TURN PRIORITY STORES

INTO PROFITS TODAY

BY NIELSEN DISTRIBUTION ENHANCEMENT SOLUTION

This artwork was created using Nielsen data.

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
 VIETNAM MARKET IS BIG AND COMPLICATED
1.4M FMCG STORES ACROSS VIETNAM IMAGINE A UNIVERSE OF STORES WITH VARIOUS SIZES
& TYPES (MORE THAN 25 DIFFERENT OUTLET TYPES)

340K NORTH
Supermarket
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

Street Vendor Convenience Store

280K Hypermarket
CENTRAL

Personal Care Traditional Grocery

Store Store
750K SOUTH

Source: Nielsen census 2015

2
 6CTS ARE DIFFERENT FROM PROVINCES

6 KEY CITIES PROVINCES

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

322 # OF STORE (000) 1,078

70,7 Thousand Bil VND VALUE SALES (YTD) 147,1 Thousand Bil VND

% FMCG VALUE
32% CONTRIBUTION 68%

5.8% VALUE GROWTH (YTD) 7.6%

3
 ACROSS CATEGORIES, MNFs ARE MORE FOCUSING IN 6
CTs THEN PROVINCES
AVG. DISTRIBUTION
OF TOP MNFs
6CTs Urban Provinces Rural Provinces

Beverages 80% WTD 78% WTD 73% WTD

Biscuit 43% WTD 42% WTD 18% WTD

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Beer 46% WTD 54% WTD 45% WTD

Shampoo 83% WTD 81% WTD 78% WTD

Laundry Product 97% WTD 74% WTD 57% WTD

RTD Milk 68% WTD 63% WTD 60% WTD

4
 WHERE IS THE NEW SOURCE OF GROWTH?
High WTD in Provinces

DIRECT SERVING
KEY CITIES PENETRATION
OPTIMIZATION
• Ensure our Sale team serve the
• Ensure our sale team serve the
top stores in provinces
top stores
• Consider to expand to 6 CTs

Store list 6 CTs from RES Direct/In-direct store check

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Low WTD in High WTD in

6 CTs 6 CTs
PROVINCES
NEW COMERS
EXPANSION
• Consider to target the 2 key
cities first • Expand to top provinces out of
• Rolling out to other 4 key cities 6CTs

Store list 6 CTs from RES Store lists 41 provinces

Low WTD in Provinces

5
 HOW NIELSEN SOLUTION CAN HELP
MNFS TO CATCH NEW OPPORTUNITIES?

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

 4 STEPS FOR MNF TO CATCH THE OPPORTUNITIES

1 2 3 4
ght © 2017 The Nielsen Company. Confidential and proprietary.

IDENTIFY TOP STORE MATCH TOP STORE REVISIT POTENTIAL SALE TEAM TAKES
PROFILE PROFILE WITH STORES TO CONFIRM ACTION FOLLOWING
NIELSEN STORE LIST THE TOP STORE TO FINAL PRIORITIZED
TO DETECT TARGET & IDENTIFY STORE LIST
POTENTIAL TOP DISTRIBUTION
STORES OPPORTUNITIES

7
 1. IDENTIFY TOP STORE PROFILE CATEGORY

ANALYZE RETAIL AUDIT DATA TO IDENTIFY THE

CHARACTERISTICS OF TOP STORE

Output: Top store profile

Understanding category’s concentration & rank stores by contribution to cat sales…

100% Sales SAMPLE

% Category Sales Volume

80%
> 3 personal care category

FOCUS
60% Account Top 50% 10%
Top
for
80
30 % Handle Baby products
ght © 2017 The Nielsen Company. Confidential and proprietary.

40% % cat Next 30%

Store = sale
20%
s
s
20% Handle Feminine care
70% products
0%
0% 50% 100% No. of stores Handle specific SKU
% Number of stores

• Use store level Retail Audit data to identify target store tiers TOP STORES’
• Find set of discriminating characteristics that will help us identify the CHARACTERISTICS
target stores on field
8
 2. IDENTIFY POTENTIAL TOP STORES

MAP TOP STORE PROFILE WITH NIELSEN STORE LIST

TO IDENTIFY THE POTENTIAL TOP STORES
NIELSEN STORE LIST Output:
List of potential store to
Store list from Nielsen’s census in 2016 & 2017
Ready to use – available within 1 week
verify on field
Basic information to identify potential top stores: Group 1. High potential top store
- Store address and contact, location, store size (Handler matched with top store profile in
- Number of categories visibility some criteria)
- Category availability, FMCG turnover range

Group 2. Second potential top store

ght © 2017 The Nielsen Company. Confidential and proprietary.

(Handler having high FMCG turnover)

TOP STORE PROFILE

SAMPLE Group 3. Other Handlers
(Other handlers)

> 3 personal Handle Baby Handle Handle Revisit group 1 & group 2 to confirm the top stores
care products Feminine care
category products specific SKU for sale team to focus improving WTD
9
 3. REVISIT POTENTIAL STORES

REVISIT POTENTIAL TOP STORES TO CONFIRM TOP

STORE AND IDENTIFY DISTRIBUTION OPPORTUNITIES
Information coverage

Update address: Detailed address, contact info, GPS,

Photo
Information to identify top store: based on top store
Revisit on field to collect profile
List of potential stores more information Category availability: Reconfirm handler of category
MNF product availability: Identify coverage
• Group 1. High potential top store opportunities
(Handler matched with top store profile in Source of purchase/MNF direct store: Identify direct
ght © 2017 The Nielsen Company. Confidential and proprietary.

some criteria)
distribution opportunities
• Group 2. Second potential top store
(Handler having high FMCG turnover)

Identify top store and classify the store based on SG

Paper coverage:
• Top/Bottom store
• MNF Handler/MNF Non-Handler
• MNF Direct store/MNF in-direct store

10
 4. FINAL STORE LIST FOR SALE TEAM TO TAKE ACTION

SALE TEAM TO TAKE PRIORITIZED ACTIONS BASED ON

FINAL STORE LIST

MNF A’S COVERAGE OPPORTUNITIES ACTION FOR SALE TEAM

15%

15% 1. Cover non handler top stores by

60% direct serving
15%

45% 10% 2. Allocate sale team resource from

ght © 2017 The Nielsen Company. Confidential and proprietary.

bottom store to top store

40% 30%

25% 15%

TOTAL MNF HANDLER MNF DIRECT MNF IN-DIRECT MNF NON MNF NON Other actions:
UNIVERSE SERVICE SERVICE HANDLER TOP HANDLER
STORE BOTTOM STORE - Re-allocate merchandising activities from small
stores to category top stores to win more sale
TOP STORES - Opportunity to identify more category stronghold
stores that are not currently served.
BOTTOM STORES

11
 NIELSEN STORE LIST
IN 6 KEY CITIES

This artwork was created using Nielsen data.

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
12
 NIELSEN 6 KEY CITIES STORE LIST & COVERAGE

100% geography was scanned in 6

key cities
ON PREMISE OFF PREMISE
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

Super market (SM) Premium Restaurant

Mini-mart / Convenience store Local Restaurant
Traditional Grocery Store Wedding Restaurant
Beverage Shop Eatery
Market Stall-Mix business BBQ
Market Stall-health and personal Beer Garden
care Up-scales Café
Market Stall Roadside Café/ Sidewalk Café
Market Stall-Milk/Biscuit/Spirit Garden Café
Liquor Shop Street stand stall
Milk / Biscuit / Spirit Store Entertainment (Karaoke/Bar-Pub/
Pharmacy Disco-Club)
Personal Store
Petrol Kiosk
Cigarette kiosk
Maternity and baby shop

13
 INFORMATION COVERAGE
From store-list package, we will offer the below information for business planning:

OUTLET ADDRESS
STORE POTENTIAL • GPS
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

• FMCG Turnover Ranking • Address, contact

• Category availability

NEARBY LOCATIONS OUTLET PROFILE

Surrounding locations • Store Type
within 50m • Store Facility
• Selling area size

14
 EXTENSIVE CATEGORY AVAILABILITY!
CIGARETTE/ HOUSEHOLD
FOODS PERSONAL CARE
BEER & BEVERAGE PRODUCT
Baby Insecticide
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

Infant Formula Carbonated soft drink Baby talcum powder Baby Fabric Softener
Control
Adult/ Mother Milk Energy Drink Cologne Feminine Care Baby Laundry
Mineral/package
Powder Full Cream Milk Baby diaper Skincare
pack Household Cleaning
Baby Cereals Fruit Juices Wet tissue for baby Cosmetic Laundry General Care
Ready to drink tea Baby Tongue Cleansing Oral Care
Dairy based Milk & Yogurt Household Insecticide

Instant Coffee(can) Baby accessories Personal Wash Personal Paper Product

Cereals

Sport drink Baby Wash (Baby Bath) Hair Care

Tea/Coffee
Confectionery, biscuits, Beer Baby Shampoo Shaving needs
snack, pie & sponge cake
Cigarette Baby Lotion/Oils/Ointments
Cooking aid
15
 SAMPLE STORE LIST
STORE INFORMATION
Street/Lo Street/Lo Main Approxim
Storename/Bank/Offic New Old Building/ City/Prov Q26_Plac Store Handpho OutletTypeN
Storecode tNumber tNumber /Alley ately in Floor Ward District Phone
e Building name Street Street Market ince e Name Owner ne ame
New Old street meter
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

[1] Main PHUONG HONG [4]. ™

Traditional
61705942 TAP HOA CAO CAP 51 THE LU street [1] 1-5.9m 1 HA LY BANG HAIPHONG BAC PHUC 3820971 Grocery Store

STORE LOCATION STORE SIZE FMCG TURNOVER

Hotel/
Plaza/ School Inside
Traditi Hospit Bus/Tr Entert
Inside Shoppi / Inside Super
Reside onal al/Clini Office Industr ain ainme Selling Selling Numb Selling
Wet ng Colleg Shoppi Apart Gas Main market Inside Outsid
ntial Wet cs/Me Buildin ial Station nt/Tou area_ area_L er of area FMCG Turnover Range
Marke Mall & e/ ng ment Station Street /mini- Bank e Bank
Area Marke dical g Area /Airpo rism/S Width ength Floors (m2)
t Compl Univer Mall mart/C
t Centre rt port
ex sity VS
Centre
YES NO NO NO YES NO NO NO NO YES NO NO NO YES NO NO NO 2 3 1 6 >50 mil/day

TOP STORE PROFILE CATEGORY AVAILABILITY TOP STORE GPS STATUS & PHOTO
No. of
Feminin
Persona Baby GPS Reason
e care Handle Handle Handle Category 1 Category 2 Longitud Intervie
l care Product Potential top store Latitude Accurac for non- Photo Photo
Product SKU 1 SKU 2 SKU 3 presence presence e w Status
categor s y GPS
s
y
61705942
106.678087 20.859141 [1]. _Q10Phot 61705942_Q1
5 YES YES YES YES YES YES NO 1. HIGH POTENTIAL TOP STORE 67989399 28745248 30 NA Complete o.jpeg 0Photo.jpeg

16
 NIELSEN STORE LIST
IN 41 PROVINCES

This artwork was created using Nielsen data.

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
17
 NIELSEN 41 PROVINCE STORE LIST & COVERAGE
CHANNELS
Cigarette Kiosk
Traditional Grocery
Minimart/CVS
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

Urban excl. communes + Supermarket (*)

Rural (Road >= 3m) Street Vendor

9 channels Market Stall – Mixed Business (*)

201,113 stores Eatery/Restaurants
Roadside/Sidewalk Café
Roadside Tea
Billiard
Karaoke
Full Urban + Rural district Upscale/Garden Café
towns (Road >=3m)
Sidewalk Eatery (*)
13 channels
Restaurant fast food (*)
239,805 stores
(*) Only available in South East + Mekong Delta 18
 COVERED AREA CONTRIBUTED TO 85% OF TOTAL FMCG SALES
1%
FMCG Sales
23% 18%
VN FMCG VN FMCG
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

Sales Sales

SOUTH EAST MEKONG DELTA

85% (COVERED 8/8 PROVINCES) (COVERED 11/12 PROVINCES)

FMCG SALES
1.5%
12%
FMCG Sales
FMCG Sales

26% 17%
VN FMCG VN FMCG
Sales Sales
TOTAL VIETNAM
(COVERED 41/63 PROVINCES) NORTH CENTRAL
(COVERED 15/29 PROVINCES) (COVERED 7/9 PROVINCES) 19
 OUR SOLUTION IS FOCUSED ON THE TOP PROVINCES
TOP 20 PROVINCES MID 19 PROVINCES BOTTOM 19 PROVINCES
FMCG 53%
CONTRIBUTION 30% 17%
Ranking Province Region Ranking Province Region Ranking Province Region
1 DONG NAI SE 21 HAI DUONG RRD 40 GIA LAI CH
2 THANH HOA NCC 22 HA TINH NCC 41 NINH BINH RRD
3 AN GIANG MKD 23 VINH LONG MKD 42 BAC LIEU MKD
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

4 BINH DUONG SE 24 DAK LAK CH 43 HOA BINH NE + NW

BA RIA - VUNG 25 LAM DONG SE 44 QUANG TRI NCC
5 TAU SE 26 LONG AN MKD 45 YEN BAI NE + NW
6 NGHE AN NCC 27 NINH THUAN SE 45 LANG SON NE + NW
7 BAC GIANG NE + NW 28 HUNG YEN RRD 47 SON LA NE + NW
8 TIEN GIANG MKD 29 KHANH HOA SCC 47 QUANG NINH NE + NW
8 NAM DINH RRD 30 BINH PHUOC SE 47 TUYEN QUANG NE + NW
10 QUANG NGAI SCC 31 SOC TRANG MKD 50 QUANG BINH NCC
10 THAI BINH RRD 32 CA MAU MKD 51 HA GIANG NE + NW
12 TAY NINH SE 33 VINH PHUC NE + NW 52 LAO CAI NE + NW
12 DONG THAP MKD 34 THAI NGUYEN NE + NW 53 CAO BANG NE + NW
14 BINH DINH SCC 35 PHU YEN SCC 54 DAK NONG CH
15 KIEN GIANG MKD 35 THUA THIEN HUE NCC 55 KON TUM CH
16 BEN TRE MKD 35 HA NAM RRD 56 DIEN BIEN NE + NW
17 QUANG NAM SCC 38 TRA VINH MKD 57 LAI CHAU NE + NW
18 BAC NINH NE + NW 39 HAU GIANG MKD 58 BAC KAN NE + NW
19 BINH THUAN SE
20 PHU THO NE + NW
: COVERED TOP 20 PROVINCES
: COVERED MID 19 PROVINCES
: COVERED BOTTOM 19 PROVINCES : UNCOVERED PROVINCES Ranking based on FMCG Sales Contribution & Urban/Rural Density 20
 INFORMATION COVERAGE
From store-list package, we will offer the below information for business planning:

OUTLET ADDRESS
STORE POTENTIAL • GPS
• FMCG Turnover Ranking • Address, contact
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

• Premium Index

NEARBY LOCATIONS OUTLET PROFILE

Surrounding locations • Store Type
within 50m and 100m • Store Facility
• Selling area size

26
 SAMPLE DELIVERY – ACTIONABLE STORE LIST

STORE INFORMATION STORE SIZE

Street/Lo Main Approxi Selling Selling
Storename/Bank/Offic New City/Prov Store OutletTypeN Number of Selling area
Storecode tNumber /Alley mately in Floor Ward District Phone area_Widt area_Lengt
e Building name Street ince Owner ame Floors (m2)
New street meter h h
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

