AI SearchBranding in Thailand : (Record no. 13280)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03978nas|a2200433 i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260817171721.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 021014s2002 th u m rtt 00| a1eng d |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | .b11868296 |
| 099 #9 - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | AIT RSPR no. SM-02-24 |
| 100 0# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Indrajit Kumar Pandey |
| 245 10 - TITLE STATEMENT | |
| Title | Branding in Thailand : |
| Remainder of title | a qualitative brand analysis of Dutch Mill |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Bangkok : |
| Name of publisher, distributor, etc. | Asian Institute of Technology, |
| Date of publication, distribution, etc. | 2002 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 92 leaves |
| 490 1# - SERIES STATEMENT | |
| Series statement | Research studies project report ; |
| Volume/sequential designation | no. SM-02-24 |
| 500 ## - GENERAL NOTE | |
| General note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2002 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | With its long presence in the market, complimented by outstanding perf01mance and reputation, Dutch Mill brand is widely recognized in Thailand and is increasing its presence in the Asia -Pacific region. Though Dutch Mill is widely recognized, this recognition extends mostly to the product category-drinking yogurt. Any Thai who thinks of yogurt has to have Dutch Mill in the evocate set. The question then arises that is that enough? Further this problem is compounded by the increase in competition, both foreign and domestic. Confronting these problems and more the Dutch Mill brand has initiated to building a strong favorable image of the brand and not just the awareness. The Dutch Mill group believes branding, to be the strategic key to success and the enhancement of the overall competitiveness of the company. This research aims at investigating the brand by the way of conducting a brand audit. The said audit involves the analysis of both brand inventory and exploratory, of both Dutch Mill and its competitors. The results of the analysis brings out that the Dutch Mill brand has a relatively strong brand inventory, however there exits some facets that require strengthening. On the other hand the exploratory analysis brings out that though the brand has accumulated great acceptance and has a stronger image than its competitors, which does not necessarily guarantee or mean that there is great brand loyalty. In other words the consumers might be aware of and satisfied with the brand but as yogurt is a low involvement product the consumers are high brand switchers- dependent on availability and price. In order to build brand loyalty, the last chapter brings out Dutch Mill specific recommendations, which the author believe are critical for Dutch Mill's future success story. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Brand name products |
| General subdivision | Thailand |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Product management |
| General subdivision | Thailand |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Tocquer, Gerard A., |
| Relator term | Chairperson |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Bechter, Clemens, |
| Relator term | Examination Committee |
| 700 0# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Sununta Siengthai, |
| Relator term | Examination Committee |
| 810 2# - SERIES ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Asian Institute of Technology. |
| Title of a work | Research studies project report ; |
| Volume/sequential designation | no. SM-02-24 |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Full-Text |
| Uniform Resource Identifier | <a href="http://203.159.5.9/ait-thesis/detail.php?q=B07832">http://203.159.5.9/ait-thesis/detail.php?q=B07832</a> |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) | |
| a | .b11868296 |
| b | mnait |
| c | u |
| 902 ## - LOCAL DATA ELEMENT B, LDB (RLIN) | |
| a | 240627 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| Operator's initials, OID (RLIN) | 0 |
| Cataloger's initials, CIN (RLIN) | 021014 |
| First date, FD (RLIN) | m |
| -- | a |
| -- | u |
| -- | 0 |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnait |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnait |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnarc |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnarc |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | 20-AIT Publication |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | 40-Archives |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : 30050120607337 |
| CREATED | CREATED : 2002-10-14 |
| RECORD Id | RECORD # : i12302223 |
| LPATRON | LPATRON : 1026931 |
| LCHKIN | LCHKIN : 2016-09-26 |
| RENEWALS | # RENEWALS : 0 |
| -- | # OVERDUE : 0 |
| -- | IUSE3 : 0 |
| -- | TOT CHKOUT : 12 |
| -- | TOT RENEW : 11 |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : 30050120607329 |
| CREATED | CREATED : 2002-10-14 |
| RECORD Id | RECORD # : i12302235 |
| LPATRON | LPATRON : 1023766 |
| LCHKIN | LCHKIN : 2012-09-28 |
| RENEWALS | # RENEWALS : 0 |
| -- | # OVERDUE : 0 |
| -- | IUSE3 : 0 |
| -- | TOT CHKOUT : 6 |
| -- | TOT RENEW : 1 |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : 30050160080288 |
| CREATED | CREATED : 2016-05-18 |
| RECORD Id | RECORD # : i1298274x |
| LPATRON | LPATRON : 0 |
| LCHKIN | LCHKIN : - |
| RENEWALS | # RENEWALS : 0 |
| -- | # OVERDUE : 0 |
| -- | IUSE3 : 0 |
| -- | TOT CHKOUT : 0 |
| -- | TOT RENEW : 0 |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : 30050120996714 |
| CREATED | CREATED : 2020-05-05 |
| RECORD Id | RECORD # : i13270631 |
| LPATRON | LPATRON : 0 |
| LCHKIN | LCHKIN : - |
| RENEWALS | # RENEWALS : 0 |
| -- | # OVERDUE : 0 |
| -- | IUSE3 : 0 |
| -- | TOT CHKOUT : 0 |
| -- | TOT RENEW : 0 |
| Withdrawn status | Lost status | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Cost, normal purchase price | Total checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | 50.00 | AIT RSPR no. SM-02-24 | 30050120607337 | 17/08/2026 | 2 | 17/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | 50.00 | AIT RSPR no. SM-02-24 | 30050120607329 | 17/08/2026 | 1 | 17/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no. SM-02-24 | 30050160080288 | 17/08/2026 | 1 | 17/08/2026 | 40-Archives | |||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | 50.00 | AIT RSPR no. SM-02-24 | 30050120996714 | 17/08/2026 | 3 | 17/08/2026 | 20-AIT Publication |