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[B&Company] Brand Asia Vietnam Report 2014 - Sample

Market survey about 100 brand's strength in Asian countries

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[B&Company] Brand Asia Vietnam Report 2014 - Sample

  1. 1. B&Company Vietnam 2015, March BRAND ASIA VIETNAM 2014 SAMPLE REPORT COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED.
  2. 2. 1 Copyrights COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. This report and all materials directly related to it are properties of B&Company. All rights reserved. No parts of this report may be reproduced or transmitted in any form or by any means without the prior written permission. Should you wish to use this report for any purposes, please kindly contact B&Company through the following given email address for further reference about the terms of use: info@b-company.jp
  3. 3. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 2 Section Content Page 1. About The Project and Report 3 2. Industry analysis 17 2.1. Difference by country groups 19 2.2. Difference between Vietnam & Other developing countries 27 2.3. Industry in Vietnam 32 3. Brands in Vietnam 42 3.1. IT/Electronic 44 3.2. Drink 54 3.3. Telecom 63 3.4. Internet-related 72 3.5. Sporting 81 3.6. Automaker 90 3.7. Food 99 3.8. FMCG 108 3.9. Restaurant 117 3.10. Finance 126 3.11. Clothing 136 4. Appendices 143 Table of Contents
  4. 4. 3 COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 1. About The Project and Report
  5. 5. 4 COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. About The Project (1) Introduction • The cross-regional “Brand Asia 2014” project is planned by Nikkei BP Consulting with main aims to evaluate major brands’ overall strengths, measure image trends, analyze customers’ perceptions and other factors that highly influent on brands’ performances in 27 large cities of 12 Asia regions from December, 2013 to January, 2014 using 3 data collection methods: Internet survey, Street catch and Telephone. • There are 100 brands surveyed in each country: o The 60 global brands are commonly selected for 12 countries and divided into 10 industries: 1)IT& Home Electronic (IT/Electronic), 2) Food/Drink, 3) Internet-related, 4) Sporting Goods (Sporting), 5) Automaker, 6) Fast Moving Consumer Goods (FMCG), 7) Restaurant, 8) Finance, 9) Clothing/Fashion items (Clothing) and 10 ) Diversified. o The rest 40 local brands are differently selected by particular country (some of them may be international brands). • This project also engaged various institutions: QQSurvey (China), Hansa Research (India), OZE (Indonesia), Nikkei BP Consulting (Japan), Research Now (Malaysia, Singapore, Taiwan, Turkey), MMRDRS (Myanmar), Now&Future (South Korea), CSN Research (Thailand), and B&Company (Vietnam). “Brand Asia 2014” project is to evaluate brand strength of brands in 12 Asia regions
  6. 6. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 5 For each brand, 3 questions are to be answered, in which 2 are conditional are based on the respondents’ 1s t answer. Questionnaire Diagram Do you know brand A? What do you think of brand A? How do you know brand A? About This Project (2) Brand Characteristics Loyalty Ratios Information Sources Yes but Uninter -ested Yes and Interested No Brand Awareness Friendly Convenient Outstanding Innovative Want to purchase Huge fan Want to recommend Satisfied when use TV Radio Magazine Newspaper Website SNS In Shop Posters/Signs Overall Score Like, favourite Feel familiarity Sad if disappeared Feel empathy Know and interesting Used recently Useful Excellent quality High status Chic, stylish Unparalleled charm Striking individuality Attracting attention Pioneering Vigorous
