Professional Documents
Culture Documents
TEST
CASE STUDY 3
Presenters Name
Date
Copyright 2012 The Nielsen Company. Confdental and proprietary.
INTRODUCTION TO TEST
Thank you for partcipatng in this test!
The purpose of this test is to explore your ability to understand data and also how
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2
Copyright 2012 The Nielsen Company. Confdental and proprietary.
Carefully consider how you organize slides and add in your own thoughts
to make a smooth and clear presentaton
3
BACKGROUND
ABOUT YOUR CLIENT: BLUE
Blue is the leading manufacturer in the Vietnamese Cheese market. As the leader, it
wants to further develop the category and drive more purchases, especially in
modern trade channel, where it is weakening now.
The core products of Blue are Blue X and Blue Y which are processed cheese and in
portoned packages. Processed cheese is the biggest segment in the market (94%).
Blue has implemented a price cut strategy in Aug 2012 and featured TVCs about this
program. They also organized sampling events at parks, houses, the zoo, etc. They
even built a website with an exclusive secton to introduce new recipes that can utlize
Blue Cheese.
Copyright 2012 The Nielsen Company. Confdental and proprietary.
Green is a new launch manufacturer and its gaining share impressively especially in
Traditonal Trade and it has the same format as Blue (porton, processed)
5
FINDINGS
FMCGDepartment Volume%GrowthvsYA
FMCGDepartment - Volume%GrowthvsYA(VietnamTotal 6citiesTT)| PeriodEndingAPR13| Shareof Sum(PROD)
7
Expected 3 key factors of company growth
Q11b: What do you think are the 3 key factors of growth for your company for the next 12 months? Base: ALL RESPONDENTS 8
Source: Nielsen Shopper Trend 2013
CHEESE SEGMENT IN REGION
Porton: 83%
Copyright 2012 The Nielsen Company. Confdental and proprietary.
We are here
Distributon
73%
Copyright 2012 The Nielsen Company. Confdental and proprietary.
27%
Value share of trade across categories Latest 10 months .vs previous period
Copyright 2012 The Nielsen Company. Confdental and proprietary.
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Total Cheese
Copyright 2012 The Nielsen Company. Confdental and proprietary.
13
Note: Blue had 2 TVC for price cut in Jul 12 and Nov 12
Price TVC
Price TVC
TT
MT
Copyright 2012 The Nielsen Company. Confdental and proprietary.
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to APR13
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to APR13
14
Note: SPPD Sales per point of distributon a key measure of consumer support per 1% of
distributon. Weighted Distributon (%) how importance (based on turnover of retailers) of
the stores where product is available. Numeric Distributon (%) availability (based on % of
stores) of the product
In TT:
Blue X: 8%
Blue Y: 88%
Copyright 2012 The Nielsen Company. Confdental and proprietary.
data to APR13
15
Brand Share Trends and 2 Fact Comparison
MT - Numeric Distribution | Period Ending APR13 | Share of Total Category
Top N Val for MAT TY | Each Mkt
16
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to APR13
PriceVsVolumeTrends PriceVsVolumeTrends
Off HCMTT- AveragePrice(Dong/gm-ml) |PeriodEndingAPR13| Shareof Total Category Trad. TradeHCM- AveragePrice(Dong/gmHC
-m M
l) |T
PT
er-io
AvE
der
na
dge
in
PriceVsVolumeTrends
Off HCMTT-AveragePrice(Dong/gm-ml) |PeriodEndingAPR13| Shareof Total Category
+16%
-10%
+6%
+6% +6% +6% +4% -6%
Copyright 2012 The Nielsen Company. Confdental and proprietary.
17
Price trend across top cheese manufacturers in Nationwide
Price Vs Volume Trends
Nationwide - Average Price (Dong/gm-ml) | Period Ending APR13 | Share of Total Category
Top N Val for MAT TY | Each Mkt
+1% +13%
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Relative Share 2 Items
Bel - HCM (TT+MT Partial) | Period Ending APR13 | Share of Total Category
RelativeShare2Items
Bel - HCM(T
T+MTPartial)| PeriodEndingAPR13| Shareof Total Category
RelativeShare2Items
Bel - HCM(T
T+MTPartial)| PeriodEndingAPR13| Shareof Total Category
Price elasticity of Teen X 120gm in Nationwide Price elasticity of Country X 120gm in Nationwide
Copyright 2012 The Nielsen Company. Confdental and proprietary.
20
Source: Nielsen Omnibus 2013
Top reasons to visit Traditional Grocery Store and Supper Market
C o nve n i e n c e Va r i et y
1 Saves
Saves tme:
tme: quick
quick choice,
choice, quick
quick payment
payment
1 They
They have
have greater
greater variety
other
variety of
other stores
of products
stores type
type
products than
than
3
Copyright 2012 The Nielsen Company. Confdental and proprietary.
II can
can tell
tell the
the shop
shop owner
owner which
which items
items to
to
buy, no need to park the vehicle and come
buy, no need to park the vehicle and come
P r i c e / P ro m o ti o n P r i c e / P ro m o ti o n
4 They
They have
have the
the lowest
lowest prices
prices
3 There
There are
are good
good // lots
lots of
of promotons
promotons
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SHOPPERS SHOP LESS FREQUENT AND TEND TO STOCK MORE
Shopping frequency
Shopping frequency is reduced
from weekly (64% on 2011) to Weekly
Every
As a result, there has been a 2 weeks
Base: Hypers/Supers
Ref: Q95
22
Source: Nielsen Shopper Trend 2013
Copyright 2012 The Nielsen Company. Confdental and proprietary.
55%: Buy bigger packs 41%: Purchase more on 36%: Change channel to
to save money
41%: Purchase more
promoton save money
on promoton
50%: Purchase more 27%: Buy bigger packs 36%: Purchase more on
on promoton to save money promoton 27%: Buy bigger packs
36%: Trade down to 27%: Change channel to 32%: Buy bigger packs to to save money
cheaper products save money save money
27%: Change channel
32%: Change channel 27%: Purchase more local/ to save money
to save money Vnese brands
27%: Purchase more
local/ Vnese brands
Q16b.Over the next 6- 12 months, how do you antcipate Vietnamese consumers will change their purchasing
behavior towards each category below? 23
Source: Nielsen Shopper Trend 2013
Copyright 2012 The Nielsen Company. Confdental and proprietary.
Promotional Sensitivity