TNS is a global market research firm with over 83 countries, 300 offices, and 25,000 employees. In Vietnam, TNS has experienced significant growth, opening new offices in Cambodia and Myanmar in 2012. TNS provides custom research and leads the market research industry in Vietnam with qualitative and quantitative services. Their expertise includes segmentation and positioning, pricing strategy, brand tracking, retail monitoring, campaign evaluation, shopper research, and innovation testing. TNS works with many major multinational clients in Vietnam and aims to deliver clear, actionable insights.

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TNS Vietnam Absolutely Amazing !

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83 Countries
300 Offices
Over 25,000 employees
TNS is part of WPP, the world’s largest marketing service group and offers unparalleled access to leading edge marketing knowledge for the development of market entry strategies
TNS is the largest provider of custom research globally
New offices in Cambodia & Myanmar (2012)

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Senior Team
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Ashish Kanchan
Managing Director
17 years MR experience
11 years in Vietnam
Nhat Phuong
Research Director
17 years MR Experience
David Watts
Qualitative Specialist
14 years MR experience
8 years in Vietnam
Pradeep Menon
Operations Director
22 years Operations
experience in F2F
Tan Tran
Healthcare Research Manager

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Samsung Galaxy Note 10.1
Increases accuracy of data collection with built-in logic and filters checks
New way of stimulus presentation (video, sound, interactive images)
Increased ease of handling complex questionnaires
Reduced time for data delivery and data processing
Replacement to Pen & Paper Surveys
Integrated Quota management
Track interviewers GPS location on a map
Capture Pictures, Videos & Sounds
Data collection on electronically on tablets
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Recent Success

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Where are consumers likely to spend more (2014 vs 2013)
SOURCE: TNS VietCycle 2014
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-

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Traditional Trade most convenient
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SOURCE: TNS VietCycle 2014

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2014 FMCG : Limited Growth, nothing dramatic expected – Rural opportunity
Source: Kantar Worldpanel | Household Panel – Total FMCG

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Growth Opportunities
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10 pieces of information that will help you stay ahead of competition
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1. A Standard U&A does not answer all questions
WHAT products are competing to address the needs in the market, how are they perceived/ performing in the market?
WHEN
WHEN are effervescent products chosen, what drives choice and what are the inherent functional and emotional needs behind the choice?
WHERE do consumption occasions occur?
WHY do consumers choose effervescent and not choose others formats in specific types of usage occasions?
WHO are your current and prospective customers and what are their behaviours, beliefs and lifestyle like?
WHO
WHAT
WHERE
WHY
Multi Category
Multi category diary based approach leads to efficiency and
interplay play between similar categories

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Identifying Innovation opportunities
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Matrix

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Instead of a data, TNS provides clear direction making actionability easier
Opportunities
Clear and comprehensively profiled
Prioritization
Using size as well as portfolio and market performance
Targeting
Linking prioritized opportunities to the target consumers who want them
Precise Plan
Not just data books but rather clear and prescriptive recommendations

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2. From U&A to Concept Screening
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Market opportunities
Corporate goals & capabilities
Ideation
Concept refinement
Matrix
Qualitative
Concept
eValuate
Screen Ideas
To develop
Specific
products

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Three tests to predict innovation success
Innovation research has to go beyond a simple stop-go flag
It must identify underlying drivers of long term potential
That’s why we developed three tests for success to be used at any point in the innovation journey.
The product must have a recognisable point of difference
The WHAT? Test
This point of difference has to be perceived as a benefit
The WHY? Test
This benefit must be exciting enough to overcome barriers to trial and usage
The WOW! Test

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Powerful diagnosis
Is the idea genuinely new and unique?
Is it relevant to you?
Is the idea clear to you?
Do you find it exciting?
How often would you buy it?
Do you believe it?
Do you think it would offer value for money?
Do you actually like the idea?
Would you buy it?
Our core framework applies across all innovation tools, and a consistent modelling approach provides the ability to asses performance via standardised metrics

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Performance benchmarked against database provides strong diagnosis
Total
(n=614)
Age
20-39
(n=246)
Age
40-49
(n=143)
Age
50-65
(n=225)
Top 50% Norm
Top 25% Norm
Purchase Intention
(Top 2 Boxes )
%
67
71
68
63
61
69
Uniqueness
3,4
3,4
3,4
3,4
3.2
3.4
Likeability
4,1
4,2
4,2
4,0
4,1
4,3
Relevance
%
25
30
23
20
22
29
Excitement
%
64
70
62
60
67
74
Understanding
%
44
50
40
40
42
53
Believability
%
45
45
46
45
44
48
Top 25% of the database
Middle 25%
Bottom 50%

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3. Superior Qualitative offer
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Communication Evaluation
Concept Evaluation
Semiotics and discourse analysis
Packaging Evaluation
Brand Strategy and Positioning
Social trends research / monitoring
Usage and Attitude
Ideation workshops
Product Development and refinement
Exploratory, market entry
Shopper research
Largest Team of Qualitative Experts in Vietnam
Trained and Mentored by Professionals from Australia, UK and NZ
Accredited Moderators

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Winning at global level
ESOMAR Paper
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From Bricolage to Pho
Vietnam as a model for
global influences and
assimilations at meal times
By Alison Dexter and
Bach Ngoc Hieu An
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 Strong focus on capacity and expertise building over the
last 4 - 5 yrs; across categories, consumer groups,
locations (urban/rural) and themes (FMCG, tech, finance;
kids, youths, housewives; 1st tier cities, 2nd tier, rural;
beauty, personal care, health and wellbeing, leisure and
entertainment, evolution of premium, convenience,
digital, etc…)
 Contributing to our regional thought leadership….Best
paper win at Esomar Asia Pac conference 2009, Beijing;
Esomar Asia Pac committee member 2010-11

