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The Nielsen Case Competition 6th Edition Final Round Case Study
1
of Presentati Nielsen CaseTitle Competition Copyright Copyright © © 2012 2012 The The Nielsen Nielsen Company. Company. Confidential Confidential and and proprietary. proprietary.
Competition Guide • Read everything carefully & use details (charts, etc.) to support your analysis and recommendations • Determine who should review what? Allocate responsibilities amongst team wisely • Look at notes beneath slide for explanations • Not all information in the case study may be useful – it’s up to you to decide! • Don’t understand something? Try the appendix or Google search • You are encouraged to add your own deskresearch information (reliable sources) to strengthen your analysis • The key is to understand the story, all the slides put together tell a story 2 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Rules Reminder • You have 20 hours for final case, no outside help is allowed, other than your 4 team members and the internet • All work must be original • Presentations should be in Microsoft PowerPoint format • All communications should be in English • Teams have no more than 15 minutes to present to judges (we will cut the time at exactly 15 minutes, no exceptions) followed by 10 minutes Q&A • Feel free to use other supporting sources via internet or library
3 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Remember •
The judges are
your client
•
present to them like they are your client …So
4 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Last important note… • Think about how you organize your presentation • Carefully consider how you organize slides and add in your own thoughts to make a smooth and clear presentation
5 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Background
6 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
About your client: Vietnamese Tobacco • Vietnamese Tobacco is a leading company in the cigarette market, but has been stagnant for quite a long period of time. • Its product range spreads across Medium (brands Med 1 and Med 2) and Premium segment (Pre 111 and Pre 222)
Competitor landscape: • Korean Tobacco is the competitor who has been significantly growing recently with two brands “Seoul” (Premium segment) and “KT” (Medium brand) • Viet Trade is another large company competing with Vietnamese Tobacco on Medium segment. Their main brand is Viet Trade Title of Presentation
7
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Situation • You are a member of the Nielsen client services team and are in charge of the Vietnamese Tobacco account. • Your client has requested you review all available market research studies which they have conducted with Nielsen to provide a suggestion on how they can drive growth again. • By interpreting the following figures, you need to: – Help your client review & access their performance – Identify the issues or opportunities of growth (if any) – Provide your suggestions • You are encouraged to add your own desk-research information (reliable sources) to strengthen your analysis • Important Note: In Vietnam, tobacco is not allowed to be promoted on communication channels such as TV, radio, newspapers/ magazines and billboards. Title of Presentation
8
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Note: Volume Share %: an individual brand or SKU share of either its total market or a specific market segment, a key measure of relative performance.
Price segment – Vol % Share - Nationwide 51.5 52.1 51.9 51.5 51.0 51.2 51.3 51.2 50.4 50.1 49.6 49.6 49.0 48.4 48.2 47.3 47.2 46.9 46.8 47.0 43.6 43.2 43.6 44.0 44.3 43.8 43.5 43.5 43.9 43.8 43.9 43.4 43.5 43.2 43.2 43.8 43.6 43.6 43.1 42.9
4.9
J
AN
11
4.7
4.5
4.5
4.6
5.0
5.1
5.3
5.8
6.1
6.5
7.0
7.6
8.3
8.6
8.9
9.2
9.5 10.0 10.1
12 11 11 11 P11 T11 V11 11 12 B12 12 Y12 12 11 Y11 11 L11 12 L12 B R C N R R N R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Medium
Low
Price range (VND/20s)
Premium Key Brands
Premium
From 18.500 and above
Seoul, Pre 111 and Pre 222
Asp. Premium
From 12,000 – under 18,500
Med 1, Med 2, KT & Viet Trade
Low
Under 12,000
Low 1, Value for Money
9 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Price Per Pack (‘VND) Brand
Price Per pack
Pre 111
25,000
Pre 222
22,000
Seoul
22,000
Viet Trade
18,000
KT
16,000
Med 1
15,000
Med 2
13,000 Source: Nielsen Retail Audit (2012)
Title of Presentation
