Professional Documents
Culture Documents
2011 Update
1
Tnh hnh th tr ng
Thch th c nm 2011
L m pht
Gi tr x ng ng v i ti n c a ng i tiu dng
C h i pht tri n
T m quan tr ng c a 3 I
u t (Investment) c th (Identity) i m i (Innovation) 2
Tnh hnh th tr ng
Thch th c nm 2011
Tng tr ng kinh t v v m ng n h n m c v a ph i do g p kh khn trong kinh t vi m
M c tng tr ng ch m
h u h t cc ngnh
p l c l m pht t o ra s b t n trong ni m tin ng i tiu dng, doanh nghi p M c phn ha ng i tiu dng tng, ng i giu khng thay i nhng t ng l p trung lu b nh h ng
Tng tr ng th tr ng bn l
Tng tr ng GDP
L m pht
Th t nghi p
Tng tr ng FDI
Thm h t thng m i
29 %
12 %
21 %
16 %
17 %
7%
Source: 2011 Estimation by Vietnam government; GDP Growth, Inflation, CIEC: 2008-2009;Vietnam GSO Copyright 2011 The Nielsen Company. Confidential and proprietary.
10 %
5%
7%
3%
3%
8%
Gi i n bn l tng 15%
Gi ga bn l tng 4%
106
Source: Nielsen Consumer Confidence Online Survey Q1 2011 Press Articles Copyright 2011 The Nielsen Company. Confidential and proprietary.
M c h p d n c a th tr ng bn l Vi t Nam tr t d c xa hn
6
(*) D a vo h s h p d n c a th tr ng, bo ha v p l c th i gian c a 30 qu c gia hng u
Source: AT Kearney Analysis Copyright 2011 The Nielsen Company. Confidential and proprietary.
Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.
Tiu dng ch ng l i m c?
Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.
L m pht
Gi tr tng x ng v i ti n c a ng i tiu dng
Khi s c mua b nh h ng, ch mua nh ng th c n thi t tr thnh phng chm c a ng i tiu dng Ng i tiu dng ngy cng a chu ng hng khuy n mi Gi s n ph m to hn l xu h ng trong cc ngnh th c ph m, chm sc/v sinh nh c a v chm sc s c kh e. Nhn hng ring c k v ng tr thnh xu h ng m i trong nh ng nm t i.
81%
10
*) Unnecessary items are subject to each respondents perceptions
Source: Nielsen Personal Finance Monitor June 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.
Vietnam CPI cc nm
7.5% 8.5% 6.9% 9.2% 9.7% 9.5% 8.7% 8.8% 8.7% 8.2% 8.2% 8.9% 7.6% 8.5% 11.1% 11.8% 12.2% 12.3% 13.9%
17.5%
2006 2007 2008 2009 2010 Total Total Total Total Total
Jan 2010
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan 2011
Feb
Mar
Apr
$
96% ni gi tng
nh /m nh hn
Nh ng s n ph m tiu dng c nhn (gi i tr, n ngoi) nhng khng ph i cc s n ph m cho tr em v gia nh
nh h ng
60%
11
*Q.24 27; Tet 2011 = Feb11
Source: GSO, Nielsen Omnibus March 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.
S1-2011 S2-2010
12
Q.33 - 16
Source: Nielsen Omnibus March 2011; Nielsen Business Barometer 1st H -2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.
Vi t Nam chu ng hng khuy n mi nh t Chu v i t l 87%. Hn phn n a ng i tiu dng hi m khi i c a hng nhng th ng xuyn sn hng khuy n mi
M c yu thch hng khuy n mi t i Vi t Nam
100% 5 13 75% 16 4 9 21 Promotion rarely changes my brand choice
87%
50% 55 25% 56
Seldom change stores but when shopping, actively search for promotions 11 10 2010
(2010 n=1464)
0% 2009
Base: (2009 n=1466)
13
Source: Nielsen Shopper Trend 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.
