Slide 1

Chng 3

Phn tch khch hng, ngnh v i th cnh tranh

(Lu hnh ni b, UEL) Phn tch hnh vi mua hng ca khch hng tiu dng Phn tch hnh vi mua hng ca khch hng l cc t chc Phn tch ngnh v i th cnh tranh
Chuyn : 1/ Xu hng tiu dng Vit Nam 2012 (TNS) 2/ Phn tch khch hng trong K hoch xy dng thng hiu Khng

Quan im

Slide 2

Ngnh kinh doanh l g?

Theo quan im sn xut th Ngnh c th hiu nh mt lnh vc sn xut kinh doanh no nh: ngnh thc phm, ngnh nc gii kht, ngnh t,
Theo quan im cnh tranh th Ngnh c xem l mt tp hp cc cng ty c th cho bn mt hay mt s cc sn phm han tan c th thay th nhau c.

Nguyn tc

Slide 3

Phn tch ngnh kinh doanh

Phn tich ngnh tng th n ngnh trc tip S dung cc thng tin inh lng phn tich vi ngun gc ro rng v ng tin cy Dung cc cc biu , bng biu phn tich v phi c hm rt ra sau mi d liu Cn c kt lun tng hp li c hi, thch thc chinh v hm rt ra vi nh qun tri

Ni dung

Slide 4

Cc kha cnh ngnh kinh doanh phn tch

i th
Th phn Value&Volume share

Khc?

Phn tch Ngnh

ph NUM&WTD

Nhn nh thng hiu

Loi bao b

Tnh hung 1

Slide 5

BEVERAGE LANDSCAPE

From 07/2005 to 07/2006, beverage category increases 5% (value). Juice is the strongest growth with 27% (Splash, Twister), next is ED with 13% (Sting strawberry) while RTD Tea reduce 3%
BEVERAGE CATEGORY - 6 CITIES METRO VALUE SALES (MIL. VND)
6,000,000

Growth rate

5%
5,000,000 30,095 66,808 184,530 228,183 281,175 479,714 841,975 3,000,000

29,885 65,070 192,556 290,307 318,954 497,698

PC RTDT PW

-1% -3% 4% 27% 13% 4%

4,000,000

872,906 FJ ED

2,000,000 3,105,242 1,000,000 3,217,387

RTDM CSD BEER

4%
4%

0 MAT LY MAT TY

Slide 6

However, from January to September in 2006, RTD Tea market is increasing by KHONG DOs joining while CSD & Beer are reducing gradually

RTD Tea Market (Value, 1.000.000 VND) in 06 cities

8,000 6,000 4,000 2,000 0 JAN 06 FEB 06 MAR 06 APR 06 MAY 06 JUN 06 JUL 06 AUG 06 SEP 06
5,829 5,944 6,252 6,104 6,329 6,744
350,000

Beverage Market (Value)

6,956

7,064

7,023

300,000 250,000 200,000 150,000 100,000 50,000 0 JAN 06 FEB 06 MAR 06 APR 06 MAY06 JUN 06 JUL 06 AUG 06 SEP 06

Beer

CSD Liquid Milk

ED Yoghurt

RTDT

RTDM

FVJ Soya Milk

PW PC

RTDT

Slide 7

RTD Tea Landscape - Market Size

(Black Tea, Green Tea, Nutrition Tea, Fruit Tea, Milk Tea, Other Tea)

RTD Tea is a new and small category but very potential. Its current market size (2006) estimates about 309,354 million VND or 191,627,000 litters
RTD Tea Market Size in 06 Cities (2.832.344 Littres)
9%
127,653,262 , 8% 45,724,200 , 3% 194,157,337 , 13% 61,704,415 , 4% 263,130,217 , 17% 14,575,245 , 1% ED CSD SOYA LIQUID MILK RTD MILK JUICE TEA PW 601,160,139 , 40% 221,839,807 , 14%

Non Alcohol Beverage Market Size (000 VND) From 01 to 07/2006

15%

3% 3%

70%

0 DEGREE URC UNIF WONDERFARM ALL OTHERS

Slide 8

RTD Tea Landscape - Growth

Non Alcohol Beverage Market (Value, 1.000.000 VND) From 2006 to 2011
12,000,000

For the next 05 years, RTD Tea will increase rapidly . Market size can gain 1,447,974 million VND

