| dc.description.abstract | According to the report about Vietnam ice cream market of Kido Company,
ice cream’s consumption in Vietnam is still low compared to other countries in the region with one litter per capita each year, it is expected that this consumption will continue developing strongly between 2010 and 2015 as market conditions and living standards
have improved. Consumer demand for ice cream, although already high, is anticipated to increase further. In addition, the hot weather in Vietnam is another factor that will push growth. As a result, brands which offer more nutritional content, while maintaining the good taste and a reasonable price, will promise much growth potential. Although Kido
now contributes to around 60% ice cream market share. Celano and Merino, one of two main brand names of Kido, still stand behind Wall about brand awareness after the return
of Wall in 2009. Besides, other competitors is also a threat to Kido including Monte Rosa, Fanny, New Zealand, Monte Rico, Haagen Dazs, Vinamilk and Bingrae. The objectives of this dissertation is to study customers’ reactions and attitude toward new product-Celano 400ml which will be launched in the sixth of August 2012. This study also learn about customers’ behavior in buying and using ice cream and learning about their knowledge of our direct, indirect and related competitors to have an effective
marketing plan. | en_US |
