- The document summarizes the results of an online survey conducted in Vietnam about beer consumption. It tracked brand awareness, consumption habits, and preferences of Vietnamese beer drinkers over two quarters. - Key findings include a significant decrease in brand awareness for Saigon beer while Huda saw increased awareness. TV commercials and point of sale promotions were effective awareness channels. While Heineken remained the market leader, its share declined as local brands like Hanoi and Saigon gained share. - Factors like good flavor, being a trusted brand, and not causing headaches were the primary reasons Vietnamese chose particular beer brands. Heineken was seen as having good flavor and being trusted, while Hanoi beer appealed

1. QUARTERLY TRACKING STUDY ABOUT
BEER CONSUMPTION OF VIETNAMESE
BY DI-MARKETING (www.di-onlinesurvey.com)
August 2015

2. 2
SCOPE OF WORK
 The survey was conducted to track about beer consumption
of Vietnamese.
 Methodology: Online survey
 Fieldwork time:
• Quarter 1 (Q1): March 2015
• Quarter 2 (Q2): June 2015
 Sample size:
• Q1: N = 800
• Q2: N = 900
 Target respondent: Male/Female, drink beer in past 1 month
 Geography: Nationwide

3. 3
What is your age group?
N=1700
Q1=800 + Q2=900
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
48%
25%
26%
18-25
26-30
Over 30
27%
2%
3%
2%
20%
46%
Others
Can Tho
Da Nang
Hai Phong
Hanoi
Ho Chi Minh
4%
4%
6%
6%
11%
11%
26%
33%
Housewife
Job seeker/retired
Others
Worker
Engineer/doctor/teach…
Self-employed
Student
Office worker
50%
50%
Male
Female

4. 4
KEY FINDINGS
• There is a significant decrease in brand awareness of Saigon beer by 12%,
while Huda is doing well since its brand awareness level increased by 11%
• TVC and point of sales are effective channels to leverage brand awareness
• From Q1 to Q2 Heineken still be the beer market leader with 30% market
share, however this brand loses 2% to others
• Foreign brands such as Heineken, Tiger, Sapporo lose market share to local
brand like Hanoi and Saigon beer
• There is a slight increase in beer drinking frequency and volume consumption
of Vietnamese beer drinkers by 0.8 time and 0.2 bottle respectively
• Good flavor, trusted brand and don’t cause headache are main reasons for
choosing a beer brand
• Heineken gains highest consumers’ satisfaction level as well as loyalty
• Half of beer drinkers will go to Karaoke after drinking beer for 2nd ground

5. 5
HUDA GAINS HIGHEST INCREASE IN BRAND AWARENESS
WITH 11% WHILE SAIGON BEER LOSES 12%
What beer brands are you aware of?
Total N=1700
Q1=800, Q2=900
5%
8%
9%
14%
22% 23%
26%
42%
46%
48%
50%
58%
83%
84%
86%
2% 0%
7% 7%
15%
17%
22%
32%
40% 39% 39%
49%
59%
95%
83%
85%
91%
4% 4%
8%
11%
19% 20%
24%
37%
43% 44% 45%
54%
89%
84%
86%
90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total
Q2
Q1
Total (Q1+Q2)
3%
8%
3%
7%
7%
6%
4%
10%
6%
9%
11%
9%
-1%
-12%
1%
1%
-1%
Others
Desperados
Beck's
Corrona
Sagota
Budweiser
White Lion
Larue
Carlsberg
Halida
Huda
Bia Hà Nội
Sapporo
Saigon
333
Tiger
Heineken
Total-Net Win/Loss

6. 6
3%
8%
11%
16%
21%
34%
28%
44% 44%
32%
38%
35%
83%
92%
2% 0%
10% 10%
21%
28%
27%
35%
40%
28%
31%
31%
74%
100%
90%
93%
3% 4%
11%
13%
21%
31%
28%
40%
42%
30%
35% 33%
91%
87%
91%
94%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HCMC
Q2
Q1
Q2+Q1
SUPRISINGLY SAIGON BEER IS LOSING ITS BRAND
AWARENESS ON PLACE WHERE IT WAS BORN
What beer brands are you aware of?
Q2 - N=900
Q1 - N=800
2%
8%
0%
5%
0%
6%
1%
9%
4%
4%
7%
4%
2%
-17%
0%
1%
1%
Others
Desperados
Beck's
Corrona
Sagota
Budweiser
White Lion
Larue
Carlsberg
Halida
Huda
Bia Hà Nội
Sapporo
Saigon
333
Tiger
Heineken
HCM-Net Win/Loss
Saigon beer should review its marketing strategy and take immediate action to expose
its brand to the public more in order to gain back its brand awareness

