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035 _a.b11987121
099 9 _aAIT RSPR no.SM-05-07
100 0 _aThanawan Sirivorapat
245 1 0 _aBranding strategy of "Double A" in Thailand :
_bthe study of strategic Brand Concept Management (BCM)
260 _aPathum Thani, Thailand :
_bAsian Institute of Technology,
_c2005
300 _a66 leaves
490 1 _aResearch studies project report ;
_vno. SM-05-07
500 _aA research study 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, 2005
520 _aDue to intense rivalry in current marketplace, the firms with similar products or services cannot compete effectively. For commodity which is normally difficult to differentiate, the cutting price strategy is considered the main key. However, pricing is not actually the only one competing basis. Advance Agro Public Company Limited, one of the biggest and most modem pulp and paper manufacturers in Thailand has launched "Double A" brand for A4 premium copy paper. It is an inventive idea to differentiate and build paper brand in the consumer's mind by implementing a range of marketing and communication tools. The successful brand building generates Advance Agro several advantages, remarkably, the opportunities of extension to related businesses and growing internationally as a global brand. From the marketers' viewpoint, this research is concluded by analyzing all implemented marketing and communication strategies. In addition, the research identifies strategic Brand Concept Management (BCM) showing the sequential processes of selecting, introducing, elaborating and fortifying Double A brand concept. Recommendations for Double A brand management and directions for further researches are also proposed in the final part.
650 0 _aProduct management
_zThailand
610 0 _aDouble A (Firm)
700 1 _aJohri, Lalit M.,
_eChairperson
700 1 _aDimmitt, Nicholas J.,
_eExamination Committee
700 0 _aSununta Siengthai,
_eExamination Committee
710 2 _aRoyal Thai Government Fellowship,
_eScholarship Donor
810 2 _aAsian Institute of Technology.
_tResearch studies project report ;
_vno. SM-05-07
856 _3Full-Text
_u http://203.159.5.9/ait-thesis/detail.php?q=B09645
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