Creating a sustainable brand and product strategy for Cau Tre, Saigon (Vietnam)

Creating a sustainable brand and product strategy for Cau Tre, Saigon (Vietnam)

Van de Ven, F.A.H.J.

Crul, M. (mentor)
Roscam Abbing, E. (mentor)

Industrial Design Engineering

Design for Sustainability

Master of Science Strategic Product Design

2011-08-25

This MSc. thesis is about the creation of a sustainable brand and product strategy for Vietnamese food and tea processing company, Cau Tre. During an audit of 3 months internally, the author has analyzed the company structure, its NPD processes, mission and vision, long term goals and external brand context. This resulted in the creation of an overall brand strategy for O'Tea, Cau Tre's new tea brand. Next to this, a product strategy for one particular product has been created. This thesis has been made possible in collaboration with SPIN, VNCPC and Design for Sustainability, TU Delft.

product strategy
sustainability
SPIN
tea product

http://resolver.tudelft.nl/uuid:cac3d280-73f5-432f-967d-9ca5733843ac

2011-08-25

Campus only

Student theses

master thesis

(c) 2011 Van de Ven, F.A.H.J.