10
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Manufacturer – Vol % Share (Share based on total cigarette) - Nationwide 31.3 31.1 30.8 30.6 30.9 31.0 31.1 30.6 30.6 30.5 30.5 30.7 31.1 31.3 31.1 30.6 30.8 30.9 31.0 31.1
26.6 27.3 26.6 27.2 26.7 26.6 26.9 26.0 26.0 25.9 25.7 25.7 25.3 25.0 24.8 25.0 25.1 25.0 24.8 24.7
16.5 16.7 15.3 15.4 16.0 16.2 14.4 13.3 13.5 13.9 12.1 11.9 11.9 12.0 12.1 12.3 12.0 12.4 12.7 12.8
J
AN
11
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Korea Tobacco
Vietnamese Tobacco
Viet Trade Tobacco
Source: Nielsen Retail Audit (2012)
Title of Presentation
11
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnamese Tobacco Brand Portfolio – Vol % Share (Share based on total cigarette) Nationwide 15.1 14.7 14.5 14.2 14.4 14.5 14.7 14.5 14.4 14.7 14.6 14.9 14.8 14.6 14.6 14.2 14.2 14.1 14.3 14.1
7.8
8.1
8.0
8.0
8.3
8.0
7.9
7.8
8.2
8.1
6.9
6.9
7.0
7.1
6.9
7.1
7.1
6.9
6.5
6.2
1.4
1.4
1.3
1.3
1.3
1.4
1.4
1.4
1.5
1.5
Med 1 Brand Pre 222 Brand
7.3
7.6
7.8
7.0
6.5
6.8
1.6
1.6
1.7
Med 2 Brand Other Low brands
7.8
7.9
7.9
8.1
8.0
7.9
8.0
7.3
7.0
7.0
6.9
7.0
6.8
6.9
1.5
1.6
1.5
1.6
1.6
1.7
1.6
0.2
0.3
0.5
Pre 111 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
12
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Premium Brand Portfolio – Vol % Share (share based on Premium segment) - Nationwide
30
27
J
AN
11
30
26
30
26
30
27
29
29
28
33
27
35
27
38
26
43
25
45
25
23
22
18
49
52
55
57
19
17
60
61
2.11 2.99 4.95 17 17 17 16
64
65
66
66
11 11 L11 11 P11 T11 V11 12 11 11 Y11 11 12 B12 12 Y12 12 L12 12 B R R N N R R N C G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP M AP M
Seoul
Pre 111 Brand
Pre 222 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
13
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Premium Segment Brand Portfolio – Vol % Share (Share based on total cigarette) Nationwide
4.7
1.4 1.3
J
AN
11
1.4 1.2
1.3 1.2
1.3 1.2
1.3
1.7 1.4
1.8 1.4
2.0 1.4
2.5 1.5
2.8 1.5
3.2 1.6
3.6
1.6
5.2
5.4
5.8
6.6
6.7
1.6
1.7
1.6
0.2
0.3
0.5
6.1
4.1
1.7
1.5
1.6
1.5
1.6
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Seoul Brand
Pre 111 Brand
Pre 222 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
14
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Medium Brand Portfolio – Vol % Share (share based on Medium segment) - Nationwide
21
21
21
21
21
21
20
20
20
20
20
20
21
21
21
21
21
21
21
21
15
16
15
16
16
16
15
15
16
16
15
15
16
16
16
17
17
17
17
17
29
28
28
28
28
28
29
28
29
29
29
30
30
30
30
30
30
30
31
30
24
23
23
22
22
22
21
20
20
20
20
19
19
19
18
18
17
17
17
23
N JA
11
1 11 11 L11 11 P11 T11 V11 12 11 12 B12 12 L12 12 11 Y11 12 Y12 B1 R PR N R PR N C AN G G U U E A E C E A A A E O D J J F J F JU S JU A A M O M M AU N M AU
Viet Trade
Med 1 Brand
Med 2 Brand
KT Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
15
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Medium Segment Brand Portfolio – Vol % Share (Share based on total cigarette) Nationwide 15.1 14.7 14.5 14.2 14.4 14.5 14.7 14.5 14.4 14.7 14.6 14.9 14.8 14.6 14.6 14.2 14.2 14.1 14.3 14.1 12.0 12.4 11.8 11.7 11.0 11.2 11.2 10.6 10.8
7.8
J
AN
11
8.1
8.0
8.0
8.3
8.0
7.9
7.8
10.0 9.9
8.2
8.1
9.9
7.3
9.8
7.6
9.4
7.8
9.4
7.8
9.1 7.9
10.1 9.9 10.0 8.6
8.4
8.1
8.0
7.8
7.9
8.1
8.0
7.9
8.0
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Viet Trade
Med 1 Brand
Med 2 Brand
KT Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
16
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Korea Tobacco Brand Portfolio – Vol % Share (Share based on total cigarette) Nationwide 10.8 10.7 10.7 10.8 10.7 10.6 10.3 10.4 10.2 10.0 10.1 9.9
1.3
J
AN
11
1.2
1.2
1.2
1.3
1.7
1.8
2.0
2.5
2.8
3.2
3.6
9.8
4.1
9.7
4.7
10.1 10.0 10.2 10.1 9.9 10.0
5.2
5.4
5.8
6.1
6.6
6.7
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
KT Brand
Seoul Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
17
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Availability* - Nationwide 66
34
9
33
10
32
10
33
11
35
12
36
12
36
12
36
13
38
14
38
15
41
43
45
15
17
18
54
48
50
52
56
18
18
18
19
19
2
J
AN
11
60
20
5
21 9
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Seoul Brand
*: % total stores
Pre 111 Brand
Pre 222 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
18
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Penetration into Big stores for Medium segment* - Nationwide
45
18
43
17
43
18
43
19
44
19
45
19
46
20
46
21
47
22
48
24
51
25
55
26
60
28
62
29
64
31
65
33
68
36
