The objective of this report is to gather publicly available information for the purpose of helping marketers make better business decisions in time of a recession. This is not an opinion piece and therefore does not contain an explicit analysis of the views presented. This presentation is merely consolidated information from Kantar Worldpanel, Nielsen, WARC, attentive, Deloitte, Global Web Index, and articles from publishers

1. ‹#›
Summary of
information to
make a better
business decision
COVID-19 edition, 1 April 2020

2. ‹#›
*** Notes ***
The objective of this report is to gather
publicly available information for the purpose
of helping marketers make better business
decisions in time of a recession.
This is not an opinion piece and therefore does
not contain an explicit analysis of the views
presented. This presentation is merely
consolidated information from Kantar
Worldpanel, Nielsen, WARC, attentive, Deloitte,
Global Web Index, and articles from publishers

3. ‹#›
#1
Consumer behavior in
response to COVID-19
#3
Sales and advertising
impact
#2
Shopping behavior
#4
Moving forward
Key topics

4. ‹#›
#1
Consumer behavior
in response to
COVID-19

5. ‹#›
1.1 New consumer segmentation arises during COVID-19.
Nielsen has identified SIX key consumer threshold levels across multiple markets that could have an impact on
spending patterns especially for pantry items and supplies for wellbeing.
#1
Proactive Health Minded
Buying
#2
Reactive Health
Maintenance
#3
Pantry Preparation
#4
Quarantine living
preparation
#5
Restricted Living
#6
Living a New Normal
CONSUMER BEHAVIOR SHIFT
Rise in product interest
that supports overall
maintenance of health
and wellness.
Prioritize products
essential to virus
containment, health, and
public safety.
Stockpiling foods and
assortment of health-
safety products. More
store visits. Growing
basket sizes.
Increased online
shopping. Declined store
visits. Out of stock.
Strains on supply chain.
Severely restricted
shopping trips. Limited
online fulfillment. Rising
price.
Return to daily routines
with renewed
cautiousness about
health. Permanent shift on
supply chain (e-
commerce) and hygiene
practice.
COMMON COVID-19 EVENTS MAKER
Minimal Localized cases
of COVID-19. Generally
linked to arrival of infected
country.
Government campaigned
for health and safety.
Local transmission and
reported death.
Small quarantines begin.
Borders close more
broadly. Accelerating
infected case, not
necessary death.
Localized COVID-19
emergency actions.
Against large gatherings.
Public places closed
down. Rise of % of people
diagnosed.
Mass cases of COVID-19.
Communities lockdown.
Restaurants closures.
Restriction on small
gatherings.
COVID-19 quarantines lift
beyond region/country’s
most affected hotspots.
Source: Tracking the impact on FMCG, Retail, and Media, Nielsen, 16 March 2020

6. ‹#›
1.2 Top fear of COVID-19 is not a virus, but an impact on individual financial health.
Source: Financial health bets well-being as top fear in Asia, Kantar Worldpanel
*** The study used survey data from 3,000 respondents in Indonesia, Japan, Korea,
Philippines, Singapore and Thailand
Source: Coronavirus, the impact on consumers, Global Webindex (Webinar)
*** The study used survey data from 12,845 respondents, 16-64 year-old
internet users in Australia, Brazil, China, France, Germany, Italy, Japan,
Philippines, Singapore, South Africa, Spain, UK, and the U,S.
Findings from GWI and Kantar Worldpanel are aligned in a sense that consumers are worried about economic
recession outlook that could shaken their personal financial stabilities.

7. ‹#›
Lower income individual
has the least change in
behavior in response to
the outbreak in certain
activities like social
gatherings, F&B and
household supplies
purchase.
Gen Z avoids social
gatherings most.
Source: GWI Coronavirus Research, March 2020. *
*** All stats in this report are from a
GlobalWebIndex March 2020 custom recontact
survey among 1,004 (Australia), 1,001 (Brazil),
1,003 (China), 1,016 (France), 1,010 (Germany),
1,010 (Italy), 1,079 (Japan), 1,008 (Philippines),
1,008 (Singapore), 573 (South Africa), 1,005
(Spain), 1,040 (UK) and 1,088 (USA) internet
users aged 16-64
1.3 Lower income and baby boomers individuals have the least behavioral changes.

