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Beer brand image analysis in Vietnam
Asia Plus Inc.
This survey is conducted to understand
recognition and images of beer brands
towards Vietnamese customer
segmentation in terms of their social
media activeness and drinking behaviors.
The survey was conducted to 485
respondents from 18-39 in both Ha Noi
and Ho Chi Minh City in August 2017.
Objective
References - Drinking behaviors
Beer drinking frequency – By profile
Everyday 3 - 4 times/week 1 - 2 times/week Once/week
2 - 3 times /
month
Once/month
Less than one /
month
I don't drink beer
Total 3% 10% 18% 10% 13% 9% 15% 22%
18-24 4% 8% 13% 9% 11% 12% 18% 26%
25-29 1% 10% 19% 14% 15% 9% 14% 17%
30-39 4% 13% 23% 8% 12% 5% 11% 23%
Male 4% 16% 24% 11% 11% 11% 10% 12%
Female 3% 4% 12% 10% 14% 7% 19% 31%
Hanoi 5% 13% 19% 11% 9% 10% 17% 16%
HCM 2% 7% 16% 10% 16% 7% 13% 29%
78% are beer drinkers with 41% are regular drinkers who drink beer once/week or more.
Adults (20s-30s) and male tend to be frequent drinkers.
Q. How often do you drink beer?
Drinking tolerance
Total 18-24 25-29 30-39 Male Female
Light
drinker
Mid drinker
Heavy
drinker
Very weak 7% 9% 3% 9% 5% 10% 19% 3% 1%
Weak 18% 17% 21% 16% 10% 28% 24% 28% 6%
Average 53% 51% 56% 54% 58% 49% 50% 59% 53%
Strong 16% 16% 16% 17% 22% 9% 3% 8% 31%
Very strong 4% 5% 2% 3% 5% 3% 2% 1% 7%
Average score 2.9 2.9 2.9 2.8 3.1 2.6 2.4 2.7 330%
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Male and regular drinkers seem to be high on alcohol tolerance.
Q. How strong are you with alcohols?
Beer drinking location – All
At home
Street
vendors
Restaurant Karaoke Events
Beer club /
Beer garden
Bar / pub Others:
Total 71% 65% 44% 39% 28% 18% 13% 1%
Most 41% 40% 11% 1% 3% 3% 1% %
People tend to drink beer at home and in street vendors (quan nhau) most often.
Q. Where do you usually drink beer?
Beer drinking location – By profile
At home
Street
vendors
Restaurant Karaoke Events
Beer club /
Beer garden
Bar / pub Others:
Total 71% 65% 44% 39% 28% 18% 13% 1%
18-24 71% 57% 36% 28% 22% 10% 12% 1%
25-29 73% 73% 43% 52% 36% 26% 18% 0%
30-39 69% 66% 54% 38% 27% 21% 10% 1%
Male 65% 73% 45% 43% 28% 22% 13% 1%
Female 78% 55% 42% 34% 28% 14% 14% 1%
Hanoi 73% 56% 42% 32% 22% 16% 9% 0%
HCM 69% 75% 46% 47% 35% 21% 19% 2%
Street vendors (quan nhau) seem to be more popular in HCM than in Hanoi.
Q. Where do you usually drink beer?
Beer brand image association
Smartphone make in use
Q. What is the brand of the smartphone that you currently use?
Apple is dominantly used by users, followed by Samsung.
54%
32%
9% 9%
6%
4% 3% 2% 2% 1% 1% 1% 1% 1% 2%
Beer brand recognition and usage - All
Heine
ken
Tiger
Bia
Hanoi
Saigo
n
Speci
al
Saigo
n
Green
333
Sapp
oro
Budw
eiser
Halid
a
Bier
Larue
Carls
berg
Saigo
n
Expor
t (Do)
Beck
Coron
a
San
Migue
l
Other
s:
Desp
erado
s
Drink (in past 6 month) 58% 49% 42% 23% 20% 18% 14% 9% 6% 6% 6% 6% 4% 4% 1% 1% %
Drink often (up to 3) 50% 39% 38% 17% 13% 10% 7% 5% 4% 2% 2% 4% 2% 2% % % 0%
Top-of-mind 33% 23% 23% 2% 2% 5% 1% 1% 1% 0% 0% 0% 0% 1% 0% 0% 0%
Heineken, Tiger and Hanoi are top 3 brands in terms of recognition and usage. Saigon
sub-brands are followed in the top 6 brands.
