your consumer from head to toe (nielsenvietnam, 2007)

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Confidential & Proprietary • Copyright © 2007 The Nielsen Company Consumer Fact Pack Presented by: Chris Morley – Managing Director ACNielsen Vietnam May 2007 For more information contact [email protected]

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Consumer fact pack done by the Nielsen Vietnam in May 2007.

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Page 1: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Consumer Fact PackPresented by:Chris Morley – Managing Director ACNielsen VietnamMay 2007For more information contact [email protected]

Page 2: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Head-line...76% of people visit the barbersToe-job…55% of women have a pedicure whilst thereChris Morley – Managing Director ACNielsen Vietnam

Page 3: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 3May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

ACNielsen Class Definitions

Our class definitions use a combination of durable ownership (proof of wealth) and housing class type which we have modeled against other factors to produce the most reliable method of Socio Economic segmentation.

This is required in Vietnam, in our opinion, due to sources of income and wealth outside of claimed income ranges.

Email [email protected] for more information

Page 4: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Population and Economics

Page 5: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 5May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Vietnam population by age group in 200060% Under 30 in 2000. In 1990 51% <$1 per day

0

1

2

3

4

5

6

7

8

9

10

0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Mill

ions

Source: Government Statistics Offices

Page 6: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 6May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

0

1

2

3

4

5

6

7

8

9

10

0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Mill

ions

0

1

2

3

4

5

6

7

8

9

10

0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Mill

ions

Vietnam population by age group in 200515-24 years grow fastest, 2006 only 8% <$1 day

Source: Government Statistics Offices

Page 7: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 7May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Vietnam population by age group in 2010Working population growth, set to exceed $1,000 GDP per head

0

1

2

3

4

5

6

7

8

9

10

0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Mill

ions

Source: Government Statistics Offices

0

1

2

3

4

5

6

7

8

9

10

0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Mill

ions

Page 8: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 8May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Vietnam population by age group in 2015Dependency Ratio Drops

0

1

2

3

4

5

6

7

8

9

10

0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Mill

ions

0

1

2

3

4

5

6

7

8

9

10

0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Mill

ions

Source: Government Statistics Offices

Page 9: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 9May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Vietnam population by age group in 202022 million more over 30s than 2000

0

1

2

3

4

5

6

7

8

9

10

0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Mill

ions

0

1

2

3

4

5

6

7

8

9

10

0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+

Mill

ions

Source: Government Statistics Offices

Page 10: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 10May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Local Economic Growth

2.8

4.85.9

4.0

12.0

8.6

4.4

10.6

5.5

3.8

10.2

7.0

Agriculture Industry Services

1990 1995 2000 2005

5yr average growth (%)

3219

2541

43 41

1990 2005

ServicesIndustryAgriculture

Share of GDP (%)

Source: Government Statistics Offices

Page 11: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 11May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

The Economy and My Economics(percentage)

40

68

51

25

55

3 1

Status Of Our Economy My Own HouseholdFinances

ExcellentGoodFairPoor

Source: ACNielsen Omnibus

Page 12: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 12May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Import and Export Trade

11 12 1316

2123

8 8 9 10 12 14

46

7

9

11

14

7 7 810

14

19

0

5

10

15

20

25

30

35

40

2000 2001 2002 2003 2004 2005

Bill

ions

US$

Foreign Sector ExportForeign Sector ImportDomestic Sector ExportDomestic Sector Import

Source: Government Statistics Offices

Export

Import

Page 13: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 13May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Income GrowthHCMC & HANOI (nearly 2million >US$430 pm by 2009)

33%24%

14% 9% 6% 4% 2% 2%

48%53%

53%51%

43%31%

21% 14%

14% 15%24%

30%39%

47%54%

58%

6% 8% 8% 11% 12% 18% 23% 26%

2002 2003 2004 2005 2006 2007F 2008F 2009F

7+m VND4-7m VND2-4m VND<2m VND

Source: ACNielsen Omnibus

Page 14: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 14May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Fuel Prices Almost Doubled Since 2004

