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NIELSEN CASE COMPETITION
2019
Round 1 Case Study
This artwork was created using Nielsen data.

Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
CASE STUDY ASSESSMENT PURPOSE
This case study is designed with a purpose to understand your ability in analyzing data, generating
insights and providing recommendations/ solutions to client.
By presenting this case study analysis on power point, it also helps to access your skill in illustrating
slides, connecting the dots to build your own story, communicating ideas and answering questions.
2
BUSINESS BACKGROUND
Lion Corporation is a Japanese company with a vision to help making everyday healthy and
comfortable for everyone. Lion has a wide range of products including Dental & Oral Care, Body
Care, Medicated Care, Fabric Care, Living Care, Kitchen & Cooking, Health & Beauty Food Products.
Lion would like to enter into Vietnam and contact with Nielsen to answer following questions with
reason-why:
• Whether Vietnam is a potential market to enter
• Which category they should firstly bring into Vietnam
• Which city/ region/ area and which channel they should focus
• How are Vietnamese consumers and what does it mean to Lion
3
CASE STUDY GUIDELINE
This case study is designed to be a “real life” situation. You will be a Nielsen consultant to provide
market insights and recommendations for client business planning & strategy.
You will present your analysis on powerpoint file with maximum 15 slides
The insights & recommendations should be based on desk-research information and information
provided in slides below.
4
TERMS EXPLANATION
Market Break Down Period

MT Modern Trade MAT Sum of 12 months to the latest month
MAT YA If data ending is Mar’19, MAT YA is sum (Apr’17 – Mar’18). YA (Year Ago)
TT Traditional Trade
MAT TY If data ending is Mar’19, MAT TY is sum (Apr’18 – Mar’19). TY (This Year)
YTD Jan to the latest period
YTD YA If data ending is Mar’19, YTD YA is sum (Jan’18– Mar’18). YA (Year Ago)
YTD TY If data ending is Mar’19, YTD TY is sum (Jan’19– Mar’19). TY (This Year)
5
VIETNAM VS. OTHER SEA COUNTRIES
Vietnam Malaysia Singapore Indonesia Thailand
GDP Q1’19
growth vs. YA
6.7
4.5 5.1
1.2 0.7
FMCG MAT Q1’19

growth vs. YA 4.4
2.5
5.0
4.0
3.0
2.3 1.7
2.0
1.0
0.0
-0.2
-1 .0
Source: GSO Vietnam. Economist Intelligence Unit. Nielsen Quarter by number report Q1’19 6
FMCG GROWTH TREND
 Vietnam – FMCG dynamic – Growth vs. YA
6.4%
6.0%
5.2% 5.3% 5.2%
4.9%
4.4%
5.5%
3.4% 3.1% 5.2% 3.8% 3.3% 3.1%
2.8%
2.4% 2.2%
1.0%
0.8% 0.9% 0.8% 2.1%
1.6% 2.1% 1.5% 1.6%
1.0% 1.1% 0.8% 1.0% 0.9% 1.2%
1.1%
-0.3% 0.0%
-0.3%
MAT YA MAT TY YTD YA YTD TY Q2'17 Q3'17 Q4'17 Q1'18 Q2'18 Q3'18 Q4'18 Q1'19
Unit Value Growth Volume Change (Weighted Value) Nominal Value Growth
Source: Nielsen Retail Audit data

