GROUP 4

NIELSEN’S
CASE
STUDY
Văn Nhật Nguyên
Nguyễn Hà Bảo Châu
Nguyễn Thị Phượng An
Nguyễn Hà Quốc Bảo
Phan Nguyễn Quốc Anh
Dương Thái Thuận
Trần Thị Nhật Linh
Nguyễn Ngô Hoàng Kim
 EXECUTIVE SUMMARY
Brand awareness
High brand awareness but low trial and adoption rate.

Trials and consumption

POST-LAUNCH Client brand fails to deliver product's highlights to customers through
TVCs.
PERFORMANCE

Marketing channels
Offline channels which are client brand's strength, cannot be utilized
during the pandemic. Meanwhile, offline channels are not utilized.

Category to recruit
Energy Drink
Potential consumers
SOURCE OF Age: 18 - 24
Occupation: Worker/Officer
GROWTH Brand to recruit Income: 7.5M - 30M
RedBull

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
CLIENT BRAND FAILS TO CONVERT CONSUMERS FROM
TWO CONVERSION STAGES

Stage 1: High conversion rate

Target Consumers from target consumers to
72% awareness

Awareness Stage 2: Low conversion rate

42% from awareness to trial

Trial
29%
Stage 3: Low conversion rate
from trial to loyalty
Loyal

Source: NCC Data 2020 Round 1, Sheet Client Brand performance

AWARENESS FUNNEL

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
 STAGE 1: CLIENT BRAND IS CURRENTLY
REGISTERING HIGH AWARENESS
Brand awareness Brand non-aware

Brand non-aware
27.8% Brand awareness is high
among most segments

30
26
25

21
20

15
15
Brand awareness
72.2%

10

CLIENT BRAND AWARENESS

5

Offline channels are attracting 0

customers significantly greater TV

Packs in Display at Website Facebook Youtube
a shop/ a supermarket
than online channels supermarket

First source of awareness - Client brand

Source: NCC Data 2020 Round 1, Sheet Client Brand performance

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
CLIENT BRAND’S STRONG OFFLINE CHANNELS
ARE RESTRICTED DUE TO A SHIFT TOWARDS
ONLINE CHANNELS
A new trend: Consumers decrease visiting physical stores, instead opting
1
for click and browse stores during Covid-19
Much more often Much less often

Grocery Store

Supermarket
50-66%
Wet Market
of the respondents tend
to reduce their habit of
CVS
visiting physical stores
Online Shopping
Mụch more often: 1-3 months
Much less often: 6 months - 1 year +
0 20 40 60 80

Changes of shopping behaviour due to Covid-19

Source: Impact of COVID-19 on VN Consumers, slide 7

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
CLIENT BRAND’S STRONG OFFLINE CHANNELS
ARE RESTRICTED DUE TO A SHIFT TOWARDS
ONLINE CHANNELS
2 People continue to do online shopping

People continue to make online People have ordered food from

purchases frequently even after 64% delivery services more frequently
COVID-19
Especially, this trend can be
20

3
seen in the beverage industry
15

BEVERAGES
7%
10
(N=153)

5
21% | 31% | 24%
BEFORE COVID-19 | DURING COVID-19 | AFTER COVID-19

*% customer switching back to physical stores after

0
Health & Wellness Personal care Home Care Packaged Food Beverages Covid-19 = % After Covid-19 - % During Covid-19

The percentage of customers switching back

to physical store after Covid-19 Source: Impact of COVID-19 on VN Consumers, Slide 8 & Slide 18

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
Stage 2: Client Brand is witnessing a low trial rate
Client's current user Lapser Only trialist
100
Morning - mid morning Noon - Mid-afternoon Night - Late night

80 Hanoi

60

HCMC

40
0 20 40 60 80 100

20 Moments for trials

0
Total HCMC Hanoi The crucial time for trials and usage
of client's brand is between noon
Brand’s trialist types breakdown
and mid-afternoon
Consumption times (avg
number of times) Good
Provide energy
coffee taste
3.85 3.54 4.23 (48%)
(42%)

Hanoians demonstrate a
higher propensity for brand The top two motivations for using the
adoption than HCMC. client's brand are Provide energy and
Source: NCC Data 2020 Round 1, Sheet Client Brand performance Good coffee taste

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
PRODUCTS’ HIGHLIGHT ARE WELL-RECEIVED
BY CONSUMERS
50 48

40

30

20

11 10
10 9 9

0
Provide energy/ Quench thirst Attractive Have extra Delicious
Keep conscious very well coffee aroma coffee taste taste

Top 5 reasons why people consume client brand’s product more than once

reasons for consuming customers consume

3/ ~ 50% more than once for
5 more than once are
related to coffee flavor energy purpose

Source: NCC Data 2020 Round 1, Sheet Client Brand performance

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
TV COMMERCIALS ARE EFFECTIVE IN RAISING
BRAND RECOGNITION BUT TRIGGER FEW
TRIALS TV ranks as the primary
Others
1
24% TV source of awareness
26%
among the top options.