7. 7
5%
12% 11%
20%
17%
16%
21%
26%
49%
69%
65%
91%
79%
79%
3% 0%
2%
5%
5%
7%
11% 13%
50%
66%
44%
90%
42%
74%
74%
85%
5%
7% 8%
14% 12% 12%
17%
21%
50%
68%
57%
90%
77%77% 77%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Hanoi
Q2
Q1
Q2+Q1
What beer brands are you aware of?
HANOI BEER REMAINS ITS HIGH BRAND AWARENESS LEVEL
WHILE HUDA GETS HIGHEST GROWTH OVER 1ST HALF YEAR
Q2 - N=900
Q1 - N=800
2%
12%
9%
15%
12%
9%
10%
13%
0%
3%
21%
1%
4%
5%
2%
4%
-4%
Others
Desperados
Beck's
Corrona
Sagota
Budweiser
White Lion
Larue
Carlsberg
Halida
Huda
Bia Hà Nội
Sapporo
Saigon
333
Tiger
Heineken
Hanoi-Net Win/Loss

8. 8
7%
5%
7% 8%
27%
12%
26%
48% 47%
57% 57%
68%
86%
84%
2% 0%
3%
4%
12%
6%
19%
36%
36%
45%
48%
58%
46%
97%
82%
90%
5%
3%
5% 6%
20%
9%
23%
42% 42%
51%
53%
63%
91%
83% 83%
90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Others
Q2
Q1
Q2+Q1
SAGOTA HAS STRONGEST GROWTH IN BRAND AWARENESS
WHILE SAIGON STILL LOSES ITS BRAND RECOGNITION
What beer brands are you aware of?
Q2 - N=900
Q1 - N=800
5%
5%
4%
4%
15%
6%
7%
12%
11%
12%
10%
10%
-2%
-11%
4%
2%
0%
Others
Desperados
Beck's
Corrona
Sagota
Budweiser
White lion
Larue
Carlsberg
Halida
Huda
Bia Hà Nội
Sapporo
Saigon
333
Tiger
Heineken
Others - Net Win/Loss

9. 9
5%
27%
37%
46%
59%
59%
74%
7%
35%
37%
41%
52%
54%
60%
66%
68%
70%
Others
Sale person introduce the
brand to me
Outdoor ads (banner,
bilboard,…)
Online Ads (Website,
facebook, forums….)
Ads on
newspaper/magazine
Friends /family
recommendation
I saw many people drink
that brand
See the brand in many
restaurants
Point of sales (
supermarket, convenient
stores,ect)
TV commercials
Total
3%
28%
32%
44%
53%
49%
58%
61%
67%
5%
37%
33%
34%
46%
53%
59%
63%
67%
67%
Ho Chi Minh
5%
23%
40%
48%
55%
52%
61%
58%
80%
10%
36%
41%
47%
54%
57%
61%
65%
63%
73%
Hanoi
7%
27%
43%
48%
49%
55%
59%
57%
81%
7%
31%
40%
47%
57%
52%
60%
72%
72%
73%
Others
Q2
Q1
TVC AND POINT OF SALES ARE EFFETIVE CHANNELS TO
LEVERAGE BRAND AWARENESS
How do you know about those brands?
Q2 - N=900
Q1 - N=800

10. 10
1%
1% 1% 1% 2%
3%
11%
13% 15%
19%
30%
3%
2%
13%
10%
18%
15%
32%
1%
1% 1%
1%
2%
2%
3%
12%
11%
17%
17%
31%
0%
5%
10%
15%
20%
25%
30%
35%
Total
Q2
Q1
Q2+Q1
OVER PAST 2 QUARTERS, HEINEKEN STILL BE THE MARKET
LEADER HOWEVER, IT LOSES 2% MARKET SHARE TO OTHERS
What beer brand do you most drink the most frequent?
-0.1%
-0.2%
0.4%
0.3%
0.0%
-1.8%
0.0%
1.2%
-1.9%
2.8%
-2.9%
4.5%
-2.2%
Others
Carlsberg
Sagota
Budweiser
Halida
Sapporo
Huda
Larue
333
Saigon
Tiger
Bia Hà Nội
Heineken
Total - Net Win/Loss
Hanoi Beer has the strongest growth since it have gained more 4.5% market share
Q2 - N=900
Q1 - N=800

