AI SearchDeodorants and anti-perspirants in Thailand : (Record no. 26618)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 05060nas|a2200433 i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260818090027.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 031219s2003 th uu m rtt 00| a1eng d |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | .b11906790 |
| 099 #9 - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | AIT RSPR no.SM-03-01 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | L'ecuyer, Jean |
| 245 10 - TITLE STATEMENT | |
| Title | Deodorants and anti-perspirants in Thailand : |
| Remainder of title | not a very refreshing thought |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Bangkok : |
| Name of publisher, distributor, etc. | Asian Institute of Technology, |
| Date of publication, distribution, etc. | 2003 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 64 leaves |
| 490 1# - SERIES STATEMENT | |
| Series statement | Research studies project report ; |
| Volume/sequential designation | no. SM-03-01 |
| 500 ## - GENERAL NOTE | |
| General note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The purpose of this research study is mainly to uncover the reasons behind both the product category's poor performance and Rexona's relative decline, and propose a solution to simultaneously improve the prospects for the former and the latter. On the basis of determining and analyzing 1) the factors and influences that have instilled the category with a legitimate and necessary role in the ritual of daily hygiene throughout the Western hemisphere, 2) an analysis of the marketing activities that have been undertaken by the brands comprising the category, from the latter's introduction in the Thai market to the present day, and 3) an in-depth look into the Thai consumer, the roots of the problem were identified and confirmed. In essence, poor marketing is to blame. From the onset, the category positioned itself in a manner that was simply incompatible with the Thai consumer. Due to cultural peculiarities, which range from existing hygienic habits and the prevalence of hedonism to the fact that body odour is more taboo in the kingdom than it is in the West, the products, which had initially positioned themselves the same way as they had in Western markets, were simply irrelevant to the majority of Thai consumers. To make matters worse, in an effort to improve consumer acceptance of the category, a number of leading brands pursued strategies that revolved around the creation of new needs for the products, most of which were inconsistent with the category's core proposition and were far from being sufficiently motivating to influence consumers' hygienic habits, thereby ultimately serving to undermine the legitimacy and credibility of the category. Concerning Rexona more particularly, given that it has typically positioned itself as the advocate of the category's true functional benefits by claiming to be the most efficacious brand, it should theoretically be more adversely affected than most brands when considering the Thai consumer's idiosyncrasies. However, since the brand has always outspent its rivals by more than 100% in its promotional activities, it has managed to remain among the leading brands in terms of market share. Given the current market size however, such a strategy will soon prove to be unsustainable. Furthermore, as the brand is no longer perceived as the undisputable leader, the result of aggressive competition and its image having tarnished/degraded over the past couple of years, it is safe to say that the brand is in a precarious situation. As the product category is still in the initial phase of its life cycle when considering the low rate of market penetration, there is enormous potential for growth. In effect, Rexona could become much more profitable but for this to happen, it is imperative to direct marketing efforts towards stimulating primary demand in addition to stimulating selective demand, as the product must first become relevant in the most basic sense. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Deodorants |
| Geographic subdivision | Thailand |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing research |
| Geographic subdivision | Thailand |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Speece, Mark W., |
| Relator term | Chairperson |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Truong, Quang, |
| Relator term | Examination Committee |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Swierczek, F.W., |
| Relator term | Examination Committee |
| 710 2# - ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Self-support, |
| Relator term | Scholarship donor |
| 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-03-01 |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Full-Text |
| Uniform Resource Identifier | <a href=" http://203.159.5.9/ait-thesis/detail.php?q=B08579"> http://203.159.5.9/ait-thesis/detail.php?q=B08579</a> |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) | |
| a | .b11906790 |
| b | mnait |
| c | u |
| 902 ## - LOCAL DATA ELEMENT B, LDB (RLIN) | |
| a | 240702 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| Operator's initials, OID (RLIN) | 0 |
| Cataloger's initials, CIN (RLIN) | 031219 |
| 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 : 30050120667299 |
| CREATED | CREATED : 2003-12-19 |
| RECORD Id | RECORD # : i12367205 |
| LPATRON | LPATRON : 1015771 |
| LCHKIN | LCHKIN : 2004-07-29 |
| RENEWALS | # RENEWALS : 0 |
| -- | # OVERDUE : 0 |
| -- | IUSE3 : 0 |
| -- | TOT CHKOUT : 1 |
| -- | TOT RENEW : 0 |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : 30050004492418 |
| CREATED | CREATED : 2003-12-19 |
| RECORD Id | RECORD # : i12367217 |
| LPATRON | LPATRON : 1015885 |
| LCHKIN | LCHKIN : 2005-11-04 |
| RENEWALS | # RENEWALS : 0 |
| -- | # OVERDUE : 0 |
| -- | IUSE3 : 0 |
| -- | TOT CHKOUT : 1 |
| -- | TOT RENEW : 0 |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : 30050160079785 |
| CREATED | CREATED : 2016-05-19 |
| RECORD Id | RECORD # : i12983986 |
| LPATRON | LPATRON : 0 |
| LCHKIN | LCHKIN : - |
| RENEWALS | # RENEWALS : 0 |
| -- | # OVERDUE : 0 |
| -- | IUSE3 : 0 |
| -- | TOT CHKOUT : 0 |
| -- | TOT RENEW : 0 |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : 30050120993950 |
| CREATED | CREATED : 2020-02-25 |
| RECORD Id | RECORD # : i13263420 |
| 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 | 18/08/2026 | 50.00 | AIT RSPR no.SM-03-01 | 30050120667299 | 18/08/2026 | 1 | 18/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 18/08/2026 | 50.00 | AIT RSPR no.SM-03-01 | 30050004492418 | 18/08/2026 | 2 | 18/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 18/08/2026 | AIT RSPR no.SM-03-01 | 30050160079785 | 18/08/2026 | 1 | 18/08/2026 | 40-Archives | |||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 18/08/2026 | AIT RSPR no.SM-03-01 | 30050120993950 | 18/08/2026 | 3 | 18/08/2026 | 20-AIT Publication |