71
38
76
41
10
80
41
15
4
J
AN
11
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Seoul Brand
*: % total Big stores for Medium segment
Pre 111 Brand
Pre 222 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
19
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Penetration into Big stores for Premium segment* - Nationwide
45
18
J
AN
11
43
17
43
18
43
19
44
19
45
19
46
20
46
21
47
22
48
24
51
25
54
25
56
26
58
27
60
28
62
28
63
65
67
28
30
32
2
3
69
35
4
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Seoul Brand
*: % total Big Premium stores
Pre 111 Brand
Pre 222 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
20
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Consumer support* (‘000 cigarette stick) - Nationwide 2,733 2,806 2,756
1,196
1,383 1,447
1,547 1,556
1,656 1,615 1,583
1,775 1,755 1,824
1,953
2,096 2,178
2,328
2,450 2,490
874 853 826 894 838 866 819 797 845 826 796 764 773 764 804 836 846 852 850 851 305.29 153.2225.35
J
AN
11
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Seoul Brand
Pre 111 Brand
*: consumer consumption (‘000 cigarette stick) per one % of distribution
Pre 222 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
21
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Pre 222 impacting with Seoul
Availability 1 1
1 4
Vol % Share 2 5.6
7
5.1 4.5
18 15
13 1.6
1.5 1.1
JUN12
JUL12
AUG12
Stores handling only Seoul Stores handling both Pre 222 & Seoul Stores handling only Pre 222
0.2
0.3
Pre 222
0.5 0
0
0
Seoul
Source: Nielsen Retail Audit (2012)
22 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
No interaction between Pre 111 and Seoul Availability
Vol % Share
4.5 45
48
4.1
51
11
12
15
8
8
6
JUN12
JUL12
AUG12
Stores handling only Seoul Stores handling both Pre 111 & Seoul Stores handling only Pre 111
4.6
2.0
1.9
2.1
1.1 0.5
0.5
Pre 111
1.2
1.1
0.5
Seoul
Source: Nielsen Retail Audit (2012)
23 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
New launch performance Availability
Penetration into Big stores for Medium seg
1st month after launch
2nd month after launch
3rd month after launch
1st month after launch
2nd month after launch
3rd month after launch
Seoul
1
3
4
Seoul
1
2
3
Pre 111
4
9
15
Pre 111
8
15
19
Pre 222
2
5
9
Pre 222
4
10
15
Penetration into Big stores for Premium seg 1st month after launch
2nd month after launch
3rd month after launch
Seoul
2
7
9
Pre 111
2
5
Pre 222
2
4
Consumer support (‘000 stick) 1st month after launch
2nd month after launch
3rd month after launch
Seoul
143
256
307
9
Pre 111
54
79
93
7
Pre 222
153
225
305
Source: Nielsen Retail Audit (2012)
24 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
A country with a young population Total Population (2011)
87,610,947 Retail sales of goods and services (2011)
~USD 95.45 Billions +24.2% vs 2010 +4.7% vs 2010 (excluding price factor) 9% 1% Trade business
11%
Hotel & restaurant
Service
Under 35 years old (2011)
62.6% 54,833,303 people
79%
Source: GSO, Nielsen database
Tourist
25
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Source: Brand Health Tracking Report (2012)
26
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Incidence of smoking in the past-1-month (Male)
Source: Brand Health Tracking Report (2012)
27
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Incidence of smoking in the past-1-month (Female)
Source: Brand Health Tracking Report (2012)
28 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Brand Images - % Strongly agree It has a taste I prefer
35 33 36 40 3839
It has a smooth taste
33
It has a nice aroma
28
It is suitable for socializing It is a brand for a successful man
33
28
It is a brand for a businessman
29 20
It is a brand for everyday use
49 43
39
50
35 33 3638 19
45 41
25 20 23
18 2123 27
42
31
43
25 27
15 25 22 18
36
28
It has an attractive packaging
15
48
39
19
2931
24
29 36
38
36 35 36
20 16 22
Seoul
34
22 27 32
35 39 41
Pre 111
272932
20 19 24 28
4243
32
It is a brand for a young man
It is an affordable brand
18 26
4345
It does not irritate my throat
It is a brand for a fashionable/trendy man
28
42
39 37
Pre 222
Viet Trade
51 55
KT
Med 1 Med 2 Source: Brand Health Tracking Report (2012)
Title of Presentation
29
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnamese youth culture has been going through changes, imposing certain pressures and tensions CHANGES • Socio-economic changes – a more teen-centric society • Multimedia boom (Internet, cable TV, high-tech mobile phone, etc.)