8. ‹#›
Digital activities like
music streaming, and
messaging apps are
less prevalently found
in Gen X and Baby
Boomers.
Watching TV is
prevalent in Baby
Boomers.
Source: GWI Coronavirus Research, March 2020. *
*** All stats in this report are from a
GlobalWebIndex March 2020 custom recontact
survey among 1,004 (Australia), 1,001 (Brazil),
1,003 (China), 1,016 (France), 1,010 (Germany),
1,010 (Italy), 1,079 (Japan), 1,008 (Philippines),
1,008 (Singapore), 573 (South Africa), 1,005
(Spain), 1,040 (UK) and 1,088 (USA) internet
users aged 16-64
1.4 Time spent on digital is less prevalent among Gen X and Baby Boomers.

9. ‹#›
Consumers are
struggling to find Face
masks and sanitizer
products.
Information about long-
term plan to tackle the
outbreak is challenging
among younger
generation.
Source: GWI Coronavirus Research, March 2020. *
*** All stats in this report are from a
GlobalWebIndex March 2020 custom
recontact survey among 1,004 (Australia),
1,001 (Brazil), 1,003 (China), 1,016 (France),
1,010 (Germany), 1,010 (Italy), 1,079 (Japan),
1,008 (Philippines), 1,008 (Singapore), 573
(South Africa), 1,005 (Spain), 1,040 (UK) and
1,088 (USA) internet users aged 16-64
1.5 Sanitizing products are in high demand.

10. ‹#›
Consumers expect social
media to provide useful
news that is fact-based.
They also expect live-
streams of events.
Consumers are
somewhat neutral about
advertising during the
outbreak period.
Consumer sentiments are
common in all
generations.
Source: GWI Coronavirus Research, March 2020. *
*** All stats in this report are from a
GlobalWebIndex March 2020 custom
recontact survey among 1,004 (Australia),
1,001 (Brazil), 1,003 (China), 1,016
(France), 1,010 (Germany), 1,010 (Italy),
1,079 (Japan), 1,008 (Philippines), 1,008
(Singapore), 573 (South Africa), 1,005
(Spain), 1,040 (UK) and 1,088 (USA)
internet users aged 16-64
1.6 Brands are expected to provide factual and useful information and contents.

11. ‹#›
Consumers expect
brands to provide free
services and flexible
payment plan during
COVID-19 outbreak.
Source: GWI Coronavirus Research, March 2020. *
*** All stats in this report are from a
GlobalWebIndex March 2020 custom
recontact survey among 1,004 (Australia),
1,001 (Brazil), 1,003 (China), 1,016 (France),
1,010 (Germany), 1,010 (Italy), 1,079
(Japan), 1,008 (Philippines), 1,008
(Singapore), 573 (South Africa), 1,005
(Spain), 1,040 (UK) and 1,088 (USA) internet
users aged 16-64
1.7 Consumers need brand to alleviate their wallets.

12. ‹#›
#2
Shopping behavior

13. ‹#›
Consumer in urban area are more
concerned about health risk. They
go out less and avoid crowded areas
as evidenced by less shopping trips.
Increase in online shopping across
these markets over the past two
months was due to consumers
getting items that are out of stock in
physical stores.
2.1 -4% decline in shopping trips vs +43% increase in online grocery shopping transaction.
Total FMCG % change Jan’20 vs Dec’19 - average # of shopping trips
Source: How the epidemic is impacting Thailand’s FMCG, Kantar Worldpanel

14. ‹#›
2.2 It is not panic-buying. It is preventive buying to create safe environment.
Thai consumers have focused on
“self-sterilisation” products such
as mouthwash, soap (particularly
those with strong hygiene and
anti-bacterial efficacy) and
household cleaners.
.
Total FMCG % change Jan’20 vs Dec’19 - average # of shopping trips
Source: How the epidemic is impacting Thailand’s FMCG, Kantar Worldpanel