  7. 7. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 6 5) Auto BMW DAIHATSU HONDA HYUNDAI Mercedes-Benz NISSAN SUZUKI TOYOTA YAMAHA 6) FMCG Colgate Unilever Johnson& Johnson kao L'ORÉAL Nivea P&G SHISEIDO unicharm 1) IT/Electronic Apple MITSUBISHI ELECTRIC Canon Nikon DELL Nokia EPSON Panasonic HITACHI Philips hp SAMSUNG IBM SHARP LG SONY Microsoft TOSHIBA 9) Clothing GAP H&M MUJI UNIQLO 8) Finance AMERICAN EXPRESS Citibank HSBC VISA 2) Food/Drink AJINOMOTO Coca-Cola Danone Häagen-Dazs Kellogg's Nestlé 10) Diversified GE Siemens 7) Restaurant KFC STARBUCKS COFFEE McDonald's 3) Internet- related Google YAHOO! 4) Sporting adidas NIKE There are 60 global brands categorized in 10 industries similarly selected for all 12 regions Global Brand List About The Project (3)
  8. 8. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 7 About The Project (4) This project is conducted in 27 places of 12 Asia regions by 3 data collection methods Places & Methods No. Country Place Respond -ents Method 1 China •Beijing •Shanghai 900 Internet survey 2 India •Delhi •Mumbai •Kolkata •Chennai •Nagpur 1000 Street catch 3 Indonesia •Jakarta 600 Internet survey 4 Japan •Tokyo •Osaka •Nagoya 1027 Internet survey 5 Malaysia •Kuala Lumpur 600 Internet survey•Penang •Johore 6 Myanmar •Yangon •Mandalay 600 Street catch No. Country Place Respond- ents Method 7 Singapore •Singapore 357 Internet survey 8 Korea •Seoul 600 Internet survey 9 Taiwan •Kaohsiung 600 Internet survey•Taichung •Taipei 10 Thailand •Bangkok 600 Telepho ne 11 Turkey •Istanbul 575 Internet survey •Ankara •Izmir 12 Vietnam •Hanoi •Ho Chi Minh (HCM) 1200* Street catch *600 people are in Hanoi and 600 people are in HCM City are equavilently categorized into 2 gender (Male and Female) and 3 age groups (20s, 30s and 40s).
  9. 9. 8 COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. About This Report (1) Introduction • “Brand Asia Vietnam 2014” report is conducted in Vietnam by B&Company Vietnam serving two main objectives: o Compares overall strength of industries between Developed Group (Group A) and Developing Group (Group B) and between Vietnam and Group B. o Evaluates brand strength of 70 brands categorized in 11 industries in Vietnam, including: 1) IT/Electronic, 2) Drink, 3) Telecommunications (Telecom), 4) Internet-related, 5) Sporting, 6) Automaker, 7) Food, 8) FMCG, 9) Restaurant, 10) Finance and 11) Clothing. • Although “Brand Asia 2014” project covers much information about brands in countries, this report is to discuss main parts that provide significant meaning to readers. It includes brand over score, brand awareness, brand characteristics and media sources. Global and local brands are selected based on their outstandingness within 12 researched countries and Vietnam; therefore there are some differences in number of brands among industries and B&Company analysis also bases on this fact. • Not all brands and industries are discussed; for industries having more than 10 brands, only top 10 highest overall score brands are considered. Loyalty analysis only facilitates “Satisfied when use” (Satisfied) and “Fan” ratios. • Due to limitation of page, chart scales or font sizes may not be wholly consistent among all pages as we made some adjustments to fit them to the page. “Brand Asia Vietnam 2014” evaluates and compares brand strength of brands in Vietnam and between country groups
  10. 10. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 9 This report covers 70 brands which are categorized in 11 industries in Vietnam Vietnam Brand List About This Report (2) 2) Drink Vinamilk pepsi Trung Nguyen Coca-Cola Bia Ha Noi Bia Sai Gon TH true MILK Nestlé Tan Hiep Phat Danone 3) Telecom Viettel Mobifone FPT Vinaphone VNPT 9) Restaurant KFC Highlands Coffee STARBUCKS COFFEE Pho 24 McDonald's 4) Internet- related GOOGLE Yahoo! VNG Vat Gia 11) Clothing Viet Tien May 10 AN PHUOC GAP H&M Nha Be UNIQLO MUJI 1) IT/Electro- nic Nokia SAMSUNG SONY Apple Microsoft TOSHIBA Canon LG Panasonic Philips 5) Sporting adidas NIKE Thuong Dinh 6) Automaker HONDA YAMAHA MOTOR TOYOTA Mercedes-Benz BMW HYUNDAI SUZUKI NISSAN DAIHATSU 7) Food Kinh Do AJINOMOTO Vissan VIFON Duc Viet Huu Nghi Acecook Häagen-Dazs Kellogg's 8) FMCG Colgate Unilever Nivea P&G Johnson& Johnson SHISEIDO L'ORÉAL SAO THAI DUONG kao unicharm 10) Finance Vietcombank Agribank Bao Viet HSBC VISA AMERICAN EXPRESS Citibank