• Impact of Western/ Korean trends on teens
PRESSURES/ TENSIONS • Self-related tensions = The transition from being a child: – Pressure to prove their maturity/ adulthood – The urge to discover/ go beyond the cocoon – Pressure to live a useful life/ not being wasted
• Family-related pressures • Existing role models • Social & cultural norms
Source: Vietnamese Youth – Gen V Report (2010)
30
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
What is inspirational to Vietnamese youth?
Live their life in their own way now Discover and express their ability and their selfidentity Freedom
Achievement
Confront and overcome challenges …and achieve something out of these challenges Take on some daring & unconventional actions Excitement/ thrill
Differentiation
Do things differently/ Be the first to do things now
Source: Vietnamese Youth – Gen V Report (2010)
31
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
A common pathway that Vietnamese youth get through in their life
13-17 y.o.
High school
STUDYING
18-22 y.o.
23-30 y.o.
Colleges / universities
Find a job, earn money & round up themselves CAREER BUILDING + LIFE EXPERIENCE ACCUMULATION
STUDYING + LIFE EXPERIENCE ACCUMULATION
•
Strong desire for proving their identity via almost any thing
•
Try to prove that they’re grown-ups and behave like adults
•
Most experimental group, also the most easily influenced group
•
Key concerns right now are studying, graduation and getting a good job
•
Marketers can lure them to their brands by portraying an aspirational and cool imagery that resonates well with them.
•
Start to care about quality
•
Marketers will need to build up a good product story and deliver on promises, alongside with creating a relevant and aspirational brand imagery.
30 y.o. onwards
Become successful & settle down CAREER SUCCESS + FAMILY
•
Focus =on gaining experiences at the workplace, and proving their capability and a professional image
•
Love to spend and willing to pay a premium price for high quality products and brands.
•
The most quality conscious group of consumers
Source: Vietnamese Youth – Gen V Report (2010)
32
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Most of media activities peak in the evening 60 Surf the Internet
Any marketing activity happening within this period will be fighting for their attention.
SMS
Watch TV
40
Listen to music Hang out with friends
20
Hang out with family Chat (on the Internet) Talk on the phone
0 6:00-8:00
8:00-10:00 10:00-12:00 12:00-14:00 14:00-16:00 16:00-18:00 18:00-20:00 20:00-22:00 22:00-24:00
Source: Nielsen Gen V study Oct 2009
Source: Vietnamese Youth – Gen V Report (2010) Gen V Study 2009
33
Page 33 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Leisure time is spent mostly on connecting with friends and to enjoy entertainment … Playing game: Đế Chế, Thiên Long Bát Bộ
Self-Entertainment Listening to music
Watching TV: HBO, Disney Channel, VTV3, VTV6, Bibi
Internet surfing: Zing, Kenh24, Nhaccuatui, MP3, dantri, vnexpress, etc
At Home
Outside Shopping
Texting
Meeting friends at:
Chatting with friends:
Milk Tea shop “Quan tra sua” Yoghurt shops
Phone: sms and Ola Internet: Yahoo messenger
Socializing
Going to cinema
Source: Vietnamese Youth – Gen V Report (2010)
34
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Total
16.0
16.8
Internet
Broadcast TV
16
16 36
hours
hours minutes
Internet and TV usage is largely on par among local digital consumers.
14.9 15-19 20-29
16.4 17.6
30-39
15.2
40+
10.5
Males spend more time on the internet than females...
Base: All digital Vietnamese 15+ (n=973) 2011
... and 40+ year olds spend the least time online
Source: Digital Consumers Report (2011)
Top 5 social media activities 1. Reading others’ comments about brands, products and services 2. Browsing other people’s content on social networking platforms 3. Reading online forums/discussion boards 4. Updating a social networking profile 5. Sending private messages via social networking platforms Base: All digital Vietnamese 15+ (n=973)
47% 46% 46% 44% 37%
Source: Digital Consumers Report (2011)
Consumers are getting more connected with increased ownership of smart phones 96% own a mobile 4
63
33%
11% own a smartphone
own an internet capable mobile
35% own a smartphone
31% Smartphone penetration mid 2012
23 5 Smartphone
35
Internet Capable Mobile but not Smartphone
30
Non Internet Capable Mobile No Mobile Phone
30
More than one in ten digital consumers have a smartphone and this is expected to reach 31% by mid 2012
Base: All digital Vietnamese 15+ (n=973) 2011
50% Intend to buy a smartphone in next 6 months
Source: Digital Consumers Report (2011)
Young consumers display highest ownership and also highest intention to acquire a Smartphone 20-29s – the greatest intentions to acquire a smartphone in the next 12 months (25%)
20-29 year olds the most likely to currently own a smartphone (15%), followed by 30-39s (11%) Base: All digital Vietnamese 15+ (n=973)
Source: Digital Consumers Report (2011)
1
of Presentati Nielsen CaseTitle Competition Copyright Copyright © © 2012 2012 The The Nielsen Nielsen Company. Company. Confidential Confidential and and proprietary. proprietary.
