1. STUDY ABOUT BOTTLED GREEN TEA
USAGE OF VIETNAMESE
BY DI-MARKETING (www.di-onlinesurvey.com)
Oct, 2015
2. 1
SCOPE OF WORK
This survey was conducted to study about the usage and attitude
of Vietnamese toward bottled green tea
Methodology: Online survey
Fieldwork time: 3 days (10/09/2015 to 12/09/2015)
Sample size: N = 800
Geography: 5 key cities
• Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho
3. 2
KEY FINDINGS
• Tra Xanh 0 Do, C2 and O long Tea Plus are the most well-known brands
• TVC and point of sale are effective marketing channels to leverage brand
awareness
• Tra Xanh 0 Do and C2 are dominating the bottled green tea market
• Majority Vietnamese choose an bottled green tea brand because it flavor
• 76% feel satisfied with their current brand, while Tra Xanh 100 has the
highest satisfaction level with 36%
• Overall, 8% consumers are loyal with their brands, Tra Xanh 100 owns the
highest loyal consumers level with 36%
• 58% drink bottled green tea 1-3 times/week and a half spend from
$0.5 - $0.99 each time buying
4. 3
N=800
DEMOGRAPHIC INFORMATION
5%
45%
25%
26%
Under 18
18-25
26-30
Over 30
50%
50%
Male
Female
27%
3%
5%
1%
21%
43%
Others
Can Tho
Da Nang
Hai Phong
Hanoi
Ho Chi Minh
3%
3%
5%
5%
11%
12%
29%
32%
Job seeker/retired
Housewife
Others
Worker
Self-employed
Engineer/teacher/doctor
Student
Office worker
5. 4
2%
4%
5%
9%
11%
15%
36%
41%
33%
50%
71%
82%
81%
Ho Chi Minh
TRA XANH O DO, C2 AND O LONG TEA PLUS ARE THE MOST
WELL-KNOWN BOTTLED GREEN TEA BRANDS IN VIETNAM
Which bottled green tea brands below are you aware of?
N=800
3%
6%
7%
10%
11%
17%
39%
41%
44%
51%
67%
80%
83%
Others
Jcha
Pokka
Ikul
Real leaf
Thiên Trà
Wonderfarm
V-fresh
Trà xanh 100
Liptop
Ô Long Tea Plus
C2
Trà Xanh 0 độ
Total
4%
11%
9%
14%
15%
20%
44%
34%
52%
45%
56%
72%
75%
Hanoi
5%
6%
8%
9%
8%
18%
40%
45%
52%
54%
68%
83%
89%
Others
Lipton
7. 6
2%
20%
26%
27%
31%
32%
36%
41%
45%
53%
60%
73%
Others
Sale person introduct to me
Facebook ads
Received at trial sample
Online ads excluding
facebook
Out door ads
Friends/relatives introduce
Newspaper/managize ads
See at beverage distrubition
agency
See at grocery store/selling
places
See at super
market/convenient store
TV commercials
Total
TV COMMERCIALS AND POINT OF SALES ARE MAIN SOURCES OF
BRAND AWARENESS
How do you know these brands?
N=800
2%
18%
23%
28%
29%
36%
32%
37%
41%
51%
60%
75%
Ho Chi Minh
2%
21%
31%
33%
34%
35%
44%
46%
45%
45%
58%
65%
Hanoi
2%
22%
27%
21%
31%
25%
36%
44%
49%
59%
62%
76%
Others
TVC is less effective in Hanoi in comparing with other places
8. 7
3%
16%
22%
16%
19%
24%
30%
46%
41%
51%
49%
65%
Under 18
2%
20%
26%
27%
31%
32%
36%
41%
45%
53%
60%
73%
Others
Sale person introduct to me
Facebook ads
Received at trial sample
Online ads excluding
facebook
Out door ads
Friends/relatives introduce
Newspaper/managize ads
See at beverage distrubition
agency
See at grocery store/selling
places
See at super
market/convenient store
TV commercials
Total
TV COMMERCIALS AND POINT OF SALES ARE MAIN SOURCES OF
BRAND AWARENESS
How do you know these brands?