0

2,000

4,000

6,000

8,000

10,000

12,000

Jun-01

Dec-01

Jun-02

Dec-02

Jun-03

Dec-03

Jun-04

Dec-04

Jun-05

Dec-05

Jun-06

Dec-06

est

VND

Gas 92 Gas 90 Gas 83 Diesel Petroleum Mazut.2B

Source: Government Statistics Offices

Page 15: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 15May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Petrol Spend / Month(Individuals)

1%

3%

10%

27%

21%

16%

11%

6%

2%

2%

2%

<50,000

50,000 - 75,000

76,000 - 100,000

101,000 - 150,000

151,000 - 200,000

201,000 - 250,000

251,000 - 300,000

301,000 - 350,000

351,000 - 400,000

451,000 - 500,000

> 500,000

Source: ACNielsen Omnibus

Page 16: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 16May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Urban Income Outstrips Price Increases(cumulative growth indexed on 2002)

100%103%

111%

120%

131%

100%

113%

130%

150%

173%

2002 2003 2004 2005 2006F

Effect of RPIEffect of Income Gwth

Source: Government Statistics Offices

Page 17: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 17May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Vietnamese Living StandardsSpending Power (expenditure/population) in US$ Per annum

$372

$589

$165

$227

1999 2004

URBAN

RURAL

Source: Government Statistics Offices

Page 18: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 18May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Urban and Rural Growth GDP Per CapitaCompound Growth in GDP, Indexed on 2002

100%108%

120%

135%

152%

172%

198%

100% 101% 105%113%

131%

151%

174%

2000

2001

2002

2003

2004

2005

2006

E

URBANRURAL

Source: Government Statistics Offices

Page 19: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 19May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

The opportunity for Further GrowthGPD per Head at Purchasing Power Parity (US = 100)

6.4% 7.3% 8.5%12.3% 12.5%

19.1%23.5%

43.9%49.8%

65.7%

75.8% 76.1%

Vietna

mInd

ia

Indon

esia

Philipp

ines

China

Thaila

nd

Malays

iaKore

a

Taiwan

Singap

oreJa

pan

Hong K

ong

Source: Government Statistics Offices & UN reports

Page 20: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 20May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

UrbanizationUnited Nations Forecast (%)

22 24 27 2932

3640

43

3642

4853

5862

6568

27 28 29 30 32 3538

41

1995

2000

2005

2010

2015

2020

2025

2030

Vietnam Indonesia IndiaSource: UN Reports

Page 21: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

The Urban Vietnamese Family

Page 22: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 22May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

62% Of Households have 4 or 5 peopleHCMC and Hanoi (%)

0

9

24

38

14

7

5

3

1

1

1 PERSON

2 PERSON

3 PERSON

4 PERSON

5 PERSON

6 PERSON

7 PERSON

8 PERSON

9 PERSON

10 PERSON

% of people in HH

15

54

18

10

3

1 PERSON

2 PERSON

3 PERSON

4 PERSON

5 PERSON % Earners in HH

Source: ACNielsen Omnibus

Page 23: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 23May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Ave Household Size

3.1

2.4

1961 2004

7 million single person HH

4.74.4

1999 2004

Changes to come?

Source: Government Statistics Offices

Page 24: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 24May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

In Five Years Males +2, Females +1Similar to a “traditional” UK society in 1961

25

27

24

26

28

25

23

24

MalesVN1999

MalesVN2004

FemalesVN1999

FemalesVN2004

Average age of having first childAverage age of first marriage

26

31

29

27

34

32

23

24

MalesUK1961

MalesUK2004

FemalesUK1961

FemalesUK2004

Average age of having first childAverage age of first marriage

Source: Government Statistics Offices & ACNielsen Omnibus

Page 25: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 25May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