Competition Guide • Read everything carefully & use details (charts, etc.) to support your analysis and recommendations • Determine who should review what? Allocate responsibilities amongst team wisely • Look at notes beneath slide for explanations • Not all information in the case study may be useful – it’s up to you to decide! • Don’t understand something? Try the appendix or Google search • You are encouraged to add your own deskresearch information (reliable sources) to strengthen your analysis • The key is to understand the story, all the slides put together tell a story 2 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Rules Reminder • You have 20 hours for final case, no outside help is allowed, other than your 4 team members and the internet • All work must be original • Presentations should be in Microsoft PowerPoint format • All communications should be in English • Teams have no more than 15 minutes to present to judges (we will cut the time at exactly 15 minutes, no exceptions) followed by 10 minutes Q&A • Feel free to use other supporting sources via internet or library
3 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Remember •
The judges are
your client
•
present to them like they are your client …So
4 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Last important note… • Think about how you organize your presentation • Carefully consider how you organize slides and add in your own thoughts to make a smooth and clear presentation
5 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Background
6 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
About your client: Vietnamese Tobacco • Vietnamese Tobacco is a leading company in the cigarette market, but has been stagnant for quite a long period of time. • Its product range spreads across Medium (brands Med 1 and Med 2) and Premium segment (Pre 111 and Pre 222)
Competitor landscape: • Korean Tobacco is the competitor who has been significantly growing recently with two brands “Seoul” (Premium segment) and “KT” (Medium brand) • Viet Trade is another large company competing with Vietnamese Tobacco on Medium segment. Their main brand is Viet Trade Title of Presentation
7
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Situation • You are a member of the Nielsen client services team and are in charge of the Vietnamese Tobacco account. • Your client has requested you review all available market research studies which they have conducted with Nielsen to provide a suggestion on how they can drive growth again. • By interpreting the following figures, you need to: – Help your client review & access their performance – Identify the issues or opportunities of growth (if any) – Provide your suggestions • You are encouraged to add your own desk-research information (reliable sources) to strengthen your analysis • Important Note: In Vietnam, tobacco is not allowed to be promoted on communication channels such as TV, radio, newspapers/ magazines and billboards. Title of Presentation
8
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Note: Volume Share %: an individual brand or SKU share of either its total market or a specific market segment, a key measure of relative performance.
Price segment – Vol % Share - Nationwide 51.5 52.1 51.9 51.5 51.0 51.2 51.3 51.2 50.4 50.1 49.6 49.6 49.0 48.4 48.2 47.3 47.2 46.9 46.8 47.0 43.6 43.2 43.6 44.0 44.3 43.8 43.5 43.5 43.9 43.8 43.9 43.4 43.5 43.2 43.2 43.8 43.6 43.6 43.1 42.9
4.9
J
AN
11
4.7
4.5
4.5
4.6
5.0
5.1
5.3
5.8
6.1
6.5
7.0
7.6
8.3
8.6
8.9
9.2
9.5 10.0 10.1
12 11 11 11 P11 T11 V11 11 12 B12 12 Y12 12 11 Y11 11 L11 12 L12 B R C N R R N R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Medium
Low
Price range (VND/20s)
Premium Key Brands
Premium
From 18.500 and above
Seoul, Pre 111 and Pre 222
Asp. Premium
From 12,000 – under 18,500
Med 1, Med 2, KT & Viet Trade
Low
Under 12,000
Low 1, Value for Money
9 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Price Per Pack (‘VND) Brand
Price Per pack
Pre 111
25,000
Pre 222
22,000
Seoul
22,000
Viet Trade
18,000
KT
16,000
Med 1
15,000
Med 2
13,000 Source: Nielsen Retail Audit (2012)
Title of Presentation
10
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Manufacturer – Vol % Share (Share based on total cigarette) - Nationwide 31.3 31.1 30.8 30.6 30.9 31.0 31.1 30.6 30.6 30.5 30.5 30.7 31.1 31.3 31.1 30.6 30.8 30.9 31.0 31.1