11. 11
0%
1%
2% 0% 1%
14%
15%
24%
0%
40%
1% 0%
5%
15%
12%
26%
38%
2%
1%
3%
1%
15%
14%
25%
39%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Ho Chi Minh
Q2
Q1
Q2+Q1
333, TIGER AND SAPPORO LOSE ITS MARKET SHARES TO
SAIGON AND HEINEKEN IN HO CHI MINH MARKET
Even brand awareness of Saigon beer drops down significantly, it still gains more 3.2%
market share
What beer brand do you most drink the most frequent?
Q2 - N=900
Q1 - N=800
-0.5%
-0.2%
0.2%
0.5%
-0.2%
-2.8%
0.2%
0.7%
-1.7%
3.2%
-2.2%
0.0%
2.8%
Others
Carlsberg
Sagota
Budweiser
Halida
Sapporo
Huda
Larue
333
Saigon
Tiger
Bia Hà Nội
Heineken
HCMC - Net Win/Loss

12. 12
SURPRISINGLY, HANOI BEER LOSES ITS MARKET SHARE TO
SAIGON AND 333 BRANDS IN HANOI MARKET
What beer brand do you most drink the most frequent?
0%
1% 1%
4%
2%
2% 0%
9%
6%
4%
49%
20%
3%
0% 0%
3%
4%
6%
2%
6%
52%
21%
3%
8%
5% 5%
50%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
Hanoi
Q2
Q1
Q2+Q1
0.0%
-0.6%
1.1%
0.5%
1.0%
0.0%
-2.5%
0.0%
3.5%
3.5%
-2.0%
-2.6%
-1.9%
Others
Carlsberg
Sagota
Budweiser
Halida
Sapporo
Huda
Larue
333
Saigon
Tiger
Bia Hà Nội
Heineken
Hanoi - Net Win/Loss
Q2 - N=900
Q1 - N=800

13. 13
HEINEKEN LOSES 6% ITS MARKET SHARE IN OTHERS
PROVINCES
What beer brand do you most drink the most frequent?
2%
0% 1% 1%
4%
8%
9%
13%
11%
27%
22%
1%
1%
2%
2%
6%
13%
10%
13%
20%
29%
0% 0%
1%
2%
7%
11%
12% 12%
24%
25%
0%
5%
10%
15%
20%
25%
30%
Others
Q2
Q1
Q2+Q1
0.8%
-0.4%
0.3%
0.0%
-0.9%
-1.3%
0.4%
2.5%
-3.6%
3.1%
-1.5%
6.6%
-6.1%
Others
Carlsberg
Sagota
Budweiser
Halida
Sapporo
Huda
Larue
333
Saigon
Tiger
Bia Hà Nội
Heineken
Others - Net Win/Loss
Q2 - N=900
Q1 - N=800
Hanoi beer is doing very well in other provinces since it has gained more 7% share

14. 14
Heineken
Bia Hà Nội
Tiger
Saigon
333
Larue
Sapporo
Halida
Awareness
Low
Low
High
High
Usage
What beer brands are you aware of?
What beer brand do you most drink the most frequent?
HEINEKEN LEAVES OTHER PLAYERS FAR BEHIND IN TERM OF
BRAND AWARENESS AND USAGE
Premium
Medium-high
Niche
Q2 - N=900

15. 15
GOOD FLAVOR, TRUSTED BRAND AND DON’T CAUSE
HEADACHE ARE MAIN REASONS FOR CHOOSING THE BRAND
What are the reasons for choosing that beer brand?
Q2 - N=900
9%
10%
12%
13%
14%
16%
25%
30%
33%
34%
38%
42%
43%
52%
Ceblerity represent that brand
Foreign brand
Brand can not be faked
Frequently have sales/promotion
Love the the advertising
Nice packaging
Vietnamese brand
That brand don't cause digestive problem
Friends /family recommendation
Good price
Many people drink that brand
That brand don't cause headache
Trusted brand
Good flavor
Total