15. ‹#›
2.3 F&B enjoys high growth during COVID-19 outbreak.
Beverage brands that have
clear added value are growing
exceptionally strongly like
Bird’s Nest, Essence of
Chicken, functional drinks and
sterilised milk.
Source: COVID-19 the story so far Thailand, Kantar Worldpanel, 18 March 2020

16. ‹#›
2.4 Consumers have expectation for brands as safety and hygiene has heightened.
Some markets take extreme measure
to safeguard populations from the
outbreak through quarantines, #WFH,
to halting manufacturing activities.
Some markets don’t go to the extreme
measures.
Nevertheless, in both measures
consumer demand has been disrupted
for they are being precautious. There’s
likely to have an impact on brand
choices as consumers are looking for
safety, transparency, and
trustworthiness from the brand they
choose.
Source: Financial health bets well-being as top fear in Asia, Kantar Worldpanel
*** The study used survey data from 3,000 respondents in Indonesia, Japan, Korea,
Philippines, Singapore and Thailand

17. ‹#›
2.5 Asian markets are re-prioritizing eating habits post COVID-19 outbreak.
Cluster #2
Low change to medium
change in eating at
home habits.
PH JP ID
39% 30% 20%
ID JP VN PH
18% 18% 17% 16%
S.KR TH CH HK
18% 18% 17% 16%
Cluster #3
Low change in take
away food ordering
Cluster #4
high change in
food delivery
Source: Asian consumers are rethinking how they eat post COVID-19, Nielsen, 27 March 2020
Cluster #1
High change to eating at
home habits.
CH HK MY VN S.KR
86% 77% 62% 62% 625

18. ‹#›
2.6 Tourism will face immediate impact from sharp declining international tourists.
Source:Respond, Recover, Thrive. The impact of COVID-19 on the economy. A view from Thailand., Deloitte, March 2020

19. ‹#›
2.7 Thailand faces immediate impact from COVID-19 due to reliance on tourism.
Travel restrictions, COVID-19 fear, flight
cancellation, reduced in travel demand will
cost a drastic economic downturn and take
time to recover.
Source:Respond, Recover, Thrive. The impact of COVID-19 on the economy. A view from Thailand., Deloitte, March 2020

20. ‹#›
#3
Sales and
advertising impact

21. ‹#›
3.1 Overall trend of online sales is still growing led by product of necessity.
*** Important notes
attentive is a personalized mobile
messaging platform that works
with over 1,000 leading brands,
including many of the top online
retailers in the world, generating
billions of dollars in online sales.
The following charts are provided
from anonymized attentive data.
Data is provided as of end of the
day on Wednesday, March 25, 2020.
Source: COVID-19: e-commerce trend and tactics, attentive, 25 March 2020

22. ‹#›
3.2 Apparel - Baby and children clothes remain somewhat positive.
Apparel
Men and women apparel sales
are declining. However,
children & baby apparel are at
its peak during mid March.
Trending items
Bathrobes, comfort onesies,
pajamas.
Source: COVID-19: e-commerce trend and tactics, attentive, 25 March 2020

23. ‹#›
3.3 Sales peaks at specific period.
Source: COVID-19: e-commerce trend and tactics, attentive, 25 March 2020

24. ‹#›
3.4 Sales peaks during #WFH.
Source: COVID-19: e-commerce trend and tactics, attentive, 25 March 2020

25. ‹#›
Source: COVID-19: e-commerce trend and tactics, attentive, 25 March 2020
3.5 Sales peaks during stricter quarantines.

26. ‹#›
3.6 Advertising spend recession is certain, but not the same as crisis in 2009.
Given business activities disrupted
by COVID-19 outbreak, FMCG ad
spend is shifting to online.
Some FMCG sub-categories are
slower to move to online because
they don’t sell products directly
through digital channels.
In time of crisis, it is opportunity for
brands to build lasting relationships
by being positive and proactive.
Source: Global Ad trend FMCG & COVID-19, WARC, March 2020