Q. What following beer brands have you drunk for the past 06 months? What following beer brands have you drunk the MOST? (up to 3)
Beer brand image
9 criteria for beer brand images
Best taste Good economical beer Premium
Beer for adult Beer for youth Beer for ladies
Special occasions Beer for home drink Strong PG presence
* Best taste is single answer and others are multiple answers
Brand image summary - Hanoi
Heineken Bia Hanoi Tiger
Saigon
Special
333 Budweiser
Saigon
Green
Carlsberg Corona Halida Sapporo
Best taste 38% 21% 8% 6% 6% 5% 4% 2% 2% 2% 2%
Good economical 27% 60% 16% 16% 15% 5% 13% 4% 3% 10% 1%
Premium 60% 17% 21% 8% 5% 21% 4% 20% 8% 3% 15%
For adult 44% 39% 24% 9% 13% 16% 4% 18% 8% 8% 6%
For youth 43% 35% 24% 14% 13% 12% 13% 10% 7% 11% 8%
For ladies 21% 24% 10% 7% 13% 15% 11% 6% 15% 10% 9%
Special occasions 56% 28% 23% 8% 9% 17% 6% 17% 11% 10% 10%
Home drink 33% 73% 18% 13% 18% 6% 9% 4% 3% 14% 3%
Many Promotion girls 56% 31% 29% 7% 13% 11% 5% 17% 4% 9% 8%
Q. What are the brand that is applicable to….
Brand image summary - HCM
Heineken Tiger Sapporo
Saigon
Special
Budweiser
Saigon
Green
333 Bier Larue Bia Hanoi San Miguel
Saigon
Export (Do)
Best taste 43% 21% 7% 5% 4% 4% 3% 1% 1% 1% 1%
Affordable but good 28% 46% 9% 21% 3% 19% 17% 4% 7% % 7%
Premium 70% 26% 33% 2% 30% 4% 2% 7% 2% 8% 2%
For adult 57% 41% 22% 8% 16% 8% 17% 6% 11% 2% 8%
For youth 52% 49% 22% 19% 13% 15% 14% 5% 6% 3% 7%
For ladies 34% 27% 19% 11% 13% 11% 8% 7% 4% 6% 4%
Special occasions 69% 42% 22% 9% 15% 6% 11% 7% 4% 4% 3%
Home drink 42% 52% 8% 20% 3% 16% 29% 4% 5% 2% 15%
PG everywhere 52% 44% 40% 6% 13% 11% 8% 9% 6% 8% 3%
Q. What are the brand that is applicable to….
Brand image – Best taste
Q. What are the brand that is applicable to….
Hanoi
38% 21% 8% 6% 6%
HCM
43% 21% 7% 6% 4%
38%
21%
8% 6% 6% 5% 4% 2% 2% 2% 2% 4%
43%
1%
21%
5% 3% 4% 4%
0% 0% 0%
7% 9%
Heineken Bia Hanoi Tiger Saigon
Special
333 Budweiser Saigon
Green
Carlsberg Corona Halida Sapporo Others:
Hanoi
HCM
Brand image – Good economical beer
Q. What are the brand that is applicable to….
Hanoi
60% 27% 16% 16% 15%
HCM
46% 28% 21% 19% 17%
60%
27%
16% 16% 15% 13% 10%
5% 4% 3% 2% 2% 1% 1% 1%
7%
28%
46%
21%
17% 19%
3% 3% 1% 1% 4% 4%
9% 7%
1%
Hanoi
HCM
Brand image – Premier beer
Q. What are the brand that is applicable to….
Hanoi
60% 21% 21% 20% 17%
HCM
70% 33% 30% 26% 20%
60%
21% 21% 20% 17% 15% 12%
8% 8% 7% 5% 5% 4% 4% 3%
70%
26% 30%
20%
2%
33%
7% 9%
2%
8% 6% 2% 4% 2% 1%
Heineken Tiger Budweiser Carlsberg Bia Hanoi Sapporo Bier Larue Corona Saigon
Special
San
Miguel
Beck 333 Saigon
Green
Saigon
Export
(Do)
Others
Hanoi
HCM
Brand image – Beer for adult
Q. What are the brand that is applicable to….
Hanoi
44% 39% 24% 18% 16%
HCM
57% 41% 22% 17% 16%
44%
39%
24%
18% 16%
13% 12% 9% 8% 8% 8% 6% 6% 4% 1%
57%
11%
41%
13% 16% 17%
6% 8%
3% 4% 2%
7%
22%
8%
4%
Heineken Bia Hanoi Tiger Carlsberg Budweiser 333 Bier Larue Saigon
Special
Halida Corona San
Miguel
Beck Sapporo Saigon
Green
Others:
