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QUARTERLY TRACKING STUDY ABOUT
BEER CONSUMPTION OF VIETNAMESE
BY DI-MARKETING (www.di-onlinesurvey.com)
August 2015
2
SCOPE OF WORK
 The survey was conducted to track about beer consumption
of Vietnamese.
 Methodology: Online survey
 F...
3
What is your age group?
N=1700
Q1=800 + Q2=900
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living ...
4
KEY FINDINGS
• There is a significant decrease in brand awareness of Saigon beer by 12%,
while Huda is doing well since ...
5
HUDA GAINS HIGHEST INCREASE IN BRAND AWARENESS
WITH 11% WHILE SAIGON BEER LOSES 12%
What beer brands are you aware of?
T...
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% ...
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...
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% ...
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 a...
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%
...
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...
12
SURPRISINGLY, HANOI BEER LOSES ITS MARKET SHARE TO
SAIGON AND 333 BRANDS IN HANOI MARKET
What beer brand do you most dr...
13
HEINEKEN LOSES 6% ITS MARKET SHARE IN OTHERS
PROVINCES
What beer brand do you most drink the most frequent?
2%
0% 1% 1%...
14
Heineken
Bia Hà Nội
Tiger
Saigon
333
Larue
Sapporo
Halida
Awareness
Low
Low
High
High
Usage
What beer brands are you aw...
15
GOOD FLAVOR, TRUSTED BRAND AND DON’T CAUSE
HEADACHE ARE MAIN REASONS FOR CHOOSING THE BRAND
What are the reasons for ch...
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 fa...
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...
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...
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...
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 BE...
21
OVER 1ST 2 QUARTERS, BEER CONSUMPTION HAS INCREASED
BY 0.2 BOTTLE PER DRINKING TIME
How many beers have you drink each ...
22
FROM Q1 TO Q2, BEER CONSUMPTION VOLUME GROWS
ACROSS ALL AGE GROUPS
How many beers have you drink each time on average?
...
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%
...
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% ...
25
Heineken
Saigon
Tiger
Larue
Bia Hà Nội
333
HEINEKEN OWNS HIGHEST CONSUMERS’ SATISFACTION AS
WELL AS LOYALTY IN COMPARIN...
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%
...
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...
28
17% BEER DRINKERS SMOKE WHILE DRINKING
Do you smoke when drinking beer?
Male and over 30 year old group smoke the most ...
29
A HALF OF BEER DRINKER WILL GO TO KARAOKE FOR THE
NEXT GROUND
What do you usually do after drinking beer?
1/10 male wil...
30
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. ...
31
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Cont...
32
Nächste SlideShare
Wird geladen in …5
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Tracking beer usage in Vietnam

There is a down trend of big beer brands in 2nd 2015.

Find more at:
http://www.di-onlinesurvey.com/

Tracking beer usage in Vietnam

  1. 1. QUARTERLY TRACKING STUDY ABOUT BEER CONSUMPTION OF VIETNAMESE BY DI-MARKETING (www.di-onlinesurvey.com) August 2015
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  28. 28. 28 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
  29. 29. 29 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. 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
  31. 31. 31 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
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