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Understand Non-alcoholic
Beverage Market &Beverage Market &
Consumer’s Usage & Attitudeg
‐ Full Report ‐
• Prepared for:
• Prepared by: Synovate
Page 0 of 136© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport
• Prepared by: Synovate
• Date: Feb 18, 2011
Contents
• Research Design Overview 2
• Executive Summary 7
• Key Findings 34
• Additional Interesting Insights 118
• Appendix 131
© Synovate.2011 Page 1 of 136
Research Design
Overview
Background and Business Objectivesg j
Background
• APU company the largest producer of alcoholic and non-alcoholic• APU company, the largest producer of alcoholic and non-alcoholic
beverages in Mongolia, are looking at expanding their dairy and soft
drink manufacturing capacities, for which they want to launch a
comprehensive assessment of the beverage market in Mongolia.co p e e s e assess e t o t e be e age a et o go a
Business Objectives
• To identify the source of business growth as well as to explore new• To identify the source of business growth as well as to explore new
business opportunities for APU.
Th fi di f thi t d ill h l APU h d d i f ti• The findings of this study will help APU shape sound and informative
business strategies and better plan the expansion of dairy and
beverage production capacities.
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 3 of 136
Research Objectivesj
• The overall objective of this research is to gain a “thorough and
comprehensive consumer understanding with regard to dairy andcomprehensive consumer understanding with regard to dairy and
beverage”.
• The specific objectives are to achieve the below information :• The specific objectives are to achieve the below information :
- Market size and potential of dairy and beverage
- Penetration of category and subcategories
Motivation and barriers- Motivation and barriers
- Knowledge and perception
- Usage and purchase habit
Consumer profile of subcategories main packages and brands- Consumer profile of subcategories, main packages and brands
- Market dynamics
- Brand image
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 4 of 136
Research Design Overview
• Get the consumer language of quantitative study
• Deep dive the consumer attitude and perception
g
Phase I: Qualitative
(Focus group Deep dive the consumer attitude and perception
towards dairy and beverage
• Explore the category needs and potential
(Focus group
discussion)
• To achieve the incidence of soft drink and dairy
productsPhase II: Quantitative
(D t d • To achieve the consumer profile users and non users
• To gauge the usage barrier (among the non-users)
(Door to door
interview)
• To obtain usage and attitude information of the core
consumers
Phase III: Quantitative
(Door to door
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 5 of 136
• To quantify the qualitative findings
(Door to door
interview)
Notations: How to Read the Charts
1. Small base
• +: small base less than 50+: small base less than 50
• ++: small base less than 30
2. Zero percent is denoted by - . Percentage between 0 and 1 is
denoted by *denoted by *
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 6 of 136
Executive
Summary
Our overall insight into addressing your
marketing questions is
Your Marketing Question
marketing questions is…
Our Overall Insight/ Implications
• Does APU have a
business opportunity
in the soft drink & dairy
• Yes, APU has strong
potential in the soft drink
and dairy marketin the soft drink & dairy
industry?
and dairy market.
• Action: APU could launch
new soft drink & dairynew soft drink & dairy
category products in future
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 8 of 136
Information/ Data Supported
Consumers’ perception & purchasing habits could support the
launch of new products in the market
1
• Mongolian consumers care about their health & are eager for a healthy life
• Food & drinks are strongly associated with body health
• Drinks with healthy characteristic/ images will drive consumptionDrinks with healthy characteristic/ images will drive consumption
Health/
healthy life
Food &
drinks
Drinks with
healthy
characteristic
Eat/ drink
more
vegetable or
dairy
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 9 of 136
Source: Phase I - Qualitative (FGD)
Information/ Data Supported
Consumer habits of drinking soft drinks and dairy products
• Almost all consumers mixed drink both soft drinks and dairy products
2
Almost all consumers mixed drink both soft drinks and dairy products.
• In 3 months, on average consumers drank 8 categories of soft drink or
dairy products
C t ti ti A b f t i d k i t 3 thCategory consumption proportion
Only drink soft drinks
3 3
Average number of categories drunk in past 3 months
Only drink
dairy
d t 4 6
3.3
7.8
products 4.6
Any soft Any soft Any dairy
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 10 of 136
Drink both soft drinks & dairy drinks or dairy
products
drinks products
Source: Phase II - Quantitative (DTD): incidence check
Information/ Data Supported
enjoys a very positive image in the consumer’s mind
• APU is a well known experienced brand with the image of having a good
3
APU is a well known experienced brand with the image of having a good
reputation, a progressive company, with good product quality
• Consumers are open for soft drink & dairy products if APU produce them,
although APU are not strong or active in these industries
Positive feedback from consumers towards the matter of new industry
entry of soft drink and dairy for APU
4
• Top 3 - with interest (extremely interest + very interest + somewhat interest )
= 85%
7%Extremely interest
18%
60%
3%
Very interest
Somewhat interest
Somewhat not interest
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 11 of 136
Source: Phase I - Qualitative (FGD); Phase III – Quantitative (DTD): U&A
12%Not very interest
Our overall insight into addressing your
marketing questions is
Your Marketing Question
marketing questions is…
Our Overall Insight/ Implications
• Which categories
under soft drink and
dairy have potential
• Fruit juice is highly preferred and
will be increasingly consumed,
followed by RTD tea Packeddairy have potential
for entry?
followed by RTD tea. Packed
milk & yogurt are the favored
dairy products.
• Action: APU could grow their juice
& milk business and enter the RTD& milk business and enter the RTD
tea & packed yogurt industry. Mixed
category of ‘Juice + milk’ could be
considered based on the
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 12 of 136
considered based on the
information learnt from China.
Information/ Data Supported
Consumer’s attitude towards health directly points towards
juice/vegetable, milk and yogurt
• Consumers want to eat healthily, such as drink more milk and yoghurt /
1
tarag (local yoghurt), less CSD and eat more vegetables
• Perceived health benefits drive consumers to drink juice and dairy
Products Motivation for drinking
• Natural
• Nutritional
• Tasty
Juice
Tasty
• Quenches thirst
• Nice product color could increase appetite
• Nice and attractive packaging , eye-pleasing
• More natural no chemicals
Milk
• More natural, no chemicals
• More nutritious, rich of protein, Vitamin D, fats
• Good taste
• Good for bone growth as it contains calcium
• Made from milk nutritious
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 13 of 136
Tarag / yoghurt
Made from milk, nutritious
• Helps sleeping
Source: Phase I - Qualitative (FGD)
Information/ Data Supported
In UB, consumption of some beverage fluctuates depending on season,
however juice consumption is quite stable in winter and summer.
2
• Mongolian consumers tend to view juice as a healthy drink which could
strengthen immunity and against cold & flu
• Consumers drink juice in cold during warm season and mixed with hot
water in winter
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 14 of 136
Source: Phase I - Qualitative (FGD)
Information/ Data Supported
High penetration & less serious barriers towards juice, RTD tea, packed
milk & yogurt
3
Penetration No consumed(%)
Fruit juice
Bottled water
CSD
93
85
73 27
15
7
Soft Drinks
( )
Key barrier: dislike the taste (18%)
CSD
RTD tea
Mineral water
Vegetable juice 38
73
73
39
62
61
27
27
Vegetable juice
Energy drink
RTD coffee
Packed milk 87 13
38
33
23 77
67
62
Key barrier: too expensive (14%)Packed milk
Packed yoghurt
Fresh milk
Fresh yoghurt
87
83
69
58
13
17
31
42
Dairy
Key barrier: too expensive (14%)
Key barrier: too expensive (11%)
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 15 of 136
Fresh yoghurt
Flavored milk
58
24
42
76
Source: Phase II - Quantitative (DTD): incidence check; Phase III - Quantitative (DTD): U&A
Information/ Data Supported
Among the defined categories - fruit juice, RTD tea, packed milk and
packed yogurt have the largest market size
4
Penetration
Drinking Drinking
Share of
93Fruit juice 220,135
Penetration
(%)
frequency
(times/ week)
volume/pack
(average ml)
Market size
Share of
volume
Soft Drinks
2.6 910 30
73
33
23
RTD tea
Energy drink
RTD ff
109,723
13,948
Soft Drinks
2.6
1.4
2 6
578
302
356
15
2
323
87
RTD coffee
Packed milk
21,271
275,597Dairy
2.6
3.4
356
932
3
37
83
24
Packed yogurt
Flavored milk
275,597
73,998
23,762
Dairy
2.6
1.6
343
619
10
3
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 16 of 136
Source: Phase II - Quantitative (DTD): incidence check; Phase III - Quantitative (DTD): U&A
* Remark: Market size = penetration * frequency * volume/most often used pack
Share of volume=Each category market size/ total market size of all defined categories
Information/ Data Supported
Packed milk currently has the largest market size and also the largest
predicted growth in the future, followed by packed yogurt
• Comparatively high preference together with big increased drinking trend
5
Preference
(%)
(8-10 scores among 1-10 rating)
X
Increased Trend
(%)
(4-5 scores among 1-5 rating)
=
Potential index
(%)
Packed milk
Packed yoghurt
63
53
44
39
28
21
Fresh milk 39
39
33 13
Fresh yoghurt 18 33 6
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 17 of 136
Flavored milk 14 23 3
Source: Phase III – Quantitative (DTD): U&A
Information/ Data Supported
Among all soft drinks, fruit juice enjoys the biggest potential, with RTD
tea standing in second position
• Comparatively high preference together with big increased drinking trend
6
90 53 48F it j i
Preference
(%)
(8-10 scores among 1-10 rating)
X
Increased Trend
(%)
(4-5 scores among 1-5 rating)
=
Potential index
(%)
90
42
36
53
28
31
48
12
11
Fruit juice
RTD tea
Vegetable juice 36
26
24
31
29
26
11
8
6
Vegetable juice
Bottled water
Energy drink
38
16
16
26
26
6
4
CSD
Mineral water
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 18 of 136
13 13 2
Source: Phase III – Quantitative (DTD): U&A
RTD coffee
Information/ Data Supported
Other consideration – new product by mixing different categories based
on Chinese experience
7
In China, Nutri- Express – a unique combination of fruit juice & pure
milk, is welcomed by different consumers due to:
• Uniqueness: more than a traditional milk beverage
• Enriched health: dairy mixed with fruit’s nutrition
• A good alternative: claimed a good replacement for breakfast
+Milk + Juice
+Milk + Juice
=> new product
Comprehensive
3 tastes available
A good beverage
b th f kid &
Comprehensive
Nutrition
Convenient
replacement for
both for kid &
adults
Variable
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 19 of 136
replacement for
breakfast
packages
* Ingredients: B3, B6, B12, VA, VE, Taurine, Calcium, Magnesium, K, Sodium, Protein, Fat, Carbohydrate
Our overall insight into addressing your
marketing questions is
Your Marketing Question
marketing questions is…
Our Overall Insight/ Implications
• What factors/
characteristics should
be the focus for potential
• Features like Good taste
& strong suitability are
the key driversbe the focus for potential
categories?
the key drivers.
• Action: Deliver key driver
message, maintain
strength and improvestrength and improve
weaknesses for each
potential category
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 20 of 136
Summary of Key Characteristics
Category Strength, should be highlighted Weakness, should be improved
• Good for health with good ingredients • Design appealing package and made
Fruit juice
and nutrition. Tasty, has a wide
varieties
• Suitable for different people and help
to build a better life
it user friendly (e.g. easy to open)
• Design the package with different
suitable sizes
Tasty and thirst quenching Package material should be
RTD tea
• Tasty and thirst quenching
• Good suitability and could build a
healthy life
• Appealing appearance of package and
user friendly
• Package material should be
environmental friendly
• Reasonable price
• Channel distribution
y
Packed milk
• Rich varieties to choose from
• Package is appealing and user
friendly
• Improve the taste and ingredients
• Enlarge targets and educate
consumers drinking more milk could
improve life quality
Packed yogurt
• Healthy and trendy drink with good
ingredients
• Good taste with less sweet
• Enlarge drinking targets
• Deliver the message of energy
boosting or Improve this capability
• Reasonable price
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 21 of 136
• Reasonable price
Remark: the strength or weakness mentioned above are under specific competitive setting of soft drinks and dairy products respectively
Information/ Data Supported
Good taste is the key driver for both soft drink and dairy products.