Hanoi
HCM
Brand image – Beer for youth
Q. What are the brand that is applicable to….
Hanoi
43% 35% 24% 14% 13%
HCM
52% 49% 22% 19% 15%
43%
35%
24%
14% 13% 13% 12% 11% 10% 8% 8% 7% 5% 3% 2%
52%
6%
49%
19%
14% 15% 13%
4% 5% 5%
22%
7% 6% 3% 5%
Heineken Bia Hanoi Tiger Saigon
Special
333 Saigon
Green
Budweiser Halida Carlsberg Bier Larue Sapporo Corona Beck San
Miguel
Others
Hanoi
HCM
Brand image – Beer for ladies
Q. What are the brand that is applicable to….
Hanoi
24% 21% 15% 15% 13%
HCM
34% 27% 19% 15% 13%
24%
21%
15% 15% 13% 13% 11% 11% 10% 10% 9% 8% 7% 7%
4%4%
34%
13%
15%
8% 7%
11%
7%
27%
5%
19%
6%
11% 10%
5%
Bia Hanoi Heineken Budweiser Corona Saigon
333
Bier Larue Saigon
Green
Beck Tiger Halida Sapporo San
Miguel
Saigon
Special
None of
the above
Others
Hanoi
HCM
Brand image – Beer for special occasions
Q. What are the brand that is applicable to….
Hanoi
56% 28% 23% 17% 17%
HCM
69% 42% 22% 15% 12%
56%
28%
23%
17% 17%
11% 10% 10% 9% 8% 8% 6% 5% 5% 2%
69%
4%
42%
12% 15%
7%
2%
22%
11% 9% 7% 6% 4% 4% 1%
Heineken Bia Hanoi Tiger Carlsberg Budweiser Corona Halida Sapporo 333 Saigon
Special
Bier Larue Saigon
Green
San
Miguel
Beck Others
Hanoi
HCM
Brand image – Beer for home drink
Q. What are the brand that is applicable to….
Hanoi
73% 33% 18% 18% 14%
HCM
52% 42% 29% 20% 16%
73%
33%
18% 18% 14% 13%
9% 6% 5% 4% 4% 3% 3% 3% 1%
5%
42%
29%
52%
2%
20% 16%
3% 4% 4%
15%
2%
8%
3% 1%
Bia Hanoi Heineken 333 Tiger Halida Saigon
Special
Saigon
Green
Budweiser Bier Larue Carlsberg Saigon
Export
(Do)
Corona Sapporo Beck Others
Hanoi
HCM
Brand image – Brand with strong promoter girl presence
Q. What are the brand that is applicable to….
Hanoi
56% 31% 29% 17% 13%
HCM
52% 44% 40% 13% 11%
56%
31% 29%
17%
13% 11% 10% 9% 8% 7% 5% 4% 4% 2% 1%
52%
6%
44%
7% 8%
13%
9%
2%
40%
6%
11%
2%
8%
4% 1%
Heineken Bia Hanoi Tiger Carlsberg Saigon
333
Budweiser Bier Larue Halida Sapporo Saigon
Special
Saigon
Green
Corona San
Miguel
Beck Others
Hanoi
HCM
Beer brand image - reference
Premium / Affordable image by household income
56%
26% 23% 22%
16% 14%
73%
23% 25% 26%
6%
21%
69%
21%
30%
24%
6%
26%
Heineken Tiger Budweiser Sapporo Bia Hanoi Carlsberg
40%
27% 26%
20%
17%
13%
31%
27% 28%
15% 17%
21%
28%
41%
29%
11% 12%
21%
Bia Hanoi Tiger Heineken 333 Saigon Green Saigon Special
Under 10M HHI 10-20M HHI Above 20M HHI
Heineken is considered to be
premium brand regardless of
the income. Carlsberg and
Budweiser are considered to
be premium among high
gainers.
Bia Hanoi is an affordable
friends for low incomes, while
high incomers consider tiger as
affordable beer
Premium Beer
Affordable Beer
BEER FOR YOUTH BEER FOR ADULT BEER FOR LADIES
40%
28% 27%
19%
16% 14%
58%
34%
27%
13%
16% 14%
58%
37%
20%
12%
16% 15%
18-24 25-29 30-39
45%
33%
26%
11% 12%
16%
51%
41%
19%
21%
17%
9%
47%
38%
14%
19% 18% 18%
18-24 25-29 30-39
27%
16%
20%
12%
18%
14%
27%
21%
11%
16%
11%
14%
Male Female
Gender & age image by household income
Youth consider Saigon Green as
“youth beer” while more elderlies
regard Tiger or Heineken as the
one
The ratio of Tiger and Heineken is
higher as age goes up.
