SCHOOL OF WESTERN SYDNEY UNIVERSITY

ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Tang Ha Ngoc Thao Student ID number: 22118701

UNIT AND TUTORIAL DETAILS

Unit name: Strategic Brand Management Unit number: SBM-T323WSB-2

Tutorial group: Tutorial day and time: Wed, 8:00 - 11:15
Lecturer or Tutor name: Ms. Le Thi Hong Minh

ASSIGNMENT DETAILS

Title: Assessment 1: Case Study

Length: 1000 words Due date: Oct 29th, 2023 Date submitted: Oct 29th, 2023
Home campus (where you are enrolled): 196 Tran Quang Khai Street, Tan Dinh Ward, District 1

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ARO 00380 08/15

 I. Introduction:
Potato snack is one of the familiar snacks for Vietnamese people. Vietnam is even in the top 5
most developed snack markets in ASEAN, together with the Philippines, Indonesia, and
Thailand, creating a revenue of 3.5 billion USD in 2016 for this snack food sector (Thuỳ
Linh, 2017).

Therefore, the purpose of this report is to measure brand awareness and association, which
are the factors that affect and create the reputation of the snack brands in the Vietnamese
market, Lay's and O'Star. This analysis involves assessing the depth and breadth of brand
awareness using a survey of 30 respondents, as well as secondary research on digital
marketing. Additionally, the report utilizes brand netnography and mind-mapping techniques
to highlight key brand associations.

II. Body:
● Brand Awareness
This survey was sent to 30 respondents, including 16 females and 14 males, hoping to
investigate brand depth and breadth, vital tools for assessing brand awareness. In order to
achieve brand awareness, this survey will gather the volume recall and recognition of
customers about two brands.

As the brand recall - a part of brand depth, up to 60% of people think of Lay's first when
asked, "Which of the first brands comes to your mind when mentioning snacks?" (Appendix
1). Meanwhile, another question that should be mentioned is "Which snack brand do you
prefer to purchase?" more than 66.7% choose Lay's (Appendix 2). In contrast, only 20% of
respondents selected O'Star when asking about snacks and which brand they prefer to
purchase (Appendix 2). That information can be assumed that the brand recall and
recognition of Lay's is strong.

Another result shows that Lay's has created a stronger brand depth than its competitors. Due
to the question requiring respondents to rank the popularity of snack brands, more than half of
the respondents rated Lay's as the highest popularity (Appendix 3). Meanwhile, the number of
people who ranked O'Star as the highest in popularity is only half that of Lay's, and 15 people
ranked O'Star as second position in popularity. The result of that assessment may be because
Lay's active marketing activities on social media platforms more than O'Star when Lay's
latest post was in October 2023, and O'Star has been since March 2023 (Appendix 4).

In addition, this survey also consists of a question that aims to explore the habit behavior of
customers about snack food. The answer has the highest selection of Lay's and O'Star for that
question the customers prefer using when they have an appetite at the proportion is 66.7%
and 90%, respectively (Appendix 5). Moreover, Lay's has a more apparent orientation
towards consumer behavior. According to Brade Mar (2022), Lay's orients its products for
parties, picnics, watching movies, or chatting with friends. Therefore, based on the above
data, it can be assumed that Lay's has successfully achieved brand breadth when up to 40% of
respondents choose Lay's when having a party and 63.3% when watching TV (Appendix 5).
Meanwhile, with those two choices for O'Star, there are only about 33% and 36%,
respectively.

● Brand Association
Besides, a study will also collect data from researching the brand association of both brands,
Lay's and O'Star, because the brand association is a crucial influence directly to the increase
of brand awareness. Specifically, this survey requested customers to evaluate a brand by
asking, "How do you think about Lay's and O'Star?". The typical positive responses that Lay's
received were 17 agreeing that Lay's is a high-quality and famous brand; 12 people chose
Lay's as a trendy brand. In contrast, the level of O'Star respondents agreeing with the above
three opinions is not as high as Lay's, but the number of people agreeing with the safety of
O'Star and Lay's products is the same; O'Star is even rated as cheaper and easier to accessible;
As well as up to 21 people chose O'Star's product as more flavorful than Lay's (Appendix 6).
When combined with secondary data, which is collected from the netnographies, there is even
more insight into how customers perceive and evaluate both brands. There are many
customers on some social media platforms when discussing the two brands, Lay's and O'Star,
often saying that Lay's potatoes are quite bland, while O'Star is considered to be more savory,
or even for many people is quite salty (Appendix 7).