Suitable for different people and benefit for a better life also could drive
consumption.
1
Soft drink Dairy
Product
Good taste
Good ingredients (e.g. milk source)
Has wide varieties to choose from
Constantly introduces new product
100
51
50
33
100
48
53
46
Soft drink Dairy
Product
related
Constantly introduces new product
More healthy
Appealing function (e.g. additional calcium added)
Value for money
Thirst quenching
16
11
5
1
64
27
43
26Thirst quenching
Packed
related
Appealing packaging/design
User-friendly packaging (e.g. easy to open)
Suitable package size
Use environmentally friendly packaging materials
49
43
36
12
54
52
47
23Use environmentally friendly packaging materials
Perception
Suitable for me
Suitable for family use
Makes me feel my family and I are living a better life
Trendy
75
60
59
42
3
88
83
72
74
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 22 of 136
Perception Trendy
I feel it is reliable/safe
Energetic
My kids like it
42
27
17
1
74
72
55
1Source: Phase III - Quantitative (DTD): U&A
Information/ Data Supported
Strength & weakness
Based on category performance, maintain strength & improve
weaknesses for each potential category
2
Strength & weakness
Performance of category key drivers Fruit juice RTD tea
Packed
milk
Packed
yogurt
Good taste
Product
related
Good ingredients
Has wide varieties to choose from
Package
related
Appealing packaging/design
User-friendly packagingy p g g
Perception
Suitable for me/ family
Help build a better life
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 23 of 136
p
Remark: Strength, should be maintained Weakness, should be improved
Source: Phase III - Quantitative (DTD): U&A
Information/ Data Supported
Delivering key considerations towards the soft drink categories
based on consumer interest, if APU produce.
3
40
46Product function
Good for health 15
39
Juice TeaSoft drinks
40
3
Good for health
More nutritious
Thirst quenching
P d t h t i ti
15
25
28
2
40Product characteristic
Suitability (e.g. for me or family)
Availability (e.g. rare in Mongolia, new product)
25
4
48
2
2
2
Convenience (e.g. for use/consume/carry around)
Price (e.g. current beverage is too expensive)
Quality (e.g. for better quality)
9
6
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 24 of 136
10
Qua y (e g o be e qua y)
Product taste (e.g. good taste) 12
Source: Phase III - Quantitative (DTD): U&A
Information/ Data Supported
Delivering key considerations towards the dairy categories based on
consumer interest, if APU produce.
4
22
64
10
58
Milk YogurtDairy
Product characteristic
Availability
12
16
1
13
33
5
7
2
Suitability (e.g. for me or family, with habit)
Convenience (e.g. for use/consume/carry around)
Price (e.g. economical)
Quality (e.g. for better quality)
8
3
2
26
3
6
4
23
y ( g q y)
Product function
Good for health
Boosts energy
Enriched with vitamin 2
3
2
1
3
4
4
Enriched with vitamin
Improves metabolism of human body
Ingredients of current dairy are not good
More nutritious
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 25 of 136
1
7
4
15
To prevent osteoporosis
Product taste (not too sweet)
Source: Phase III - Quantitative (DTD): U&A
Our overall insight into addressing your
marketing questions is
Your Marketing Question
marketing questions is…
Our Overall Insight/ Implications
• Who are my
competitors in potential
new category markets?
• APU faces strong
competition mainly from
local brandsnew category markets? local brands.
• Action: Strengthen APU’s• Action: Strengthen APU s
advantage and avoid
weakness, take
competitor’s weakness as
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 26 of 136
competitor s weakness as
self breakthrough
Information/ Data Supported
Juice: key competition comes from Vitafit, the strategy are as follows
• Focus on good taste and well packaged juice
• Pay attention to the price since the juice produced by Vitafit is cheaper
1
• Continue to deliver the brand image of progressive with planning, strengthen young
active image
Multi
Goy
Anar Bio juice Frutta
Aloe Jurjiin Shar Moya
DaMulti
juice
Anar Bio juice Frutta
/Lotte talst doctor semiya
Da
Imported
Jivertiin
orgil
Imported Imported
Aware 100 100 100 95 99 100 100 99 96 96
Familiar 99 100 95 83 91 97 99 93 89 88
Consider 99 98 92 75 87 94 97 86 84 82
Ever drunk 99 98 90 66 83 92 97 81 79 79
Currently drink 90 92 79 54 71 82 86 69 71 69
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 27 of 136
Loyalist 44 48 43 21 26 47 42 36 35 33
Source: Phase I - Qualitative (FGD); Phase III - Quantitative (DTD): U&A
Information/ Data Supported
RTD tea: key competitions come from Goy tea & Nestea
• Faced with very strong competition, APU could develop the product to cater for
consumer’s needs on tea and explore competitor’s blank area
2
• Strengthen the image on young and active
Goy tea Nestea Popsy tea Pokka teay p y
Aware 98 92 41 53
Familiar 94 84 22 28
Consider 91 80 20 24
Ever drunk 89 77 11 15
Currently drink 79 68 8 12
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 28 of 136
Loyalist 43 38 4 6
Source: Phase I - Qualitative (FGD); Phase III - Quantitative (DTD): U&A
Information/ Data Supported
Packed milk: key competitions come from SOO JSC & Vitafit, the
strategy are as follows
• To SOO JSC, APU should deliver an active image and strengthen their ads/
3
promotion
• To Vitafit: APU should pay attention to the packaging design
Shine
ilk
Avarga
h
Ugluu
ilk
Pure
ilk
Oelun
kh
Pure
ilk
Biye
b d i
Poldeni
milk chanar milk milk ekh milk bodooroi
o de
Arta
Aware 98 91 99 97 99 97 95 53
Familiar 95 76 92 91 91 88 81 42
Consider 92 68 85 85 81 79 70 37
Ever drunk 90 61 81 83 77 76 62 32
Currently drink 84 53 76 76 64 63 53 23
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 29 of 136
Loyalist 49 17 33 30 20 19 18 2
Source: Phase I - Qualitative (FGD); Phase III - Quantitative (DTD): U&A
Information/ Data Supported
Packed yogurt: key competition comes from SOO JSC
• Deliver an active and energy boosting image
• Strengthen ads promotion
4
• Provide a reasonably price product
Jimstei
yoghurt
Chudo
yoghurt
Jimstei
yoghurt
Fruttis
yoghurt
Slivochny
yoghurtyoghurt yoghurt yoghurt yoghurt yoghurt
Imported Saalichin Imported Imported
Aware 99 88 79 81 74
Familiar 93 78 69 68 63
Consider 88 71 62 62 55
Ever drunk 87 66 59 56 50
Currently drink 83 59 54 49 45
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 30 of 136
Loyalist 54 28 23 18 17
Source: Phase I - Qualitative (FGD); Phase III - Quantitative (DTD): U&A
Our overall insight into addressing your
marketing questions is
Your Marketing Question
marketing questions is…
Our Overall Insight/ Implications
• How to
communicate
with consumers?
• Consumer trust APU
→Action: Strengthen APU’s positive image
Health tast prod ct ith e e catchingwith consumers? • Healthy tasty product with eye-catching
package is welcome
→ Action: Develop tasty products with
appealing packagingappealing packaging
• APU is new/weak in new market
→ Action: Strengthen distribution to
fencourage preference
• Consumer’s favorite information channel is
TV
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 31 of 136
→ Action: Launch ads via TV or deliver
message by outdoor billboards
Communication Strategy - I
Branding Strengthen APU positive image in the consumer's mind: good
reputation, progressive, could successfully produce high
quality productquality product .
Develop young active image to cater to younger ages.
Product Offer product with good quality & rich nutrition, deliver the
message of healthy to body and life
Develop tasty product with variants or flavors to choose fromDevelop tasty product with variants or flavors to choose from.
Packaging Focus on tetra pack & plastic bottle packaging.
Develop appealing and functional package (easy for use/ carry
around and environmental friendly).
Design suitable size package (big size for family use sharing
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 32 of 136
Design suitable size package (big size for family use sharing
with others, small size for drinking on the road or at social area).
Communication Strategy - II
Pricing Provide at a reasonable price especial for new entry
markets of RTD tea and packed yogurt
Distribution As main purchasing channels, hyper/ supermarket and
grocery store are intensive and should be offered to
f i dencourage preference over competing products.
Supermarket Grocery store
Communication Continue to increase advertising (strengthening the
image of APU) and focus on TV and outdoor billboards.
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 33 of 136
Among all TV channels, UBS TV is useful as
consumer’s most contacted channel.
FindingsFindings
Supporting Key
Learnings
• Perception towards Health & Drinks
• Category Penetration & Perception
• Usage & Purchasing Behavior
• Brand Competitive Environment
• Opportunity for APU
Perception Towards Health & Drinks 
• Attitudes towards Health
• General Attitudes towards DrinksGeneral Attitudes towards Drinks
• Knowledge of Drinks
• Motivation & Barriers
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 35 of 136
Summary
How is the attitude towards health of Mongolian consumers?
• Food and beverage are closely associated with ‘Health’ in UB. In
consumer’s mind, it is healthy life if drink or eat more
milk/yogurt/tarag/vegetable and less CSD.
H t l t th d i k ll ?How to evaluate the drinks generally?
• Juice, CSD, milk and tarag are common drinks while the other drinks are
not extensive or weak availability or with some limitation (e.g. expensive).
What are the motivations?
• Good taste and good for health (e.g. nutritious, help sleeping) are the key
drivers for drinkingdrivers for drinking
What are the barriers?
• Inherent habits health concern not good taste and weak availability are
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 36 of 136
Inherent habits, health concern, not good taste and weak availability are
the key barriers for drinking
Attitudes towards Health
F d i t l i t d ith “h lth ” t Ul b t (UB)
When ‘healthy’ is mentioned, consumers would think of:
• Dietary
Food is strongly associated with “healthy” at Ulaanbaatar (UB) among
people aged 22-40 y.o.
y
− Eat regularly and properly
− Eat healthily such as:
− Drink more milk and yoghurt / tarag (local yoghurt)
− Use calcium enriched milk (married women aged 30+)( g )
− Eat more vegetables and less meat, fat-free meals
− Drink less CSD
− Eat less sugar and salt free meals
− Use more natural products
• Healthy lifestyle
− Sleep well
− Sufficient rest
• Exercise
− Play sports – basketball, table tennis, tennis etc.
− Go to gym, fitness club
− Walk more
− Play yoga (more women)
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 37 of 136
• Maintain a good mood – mental healthy
• Keep body warm, not to get sick easily
• Take health supplements
Phase I - Qualitative (FGD)
General Attitudes towards Drinks in UB
C t UB t th d i k b f ti d i di t
• Consumers were asked to group the beverages into groups based on their
understanding and perceptions
Consumers at UB segment the drinks by functions and ingredients
understanding and perceptions.
• Grouping across the groups are similar:
Dairy Water Juice Refreshing Supplementary CSD
drinks / hot
drinks
/ energy drinks
• Milk • Pure water • Juice • RTD tea • Energy drink • CSD
• Tarag
• Yoghurt
• Ayrag (fermented
mare’s milk)
• Fresh horse milk
• Mineral water
• Soda
• RTD coffee
gy
• Bakhus drink
• Fresh horse milk
• Milk tea
• Yellow milk
• Camel milk
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 38 of 136
Phase I - Qualitative (FGD)
Knowledge of Soft Drink
Th h t t i f b t d t th k tThough most categories of beverage are presented at the market
place, the offerings (brands and variants) are still not extensive (with
the exception of juice and CSD).