Ngnh th c ph m v u ng tng gi m nh nh t
Gi trung bnh c a ngnh FMCG YTD Apr11 vs YTD Apr10 + 20% + 11 to 19% + 1 to 9% 0%
14
Unit price index: unit price of Top items contributing 50% per category value and existing over last 13 periods in 6 cities.
Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.
15
*) Q.29; Base : 300 (all respondent)
Source: Nielsen Omnibus March 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.
Ng i tiu dng g n b v i thng hi u quen thu c c a mnh trong m t s ngnh nh t nh, ngay c khi ph i gi m mua s m ho c mua ph i gi l n Chm sc Chm sc
u ng Th c ph m Sp t s a c th nh c a
16
*) Q.29B; Small base-read with cautions for Infant Formula & Adult Mik
Source: Nielsen Omnibus March 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.
B t ng t
(L n >=900g)
Gi t t y
(L n >=3kg)
D ug i
(L n >500ml)
17
36 cities TT, data ending Marl11
Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.
Xu h ng dng hng cao c p ti p t c tng trong ngnh chm sc c th v chm sc/v sinh nh c a
Kem d ng m Kh mi N c x v i
18
Pricing segments based on average price index vs. category average
Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.
Nhn hng ring ang c ch ng, c bi t trong cc ngnh th c ph m, gi y, chm sc/v sinh nh c a v chm sc c th
Cc ngnh c nhn hng ring
PRICE
Gi c a nhn hng ring th p hn 15-30% so v i cc sp ngoi th tr ng
19
(*)P4W: trong 4 tu n qua
Source: Nielsen Shopper Trend 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.
73%
Tin r ng cc nhn hng ring c ch t l ng tng ng v i ngoi th tr ng
75%
Lin h thng hi u c a hng v i ch t l ng c a nhn hng ring
20
Source: Nielsen Global Online Survey Q32010, Nielsen Shopper Trend 2011, Press Article Copyright 2011 The Nielsen Company. Confidential and proprietary.
C h i tng tr ng
3 I u t (Investment), c th (identity), i m i (innovation) u t Th tr ng nng thn chi m 47% gi tr FMCG v c tri n v ng r t l n. Knh phn ph i hi n i ng gp t ng gi tr hng FMCG v tng m nh h u h t cc ngnh hng. c th S c m nh thng hi u c a hng Vi t Nam c h tr b i cc nh s n xu t trong n c v h ng u i t ng i tiu dng i m i Th tr ng ngy cng c nh tranh v i cc s n ph m m i v hi u qu . Nh ng s n ph m p ng c nhu c u ng i tiu dng theo cch m i s c kh nng n i b t.
21
C h i: u t
Ng i tiu dng nng thn
22
91%
23
Source: Nielsen Business Barometer 1H - 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.
T ng dn s
158%
177%
24
Source: Nielsen Retail Audit, GSO Copyright 2011 The Nielsen Company. Confidential and proprietary.
Ng i Vi t Nam
Mi n B c: 462,000 VND
Mua vng: 7%
75%
S ti n ti t ki m trung bnh h ng thng S trung bnh HCM Hanoi 1,373,180 VND 992,834 VND
G i ti t ki m: 6%
Mua ngo i t : 2%
Mua b o hi m: 2%
25
Source: Nielsen Rural Syndicated 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.
26
Base: All respondents (n=4200)
Source: Nielsen Rural Syndicated 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.
C h i: u t
Knh phn ph i hi n i
27
28
Source: Nielsen Retail Census 2009 and 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.
29
Total Ho Chi Minh + Hanoi; Data ending Apr 2011; MT exclude Saigon Coop
Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.
Th tr ng ch y u l cc doanh nghi p trong n c v ngy cng nhi u doanh nghi p n c ngoi tham gia
S L NG C A HNG C A CC THNG Hi U L N C P NH T THNG 4, 2011
50 16 13 22 14 3 7
15
15
13
2 21
5
Siu th
101
44
C a hng th c ph m C a hng ti n l i
30
Source: Nielsen Retail Census 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.
