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008			020710s2001 th u m rtt 00| a1eng d
035			_a.b11857377
099		9	_aAIT RSPR no. SM-01-124
100	1		_aGuignot, Laurent
245	1	0	_aDeveloping branding strategy : _ba case study of the Singha Beer (Boon Rawd Brewery) in Thailand
260			_aBangkok : _bAsian Institute of Technology, _c2001
300			_a67 leaves
490	1		_aResearch studies project report ; _vno. SM-01-124
500			_aA research study submitted in partial fulfillment of the requirements for the degree of Master of Business and Administration, School of Management
502			_aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001
520			_aBoon Rawd Brewery, Thailand's leading local brewer, is the producer of the most famous Thai beer: The Singha. This research study will focus on both the brand and marketing strategies used by Boon Rawd Brewery to develop and promote its main product, Singha lager beer. Although this study will center on the Thai market, it is important to note that Singha beer is also present in foreign markets such as that in the USA (where Singha is the best selling Thai beer) or those in other Asian countries. The main market is, of course, Thailand where Shinga competes against both local beers, and foreign brews like that of the Danish giant Carlsberg with its Chang beer (or elephant beer). This study will first present a brand inventory to provide a current comprehensive profile of how the Shinga beer is marketed and branded. The second aspect of this project will be the brand exploration. This will consist in doing some research to understand better what consumers think and feel about the brand. Finally, depending on the results obtained, this study will propose solutions and recommendations which may help to develop brand awareness.
650		0	_aSingha Beer _xBusiness names _xThailand
700	1		_aTocquer, Gerard A., _eChairperson
700	1		_aBechter, Clemens, _eExamination Committee
700	1		_aSwierczek, F.W., _eExamination Committee
810	2		_aAsian Institute of Technology. _tResearch studies project report ; _vno. SM-01-124
856			_3Full-Text _uhttp://203.159.5.9/ait-thesis/detail.php?q=B07449
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902			_a240618
998			_b0 _c020710 _dm _ea _fu _g0
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