• Common soft drinks in UB
Common drinks at home Common drinks out of home
• Juice • Bottled water (summer)
• Tea bag tea
• Instant coffee (very few)
• CSD (more younger people)
( )
• Instant coffee (at office)
• Tea-bag tea (at office)
• Juice
• RTD tea
• Though consumers are well aware of the negatives of Cola some younger
• CSD
Though consumers are well aware of the negatives of Cola, some younger
people (those aged 30 y.o. below) still prefer Cola as it’s sparkling taste is
unique and thirst quenching
- Cola is perceived as “harmful” to bone, would cause bone broken easily
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 39 of 136
Phase I - Qualitative (FGD)
Knowledge of Dairy - I
U f d i d t t UB i
• Milk tea is a traditional drink both at home and out of home
• Tarag (local yoghurt) is also very commonly used
Usage of dairy products at UB is very common.
• Tarag (local yoghurt) is also very commonly used
• Yoghurt (referred as imported products) is less used among general
consumers due to the higher price
Common drinks at home Common drinks out of home
• Mike tea
• Milk (boiled)
• Hot tea / milk tea (winter)
T ( t ffi )
Milk (boiled)
• Tarag
• Tarag (at office)
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 40 of 136
Phase I - Qualitative (FGD)
Knowledge of Dairy - II
D i ti i tl b
• Rich availability with lower price
• Both fresh milk and packaged milk exist at UB.
Usage of fresh milk is still very popular at UB
Dairy consumption varies greatly by season
− Usage of fresh milk is still very popular at UB
− Believed to be more fresh => more nutritional
• Much lower price => economical
• Habit of drinking ‘boiled’ fresh milkg
• As such, consumers do not have a habit to drink milk “straightly” as fresh milk
need to be boiled in order to kill germs. People claimed that they drink “boiled milk”
about once a week only. Also Mongolian milk is fat-rich and therefore, needs to
be diluted first before drinking straight. Generally, people rarely drink fresh milkg g y, p p y
straight.
• Fresh milk is rich available in summer but less available in winter
• Fresh milk is widely available at the wet markets and outside the residential areas
at summer Traders would bring fresh milk from the countryside to city of UBat summer. Traders would bring fresh milk from the countryside to city of UB.
• However supply of fresh milk would drop substantially at winter and price also
goes up
− USD0.25 / L at summer and USD1.5 / L at winter
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 41 of 136
− Consumers would consume less milk or buy packaged milk (at TBA) in
winter from nearby shops.
Phase I - Qualitative (FGD)
Perceived benefits of dairy / beverages are
stayed at functional levelstayed at functional level
Products Positives Negatives
• More natural no chemicals • News about packaged milk is
Milk
• More natural, no chemicals
• More nutritious, rich of protein,
Vitamin D, fats
• Good taste
• Good for bone growth as it
• News about packaged milk is
made from milk powder, not from
fresh milk => low nutritional value
but sell at high price
• Causes constipation if drink too
contains calcium much
Tarag / yoghurt
• Made from milk, nutritious
• Helps sleeping
• Natural
• Nutritional
• Tasty
• Contains too much sugar
=> increase weight
=> cause diabetic if over use
Juice • Quenches thirst
• Nice product color => increase
appetite
• Nice and attractive packaging =>
l i
• Artificial is added to make the
juice looks so colorful?
• Reduce the appetite of children
as it contains sugar
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 42 of 136
eye-pleasing
Phase I - Qualitative (FGD)
Barriers of Soft Drink Consumption
I h t h bit h lth d t d t t th k
Bottled Water Mineral Water CSD RTD tea
Inherent habits, health concern and not good taste are the key
directions of barrier
• Not necessary, current
drink is enough (24%)
• Just drink boiled
beverage (22%)
• Not necessary, current
drink is enough (24%)
• No habit of drink this
kind of beverage(15%)
• Not healthy/ be
harmful to body (45%)
• Cause osteoporosis
(19%)
• Dislike the taste (18%)
• Not interested in the
drink (14%)
• No habit of drink thisg ( )
• No habit of drink this
kind of water (9%)
• Dislike the taste (7%)
g ( )
• Not interested in the
drink (11%)
• Dislike the taste (12%)
• Strong taste (8%)
( )
• Dislike the taste (8%) kind of beverage(13%)
• Not necessary, current
drink is enough (9%)
Fruit Juice
• Dislike the taste (18%)
• No habit of drink this
Vegetable Juice
• Dislike the taste (26%)
• Strong taste (11%)
Energy Drink
• Don’t know this drink
(16%)
RTD Coffee
• Not healthy (18%)
• No habit of drink this
kind of beverage(12%)
• Not interested this
juice (10%)
• Too expensive (10%)
• Too sweet (9%)
g ( )
• Not interested in this
juice (10%)
• No habit of drink this
kind of beverage (9%)
( )
• Not necessary, current
drink is enough (14%)
• Too expensive (13%)
• Not drink this kind of
beverage (10%)
kind of beverage
(13%)
• Do not know this drink
(12%)
• Drink instant coffee
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 43 of 136
Phase II - Incidence check: P2/Q2. Please tell me all the reasons why you not consumed any soft drink. What are the main reasons?
• Too sweet (9%) beverage (10%)
• Dislike the taste (8%)
• Drink instant coffee
(7%)
Barriers of Dairy Consumption
The formed drinking habit and price sensitivity are the key barriers for
• Not hygienic (32%)
The formed drinking habit and price sensitivity are the key barriers for
packed dairy. While availability and hygiene are the two main
considerations affect to drink fresh dairy
Fresh milk
• Not available (20%)
• Packed is better, simple to use (8%)
• No habit of drinking this kind of dairy (6%)
• Habit of dinking fresh milk only (23%)
Packed milk
• Too expensive (14%)
• Not necessary, current drink is enough (12%)
• No habit of drink this kind of dairy (11%)
• Not available (27%)
N t h i i (22%)
Fresh yogurt
• Not hygienic (22%)
• Dislike the taste (6%)
• Packed is better, simple to use (6%)
• No habit of drinking this kind of dairy (14%)
Too expensive (11%)
Packed yogurt
• Too expensive (11%)
• Not necessary, current drink is enough (11%)
• Dislike the taste (8%)
• Don’t know this product (16%)
• No habit of drinking this kind of dairy (15%)
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 44 of 136
Flavored milk
• No habit of drinking this kind of dairy (15%)
• Dislike the taste (15%)
• Not interested in the dairy (8%)
Phase II - Incidence check: P2/Q2. Please tell me all the reasons why you not consumed any soft drink. What are the main reasons?
Category Penetration & Perception
• Penetration & Market Share
• Category PreferenceCategory Preference
• Drinking Evolution in 2011
• Category Image Association
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 45 of 136
Summary - Category Performance
Consumption incidence
• The incidence of fruit juice, bottled water, packed milk and packed yogurt
are very high (above 80% of past 3 months drinking incidence)
• Except for bottled water less consumed by 13-19 years old, the other three
categories enjoy high incidence across all ages.
Category preference
• Consumers show strong preference towards fruit juice (90% preference
across all ages)across all ages)
• For dairy, packed milk, tarag & yogurt are welcome (more than 50%
preference)
Drinking evolution in 2011
• Based on around 50% stable market, fruit juice, packed milk and packed
yogurt have strong potential to increase future market.
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 46 of 136
y g g p
Summary - Category Drivers & Perception
Category drivers
• Good taste dominantly is the key driver both for soft drink and dairy
products
• Suitability and good for life are also perceived as key factors for soft drink
and dairy products drinking
Category perception
• Soft drink:
F it j i f ll d li k d i ’ f ll d b RTD t- Fruit juice can successfully deliver key driver’s message followed by RTD tea
- But the package of fruit juice is not appealing and user-friendly (e.g. easy to
open). The pack size is also not suitable.
• Dairyy
- Fresh dairy performs better on key drivers than packed dairy
- Packed yogurt is deemed as good taste but should enhance its suitability and
image of reliable and trendy.
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 47 of 136
Past 3 Months Consumption Incidence
A i h t i f l h li d i k f it j i b ttl dAmong rich categories of non-alcoholic drinks, fruit juice, bottled
water, packed milk and packed yogurt are very popular among
Mongolian consumers.
Soft Drinks Dairy
Base: All respondents (n=939)
93
85
73
Fruit juice
Bottled water
CSD
Packed milk
Packed yogurt
F h ilk
87
83
6973
73
39
CSD
RTD tea
Mineral water
Fresh milk
Fresh yogurt
Flavored milk
69
58
24
38
39
33
Mineral water
Vegetable juice
Energy drink
Flavored milk 24
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 48 of 136
23
Phase II – Incidence check: P1/Q1. Which of the following types of beverage have you ever consumed/drunk in the last 3 months?
RTD coffee
Market Share
B ttl d t d f it j i d i th 40% ft d i k k tBottled water and fruit juice drive more than 40% soft drink markets.
Packed & fresh milk dominate 60% share of dairy market.
Market share = population * penetration * drinking frequency
Base: All respondents (n=939)
RTD
Soft Drinks Dairy
Bottled
water
23%
RTD
coffee
5%Vegetable
juice
5%
Energy
drink
4%
Packed
milk
Flavored
milk
4%Fresh
yoghurt
15%
Mineral
water
6%
milk
31%
15%
Packed
Fruit juice
22%
RDT tea
17%
F h ilk
Packed
yoghurt
22%
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 49 of 136
Phase II – Incidence check: P1/Q1. Which of the following types of beverage have you ever consumed/drunk in the last 3 months?
22%
CSD
18%
Fresh milk
28%
Market Size & Share of Volume
A th d fi d t i f it j i RTD t d k d ilkAmong the defined categories, fruit juice, RTD tea and packed milk
enjoy the largest market size.
Market size = penetration * frequency * volume/pack
Base: All respondents
Penetration
(%)
Drinking
frequency
(times/ week)
Drinking
volume/pack
(average ml)
Market size
Share of
volume
Soft Drinks
93
73
33
Fruit juice
RTD tea
E d i k
220,135
109,723
2.6
2.6
1 4
910
578
302
30
15
233
23
Energy drink
RTD coffee
13,948
21,271
1.4
2.6
302
356
2
3
87
83
Packed milk
Packed yogurt
275,597
73,998
Dairy 3.4
2.6
932
343
37
10
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 50 of 136
24Flavored milk 23,7621.6 619 3
Phase II – Quantitative (DTD): incidence check; Phase III – Quantitative (DTD): U&A
Category Preference
F it j i k d ilk & t & t j th t 4 f dFruit juice, packed milk & tarag & yogurt enjoy the top 4 preferred
beverage or dairy products among all drinks.
Top 3 scores (8-10) among 10 (1-10) ratings
Soft Drinks (n=544) Dairy (n=556)
Base: All respondents
90
42
38
Fruit juice
RTD tea
CSD
Packed milk
Packed tarag
P k d t
63
62
5338
36
26
CSD
Vegetable juice
Bottled water
Packed yogurt
Fresh yogurt tarag
Fresh milk
53
48
39
24
26
16
Bottled water
Energy drink
Mineral water
Fresh milk
Flavored milk
Soya milk
14
39
3
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 51 of 136
13
Phase III – U&A: Q1. Among all beverage as below what's your preference to each beverage/ dairy?
