I/ Using a strategy to develop the product structure of a company in the personal consumer goods industry operating in the Vietnamese market, analyze:

1. What product structure development strategy does the company implement?

2. What is the brand strategy associated with the product structure development strategy?

3. In your opinion, what is the goal of the product structure development strategy and analyze the role of the brand strategy in achieving that goal.

• Example: Masan, Unilever, Nielsen brands in Vietnam

• Refer: Keller, K. L. (2013). Strategic Brand Management: Branding, Measuring, and Manage Brand Equity. Pearson Education Limited.

II/ Consumption intention is the result of marketing policies in creating brand awareness for target customers and establishing in the target customer's mind a positive image of the brand. However, the consumption intention has not yet generated revenue for the brand, said:

1. The reason why target customers have not yet moved from consumption intention to consumption behavior.

2. Using a marketing activity of a brand operating in the Vietnamese market illustrates the role of a marketing activity to promote target customers to switch from consumption intention to consumption behavior.

• Refer:

• Keller, K. L. (2013). Strategic Brand Management: Branding, Measuring, and Manage Brand Equity. Pearson Education Limited.

• J. Paul Peter and Jerry Olson (2010). Consumer Behavior and Marketing Strategy, 9th Edition, McGraw Hill