26.6 27.3 26.6 27.2 26.7 26.6 26.9 26.0 26.0 25.9 25.7 25.7 25.3 25.0 24.8 25.0 25.1 25.0 24.8 24.7
16.5 16.7 15.3 15.4 16.0 16.2 14.4 13.3 13.5 13.9 12.1 11.9 11.9 12.0 12.1 12.3 12.0 12.4 12.7 12.8
J
AN
11
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Korea Tobacco
Vietnamese Tobacco
Viet Trade Tobacco
Source: Nielsen Retail Audit (2012)
Title of Presentation
11
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnamese Tobacco Brand Portfolio – Vol % Share (Share based on total cigarette) Nationwide 15.1 14.7 14.5 14.2 14.4 14.5 14.7 14.5 14.4 14.7 14.6 14.9 14.8 14.6 14.6 14.2 14.2 14.1 14.3 14.1
7.8
8.1
8.0
8.0
8.3
8.0
7.9
7.8
8.2
8.1
6.9
6.9
7.0
7.1
6.9
7.1
7.1
6.9
6.5
6.2
1.4
1.4
1.3
1.3
1.3
1.4
1.4
1.4
1.5
1.5
Med 1 Brand Pre 222 Brand
7.3
7.6
7.8
7.0
6.5
6.8
1.6
1.6
1.7
Med 2 Brand Other Low brands
7.8
7.9
7.9
8.1
8.0
7.9
8.0
7.3
7.0
7.0
6.9
7.0
6.8
6.9
1.5
1.6
1.5
1.6
1.6
1.7
1.6
0.2
0.3
0.5
Pre 111 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
12
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Premium Brand Portfolio – Vol % Share (share based on Premium segment) - Nationwide
30
27
J
AN
11
30
26
30
26
30
27
29
29
28
33
27
35
27
38
26
43
25
45
25
23
22
18
49
52
55
57
19
17
60
61
2.11 2.99 4.95 17 17 17 16
64
65
66
66
11 11 L11 11 P11 T11 V11 12 11 11 Y11 11 12 B12 12 Y12 12 L12 12 B R R N N R R N C G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP M AP M
Seoul
Pre 111 Brand
Pre 222 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
13
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Premium Segment Brand Portfolio – Vol % Share (Share based on total cigarette) Nationwide
4.7
1.4 1.3
J
AN
11
1.4 1.2
1.3 1.2
1.3 1.2
1.3
1.7 1.4
1.8 1.4
2.0 1.4
2.5 1.5
2.8 1.5
3.2 1.6
3.6
1.6
5.2
5.4
5.8
6.6
6.7
1.6
1.7
1.6
0.2
0.3
0.5
6.1
4.1
1.7
1.5
1.6
1.5
1.6
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Seoul Brand
Pre 111 Brand
Pre 222 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
14
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Medium Brand Portfolio – Vol % Share (share based on Medium segment) - Nationwide
21
21
21
21
21
21
20
20
20
20
20
20
21
21
21
21
21
21
21
21
15
16
15
16
16
16
15
15
16
16
15
15
16
16
16
17
17
17
17
17
29
28
28
28
28
28
29
28
29
29
29
30
30
30
30
30
30
30
31
30
24
23
23
22
22
22
21
20
20
20
20
19
19
19
18
18
17
17
17
23
N JA
11
1 11 11 L11 11 P11 T11 V11 12 11 12 B12 12 L12 12 11 Y11 12 Y12 B1 R PR N R PR N C AN G G U U E A E C E A A A E O D J J F J F JU S JU A A M O M M AU N M AU
Viet Trade
Med 1 Brand
Med 2 Brand
KT Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
15
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Medium Segment Brand Portfolio – Vol % Share (Share based on total cigarette) Nationwide 15.1 14.7 14.5 14.2 14.4 14.5 14.7 14.5 14.4 14.7 14.6 14.9 14.8 14.6 14.6 14.2 14.2 14.1 14.3 14.1 12.0 12.4 11.8 11.7 11.0 11.2 11.2 10.6 10.8
7.8
J
AN
11
8.1
8.0
8.0
8.3
8.0
7.9
7.8
10.0 9.9
8.2
8.1
9.9
7.3
9.8
7.6
9.4
7.8
9.4
7.8
9.1 7.9
10.1 9.9 10.0 8.6
8.4
8.1
8.0
7.8
7.9
8.1
8.0
7.9
8.0
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Viet Trade
Med 1 Brand
Med 2 Brand
KT Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
16
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Korea Tobacco Brand Portfolio – Vol % Share (Share based on total cigarette) Nationwide 10.8 10.7 10.7 10.8 10.7 10.6 10.3 10.4 10.2 10.0 10.1 9.9
1.3
J
AN
11
1.2
1.2
1.2
1.3
1.7
1.8
2.0
2.5
2.8
3.2
3.6
9.8
4.1
9.7
4.7
10.1 10.0 10.2 10.1 9.9 10.0
5.2
5.4
5.8
6.1
6.6
6.7
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
KT Brand
Seoul Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
17
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Availability* - Nationwide 66
34
9
33
10
32
10
33
11
35
12
36
12
36
12
36
13
38
14
38
15
41
43
45
15
17
18
54
48
50
52
56
18
18
18
19
19
2
J
AN
11
60
20
5
21 9
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Seoul Brand
*: % total stores
Pre 111 Brand
Pre 222 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
18
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Penetration into Big stores for Medium segment* - Nationwide
45
18
43
17
43
18
43
19
44
19
45
19
46
20
46
21
47
22
48
24
51
25
55
26
60
28
62
29
64
31
65
33
68
36
71
38
76
41
10
80
41
15
4
J
AN
11
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Seoul Brand
*: % total Big stores for Medium segment
Pre 111 Brand