16. 16
13%
18%
16%
14%
20%
25%
8%
32%
33%
19%
36%
48%
52%
60%
Ceblerity represent that brand
Foreign brand
Brand can not be faked
Frequently have sales/promotion
Love the the advertising
Nice packaging
Vietnamese brand
That brand don't cause digestive problem
Friends /family recommendation
Good price
Many people drink that brand
That brand don't cause headache
Trusted brand
Good flavor
Heineken
N=275
TIGER = GOOD FLAVOR + NOT HEADACHE + GOOD PRICE
HEINEKEN = GOOD FLAVOR +TRUSTED BRAND + NOT HEADACHE
What are the reasons for choosing that beer brand?
N=140
7%
9%
11%
8%
10%
17%
4%
31%
34%
40%
31%
43%
39%
49%
Tiger

17. 17
7%
3%
12%
14%
9%
8%
47%
32%
31%
41%
42%
32%
44%
55%
Ceblerity represent that brand
Foreign brand
Brand can not be faked
Frequently have sales/promotion
Love the the advertising
Nice packaging
Vietnamese brand
That brand don't cause digestive problem
Friends /family recommendation
Good price
Many people drink that brand
That brand don't cause headache
Trusted brand
Good flavor
Bia Hà Nội
N=179
HANOI BEER = GOOD FLAVOR + VIETNAMESE BRAND + TRUSTED
SAIGON BEER = NOT HEADACHE + GOOD FLAVOR
What are the reasons for choosing that beer brand?
N=117
6%
3%
5%
3%
9%
11%
44%
29%
36%
41%
39%
49%
37%
47%
Saigon

18. 18
2%
4%
9%
11%
13%
7%
39%
21%
31%
39%
39%
28%
35%
30%
Ceblerity represent that brand
Foreign brand
Brand can not be faked
Frequently have sales/promotion
Love the the advertising
Nice packaging
Vietnamese brand
That brand don't cause digestive problem
Friends /family recommendation
Good price
Many people drink that brand
That brand don't cause headache
Trusted brand
Good flavor
333
6%
3%
3%
22%
6%
6%
25%
22%
31%
44%
50%
41%
28%
41%
Larue
333 = GOOD PRICE + VIETNAMESE BRAND + POPULARITY
LARUE = GOOD FLAVOR + GOOD PRICE + POPULARITY
What are the reasons for choosing that beer brand?
N=103 N=32

19. 19
DRINKING BEER FREQUENCY HAVE BEEN INCREASED BY
0.8 TIME FROM QUARTER 1 TO QUARTER 2
How often do you drink beer in last month?
Q2
N=900
Q1
N=800
6.7 8.2 5.4 5.9 7.9 4.0Mean
6% 8% 5%
7%
8%
5%
21%
28%
15%
18%
20%
16%
25%
25%
25%
23%
11%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
4% 5% 2%
7%
9%
4%
19%
31%
7%
18%
17%
19%
28%
23%
33%
24%
14%
34%
Total Male Female
Once/month
2-3 times/month
Once/week
2-3 times/week
4-6 times/week
Everyday

20. 20
How often do you drink beer in last month?
Q2
N=900
Q1
N=800
6.7 5.3 6.6 9.1 5.9 4.2 6.3 8.0Mean
OVER 30 GROUP DRINK BEER THE MOST FREQUENT
18-25 & OVER 30 INCREASES FREQUENCY THE MOST BY 1.1 TIME
6% 3% 5%
12%
7%
6%
7%
8%
21%
16%
22%
30%
18%
18%
19%
17%
25%
29%
24%
18%
23%
28%
22%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
4% 2% 3% 7%
7%
4%
8%
10%
19%
12%
21%
26%
18%
17%
20%
18%
28%
32%
28%
24%
24%
34%
20%
15%
Total 18-25 26-30 Over 30
Once/month
2-3 times/month
Once/week
2-3 times/week
4-6 times/week
Everyday

21. 21
OVER 1ST 2 QUARTERS, BEER CONSUMPTION HAS INCREASED
BY 0.2 BOTTLE PER DRINKING TIME
How many beers have you drink each time on average?
Q2
N=900
Q1
N=800
2.9 3.7 2.1 2.7 3.5 1.9Mean
33%
15%
50%
40%
43%
38%
17%
26%
8%5%
8%
2%3%
5%
0%2% 4% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
37%
17%
56%
39%
42%
35%
16%
26%
6%6%
11%
1%2% 3%
0%1% 1% 0%
Total Male Female
Over 10 bottles
8-10 Bottles
6-7 bottles
4-5 bottles
2-3 bottles
1 bottle