N=800
3%
17%
24%
27%
33%
29%
36%
38%
41%
50%
58%
74%
18-25
2%
22%
25%
22%
29%
34%
33%
43%
53%
55%
63%
75%
26-30
1%
24%
32%
32%
31%
36%
39%
44%
45%
56%
64%
72%
Over 30
TVC is less effective to under 18 group in comparing with other age groups
9. 8
1%
0%
0%
1%
1%
1%
2%
3%
3%
4%
17%
33%
34%
Others
Pokka
Jcha
Ikul
Real leaf
Thiên Trà
Wonderfarm
V-fresh
Liptop
Trà xanh 100
Ô Long Tea Plus
C2
Trà Xanh 0 độ
Total
1%
0%
1%
1%
0%
1%
2%
3%
3%
2%
25%
31%
30%
Ho Chi Minh
1%
1%
0%
1%
1%
1%
4%
2%
4%
7%
10%
36%
31%
Hanoi
1%
0%
0%
0%
0%
1%
1%
4%
3%
4%
10%
35%
42%
Others
TRA XANH 0 DO AND C2 ARE MARKET LEADERS OF
BOTTLED GREEN TEA INDUSTRY IN VIETNAM
Which bottled green tea brand do you drink the most ?
N=800
O Long is quite strong in Ho Chi Minh while Tra Xanh 0 Do is preferred in other provinces
Lipton
10. 9
1%
0%
0%
1%
1%
1%
2%
3%
3%
4%
17%
33%
34%
Others
Pokka
Jcha
Ikul
Real leaf
Thiên Trà
Wonderfarm
V-fresh
Liptop
Trà xanh 100
Ô Long Tea Plus
C2
Trà Xanh 0 độ
Total
UNDER 18 GROUP PREFERRED C2 THE MOST
WHILE TRA XANH 0 DO IS DRINKED THE MOST BY OVER 30 GROUP
Which bottled green tea brand do you drink the most ?
N=800
0%
0%
0%
0%
3%
0%
0%
0%
6%
0%
9%
58%
24%
Under 18
1%
0%
1%
0%
0%
1%
2%
3%
3%
3%
16%
38%
30%
18-25
0%
0%
0%
0%
0%
1%
3%
4%
4%
2%
22%
30%
35%
26-30
1%
1%
1%
2%
1%
1%
2%
2%
3%
6%
14%
24%
43%
Over 30
Lipton
11. 10
83%
80%
67%
51%
44%
41%
39%
17%
11% 10%
7% 6%
3%
34% 33%
17%
3% 4% 3% 2% 1% 1% 1% 0% 0% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Awareness
Usage
TRA XANH 0 DO AND C2 ARE PENETRATING BOTTLED GREEN TEA
MARKET WITH HIGHEST MARKET SHARE AND BRAND AWARENESS
Which brands do you know?
Which brands do you use the most ?
N=800
12. 11
Trà Xanh 0 độ
C2
Ô Long Tea Plus
Lipton
Trà xanh 100
V-fresh
Wonderfarm
TRA XANH 0 DO AND C2 CREATE A BIG GAP WITH OTHER
PLAYERS IN TERM OF BRAND AWARENESS AND USAGE
Low
Low
High
High
Which brands do you know?
Which brands do you use the most ?
Usage
Awareness
N=800
13. 12
1%
13%
15%
19%
20%
21%
21%
26%
28%
32%
32%
41%
41%
46%
52%
56%
Others
Usually have discount/promotion
Help my skin more beautiful (Ex: add collagen)
Reduce fat absorb
Anti-aging
Attactive packaging
Friend/relative recommend to me
Made from 100% pure green tea
Reduce stress/tired
Help refresh
See many people drink that brand
Trusted brand
Reduce heat/cooling
Easy to buy
Good price
Good flavor
Total
FLAVOR, PRICE AND AVAILABILITY ARE THE MAIN REASONS FOR
CHOOSING THE BRAND
Why do you choose that brand? (brand drink the most)
N=800
14. 13
2%
11%
9%
11%
13%
18%
18%
19%
22%
26%
33%
41%
39%
50%
62%
61%
Others
Usually have discount/promotion
Help my skin more beautiful (Ex: add…
Reduce fat absorb
Anti-aging
Attactive packaging
Friend/relative recommend to me
Made from 100% pure green tea
Reduce stress/tired
Help refresh
See many people drink that brand
Trusted brand
Reduce heat/cooling
Easy to buy
Good price
Good flavor
N=254
2%
16%
16%
20%
21%
23%
23%
30%
30%
34%
42%
37%
45%
54%
55%
56%
Others
Usually have discount/promotion
Help my skin more beautiful (Ex: add…
Reduce fat absorb
Anti-aging
Attactive packaging
Friend/relative recommend to me
Made from 100% pure green tea
Reduce stress/tired
Help refresh
See many people drink that brand
Trusted brand
Reduce heat/cooling
Easy to buy
Good price
Good flavor
N=262
BOTH TRA XANH 0 DO AND C2 ARE CHOSEN FOR ITS FLAVOR,
PRICE AND AVAILABILITY
Why do you choose this brand ?
