The following seminar thesis deals with the German dairy company Zott and its performance in the South-East Asian country Vietnam with particular regard to the advertising strategy. The research question is: How does Zott implement advertising instruments to acquire children as new customers? In the course of the preparatory work, two research hypotheses were developed:
1) The more children can identify with a brand, the higher the consumption of products of that brand.
2) The response of emotions in children is essential in advertising. Especially positive feelings and emotions trigger a big effect in children. In order to verify the truthfulness of this hypothesis, it is therefore necessary to examine the commercials.
Table of contents
1 An intercontinental dairy company
2 Advantageous market on the other side of the world
2.1 Openness to the world as a door opener
2.2 Trends in milk consumption
2.3 German production – a flagship in Vietnam
3 Advertising strategy
3.1 Investigation of the commercials
3.2 Critical consideration of advertising
3.3 Impact of advertising to children
3.4 Importance of mascots for advertising strategy
4 Conclusion and verification of the hypotheses
5 Source list
6 List of figures
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