US Demographic Shiftpercentage unless otherwise stated

26

10

73

84

105

17

21

36

8169

55

63

One Person HH

5+ HH

Women single 20-24yrs

Men NeverMarried 30-34Yrs

Family HH

Millions of HH

2000 1970

Source: Government Statistics Offices

Page 26: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Shopping and Lifestyle

Page 27: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 27May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Waking Up & Going To BedTaiwan the latest to get up, Vietnam one of the earliest (%)

0

6

24

29

15

26

11

44

33

9

20

Before5am

5-6am 6-7am 7-8am 8-9am After9am

Taiwan

Vietnam

Getting Up

Source: ACNielsen Sleeping Habits

0 1

6

24

34 35

2

12

46

36

41

Before9pm

9-10pm 10-11pm

11-12pm

12-1am after1am

Taiwan

Vietnam

Going to Bed

Page 28: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 28May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Fresh Food Purchases

8

50

43

10

2

1

2

6

6

Before 6.30am

6:30am - 8:00am

8:00am - 9:30am

9:30am to 11:00am

11:00am - 1:30pm

1:30pm - 3:00pm

3:00pm - 4:30pm

4:30pm - 6:00pm

After 6:00pmPercent by Time Slot

Source: ACNielsen Shopper Trends

Page 29: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 29May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Main Household Expenses(percentage split)

2

1

5

8

7

10

10

24

35

4

10

6

2

8

8

11

20

38

Health

Housing

Clothing and footwear

Insurance (Life&Other)

Fuel, Light, Water

Transportation, Telephone& Communication

Education

Saving (not includinginsurance)

Food & beverage

AB EFSource: ACNielsen Omnibus

Page 30: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 30May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Average Monthly Spending Grocery & Personal Care Vs. Fresh Food

$95

$109

$131

$84

$98

$59

Year 2003 Year 2004 Year 2005

Total Expenditure US$ Fresh Food US$

74%77%

62%

Source: ACNielsen Shopper Trends

Page 31: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 31May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Wet Market Still Dominates In Vietnam

VietnamPhilippines

IndonesiaThailand

Malaysia

IndiaKorea

Japan

China

HKTaiwan

Australia

SingaporeNZ

Wet

Mar

kets

–re

gula

r use

rs %

70%70%70%

50%50%50%

High

Low HighTraditional Grocery Stores – regular users % Source: ACNielsen Shopper Trends

Page 32: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 32May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Shopping Partners

With others

45%Alone55%

15%

21%

27%

37%

Friend(s)

Child/Children

Partner

Family

With Others % Split

Source: ACNielsen Shopper Trends

Page 33: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Ownership And Attitudes

Page 34: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 34May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

The Basics

65 9

9784 55

9993

24

100

89

51

78

41

1

97

93

83

99

98

99

98

98

96

AB CD EF

Color TV

Rice cooker

Iron

Washing machine

Gas stove/cooker

Fridge/Freezer

Fixed Line Phone

Air-Con

Source: ACNielsen Omnibus

Page 35: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 35May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Changes Since 1996

89 98 9834

88 10051

86 99

0

6889

3

5075

16

49

78

7

27

65

1996 2006 AB 2006

Air-conditioner

Washing machine

PC

Hand Phone

Fridge/Freezer

Gas stove

Color TV

Source: ACNielsen Omnibus

Page 36: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 36May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Motorbike and Car Ownership

8

0

25

75

0

55

29

0

Car

Motor bike - lessthan 12 mil VND

Motor bike 12-24mVND

Motor bike >24mVND

E&F

A class

Source: ACNielsen Omnibus

Page 37: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 37May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Top 10 Motorbike Brandspercentage ownership

1121 24

10 12 1219

10

19 11

1420

13

1810

98

1110

7

1212

26

11 3

1

9107

5 6

8

6

12

65 7

8

74 1 7

10

10

3

4 5 5 63

10

4 2 5 2 39

4 2 3 25 7

HCMCHANOI

18-30

31-40

41-50 AB CD

Future II

Nouvo (Yamaha)