Versus year ago – Cigarette is MT Partial
Data ending: Mar’19. FMCG including 37 categories: Shampoo, Hair Conditioner, Toilet Soap, Toothpaste, Toothbrush, Feminine Protection, Laundry, Dishwashing Liquid, Fabric Softener, Household Cleaner, H.I. Aerosol, H.I. Coil, Insecticide Control, Msg-Bouillon, Instant Noodles, Biscuits, Pie &
Sponge Cake, Soft Drink, Energy Drink, RTD Tea, Fruit Juice, Package Water, Sport Drink, Coffee , Beer, RTD Milk, SCM, Sauces, Chili Sauce, Tonic Fodd Drink, Cigarette, Milk Powder, Baby Diapers, Facial Tissue, Tissue (Napkin/Toilet/Kitchen), Candy, Snack.
7
FMCG GROWTH IN TRADITIONAL TRADE VS. MODERN TRADE
 FMCG dynamic – Growth MAT TY vs. YA – Total Vietnam break by Traditional Trade & Modern Trade
Viet Nam (TT VN + MT Urban) Trad. Trade VietNam MT Urban
15.1%
1.9% 12.8%
4.4% 3.2%
2.8%
1.6% 1.3% 2.4%
vs YA vs YA vs YA
Unit Value Growth Volume Change (Weighted Value) Nominal Value Growth
Source: Nielsen Retail Audit data

Versus year ago – Cigarette is MT Partial
Data ending: Mar’19. FMCG including 37 categories: Shampoo, Hair Conditioner, Toilet Soap, Toothpaste, Toothbrush, Feminine Protection, Laundry, Dishwashing Liquid, Fabric Softener, Household Cleaner, H.I. Aerosol, H.I. Coil, Insecticide Control, Msg-Bouillon, Instant Noodles, Biscuits, Pie &
Sponge Cake, Soft Drink, Energy Drink, RTD Tea, Fruit Juice, Package Water, Sport Drink, Coffee , Beer, RTD Milk, SCM, Sauces, Chili Sauce, Tonic Fodd Drink, Cigarette, Milk Powder, Baby Diapers, Facial Tissue, Tissue (Napkin/Toilet/Kitchen), Candy, Snack.
8
FMCG BREAK DOWN BY SUPER-GROUPS
 Vietnam - FMCG - Value Contribution  Vietnam - FMCG – Value Growth vs. YA

MAT YA MAT TY
FMCG 3 4
21.1 21.4
Beer
4 9
Beverage
3 10
19.8 20.3
Food
2 5
16.5 Milk Base

16.5 -6 2
Cigarette
13.1 12.3 1 7
Baby care
14.6 14.6 7 -2
2.4 2.4 Personal Care
6.4 6.3 1 5
6.2 6.2 Household Care
2 5
MAT YA MAT TY
-15 -10 -5 0 5 10 15 -15 -10 -5 0 5 10 15
Data ending: Mar’19. Cigarette is MT Partial. FMCG including 37 categories: Shampoo, Hair Conditioner, Toilet Soap, Toothpaste, Toothbrush, Feminine Protection, Laundry, Dishwashing Liquid, Fabric Softener, Household Cleaner, H.I. Aerosol, H.I. Coil, Insecticide
Control, Msg-Bouillon, Instant Noodles, Biscuits, Pie & Sponge Cake, Soft Drink, Energy Drink, RTD Tea, Fruit Juice, Package Water, Sport Drink, Coffee , Beer, RTD Milk, SCM, Sauces, Chili Sauce, Tonic Fodd Drink, Cigarette, Milk Powder, Baby Diapers, Facial
Tissue, Tissue (Napkin/Toilet/Kitchen), Candy, Snack. 9
HOUSEHOLD CARE BREAK BY CATEGORIES
 Vietnam – Household Care – Value Contribution  Vietnam – Household Care – Value Growth vs. YA
Household MAT YA MAT TY

Care
13.8 14.9 2 4
Toilet/ Kitchen/
Napkin Tissue
7 12
Laundry Products
40.3 39.1 -2 1
Household Insec.
Coil
22 -3
Household Insec.
1.6 1.5 Aerosol
4.7 4.7
Household Cleaners 3 5
7.1 7.6
16.2 16.2 Fabric Softener 9 11
Dishwashing Liquids 3 4
16.3 16.0
2 2
MAT YA MAT TY
Source: Nielsen Retail Audit data 10

Data ending: Mar’19.
PERSONAL CARE BREAK BY CATEGORIES
 Vietnam – Personal Care – Value Contribution  Vietnam – Personal Care – Value Growth vs. YA
Personal MAT YA MAT TY