Pre 222 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
19
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Penetration into Big stores for Premium segment* - Nationwide
45
18
J
AN
11
43
17
43
18
43
19
44
19
45
19
46
20
46
21
47
22
48
24
51
25
54
25
56
26
58
27
60
28
62
28
63
65
67
28
30
32
2
3
69
35
4
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Seoul Brand
*: % total Big Premium stores
Pre 111 Brand
Pre 222 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
20
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Consumer support* (‘000 cigarette stick) - Nationwide 2,733 2,806 2,756
1,196
1,383 1,447
1,547 1,556
1,656 1,615 1,583
1,775 1,755 1,824
1,953
2,096 2,178
2,328
2,450 2,490
874 853 826 894 838 866 819 797 845 826 796 764 773 764 804 836 846 852 850 851 305.29 153.2225.35
J
AN
11
12 12 Y12 11 11 11 Y11 11 L11 11 P11 T11 V11 11 12 B12 12 L12 12 B R R N C N R R N G G A A J U AU J U AU FE MA JA FE MA JU SE O C N O D E JU AP AP M M
Seoul Brand
Pre 111 Brand
*: consumer consumption (‘000 cigarette stick) per one % of distribution
Pre 222 Brand
Source: Nielsen Retail Audit (2012)
Title of Presentation
21
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Pre 222 impacting with Seoul
Availability 1 1
1 4
Vol % Share 2 5.6
7
5.1 4.5
18 15
13 1.6
1.5 1.1
JUN12
JUL12
AUG12
Stores handling only Seoul Stores handling both Pre 222 & Seoul Stores handling only Pre 222
0.2
0.3
Pre 222
0.5 0
0
0
Seoul
Source: Nielsen Retail Audit (2012)
22 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
No interaction between Pre 111 and Seoul Availability
Vol % Share
4.5 45
48
4.1
51
11
12
15
8
8
6
JUN12
JUL12
AUG12
Stores handling only Seoul Stores handling both Pre 111 & Seoul Stores handling only Pre 111
4.6
2.0
1.9
2.1
1.1 0.5
0.5
Pre 111
1.2
1.1
0.5
Seoul
Source: Nielsen Retail Audit (2012)
23 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
New launch performance Availability
Penetration into Big stores for Medium seg
1st month after launch
2nd month after launch
3rd month after launch
1st month after launch
2nd month after launch
3rd month after launch
Seoul
1
3
4
Seoul
1
2
3
Pre 111
4
9
15
Pre 111
8
15
19
Pre 222
2
5
9
Pre 222
4
10
15
Penetration into Big stores for Premium seg 1st month after launch
2nd month after launch
3rd month after launch
Seoul
2
7
9
Pre 111
2
5
Pre 222
2
4
Consumer support (‘000 stick) 1st month after launch
2nd month after launch
3rd month after launch
Seoul
143
256
307
9
Pre 111
54
79
93
7
Pre 222
153
225
305
Source: Nielsen Retail Audit (2012)
24 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
A country with a young population Total Population (2011)
87,610,947 Retail sales of goods and services (2011)
~USD 95.45 Billions +24.2% vs 2010 +4.7% vs 2010 (excluding price factor) 9% 1% Trade business
11%
Hotel & restaurant
Service
Under 35 years old (2011)
62.6% 54,833,303 people
79%
Source: GSO, Nielsen database
Tourist
25
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Source: Brand Health Tracking Report (2012)
26
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Incidence of smoking in the past-1-month (Male)
Source: Brand Health Tracking Report (2012)
27
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Incidence of smoking in the past-1-month (Female)
Source: Brand Health Tracking Report (2012)
28 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Brand Images - % Strongly agree It has a taste I prefer
35 33 36 40 3839
It has a smooth taste
33
It has a nice aroma
28
It is suitable for socializing It is a brand for a successful man
33
28
It is a brand for a businessman
29 20
It is a brand for everyday use
49 43
39
50
35 33 3638 19
45 41
25 20 23
18 2123 27
42
31
43
25 27
15 25 22 18
36
28
It has an attractive packaging
15
48
39
19
2931
24
29 36
38
36 35 36
20 16 22
Seoul
34
22 27 32
35 39 41
Pre 111
272932
20 19 24 28
4243
32
It is a brand for a young man
It is an affordable brand
18 26
4345
It does not irritate my throat
It is a brand for a fashionable/trendy man
28
42
39 37
Pre 222
Viet Trade
51 55
KT
Med 1 Med 2 Source: Brand Health Tracking Report (2012)
Title of Presentation
29
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnamese youth culture has been going through changes, imposing certain pressures and tensions CHANGES • Socio-economic changes – a more teen-centric society • Multimedia boom (Internet, cable TV, high-tech mobile phone, etc.)