22. 22
FROM Q1 TO Q2, BEER CONSUMPTION VOLUME GROWS
ACROSS ALL AGE GROUPS
How many beers have you drink each time on average?
Q2
N=900
Q1
N=800
2.9 2.9 2.9 3.0 2.7 2.6 2.5 2.9Mean
33% 32% 35%
31%
40% 40%
40%
41%
17% 20% 14%
16%
5% 4%
5% 7%
3% 2% 3% 3%
2% 2% 3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
37% 39% 39%
31%
39%
38% 39%
40%
16% 16% 16%
17%
6% 4% 6%
8%
2% 2% 0% 2%
Total 18-25 26-30 Over 30
Over 10 bottles
8-10 Bottles
6-7 bottles
4-5 bottles
2-3 bottles
1 bottle

23. 23
20%
13%
19% 16%
34%
27% 27%
56%
56%
57% 64%
47%
56% 56%
24%
31%
24%
19% 19% 17% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Heineken Saigon Tiger Larue Bia Hà Nội 333
Very sastisfied
Satisfied
Neutral
Not satisfied
Not satisfied at all
OVERALL, 80% BEER DRINKERS FEEL SATISFIED
WITH THEIR CURRENT BRANDS
Overall, What is your satisfaction level with your current beer brand?
Q2- N=900
Heineken has highest level of top box satisfaction from consumers

24. 24
3% 4% 4% 2% 3% 2% 3%
13% 9%
18%
12%
15% 15%
22%
31% 35%
29%
24%
29%
37%
47%
44% 43%
40%
55%
47%
43%
28%
8% 9% 8% 7% 6% 4%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Heineken Bia Hà Nội Tiger Saigon 333 Larue
This is the only brand that I
use
I will prioritize to use that
brand
I will continute use that
brand but will try other
brands in future
I will use that brand in
parallel with other brands
I will switch to other brands
ONLY 8% BEER DRINKER ARE LOYAL TO THEIR BRANDS
What is your usage intention toward the current beer brand?
Heineken owns highest consumers’ loyalty level with 9%
More than a half of Tiger beer drinkers will prioritize to drink this brand
Q2 – N=900

25. 25
Heineken
Saigon
Tiger
Larue
Bia Hà Nội
333
HEINEKEN OWNS HIGHEST CONSUMERS’ SATISFACTION AS
WELL AS LOYALTY IN COMPARING WITH OTHER PLAYERS
Satisfaction
Loyalty
Low
Low
High
High
Overall, What is your satisfaction level with your current beer brand?
What is your usage intention toward the current beer brand?
Q2 - N=900

26. 26
22%
20% 22% 20%
25%
30%
16%
42%
37%
48% 49%
45%
39%
63%
34%
42%
29% 29% 28% 26%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Heineken Saigon Tiger 333 Bia Hà Nội Larue
Will recommend definitely
Will recommend
Either recommend or not
Will not recommend
Will not recommend definitely
OVERALL, 76% WILL RECOMMEMD THEIR CURRENT BRANDS
TO OTHERS
What’s your ability to introduce your current beer brand to other?
Heineken has the highest top box level of recommendation
Q2 - N=900

27. 27
Who do you often drink with?
VIETNAMESE USUALLY DRINK BEER WITH THEIR FRIENDS
Q2 - N=900
80%
82%
80%
77%
67%
61%
67%
56%
41%
71%
65%
30%
18%
35%
44%
4% 2% 4%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total 18-25 26-30 Over 30
Friends
Relatives
Colleague
Business partner
Others

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17% BEER DRINKERS SMOKE WHILE DRINKING
Do you smoke when drinking beer?
Male and over 30 year old group smoke the most when drinking beer
Q2 - N=900
17%
13% 15%
26%
83%
87% 85%
74%
Total 18-25 26-30 Over 30
No
Yes
17%
25%
10%
83%
75%
90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female

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A HALF OF BEER DRINKER WILL GO TO KARAOKE FOR THE
NEXT GROUND
What do you usually do after drinking beer?
1/10 male will go for a massage after drinking
Q2 - N=900
75% 75% 76%
50%
53%
46%
21%
25%
16%
12%
16%
9%8%
13%
4%
8%
10%
6%7%
11%
2%
6%
8%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Total Male Female
Go home
Karaoke
Go Coffee shop
Others
Go other place for
drinking
Bar
massage
Beer club

30. 30
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

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CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

32. 32