10,000,000

8,000,000

306,492
833,132
1,350,805

599,330
783,144
1,593,950

804,430
743,987
1,912,740

1,005,538
706,788
2,295,288

1,206,645
671,448
2,639,581

1,447,974
637,876
3,035,518

6,000,000

1,634,944
4,000,000 3,137,469

1,782,088
3,200,219

1,924,656
3,360,230

2,117,121
3,494,639

3,669,371

2,414,780

2,463,076

2,586,230

2,715,541 3,744,093 650,615 204,005 201,209

2,222,977 2,851,318

2,267,437 3,889,533 2,936,858

2,000,000

4,190,485 546,318 176,371 182,398

4,148,580 573,634 185,190 186,046

3,941,151 608,052 200,005 195,348

3,556,889 702,665 204,005 211,269

772,931 3,379,044 193,805 211,269

2,006 CSD ED 2007 FVJ PW 2008 RTDT RTDM 2009 Liquid M ilk 2010 Yoghurt 2011 Soya M ilk PC

Slide 9

Product Segmentation
100% 80% 60% 40% 20% 0% 2007 Green Tea 2008 Nutritious Tea 2009 Asian Tea 2010 Fruit Tea 9 2011 Milk Tea
41,953
149,833

72,054
188,789

97,274
228,435 144,918

135,210
268,411 171,728

174,421
308,672 200,922 351,337

89,900 137,846

116,869

192,984

245,090

287,981

179,799

233,739

289,836

343,456

412,147

Slide 10

Packaging Trend
Plastic bottle will be more popular than other kinds of packaging and Can will reduce

10

Slide 11

KEY CHALLENGES
Competition increases by many beverages companies penetrate RTD Tea market Dominant brands in every kinds of drink (Splash & Twister in Juice, Aquafina& Lavie in Packaging Water), therefore: Time to switch other drinks to RTD Tea can be longer Actual budget of marketing for taking market share is more than the forecasted budget Cold Tea (Ice Tea) is too popular in Vietnam while RTD Green Tea is new and has high price, therefore there is comparison RTD Green Tea with Cold Tea

Slide 12

KEY OPPORTUNITIES

High market growth Product diversification Dominant in RTD market Gain share from other drinks Product quality improvement, Sales & distribution improvement and export business, Key account development

Tnh hung 2
16000

Slide 13

Sales of Sauces, Dressings and Condiments by Category: Value 2009-2011 (VND billion)
50,2 46,1 183,9 340,6 438 45 39,9 163,2 275,8 371,7 1299,3

14000

T l tng trng
Mayonnaise
11,5% 15,5%

12000

17%
4313,6

10000

1128,2

Ketchup

Dry Sauces/Power Mixes 12,7% Bouillon/Stock Cubes

23,5% 17,8% 15,2% 11,3% 21,3 %

8000
3875,7 6000

Spicy Chili/Pepper Sauces Soy Based Sauces Monosodium Glutamate

4000

6664,6
5494,1 2000

Fish Sauces

0
Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

2010

2011

Ton b ngnh gia v, nc chm tng trng 17% t nm 2010-2011, dn u l ht nm (23,5%) v tip theo l nc mm (21,3%). Tuy th, v mt gi tr th nc mm vt tri hn so vi cc mt hng khc, thu v 6664,6 t ng nm 2011 v c xu hng tip tc tng.