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4. Winning at Retail
Prior to Purchase
Pack/ POS/ Shelf Testing
Shopper Dimensions
Shopper Decisions
Who, what, why, where & when
At shelf purchase decision study
Shopping context
At shelf purchase process
Pack, Shelf and POS Testing
Testing category and brand growth initiatives
Shopper Directions
At the Store/ Shelf

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5. Campaign Evaluation
Estimate Opportunity To See (OTS)
PRESS
TV
PR
Claimed media and location habits of respondents are matched with touch point activation (i.e. media schedules, events, promotions, etc.)
For this purpose we will include media and location habit questions and need campaign media schedule from our client
POS
INTERNET
Identify effectiveness of media with exposure curves
0
2
4
6
8
10
12
14
16
18
20
OTS
KPI
Which medium is working hardest to drive the campaign KPIs?
TV
POS
INTERNET

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Which media contributes better to campaign KPIs
Post measurement is based on total sample. Effect is split by media.
What is the total campaign effect and what is the impact of each media on KPIs?
This can be done independently for every brand KPI.
Baseline (zero exposure)
Spontaneous brand awareness
TV
Digital
In this example, the budgets for TV and press are well spent, both media have contributed to brand strength beyond their budget shares.
Indicator
Contributions
Budget share
76%
20%
4%
66%
18%
16%
1.15
1.11
0.25
ROI
Post
What is the cost efficiency of each media in the campaign?
Indicative media plan scenarios can be run.
Pre measurement is simulated based on respondents with zero exposure

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2
4
6
8
10
12
14
16
18
20
OTS
KPI
Saturation zone
Maximum efficiency zone
Wear-in zone
Actual campaign
Optimized campaign
We help you to make your campaigns more successful
The ad diagnosis helps you to shift the exposure curve up*
The media evaluation helps you to find the optimal exposure level
This results in more effective and more cost efficient campaigns
Optimizing the campaign in terms of ROI
* Ads become more effective at a given exposure level.

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Primary goal is building or strengthening brand memories, which will drive future success of the brand. In addition to long term, we also measure activation or shorter term impact.
How well does the creative work?
Brand building impact (long term)
37
Novelty
44
Emotional
32
Relevance
Norm
Top 25% norm
43%
30%
13%
5%
What things that you care about does the campaign remind you of?
Enjoy drinking milk
Good taste
Enjoy consuming
fruit & veg
Having fun
Activation Impact (short term)
17%
See
Talk
19%
If you were talking to someone about IMF, do you think you would mention something from this ad?
Would you like to see this ad again some time?

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6. Pricing Strategy
Identify Price sensitivity for each SKU and Brand
Gain/Loss in Market share with change in Price, Awareness or Distribution
Source of volumes for new SKU and impact on market shares
Software available for “What if” analysis

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7. Impulse shoppers - Triggers & Barriers at POS
Category shoppers
(100%)
Planned Brand & Quantity
(50%)
Planned Brand Only
(25%)
Planned Quantity Only
(4%)
Planned Category Only
(13%)
Deviated From Brand
(0%)
Deviated From Quantity
(4%)
Deviated From Brand
(4%)
Deviated From Quantity
(2%)
Potential to influence at the store
(31%)
No Plan
(8%)
Co-opmart

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What is not working for your brand at the channel
At the main compartment shelves of soluble coffee
At the dock of promotion displays
At the dock of soluble coffee displays
Gondola ends
At the promotions area
Asking PGs to get it for me
Asking cashier/ store staffs to help
88
18
26
30
18
5
0
76
0
5
14
0
5
0
(n=62)
(n=67)
(n=46)
(n=44)
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Conv.
87%
46%
83
40
37
31
28
5
2
67
2
16
12
0
2
2
SEEING
PICKING
Conv.
81%
40%
68
2
20
30
7
2
0
66
0
7
25
2
0
0
Conv.
97%
85%
79
11
23
26
12
8
0
78
2
6
11
2
2
0
Conv.
99%
42%
Coop Mart
Brand A
Brand B
Brand C
Brand D

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8. Brand Tracking Success
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Diageo BTS Tracking (2010 onwards)
Regional Nokia REE Study (2010 onwards)
Regional Intel Tracking Study (2008 onwards)
Unilever Brand Tracking Fieldwork (All 11 categories transitioned to TNS in 2011)
Kimberly Clark Brand Tracking Fieldwork (2011 onwards)
Pepsi Brand Tracking Fieldwork (All categories from 2013)
BAT Key Launch Tracker (2013)
Nestle Tracker Fieldwork from 2014
Heineken Tracker from 2014
BAT Track from 2014

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Why is your brand not growing
MARKET OVERVIEW
BRAND FOCUS
BRAND STRATEGY
Market share and Commitment of key brands in the category
Identifying the market levers to exploit the brand’s opportunity
Potential acquisition and defection to understand the true nature of the risk or opportunity to the brand
Potential share flow for the brand
Identifying the mind levers to activate to better support share
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30. Tracking and Social Listening

31. Your brand vs Category on the internet

32. What are consumers talking about you ?

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9. Retail Monitor
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1.Brand visibility
2.POSM Display
3.Out of Stock
4.Recommendation
5.Competitive Intelligence
6.Daily Compliance Report
•Store Performance
•Store Photos

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10. Segmentation & Positioning
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Our Clients in Vietnam

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TNS the preferred agency of 153 clients in Vietnam
Great Senior Team
Locally relevant experience in Vietnam
Understand your growth potential
Action oriented findings
Over 175,000 interviews annually
Over 500 FGDs and 300 In Depth Interviews
Over 400 Projects
Over 650 Tablets, Laptops, Smartphones for data collection