RTD coffee
Drinking Evolution in 2011
B d d h lf t bl k t f it j i k d t dBased on around half stable market, fruit juice, packed tarag and
packed milk have strong potential to increase future market
Top 2: drink more than 2010 (much more and little more than 2010)
Soft Drinks (n=544) Dairy (n=556)
Base: All respondents
Top2 Top2
Fruit Juice
Vegetable Juice
12
8
44
50
33
22
20
812
53
31
Packed tarag
Packed milk
23
4
47
50
36
33
12
113
47
44
Top2 Top2
Bottled water
RTD tea
Mineral water
5
6
13
6
7
8
61
59
53
21
20
22
8
7
5
29
28
26
Packed yogurt
Fresh milk
Fresh yogurt tarag
7
6
8
7
11
8
47
51
51
27
26
25
12
6
8
39
33
33
Energy drink
CSD
RTD C ff
20
15
29
8
26
11
47
44
47
19
11
10
6
5
3
26
16
y g g
Flavored milk
Soya milk
19
35
9
7
49
47
21
10
3
1
23
11
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 52 of 136
Phase III – U&A: Q2. Compared to the this year (2010), how do you think the evolution of your drinking habit of next year 2011?
RTD Coffee 2911 47 103
Much less (1) Little less (2) Same (3) Little more (4) Much more (5)
13
Attribute Importance Measurement (AIM)
Derived Importance (Image Drivers)– Derived Importance (Image Drivers)
• AIM combines data on preference with that on image associations.
• It examines which image attributes are associated with preferred and
non-preferred categories and determines how important each of
these image attributes is in driving category preferencethese image attributes is in driving category preference.
• This “Importance Ladder” is then re-based as 1 to 100 for easy
interpretationinterpretation
- A score of 1 is issued if the person indicates that none of the categories
preferred has the attribute
A score of 100 is issued if the person indicates that all their preferred- A score of 100 is issued if the person indicates that all their preferred
categories have that attribute
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 53 of 136
Standardised Category Image - Explanation
• Raw image data can be misleading.
- Well-known categories tend to score highly on every image attributeWell known categories tend to score highly on every image attribute.
- If they are really doing so well, why are there other categories available in
the market?
• Data standardization provides a more realistic view.
- It identifies the relative strengths and weaknesses of each of the
measured category.measured category.
- It highlights the category’s reasons for being in the market.
- It provides insights into the areas where improvement should be
considered.
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 54 of 136
Drivers for Soft Drink Category Preference
G d t t i th k d i f ft d i k t f Th
100Good taste
Good taste is the key driver for soft drink category preference. The
ideal soft drink is treated as a beverage close with consumers.
Base: All respondents
(soft drink: n=544)
Importance
100
75
60
59
51
Good taste
Suitable for me
Suitable for family use
Makes me feel my family and I are living a better life
Good ingredients (e.g. milk source)
50
49
43
42
Good ingredients (e.g. milk source)
Has wide varieties to choose from
Appealing packaging/design
User-friendly packaging (e.g. easy to open)
Trendy 42
36
33
27
17
Trendy
Suitable package size
Constantly introduces new product
I feel it is reliable/safe
Energetic 17
16
12
11
5
Energetic
More healthy
Use environmentally friendly packaging materials
Appealing function (e.g. additional calcium added)
Value for money
Color Meaning
Red Prod ct related
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 55 of 136
5
1
1
Value for money
My kids like it
Thirst quenching
Red Product related
Green Package related
Blue Perception towards soft drink
Image Association of Soft Drinks
Fruit juice is successful to deliver the perception of good taste and
Bottled water Mineral water CSD
RTD tea Fruit Juice Vegetable Juice
Energy drink RTD Coffee
Good taste
Base: All respondents
(soft drink: n=544)
Fruit juice is successful to deliver the perception of good taste and
better suitability.
Importance
Suitable for me
Suitable for family use
Makes me feel my family and I are living a better life
Good ingredients (e.g. milk source)
Has wide varieties to choose from
Appealing packaging/design
User-friendly packaging (e.g. easy to open)
Trendyy
Suitable package size
Constantly introduces new product
I feel it is reliable/safe
Energeticg
More healthy
Use environmentally friendly packaging materials
Appealing function (e.g. additional calcium added)
Value for money
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 56 of 136
Value for money
My kids like it
Thirst quenching
Strong
association
Weak
association
Average
Drivers for Dairy Category Preference
G d t t i l th k d i t d i d t S it bl li bl
100Good taste
Good taste is also the key driver to dairy products. Suitable, reliable
and trendy dairy is well preferred by consumers.
Base: All respondents
(dairy: n=556)
Importance
100
88
83
74
72
Good taste
Suitable for me
Suitable for family use
Trendy
Makes me feel my family and I are living a better life
72
64
55
54
Makes me feel my family and I are living a better life
I feel it is reliable/safe
More healthy
Energetic
Appealing packaging/design 54
53
52
48
47
Appealing packaging/design
Has wide varieties to choose from
User-friendly packaging (e.g. easy to open)
Good ingredients
Suitable package size 47
46
43
27
26
Suitable package size
Constantly introduces new product
Value for money
Appealing function (e.g. additional calcium added)
Thirst quenching
Color Meaning
Red Prod ct related
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 57 of 136
26
23
1
Thirst quenching
Use environmentally friendly packaging materials
My kids like it
Red Product related
Green Package related
Blue Perception towards dairy
Image Association of Dairy Products
Fresh milk Packed milk Flavor milk
Fresh yogurt tarag Packed yogurt Packed tarag
Good taste
Base: All respondents
(dairy: n=556)
Importance
Good taste
Suitable for me
Suitable for family use
Trendy
Makes me feel my family and I are living a better lifeMakes me feel my family and I are living a better life
I feel it is reliable/safe
More healthy
Energetic
Appealing packaging/designAppealing packaging/design
Has wide varieties to choose from
User-friendly packaging (e.g. easy to open)
Good ingredients
Suitable package sizeSuitable package size
Constantly introduces new product
Value for money
Appealing function (e.g. additional calcium added)
Thirst quenching
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 58 of 136
Thirst quenching
Use environmentally friendly packaging materials
My kids like it Strong
association
Weak
association
Average
Usage & Purchasing Behavior
• How Often do They Consume?
• When? Where? Occasion? How?When? Where? Occasion? How?
• How Often do They Purchase?
• Where to Purchase?
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 59 of 136
• How Consumer Considered When Purchasing
Summary - Consumption Behavior
Soft Drink Dairy
Consumption
frequency
• Bottled water and CSD consumed more
frequent with around 3 times consumption per
week, followed by fruit juice and RTD tea
• 4 times per week for fresh milk followed
by 3.4 times per week for packed milk
• Less frequency for yogurty j Less frequency for yogurt
When • Like drink at any time
• Lunch time for RTD tea and coffee, evening
time (after dinner) for fruit juice and energy
drink
• Like drink at any time
• In the morning at breakfast for packed
milk, in the evening (after dinner) for
packed tarag and yogurt
Where • At home/office/school
• On the road
• Mainly at home
Occasion • RTD tea and fruit juice help to thirst quenching,
energy drink and RTD coffee could supplement
• Dairy product could sharing with others,
packed yogurt & tarag can help to drivegy pp
energy
p y g g p
sweet perception after meal
How-package • Plastic bottle/PET for RTD tea and fruit juice,
can for energy drink and RTD coffee
• Tetra pack/carton pack for milk and
tarag, plastic bottle/PET for yogurt
How-volume • Like drink in several times • Like drink several times
• Favorite pack volume is less than 600ml for
RTD tea/ energy drink/ RTD coffee and more
than 600ml for fruit juice
• Favorite pack volume is big pack (more
than 600ml) for packed milk & tarag
How-temp • Room temperature or chilled • Chilled
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 60 of 136
How-sharing • Sharing with others for fruit juice
• RTD tea & coffee, energy drink mainly for own
consumption
• Sharing with others
General Habit of Soft Drink Consumption - I
J i i ll t d t UB
How often How When & Where Format / package Who
Juice is well accepted at UB.
Juice
2-3 times a week to
once a week
Room temp or
chilled
Various
• At home
• Office
For sharing / family
consumption
• TBA 1L
Gl b ttl (500 l)
All ages
• Schools • Glass bottle (500ml)
For own consumption
• Plastic bottle (500ml)
• Glass bottle (500ml)
Bottled water
More used at
summer
Mainly chilled
Some room temp
On the road Plastic bottle
• 500 ml for own
All ages
• 3-4 times a week consumption
• 1-1.5 L for sharing
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 61 of 136
Phase I - Qualitative (FGD)
General Habit of Soft Drink Consumption - II
RTD t i t ti ff th d hil th b d
How often How When & Where Format / package Who
RTD tea is starting off the ground while other beverages are under
development.
RTD tea
More often at
summer
• 2-3 times a week
Room temp or
chilled
At office
On the road
Plastic bottle (HDPE)
• 500 ml for own self
• 1-1.5 L for sharing
Skewed
towards young
people
among users
• Once a week at
winter
g
Energy drinksgy
High awareness but
usage is limited ,
probably due to the
high price and lack
of knowledge
Room temp or
chilled
On the road
During or after
sports
Can (200ml, 250ml,
500ml)
More amongst
young people
g
RTD coffee
Not a popular drink
yet
Room temp Outdoors Plastic bottle (1L)
Can (200ml, 240ml)
Young people
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 62 of 136
Phase I - Qualitative (FGD)
( , )
General Habit of Dairy Consumption - I
Milk i l d th h i t b k t i t d t th
How often How When & Where Format / package Who
Milk is commonly used, though usage is set back at winter due to the
shortage of supply, thus higher price.
Fresh milk
Mainly in summer
• Almost everyday
(Mainly) For milk tea
Sometimes (once a
week) drink fresh
milk after boil
At home
• Morning, evening
• Anytime as milk
tea is a popular
Bulk - people take
buckets / containers from
home
All family
members
Women,
children andmilk after boil
Straight drinking of
raw fresh milk is not
in place due to the
danger of brucellosis
tea is a popular
drink at home
children and
older people
are heavy users
Packed milk
All seasons, less in
summer due to the
ample supply of
fresh milk
Both drink directly or
for milk tea
At home
• If drink direct,
mainly morning or
evening
TBA at 1 L Similar to fresh
milk, all family
members
evening
• If making milk tea,
anytime of the
day
Ayrag (fermented horse milk)
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 63 of 136
Phase I - Qualitative (FGD)
y g ( )
Mainly in summer Chilled At home Bulk All family
members
General Habit of Dairy Consumption - II
D t th bl i d ti f f h l ll
How often How When & Where Format / package Who
Due to the very reasonable price and perception of freshness, locally
made tarag is much more commonly used than yoghurt.
p g
Tarag (locally made yoghurt)
Summer
• Daily to 3-4 times
a week
Chilled Mainly at home,
more at evening as it
is believed it could
Family package of 1L at
• TBA
• Plastic bag
All ages, but
more skewed
towards womena week
Winter – less often
due to the shortage
of supply and cold
weather
help sleeping
• Plastic bag
and children
Yoghurt (imported product)
Less often than
tarag due to the
Chilled At home
At ffi
TBA (1L)
Pl ti
More for
childrentarag due to the
higher price
At office
Outdoor
Plastic cups children
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 64 of 136
Phase I - Qualitative (FGD)
Consumption Frequency
O b ttl d t d CSD d f tOn average, bottled water and CSD are consumed more frequent
with around 3 times per week. For dairy, fresh milk is consumed
frequently with 4 times consumption per week.
Mean value: average drinking times per week
Soft Drinks Dairy
Base: All respondents who drink the beverage/dairy in past 3 months
Mean value: average drinking times per week
3
2.8
Bottled water
CSD
Fresh milk
Packed milk
4
3.4
2.6
2.6
2 6
Fruit juice
RTD tea
RTD ff
Packed yogurt
Fresh yogurt
Fl d ilk
2.6
2.6
1 6
1.6
2.6
1.5
RTD coffee
Mineral water
Vegetable juice
Flavored milk 1.6
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 65 of 136
Phase II – Incidence check: P4/Q4. How often do you consume the beverage/dairy in the past three months?
