000			03978nas|a2200433 i 4500
005			20260817171721.0
008			021014s2002 th u m rtt 00| a1eng d
035			_a.b11868296
099		9	_aAIT RSPR no. SM-02-24
100	0		_aIndrajit Kumar Pandey
245	1	0	_aBranding in Thailand : _ba qualitative brand analysis of Dutch Mill
260			_aBangkok : _bAsian Institute of Technology, _c2002
300			_a92 leaves
490	1		_aResearch studies project report ; _vno. SM-02-24
500			_aA research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management
502			_aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2002
520			_aWith 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	_aBrand name products _xThailand
650		0	_aProduct management _xThailand
700	1		_aTocquer, Gerard A., _eChairperson
700	1		_aBechter, Clemens, _eExamination Committee
700	0		_aSununta Siengthai, _eExamination Committee
810	2		_aAsian Institute of Technology. _tResearch studies project report ; _vno. SM-02-24
856			_3Full-Text _uhttp://203.159.5.9/ait-thesis/detail.php?q=B07832
907			_a.b11868296 _bmnait _cu
902			_a240627
998			_b0 _c021014 _dm _ea _fu _g0
945			_lmnait
945			_lmnait
945			_lmnarc
945			_lmnarc
942			_c20
942			_c40
909			_aBarcode : 30050120607337 _bCREATED : 2002-10-14 _cRECORD # : i12302223 _dLPATRON : 1026931 _eLCHKIN : 2016-09-26 _f# RENEWALS : 0 _g# OVERDUE : 0 _hIUSE3 : 0 _iTOT CHKOUT : 12 _jTOT RENEW : 11
909			_aBarcode : 30050120607329 _bCREATED : 2002-10-14 _cRECORD # : i12302235 _dLPATRON : 1023766 _eLCHKIN : 2012-09-28 _f# RENEWALS : 0 _g# OVERDUE : 0 _hIUSE3 : 0 _iTOT CHKOUT : 6 _jTOT RENEW : 1
909			_aBarcode : 30050160080288 _bCREATED : 2016-05-18 _cRECORD # : i1298274x _dLPATRON : 0 _eLCHKIN : - _f# RENEWALS : 0 _g# OVERDUE : 0 _hIUSE3 : 0 _iTOT CHKOUT : 0 _jTOT RENEW : 0
909			_aBarcode : 30050120996714 _bCREATED : 2020-05-05 _cRECORD # : i13270631 _dLPATRON : 0 _eLCHKIN : - _f# RENEWALS : 0 _g# OVERDUE : 0 _hIUSE3 : 0 _iTOT CHKOUT : 0 _jTOT RENEW : 0
999			_c13280 _d13280