Attila (SYM - VMEP)

Future cuõ (Honda)

Dream (TQ)

Jupiter (Yamaha)

Wave (TQ)

Super Dream (Honda)

Dream Import (Honda)

Wave Alpha (Honda)

Source: ACNielsen Omnibus

Page 38: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 38May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Trading Up To Scooters(what would you most consider to buy)

65

32

16

32

68

84

3 1

AB CD EF

ScooterStandardReplica

Source: ACNielsen Omnibus

Page 39: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 39May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Intention to purchase a Car

76

13

4

1

2

3

1

67

27

2

1

1

2

0 10 20 30 40 50 60 70 80

No intention to buy

Intend to buy but no specifictiming

More than 5 years

3-5 years

2-3 years

1-2 years

Within one year or less HanoiHCMC

Source: ACNielsen Omnibus

Page 40: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Hi Tech Goods

Page 41: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 41May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Hi-Tech Ownership(Households)

13

17

21

30

31

49

69

85

86

99

20

17

32

7

7

36

60

CD player

VDO camera

Radio

VCR

Radio/cassette/Audio(noCD)

Microwave

Photo camera

Computer

Hand phone

Audio system wCD/VCD/DVD

E&F (%)

A class (%)

Source: ACNielsen Omnibus

Page 42: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 42May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Computer Ownership HCMC(Households)

39%

17%

5%1% 0%

18%

88%

76%

65%

15%

4%0%

45%

Class A Class B Class C Class D Class E Class F All SECS

200220042006

Source: ACNielsen Omnibus

Page 43: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 43May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Mobile Phone Ownership HCMC(Households)

98%

90%

80%

64%

72%

50%

24%

12%

3%

25%

Class A

Class B

Class C

Class D

All SECS

200220042006

Source: ACNielsen Omnibus

Page 44: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Vietnam Online

Page 45: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 45May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Internet UsageHCMC & Hanoi

32%

41%

24%

53%

23%

10%

Total Male Female 18-30 31-40 42-50Source: ACNielsen Omnibus

Page 46: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 46May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

10% Of the World Have Bought Online(Last 3 Purchases)

22%

21%

20%

18%

17%

16%

14%

13%

12%

10%

6%

4%

4%

3%

1%

19%

34%Books

Videos/DVD/Game

Airline Reservation

Clothing/Accessories/Shoes

Music

Electronics

Computer Hardware

Tours/Hotel Reservation

Computer Software

Event Tickets

Cosmetics/Nutritional

Groceries

Sports Goods

Toys/Dolls

Automobiles & Parts

Sports Memorabilia

OtherSource: ACNielsen Omnibus

Page 47: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 47May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Payment Methods Globally

23%

13%

12%

11%

8%

5%

3%

2%

2%

1%

5%

59%Credit Card

Bank Transfer

COD-Cash On Delivery

PayPal

Debit Card

Money Transfer

Postal Transfer

Cash Paid In Person by the Buyer

Payments Through A Convenience Store

Cash In The Mail

Pre-Paid Card

Other

* 59% of which Visa Card

Source: ACNielsen Global Online Study

Page 48: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 48May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Uses of the internet in HCMC and HanoiBy Age Group

2%

3%

3%

5%

11%

14%

15%

33%

38%

57%

63%

72%

14%

10%

0%

0%

0%

27%

3%

0%

34%

14%

81%

43%

Checking the weather

Shopping online

Listening to music

Job search

Dating online

Work

Study/homework

Watching movies

Email

Play games

Catching up with news/current affairs

Chatrooms

18-30 41-50

Source: ACNielsen Omnibus

50%

31%

15%

3%

InternetService

At home

At work

At internetcafe

Page 49: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 49May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Frequency of using the Internet in HCMC and Hanoi(32% of Total Population of HCMC and Hanoi currently Online)

13%

40%

22%

15%

4%1%

<30 min

31-60 min

1-2 hours

2-3 hours

3-4 hours

4-5 hours

Source: ACNielsen Omnibus

Page 50: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 50May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

Email The New Snail Mail?