1.4
ege ab e ju ce
Energy drink
Drinking Time
In UB consumers have the habit of drinking soft drink and dairy since they likeIn UB consumers have the habit of drinking soft drink and dairy since they like
drink such categories whenever they want. Specifically speaking, consumers
tend to drink packed milk at breakfast, RTD tea & coffee at lunch time, fruit
juice, energy drink, packed yogurt and tarag in the evening (after dinner).
B All d tBase: All respondents
who drink the
beverage/dairy in past
3 months
Packed soft drink Packed dairy
RTD
tea
Fruit
juice
Energy
drink
RTD
coffee
Packed
milk
Flavored
milk
Packed
yogurt
Packed
tarag
Base 341 526 140 81 511 43+ 293 453
68
187
50 72
102
51 68
102
54 54
2312
44 45
7449
21 53
3321
37 66
123
47 51
82
25Whenever want to drink
Breakfast
47
3
23
9
37
1
11
9
11
4
6
10
28
6
17
15
43
3
13
15
23
7
9
19
18
1
5
7
142
5
Morning (after
breakfast/before lunch)
At lunchtime
*
229
4 15
247
7 22
1710
812
219
410
142
7 32
2612
9 28
186
7 23
143
14 33
In the afternoon (after
lunch/before dinner)
At evening meal time
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 66 of 136
Phase III – U&A: Q4a. When do you usually drink it? Q4b. When do you dink it most often?
165 4220 2416 197 175 235 5030 6953In the evening (after
dinner)
Dark color: Most often drinking time; Light color: General drinking time
Drinking Occasion
D i i ki d f d i k it bl f h i ith f il E d i k
P k d ft d i k P k d d i
Dairy is a kind of drink suitable for sharing with family. Energy drink
and RTD coffee can supplement energy. RTD tea can help to thirst
quenching.
B All d t Packed soft drink Packed dairy
RTD
tea
Fruit
juice
Energy
drink
RTD
coffee
Packed
milk
Flavored
milk
Packed
yogurt
Packed
tarag
Base 341 526 140 81 511 43+ 293 453
10 13 3 15 30 14 9 15When I have a meal
Base: All respondents
who drink the
beverage/dairy in past
3 months
10
9
66
35
13
11
56
48
3
65
18
17
15
36
15
15
30
21
27
16
14
30
19
21
9
15
6
47
15
17
7
45
When I have a meal
I need energy
I want some sweet after a meal
When I am thirsty 66
5
15
32
56
11
57
18
22
12
15
30
14
27
7
61
19
21
44
6
8
50
7
5
65
When I am thirsty
I need sth to comfort & cheer me
I am together with my family
15
16
18
37
55
21
21
12
10
17
4
5
13
26
2
9
21
7
9
13
5
8
10
2
I am sharing a good time with others
I am celebrating a festive occasion
Window shopping
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 67 of 136
24
21
Phase III – U&A: Q5. For which occasion do you usually drink it?
29
16
10
16
4
4
3
4
2
16
8
2
2
1
Outdoor activities/park/travelling
After sports
Dark color: Most often drinking occasion; Light color: General drinking occasion
Drinking Area
H i th t ft d i ki f th k d d i k
B All d t
Home is the most often drinking area for these packed drinks,
especial for dairy. RTD tea, fruit juice and energy drink are also
suitable for drinking on the way.
Packed soft drink Packed dairy
RTD
tea
Fruit
juice
Energy
drink
RTD
coffee
Packed
milk
Flavored
milk
Packed
yogurt
Packed
tarag
Base 341 526 140 81 511 43+ 293 453
Base: All respondents
who drink the
beverage/dairy in past
3 months
76
55
6
89
48
10
54
37
5
73
17
1
99
3
2
5
88
5
13
96
2
99
3
In home
On the way
On airplane/bus/taxi,
*
39
29
6
35
36
10
19
6
5
42
5
1
10
1
2
19
5
5
13
3
2
10
1
p ,
etc.
In office/school
Entertainment outlets
*
14
29
19
43
11
6
4
19
1
13
5
7
3
1
2
2In the restaurant
In the department store/
shopping mall
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 68 of 136
Phase III – U&A: Q6. Where do you usually drink it?
20 18 14
9
1 2 7 2 1In sporting area
Bar, Pub - - - - - - -
Tetra pack and HDPE are the more
preferred packagingpreferred packaging
Tetra pack HDPE Glass bottle Plastic bagTetra pack HDPE
(plastic bottle)
Glass bottle Plastic bag
Positive • Easy to store at
home
• Convenient to use
• Easy to carry
around
• Can re seal after
• Quality of product is
not affected
• Can be recycled for
• Can lower the
selling price as the
pack is cheap• Convenient to use
(those with cap)
• Can re-seal after
opened
• Can see through
and check the
product quality
• Can be recycled for
usage =>
environment friend
pack is cheap
Negative • (Those without
cap)
• Not easy to
open, need a
tt
• The plastic would
contaminate the
taste of product =>
strange taste after
l t
• Heavy => not
convenient to carry
around
• Can be broken
il
• Quality of product
could be affected
• Easily to break =>
not convenient to
d dcutter
• Cannot re-seal
after opening
long storage
• Plastic is not
environment
friendly
easily carry around and
store
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 69 of 136
Phase I - Qualitative (FGD)
Drinking Package & Volume
Pl ti b ttl i th t ft d k k f RTD t f it j i
B All d t
Plastic bottle is the most often drunk package for RTD tea, fruit juice
and packed yogurt. For packed milk & tarag the preferred package is
tetra pack while for energy drink & RTD tea the preferred pack is can.
Packed soft drink Packed dairy
RTD
tea
Fruit
juice
Energy
drink
RTD
coffee
Packed
milk
Flavored
milk
Packed
yogurt
Packed
tarag
Base 341 526 140 81 511 43+ 293 453
Base: All respondents
who drink the
beverage/dairy in past
3 months
1
97
1
94 83
182
59 7
2114
6 6
44
4 5
1
2 14
55
9 91
1
83 20
21
7Plastic bottle/PET
Gl b ttl
General drinking package & most often drunk package
* *1
1
48
1 18
3
39 77
2 21
23
14 4
4
7
4
9
4 1
46
80
18
93
5
16
81
5
88
5 1
9
15
1
30
2
69
43
49
71
1
Glass bottle
Tetra pack/carton pack
S b *
* *
1
2
3
3 79 86
44
81 85
4618 165
Squeezer bag
Can
Dark color: Most often drinking package;
Light color: General drinking package
Average volume of most often drunk package (unit: ml)
*
*
-
*
-
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 70 of 136
Phase III – U&A: Q7a. Which package do you drink it usually? Q7b. Which package do you drink it most? Q8a. When considering the package
that you most often drunk, how much volume is it?
578 910 302 356 932 619 343 901
Average volume of most often drunk package (unit: ml)
Drinking Habit
I UB h th h bit f d i ki b / d i b
B All d t
In UB consumers have the habit of drinking beverage/ dairy by
several times. For packed milk & tarag they often pour out the dairy in
a glass or cup for drinking.
Packed soft drink Packed dairy
RTD
tea
Fruit
juice
Energy
drink
RTD
coffee
Packed
milk
Flavored
milk
Packed
yogurt
Packed
tarag
Base 341 526 140 81 511 43+ 293 453
Base: All respondents
who drink the
beverage/dairy in past
3 months
67
94 86
31
68
59 59
85 83
6
84
28
84
64
85
8
Drink by several times
Directly from the
k b l
Most often drinking habit
67
3
27
31
1
55
59
30
9
59
12
26
6
1
77
28
2
56
64
11
20
8
0
77
package by several
times
Pour out in a glass or
a cup by several
times
Directly from the package 3
4
1
13
30
2
12
2
1
16
2
14 5 15
Directly from the package
and drink up in one go
Pour out in a glass or a cup
and drink up in one go
Average volume of most often drunk habit (unit: ml)
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 71 of 136
Phase III – U&A: Q9a. On a typical usage occasion, how do you usually drink in the most often package?
453 358 268 292 285 339 277 268
Average drinking times for most often drunk package (mean value)
1.3 2.5 1.1 1.2 3.3 1.8 1.2 3.4
C ti l ki lik h i ith th h
Drinking Habit of Sharing
B All d t
Comparatively speaking, consumers like sharing with others when
drinking fruit juice, packed milk and tarag.
Packed soft drink Packed dairy
RTD
t
Fruit
j i
Energy
d i k
RTD
ff
Packed
ilk
Flavored
ilk
Packed
t
Packed
t
Base: All respondents
who drink the
beverage/dairy in past
3 months
tea juice drink coffee milk milk yogurt tarag
Base 341 526 140 81 511 43+ 293 453
7755 6828 8883 8880 409 4221 6846 4513
Alone
7845 9072 3117 4220 9691 8679 7354 9387
Sharing with others
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 72 of 136
Phase III – U&A: Q10a. In general, how do you drink it, by yourself or sharing with others? Q10b. Which type your drink most often?
Summary - Purchasing Behavior
Soft Drink Dairy
Purchase plan • Usually less planned • Usually more planned
Shopping area • Hyper/super market and grocery store are the two major shopping areas
Packaging • Single pack (only 1 bottle/tetra pack)
Purchasing
frequency
• More frequent in summer
• More frequent for RTD tea and juice, less for
energy drink
• More frequent in summer
• More frequent for packed milk
Drivers of
purchasing
• Flavor and production date are top 2 important
factors
• The younger are price sensitivity, the mature
more care production date
• Production date is the most important
factor
• 13-19 years old more care ingredients,
30 39 years old more care brand
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 73 of 136
more care production date 30-39 years old more care brand
General Shopping Habit
Sh b h th t h h l t UB
• Purchase of packed milk is usually planned while water is more unplanned.
• Branding plays an important role for dairy and some extent juice as consumers would
Shops nearby home are the most common purchase channel at UB.
have decided the brand(s) when they enter store.
Initiation
(“I want to buy the category”)
Planned Unplanned
Brand
decided Packaged dairy
products
ision
dchoice”)
Brand not
decided
Bottled water
Deci
(“Brand
Juice
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 74 of 136
Bottled water
Phase I - Qualitative (FGD)
Purchasing Area
H / k t d t th f d t 2
B All d t
Hyper/supermarket and grocery store are the preferred top 2 area
that consumer purchase packed beverage & dairy.
Packed soft drink Packed dairy
RTD
tea
Fruit
juice
Energy
drink
RTD
coffee
Packed
milk
Flavored
milk
Packed
yogurt
Packed
tarag
Base 341 526 140 81 511 43+ 293 453
Base: All respondents
who drink the
beverage/dairy in past
3 months
86
6
87
44
54
37 85
85
7 44
53
37 85
51
4 24
25
56
46
7
86
32
28
58 86
11
85
46
46
42 95
9
72
42
35
56 89
81
8 43
40
51 86
83
3
10
1
43
44
45Hyper/supermarket
Grocery store
Markets and wholesale
centers
7
18
1
2
5
6
182
11
61
14
3
71
14
2
3
4
1
2
2
2
2
3
2
1 3
3
1
1
Department store
Street sales kiosk
Restaurant - * *
10
11
5
1
1
16
20
9
6
1
199
5
7
1
2
1
1
2
2
2
1 1
Cafe
Fast food place
Pub/Bar -
* *
- *
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 75 of 136
Phase III – U&A: Q13a. Could you please tell me where you purchase it? Q13b. Which channel you purchase most often?
