Vietnamese Beer consumers analysis

1. VIEVIEW REPORT
“Statistical data & INTAGE Vietnam data”
= Vietnam Consumers’ insights

2. Bever age
Par t 1
Beverage
Part1

3. Beer & Needs for Beer
Consumption of Beer/growth rate in Asia
By Statistical Data*
WHY most VN beer consumers have FUN &
Connecting needs for Beer?
The answer of this question is ….
Please Ask INTAGE VN
* INTAGE VN INSIGHT (INTAGE original Brand Positioning Map)*Statistical data: https://www.kirinholdings.co.jp/english/news/2017/1221_01.html
2016 (Asia TOP3)
4,117 7.4
5,251 -2.4
-3.441,772 EGO BOOST FUN & CONNECTING
Connoisseurship RECHARGE
Brand
A
Brand
B
Brand
C
Brand
D
Brand
E
Needs for Beer & Brand positioning in VN
BY INTAGE VN INSIGHT*(2017)
(thousand kl) (growth rate)

4. What is OCTOGRAM?
OCTOGRAM is a framework which helps us understand consumers’ needs, how brands meet each
needs, and develop segmentation & brand positioning in the market.
Horizontal axis shows how a person wants to be seen or act in a
society (assertive vs. collaborative)
Vertical axis shows how a person tends to think or solve issues/desires
(rational vs intuitive)
These 2 axis create 4 emotional needs; excitement, recognition,
empathy, comfort
Also, 9 personalities of Enneagram can be added to help us break down
consumers/needs into more detailed segments
EXCITEMENT EMPATHY
RECOGNITION COMFORT
Assertive Collaborative
IntuitiveRational
No Image
W h a t i s
OCTOGRAM
If you are interested in this report
contact@intage.com.vn

5. The perfect blend of experts with 7-20 years’ experience in various industries & intensive
knowledge in business consulting, marketing & research
Nationwide field force with over 800 well-trained interviewers for data collection
Commitment of Quality Control (QC) pursuant to ISO 20252, Japanese Standard &
ESOMAR/MRSA code of conduct
Intensive experiences across wide range of industries & categories with huge client base
from local to overseas
Using advanced software & system for data processing & project management
Appling newest technology & solutions into research to add values for clients
INTAGE Vietnam
In Brief
Leadership in Japan
No.1
Global Position
No.9
Overseas Expansion
10
Countries
and
Regions
Sales Growth
24
Years
of Sales
Increases
INTAGE Group
Snapshot

6. Get in touch with us
facebook.com/INTAGEVietnam
www.intage.com.vn
contact@intage.com.vn
(+8428) 3820 5558
1st floor, Citilight Tower, 45 Vo Thi Sau St., Dist. 1, HCMC