Analyze The Impact Of Marketing Mix To Brand Image Of A Specific Company

Abstract

With the psychology of preferring foreign products, Vietnamese parents would like to prefer foreign powdered milk to domestic one for their children. Furthermore, the market of powdered milk for children in Vietnam now becomes playground of foreign competitors, some well-known foreign brand names such as Abbott, Friesland Campina and Mead Johnson. It can be seen that Dielac of Vinamilk is a domestic product which tries to compete with other international brand names. In the other hand, Dielac has made a lot of effort to emphasis that Dielac provides nutrient products which is suitable for Vietnamese children. In addition, Dielac has been working hard to change Vietnamese‟s prejudice about domestic products usually having not good quality. Regarding the battle in the market of powdered milk for children between strong foreign competitors and Dielac, they have to launch good strategies to win a certain position in the market and customers‟ mind. As that reasons, our group would like to choose Dielac of Vinamilk for conducting our study. The topic of dissertation is „analyze the impact of marketing mix to brand image of a specific company. In the study, our group will clarify in details and prove the relationship between 4Ps and the brand image of Dielac at Vinamilk.