vietnam fmcg – opportunity sighting - nielsen · instant noodle 11. snack 20. carbonated soft...

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Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

Data ending: Jun17

VIETNAM FMCG – OPPORTUNITY SIGHTING

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. 1 VIETNAM : PROMISING & EVOLVING

2 VIETNAM FMCG LANDSCAPE - A QUICK GLIMPSE

3 ASSESING FMCG THOUGH THE LENSE OF COMPOSITE SCORE INDEX ANALYSIS

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Analysis framework

Categories & Markets Covered

6 cts 36 cts 36 CTs (TT & MT) + Rural

1.Baby Cereal 5. Body Lotion 14. Personal wash 27. Fabric Softener

2. Baby Diaper 6. Deodorant 15. Beer 28. Feminine Protection

3. Milk powder 7. Facial Care Product 16. Biscuit 29. Hair Conditioner

4. Spoon Yoghurt 8. Tissue 17. MSG-Bouillon 30. Household Cleaner

9. Gum 18. Cigarette 31. Insecticide

10. Tonic food drink 19. Coffee 32. Instant noodle

11. Snack 20. Carbonated Soft Drink 33. Laundry Product

12. Ready To Drink Coffee 21. Energy Drink 34. Pie & Sponge

13.1 Soy Sauce 22. RTDT 35. RTDM

13.2 Fish sauce 23. Packaged water 36. Shampoo

24. Fruit Juice 37. Toothbrush

25. Sport Drink 38. Toothpaste

26. Dishwashing liquid 39. Sweet Condensed Milk

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Analysis framework

Categories & Markets Covered

6 cts Urban Nationwide

1.Baby Cereal 5. Body Lotion 14. Personal wash 27. Fabric Softener

2. Baby Diaper 6. Deodorant 15. Beer 28. Feminine Protection

3. Milk powder 7. Facial Care Product 16. Biscuit 29. Hair Conditioner

4. Spoon Yoghurt 8. Tissue 17. MSG-Bouillon 30. Household Cleaner

9. Gum 18. Cigarette 31. Insecticide

10. Tonic food drink 19. Coffee 32. Instant noodle

11. Snack 20. Carbonated Soft Drink 33. Laundry Product

12. Ready To Drink Coffee 21. Energy Drink 34. Pie & Sponge

13.1 Soy Sauce 22. RTDT 35. RTDM

13.2 Fish sauce 23. Packaged water 36. Shampoo

40. Mayonnaise 24. Fruit Juice 37. Toothbrush

41. Milk Makers 25. Sport Drink 38. Toothpaste

26. Dishwashing liquid 39. Sweet Condensed Milk

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6 Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

VIETNAM FMCG LANDSCAPE :

A QUICK GLIMPSE

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THE PROCEEDING ANALYSIS IS BASED UPON THE FOLLOWING

RESOURCES

MARKETS ANALYSED

Vietnam nation wide (specific markets in specific category &

analysis cases)

PERIOD COVERED

3 years ; 2 years (depends on specific analysis cases)

NUMBER OF CATEGORIES ANALYZED

40

CATEGORIES MEASUREMENT POINTS COVERED FOR ANALYSIS

40 categories : size ; growth ; distribution; top players market share for 3 years ; number & market share of all new brands launches in yec 17

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HOWEVER ARE ALL CATEGORIES LIVING

ITS BEST POTENTIAL THROUGH

LEVERAGING DISTRIBUTION IN VIETNAM?

OR THERE LIES OPPORTUINITY TO SCALE UP?

“YES, VERY MUCH”

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HOW ARE THESE CATEGORIES PHASING OUT ?

ASSESSING POTENTIAL & CHALLENGE – GUIDE

FOR FUTURE ACTION READING THROUGH THE LENS OF COMPOSITE

SCORE INDEX

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THE COMPOSITE SCORE INDEX – POSITIONING CATEGORY IN

YOUR OWN SWOT MATRIX

Process of evaluation & derivation

5 determining Parameters identified & scored individually

Weightage given to each parameter on basis of importance

Each parameter score added up to derive composite score ranking

FINAL SCORE

Category size

Category growth

MS Concentrat

ion top 3 players

MS

Dilution top 3

players over 3 yrs

Success of new

launches

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. VALUE SIZE & MOMENTUM

Ca

teg

ory

Gro

wth

In

de

x

Category Size Index

MARKET SHOWS PROMISING GROWTH FOR……………………………………..

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QUADRANT 1 & 2 HOST LOT CATEGORIES REFLECTING VIETNAM OPENING UP TO NEXT SET OF

PLAYERS. HOWEVER QUADRANT 3 IS WHERE TOP PLAYERS ENJOY BOTH HIGH SHARE AND

GETTING MORE STRONG YOY. IN QUADRANT 4 AS WELL TOP PLAYERS GAINING DOMINANCE

MARKET FRAGMENTATION &

DILUTION

-8.0

-6.0

-4.0

-2.0

0.0

2.0

4.0

6.0

8.0

10.0

30% 40% 50% 60% 70% 80% 90% 100%

FRAGMENTATION INDEX

QUADRANT 1

TO

P 3

MS

DIL

UT

ION

Y

ES

N

O

Avg Fragmentation Index is 46% HIGH (>50%)

LOW (< 50%)

QUADRANT 3

QUADRANT 2

QUADRANT 4

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……. CATEGORY WITH HIGHEST SHARE GAIN PER NEW BRAND LAUNCHED IN RECENT YR.

…………………………………….

Ch

an

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in

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Number of NL in 16 Size of the bubble: Average Market Share for Y 16 New Launches in Y16 and Y17 / Number of New Launches in Y16

-2.00%

-1.00%

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

-50 0 50 100 150 200 250 300 350

SUCCESS OF NEW-LAUNCH

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PLACING CATEGORIES WITHIN COMPOSITE SCORE INDEX –

FINAL SCORE

Category size

Category growth

MS Concentrat

ion

MS

Dilution

Success of new

launches

30%

25%

15% 15%

15%

WEIGHT SPLIT

SIMULATION TOOL

SUCCESS OF NEW-LAUNCH

ATTACHMENT:

WHERE CLIENTS CAN

CHANGE SCORE WEIGHT

AS PER OWN SELECTION

vietnam fmcg – opportunity sighting - nielsen · instant noodle 11. snack 20. carbonated soft...

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