• Impact of Western/ Korean trends on teens
PRESSURES/ TENSIONS • Self-related tensions = The transition from being a child: – Pressure to prove their maturity/ adulthood – The urge to discover/ go beyond the cocoon – Pressure to live a useful life/ not being wasted
• Family-related pressures • Existing role models • Social & cultural norms
Source: Vietnamese Youth – Gen V Report (2010)
30
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
What is inspirational to Vietnamese youth?
Live their life in their own way now Discover and express their ability and their selfidentity Freedom
Achievement
Confront and overcome challenges …and achieve something out of these challenges Take on some daring & unconventional actions Excitement/ thrill
Differentiation
Do things differently/ Be the first to do things now
Source: Vietnamese Youth – Gen V Report (2010)
31
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
A common pathway that Vietnamese youth get through in their life
13-17 y.o.
High school
STUDYING
18-22 y.o.
23-30 y.o.
Colleges / universities
Find a job, earn money & round up themselves CAREER BUILDING + LIFE EXPERIENCE ACCUMULATION
STUDYING + LIFE EXPERIENCE ACCUMULATION
•
Strong desire for proving their identity via almost any thing
•
Try to prove that they’re grown-ups and behave like adults
•
Most experimental group, also the most easily influenced group
•
Key concerns right now are studying, graduation and getting a good job
•
Marketers can lure them to their brands by portraying an aspirational and cool imagery that resonates well with them.
•
Start to care about quality
•
Marketers will need to build up a good product story and deliver on promises, alongside with creating a relevant and aspirational brand imagery.
30 y.o. onwards
Become successful & settle down CAREER SUCCESS + FAMILY
•
Focus =on gaining experiences at the workplace, and proving their capability and a professional image
•
Love to spend and willing to pay a premium price for high quality products and brands.
•
The most quality conscious group of consumers
Source: Vietnamese Youth – Gen V Report (2010)
32
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Most of media activities peak in the evening 60 Surf the Internet
Any marketing activity happening within this period will be fighting for their attention.
SMS
Watch TV
40
Listen to music Hang out with friends
20
Hang out with family Chat (on the Internet) Talk on the phone
0 6:00-8:00
8:00-10:00 10:00-12:00 12:00-14:00 14:00-16:00 16:00-18:00 18:00-20:00 20:00-22:00 22:00-24:00
Source: Nielsen Gen V study Oct 2009
Source: Vietnamese Youth – Gen V Report (2010) Gen V Study 2009
33
Page 33 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Leisure time is spent mostly on connecting with friends and to enjoy entertainment … Playing game: Đế Chế, Thiên Long Bát Bộ
Self-Entertainment Listening to music
Watching TV: HBO, Disney Channel, VTV3, VTV6, Bibi
Internet surfing: Zing, Kenh24, Nhaccuatui, MP3, dantri, vnexpress, etc
At Home
Outside Shopping
Texting
Meeting friends at:
Chatting with friends:
Milk Tea shop “Quan tra sua” Yoghurt shops
Phone: sms and Ola Internet: Yahoo messenger
Socializing
Going to cinema
Source: Vietnamese Youth – Gen V Report (2010)
34
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Total
16.0
16.8
Internet
Broadcast TV
16
16 36
hours
hours minutes
Internet and TV usage is largely on par among local digital consumers.
14.9 15-19 20-29
16.4 17.6
30-39
15.2
40+
10.5
Males spend more time on the internet than females...
Base: All digital Vietnamese 15+ (n=973) 2011
... and 40+ year olds spend the least time online
Source: Digital Consumers Report (2011)
Top 5 social media activities 1. Reading others’ comments about brands, products and services 2. Browsing other people’s content on social networking platforms 3. Reading online forums/discussion boards 4. Updating a social networking profile 5. Sending private messages via social networking platforms Base: All digital Vietnamese 15+ (n=973)
47% 46% 46% 44% 37%
Source: Digital Consumers Report (2011)
Consumers are getting more connected with increased ownership of smart phones 96% own a mobile 4
63
33%
11% own a smartphone
own an internet capable mobile
35% own a smartphone
31% Smartphone penetration mid 2012
23 5 Smartphone
35
Internet Capable Mobile but not Smartphone
30
Non Internet Capable Mobile No Mobile Phone
30
More than one in ten digital consumers have a smartphone and this is expected to reach 31% by mid 2012
Base: All digital Vietnamese 15+ (n=973) 2011
50% Intend to buy a smartphone in next 6 months
Source: Digital Consumers Report (2011)
Young consumers display highest ownership and also highest intention to acquire a Smartphone 20-29s – the greatest intentions to acquire a smartphone in the next 12 months (25%)
20-29 year olds the most likely to currently own a smartphone (15%), followed by 30-39s (11%) Base: All digital Vietnamese 15+ (n=973)
Source: Digital Consumers Report (2011)
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