Slide 14

Trong nhng cng ty sn xut thc phm hng u th Masan Food Corp dn u ngnh vi hn 39% th phn gi tr, tip sau l Ajinomoto cng chim phn trm th phn ng k.
90

80

Sauces, Dressings and Condiments Company Shares 20092010 (% retail value rsp)
0,8 1,2 1,3 1,3 1,6 2,2 3,4 4,4 23,3 24,3 0,8 1,2 1,3 1,4 1,6 2,2 3,3 3,5 Unilever Vietnam Acecook Vietnam Co Ltd Nestle Vietnam Ltd

70

60

CHOLIMEX
Trung Thanh Co Ltd Hung Thinh Co Ltd Miwon Vietnam Co Ltd

50

40

30

Vedan (Vietnam) Ajinomoto Vietnam Co Ltd

20
32,7 10

38,9

Masan Food Corp

0 2009 2010

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Trong 5 nm ti, trong dng sn phm gia v dng trc tip (khng cn ch bin) hai hng mc nc mm v nc tng em v doanh thu bn l ln nht. Bn cnh , chnh s ph bin ca nc nm trong nhiu mn n truyn thng ca ngi Vit cng gp phn lm tng gi tr bn l ca mt hng ny.
14000

Slide 15

Forecast Sales of Table Sauces by Category: Value 2011-2016 (VND billion)

618,2 60,6 66,1 1694,9 Spicy Chili/Pepper

12000 584,3 57,8 61 1614,2

10000 474,3 51,7 49,1 1377,3

511,8 53,4 52,5

548,7 55,4 56,4 1534,4

8000

438 50,2 46,1 1299,3

1455,8
Mayonnaise

6000 9075,3

Ketchup

4000

6664,6
2000

7244,4

7780,5

8247,4

8684,5

Soy Based Sauces

Fish sauces

0 2011 2012 2013 2014 2015 2016

Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

Tng hp phn tch ngnh kinh doanh

Slide 16

Thc trng: Ngnh gia v, nc chm pht trin mnh m v khng c xu hng suy gim c bit l hng mc nc mm, nc tng. Trong , Masan chim lnh mt phn ln th phn vi li th thng hiu mnh. Hm : Cc sn phm gia v truyn thng c thng hiu, uy tn, cng ngh sn xut hin i, an ton ang ln ngi v gi v tr chim Ngun: Phm Th Ngc Lan, lnh th trng.
Trn Tho Hoi My v Nguyn Hng Vn, 2013

Tnh hung 3

F M C G D e p a r t m e n tV o lu m e% G r o w t hv sY A (V ie tn a m T o ta l6c it ie s )
T o t a l 6c i t i e s _ T T-V o l u m eG r o w t hR a t e| P e r io dE n d in gD E C 1 0| S h a r eo fS u m ( P R O D )

Slide 17

FMCG Overview

Falling confidence index in Q3 impacted slightly on FMCG industries, however they started to pick up in Oct

Value consumption increases across groups, with positive pictures from Beverage and Food products
FMCG VALUE CONTRIBUTION - 6 CITIES TT
MATLY MAT JUN10

Slide 18

MATTY

MAT JUN09

Total FMCG

Value % Chg YA Volume % Chg YA 15.2 9.5 12.7 5.8 10.9 29.4 15.9

Value % Chg YA

Volume % Chg YA

Total FMCG

15
10

15.1 2.9 4.7 8.3 10.6

15
3

Personal care Personal Care

Household Care Household care Milk Based Product Food (exc Milk Based)

13
6 11 29 16

5
8 11 22 8

Milk Based Product

Food Beverage (Exc Beer)

Cigarette Beverage (excluding Beer)

22.0 7.7

Cigarette

Source: Vietnam Retail Audit Tracking, ended period Jun2010

Slide 19

Biscuits & Pie enjoys high growth versus others Food category!
FOOD MARKET

2 0 1 0- V a lu e% S h a r e| P e r io dE n d in gD E C 1 0| S h a r eo fT o ta lC a te g o r y

Slide 20

Whats going on in Biscuit & Pie?

Our Pie and Biscuit are growing quite well. We enjoy share in our focused segment now - Pie however in long term theres still chance to invest in Biscuits the bigger part of the Category Total Industry Total Bibica

+16%/ +8% +32% / +19

+12%/ -3%

+20%/ +7%

Value growth % / Volume growth% vs. YA

Tnh hung 4
50000,00 45000,00 40000,00 35000,00

21 Th trng nc gii kht Vit Nam l n, Slide tng tr ng nhanh t 2007 v i dung l ng th tr ng nm 2012 trn 45 ngh n ty ng (Ngun: Euromonitor International, 2013)