1
44
74 2 1Vending machine
Pharmacy
*
- -
-
-
-
- - -
-
-
C i UB h th h bit f h i i l k f k d
Purchasing Package
B All d t
Consumers in UB have the habit of purchasing single pack of packed
beverage or dairy products.
Packed soft drink Packed dairy
Base: All respondents
who drink the
beverage/dairy in past
3 months
y
RTD
tea
Fruit
juice
Energy
drink
RTD
coffee
Packed
milk
Flavored
milk
Packed
yogurt
Packed
tarag
Base 341 526 140 81 511 43+ 293 453
9386 9181 8980 8072 9181 9186 8171 9284
Single pack
(only 1 bottle/tetra
pack)
4114 5219 3820 4328 4419 2814 5129 4016Multi pack or
whole box/case
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 76 of 136
Phase III – U&A: Q14a. In general, which type of package in the list do you usually purchase? Q14b. Which type you purchase most often?
Purchasing Frequency in Summer
C h RTD t d F it j i i f t i
B All d t
Consumer purchase RTD tea and Fruit juice is more frequent in
summer with 4.5 times per week, followed by dairy products and RTD
coffee with around 3 times per week.
Base: All respondents
who drink the
beverage/dairy in past
3 months
Packed soft drink Packed dairy
RTD
tea
Fruit
juice
Energy
drink
RTD
coffee
Packed
milk
Flavored
milk
Packed
yogurt
Packed
tarag
Base 341 526 140 81 511 43+ 293 453
32
97
28
Heavy frequency
Once a day or more
4-6 times a week
31
98
33
6
69
8
14
81
20
22
83
15
12
79
19
12
85
16
12
83
21
28
9
3
2-3 times a week
Once a week
Medium frequency
27
7
2
26
29
27
23
25
16
32
13
7
30
19
12
31
26
7
33
16
7
2
3Medium frequency
2-3 times a month
Once a month
Li ht f
1
1
2
21
6
27
11
5
16
5
1
7
9
2
12
5
1
7
6
2
7
*
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 77 of 136
Phase III – U&A: Q15a. How frequent do you purchase it in summer?
Light frequency
(more less)
4 2 11 9 8 10
Mean (times/ week) 4.5 4.5 1.9 2.9 3.3 2.8 2.7 2.9
**
Purchasing Frequency in Winter
I l h k d b d i d t
B All d t
In general, consumers purchase packed beverage or dairy products
less frequency in winter except for packed milk & tarag.
Base: All respondents
who drink the
beverage/dairy in past
3 months
Packed soft drink Packed dairy
RTD
tea
Fruit
juice
Energy
drink
RTD
coffee
Packed
milk
Flavored
milk
Packed
yogurt
Packed
tarag
Base 341 526 140 81 511 43+ 293 453
13
88
13
Heavy frequency
Once a day or more
4-6 times a week
9
92
18
5
58
5
16
77
16
23
96
28
16
72
14
9
83
14
12
92
19
31
31
10
2-3 times a week
Once a week
Medium frequency
44
21
8
20
28
41
28
16
20
36
9
4
21
21
12
35
25
14
42
19
8
8
2
10Medium frequency
2-3 times a month
Once a month
Li ht f
6
2
8
34
7
41
19
1
20
3
1
4
7
5
12
13
2
14
6
2
8
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 78 of 136
Phase III – U&A: Q15b. How frequent do you purchase it in winter?
2Light frequency
(more less)
1 1 4 16 2
Mean (times/ week) 2.7 2.9 1.6 2.9 4 2.6 2.6 3.1
**
Influencer Importance of Purchasing
V i t / fl d ti d t i d i di t th t 4Variants/ flavors, production date, price and ingredients are the top 4
important factors influence consumer’s beverage or dairy shopping.
For dairy products consumer care more production date.
Top 3 scores of importance ranking
Base: All respondents (soft drink: n=544; dairy: n=556)
p p g
54
Soft Drinks Dairy
1 Variants / flavors 53
54
50
38
2 Production date
3 Price
4 Ingredients
67
44
38
25
31
25
5 Brand
6 Store location
7 Packaging (e.g. format, shape & size)
26
28
23
9
6
4
3
98 Widely used/popular
9 WOM from friends & relatives
10 Mass media advertising (TV, print & outdoor)
11 I t ti ( f i t di t t )
6
3
2
9
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 79 of 136
Phase III – U&A: Q16. Among all these statements how do you rank them?
3
1
11 In-store promotion (e.g. free girt, discount, etc..)
12 In-store advertising & merchandizing displays
2
*
Influencer Importance of Soft Drink Purchasing – By Age
Th i iti it Th t
13-19
ld
20-29
ld
30-39
ld
40-45
ld
Total
The younger are price sensitivity age. The mature age more care
production date.
years old
(n=113)
years old
(n=199)
years old
(n=154)
years old
(n=78)
54
54
(n=544)
1 Variants / flavors
2 Production date
51
56
51
52
52
58
60
55
49
Base: All respondents (n=544)
31
38
50
3 Price
4 Ingredients
5 Brand
24
38
56
31
36
51
37
42
44
29
36
49
25
25
5 a d
6 Store location
7 Packaging
8 Wid l d/ l
31
19
25
31
21
20
26
26
9
4
6
8 Widely used/popular
9 WOM from friends & relatives
10 Mass media advertising
9
8
9
9
4
4
8
3
5
12
4
9
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 80 of 136
3
1
11 In-store promotion
12 In-store ads & displays
Phase III – U&A: Q16. Among all these statements how do you rank them?
2
2
4
2
1
1
5
1
Influencer Importance of Dairy Purchasing – By Age
F d i d t 13 19 ld t i di t Whil
13-19
ld
20-29
ld
30-39
ld
40-45
ld
Total
For dairy product, 13-19 years old teens care more ingredients. While
for those who aged 30-39 years old they are brand direction group.
years old
(n=113)
years old
(n=199)
years old
(n=154)
years old
(n=78)
(n=544)
1 Production date
2 Variants / flavors
Base: All respondents (n=556)
53
67
57
64
51
70
56
64
43
72
3 Price
4 Ingredients
5 Brand
28
38
44
18
46
43
29
35
48
37
38
40
27
32
46
5 a d
6 Store location
7 Packaging
8 Wid l d/ l
23
26
19
19
22
32
24
23
30
25
8 Widely used/popular
9 WOM from friends & relatives
10 Mass media advertising
9
3
6
12
9
10
6
1
4
10
2
6
14
1
6
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 81 of 136
11 In-store promotion
12 In-store ads & displays
Phase III – U&A: Q16. Among all these statements how do you rank them?
2 2
1
2 1
1
5
Brand Competitive Environment
• Consumed Brands
• Brand HealthBrand Health
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 82 of 136
Summary of Brand Competitive Setting
Category
Competitive
environment
Key brand/ competitor
Bottled water APU, Voyaj, Bon Aqua, Vitafit
Mineral water Kuka, Janchivlan
CSD Coca Cola /MCS
RTD tea Nestea Goy tea
Soft
drink
RTD tea Nestea, Goy tea
Fruit juice Multi
Vegetable juice Monfresh tomato
Energy drink Redbull
RTD coffee Nescafe
Packed milk Shine milk /SOO JSC
Dairy
Packed milk Shine milk /SOO JSC
Flavored milk Chudo chocolate
Packed yogurt Jimstei yoghurt /SOO JSC More brands, with key brand
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 83 of 136
Packed tarag Tsutsgiitei tarag / SOO JSC More brands, without key brand
Less brands, with key brand
Summary of Manufacture/ Brand Image
Manufacture/
brand
Core
industry
Core value
Consumer’s
perception
Weakness
APU
• Well known with good
t ti i
• Open for soft drink
d d i
• Less entry of soft
d i k d d iAPU
Vodka, beer
reputation, progressive
• High quality, good
packaging
• Rich ads
and dairy
production for APU
drink and dairy
market
SOO JSC
• Long history, • Falling behind the • Less ads
SOO JSC
Dairy
g y,
experienced dairy
expert
• Trustful, reliable
g
future market
competition
Monfresh
• Specialist of juice • Looking for change • Taste is
Monfresh
Juice, milk
• Good packaging
• Value for money
deteriorating
• Only single product
• Less ads
Vitafit
• Popular
• Various products
• Struggling for
change and
• Taste of juice is not
goodVitafit
CSD, milk,
juice, water
• Various products
• Cheap of juice
change and
development,
• Lack of planning &
strategy
good
• Packaging is not
good
MSC
• Good reputation • Young brand,
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 84 of 136
MSC
CSD
• Good packaging
• Good ads
progressive with
good performance
Glossary
Aware
All mentions of brand awareness (have ever heard of the
brand but not familiar with it)
Familiar
Have ever heard of and familiar with the brand, but have
not considered drinking its product
Consider
Familiar and have ever considered to drink but have not
drunk it
Ever drunk
Have ever considered and also drunk the product but will
not drink it anymore
Have ever drunk and currently also drink the product but
Currently drink
Have ever drunk and currently also drink the product, but
will open to drink other brand’s
Loyalist
Currently drinking the product and will drink it when next
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 85 of 136
Loyalist
purchase
Consumed Brand of Bottled Water
APU most often consumed share is at the same league as Vovai and
Brand used/consumed most often Total mentions
APU most often consumed share is at the same league as Vovai and
Bon Aqua, stronger among children and mature adults.
Base: All respondents who drink bottled water in P3M
U t d ti
Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o.
Base 799 70 208 304 139 78
% % % % % %
Unprompted mentions
APU
Voyaj
B A
64
56
50
27
23
23
63
53
36
31
21
14
53
57
50
24
22
26
68
56
57
26
22
25
71
55
48
31
24
22
63
58
44
32
18
31
Bon Aqua
Vitafit
Just
50
50
12
23
19
2
36
47
14
24
1 4
50
45
26
16
4 16
57
55
25
22
3 13
48
51
22
19
9
44
42
18
8
9- -
Ochir-Erdene water 2 8 1 7 1 6 1 6 1 10 4 14
Other findings:
F f d b d i h HHI f di hi h f d i k ‘B A ’ (28%
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 86 of 136
Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often
consume?
For most often consumed brand, consumers with HHI of medium to high more prefer to drink ‘Bon Aqua’ (28% vs.
19%) and those with HHI of medium to low more prefer to drink ‘Vovai’ water (29% vs. 18%).
Consumed Brands of Mineral Water
Kuka is the higher consumed brand followed by Janchivlan Mature
Base: All respondents who drink mineral water in P3M
Kuka is the higher consumed brand followed by Janchivlan. Mature
adults prefer Janchivlan as the most often consumed brand.
U t d ti
Brand used/consumed most often Total mentions
Unprompted mentions
Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o.
Base 366 15++ 65 144 86 56
% % % % % %
49
4227
25 47
5327
27 40
3520
22 48
3724
27 60
4735
27 48
5230
20Kuka
Janchivlan
35
27
25
15
11
14
47
20
20
13
7
20
31
26
28
15
15
17
40
26
25
17
10
14
30
30
24
9
12
12
34
29
25
18
13
14
Hujirt
Orgil
Ar janchivlan 2514
5 13
2020
7 7
2817
9 17
2514
6 13
2412
3 13
2514
4 13
Other findings:
F f d b d l f d i k K k (28% 22%) hil f l f d i k
Ar janchivlan
Orgil suvilal
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 87 of 136
For most often consumed brand, male more prefer to drink Kuka (28% vs. 22%) while female more prefer to drink
Janchivlan (30% vs. 24%).
Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often
consume?
Consumed Brands of CSD
Coca Cola/MCS dominantly stands out among CSD brands
Brand used/consumed most often Total mentions
Base: All respondents who drink CSD in P3M
Coca Cola/MCS dominantly stands out among CSD brands.
U t d ti
Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o.