90%

53%

36%

26%20%

10% 11%

31%24%

45%

54%59%

50%

70%

18-20 21-25 26-30 31-35 36-40 41-45 46-50

Online in 2006?

Those OnlineUsing Email

Source: ACNielsen Omnibus

Page 51: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Personal Care and Holidays…

Page 52: Your Consumer From Head to Toe (NielsenVietnam, 2007)

Your consumers from Head to Toe Page 52May 22, 2007 Confidential & Proprietary

Copyright © 2007 The Nielsen Company

76%People Visit The Barbers Shop/Hair Salon(percentage amongst those visiting)

0

2

0

1

1

2

8

0

0

60

60

21

96

Make up

Colouring

Eyebrows pluck

Perm

Facial mask

Hair style

Facial massage

Pedicure

Manicure

Ear cleaning

Shave

Hair shampoo

Hair cut only

Men 4

5

8

7

14

29

35

48

55

0

0

80

69

Women

Source: ACNielsen Omnibus

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Top 10 Holiday DestinationsFrom HCMC From Hanoi

2

3

3

3

4

6

7

7

9

27

Ha Noi

Long Hai

Long An

Ñam Sen

Suoi Tien

Phan Thiet (Mui Ne)

DKNA

Da Lat

Nha Trang

Vung Tau

Last Holiday (%)3

4

4

5

5

7

7

9

11

14

Hai Duong

Thai Binh

Quang Ninh

Sapa

Nam Dinh

Vinh

Ha Long Bay

Hai Phong

Ha Tay

Thanh Hoa

Last Holiday (%)Source: ACNielsen Omnibus

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Most Urban Vietnamese Families…

Married BeforeHe’s 29

Have ShaveAnd Ear Clean

At Barbers

Get Up Before6am

Shop Before8am

(mum, grandma)

2/3 of whichFresh Food

No IntentionTo Buy A Car

Spend >$120groceries

Most AwareToyota

Mercedes, FordOwn WaveDream or

Super Dream

18-30s Online

News GamesAnd Chat

Married BeforeShe’s 26

Baby BeforeShe’s 27

Have ManicureAt Hair Salon

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Emerging Modern Trade Channels

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Vietnam’s Attraction

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Spend in the developing markets is much less with the typical urban Vietnam household spending on US$133

330

152 142 134173

63 67 8464

12176

13289

2049 38

98

46

0

100

200

300

400

500

600

Singapore Thailand Malaysia Sri Lanka Indonesia Philippines India Vietnam -Hanoi

Vietnam -HCM

Total Fresh Food

53%

47%41% 50%40%

% Spend on Fresh Food

Total Spend

Amount Spend

on Fresh Food

US$

51% 31%74% 66%

Source: ACNielsen Shopper Trends

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Where we buy non-fresh food products(where purchased P4W % - not mutually exclusive)

59

79

60

10 9

12

6

689 90

3619

36

2 4

Snack/Confec Canned Milk Pdr FreshMeat/Seafood

Fresh Veg

Supermarkets/Minimarts Markets/stall in markets Grocery storesSource: ACNielsen Shopper Trends

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Local vs International

9074

96

48

82

32

1026

4

52

18

68

International Local

SHAMPOO SHOWER GEL

LAUNDRY INFANT MILK

BISCUITS & PIES

D.LIQUID

Source: ACNielsen Retail Tracking Information

Page 60: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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Brand LoyaltyStrong For Personal Care – Will Diminish With More Brands, Marketing & Promotion

7 3 4 5 5 212 4 3

33

1828

49 48

20

56

35 33

15

13

15

24 27

12

21

1815

4566

54

22 19

65

11

43 49

CarbonatedSoft Drinks

Ice Cream Biscuits Shampoo LaundryDetergent

Snacks Body Lotion HouseholdCleaner

Toilet Soap

Wait Until Avail Same Brand Another StoreSame Brand Diff Size/Flav Buy Different Brand