  11. 11. Sign Color Meaning ↑ Red Increase ≥ 5 levels ↗ Blue Increase < 5 levels - Black No change ↓ Orange Decrease ≥ 5 levels ↘ Green Decrease < 5 levels N/A Black Data unavailable COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 10 Overall Score & Ranking Rannking changes between 2013 and 2014. Ranking in the whole Vietnam ranking list. Brand list is sorted by overall score. How To Read Chart (1) 70 66 68 70 66 55 63 67 68 68 73 Brand 6 Brand 5 Brand 4 Brand 3 Brand 2 Brand 1 Overall score 1 (9) ↑ 8 2 (4) ↗ 2 3 (3) - 0 6 (1) ↓ 5 11 (9) ↘ 2 13 N/A N/A N/A Ranking in Vietnam 2014 2013 Δ 2013 2014 Data is Not Available in 2013. N/A All 2013 data is placed in “( )” and has font size as 12. All 2014 data is bold and has font size as 14.
  12. 12. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 11 Brand Awareness Brand list is sorted by its overall score How To Read Chart (2) 62 56 52 52 34 38 43 45 47 33 0 2 3 2 33 Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand awareness (%) 100% = 120 persons Total number of respondents Unknown Uninterested Interested Respondents who don’t know about the brand Respondents who know but are not interested in the brand Respondents who know and are interested in the brands
  13. 13. Brand 5 Brand 4 Brand 3 Brand 2 Brand 1 13 28 20 17 0 18 0 0 0 14 COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 12 Brand Characteristics & Loyalty Ratios If “Satisfied” ratio = 0 or < “Fan” ratio, “Satisfied” the lower value is still shown next to higher one. How To Read Chart (3) Brand list is sorted by its overall score. If “Fan” and “Satisfied” ratios are 0, data is shown as 0 for both ratios. 79 79 72 71 71 72 75 75 Brand 2 Brand 1 Innovative Convenient Outstanding Friendly Brand Characteristics (Score) Major brands having similar business areas are selected for comparison. Loyalty ratios (%) 100% is number of respondents who are interested in the brand. Fan Satisfied 100% is number of “Interested” respondent. 100%= people XXX
  14. 14. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 13 Information Sources Only top 3 highest ratios are shown in blue and number. Total number of respondent knows about the brand How To Read Chart (4) TV (%) Radio (%) Newspaper (%) Magazine (%) Website (%) SNS (%) Posters/Signs (%) In shop (%) N= Brand 1 118 Brand 2 117 Brand 3 96 Brand 4 115 Brand 5 95 Posters, Signs or Transit ads In Shop/ Sales staff Social Networking Service 1st popular 2nd popular 3rd popular 50 31 72 74 34 38 70 41 60 57 41 41 66 38 31 Brand list is sorted by its overall score
  15. 15. 2.2 Local industry analysis 2.1 Difference by country groups 14 COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 2. Industry analysis
  16. 16. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 15 Industry analysis Different economic background is the main reason behind industries’ different performances between country groups Introduction Globalization wave in the recent century has encouraged organizations to expand their business operation internationally whereby Asia region is not an exception. Equipped with strong capitals and historical experience, many of them have dominated and become critical part of industries various Asia countries. Due to highly young population and rising economic situation, Asia has been considered potential emerging market that lays significant opportunities for multinational companies to explore, thus forming a dynamic market. Within this region, Vietnam is regcognized an emerged market attracting significant concerns from foreign investors especally Japan. The country government has taken steps to encourage investment flows from in the past 8 years since WTO assessment. Mostly originating from developed regions, global brands have been widely familiar with people in developed countries whereas some of them are new comers to several markets. In addition, differences in economic backgrounds, market situations, customer behaviors or national culture are primary reasons explaining why industries, despite inclusion to same global brands, perform differently.
