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TNS Vietnam Absolutely Amazing !

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83 Countries

300 Offices

Over 25,000 employees

TNS is part of WPP, the world’s largest marketing service group and offers unparalleled access to leading edge marketing knowledge for the development of market entry strategies

TNS is the largest provider of custom research globally New offices in Cambodia & Myanmar (2012)

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Senior Team

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Ashish Kanchan Managing Director 17 years MR experience 11 years in Vietnam

Nhat Phuong Research Director 17 years MR Experience

David Watts Qualitative Specialist 14 years MR experience 8 years in Vietnam

Pradeep Menon Operations Director 22 years Operations experience in F2F

Tan Tran Healthcare Research Manager

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Samsung Galaxy Note 10.1

Increases accuracy of data collection with built-in logic and filters checks

New way of stimulus presentation (video, sound, interactive images)

Increased ease of handling complex questionnaires Reduced time for data delivery and data processing

Replacement to Pen & Paper Surveys Integrated Quota management Track interviewers GPS location on a

map Capture Pictures, Videos & Sounds

Data collection on electronically on tablets

4

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Recent Success

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Where are consumers likely to spend more (2014 vs 2013)

SOURCE: TNS VietCycle 2014

+

7

-

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Traditional Trade most convenient

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SOURCE: TNS VietCycle 2014

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2014 FMCG : Limited Growth, nothing dramatic expected – Rural opportunity

Source: Kantar Worldpanel | Household Panel – Total FMCG

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Growth Opportunities

9

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10 pieces of information that will help you stay ahead of competition

10

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1. A Standard U&A does not answer all questions

WHAT products are competing to address the needs in the market, how are they perceived/ performing in the market?

WHEN

WHEN are effervescent products chosen, what drives choice and what are the inherent functional and emotional needs behind the choice?

WHERE do consumption occasions occur?

WHY do consumers choose effervescent and not choose others formats in specific types of usage occasions?

WHO are your current and prospective customers and what are their behaviours, beliefs and lifestyle like?

WHO

WHAT

WHERE WHY

Multi Category

Multi category diary based approach leads to efficiency and interplay play between similar categories

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Identifying Innovation opportunities

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Matrix

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Instead of a data, TNS provides clear direction making actionability easier

Opportunities Clear and comprehensively profiled

Prioritization Using size as well as portfolio and market performance

Targeting Linking prioritized opportunities to the target consumers who want them

Precise Plan Not just data books but rather clear and prescriptive recommendations

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2. From U&A to Concept Screening

14

Market opportunities

Corporate goals

& capabilities

Ideation Concept refinement

Matrix

Qualitative Concept eValuate

Screen Ideas To develop Specific products

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Three tests to predict innovation success

Innovation research has to go beyond a simple stop-go flag

It must identify underlying drivers of long term potential

That’s why we developed three tests for success to be used at any point in the innovation journey.

The product must have a recognisable point of difference

The WHAT? Test

This point of difference has to be perceived as a benefit

The WHY? Test

This benefit must be exciting enough to overcome barriers to trial and usage

The WOW! Test

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Powerful diagnosis

Is the idea genuinely new and unique?

Is it relevant to you? Is the idea clear to you? Do you find it exciting?

How often would

you buy it? Do you believe it?

Do you think it would offer

value for money?

Do you actually like

the idea?

Would you buy it?

Our core framework applies across all innovation tools, and a consistent modelling approach provides the ability to asses performance via standardised metrics

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Performance benchmarked against database provides strong diagnosis

Total

(n=614)

Age

20-39

(n=246)

Age

40-49

(n=143)

Age

50-65

(n=225)

Top 50% Norm

Top 25% Norm

Purchase Intention

(Top 2 Boxes ) % 67 71 68 63 61 69

Uniqueness 3,4 3,4 3,4 3,4 3.2 3.4

Likeability 4,1 4,2 4,2 4,0 4,1 4,3

Relevance % 25 30 23 20 22 29

Excitement % 64 70 62 60 67 74

Understanding % 44 50 40 40 42 53

Believability % 45 45 46 45 44 48

Top 25% of the database

Middle 25%

Bottom 50%

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3. Superior Qualitative offer

18

Communication Evaluation

Concept Evaluation

Semiotics and discourse analysis

Packaging Evaluation

Brand Strategy and Positioning

Social trends research / monitoring

Usage and Attitude

Ideation workshops

Product Development and refinement

Exploratory, market entry

Shopper research Largest Team of Qualitative Experts in Vietnam

Trained and Mentored by Professionals from Australia, UK and NZ

Accredited Moderators

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Winning at global level ESOMAR Paper

19

From Bricolage to Pho

Vietnam as a model for

global influences and

assimilations at meal times

By Alison Dexter and

Bach Ngoc Hieu An

0

Strong focus on capacity and expertise building over the

last 4 - 5 yrs; across categories, consumer groups,

locations (urban/rural) and themes (FMCG, tech, finance;

kids, youths, housewives; 1st tier cities, 2nd tier, rural;

beauty, personal care, health and wellbeing, leisure and

entertainment, evolution of premium, convenience,

digital, etc…)

Contributing to our regional thought leadership….Best

paper win at Esomar Asia Pac conference 2009, Beijing;

Esomar Asia Pac committee member 2010-11

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4. Winning at Retail

Prior to Purchase Pack/ POS/ Shelf Testing

Shopper Dimensions Shopper Decisions

Who, what, why, where & when At shelf purchase decision study

Shopping context At shelf purchase process

Pack, Shelf and POS Testing

Testing category and brand growth initiatives

Shopper Directions

At the Store/ Shelf

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5. Campaign Evaluation

Estimate Opportunity To See (OTS)

PRESS TV PR

Claimed media and location habits of respondents are matched with touch point activation (i.e. media schedules, events, promotions, etc.) For this purpose we will include media and location habit questions and need campaign media schedule from our client

POS INTERNET

Identify effectiveness of media with exposure curves

0 2 4 6 8 10 12 14 16 18 20

OTS

KPI

Which medium is working hardest to drive the campaign KPIs?