Care
2 4
17.8 17.9 Personal Wash
Toothpaste 3 4
13.8 14.2
6.3 3 6
6.3 Toothbrush
4 4
Shampoo
33.7 33.8 -2 4
Insecticide Control
-6 -15
0.1 0.1 Hair Conditioner
5.7 5.6
2.2 2.2 -4 2
Facial Tissue
20.3 19.9 8 6
Feminine Protection 7 1
MAT YA MAT TY
Source: Nielsen Retail Audit data 11
Data ending: Mar’19.
ROUTE TO MARKET IN VIETNAM & TRADITIONAL TRADE
LANDSCAPE
VIETNAM TRADITIONAL TRADE RETAIL LANSCAPE

COMMON ROUTE-TO-MARKET IN VIETNAM
DYNAMICS
# of stores - 2017
Traditional
MANUFACTURER WHOLESALERS
Trade
1,486,261 | +0.3% vs YA
(<10% store
turnover is end-
consumer sales) Key channels in Traditional Trade
DIRECT SUPPLY
Café Pharmacy
RETAILERS (>90% Billiard + Semi – Personal

DISTRIBUTORS
store turnover is Karaoke Retailer Cosmetic
end-consumer sales) Trad.
Eatery Grocery
Store
Market Cigarette
Beverage Outlet
Stall Kiosk
SEMI-RETAILERS … …
(10%-90% store
turnover is end- CONSUMERS
consumer sales) 12
MODERN TRADE LANDSCAPE AND SHOPPERS VISIT
INCREASING # OF MT SHOPPERS ARE LOOKING FOR “LITTLE” & “OFTEN” SHOPPING TRIPS TO
STORES SMALLER MT FORMATS
 MT Universe evolution  MT vs TT dynamics
# of stores – Mar’19
MT TT MT
5,397 | +34% vs YA FMCG GROWTH +5% vs +14%
By store type Trad. Grocery Wet Market Supermarket Minimart CVS

Store
5,397
Mom & Baby
617
4,031 354 PENETRATION 81% | +0 86% | +5 97% | +19 51% | +34 46% | +4
Drugstore
489 985
235 % shoppers
CVS
898
2,980 Minimart FREQUENCY 7.0 | -2.5 18.7 | -0.2 2.3 | -0.1 3.7 | +1.5 4.2 | -0.3
2,042
# of times per month
367 461
Supermarket
#1
Mar'18 Mar'19 Total MT Channel spend
most in
Source: Nielsen Retail Audit data ending Mar’19. Nielsen

Source: Retailer’s official website shopper trend 2018 - 2019
13
STORE TYPES IN MODERN TRADE AND GROWTH DRIVING FACTORS
CONVENIENCE STORE MINIMART
EVOLVING FROM “ON THE GO” TO ALTERNATIVE THE NEW BIG DRIVER OF GROWTH LEAD BY LOCAL
“FOR EVERYDAY NEEDS” PLAYERS
Key growth driving factors Key growth driving factors
SUPERMARKET • Location • Location

BIG MODERN TRADE FORMAT WITH • Service: quick & easy • Focus on Fresh products
EVERYTHING YOU NEED • Snack & Ready-to-eat food • Price & promotion
• Emergency & everyday needs • Emergency & everyday needs
Key growth driving factors
• Convenient place
MODERN DRUGSTORE MOM & BABY
• Good promotion ATTRACTIVE CHANNEL FOR YOUNG FEMALES UNTAPPING THE WHITE SPACE OF BABY UNIVERSE
• Low prices
• Wide product range
Key growth driving factors Key growth driving factors
• Service: consultancy & quality • Diversified baby portfolio

• Pleasant environment • Service: consultancy & quality
• Variety & international brands • Quality & security
• Innovative & premium products • Good price on the basics
• Informative & digital access
Source: Nielsen shopper trend 2017 - 2018 14

E-COMMERCE PICTURE
HIGH INTERNET PENETRATION FUEL E-COMMERCE SIZE IS STILL HUMBLE HOW MANUFACTURERS CAN EMBRACE
THE GROWTH OF ONLINE PURCHASE BUT WITH BRIGHT PROSPECTS E-COMMERCE?
 Vietnam vs APAC Digital landscape Retail E-commerce sales

Contribution <1% Ensure authentic products are sold on

Growth +30% online portals. Crackdown on counterfeit
products.
VIETNAM APAC  Top categories by E-commerce penetration
INTERNET Actively engage with consumers via online
58% PENETRATION 51% Fashion 61%
platform, esp. during information searching
Beauty & Personal care 45%
DAILY INTERNET
& purchase decision making
95% 86% Books & Music 40%
USE
IT & Mobile 38%
Consumer Electronics 36%
Household care 34% Invest in innovative and personalized online
Packaged grocery food 31% marketing experience for consumers
Vietnamese connected consumer have
77% Travel 29%
made online purchase
Children & baby products 24%
Event Tickets 23%
Source: Internet Penetration: Demand Daily Time Spent: We Are Social & Hootsuite, Digital
in 2018 Source: Nielsen Global Commerce Study 2018 Source: Nielsen global key drivers for Grocery E-commerce 2018
16
RURAL – THE PROMISING
LAND
~62M More than 850,000 Rural contributes up to 44%

Vietnamese consumers are living in rural retail stores are located in rural of nationwide FMCG sales
Source: GSO Vietnam - 2018 Source: Nielsen 2017 Census Source: Nielsen Retail Audit MAT Mar’19
17
RURAL CONSUMERS
URBANIZATION BRINGS RURAL RURAL CONSUMERS ARE LIVING IN A MORE & MORE COMMON VALUES ARE
CONSUMERS CLOSER TO URBAN DIVERSIFIED MEDIA WORLD SHARED BETWEEN URBAN & RURAL
 % Urban/Rural population
NOW &
PAST
FUTURE
90% rural people own TV at home

60% 50% #1
66% 90% & 57% connect to more than 10 TV
channels
Urbanization rate in
40% 50% SEA 2015 - 2025
34% Self-restraint Stability-orientated
Self-sacrifice Secure
2015 Est. 2025 Est. 2040 Caring & loving Communal harmony
Genuine & simple Practical
90% rural people own mobile Enclosed mindset Authentic
Urban
90% phone & 50% of them own Growth mindset
Rural
smartphone Enjoyment
• Migration: Est. 5 Mil people in 2019 (vs. 3.4 Mil in 2009)
• Transportation: ~100% rural communes are connected
by standard & asphalt road
Source: GSO Vietnam Source: Nielsen Smartphone Insights study 2016 Source: Nielsen Rural Mythbusters 2017
18
NORTH – CENTRAL – SOUTH DIFFERENCE
6 Key cities:
36% FMCG Value contribution
33 MILLION
NORTH-EAST NORTH-WEST POPULATION
22% contribution to
HANOI FMCG value
RED RIVER DELTA

HAIPHONG
NORTH CENTRAL COAST

21 MILLION
DANANG POPULATION
SOUTH CENTRAL COAST 24% contribution to
FMCG value
CENTRAL HIGHLANDS
NHA TRANG
SOUTHEAST 40 MILLION
POPULATION
HO CHI MINH 43% contribution to
CAN THO FMCG value
MEKONG RIVER DELTA

19
HEALTH & WELLNESS TREND OF VIETNAMESE CONSUMERS
HEALTH IS VIETNAMESE TOP VIETNAMESE ARE VERY CAUTIOUS OF EXAMPLE OF SUCCESSFUL LAUNCH
CONCERN HEALTHY CLAIMS SUNLIGHT NATURE
I trust health claims on food packages

 % Consumers stating Health as top 2 biggest concerns –

Q4’18
43% 22%
Vietnam Global
 Most important health attributes when purchasing one
product
Health claims are just a way for manufacturers to
FOOD & BEVERAGE HOME & PERSONAL CARE* charge more
Dishwashing Liquid 100% natural ingredients
54% Added Vitamin/ Unilever extracted with white tea,
Minerals/ Nutrients Sunlight Nature mineral salt and aloe vera
46% All natural/ organic Launch: May 2016
52% Low/ No cholesterol
ingredients
51% Made from vegetables/
40% No harsh chemicals
fruits
49% All natural
3.2%
Share achieved after
6 months launch
Source: Nielsen Consumer Confidence Report. *APAC figures. Nielsen Global Health Survey Source: Nielsen Global Ingredient and Dining-out Trends Report 2016. Nielsen Global
2014. Nielsen The dirt on cleaning report 2016 Survey We are what we eat 2015
20
PREMIUMIZATION TREND OF VIETNAMESE CONSUMERS
GLOBAL
49% 46% 41% 38% 37% 30% 21%

HIGH QUALITY / SUPERIOR FUNCTION ORGANIC / SUSTAINABLE DOES SOMETHING NO SOCIAL ORIGINATES FROM A
ASSURANCES OR PERFORMANCE NATURAL MATERIALS OTHER PRODUCT DOES RESPONSIBILITY SPECIFIC COUNTRY
& STANDARDS INGREDIENTS CLAIMS
ASIA PACIFIC
56% 52% 50% 45% 42% 37% 27%

Indonesia (65%) Indonesia (63%) India (58%) Vietnam (55%) Vietnam (49%) Indonesia (50%) Vietnam (50%)
Vietnam (65%) India (59%) China (56%) Indonesia (55%) Indonesia (49%) India (47%) India (37%)
Thailand (63%) Vietnam (58%) Indonesia (54%) India (51%) China (47%) Vietnam (46%)
• Source: Nielsen Global Premiumization Study (2018). How willing are you to pay a premium (more than average price) for products that provide the following attributes or benefits? % of consumers highly willing. 21
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NIELSEN CASE COMPETITION

This artwork was created using Nielsen data.

Market Break Down Period

MT Modern Trade MAT Sum of 12 months to the latest month

YTD Jan to the latest period

Vietnam Malaysia Singapore Indonesia Thailand

Vietnam Malaysia Singapore Indonesia Thailand

FMCG MAT Q1’19

Vietnam Malaysia Singapore Indonesia Thailand

 Vietnam – FMCG dynamic – Growth vs. YA

Source: Nielsen Retail Audit data

Viet Nam (TT VN + MT Urban) Trad. Trade VietNam MT Urban

Source: Nielsen Retail Audit data

 Vietnam - FMCG - Value Contribution  Vietnam - FMCG – Value Growth vs. YA

16.5 Milk Base

Household MAT YA MAT TY

16.2 16.2 Fabric Softener 9 11

Source: Nielsen Retail Audit data 10

Personal MAT YA MAT TY

VIETNAM TRADITIONAL TRADE RETAIL LANSCAPE

RETAILERS (>90% Billiard + Semi – Personal

5,397 | +34% vs YA FMCG GROWTH +5% vs +14%

By store type Trad. Grocery Wet Market Supermarket Minimart CVS

Source: Nielsen Retail Audit data ending Mar’19. Nielsen

Key growth driving factors Key growth driving factors

SUPERMARKET • Location • Location

Key growth driving factors

• Service: consultancy & quality • Diversified baby portfolio

Source: Nielsen shopper trend 2017 - 2018 14

 Vietnam vs APAC Digital landscape Retail E-commerce sales

Contribution <1% Ensure authentic products are sold on

~62M More than 850,000 Rural contributes up to 44%

90% rural people own TV at home

RED RIVER DELTA

NORTH CENTRAL COAST

MEKONG RIVER DELTA

I trust health claims on food packages

 % Consumers stating Health as top 2 biggest concerns –

49% 46% 41% 38% 37% 30% 21%

56% 52% 50% 45% 42% 37% 27%

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