  17. 17. 2.2. Local industry analysis 2.1. Difference by country groups 16 COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 2. Industry analysis
  18. 18. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 17 Result Summary (1) In general, most of industries seem to perform better in Group A than they do Group B • Between Group A and Group B: o All researched countries are categorized into 2 groups based on economic situations with an aim to properly evaluate how global brands perform in different markets. Group A includes top 4 highest GDP per capita countries and Group B includes the rest 8 countries. o Majority of industries Group A have higher overall scores than they do in Group B especially Internet-related and Restaurant industries. o Brand Awareness ratio all industry in Group A is also much higher than those in Group B especially Clothing industry. o People have higher “Loyalty” ratios to most industries in Group B than Group A’s. o TV is the most popular channel to know about global brands in most researched Asia countries following by website.
  19. 19. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 18 Result Summary (2) Despite minor difference in overall score, industry awareness in Vietnam is quite far behind the Group B • Between Vietnam and Group B (exlcude Vietnam): o Although there are some differences between global brands’ overall scores in Vietnam and Group B, the gap is not so large. Internet related industry is one of strongest industry in Vietnam and Group B countries. Rapid increase in the Internet usage growth rate enable Vietnam’s Internet related industry perform quite better to Group B’s average, resulted from increasing consumption and demands . o Brand awareness ratios of global brands in Vietnam are much lower than Group B especially Finance, Clothing and Diversified industries. The reason could be understood that products of global brands often have quite high prices thus still unfamiliar to most Vietnamese people. In addition, most countries in Group B have better economic situation than Vietnam’s, which enable brands intensify their marketing affords. o Except for FMCG, Food/Drink and Automaker, the other brands have not shown much difference in “Loyalty" ratios between the two country groups .
  20. 20. 884 1,592 1,705 3,817 6,572 6,629 10,946 11,236 21,141 25,051 40,442 52,179 Myanmar India Vietnam Indonesia Thailand China Malaysia Turkey Taiwan Korea Japan Singapore GDP per capita by countries in 2013 (billion $US) COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 19 The 12 countries are categorized to 2 groups based in “GDP per capita” indicator Source : Economic Watch Group A Group B Country Group Classification
  21. 21. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 20 Message sentence Diversified FMCG Finance Automaker Food/Drink Clothing IT/Electronic Restaurant Sporting Internet-related Overall score comparison between Group A & Group B B&Company's analysis B&Company's analysis B&Company's analysis Overall Score (1) Group A Group B
  22. 22. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 21 Message sentence Clothing/Fashion Diversified Finance Food/Drink FMCG Restaurant IT/Electronic Automaker Sporting Internet-related Overall Score comparison between Vietnam & Group B Overall Score (2) Vietnam Group B
  23. 23. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 22 Message sentence Diversified FMCG Finance Automaker Food/Drink Clothing IT/Electronics Restaurant Sporting Internet-related Group A Group B Industry awareness comparison between Group A and Group B (%) B&Company's analysis Industry Awareness (1) B&Company's analysis
  24. 24. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 23 Message sentence Clothing Diversified Finance Food/Drink FMCG Restaurant IT/Electronic Automaker Sporting Internet-related Vietnam Group B Industry awareness comparison between Vietnam and Group B (%) B&Company's analysis B&Company's analysis Industry Awareness (2)