When mentioning popularity and trends, Lay's is chosen more than O'Star. It can be supposed
that Lay's has been very active in carrying out marketing activities because of the question,
"Which of these platforms did you see an advertisement for two of these brands on?" The
number of people choosing the answer "did not see" for O'Star is four times higher than Lay's
(Appendix 8). That makes Lay's unique because the company has been active on all
platforms, especially TV because up to 18 respondents answered that they often see Lay's
advertisements on television because the company has cooperated and sponsored the Rap Viet
program, which is also the consumer behavior orientation of Lay's customers. Since then,
Lay's has attracted many young people to posts combined with Vietnamese rap programs,
specifically 3.1k views and 3.2k comments on the brand's official Facebook page, and fans of
the show go everywhere to buy Lay's (Appendix 9).

As a result, consumers are also more impressed with Lay's products because up to 43.3% of
respondents are highly impressed with Lay's, and for O'Star, only 13.3% (Appendix 10).
Thus, when hiding the brand name and only looking at the keywords, 80% of people
recognize Lay's brand, while only 63% recognize O'Star (Appendix 11).
 III. Conclusion:
Through the above analysis of primary and secondary data, it is clear the difference in brand
awareness and brand association between the two brands. Besides, it also emphasizes the
importance of brand awareness in building a series of positive brand associations. The results
of this analysis show that Lay's has a larger extent of brand breadth and depth, and the level
of brand recognition and brand association is stronger than O'Star in the Vietnamese market.
 References

Brade Mar. (2022). Chiến lược marketing của lay’s | brade mar. Brademar.com.
https://brademar.com/chien-luoc-marketing-cua-lays/

Thuỳ Linh. (2017, July 30). Việt nam thuộc top 5 thị trường bánh snack phát triển nhất đông
nam Á. Thanhnien.vn.
https://thanhnien.vn/viet-nam-thuoc-top-5-thi-truong-banh-snack-phat-trien-nhat-dong
-nam-a-185683509.htm
 Netnography

Netnography of Lay's

URL Positive/ Performance Imagery Judgement Feelings Resonance Types of

Negative review

Bach Hoa Positive The potatoes Sharing Snack Lay's Lay's is Lay's A website
Xanh in Lay's products can is made always products review
products are be used with entirely with famous for its always have
selected and friends or sunflower oil, top quality. an irresistible
processed to family. is low in appeal.
high saturated fat,
standards. and has no
synthetic fats.

Pham Positive The potato Extremely A loyal A comment

Ngoc Anh flavor is satisfied and customer of customer
(Appendix apparent, like Lay's because she of Lay's
12) crispy, and brand. has to eat at official
rich in flavor. least one fanpage
packet every
day.

Duong Thi Positive Use with Lay's MAX Satisfied Extremely A comment
Huynh friends/when mixed with love Lay's. of customer
Giao having a street food of Lay's
(Appendix party. has a strange official
13) flavor but fanpage
still feels the
standard taste
of Lay's
potatoes.

Summary Positive High-quality ● Using Clear potato All are Most

product with flavor. satisfied with customers are
friends or the products. likely to be
family loyal
● When customers.
having a
party.
 Netnography of O'Star

URL Positive/ Performance Imagery Judgement Feelings Resonance Types of

Negative review

Vkqt18 Positive The product Suitable for O'Star Snack Satisfied Recommend A review
(Appendix is easy to find those who is unique and post on a
14) and has a like savory bold. website.
reasonable snacks or
price. want to
experience
new flavors.

Sài Gòn Positive Convenient O'Star Different Satisfied Highly A review

eer products, products are tastes in recommend blog
reasonable convenient different trying
prices, and products for types of
wide parties with flavors.
coverage in friends.
every store.

Summary Positive Cheap price, ● Suitable ● Strange Satisfied Recommend

easy to buy. for taste.
people ● Bold
with a flavors.
taste for ● Many
savory different
foods. flavors.
● Suitable
for
parties.
 Appendix

Appendix 1:

Appendix 2:

Appendix 3:
Appendix 4:
Appendix 5:

Appendix 6:
Appendix 7:

Appendix 8:
Appendix 9:
Appendix 10:
Appendix 11:

Appendix 12:
Appendix 13:

Appendix 14: