MKTG1205 – Marketing Principles

MARKETING REPORT
Subject Code MKTG1205
Subject Name Marketing Principles
Product Green tea (Matcha) Kit Kat
Group members-StudentID Pham Viet Hung-s3713453
Pham Thuy Vy-s3712628
Nguyen Huu Phan Trung Nghia-s3740867
Bui Tuong Van-s3740888
Le Hong Uyen-s3740992
Nong Tuan Vinh-s3740891
Thai Nguyen Hong Ngoc-s34740868

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 TABLE OF CONTENTS
I. SITUATION ANALYSIST 3-4
✓ About the company
✓ Nestlé comes to Vietnam
✓ Products
II. MARKETING ENVIRONMENT 5-7
● Micro environment
- Customer
- Reseller
- Public
- Competitor
● Macro environment
▪ Demographic environment
▪ Economic environment
▪ Technological environment
▪ Natural environment
▪ Political/ Legal environment
III. SWOT 8
❖ Segmentation
❖ Targeting
❖ Differentiation
❖ Positioning
IV. STDP 9-12
V. CONCLUSION 12
VI. REFERENCES 13-14
VII. APPENDICES 15-16

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 I. SITUATION ANALYSIST
1.ABOUT THE COMPANY
Nestlé S.A was established in 1866 by a Swiss pharmacist Henri Nestlé with the headquaters located
in Vevey, Switzerland. During the time from 1947 to 2010 Nestlé carried out many risky business
investments and company mergers with other large companies to develop and expand the market, the
most representatives are the investments in L’Oréal (1974) and the acquisition of Alcon Laboratories
Inc. (1977). Currently, Nestléé is the world leader company in nutrition, health and wellness with 418
factories located in 86 countries, 323.000 staffs in more than 189 countries, and 40 D&R centers
across the globe. Nestlé owns about 2000 favorited brands whose extent from local to global and a
very diversified business portifolio included Nestlé Waters, Nestlé Nespresso, Nestlé Health Science,
Nestlé Skin Care, Nestlé Purina PetCare, Cereal Partners Worldwide, Baby foods, Chocolate &
confectionary, Frozen food, Diary, Drinks, Food service and Ice cream (Nestlé). Nestlé also have
strong supply chains from about 165,000 direct suppliers and 695,000 individual farmers around the
world which can create plentiful of outstanding competitive advantages in the market.

2.NESTLÉ COMES TO VIETNAM

Nestlé the first time came to Vietnam in 1912 to open business office in HCM city and then, 80 years
later Nestlé officially opened representative office in HCM city. Up to date, Nestlé is generating 6
eco-friendly and no-waste factories which own 2000 staffs across the country , representative offices
in both Ha Noi capital and HCM city, and also own bottled water company La Vie under co-business
form with the total amount of investment up to $520 million. The presence of Nestlé in Vietnam
contributes many positive improvement for the community such as nutrition education for primary
school students, encourages dynamic lifestyle especially for children from 6-17 years old, distributes
more than 20.000.000 seedings, re-farmings in 20.000 HA of coffee plantations, trains for about
200.000 farmers and help them to improve their income 30%. September 2014, Nestlé Vietnam was
recognized as eco-friendly business and sustainable business(2017) arcoding to Vietnam Chamber of
Commerce and Industry and Vietnam environment association.

3.PRODUCTS
Chocolate & confectionery is a large and favourited brand of Nestlé not only in Vietnam but also
entire the world which includes many confectioneries made from chocolate mainly. Matcha Kitkat or
Green tea flavour Kikat is a product line of this brand, and 2004 is the year that Matcha Kitkat was
first introduced to the Japan market, then in Vietnam and many other countries later. Matcha Kitkat is
a square milk chocolate bar covered by crispy wafer with green tea flavour, the basis Matcha Kitkat
bar comprises of 2 or 4 smaller vertical bars with the first layer of matcha flavour, 2 layers of wafer
and 1 of chocolate, and these small bars can be easily seperated just by a slightly break. Kitkat has a
very cool and appealing package which is covered mainly by light green color and the image of sweet
chocolate bar on it, moreover this type of package is also clean, glossy and easily to be opened.
Thanks to the harmonious texture of Kitkat, eaters can enjoy the entire of taste included from matcha
layer, wafer into chocolate layers. Kitkat has more than 200 flavours just only in Japan, and more than
300 flavours in the whole world, and Matcha Kitkat is one of the most special flavours. More than
that, It also has a resonable nutrition ingredient which can help people to balance their daily meals.
Matcha Kitkat is sold by single bar, 4 bar-package, 6 bar-package and 12 bar-packge.

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Product:

Nutrition Per: 100g

ingredient Energy: 526kca/2209Kj
facts per Fat: 31.4g
single bar: Protein: 6.2g
Carbohydrates: 54.7g
Total Sugars: 42.9g
Sodium: 88mg

Per Serving: 17g

Energy: 90kca/376k
Fat: 5.3g
Protein: 1.1g
Carbonhydrates: 9.3g
Total Sugars: 7.3g
Sodium: 15mg

Package: Single bar 8 bar-package 12 bar-package

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 II. MARKETING ENVIRONMENT
1.MICRO-ENVIRONMENT
● Customer
Vietnamese consumers has become more familiar with chocolate confectionery. As the strong
spread of Western culture across Southeast Asia, Vietnamese consumers purchase chocolate products
more frequently, especially on special occasions such as Valentine’s Day and International Women’s
day. Moreover, according to Pham (2017), Lunar New Year and Valentine’s Days are the peak period
for selling chocolate confectionery, because many consumers tend to purchase chocolate products as a
gifts. Also, since more foreign brands accessed Vietnam, buyers’ awareness of global brands has also
increasing (Smith & Vo, 2017) .As the result, in 2017, statistic shows that there is a growth of
approximately 10% in the retail value of chocolate confectionery compare with prior year (Pham,
2017), meaning the great potential for chocolate products consumption.
In addition, between the period 2015-2018, green tea flavor has become more and more popular
in /
Vietnamese snack, chiefly in sugar confectionery. As the rising influence of Japanese cuisine, a lot of
Vietnamese customers started to fond of this bittersweet flavor. Besides that, major population of
Vietnam believed that green tea is a healthy ingredient which contains powerful antioxidant may
lower the risk of cancer. Consequently, at the end of 2015, Nestlé Vietnam launched KitKat green tea
to meet the market demand and immediately captured customer’s attention. This was a good signal for
Nestlé to penetrate into Vietnamese confectionery market as its offering satisfied customer’s needs.
● Reseller (marketing intermediaries)
The rapid growth of convenience stores in Vietnam, especially in Ho
Chi Minh city and Hanoi, have contributed to the greater performance of
chocolate confectionery. Indeed, in 2016, more than 1600 convenience
stores had been operating, giving Vietnamese customer a change to easily
reach grocery food, including chocolate products (Pham, 2017). However,
almost 70% of convenience stores’ owner are from overseas companies
and they also introduce a wide range of international food brands into
Vietnamese market. Therefore, Nestlé will face the threat of increasing
the number of dreaded competitors.

(Emagazine, n.d.)
● Public

Nestlé are providing more nutritious foods and beverages for their customers, decreasing
harmful ingredients and eliminating artificial colors (Nestlé 2017-p30). In their 2017 annual
report, Nestlé stated that the company aims to improving the quality of life by researching
and offering healthier food. In reality, by increasing the amount of cocoa and milk, Nestlé
tempted to reduce 7% in sugar level of KitKat without altering on taste. Moreover, the
company set their goal by the end of 2020 to even reduce sodium level in their pro ducts by
10%. These changing efforts will also create an advantage for Nestlé because people stop
using high sugar level products which may lead to fatal diseases.
● Competitor
According to Vietnam News (2017), the Vietnam’s confectionery industry is forecast to earn an
interest of 40 trillion VND (1.8 billion USD) in the next year. As a large company in Vietnam, Nestlé
currently has lots of opportunities and also face dread competitors including Mars and Hershey’s.
Based on its tagline “Good Food, Good Life”, it can be said that the main goal of Nestlé is to bring
nutritious, health and wellness to their customer. Also, Nestlé has more advantages than its
competitors which helps the company to dominate Vietnamese market in the future.

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 Competitor Mars Inc. Hershey’s
-American brand - American brand
-Family owned -Wide range of chocolate product
Strength -Focus on nutritious product -Strong name and brand image
-Strong name and brand image -Strong partnership (Starbucks, Coca-
Cola)
-Recalls chocolate bars in 55 countries -Has multiple long-term debts
after plastic found in this product (in -Fake products, especially in
Weaknesses 2016) developing countries like Vietnam
- Using animal rennet in their products
→ Damage company image
-Increasing market share -Products cocoa beans in new area
-Growing pet food industry (India)
Opportunitie -Expand dark chocolate products
s field for health benefit
-Create environment friendly
packaging
-Face intense competition -Tough competitors (Mars and
-Stop creating new chocolate bars Nestle)
since released Twix in 1979 -Most Hershey’s material come from
Threats -Health awareness: people avoid local markets
consuming sugar products -High cost of material (sugar, milk,
cocoa bean)
-Health awareness: people avoid
consuming sugar products

2.MACRO-ENVIRONMENT
● Demographic Environment

The population density population is one of the crucial elements to defined the market. Large and
increasing population creates a huge potential market for many businesses. Vietnam is known as one
of the developing countries in Southeast Asia with the current population of approximately 96 million
people and ranked 15th in the world (Worldometers, 2018). That would be an appealing and potential
market for Nestle company in developing business and expanding sales market. Moreover, KitKat is a
confectionery product of the Nestle company created for customers of all ages, but KitKat is most
consumed by young customers(infoscout.co,2108). According to the population pyramid of Vietnam
in 2018, more than a haft of Vietnam's population is working age from 19 to 60 years old. The
increasing number of working age population also helps to expand the market. It is a golden
opportunity for KitKat to increase product consumption level. More especially, shopping behavior
and consumption of customers depend on the educated level. In Vietnam, the quality of education has
been more advanced so that today's people have become highly educated. They tend to choose high-
quality goods and beneficial for health. Over 70 years of trying to eliminate illiteracy, Vietnam has
become a highly educated country and health consciousness. PISA (Programme for International
Student Assessment) in 2015 has declared the conclusion that Vietnam ranked 8th out of 65 countries.
● Economic Environment

Because of economic and political reforms under renovation, the economy of Vietnam has evolved.
Since 1986, Vietnam's economy has posted (GDP) annual per capita growth of 5.6 percent faster than
any other Asian economy apart from China thought war severely devastated it (McKinsey &
Company, 2108). Vietnam's GDP in 2017 considered at 6.8 percent - fastest extension in the past ten
years (World Bank, 2018). Vietnam's GDP growth rate has been rebounding and proves to be the
more promising market for confectionery product such as KitKat as Nestle intends to sell. However,
Nestlé has been facing a high market because Vietnam is an attractive market for many international
companies come to invest. Furthermore, income can strongly affect the purchasing power of

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 customers. According to Trading Economics, the average income for each person in Vietnam in 2017
was VND 4.12 per month. When the customer has a stable income, they tend to choose high-quality
goods.
● Technological Environment

In the technological era, Vietnam is one of the countries in Southeast Asia have more than a haft of
the population (81%) using social media for daily news (Saigoneer, 2018). That would be good news
for Nestle company when they want to advertise their products such as KitKat in Vietnam. According
to VnExpress International Vietnam has the seventh large number of Facebook user in the world.
Moreover, the Nestle company have improved technology to reduce the amount of sugar in chocolate
of KitKat (BBC News, 2018).

● Natural Environment
Vietnam's natural conditions are relatively good, at least the disaster occurred. State policies and local
constraints on the environment is still at a low level, conducive to the use of the technology to bring
high economic efficiency. Vietnam is an advantaged place for building the factory to manufacture
products and also decreasing the import tax.

● Political/ Legal Environment.

Vietnam is tightening diplomatic relations with countries around the world (Hays, 2018). In
economic reform efforts, the normalized of diplomatic relations with the United States and establish
diplomatic relations with many countries has created more favorable requirements for foreign
businesses. With a stable political environment would be an advantage to the Board of Directors of
Nestle global investment review extends to Nestle Vietnam. Business laws against counterfeit
production and trafficking are still feeble in Vietnam. That will cause a severe impact to the company
when faced with the phenomenon of people selling the same products but cheaper.

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 III. SWOT
STRENGHT
_ Good quality and trustworthy raw material
sources, such as cocoa from Ivory and Malaysia
(theguardian.com, 2013)
_ Create by Nestle, a strong brand which is
famous for its food’s quality and has high
demand all around the world (Haseeb, 2015)
_ Different flavors of Kit Kat in Vietnam. Green
tea Kit Kat is the most popular one (Haseeb,
2015)
_ Nestle has new products every year. In 2017,
Nestle cut down sugar in their products and
created the new “healthier” Kit Kat, which
contains less calories than the original one
(Katie, 2017)
_ Easily be found from supermarkets
(Coopmart, Lotte mart, etc.) to convenient store
(Circle K, Big C, Ministop)
_ Large market potential, especially in remote
and rural areas (Pham, 2017)
_ Vietnamese love to eat chocolate products,
moreover, they love green tea flavor as they
think it is good for their health (Pham, 2017)
WEAKNESS
_ Nestle Kit Kat has limited shelf live and
cannot be stored for a long time (Haseeb, 2015)
_ Kit Kat chocolate bars cannot be carried for a
long time during hot days because their cover
will melt, which cause differences for the
customer.
_ In remote areas there are still fake products
that can strongly damage to the reputation of
Nestle companies in Vietnam (Haseeb, 2015)
_ Packaging of Kit Kat in Vietnam is not perfect
because sometimes water comes into the Kit Kat
and breaks the wafer (Hitesh Bhasin, 2018)
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OPPORTUNITIES
_ Since 2000s, the green tea flavor has come to
Vietnam’s market as a new trend and soon
become more and more popular. The influences
of Japanese culture and cuisine have had a
substantial effect on supporting this trend.
_ Vietnamese people believe that green tea is
good for their health (Pham, 2017)
_ Vietnamese consumers really enjoy sweet and
chocolate products. The chocolate confectionery
in 2017 recorded to raise up 10% compare to
2016 (Pham, 2017)
_ In 2015, following the trend, green tea Kit Kat
appeared and soon dominated the Vietnamese
chocolate market by its tastiness and the rising
preference of green tea flavor (Pham, 2017)
_ At that moment, Nestlé catches the trend and
provided green tea Kit Kat for Vietnamese
people, which their competitors such as Dove
and Mars have not done.
_ Decreasing import tax (Pham, 2017)
_ Abundant labor force (Pham, 2017)
THREATS
_ Mars, Dove are some infernal competitors of
Nestle in Vietnam
_ Because raw materials that use for making Kit
Kat in Vietnam is mainly taken from Malaysia
(Cacao), so if there are natural disasters such as
storm, it will cause a negative effect on
Vietnamese Kit Kat market.
_ Mars is performing a special plan to conduct
seasonal products that can only buy on
Christmas, such as Holiday Minis Mix Tree Gift
Box and M&M’S Milk Chocolate Candies
Yard. These products can become problems if
Nestle does not have countermeasures for
Vietnam (marspresskit.com)
 IV. STDP

1.SEGMENTATION:

Urban Rural
Population
Geographic
density high low

Youngster Adult Older adult

Age
(<30) (30-60) (>60)

Demographi Occupatio
students/working Working retired
c n

pocket money/low-
Income Low-medium income
medium income

▪ Eating out
▪ Eating at
▪ Shopping
home
▪ Like eating ▪ Eating at home
▪ Usually visit
Psychologic snack ▪ Concerning
Lifestyle family and
al ▪ Interested in more about
friends on
sweet taste and healthcare
special
different flavor
occasion

Occasion ·       Holidays (Tet, Christmas, Valentine, etc.)

User
Regular potential potential
status

Loyalty
Medium Low-medium Low
Behavioral status

Usage rate Medium-Heavy Less- medium Less

▪ As ingredients, green tea KitKat is able to be added to the

Benefits
beverage
sought
▪ Dessert decoration

2.TARGETING

❖ In Vietnam, nestle divides the customers into 2 groups:

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 Business to consumers:
The company aims at young people (under 30) with the low to medium income and
are interested in green tea-flavored in the urban areas.
Business to business
The company decides to supply the product to the retailers, including convenient
stores, grocery stores and supermarket.

❖ Demographic - geographic segments are mainly implemented by Nestle in

Vietnam in the current:
Demographic segment
Green tea Kitkat is served people of all the ages. However, the company aims to the
youngsters (under 30) who have snack-eating habit (Vinaresearch, 2012). There is
always a huge demand of eating snack for this group of people.  
Geographic segment
The company attempts to distribute the product nationally. Yet it focuses on the
urban areas because cities have the large population density. In the other words, the
higher population density is, the higher products consumption is. Additionally, people
living in the urban areas have a tendency to concern more their personal preference
than those living in rural areas so that they are available to purchase what they like,
what they want to tailor their demand. Thus, urban areas are particularly targeted by
the company.

❖ Marketing strategy:
Differentiated marketing strategy is used by Nestle in Vietnam. Besides the famous
origin, the company launched new flavor for the beloved Kitkat chocolate in order to
tailor customers’ need and for those who love green tea-flavored.

3. DIFFERENTIATION
Product:
Green Tea KitKat are snacks having a sweet matcha flavor mixed creamy chocolate, which give
consumers a good appetite. Besides, food safety is ensured because the treat is made with all natural-
flavors, and no artificial colors. (Madewithnestle site)
These KitKat are wrapped in a glossy paper which displays KitKat logo as well as appealing
chocolate bars on green-tea background. Even on special occasions, like Tet holiday, customers can
buy a chocolate box designed with Tet-themed background and receive lucky money pockets and
chocolate bars as gifts.

Channel:
The company has a broad distribution of goods between Southern and Northern Vietnam. In
particular, KitKat provides goods for local or big retailers, such as convenience stores (Circle K,
Family mart) and supermarket (Coopmart, Big C, VinMart).
In addition, Green Tea KitKat are also widely sold on popular selling websites (Tiki, Shopee,
Lazada).

The strongest differentiation in Vietnam is Image:

“Have a break, have a KitKat”. It is a renown Kitkat’s slogan throughout the world, including
Vietnam. (Nestle.com site)
In fact, Vietnamese customers can know KitKat through television advertisements or videos on
YouTube. For example, on Tet holiday in 2017, KitKat released a short film called “KitKat ValenTet
2017” with the attendance of Huynh Anh, a young popular actor at that time.  
Besides, KitKat also conducted a campaign called “Take a day off for love” Valentine’s Day in 2014
(Brandsvietnam.com site). In particular, they came out with a viral clip called “Have a break for

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 love” in Vietnamese and English version. During that period, KitKat created a Facebook fanpage
called “KitKat Vietnam” to encourage Vietnamese engagement in the campaign. To be specific, there
are minigame activities with hashtag “#dungmotngaydeyeu” to win a couple of cinema tickets or two
special Valentine-themed T-shirts.
After the campaign, it was reported that KitKat’s profit in 2014 was more than ones’ in 2012 and
two times as much as ones’ in 2013. (Brandsvietnam.com site)

4. POSITIONING

It costs 8,500VND per KitKat 2F chocolate bar and even lower if consumers buy more bars at the
same time. In general, the price is quite affordable for students as well as customers having low or
medium income.
Besides, Vietnamese customers are likely to know more about KitKat than other normal chocolate
brand.

   

   Positioning Map1
 Affordable vs Social Image

In addition to affordable price, KitKat also

provides customers with a various choices of chocolate taste, such as matcha-flavoured, redbean-
flavoured and lemon-orangeflavoured.
               

                                        

 Position Map 2   
Affordable vs Various tastes

Value
proposition
In 2017, on Tet holiday, KitKat came out an 8-chocolate-bar
boxes designed with Tet-themed background. When customers
bought these boxes, they could receive 2 matcha-chocolate bars and
lucky money pockets as gifts. Meanwhile, the price of the boxes was

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 still the same as KitKat normal ones. It can be said that KitKat used “More for the same” as a value
proposition on special occasions.

V. CONCLUSION

In conclusion, Nestlé had brought a new wave to Vietnam’s chocolate market by producing
Matcha KitKat. In addition, appearing in Vietnam for more than a century had made the Nestlé
company as one of the most trusted food companies which have brought the customers’ loyalty.
Moreover, Mars Inc.- the competitor of Nestlé had lost its customers due to plastic found in chocolate
bars in 2016 which was a terrible to chocolate lovers. As a consequence, Vietnamese people spend
their loyalty to KitKat instead of Hershey’s which wasn’t strong advertised in SEA.
However, Nestlé must promote the product more attractive (not only because it is made from
green tea) to the parents’ children who are the truly buyers, they believe that eating too much
chocolate and sugar products is harmful and that will make them avoid buying KitKat. Furthermore,
the social image must be improved to achieve not only the affordable power bar but also the
popularity in Vietnam’s society. As mention above, in tropical country like Vietnam, KitKat will be
melt if it is put outside the allowed temperature for a long time which also affect badly to its value. In
order to solve it, package should be made from heat resistant material.
Everything is enhanced day by day so it is not only Nestlé but also its competitors. Many
opportunities like making special offer in specific occasion such as Tet which they had already done
in 2017 or back to school season for students, cutting down price slightly which can be a choice
because the tax of import product has been cut down. Finally, company must build a strong status in
Vietnam and also follow the culture of this country.
We hope to see this marketing report will solve the problem that Nestlé in general and KitKat in
particular is facing in Vietnam. The company will be remained in citizens’ though as a producer that
bring to them affordable high-quality products, healthy and happiness.

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 VI. REFERENCES
Nestle.com. (2018). [online] Available at: https://www.nestle.com/ [Accessed 5 Aug. 2018].
https://www.nestle.com.vn. (2018). Trang chủ Nestlé Việt Nam. [online] Available at:
https://www.nestle.com.vn/ [Accessed 5 Aug. 2018].

https://www.nestle.com.vn. (2017). Nestlé Việt Nam được xếp hạng doanh nghiệp phát
triển bền vững 2017. [online] Available at:
https://www.nestle.com.vn/media/pressreleases/nestle-viet-nam-duoc-xep-hang-doanh-
nghiep-phat-trien-ben-vung-2017 [Accessed 5 Aug. 2018].

https://www.nestle.com.vn. (2014). Nestlé Việt Nam được bình chọn doanh nghiệp “Vì môi
trường xanh quốc gia 2014”. [online] Available at:
https://www.nestle.com.vn/media/pressreleases/neslte-viet-nam-duoc-binh-chon-doanh-
nghiep-vi-moi-truong-xanh-quoc-gia-2014 [Accessed 5 Aug. 2018].

Euromonitor.com. (2017). Chocolate Confectionery in Vietnam. [online] Available at:

http://www.euromonitor.com/chocolate-confectionery-in-vietnam/report [Accessed 5 Aug.
2018].

Sigep.it. (2017). [online] Available at: https://www.sigep.it/sigep/note-di-mercato/research-

on-ingredients-machinery-for-baked-goods-_-ice-cream-_-chocolate-in-vietnam-2017.pdf
[Accessed 5 Aug. 2018].

Haseeb (2015). SWOT Analysis of KitKat. [online] Marketing Dawn. Available at:

http://marketingdawn.com/swot-analysis-of-kitkat/ [Accessed 5 Aug. 2018].