  25. 25. Diversified FMCG Finance Automaker Food/Drink Clothing IT/Electronics Restaurant Sporting Internet-related COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 24 Message sentence Group A Group B Outstanding Innovative B&Company's analysis Industry Characteristics (1) Friendly Convenient B&Company's analysis B&Company's analysis Industry characteristic comparison between Group A and Group B (%)
  26. 26. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 25 Message sentence Diversified FMCG Finance Automaker Food/Drink Clothing IT/Electronics Restaurant Sporting Internet-related “Satisfied” ratio (%) “Fan” ratio (%) Group A Group B Loyalty Ratios (1) B&Company's analysis B&Company's analysis Loyalty ratio comparison between Group A and Group B
  27. 27. Clothing Diversified Finance Food/Drink FMCG Restaurant IT/Electronic Automaker Sporting Internet-related COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 26 Message sentence Vietnam Group B “Fan” ratio (%) B&Company's analysis “Satisfied” ratio (%) B&Company's analysis B&Company's analysis Loyalty Ratios (2) Loyalty ratio comparison between Vietnam and Group B
  28. 28. 27 Message sentence TV (%) Radio (%) Newspaper (%) Magazine (%) Website (%) SNS (%) Posters/Signs (%) In shop (%) COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. Country 1 Country 2 Country 3 Country 4 Country 5 Country 6 Country 7 Country 8 Country 9 Country 10 Country 11 Country 12 COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. B&Company's analysis Information Sources 1st popular 2nd popular 3rd popular
  29. 29. 2.2. Local industry analysis 2.1. Difference by country groups 28 COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 2. Industry analysis
  30. 30. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 29 Result Summary Industries perform differently between Vietnam and Group B (not include Vietnam), especially brand awareness ratio • IT/Electronic, Drink, Telecom and Internet-related industries are keeping top four top positons in overall score positions. These industries also have highest awareness ratio, which could be explained that these industries have long term present brands in Vietnam… • It is noticeable that all industries generally have quite low “Uninterested” ratio. With large proportion of foreign brands which have not officially presented in Vietnam…. • IT/Electronic, Drink and FMCG are top three industries having highest “Satisfied” level. • TV, “In shop” and website are three most major media channels that help people learn about industries, which also present high effectiveness in Vietnam.
  31. 31. 4 10 14 8 3 1 5 11 13 8 3 0 COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 30 Message sentence 16 10 16 12 4 2 15 9 17 12 4 3 81st - 100th 61st - 80th 31st - 60th 11st - 30th 4th - 10th 1st - 3rd Vinamilk Global Brands Brand ranking summary Local Brands 2013 2014 HONDA, Nokia & Google Ranking
  32. 32. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 31 Message sentence 75 49 63 70 73 74 89 80 85 87 67 67 68 68 72 75 76 76 78 84 Brand 10 Brand 9 Brand 8 Brand 7 Brand 6 Brand 5 Brand 4 Brand 3 Brand 2 Brand 1 Overall Score 1 (2) ↗ 1 2 (3) ↗ 1 3 (4) ↗ 1 4 (1) ↘ 3 5 (6) ↗ 1 6 (7) ↗ 1 7 (9) ↗ 2 8 (18) ↑ 10 9 (44) ↑ 35 10 (5) ↓ 5 Ranking in Vietnam 2014 2013 Δ B&Company's analysis B&Company's analysis B&Company's analysis Top 10 Brand Analysis 2013 2014
  33. 33. 43 44 46 46 47 52 52 52 56 56 65 Industry 11 Industry 10 Industry 9 Industry 8 Industry 7 Industry 6 Industry 5 Industry 4 Industry 3 Industry 2 Industry 1 Overall score COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 32 Message sentence B&Company's analysis B&Company's analysis Industry Overall Score
  34. 34. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 33 Message 44 35 40 24 24 24 20 17 18 17 11 44 42 50 32 46 54 33 30 44 44 28 12 24 10 44 30 22 48 53 38 39 61 Industry awareness (%) 100% = 120 persons Unknown Uninterested Interested B&Company's analysis Industry Awareness
  35. 35. Industry 11 Industry 10 Industry 9 Industry 8 Industry 7 Industry 6 Industry 5 Industry 4 Industry 3 Industry 2 Industry 1 14 30 8 25 6 18 8 17 5 15 5 10 7 22 6 11 4 11 4 14 3 5 13 28 9 25 8 18 7 16 7 14 5 12 6 20 4 12 3 10 5 14 2 6 13 28 10 25 10 19 6 15 8 13 5 14 4 18 6 13 2 8 6 14 2 7 COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 34 Message sentence Total (%) Hanoi (%) Ho Chi Minh (%) 100%= people 120 60 60 Fan Satisfied B&Company's analysis “Loyalty” Ratio By Cities