Source: ACNielsen Shopper Trends

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Growth of Supermarket & Personal Care StoresConsideration through to Usage

10

36

51

85

94

97

22

39

56

90

96

99

Purchase Most

Use P7D

Use P4W

Ocassionally

Ever used

Consider Using

HCMC 2005HCMC 2004

3

14

26

60

81

90

1

36

58

80

91

94

Hanoi 2005Hanoi 2004

Source: ACNielsen Shopper Trends

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Modern Trade Greatest Share GainsHCMC & HANOI

PersonalWash BiscuitDeodorants Toothbrush Body Cream

74 6776 69 75 71

83 80 81 73

27 3324 31 25 29

17 21 19 28

20052004 2005 2004 2005 2004

Traditional Trade Modern Trade20042004 2005 2004 20052005

Source: ACNielsen Retail Tracking Information

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Recent Reports

• The the biggest reported hurdles to entering the market are– FDI regulations– High import taxes– Perceived difficulties in obtaining licenses to open more stores

• We’ve recently produced a forecast based upon– “Claimed” store openings– Government expectations– Market growth rates (Modern vs Traditional Trade)

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Total Vietnam Share Of TradeACNielsen Forecast, Using Retail Audits, Govn Stats & Retailer Plans

97 97 96 94 93 91 89 86 83 80 76

3 3 4 6 7 9 11 14 17 20 24

2000 2001 2002 2003 2004 2005 2006F 2007F 2008F 2009F 2010F

Traditional ModernSource: ACNielsen Retail Tracking Information

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HCMC and Hanoi Share Of TradeACNielsen Forecast, Using Retail Audits, Govn Stats & Retailer Plans

86 88 87 85 81 76 72 68 63

14 12 13 15 19 24 28 32 37

2002 2003 2004 2005 2006F 2007F 2008F 2009F 2010F

Traditional ModernSource: ACNielsen Retail Tracking Information

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Small Impact On Traditional Trade So Far (also other reasons for store numbers decline)

-708

-236

-467

-67

-366 -368

143

-657

8525

Growth/Decline 2005

TradGrocery

Modern Trade

Personal Store

Street Vendor

M.S-Mixed

M.S-HPC

Milk Biscuit &Spirits

Pharmacy

Beverage Store

CigaretteKiosk

2,492

+7%

Cafes

From ACNielsen Audit of 250,000 outletsSource: ACNielsen Retail Tracking Information

Page 67: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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Saigon Cool

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Traditionals, 27%

Hard working Bees, 27%

Kids with big head, 25%

Saigon Cool, 21%

Established Youth Segments(percentage contribution of each group – 16-24 years old)

Source: ACNielsen Generation “V”

Page 69: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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About the “Saigon Cool”3 x more likely to want to work overseas than “Traditionals”

41%

45%

45%

45%

49%

50%

59%

61%

63%

67%

88%

Boy/Girlfriend before 17?

More Likely AB

More Likely To Live With ExtendedFamily Than Other Groups?

Married before I'm 26?

% Students?

LESS likely University than "Bees"

Completed High School

Exercise Regularly

Can't afford Cable

Prefer International Pop

TV best Leisure Activity

Absolute %

% More Or Less Likely

Source: ACNielsen Generation “V”

Page 70: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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Let’s Talk About It?

12

16

33

43

56

66

73

56

78

44

42

77

37

23

Sexual relationships

New trends/ fashion

Personal/physicaldevelopment

Family issues

Study/work/careerplans/issues

Money issues

Personal health

Discuss With Family (%) Discuss With Friends? (%)Source: ACNielsen Generation “V”

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Most Popular Exercise Activities(Of the 61% who participate, what activity do you do?)