27. ‹#›
3.7 Media ad spending in Thailand is expected to fall by 4.4%.
A decrease in media ad spending
would mainly come from tourism,
retail, and automobile sectors. The
biggest drop would be for
newspapers (-35%), followed by
magazines (-20%).
Digital is expected to be the only
channel that may see growth this
year with precautions that the
spending was rising from insurance
firms by 18 million baht as they offer
COVID-19 insurance packages.
Source: MAT predicts ad spending to record first ever decline, Bangkok Post, 10 March 2020

28. ‹#›
3.7 Consumers are neither positive, nor negative about advertising during this time.
Source: Coronavirus, the impact on consumers, Global Webindex (Webinar)
*** The study used survey data from 12,845 respondents, 16-64 year-old internet users in Australia, Brazil, China,
France, Germany, Italy, Japan, Philippines, Singapore, South Africa, Spain, UK, and the U,S.

29. ‹#›
#4
Moving forward

30. ‹#›
4.1 Should I stop advertising? Temporarily if needed, yes.
According to Kantar Millward Brown study, being
temporarily off-air (maximum six months) does
little impact on brand and business metrics.
The graph shows that while Total Brand
Communications Awareness (TBCA) drops
significantly, the brand image and trial has
minimal impact in the short run.
Source: What happened if I stop advertising, WARC.
In the other hand, being off-air too long (more than
six months) will cost weaken bond/ relationship with
consumers in terms of popularity, affinity,
leadership, difference, and price.

31. ‹#›
4.2 Supporting a brand with less expensive media could minimize negative impact.
Unlike TV, less expensive medium like radio,
promotion, or in-store activities could help
trigger memories of advertising from the
same brand.
It is better to maintain TBCA at its best to
sustain brand health in the long run.
Source: What happened if I stop advertising, WARC.

32. ‹#›
4.3 Investing in ad spend in time of recession brings long run advantage.
Maintaining ad spend could mean maintaining
brand growth. Analysis of Millward Brown
aggregated tracking data shows that reducing
ad spend correlated with declining sales and
eventually weakened brand performance in
the long run.
Source: What happened if I stop advertising, WARC.

33. ‹#›
4.4 During the outbreak, maintaining brand credibility with public interest is a must.
In this trying time, “adapt” is the act all brands must be comfortable with and be fast enough.
1
Agility in media planning
Minimize OOH
Increase digital
Maintain OTT
Improving distribution
Inject e-commerce
channels
Communicate with purpose
Be a good corporate citizen
Public interests over sales
2 3
Source: COVID-19 the story so far Thailand, Kantar Worldpanel, 18 March 2020

34. ‹#›
4.5 Pre-empt mix of messaging, media channels, and creative materials.
4
Targeting
Right message
Right audience
Right channels
Channel effectiveness
Channel messaging
Channel mix
Media phasing
Future focus
Improved media synergy
Right measurement metrix
5 6
Source: COVID-19 the story so far Thailand, Kantar Worldpanel, 18 March 2020
Assess role and objective of marketing communication mix. Optimize it. Not overdone or underdone it.

35. 35Prepared by Bonsey Jaden
Introduction

36. ‹#›
We are Digital
Brand Architects.
We build brands to thrive and win in the digital
world. Ground-up, top-down, sideways, inside-
out, outside-in, online, offline, through the
line, we build them with a vigil that's both
round-and off-the-clock, by digital and creative
natives.

37. ‹#›
. DA NANG .
We are in 8
markets globally.
With over 160 Bonsey Jadenites across 10
offices, we are able to keep our eyes and ears
on the pulse of the region, and deliver end-to-
end experiences without skipping a beat.
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38. ‹#›
We take a modular
approach to building
brands.
So that your brand continues to reinvent itself
to stay authentic, compelling and relevant to
your consumers from the start.
BrandX
brand experience

39. Singapore | Malaysia | Indonesia | Thailand | Vietnam
Philippines | Sydney | Melbourne
Singapore (HQ)
38 Chalanttip Building, 7th Floor, Unit 7B,
Convent Road, Silom, Bangrak, Bangkok 10500
Venus@bonseyjaden.com
http://bonseyjaden.com/
Confidential Version 1.0Agency Introduction / 2018
Let’s find out how we can work together.
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