  36. 36. 35 Message sentence 1st popular 2nd popular 3rd popular B&Company's analysis TV (%) Radio (%) Newspapers (%) Magazine (%) Website (%) SNS (%) Posters/Signs (%) In Shop (%) Industry 11 Industry 10 Industry 9 Industry 8 Industry 7 Industry 6 Industry 5 Industry 4 Industry 3 Industry 2 Industry 1 COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. Information Sources 29 25 42 34 29 29 21 27 25 52 59 29 38 57 20 45 56 33 31 31 25 61 15 71 28 65 33 35 67 26 49 63 37 47
  37. 37. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 36 3. Brands in Vietnam FMCG3.2. Drink industry 3.3. Telecom industry 3.5. Sporting industry 3.6. Automaker industry 3.4. Internet-related industry 3.1. IT/Electronic industry 3.10. Finance industry 3.11. Clothing industry 3.9. Restaurant industry 3.7. Food industry 3.8. FMCG industry
  38. 38. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 37 In general local brands in Vietnam are under great competition pressure from foreign giant players • An accession to WTO since 2006 has significantly encouraged foreign brands to enter Vietnam market from various industries. Apart from long historical brands such as HONDA, Unilever, Sony, Coca-Cola etc, there are number of new entry brands namely Unicharm or STARBUCKS COFFEE etc, which turn the market more diverse and competitive. Supported by abundant financial resources as well a long historical global experiences, international brands have strong advantages in creating leading positions whereas, there have been noticeable effort of local enterprises in gaining back market share and maintain sustainable growth among fierce competition environment. These are main reasons behind turbulent changes of brands year by tear in term of overall score, industry ranking, brand awareness and loyalty ratio. • While IT/Electronic, Drink or Telecom industries achieve high strength improvement, Restaurant, Finance or Clothing industries are showing low trend when large number of brands lose score and ranking. Microsoft is seen an oustdanting example in IT/Electronic industry when it has increased by 35 ranking levels. Vinamilk, despite score loss, is still leading drink company in Vietnam and one of rare local brands locating in the country brand top ranking list. Introduction
  39. 39. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 38 3. Brands in Vietnam FMCG3.2. Drink industry 3.3. Telecom industry 3.5. Sporting industry 3.6. Automaker industry 3.4. Internet-related industry 3.1. IT/Electronic industry 3.10. Finance industry 3.11. Clothing industry 3.9. Restaurant industry 3.7. Food industry 3.8. FMCG industry
  40. 40. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 39 IT/Electronic industry is highly competitive and currently dominated by long present global brands IT/Electronic industry which is currently dominated by foreign brands especially long historical brands of mature categories in home appliances such as SONY, TOSHIBA, LG or Panasonic. With reputations of high durability and convenience, products of most Japan brands like Toshiba or Panasonic have created lots of trusts and favors among Vietnamese customers. However, brands from other country of origins like Korea or the U.S are also confirming their footholds in the more increasingly competitive market. Some niche names enjoy rising perception of consumers as living standards improved (e.g. Canon); yet Phillips brand image is still low. New launches and promotional activities by manufacturers and retailers help to increase demand for products of SAMSUNG, Apple or Microsoft across the consumer appliances market. Introduction