Base 686 65 202 272 106 41+
% % % % % %
Unprompted mentions
Coca Cola /MCS
Cola
85
4619
62 85
4218
55 89
4919
64 86
4920
64 77
4115
56 71
3215
59
Sprite
Selenge Terelj
39
21
7
6
29
20
8
9
44
16
7
2
42
19
7
4
33
35
8
14
24
27
5
12
Pepsi /GN beverages
Miranda
7up
20
4
3
1
26
5
8
-
22
4
3
1 4
22
4
2
1 6
111
1
1 4
8
122
2
2-
-- - - *
*
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 88 of 136
7up 4 5 4 4 1
Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often
consume?
Brand Health for RTD Tea
Nestea and Goy tea have similar strong brand healthy performance
Base: All respondents (soft drink: n=544)
Nestea and Goy tea have similar strong brand healthy performance
compared with the other RTD tea brands.
Note: proportion of aware any RTD tea brand is 99%
Nestea Goy tea
Aware
Familiar 84
92
94
98
Familiar
Consider
Ever drunk
Currently drink
38
68
77
80
84
43
79
89
91
94
Loyalist 38 43
Aware 41 53
Popsy tea Pokka tea
Familiar
Consider
Ever drunk
Currently drink 8
11
20
22
12
15
24
28
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 89 of 136
Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
y
Loyalist 4 6
Consumed Brands of RTD Tea
Nestea and Goy tea enjoy the top 2 brand presence among RTD tea
Brand used/consumed most often Total mentions
Base: All respondents who drink RTD tea in P3M
Nestea and Goy tea enjoy the top 2 brand presence among RTD tea
brands. Kids and mature adults prefer Goy tea the most.
U t d ti
Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o.
Base 686 82 172 258 116 58
% % % % % %
Unprompted mentions
7752
% % % % % %
Nestea
855376407646 6840 5219
66
2 3
44
Goy tea
Popsy tea
73
1 3
4380
1 6
5573
1 4
48 73
2 4
53 83
2 3
67
7
Pokka tea
21 54 1 3 2* - *
-
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 90 of 136
Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often
consume?
Brand Health for Fruit Juice
In UB fruit juice market is competitive with a lot of strong brandsIn UB, fruit juice market is competitive with a lot of strong brands
sharing the market together.
Base: All respondents (soft drink: n=544) Note: proportion of aware any fruit juice brand is 100%
Aware
Familiar 99
100
99
100
95
100
100
100
91
99
Multi/ Vitafit Jurjiin talst/ MCS Anar/ Vitafit Goy juice/ Vitafit Frutta/ APU
Familiar
Consider
Ever drunk
Currently drink
44
90
99
99
99
42
86
97
97
99
43
79
90
92
95
48
92
98
98
100
26
71
83
87
91
Aware 100 95 96 99 96
Loyalist 44 42 43 48 26
Aloe /Lotte Bio juice/ Vitafit Moya semiya Shar doctor Da
Familiar
Consider
Ever drunk
Currently drink 82
92
94
97
54
66
75
83
71
79
84
89
69
81
86
93
69
79
82
88
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 91 of 136
y
Loyalist 47 21 35 36 33
Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
Consumed Brands of Fruit Juice
Multi is the top 1 popular brand among consumer’s purchased juice
Brand used/consumed most often Total mentions
Base: All respondents who drink fruit juice in P3M
Multi is the top 1 popular brand among consumer s purchased juice
brands.
U t d ti
Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o.
Base 872 111 215 311 149 86
% % % % % %
M lti/ Vit fit 6431 5929 6432 6432 6724 6434
Unprompted mentions
Multi/ Vitafit
Jurjiin talst/ MCS
Anar/ Vitafit
Goy juice/ Vitafit
F tt / APU
64
61
33
7
9
39
17
31 59
57
45
4
9
39
16
29 64
63
25
11
7
39
20
32 64
62
32
9
8
41
15
32 67
62
38
4
14
36
20
24 64
56
34
5
8
36
16
34
Frutta/ APU
Aloe /Lotte (imported)
Bio juice/ Vitafit
Moya semiya (imported)
27
14
14
6
4 17
3
3
34
15
16
9
5 21
3
2
27
13
14
5
2 14
2
3
26
14
13
7
4 19
2
4
23
14
16
3
6 15
5
3
28
16
13
3
6 17
3
2
Shar doctor/ Jivertiin orgil
Zuulun// Vitafit
Da/ Imported
13
13
10
3
1
3
24
10
10
4
2
4
8
18
8
4
1
2
11
14
12
3
2
3
15
9
9
3
1
3
16
12
10
3
2
Other findings:
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 92 of 136
g
For most often consumed brand of Multi, the male (34% vs. 28%female), those living in Ger area (39% vs. 27%
Apartment building district), with medium to high level HHI (38% vs. 21% medium to high HHI) consumed more.
Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often
consume?
Consumed Brands of Vegetable Juice
Monfresh tomato enjoys the highest brand presence among
Brand used/consumed most often Total mentions
Base: All respondents who drink vegetable juice in P3M
Monfresh tomato enjoys the highest brand presence among
vegetable juice brand consumption which across different ages.
U t d ti
Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o.
Base 355 48+ 64 119 80 44+
% % % % % %
Unprompted mentions
Monfresh tomato
Vitafit
66
5031
44 60
5033
50 61
4733
48 73
5129
45 64
5031
39 68
5230
36
Moya semiya
Fontana tomato
12
7
26
4
8
10
25
2
9
3
20
3
13
8
22
4
11
5
33
5
14
9
36
7
Delmonte Tomato 63 82 2 53 53 147-
Other findings:
M f h f d b d l (48% 41% f l ) li i G (49% 41%
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 93 of 136
Monfresh tomato as most often consumed brand, male (48% vs. 41% female), living Ger area (49% vs. 41%
Apartment building district), HHI of medium to low (51% vs. 37% HHI of medium to high) prefer more.
Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often
consume?
Brand Health for Energy Drink
Energy drink market in UB is not very strong and around one thirdEnergy drink market in UB is not very strong and around one third
consumers not aware any key brands. Comparatively speaking Red
bull is the most competitive brand.
Base: All respondents (soft drink: n=544) Note: proportion of aware any energy drink brand is 77%
Genghis khaan Monster Red bull
Aware
Familiar 37
59
22
42
44
64
Familiar
Consider
Ever drunk
Currently drink
10
22
25
31
37
4
7
8
17
22
17
31
32
38
44
Loyalist 10 4 17
Golden falcon Sex drive Burn
Aware 57 41 38
Familiar
Consider
Ever drunk
Currently drink 17
19
28
34
7
8
15
21
5
6
14
19
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 94 of 136
y
Loyalist 7 3 2
Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
Consumed Brands of Energy Drink
Redbull share is skewed towards teens and young adults while
Brand used/consumed most often Total mentions
Base: All respondents who drink energy drink in P3M
Redbull share is skewed towards teens and young adults while
Bacchus is favored by kids and mature adults.
U t d ti
Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o.
Base 306 13++ 80 127 53 33+
% % % % % %
Unprompted mentions
Redbull
Bacchus
Genghis khaan
53
30
9 20
25
45 38
46
8
38
23 49
25
10 14
21
44 65
26
11 21
20
54 51
28
8 28
28
43 30
55
6 18
45
21
-g
Golden falcon
Monster
S d i 3
7
15
6
4
9
23
23
15
15
1
9
15
3
8
13
2
5
8
7
2
5
6
4
30
11
13
3
9
18
6
6
12
-
-
Sex drive
Burn
3
5
6
4 8
1
8
3
4
2
6
7
4
6
2
11
2
3
3
6
3-
Other findings:
M l lik R db ll h f l ( 1% 39%) hil f l f d i k B h (33%
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 95 of 136
Male like consume Redbull more than female (51% vs. 39%) while female more prefer to drink Bacchus (33% vs.
18%).
Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often
consume?
Brand Health for RTD Coffee
RTD coffee market is also not very strong with 23% consumers notRTD coffee market is also not very strong with 23% consumers not
aware any key brands. Here Nescafe is the most competitive RTD
coffee brand and enjoys around one fifth loyalists.
Base: All respondents (soft drink: n=544) Note: proportion of aware any RTD coffee brand is 77%
Pokka coffee Maxim T.O.P Mr. Brown
Aware
Familiar 22
51
21
40
26
49
Familiar
Consider
Ever drunk
Currently drink
5
10
11
18
22
4
8
11
15
21
6
12
14
20
26
Loyalist 5
Let’s be Nescafe
Aware
4 6
40 70
Familiar
Consider
Ever drunk
Currently drink 10
12
18
23
34
39
45
51
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 96 of 136
y
Loyalist 5 19
Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
Consumed Brands of RTD Coffee
Nescafe enjoys a leading position among RTD coffee brands
Brand used/consumed most often Total mentions
Base: All respondents who drink RTD coffee in P3M
Nescafe enjoys a leading position among RTD coffee brands.
U t d ti
Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o.
Base 216 6++ 58 86 48+ 18++
% % % % % %
Unprompted mentions
Nescafe
Pokka coffee
58
2013
52 67
1717
67 47
2921
47 64
1713
55 67
156
56 39
1711
39
Mr.Brown
Maxim TOP 12
1914
9 1717
-
12
149
10 9
2016
6 10
2719
8 22
1711
22
Let's be 82 - 73 81 104 6
Other findings:
F l lik d i k N f h l ( 4% 49%)
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 97 of 136
Female more like drink Nescafe than male (54% vs. 49%).
Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often
consume?
Brand Health for Packed Milk
Packed milk enjoys a mature market with a lot of strong brands ShinePacked milk enjoys a mature market with a lot of strong brands. Shine
milk from SOO JSC is the strongest brand which enjoy around half
loyalists.
Base: All respondents (dairy: n=556) Note: proportion of aware any packed milk brand is 100%
Ugluu milk /Vitafit Pure milk /APU Pure milk /Monfresh Oelun ekh /Monfresh
Aware
Familiar 92
99
91
97
88
97
91
99
Familiar
Consider
Ever drunk
Currently drink
33
76
81
85
92
30
76
83
85
91
19
63
76
79
88
20
64
77
81
91
91
Avarga chanar
/SOO JSC
Shine milk /SOO JSC
Biye bodooroi
/Monfresh
Poldeni /Аrta
Aware
Loyalist 33 30 19 20
98 95 53
53
61
68
76Familiar
Consider
Ever drunk
Currently drink 84
90
92
95
53
62
70
81
23
32
37
42
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 98 of 136
17
53Currently drink
Loyalist 49
84
18
53
2
23
Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
Consumed Brands of Packed Milk
Among packed milk brands Shine milk/SOO JSC gain the highest
Brand used/consumed most often Total mentions
Base: All respondents who drink packed milk in P3M
Among packed milk brands Shine milk/SOO JSC gain the highest
preference. Pure milk from APU stands the third position.
U t d ti
Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o.
Base 814 101 197 294 145 77
% % % % % %
Unprompted mentions
Shine milk /SOO JSC
Ugluu milk/ Vitafit
Pure milk /APU
62
44
3618
19
40 74
31
3114
12
47 56
49
3416
20
38 57
46
3719
23
38 68
39
3919
14
46 68
47
3521
22
36
Oelun ekh/ Monfresh
Biye bodooroi/ Monfresh
Pure milk /Monfresh 5
14
19
13
5
6
11
18
15
19
5
4
7
13
18
13
4
9
12
22
13
5
6
14
16
10
6
6
22
18
123
3
3
Pure milk /Monfresh
Avarga chanar /SOOJSC
5
13
13
4
11
14
19
3
7
11
13
5 11
134
2 17
103
6 21
123
10
Other findings:
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 99 of 136
Female more prefer Shine milk/ SOO than male (44% vs. 35%) as most often consumed packed milk brand.
Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often
consume?