Tra Xanh 0 Do C2
15. 14
0%
46%
36%
43%
57%
46%
46%
57%
64%
57%
43%
57%
50%
54%
50%
57%
Others
Usually have discount/promotion
Help my skin more beautiful (Ex: add…
Reduce fat absorb
Anti-aging
Attactive packaging
Friend/relative recommend to me
Made from 100% pure green tea
Reduce stress/tired
Help refresh
See many people drink that brand
Trusted brand
Reduce heat/cooling
Easy to buy
Good price
Good flavor
N=30
0%
8%
15%
28%
25%
15%
21%
32%
31%
36%
21%
44%
45%
40%
41%
58%
Others
Usually have discount/promotion
Help my skin more beautiful (Ex: add…
Reduce fat absorb
Anti-aging
Attactive packaging
Friend/relative recommend to me
Made from 100% pure green tea
Reduce stress/tired
Help refresh
See many people drink that brand
Trusted brand
Reduce heat/cooling
Easy to buy
Good price
Good flavor
N=126
O LONG TEA PLUS = GOOD FLAVOR + COOLING + TRUSTED
TRA XANH 100 = REDUCE STRESS + 100% PURE GREEN TEA + FLAVOR
Why do you choose this brand ?
O Long Tea Plus Tra Xanh 100
16. 15
0%
9%
39%
13%
22%
22%
17%
17%
22%
48%
22%
57%
35%
22%
30%
39%
Others
Usually have discount/promotion
Help my skin more beautiful (Ex: add…
Reduce fat absorb
Anti-aging
Attactive packaging
Friend/relative recommend to me
Made from 100% pure green tea
Reduce stress/tired
Help refresh
See many people drink that brand
Trusted brand
Reduce heat/cooling
Easy to buy
Good price
Good flavor
N=23*
0%
8%
12%
20%
40%
36%
16%
28%
44%
40%
20%
52%
40%
28%
48%
44%
Others
Usually have discount/promotion
Help my skin more beautiful (Ex: add…
Reduce fat absorb
Anti-aging
Attactive packaging
Friend/relative recommend to me
Made from 100% pure green tea
Reduce stress/tired
Help refresh
See many people drink that brand
Trusted brand
Reduce heat/cooling
Easy to buy
Good price
Good flavor
N=25*
LIPTON = TRUSTED BRAND + GOOD PRICE + FLAVOR
V-FRESH = TRUSTED BRAND + REFRESH
Why do you choose this brand ?
Lipton V-Fresh
*: Small sample size
17. 16
35% good quality
16% Good flavor/tasty
14% Good price
5% Normal
6% Too sweet
5% Quality decreasing
3% Expensive
43% Good price
39% Good quality
18% Good flavor/Tasty
5% Expensive
2% Normal
29% Good flavor/Tasty
25% Good price
25% Good quality
2% Normal
What do you think about your most used brand? (spontaneously)
N= 800
GOOD PRICE AND FLAVOR ARE MOST FACTORS
TO WIN THE MARKET
46% Good quality
18% Good price
7% Quality is decreasing
4% Tasty/Good flavor
18. 17
1% 0% 0% 0% 0%
2% 1%
26% 25%
16%
9%
30% 24% 25%
55%
39% 56%
65%
50% 57% 60%
18%
36%
28% 26%
20%
16% 13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Trà xanh
100
Liptop V-fresh Trà Xanh 0
độ
O Loong tea
plus
C2
Very satisfied
Satisfied
Neutural
Dissatisfied
Very dissatisfied
OVERALL, 73% ARE SATISFIED WITH THEIR CURRENT BRAND
How do you feel about your current bottled green tea brand ?
Tra Xanh 100 has highest Top Box consumers’ satisfaction level with 36%
N= 800
Lipton
19. 18
17%
14%
16%
21%
4%
13% 19%
42%
29%
48% 38%
40%
30%
40%
32%
21%
24% 31%
48%
48%
36%
8%
36%
10% 9% 8%
4% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Trà xanh
100
Trà Xanh 0
độ
O Loong
tea plus
Liptop V-fresh C2
I will buy at this brand only
I will prioritize to buy at this
brand
I will continue buy at this
brand , but I will buy at other
in future
I will buy at this website
parallel with other brand
I will switch to other brand
8% ARE LOYAL WITH THEIR CURRENT BRAND
What is your intention of using this brands?