Mars Chocolate North America Press Kit. (2018). Mars Wrigley Confectionery U.S. Reveals
Insights and New Products at Sweets & Snacks Expo - Mars Chocolate North America Press
Kit. [online] Available at: http://www.marspresskit.com/brand/mars-wrigley-confectionery-
u-s-introduces-combined-insights-20-new-products-nacs-2017/ [Accessed 5 Aug. 2018].

the Guardian. (2013). Nestlé' s Fairtrade Kit Kat boosts Ivory Coast farmers. [online] Available at:
https://www.theguardian.com/sustainable-business/nestle-fairtrade-kit-kat-ivory-coast [Accessed 4
Aug. 2018].

Anon., 2017. Vietnam News. [Online]

Available at: https://vietnamnews.vn/economy/373425/vn-confectionery-
booming.html#YR01HL6CgVcG6KWW.97
Emagazine, n.d. The growth of convenience store in Vietnam. [Art].
Pham, T., 2017. A section note on ingredients & machinery for baked goods, ice cream & chocolate
confectionery in Vietnam, Ho Chi Minh: s.n.
Smith, G. & Vo, K., 2017. Vietnam Retail Foods Sector Report 2016, Hanoi: s.n.
Nestlé, 2017. Annual Review 2017, Veney (Switzerland): s.n.

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 Breu, M., Dobbs, R. and Remes, J. (2012). Taking Vietnam’ss economy to the next level. [online]
McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/asia-
pacific/taking-vietnams-economy-to-the-next-level [Accessed 4 Aug. 2018].
World Bank. (2018). Overview. [online] Available at:
http://www.worldbank.org/en/country/vietnam/overview [Accessed 5 Aug. 2018].

Tradingeconomics.com. (2018). Vietnam Average Monthly Wages | 2007-2018 | Data | Chart |

Calendar. [online] Available at: https://tradingeconomics.com/vietnam/wages [Accessed 5 Aug.
2018].

http://www.nestle-me.com. (2018). Nestlé extends global Product Technology Centre for

confectionery. [online] Available at: https://www.nestle-me.com/en/media/newsandfeatures/home
[Accessed 5 Aug. 2018].

Fawcett, K. (2016). Nestlé Has Developed Technology to Use Less Sugar in Chocolate. [online]
Mentalfloss.com. Available at: http://mentalfloss.com/article/89437/nestle-has-developed-technology-
use-less-sugar-chocolate [Accessed 4 Aug. 2018].

Saigoneer.com. (2018). 81% of Vietnam's Young Netizens Use Social Media as Daily News Source:
Report | Saigoneer. [online] Available at: https://saigoneer.com/vietnam-news/12377-81-of-vietnam-
s-young-netizens-use-social-media-as-daily-news-source-report [Accessed 4 Aug. 2018].

Ha Phuong (2017). Vietnam climbs to seventh worldwide for number of Facebook users: report -
VnExpress International. [online] VnExpress International – Latest news, business, travel and
analysis from Vietnam. Available at: https://e.vnexpress.net/news/business/data-speaks/vietnam-
climbs-to-seventh-worldwide-for-number-of-facebook-users-report-3614034.html [Accessed 4 Aug.
2018].

Marston, R. (2016). Nestle to cut sugar in chocolate by 40%. [online] BBC News. Available at:
https://www.bbc.com/news/business-38167241 [Accessed 4 Aug. 2018].

https://www.nestle.com.vn. (n.d.). Nghỉ xả hơi, xơi Kit Kat. [online] Available at:

https://www.nestle.com.vn/brands/banhkeo/kit-kat [Accessed 4 Aug. 2018]. 
Brands Vietnam. (2014). Campaign: KitKat - Dừng một ngày để yêu. [online] Available at:
http://www.brandsvietnam.com/campaign/27-KitKat-Dung-mot-ngay-de-yeu [Accessed 4 Aug.
2018].
Vinaresearch.jp. (2012). [online] Available at:http://vinaresearch.jp/upload/userfiles/files/W
%26S_Khao_sat_ve_thoi_quen_an_vat_cua_gioi_tre_hien_nay.pdf [Accessed 2 Aug. 2018].

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 VII. APPENDICES

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