45186,500

37542,200

30000,00
25000,00

7/11/2006 Vit Nam gia nhp WTO

29593,800 24292,100 19346,200

20000,00
15000,00

9753,100 8681,00 10000,00 7929,500 7075,500 6285,300 5598,100 5001,400

15150,300 12716,500 10939,900

5000,00 ,00

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

21 2009

2010

2011

2012

Slide 22 Nhng ngnh c dung lng ln l tr ng chai, nc ngot c ga, nc tri cy, nc ng chai v tng lc (Off-trade, t (Ngun: Euromonitor International, 2012) VND) 9000 8188,2 8000 7000 6025,9 6000 5000 4309,8 4000 3224,7 3000 2000 1000 2875,1 2575,1 3622,9

4572

4146,7

1429,2 684 665,6 504,5 75,6 8 2007 822,2 785,8 526,1 82,8 11,4 2008 972 896,8 561,5 89,6 13,6 2009 Carbonates RTD Coffee

1184,4 1030,5 611,5 98,4 16,4 2010 Concentrates RTD Tea

1459,9 1230,6 665,9 111,6 19,6 2011

Bottled Water Fruit/Vegetable Juice Sports and Energy Drinks

t vn

Slide 23

Chng cnh tranh nhau?

Trnh by: L ng Lng

23

Slide 24

Chng cnh tranh nhau?

24

Slide 25

Chng cnh tranh nhau?

25

Slide 26

Chng cnh tranh nhau?

Trnh by: L ng Lng

Quan im

Slide 27

Ai l i th cnh tranh?

i th cnh tranh l nhng t chc kinh doanh nhng sn phm c c im tng t nhau hoc c th thay th cho nhau. Cc mc cnh tranh: 1/ i th cnh tranh nhn hiu: Hai nhn hiu sn phm c chc nng tng t nhau cng tha mn mt loai nhu cu trong cng mt cp . V d: THP ch xem URC l i th cnh tranh trong dng sn phm tr xanh vi nhn hiu C2 v C2 c cng khch hng mc tiu vi Tr Xanh Khng ca THP, cn cc loai bnh ko khc ca URC th khng cnh tranh vi cc sn phm khc ca THP. 2/ i th cnh tranh ngnh: Xem cc cng ty khc sn xut cng mt loai sn phm l i th cnh tranh (d cng cp hay khc cp ). V d: Cng ty M Ho xem tt c cc cng ty sn xut du gi khc l i th cnh tranh (P&G, Unilever,) 3/ i th cnh tranh cng dng: Xem tt c cc cng ty khc sn xut ra nhng sn phm cng tha mn mt nhu cu l i th cnh tranh. V d: Twister khng ch xem Yomost, Vinamilk m cn xem c tng lc NumberOne, Tr Xanh Khng l i th cnh tranh v cng tha mn nhu cu gii kht. 4/ i th cnh tranh chung: Xem cc cng ty khc cng khai thc s tiu dng trn cng mt khch hng l i th cnh tranh. V d: Piagio xem Toyota, Gucci, Rolex, Nokia, l i th cnh tranh v cc cng ty ny c th ly i mt phn chi ph tiu dng ca cng mt khch hng.

Slide 28

Cc v th cnh tranh
Theo Cng ty t vn Arthur D. Little, c 06 v th cnh tranh: V th khng ch V th mnh V th thun li V th c th tr c V th yu V th khng c kh nng tn ti

Tuy nhin, c th phn loai thnh 04 nhm cng ty sau: Cng ty dn u th trng (thng chim khang trn 40% th phn) Cng ty thch thc (thng chim khang trn 30% th phn) Cng ty theo sau (Thng chim khong 20% th phn) Cng ty np bng hay cng ty phc v cc phn khc th trng nh/ th trng ngch.

Quan im

Slide 29

Mt s vn cn quan tm khi phn tich cnh tranh

Nhng ai l i th cnh tranh v ai l i th chnh? Mc tiu ca i th cnh tranh trn th trng? nh hng chin lc (kinh doanh, Marketing, thng hiu, truyn thng, nhn s, cng ngh,) ca i th? im mnh v yu ca i th cnh tranh? Cch thc phn ng vi mi trng ca i th cnh tranh? Nhng thnh qu ca i th cnh tranh trn th trng

(doanh thu, li nhun, th phn, nhn bit thng hiu, h

thng phn phi, mc a chung sn phm,)?