[1] Main PHUONG HONG [4]. ™

Traditional
61705942 TAP HOA CAO CAP 51 THE LU
street
[1] 1-5.9m 1
HA LY BANG
HAIPHONG BAC PHUC 3820971
Grocery Store
2 3 1 6

PHOT
STORE LOCATION GPS
O
Hotel/E Inside
Plaza/S
School/ Hospital Bus/Tra ntertain Superm
Residen Traditio Inside hopping Inside GPS
College/ /Clinics/ Apartm Office Industri Gas in ment/T Main arket/m Inside Outside Longitu
tial nal Wet Wet Mall & Shoppin Latitude Accurac Photo
Universi Medical ent Building al Area Station Station/ ourism/ Street ini- Bank Bank de
Area Market Market Comple g Mall y
ty Centre Airport Sport mart/C
x
Centre VS
YES NO NO NO YES NO NO NO NO YES NO NO NO YES NO NO NO 30

TOP
STORE FACILITY FMCG FMCG
TURNOV PREMIU STORE
Glass ER M INDEX
Air Shopping Check-out Barcode Shopper Credit card Table &
Self-serving
conditioned carts Counter Scanner Locker POS
Freezer
chairs
Garden Display RANKING Priority
Shelf
First-Tier
NO NO NO YES NO NO NO NO TOP 10% HIGH
YES FMCG store 27
 TOP STORE PROFILE SAMPLE

Must carry SKUs Also carries

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

Most of the Target Stores also

carries the following Categories:
OR 1. Baby products
2. Feminine care products
SKU 1 SKU 2
3. Shampoo
AND
Store Location
Most of the Target Stores
OR OR are in Main Street
SKU 3 SKU 4 SKU 5
Store Type
AND Most of the Target Stores
are Traditional Grocery
At least 12 Shampoo SKUs
28
 INVESTMENT

This artwork was created using Nielsen data.

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
29
 6 CITIES INVESTMENT
OPTIMIZE
SCOPE SUMMARY INVESTMENT (USD)
DISTRIBUTION
1 Profile for 1 category
Identify Top Store Profile (Extra $3,000 will be charged for each profile besides 1st profile of same $15,000
category in same channels)
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

Geography: 6 key cities

Number of store: 320k stores (both ON & OFF)
Information coverage:
- Store address, contact information
Nielsen store list of 6 key
cities
- Surrounding location $22,000*
- Selling area size
- FMCG Turnover Ranking
- Category Availability
Available within 3 working days
Potential top FMCG store by group
- Group 1. First-Tier FMCG store
Prioritize FMCG store
- Group 2: Second-Tier FMCG store Free of charge
using Nielsen Store list
- Group 3: Others
Available within 5 working days

6 CITIES INVESTMENT: $37,000

* Investment can be customized by cities 30
 PROVINCES INVESTMENT
OPTIMIZE
SCOPE SUMMARY INVESTMENT (USD)
DISTRIBUTION
1 Profile for 1 category
Identify Top Store Profile (Extra $3,000 will be charged for each profile besides 1st profile of same $15,000
category in same channels)
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

Geography: 41 provinces
# of store: 440k stores (include both ON & OFF)
Information coverage:
- Store address, contact information • Central/SE/MKD: $24,000
Nielsen store list of 41
provinces
- Surrounding location • North: $18,000
- Selling area size • 4 regions: $48,000*
- FMCG Turnover Ranking
- Store Premium Index
Available within 3 working days
Potential top FMCG store by group
- Group 1. First-Tier FMCG store
Prioritize FMCG store
- Group 2: Second-Tier FMCG store Free of charge
using Nielsen Store list
- Group 3: Others
Available within 5 working days

PROVINCES INVESTMENT: $63,000

* Investment can be customized by cities 31
 THANK YOU

This artwork was created using Nielsen data.

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.