis of different elements of the promotion mix in the Vietnamese context
- The importance of cultural understanding for successful marketing campaigns
Zusammenfassung der Kapitel (Chapter Summaries)
The thesis begins with an introduction outlining the background, problem formulation, purpose, research questions, and structure of the study. Chapter 2 delves into theoretical foundations, defining key terms like "promotion," "consumers," "consumer goods," and "culture," and introducing core concepts from promotion theory, including the role and impacts of promotion, communication processes, and integrated marketing communications.
Chapter 3 provides a comprehensive overview of Vietnam, covering key historical, geographical, and economic data, as well as a detailed analysis of the promotion environment, including politics, administration, economy, and legal frameworks. It further examines selected industries, focusing on the consumer goods producing industry, promotion industry, and retail industry, including traditional, modern, and other retail formats.
Chapter 4 focuses on Vietnamese consumers, analyzing population and employment data, exploring living conditions, income, working conditions, housing conditions, healthcare, and other relevant factors. It further investigates consumer shopping behavior, highlighting influences on outlet selection and characteristics of traditional and modern trade. The chapter also addresses the significance of the female population and the regional differences between the North and South of Vietnam.
Chapter 5 delves into the intricate cultural influences on consumer behavior in Vietnam. It explores different models for categorizing Vietnamese culture, including Hofstede's Five Dimensions of Culture and Lewis Three Culture Categories. The chapter then examines key elements of Vietnamese culture, including education, communication and language, social organizations, religion, values and attitudes, aesthetics, and other cultural elements.
Chapter 6 outlines the research design, detailing the methodology used for both secondary and primary research. It discusses expert interviews, focus groups, and observation as primary research methods. The chapter also acknowledges potential research constraints.
The remaining chapters, focusing on the discussion of findings, are not included in this preview to avoid spoilers.
Schlüsselwörter (Keywords)
The thesis explores the promotion of consumer goods in Vietnam, focusing on key themes like consumer behavior, cultural influences, promotion strategies, and integrated marketing communications. It analyzes the Vietnamese consumer landscape, examining factors like demographics, living conditions, and shopping behavior, and investigates the role of culture in shaping consumer preferences and decisions.
- Citation du texte
- Fabian Heymer (Auteur), 2008, Successful Promotion of Consumer Goods in Vietnam, Munich, GRIN Verlag, https://www.grin.com/document/94370