Vi t Nam v n
88%
Jakarta Greater
Kuala Lumpur
43%
Vietnam
Hanoi
16%
46%
37%
Indonesia
Shanghai
Malaysia
Bangkok
Thailand
China
13%
HCMC
31
66%
Source: Nielsen Retail Census 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.
C h i: c Th
Thng hi u Vi t Nam
32
HCMC
Ti c th s mua hng Vi t Nam nhi u hn Ti ch c ch n s mua hng Vi t Nam nhi u hn Ti khng ch c s mua hng Vi t Nam nhi u hn
Ha Noi
8%
2%
2%
14%*
33
Source: Vietnamese Goods Trend Nielsen Study 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.
Gi c h p l T t cho s c kh e (so v i hng Trung Qu c) H pv i ng i Vi t Nam (kh u v , da, tc..) Ph bi n, c nhi u ng i s d ng Ch t l ng t t/ch p nh n c (b ng/g n b ng hng nh p kh u)
Gi c h p l a d ng Ph h p ng tin c y
39% 35% 35% 25% 25% 22% 20% 18% 17% 13%
32% 54% * 42% 35% 52% * 38% * 26% 52% * 30% * 26% *
ng tin c y
Khuy n mi h p d n Bao b h p d n Ch t l ng t t
a d ng
34
* Significantly higher; Base: All respondents (n= 300); Q.28a
Source: Vietnamese Goods Trend Nielsen Study 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.
If label says Made in Vietnam it can be viewed as a local brand, despite international origins N u c ch Made in Vietnam th d l nh s n xu t n c ngoi v n c xem l hng trong n c.
C ch Made in Vietnam C logo Hng Vi t Nam ch t l ng cao Tn thng hi u b ng ti ng Vi t
C ch Made in Vietnam (64%) Tn thng hi u b ng ti ng Vi t (56%) Nhn ghi b ng ti ng Vi t (thnh ph n, h ng d n,...) (53%) * C logo Hng Vi t Nam ch t l ng cao(46%)
C logo Hng Vi t Nam ch t l ng cao (82%) * C ch Made in Vietnam (78%) * Tn thng hi u b ng ti ng Vi t (57%) 100% l nh s n xu t Vi t Nam (44%)
35
* Significantly higher; Base: All respondents (n= 300); Q.27
Source: Vietnamese Goods Trend Nielsen Study 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.
Cc s n ph m:
Th c u ng khng c n
1% 18%* 81% 4% 4% 92%*
Chm sc c th
9% 20%* 71% 8% 17% 75%
Bnh k o
9% 34% 57% 19%* 24% 57%
S a v ch ph m t s a
21% 25% 54% 15% 17% 67%
Th c u ng c c n
20% 31%* 49% 13% 24% 63% *
36
Source: Vietnamese Goods Trend Nielsen Study Copyright 2011 The Nielsen Company. Confidential and proprietary.
C h i: im i
i m i trong s n ph m v marketing
37
1,346
Chm sc c th
662
Th c ph m v s a
147
u ng
143
Chm sc/v sinh nh c a
Data ending April 2011
38
Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.
i m i gip cc s n ph m n i b t trn th tr ng
K th pm i
Cng ngh m i
Ti n l i m i
Ikun Tr u ng li n c gas Minute Maid Nutri Boost S a tri cy Close-Up Kem nh rng nng v l nh Comfort Sang Tao Hng hoa v tri cy k t h p
Chinsu Toi Ot N c m m ch m
Downy 1 Lan Xa M tl nx
39
Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.
40
Source: Nielsen Omnibus March 2011, Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.
41
Source: Press articles Copyright 2011 The Nielsen Company. Confidential and proprietary.
42
Khuy n mi
Gi c
Gi l n
Vi t Nam ha thng hi u
Brand portfolio
43
Nielsen Vietnam
44
www.twitter.com/nielsenvietnam
www.facebook.com/nielsenvietnam
45