  41. 41. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 40 IT/Electronic industry is one of leading industries in Vietnam with five brands are in top ten ranking list • Most IT/Electronic brands are comparatively perceived higher positions despite opposite changes of score in 2014. o There are 8 out of 10 brands increase in ranking however only 4 of them actually receive higher absolute score. o Apple and Microsoft are in top 10 brands for the first time with dramatic improvement of overall score. o Big loss of overall score leads Panasonic to drop out of top 10 brands this year. • Foreign IT/Electronic brands are highly familiar in Vietnam, yet perception of characteristics toward these brands is distinctive. o Better scores of Nokia and Samsung than Panasonic, LG and Philips could be due to innovative product features. o While products of Apple, Microsft and Cannon have high “Innovative”, they gained lower score in “Convenient”. • IT/Electronic tend to be more attractive to the young as number of “Fan" in 20s is the highest and gradually decrease when people get older. • Consumers in Hanoi and HCM city have similar taste of the brands except for Apple and Samsung. • Although TV is the most effective advertising channel, there are large number of customers recognizing brands through In-shop channel. Result Summary
  42. 42. 54 71 62 56 64 49 63 73 74 80 52 58 58 60 63 67 68 72 75 78 Brand 10 Brand 9 Brand 8 Brand 7 Brand 6 Brand 5 Brand 4 Brand 3 Brand 2 Brand 1 COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 41 Message sentence 2 (3) ↗ 1 5 (6) ↗ 1 6 (7) ↗ 1 8 (18) ↑ 10 9 (44) ↑ 35 13 (17) ↗ 4 17 (30) ↑ 13 20 (20) - 0 20 (8) ↓ 12 33 (34) ↗ 1 B&Company's analysis B&Company's analysis B&Company's analysis 2014 2013 Overall Score Overall Score Ranking in Vietnam 2014 2013 Δ
  43. 43. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 42 Message sentence 68 57 53 38 43 46 34 41 38 27 33 41 41 43 40 49 43 52 58 40 0 3 7 19 17 5 23 8 4 33 Brand 10 Brand 9 Brand 8 Brand 7 Brand 6 Brand 5 Brand 4 Brand 3 Brand 2 Brand 1 Brand awareness (%) 100% = 120 persons Unknown Uninterested Interested B&Company's analysis Brand Awareness
  44. 44. 57 61 57 53 57 61 55 55 53 52 51 49 63 65 63 58 Brand 3 Brand 4 Brand 5 LG COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 43 Message sentence 79 79 72 71 71 72 75 75 B&Company's analysis B&Company's analysis Brand 2 Brand 1 Innovative Convenient Outstanding Friendly Innovative Convenient Outstanding Friendly Brand Charactertistics (1) Brand Characteristics (%)
  45. 45. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 44 Message sentence Total (%) Hanoi (%) Ho Chi Minh (%) Brand 10 Brand 9 Brand 8 Brand 7 Brand 6 Brand 5 Brand 4 Brand 3 Brand 2 Brand 1 18 43 17 40 15 30 22 26 19 33 10 32 11 18 10 23 7 27 6 17 18 45 20 43 13 28 17 18 20 33 12 35 12 17 10 20 5 28 5 13 20 40 13 37 17 32 27 33 18 33 8 28 10 20 10 27 8 25 7 20 100%= people 120 60 60 Fan Satisfied B&Company's analysis B&Company's analysis “Loyalty” Ratio By Cities
  46. 46. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 45 Message sentence 20s (%) 30s (%) 40s (%) Brand 10 Brand 9 Brand 8 Brand 7 Brand 6 Brand 5 Brand 4 Brand 3 Brand 2 Brand 1 23 45 23 33 28 35 33 38 28 45 10 25 15 20 13 25 5 25 100%= people 40 40 40 3 8 18 45 13 45 13 25 28 33 18 38 8 33 15 30 10 20 8 25 8 20 13 38 15 43 5 30 5 8 13 18 13 38 3 5 8 25 8 30 8 23 Fan Satisfied B&Company's analysis B&Company's analysis B&Company's analysis “Loyalty” Ratio By Ages
  47. 47. 1st popular 2nd popular 3rd popular COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 46 Message sentence B&Company's analysis N= Brand 1 120 Brand 2 117 Brand 3 112 Brand 4 97 Brand 5 100 Brand 6 114 Brand 7 92 Brand 8 111 Brand 9 115 Brand 10 80 TV (%) Radio (%) Newspapers (%) Magazine (%) Website (%) SNS (%) Posters/Signs (%) In shop (%) Information Sources 78 45 55 83 36 56 80 38 42 36 52 40 27 60 28 76 27 47 54 37 47 77 28 54 82 29 55 36 25 55
  48. 48. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 47 • The other industries follow the same format with above sample industry (from page 38 to 46)
  49. 49. COPYRIGHT B&Company INC. ALL-RIGHTS RESERVED. 48 The End For more information or full report purchase, please contact us via email: info@b-company.jp or telephone number: +84-8-3910 3913 or + 84-4-3978-5165

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