1

1

2

2

2

2

5

5

9

13

22

24

35

50

Go to the Gym

Yoga

Basket ball

Aerobics

Pingpong

Da cau

Volley ball

Tennis

Cycling

Body building

Badminton

Swimming

Football

Jogging/running

If not excercising, why not?

4

12

20

70

Lack of money

No need to exercise/I amhealthy and fit as I am

Lack of energy

Lack of time

Source: ACNielsen Generation “V”

Page 72: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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Conscience & Aspiration

35

60

79

75

97

64

87

96

72

98

Don't run after Western Life

I'm worried about gap, rich&poor

I would prefer to buyenviromentally friendly

Protect Environment even atEconomic Expense

Never travelled overseas

TraditionalsSaigon Cool

Source: ACNielsen Generation “V”

Page 73: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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Most Common Leisure Activities

97

80

56

62

63

99

71

51

54

57

Watch terrestrial TV

Read a newspaper

Read a book

Read a magazine

Hang out with friends Traditionals (%)Saigon Cool (%)

Source: ACNielsen Generation “V”

Page 74: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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Out for Dinner?

38

33

20

18

18

11

6

26

40

28

13

4

3

2

Listen to the radio

Watch DVDs

Access internet

Go to a pub/bar

Eat dinner outside thehome

Go to karaoke

Buy new clothes

Traditionals (%)Saigon Cool (%)

Source: ACNielsen Generation “V”

Page 75: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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Contributors To Purchasing A Mobile Phone(All individuals)

26%

52%

12%

56%

42%

57%

8%

33%

35%

42%

7%

21%

35%

45%

40%

6%

Conventionaladvertising(TV/Print)

Word of mouth

Searching theInternet

Blogs on theInternet

Windowshopping

Previousexperience with

the sameThe brand

name/reputationcompany

Other VietnamAsia Pacific

Base: All respondents. Source: ACNielsen Global Purchase Influencers

Page 76: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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Contributors To Purchasing Fashion(All Individuals)

24%

32%

10%

56%

34%

47%

12%

35%

21%

31%

7%

42%

21%

34%

37%

12%

Conventionaladvertising(TV/Print)

Word of mouth

Searching theInternet

Blogs on theInternet

Windowshopping

Previousexperience with

the sameThe brand

name/reputationcompany

Other VietnamAsia Pacific

Base: All respondents. Source: ACNielsen Global Purchase Influencers

Page 77: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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What Designer Accessories Do You Buy Now?(Global Average)

32%

26%

21%

21%

14%

10%

7%

6%

35%

49%Shoes

Sunglasses

Wallet

Handbag

Belts

Stationary (palm pilot etc.)

Briefcase

Luggage

Key Chain

None Of These

Source: ACNielsen Global Designer Brands

Page 78: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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I read a lot - VietnamMagazines with > 10% reading

68 73

51 66

60 23

4526

33

18

30

18

29

8

20

19

17

25

23

15

31

9

21

12

12

5

12

8

15

9

Worker Bees Saigon Cool

Sai Gon Tiep Thi

Sai Gon Giai Phong

Hanoi Moi

Nguoi Lao Dong

Tien Phong

The Thao Ngay Nay

Phu Nu Thanh Pho

The Thao Tp.HCM

An Ninh Thu Do

The Thao Van Hoa

Phu nu Viet Nam

Thanh Nien

An Ninh The Gioi

Cong an Tp.HCM

Tuoi TreSource: ACNielsen Generation “V”

Page 79: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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What are they watching?

9 13

2636

2321

4129

Traditional Saigon Cool

<1 hour 1 - 2 hours 2 - 3 hours >3 hours 0

6

17

9

32

57

61

63

65

80

76

82

90

91

1

3

8

13

26

38

51

54

58

66

71

77

82

89

Saigon Cool

TraditionalMusic/ pop videos

Game Shows

Comedy series

Soap Operas

Other Asian movies

Vietnamese movies

Western movies

Sport

News/ current affairs

Cartoons

Modern plays

Documentary

Traditional Theatre & Plays

Entertainment (foreign)

Source: ACNielsen Generation “V”

Page 80: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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Shopping

48%

59%

67%

49%

41%

47%

71%

30%

Visit SupermarketP4W?