Slide 30

?
Marketing ch l mt hnh thc vn minh ca chin tranh, trong hu ht cc trn nh u ginh thng li bng li ni, tng v cch t duy chc ch
Albert W. Emery

I TH

Tnh hung PHN TCH CNH TRANH NGNH NEM CH 1 TCH I TH CNH TRANH PHN
IM MNH IM YU
VISSAN
Thng hiu mnh Knh phn phi rng Ngun vn mnh Truyn thng mnh c tin tng nh tnh v sinh an ton thc phm. Mt trong nhng tp on mnh nht ca Thi Lan trong lnh vc cng - nng nghip. Thng hiu kh mnh Knh phn phi rng khp c trng l nem gin, rt c a thch

Slide 31

Cha ch trong v nem chua. t chua, khng gin v dai bng nem chua Vit Hng.

CP

S dng n 50% b, d gy nhim khun, nht cao. Hng v cha ph hp

Slide 32

I THTCH IIM IM YU PHN TH MNH CNH TRANH NEM LAI VUNG

V ngot ph hp khu v ca a s ngi min Ty v ngi Si Gn Bo, nhiu m, khng dai gin, hn s dng khng lu D nhim khun Cha phn phi ra min Trung v min Bc Nht, khng dai gin, hn s dng ngn (1 thng) Nht, v cht, khng chua

NEM CHUA HU

Hng v chua cay c trng

NEM NINH HA

V nem Thanh Ha, v thanh

Ngun: Phan Huy Nhn, Vo Thi Hng Hoa, H Thi Phng, inh Thi Phng Tho, Trn Thi Yn v Nguyn Thi Thu Trang, 2013

Slide 33

TNG HP PHN TCH CNH TRANH

THC TRNG
Nem i th pha thm b, nhiu m Khng lm sch lng gy vim ng rut. Nem i th dng l gi khng c v sinh k thng b nm mc, ng c Nem i th thiu s dai gin, c nht cao dn n kh bo qun, hn s dng ngn i th Vissan, CP c thng hiu mnh, c ngi tiu dng tin tng v yu thch.

CH RA
Truyn thng r nem Vit Hng lm t 100% nc nguyn cht

Truyn thng r nem Vit Hng khng s dng l gi, m bo khng vi khun gy hi. Truyn thng r nem Vit Hng dai gin, bo qun c lu, hn dng hn 3 thng Truyn thng mnh tnh hp khu v, gin dai t nhin v an ton to s yu thch, tin tng.

Tnh hung 2
Streghts
C2

Phn tch cnh tranh ngnh tr ng chai

Weaknesses
- Products quality isnt good: coloring, taste, packaging - off -take is not good - Products quality isnt good: coloring, taste, packaging - Marketing is not good - Only Winter Melon is successful in Vietnam - Dont deversify packaging, only Can 330ml - Product is the same to CSD, only RGB 240ml - Market share& image of brand are reducing

Slide 34

Implication
- KHONG DO give consumer to try product by sampling - KHONG DO attack C2 distribution KHONG DO takes market share of Tops by sampling, trade promotion KHONG DO launch Winter Melon to take market share of Womderfarm, use Can 330ml and PET 500ml KHONG DO should launch RTD Green Tea in RGB to take 34 market share of Lipton Ice Tea

- Big budget for marketing by supporting from corporation - Experience in beverage from corporation - Be supported by Wonderfarm - Experience in beverage in Vietnam - Products quality is stable - Price is accepted - Distribution coverage is good
- Leading Winter Melon market in market share, brand share

Tops

Wonder farm

Lipton Ice Tea

- A famous brand in beverage - Be supported by a giant corporation

Slide 35

FORECAST

Some current competitors can become stronger by improving products quality and packaging: - C2 - Tops - Unif There will be penetration into RTD Tea category by some giant beverage corporation in near future: San Miguel Coke Pepsico
35

Slide 36