TV

POS

INTERNET

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Which media contributes better to campaign KPIs

Post measurement is based on total sample. Effect is split by media.

What is the total campaign effect and what is the impact of each media on KPIs? This can be done independently for every brand KPI.

Baseline (zero exposure)

Spontaneous brand

awareness

TV

Digital

In this example, the budgets for TV and press are well spent, both media have contributed to brand strength beyond their budget shares.

Indicator Contributions

Budget share

76%

20%

4%

66%

18%

16%

1.15

1.11

0.25

ROI

Post

What is the cost efficiency of each media in the campaign? Indicative media plan scenarios can be run.

Pre measurement is simulated based on respondents with zero exposure

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0 2 4 6 8 10 12 14 16 18 20

OTS

KPI

Saturation zone

Maximum efficiency zone

Wear-in zone

Actual campaign

Optimized campaign

We help you to make your campaigns more successful

The ad diagnosis helps you to shift the exposure curve up*

The media evaluation helps you to find the optimal exposure level

This results in more effective and more cost efficient campaigns

Optimizing the campaign in terms of ROI

* Ads become more effective at a given exposure level.

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Primary goal is building or strengthening brand memories, which will drive future success of the brand. In addition to long term, we also measure activation or shorter term impact.

How well does the creative work?

Brand building impact (long term)

37

Novelty

44

Emotional

32

Relevance

Norm

Top 25% norm

43% 30%

13% 5%

What things that you care about does the campaign remind you of?

Enjoy drinking milk Good taste

Enjoy consuming fruit & veg

Having fun

Activation Impact (short term)

17%

See Talk

19%

If you were talking to someone about IMF, do you think you would mention something from this ad?

Would you like to see this ad again some time?

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6. Pricing Strategy

Identify Price sensitivity for each SKU and Brand

Gain/Loss in Market share with change in Price, Awareness or Distribution

Source of volumes for new SKU and impact on market shares

Software available for “What if” analysis

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7. Impulse shoppers - Triggers & Barriers at POS

Category shoppers (100%)

Planned Brand & Quantity (50%)

Planned Brand Only

(25%)

Planned Quantity Only

(4%)

Planned Category Only

(13%)

Deviated From Brand (0%)

Deviated From Quantity

(4%)

Deviated From Brand (4%)

Deviated From Quantity

(2%)

Potential to influence at the store (31%)

No Plan (8%)

Co-opmart

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What is not working for your brand at the channel

At the main compartment shelves of soluble coffee

At the dock of promotion displays

At the dock of soluble coffee displays

Gondola ends

At the promotions area

Asking PGs to get it for me

Asking cashier/ store staffs to help

88

18

26

30

18

5

0

76

0

5

14

0

5

0

(n=62) (n=67) (n=46) (n=44)

35

Conv.

87%

46%

83

40

37

31

28

5

2

67

2

16

12

0

2

2

SEEING PICKING

Conv.

81%

40%

68

2

20

30

7

2

0

66

0

7

25

2

0

0

Conv.

97%

85%

79

11

23

26

12

8

0

78

2

6

11

2

2

0

Conv.

99%

42%

Coop Mart Brand A Brand B Brand C Brand D

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8. Brand Tracking Success

36

Diageo BTS Tracking (2010 onwards)

Regional Nokia REE Study (2010 onwards)

Regional Intel Tracking Study (2008 onwards)

Unilever Brand Tracking Fieldwork (All 11 categories transitioned to TNS in 2011)

Kimberly Clark Brand Tracking Fieldwork (2011 onwards)

Pepsi Brand Tracking Fieldwork (All categories from 2013)

BAT Key Launch Tracker (2013)

Nestle Tracker Fieldwork from 2014

Heineken Tracker from 2014

BAT Track from 2014

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Why is your brand not growing

MARKET OVERVIEW BRAND FOCUS BRAND STRATEGY

Market share and Commitment of key brands in the category

Identifying the market levers to exploit the brand’s opportunity

Potential acquisition and defection to understand the true nature of the risk or opportunity to the brand

Potential share flow for the brand Identifying the mind levers to activate to better support share

37

Tracking and Social Listening

Your brand vs Category on the internet

What are consumers talking about you ?

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9. Retail Monitor

45

1. Brand visibility

2. POSM Display

3. Out of Stock

4. Recommendation

5. Competitive Intelligence

6. Daily Compliance Report

• Store Performance

• Store Photos

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10. Segmentation & Positioning

47

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Our Clients in Vietnam

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TNS the preferred agency of 153 clients in Vietnam Great Senior Team

Locally relevant experience in Vietnam

Understand your growth potential

Action oriented findings

Over 175,000 interviews annually

Over 500 FGDs and 300 In Depth Interviews

Over 400 Projects

Over 650 Tablets, Laptops, Smartphones for data collection