I like to CruiseShops

Mum Gives MePocket Money

More Than 100kVND per week

Saigon Cool Traditionals

Source: ACNielsen Generation “V”

Page 81: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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Foods Consumed Every Month – Saigon Cool(% claimed usage)

2525

36363940

454750

58646566

7176

8995

Biscuits

Beer

Yoghurt

Fruit Juice

Tea Conc

Tonic Food Drink

Tea Bags

Ice Cream

Savoury Snack

Energy Drinks

Candy

Bottled Water

Liquid Milk

Gum

Coffee

Carb Bevs

Instant Noodles

20

33

47

47

52

55

74

76

99

100

Mouthwash

Deos

Tissue

Moisturiser(F)

Conditioner

Shower

Facial (F)

Bar Soap

Toothpaste

Shampoo

Source: ACNielsen Generation “V”

Page 82: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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The Big Screen – Cinema

4253

27

4856

4943

63

4239

9 4 10 9 4

Worker Bees Saigon Cool North(HN,HP) Central(DN,NT) South(HCM,CT)

Never Occassionally Regularly - At least once a monthSource: ACNielsen Generation “V”

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Most admired 2005(Top 3 positions based on % votes)

16

14

14

25

8

6

6

9

4

6

5

5

7

3

4

Total

Big Heads

Traditional

Worker Bees

Saigon Cool

Ho Chí Minh My Tam David Beckham

Source: ACNielsen Generation “V”

Page 84: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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Saigon Cool…

Prefer Non VNPop

ExerciseRegularly

Love EatingOut

More LikelyTo Hang Out

In Cafes

Completed AtLeast High

School

ConsideringWorkingOverseas

Open AboutRelationshipsWith Friends

More LikelyTo Use

SupermarketsFamily Still

No1

More “Carefree”Larger NetworkOf Friends

Less TraditionalBrand Choice

Page 85: Your Consumer From Head to Toe (NielsenVietnam, 2007)

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Sources

• Government Statistics Offices– Vietnam Macroeconomic Statistics– UK Government Statistics– US Government Statistics

• ACNielsen Generation “V”– ACNielsen Vietnam Generation “V” Youth Segmentation Study 2004/2005– Quant 5 Cities, N = 1200, Qual Groups, 4 Cities

• ACNielsen Modern Trade Growth Study– ACNielsen Vietnam Advanced Analytics Study– Desk Research & Quant using Government Statistics, Intended Store Openings, ACNielsen Vietnam Retail Audit Information and ACNielsen

Vietnam 2005 census (250,000 stores)• ACNielsen Omnibus (Sept 2006)

– Quant, HCMC and Hanoi, n = 600 plus Booster panels of N = 300 for Finance, Auto, Personal Care segments• ACNielsen Shopper Trends

– Quant, HCMC and Hanoi, n = 1,000• ACNielsen Retail Tracking Information

– ACNielsen Vietnam and Asia Pacific Retail Audits and Scanning Data Services• Other recommended reading & opinion

– HSBC “Going For The Next Level”– IMA Asia Outlooks 2006

• ACNielsen Global Consumer Confidence– ACNielsen Global Study 2006– Quant, 41 countries , Online n = 500 per country approx

• ACNielsen Global Purchase Influencers– ACNielsen Global Study 2006– Quant, 41 countries , Online n = 500 per country approx

• ACNielsen Global Online Habits– ACNielsen Global Survey of Online Habits, 41 countries Online, n = 500 per country approx

• ACNielsen Global Sleeping Habits– ACNielsen Global Sleeping Habits Study, 41 countries Online, n = 500 per country approx

• ACNielsen Global Designer Brands– Quant, Global Survey Of Designer Brands and Products, 41 countries Online, n = 500 per country approx

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Thank you