Male considers Corona and
Budweiser, although female does
not consider them as beer for
themselves
Beer brand image by profile
Our method
We use the following 5 criteria based on the profile and drinking behaviors to
see the audience federation with the brand
Gender Age Location
Household income Drinking frequency
Brand image - Heineken
58%
50%
33%
Drink (in
past 6
month)
Drink often
(up to 3)
Top-of-mind
Brand recognition
60% 56% 56%
44% 43%
38%
33%
27%
21%
70% 69%
52%
57%
52%
43% 42%
28%
34%
Premium Special
occasion
beer
Many PGs Beer for
adult
Beer for
youth
Best taste Home drink
beer
Good
economical
beer
Beer for
ladies
Brand image Hanoi
HCM
41%
34%
43%
46%
39%
42%
38%
43%
34%
40%
50%
40%
45%
41%
Fan demographics
Total 18 - 24 25 - 29 30 - 39 Male
Female Hanoi HCM Under 10M HHI 10-20M HHI
20M HHI Light drinker Mid drinker Heavy drinker
Brand image - Tiger
49%
39%
23%
Drink (in
past 6
month)
Drink often
(up to 3)
Top-of-mind
Brand recognition
18%
24%
16%
29%
23% 24%
10%
21%
8%
52% 49% 46% 44% 42% 41%
27% 26%
21%
Home drink For youth Affordable
but good
PG
everywhere
Special
occasions
For adult For ladies Premium Best taste
Brand image Hanoi
HCM
14% 15%
17%
11%
14% 15%
8%
21%
15% 15%
13%
17%
20%
9%
Fan demographics
Total 18 - 24 25 - 29 30 - 39 Male
Female Hanoi HCM Under 10M HHI 10-20M HHI
20M HHI Light drinker Mid drinker Heavy drinker
Brand image - Beer Hanoi
42%
38%
23%
Drink (in
past 6
month)
Drink often
(up to 3)
Top-of-mind
Brand recognition
73%
60%
39% 35% 31% 28% 24% 21% 17%
5% 7% 11% 6% 6% 4% 4% 1% 2%
Home drink Affordable
but good
For adult For youth PG
everywhere
Special
occasions
For ladies Best taste Premium
Brand image Hanoi
HCM
11%
16%
6%
8%
12%
10%
21%
1%
14%
9%
8%
14%
4%
12%
Fan demographics
Total 18 - 24 25 - 29 30 - 39 Male
Female Hanoi HCM Under 10M HHI 10-20M HHI
20M HHI Light drinker Mid drinker Heavy drinker
Brand image – Saigon Special
23%
17%
2%
Drink (in
past 6
month)
Drink often
(up to 3)
Top-of-mind
Brand recognition
16%
13% 14%
7% 8% 9%
7% 6%
8%
21% 20% 19%
11%
9% 8%
6% 5%
2%
Affordable
but good
Home drink For youth For ladies Special
occasions
For adult PG
everywhere
Best taste Premium
Brand image Hanoi
HCM
6%
4%
6%
7% 8%
4%
6%
5% 4%
9%
4% 3%
5%
7%
Fan demographics
Total 18 - 24 25 - 29 30 - 39 Male
Female Hanoi HCM Under 10M HHI 10-20M HHI
20M HHI Light drinker Mid drinker Heavy drinker
Brand image – Saigon Green
20%
13%
2%
Drink (in
past 6
month)
Drink often
(up to 3)
Top-of-mind
Brand recognition
13%
9%
13%
5%
11%
4%
6%
4% 4%
19%
16% 15%
11% 11%
8%
6%
4% 4%
Affordable
but good
Home drink For youth PG
everywhere
For ladies For adult Special
occasions
Premium Best taste
Brand image Hanoi
HCM
4% 4%
3%
4%
5%
2%
4% 4% 3%
4%
4%
3%
2%
6%
Fan demographics
Total 18 - 24 25 - 29 30 - 39 Male
Female Hanoi HCM Under 10M HHI 10-20M HHI
20M HHI Light drinker Mid drinker Heavy drinker
Brand image – Saigon 333
18%
10%
5%
Drink (in
past 6
month)
Drink often
(up to 3)
Top-of-mind
Brand recognition
18%
13% 15% 13%
9%
13% 13%
6% 5%
29%
17% 17%
14%
11%
8% 8%
3% 2%
Home drink For adult Affordable
but good
For youth Special
occasions
For ladies PG
everywhere
Best taste Premium
Brand image Hanoi
HCM
5%
7%
5%
2%
4%
5%
6%
3%
8%
1%
4%
3%
6%
5%
Fan demographics
Total 18 - 24 25 - 29 30 - 39 Male
Female Hanoi HCM Under 10M HHI 10-20M HHI
20M HHI Light drinker Mid drinker Heavy drinker
Q&Me – About Online Market Research Services
Our Solution
Survey is conducted via mobile phone and the data is processed real-time
Affordable Quick High quality
Takes 24 - 48 hours for
most surveys, proving
real-time analysis
Superb real-time
analysis for flexible and
accurate data collection
1/3 of the competitor
pricing
Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 250,000 members as of Aug, 2017
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City
Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 250,000 members as of Aug, 2017
Married Status Household income Smartphone ownership
Single,
72%
Married
, 25%
Others,
3%
26%
24%
14%
15%
9%
5%
3%
4%
< 5M VND
5 - 7.5M VND
7.5 - 10M VND
10 - 15M VND
15 - 20M VND
20M-30M
30-40M
<40M
27%
25%
18%
8%
8%
6%
15%
18%
Apple
Samsung
Nokia
LG
Asus
Sony
Others
Do not own

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Beer brand image analysis in Vietnam

  • 1. Beer brand image analysis in Vietnam Asia Plus Inc.
  • 2. This survey is conducted to understand recognition and images of beer brands towards Vietnamese customer segmentation in terms of their social media activeness and drinking behaviors. The survey was conducted to 485 respondents from 18-39 in both Ha Noi and Ho Chi Minh City in August 2017. Objective
  • 4. Beer drinking frequency – By profile Everyday 3 - 4 times/week 1 - 2 times/week Once/week 2 - 3 times / month Once/month Less than one / month I don't drink beer Total 3% 10% 18% 10% 13% 9% 15% 22% 18-24 4% 8% 13% 9% 11% 12% 18% 26% 25-29 1% 10% 19% 14% 15% 9% 14% 17% 30-39 4% 13% 23% 8% 12% 5% 11% 23% Male 4% 16% 24% 11% 11% 11% 10% 12% Female 3% 4% 12% 10% 14% 7% 19% 31% Hanoi 5% 13% 19% 11% 9% 10% 17% 16% HCM 2% 7% 16% 10% 16% 7% 13% 29% 78% are beer drinkers with 41% are regular drinkers who drink beer once/week or more. Adults (20s-30s) and male tend to be frequent drinkers. Q. How often do you drink beer?
  • 5. Drinking tolerance Total 18-24 25-29 30-39 Male Female Light drinker Mid drinker Heavy drinker Very weak 7% 9% 3% 9% 5% 10% 19% 3% 1% Weak 18% 17% 21% 16% 10% 28% 24% 28% 6% Average 53% 51% 56% 54% 58% 49% 50% 59% 53% Strong 16% 16% 16% 17% 22% 9% 3% 8% 31% Very strong 4% 5% 2% 3% 5% 3% 2% 1% 7% Average score 2.9 2.9 2.9 2.8 3.1 2.6 2.4 2.7 330% 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Male and regular drinkers seem to be high on alcohol tolerance. Q. How strong are you with alcohols?
  • 6. Beer drinking location – All At home Street vendors Restaurant Karaoke Events Beer club / Beer garden Bar / pub Others: Total 71% 65% 44% 39% 28% 18% 13% 1% Most 41% 40% 11% 1% 3% 3% 1% % People tend to drink beer at home and in street vendors (quan nhau) most often. Q. Where do you usually drink beer?
  • 7. Beer drinking location – By profile At home Street vendors Restaurant Karaoke Events Beer club / Beer garden Bar / pub Others: Total 71% 65% 44% 39% 28% 18% 13% 1% 18-24 71% 57% 36% 28% 22% 10% 12% 1% 25-29 73% 73% 43% 52% 36% 26% 18% 0% 30-39 69% 66% 54% 38% 27% 21% 10% 1% Male 65% 73% 45% 43% 28% 22% 13% 1% Female 78% 55% 42% 34% 28% 14% 14% 1% Hanoi 73% 56% 42% 32% 22% 16% 9% 0% HCM 69% 75% 46% 47% 35% 21% 19% 2% Street vendors (quan nhau) seem to be more popular in HCM than in Hanoi. Q. Where do you usually drink beer?
  • 8. Beer brand image association
  • 9. Smartphone make in use Q. What is the brand of the smartphone that you currently use? Apple is dominantly used by users, followed by Samsung. 54% 32% 9% 9% 6% 4% 3% 2% 2% 1% 1% 1% 1% 1% 2%
  • 10. Beer brand recognition and usage - All Heine ken Tiger Bia Hanoi Saigo n Speci al Saigo n Green 333 Sapp oro Budw eiser Halid a Bier Larue Carls berg Saigo n Expor t (Do) Beck Coron a San Migue l Other s: Desp erado s Drink (in past 6 month) 58% 49% 42% 23% 20% 18% 14% 9% 6% 6% 6% 6% 4% 4% 1% 1% % Drink often (up to 3) 50% 39% 38% 17% 13% 10% 7% 5% 4% 2% 2% 4% 2% 2% % % 0% Top-of-mind 33% 23% 23% 2% 2% 5% 1% 1% 1% 0% 0% 0% 0% 1% 0% 0% 0% Heineken, Tiger and Hanoi are top 3 brands in terms of recognition and usage. Saigon sub-brands are followed in the top 6 brands. Q. What following beer brands have you drunk for the past 06 months? What following beer brands have you drunk the MOST? (up to 3)
  • 12. 9 criteria for beer brand images Best taste Good economical beer Premium Beer for adult Beer for youth Beer for ladies Special occasions Beer for home drink Strong PG presence * Best taste is single answer and others are multiple answers
  • 13. Brand image summary - Hanoi Heineken Bia Hanoi Tiger Saigon Special 333 Budweiser Saigon Green Carlsberg Corona Halida Sapporo Best taste 38% 21% 8% 6% 6% 5% 4% 2% 2% 2% 2% Good economical 27% 60% 16% 16% 15% 5% 13% 4% 3% 10% 1% Premium 60% 17% 21% 8% 5% 21% 4% 20% 8% 3% 15% For adult 44% 39% 24% 9% 13% 16% 4% 18% 8% 8% 6% For youth 43% 35% 24% 14% 13% 12% 13% 10% 7% 11% 8% For ladies 21% 24% 10% 7% 13% 15% 11% 6% 15% 10% 9% Special occasions 56% 28% 23% 8% 9% 17% 6% 17% 11% 10% 10% Home drink 33% 73% 18% 13% 18% 6% 9% 4% 3% 14% 3% Many Promotion girls 56% 31% 29% 7% 13% 11% 5% 17% 4% 9% 8% Q. What are the brand that is applicable to….
  • 14. Brand image summary - HCM Heineken Tiger Sapporo Saigon Special Budweiser Saigon Green 333 Bier Larue Bia Hanoi San Miguel Saigon Export (Do) Best taste 43% 21% 7% 5% 4% 4% 3% 1% 1% 1% 1% Affordable but good 28% 46% 9% 21% 3% 19% 17% 4% 7% % 7% Premium 70% 26% 33% 2% 30% 4% 2% 7% 2% 8% 2% For adult 57% 41% 22% 8% 16% 8% 17% 6% 11% 2% 8% For youth 52% 49% 22% 19% 13% 15% 14% 5% 6% 3% 7% For ladies 34% 27% 19% 11% 13% 11% 8% 7% 4% 6% 4% Special occasions 69% 42% 22% 9% 15% 6% 11% 7% 4% 4% 3% Home drink 42% 52% 8% 20% 3% 16% 29% 4% 5% 2% 15% PG everywhere 52% 44% 40% 6% 13% 11% 8% 9% 6% 8% 3% Q. What are the brand that is applicable to….
  • 15. Brand image – Best taste Q. What are the brand that is applicable to…. Hanoi 38% 21% 8% 6% 6% HCM 43% 21% 7% 6% 4% 38% 21% 8% 6% 6% 5% 4% 2% 2% 2% 2% 4% 43% 1% 21% 5% 3% 4% 4% 0% 0% 0% 7% 9% Heineken Bia Hanoi Tiger Saigon Special 333 Budweiser Saigon Green Carlsberg Corona Halida Sapporo Others: Hanoi HCM
  • 16. Brand image – Good economical beer Q. What are the brand that is applicable to…. Hanoi 60% 27% 16% 16% 15% HCM 46% 28% 21% 19% 17% 60% 27% 16% 16% 15% 13% 10% 5% 4% 3% 2% 2% 1% 1% 1% 7% 28% 46% 21% 17% 19% 3% 3% 1% 1% 4% 4% 9% 7% 1% Hanoi HCM
  • 17. Brand image – Premier beer Q. What are the brand that is applicable to…. Hanoi 60% 21% 21% 20% 17% HCM 70% 33% 30% 26% 20% 60% 21% 21% 20% 17% 15% 12% 8% 8% 7% 5% 5% 4% 4% 3% 70% 26% 30% 20% 2% 33% 7% 9% 2% 8% 6% 2% 4% 2% 1% Heineken Tiger Budweiser Carlsberg Bia Hanoi Sapporo Bier Larue Corona Saigon Special San Miguel Beck 333 Saigon Green Saigon Export (Do) Others Hanoi HCM
  • 18. Brand image – Beer for adult Q. What are the brand that is applicable to…. Hanoi 44% 39% 24% 18% 16% HCM 57% 41% 22% 17% 16% 44% 39% 24% 18% 16% 13% 12% 9% 8% 8% 8% 6% 6% 4% 1% 57% 11% 41% 13% 16% 17% 6% 8% 3% 4% 2% 7% 22% 8% 4% Heineken Bia Hanoi Tiger Carlsberg Budweiser 333 Bier Larue Saigon Special Halida Corona San Miguel Beck Sapporo Saigon Green Others: Hanoi HCM
  • 19. Brand image – Beer for youth Q. What are the brand that is applicable to…. Hanoi 43% 35% 24% 14% 13% HCM 52% 49% 22% 19% 15% 43% 35% 24% 14% 13% 13% 12% 11% 10% 8% 8% 7% 5% 3% 2% 52% 6% 49% 19% 14% 15% 13% 4% 5% 5% 22% 7% 6% 3% 5% Heineken Bia Hanoi Tiger Saigon Special 333 Saigon Green Budweiser Halida Carlsberg Bier Larue Sapporo Corona Beck San Miguel Others Hanoi HCM
  • 20. Brand image – Beer for ladies Q. What are the brand that is applicable to…. Hanoi 24% 21% 15% 15% 13% HCM 34% 27% 19% 15% 13% 24% 21% 15% 15% 13% 13% 11% 11% 10% 10% 9% 8% 7% 7% 4%4% 34% 13% 15% 8% 7% 11% 7% 27% 5% 19% 6% 11% 10% 5% Bia Hanoi Heineken Budweiser Corona Saigon 333 Bier Larue Saigon Green Beck Tiger Halida Sapporo San Miguel Saigon Special None of the above Others Hanoi HCM
  • 21. Brand image – Beer for special occasions Q. What are the brand that is applicable to…. Hanoi 56% 28% 23% 17% 17% HCM 69% 42% 22% 15% 12% 56% 28% 23% 17% 17% 11% 10% 10% 9% 8% 8% 6% 5% 5% 2% 69% 4% 42% 12% 15% 7% 2% 22% 11% 9% 7% 6% 4% 4% 1% Heineken Bia Hanoi Tiger Carlsberg Budweiser Corona Halida Sapporo 333 Saigon Special Bier Larue Saigon Green San Miguel Beck Others Hanoi HCM
  • 22. Brand image – Beer for home drink Q. What are the brand that is applicable to…. Hanoi 73% 33% 18% 18% 14% HCM 52% 42% 29% 20% 16% 73% 33% 18% 18% 14% 13% 9% 6% 5% 4% 4% 3% 3% 3% 1% 5% 42% 29% 52% 2% 20% 16% 3% 4% 4% 15% 2% 8% 3% 1% Bia Hanoi Heineken 333 Tiger Halida Saigon Special Saigon Green Budweiser Bier Larue Carlsberg Saigon Export (Do) Corona Sapporo Beck Others Hanoi HCM
  • 23. Brand image – Brand with strong promoter girl presence Q. What are the brand that is applicable to…. Hanoi 56% 31% 29% 17% 13% HCM 52% 44% 40% 13% 11% 56% 31% 29% 17% 13% 11% 10% 9% 8% 7% 5% 4% 4% 2% 1% 52% 6% 44% 7% 8% 13% 9% 2% 40% 6% 11% 2% 8% 4% 1% Heineken Bia Hanoi Tiger Carlsberg Saigon 333 Budweiser Bier Larue Halida Sapporo Saigon Special Saigon Green Corona San Miguel Beck Others Hanoi HCM
  • 24. Beer brand image - reference
  • 25. Premium / Affordable image by household income 56% 26% 23% 22% 16% 14% 73% 23% 25% 26% 6% 21% 69% 21% 30% 24% 6% 26% Heineken Tiger Budweiser Sapporo Bia Hanoi Carlsberg 40% 27% 26% 20% 17% 13% 31% 27% 28% 15% 17% 21% 28% 41% 29% 11% 12% 21% Bia Hanoi Tiger Heineken 333 Saigon Green Saigon Special Under 10M HHI 10-20M HHI Above 20M HHI Heineken is considered to be premium brand regardless of the income. Carlsberg and Budweiser are considered to be premium among high gainers. Bia Hanoi is an affordable friends for low incomes, while high incomers consider tiger as affordable beer Premium Beer Affordable Beer
  • 26. BEER FOR YOUTH BEER FOR ADULT BEER FOR LADIES 40% 28% 27% 19% 16% 14% 58% 34% 27% 13% 16% 14% 58% 37% 20% 12% 16% 15% 18-24 25-29 30-39 45% 33% 26% 11% 12% 16% 51% 41% 19% 21% 17% 9% 47% 38% 14% 19% 18% 18% 18-24 25-29 30-39 27% 16% 20% 12% 18% 14% 27% 21% 11% 16% 11% 14% Male Female Gender & age image by household income Youth consider Saigon Green as “youth beer” while more elderlies regard Tiger or Heineken as the one The ratio of Tiger and Heineken is higher as age goes up. Male considers Corona and Budweiser, although female does not consider them as beer for themselves
  • 27. Beer brand image by profile
  • 28. Our method We use the following 5 criteria based on the profile and drinking behaviors to see the audience federation with the brand Gender Age Location Household income Drinking frequency
  • 29. Brand image - Heineken 58% 50% 33% Drink (in past 6 month) Drink often (up to 3) Top-of-mind Brand recognition 60% 56% 56% 44% 43% 38% 33% 27% 21% 70% 69% 52% 57% 52% 43% 42% 28% 34% Premium Special occasion beer Many PGs Beer for adult Beer for youth Best taste Home drink beer Good economical beer Beer for ladies Brand image Hanoi HCM 41% 34% 43% 46% 39% 42% 38% 43% 34% 40% 50% 40% 45% 41% Fan demographics Total 18 - 24 25 - 29 30 - 39 Male Female Hanoi HCM Under 10M HHI 10-20M HHI 20M HHI Light drinker Mid drinker Heavy drinker
  • 30. Brand image - Tiger 49% 39% 23% Drink (in past 6 month) Drink often (up to 3) Top-of-mind Brand recognition 18% 24% 16% 29% 23% 24% 10% 21% 8% 52% 49% 46% 44% 42% 41% 27% 26% 21% Home drink For youth Affordable but good PG everywhere Special occasions For adult For ladies Premium Best taste Brand image Hanoi HCM 14% 15% 17% 11% 14% 15% 8% 21% 15% 15% 13% 17% 20% 9% Fan demographics Total 18 - 24 25 - 29 30 - 39 Male Female Hanoi HCM Under 10M HHI 10-20M HHI 20M HHI Light drinker Mid drinker Heavy drinker
  • 31. Brand image - Beer Hanoi 42% 38% 23% Drink (in past 6 month) Drink often (up to 3) Top-of-mind Brand recognition 73% 60% 39% 35% 31% 28% 24% 21% 17% 5% 7% 11% 6% 6% 4% 4% 1% 2% Home drink Affordable but good For adult For youth PG everywhere Special occasions For ladies Best taste Premium Brand image Hanoi HCM 11% 16% 6% 8% 12% 10% 21% 1% 14% 9% 8% 14% 4% 12% Fan demographics Total 18 - 24 25 - 29 30 - 39 Male Female Hanoi HCM Under 10M HHI 10-20M HHI 20M HHI Light drinker Mid drinker Heavy drinker
  • 32. Brand image – Saigon Special 23% 17% 2% Drink (in past 6 month) Drink often (up to 3) Top-of-mind Brand recognition 16% 13% 14% 7% 8% 9% 7% 6% 8% 21% 20% 19% 11% 9% 8% 6% 5% 2% Affordable but good Home drink For youth For ladies Special occasions For adult PG everywhere Best taste Premium Brand image Hanoi HCM 6% 4% 6% 7% 8% 4% 6% 5% 4% 9% 4% 3% 5% 7% Fan demographics Total 18 - 24 25 - 29 30 - 39 Male Female Hanoi HCM Under 10M HHI 10-20M HHI 20M HHI Light drinker Mid drinker Heavy drinker
  • 33. Brand image – Saigon Green 20% 13% 2% Drink (in past 6 month) Drink often (up to 3) Top-of-mind Brand recognition 13% 9% 13% 5% 11% 4% 6% 4% 4% 19% 16% 15% 11% 11% 8% 6% 4% 4% Affordable but good Home drink For youth PG everywhere For ladies For adult Special occasions Premium Best taste Brand image Hanoi HCM 4% 4% 3% 4% 5% 2% 4% 4% 3% 4% 4% 3% 2% 6% Fan demographics Total 18 - 24 25 - 29 30 - 39 Male Female Hanoi HCM Under 10M HHI 10-20M HHI 20M HHI Light drinker Mid drinker Heavy drinker
  • 34. Brand image – Saigon 333 18% 10% 5% Drink (in past 6 month) Drink often (up to 3) Top-of-mind Brand recognition 18% 13% 15% 13% 9% 13% 13% 6% 5% 29% 17% 17% 14% 11% 8% 8% 3% 2% Home drink For adult Affordable but good For youth Special occasions For ladies PG everywhere Best taste Premium Brand image Hanoi HCM 5% 7% 5% 2% 4% 5% 6% 3% 8% 1% 4% 3% 6% 5% Fan demographics Total 18 - 24 25 - 29 30 - 39 Male Female Hanoi HCM Under 10M HHI 10-20M HHI 20M HHI Light drinker Mid drinker Heavy drinker
  • 35. Q&Me – About Online Market Research Services
  • 36. Our Solution Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection 1/3 of the competitor pricing
  • 37. Our Advantage: Direct Panel Management Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 250,000 members as of Aug, 2017 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% Age 19% 18% 6% 4%3%3% 47% HCM Hanoi Can Tho Da Nang Hai Phong Dong Nhai Others 56% 44% Male Female Gender City
  • 38. Our Advantage: Direct Panel Management Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 250,000 members as of Aug, 2017 Married Status Household income Smartphone ownership Single, 72% Married , 25% Others, 3% 26% 24% 14% 15% 9% 5% 3% 4% < 5M VND 5 - 7.5M VND 7.5 - 10M VND 10 - 15M VND 15 - 20M VND 20M-30M 30-40M <40M 27% 25% 18% 8% 8% 6% 15% 18% Apple Samsung Nokia LG Asus Sony Others Do not own
  • 39. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC, Vietnam Tel. +84 839 100 043