Tra Xanh 100 owns highest ratio of loyal consumer with 36% comparing with other players
While Liptop and V-fesh have highest prioritized ratio with 48%
N= 800
Lipton
20. 19
2%
2%
3%
5%
7%
12%
14%
16%
17%
18%
20%
26%
Others
Not trustworthy brand
Not good flavor
Not easy to buy
Not attactive packaging
High price
Not made from 100%
pure green tea
Over advertising
Don't have various
flavours
Have chemical
ingredient
Product quality is
decreasing
Don't have promotion
N=800
2%
2%
2%
4%
6%
13%
14%
18%
14%
17%
23%
25%
N=262
2%
3%
2%
3%
9%
9%
19%
20%
20%
23%
24%
26%
N=254
0%
2%
4%
6%
6%
14%
12%
13%
18%
17%
15%
33%
N=126
0%
11%
4%
7%
11%
18%
11%
7%
4%
21%
7%
7%
N=30
BY OFFERING MORE PROMOTION AND ASSURE PRODUCT QUALITY
THE PRODUCER CAN MAKE THEIR CUSTOMERS MORE SATISFIED
Are there anything make you feel unhappy with your current brand ?
TOTAL C2Tra Xanh
0 Do
O Long
Tea Plus
Tra Xanh 100
21. 20
5%
7%
4% 3%
0% 3%
7%
29%
25%
26%
32%
16%
30%
26%
46%
18%
39%
42%
64%
50% 51%
20%
46%
30%
23% 20% 17% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Trà xanh 100 V-fresh Trà Xanh 0
độ
Liptop O Loong tea
plus
C2
Will recommend
definitely
Will recommend
Either recommend
or not
Will not
recommend
Will not
recommend
definitely
What’s your ability of introducing your current brand to others?
76% WILL INTRODUCE THEIR CURRENT BRAND TO OTHERS
Tra Xanh 100 owns highest top box recommendation level with 46%
N= 800
Lipton
22. 21
5% 4%
9%
2%
11%
0% 0%
24%
18%
33%
14%
18%
32%
17%
54%
56%
54%
58% 32%
44%
61%
17%
21%
4%
24%
36%
24% 22%
1% 1% 0% 2% 4%
0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Trà Xanh 0
độ
C2 O Loong
tea plus
Trà xanh
100
Liptop V-fresh
More expensive than
other brands 15%-20%
More expensive than
other brands 5%-15%
The same price with
other brands
Cheaper than other
brands 5%-15%
Cheaper than other
brands 15%-20%
How do you evaluate about the price of your current brand in comparison with other brands?
SURPRISINGLY, AROUND 30% EVALUATE THAT THEIR CURRENT
BRAND IS CHEAPER THAN OTHERS
N= 800
Lipton
23. 22
6%
10%
5% 3%
7%
13%
10% 17%
9%
9%
20% 19%
19%
23% 18%
38%
29%
36%
41%
38%
14% 29%
15%
14%
8%
10%
3%
7% 9%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Everyday
4-6 times/ week
2-3 times/ week
Once/ week
2-3 times/month
Once/month
How often do you use bottled green tea ?
58% DRINK BOTTLED GREEN TEA 1-3 TIMES PER WEEK
Over 30 group drink bottled green tea the most heavy since 1/5 drink it everyday
N= 800
24. 23
5% 3% 3% 2%
12%4%
2% 4%
9%
5%
3%
10%
7%
8%
7%
9%
12%
6%
6%
6%
9%
4%
9%
15%
7%
11%
9%
17%
12%
17%
20%
14%
31%
36%
37%
26% 22%
14%
27%
18%
10% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
$0.49
$0.5 - $0.74
$0.75 - $0.99
$1 - $1.24
$1.25 - $1.49
$1.5 - $2.49
$2.5 - $3.49
$3.5 - $5
Over $5
48% SPEND FROM $0.5 - $ 0.99 EACH TIME FOR BUYING
BOTTLED GREEN TEA
How much do you spend each time buying bottled green tea ?
N= 800
25. 24
Where do you often buy bottled green tea?
SUPERMARKET AND GROCERY STORE ARE CHANNELS PEOPLE BUY
BOTTLED GREEN TEA THE MOST
33%
49%
35%
36%
24%
33%
16%
31%
33%
38%
17%
19%
18%
14%
17%
9%
5%
9% 9%
11%
2%
3%
1%
2%
2% 2% 1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Total Under 18 18-25 26-30 Over 30
Grocery stores/selling places
Super market
Convenient stores
Beverage distributor
Wet market
Others
N= 800
26. 25
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
27. 26
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