2
However trigger for trial
is RELATIVELY LOW
Heard about
it from a
friend /
relative
14% Only 8%
21%

Packs in People who watched

Display at 15% a shop/
a supermarket supermarket TVC decided to buy
First source of awareness - Client brand products
Source: NCC Data 2020 Round 1, Sheet Client Brand performance

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
CLIENT BRAND’S PERFORMANCE -
CONCLUSION

Fails to convert Fails to deliver the

Limited physical
customers from product’s highlights
stores -
awareness to trials (ED & Coffee Flavor)
Unutilized
and from trials to to customers
online platform
current user through TVCs

High awareness, Restricted offline Well-received

poor trial rate marketing product’s
Extremely high Weak online highlights
lapser rate marketing TVCs: Effective but
non trial-trigger

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
AND THE BRAND IS ALSO OVERTARGETING A
WIDE RANGE OF CUSTOMERS
18-24 y.o 25-29 y.o 30-35 y.o
Male Female

AGE 33% 29% 38% GENDER

42.5% 57.5%

Women category is dominating in a coffee-

There is no clear segmentation among age groups
flavored energy drink, which is counter-intuitive
Client Brand aware but not tried Client Brand aware but not tried

Client Brand trialist Client Brand trialist Client Brand current users

Client Brand current users

Class A
Work for state sector

Work for non sector Class B

Owner
Class C

Self-employed

Class D
Household/Unemployed

0 10 20 30 40 50
0.00 10.00 20.00 30.00 40.00 50.00

Though Class A has the highest share in consumption, the

The majority of people knowing and using the potential falls only in Class A. Class B consumers generally
client brand are workers and officers have high attention and consumption rate

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
CUSTOMER PROFILE

TARGET CUSTOMER PROFILE

Age: 18 - 24
Occupation: Worker/Officer
Income: 7.5M - 30M

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
 BRAND SHOULD FOCUS TO TARGET ED
BECAUSE OF THE SIZE, POTENTIAL DEVELOPMENT & ABUNDANCE OF
CUSTOMER’S NEED OF ENERGY

In non-alcoholic beverages, However, the reason that the customer

CSD and ED comprise of consume brand’s product is the benefit
the large amount, so there of providing energy and keeping
is potential development conscious. Thus, brand should target the
for client brand. ED category
300 50
Client Brand aware

Client Brand trialist

250
Client Brand Current 40
user

200

30

150

20

100

10
50

0 0
Cola carbonated soft drinks (CSD) Energy drink (ED) Sports drink Provide energy/ Keep conscious Quench thirst very well Have extra coffee taste Attractive coffee aroma

Categories Consumed Most Often Reason for consume more than once
Source: NCC Data 2020 Round 1, Sheet Category Usage Source: NCC Data 2020 Round 1, Sheet Client Brand Performance

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
RED BULL IS THE KEY BRAND TO RECRUIT
CONSUMERS Comprise of:

Red Bull is the brand that attract the most 48% client brand awareness

awareness. Although not the most trialist but 56% trialist

comprise of the highest current users. 83% client current user
200

Client Brand aware

Client Brand trialist

150 Client Brand current
users

100

50

0
Sting Red Bull Number 1 Wake Up 247 Warrior Compact M Mutant Monster

Brand Consumed Most Often- Energy Drinks

Source: NCC Data 2020 Round 1, Sheet Category Usage

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
RED BULL IS ABLE TO BE POTENTIALLY
RECRUITED
Although not being consumed the most in both Hanoi
and HCM city, Red Bull is considered to be recruited
based on the prevalent need of providing-energy drink
120

100 Ha Noi

Ho Chi Minh city

80

60

40

20

0
Sting Red Bull Others

Brand Consumed Most Often- Energy Drinks

Source: NCC Data 2020 Round 1, Sheet Category Usage

RedBull 49% of lapsers

RedBull also has lower
lapsers rate than Sting
Sting 63% of lapsers

Executive Brand Demographic Potential Consumer

Summary Performance Profile Category Recruitment
THANKS YOU
FOR YOU
ATTENTION!