Brand Health for Flavored Milk
However for flavored milk market it is weaker than packed milkHowever for flavored milk market, it is weaker than packed milk
market with few not strong brands.
Base: All respondents (dairy: n=556) Note: proportion of aware any flavored milk brand is 48%
Alpro soya Kirkland vanilla Chudo
Aware
Familiar 13
27
12
26
27
44
Familiar
Consider
Ever drunk
Currently drink
2
5
6
8
13
1
3
5
7
12
8
15
17
22
27
Loyalist
Silk Choco Soyfresh
Aware
2 1 8
27 31
Familiar
Consider
Ever drunk
Currently drink 4
7
10
14
5
8
12
15
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 100 of 136
y
Loyalist 1 3
Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
Consumed Brands of Flavored Milk
Chudo chocolate enjoys the highest preference among all flavored
Brand used/consumed most often Total mentions
Base: All respondents who drink flavored milk in P3M
Chudo chocolate enjoys the highest preference among all flavored
milk brands. Silk Choco performs well among consumers aged 20-29
and 40-45 years old.
U t d ti
Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o.
Base 228 39 79 64 31 15
% % % % % %
4336 3631 5142 4133 3932 3333
Unprompted mentions
Chudo chocolate
Silk Choco
Soyfresh
Kirkland vanilla
C l i ilk (SOO JSC)
43
23
11
1211
8
18
36 36
15
8
88
8
10
31 51
19
11
109
6
15
42 41
31
16
1313
13
25
33 39
19
3
1919
3
13
32 33
33
7
20
7
27
33
Calcium milk (SOO JSC)
Alpro soya flavor
Gum calcium milk
(Mongolia)
BioMax (Imported)
4
6
7
10
9
9
6
5 5
18
10
5
10
18
5
5
8
4
9
10
9
4
6
6
3
3
5
11
3
3
3 6
6
19
63
19
3
3
7
7
7
13
13
7
7
7
Other findings:
F t ft d b d f fl d ilk li i i G f Ch d h l t (45%
BioMax (Imported)
Agusha (Imported)
Seoul milk (imported) 1
33
1
1010
4
11
3
22 77
- - -
-
-
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 101 of 136
For most often consumed brand of flavored milk, consumers living in Ger area more prefer Chudo chocolate (45%
vs. 31%) than those living in apartment building district
Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often
consume?
Brand Health for Packed Yogurt
For packed yogurt Jimstei yoghurt from SOO JSC enjoys healthy
Base: All respondents (dairy: n=556)
For packed yogurt, Jimstei yoghurt from SOO JSC enjoys healthy
brand performance. Almost all consumers aware it and more than half
are loyalists.
Note: proportion of aware any packed yogurt brand is 100%
Aware
Familiar 93
99
69
79
78
88
Jimstei yoghurt (SOO JSC) Jimstei yoghurt (Saalichin) Chudo yogurt
Familiar
Consider
Ever drunk
Currently drink
54
83
87
88
93
23
54
59
62
69
28
59
66
71
78
Loyalist
Fruttis Slivochny yoghurt
Aware
54 23 28
81 74
Familiar
Consider
Ever drunk
Currently drink 49
56
62
68
45
50
55
63
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 102 of 136
y
Loyalist 18 17
Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
Consumed Brands of Packed Yogurt
Fruit milk yogurt from SOO JSC dominantly wins the most favorite
Brand used/consumed most often Total mentions
Base: All respondents who drink packed yogurt in P3M
Fruit milk, yogurt from SOO JSC dominantly wins the most favorite
brand among packed yogurt brands.
U t d ti
Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o.
Base 781 103 203 278 126 71
% % % % % %
Unprompted mentions
Jimstei yoghurt /SOO JSC
Bio yogurt
76
3318
62 81
3013
62 73
3317
61 74
2916
62 78
4024
65
79
4120
59
Chudo yogurt
Jimstei yoghurt (Saalichin)
11
146
4 18
219
5 12
115
4 8
147
4 7
132
2
15
134
4
Fruttis
104 93 115 103 102
144
Other findings:
Female more prefer Fruit milk, yogurt/ SOO JSC male (65% vs. 57%) as most often consumed packed yogurt
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 103 of 136
brand.
Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often
consume?
Brand Health for Packed Tarag
For packed tarag Tsutsgiitei tarag from SOO JSC performs healthy
Base: All respondents (soft drink: n=544)
For packed tarag, Tsutsgiitei tarag from SOO JSC performs healthy,
followed by Shine tarag.
98
99
Tsutsgiitei tarag (SOO JSC) Shine tarag (SOO JSC)
Aware
Familiar 91
97
68
92
96
97
98Familiar
Consider
Ever drunk
Currently drink
49
82
87
89
91
85
68
72
Elgen tarag (Saalichin brand) Bio tarag (Monsuu LLC)
Loyalist
Aware
49
46
52
60
67
36
40
48
56Familiar
Consider
Ever drunk
Currently drink
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 104 of 136
189
Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
y
Loyalist
Image of APU
APU is famous for vodka and beer Though it has not yet established a
Perception / association
- Market leader of vodka
APU is famous for vodka and beer. Though it has not yet established a
strong image at dairy and beverages, consumers are open for this direction.
- Market leader of vodka
- Also strong at beer
- With good reputation
- Popular, well known
- Product quality is good
- Experienced
- With lots of advertising
- Good packaging
Personification
Core values of APU
Strong
- Male aged 30-40 years old
- Strong character
- Aggressive
- Smart
Active
Well known
Successful
Progressive
- Active
- Authoritative
- Discipline
- With vision
- Busy social life
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 105 of 136
- Mysterious
- Difficult to be pleased
Phase I - Qualitative (FGD)
Image of SOO JSC
SOO JSC is perceived as a specialist of dairy products
Perception / association
- Experienced
SOO JSC is perceived as a specialist of dairy products
- Experienced
- Long history
- Big / resourceful
- Reliable
- Comprehensive range of dairy products
G d li- Good quality
- Lack of advertising
Personification
Core values of SOO JSC
Experienced
- Woman aged 50 years old
- Caring
- Gentle
- Kind hearted
Trustful
Reliable
Specialized at dairy
H it l k- Stable
- Honest
- Calm
- Trustful
However it lacks a
“progressive” image which
is perceived as “falling
behind” the future market
titi
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 106 of 136
competition
Phase I - Qualitative (FGD)
Image of Monfresh
Monfresh is perceived as a leader of juice and is progressively
Perception / association
Juice specialist
Monfresh is perceived as a leader of juice and is progressively
looking for development
- Juice specialist
- Taste is usually good but is “deteriorating’ recently
- Lack of advertising support
- Packaged milk is good – nice packaging, reasonable price
Core values of Monfresh
SpecializedPersonification
Popular
Look for change
- Different images:
1. Woman aged around 40 ears old 2. Young person
- Calm
- Simple
- Active
- Look for new things
- Passive
- Ordinary
- Boring
- With distant
g
- Out going
- Positive
- Optimistic
- Freestyle
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 107 of 136
Phase I - Qualitative (FGD)
Image of Vitafit
Vitafit is perceived as a company struggling for change and
Perception / association
- First manufacturer of CSD
Vitafit is perceived as a company struggling for change and
development
- First manufacturer of CSD
- Also produces wide range of products such as milk, juice,
water
- Popular
- Taste of juice not good enough, though price is cheapj g g , g p p
- Packaging not good enough
Personification
Core values of Vitafit
Active
- Male aged 25 years old
- Active
- Try new things
- Temperamental
But lack of planning and
strategy
- Flirtatious
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 108 of 136
Phase I - Qualitative (FGD)
Image of MSC
MSC (Coca Cola) is perceived as young and energetic
Perception / association
- Famous at CSD
MSC (Coca Cola) is perceived as young and energetic
- Famous at CSD
- Many packaging
- Good reputation
- Good taste
- Good advertisingGood advertising
Personification
Core values of MSC
Young
- Young man aged 20-25 years old
- Fun
- Full of energy
- Smart
Active
Energetic
Approachable
P i- Active
- Approachable
Progressive
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 109 of 136
Phase I - Qualitative (FGD)
Opportunity for APU
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 110 of 136
Summary
How is the market potential for APU?
• APU enjoys big potential in non-alcoholic drink market.
• Around ¼ most potential market is skewed more to 40-45 year old ages.
Which categories can drive more interest/ preference?
• Consumer’s interest towards soft drink is stronger than dairy.
• Among soft drink, fruit juice ranks first position (60%). The other potential
categories are tea (12%), CSD (8%) and energy drink (7%).
• Among dairy, milk is the most potential dairy with higher preference from
older ages. Younger ages tend to show higher preference to yogurt/tarag.
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 111 of 136
Overall Interest if APU Produce New Products
Overall speaking consumers are interested in the matter of APU
Total 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o.
Base: All respondents
Overall speaking consumers are interested in the matter of APU
producing new products. Among all consumers 25% show higher
interest which is skewed towards 40-45 y.o. ages.
y y y y
Base 1100 226 406 309 159
T3B (with Interest) 85 86 81 85 94
T2B (extremely or very interest) 25 24 26 20 31
Base: All respondents
(soft drink + dairy=1100)
2516
17
1718
7
5
9
87
6264
556160
Extremely interest (5)
Very interest (4)
Somewhat interest (3)
Somewhat not interest (2)
3353
4
1212
55
3
Somewhat not interest (2)
Not very interest (1)
© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 112 of 136
12151012
Mean 3.1 3.1 3.1 3.1 3.3
Phase III: U&A: Q19. Maybe you have known APU produce many different drinks, if APU will launch new non-alcoholic products, how likely
would you purchase the new non-alcoholic products?
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
Report on understanding non alcoholic beverage market study 2011
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Report on understanding non alcoholic beverage market study 2011

  • 1. Understand Non-alcoholic Beverage Market &Beverage Market & Consumer’s Usage & Attitudeg ‐ Full Report ‐ • Prepared for: • Prepared by: Synovate Page 0 of 136© Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport • Prepared by: Synovate • Date: Feb 18, 2011
  • 2. Contents • Research Design Overview 2 • Executive Summary 7 • Key Findings 34 • Additional Interesting Insights 118 • Appendix 131 © Synovate.2011 Page 1 of 136
  • 4. Background and Business Objectivesg j Background • APU company the largest producer of alcoholic and non-alcoholic• APU company, the largest producer of alcoholic and non-alcoholic beverages in Mongolia, are looking at expanding their dairy and soft drink manufacturing capacities, for which they want to launch a comprehensive assessment of the beverage market in Mongolia.co p e e s e assess e t o t e be e age a et o go a Business Objectives • To identify the source of business growth as well as to explore new• To identify the source of business growth as well as to explore new business opportunities for APU. Th fi di f thi t d ill h l APU h d d i f ti• The findings of this study will help APU shape sound and informative business strategies and better plan the expansion of dairy and beverage production capacities. © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 3 of 136
  • 5. Research Objectivesj • The overall objective of this research is to gain a “thorough and comprehensive consumer understanding with regard to dairy andcomprehensive consumer understanding with regard to dairy and beverage”. • The specific objectives are to achieve the below information :• The specific objectives are to achieve the below information : - Market size and potential of dairy and beverage - Penetration of category and subcategories Motivation and barriers- Motivation and barriers - Knowledge and perception - Usage and purchase habit Consumer profile of subcategories main packages and brands- Consumer profile of subcategories, main packages and brands - Market dynamics - Brand image © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 4 of 136
  • 6. Research Design Overview • Get the consumer language of quantitative study • Deep dive the consumer attitude and perception g Phase I: Qualitative (Focus group Deep dive the consumer attitude and perception towards dairy and beverage • Explore the category needs and potential (Focus group discussion) • To achieve the incidence of soft drink and dairy productsPhase II: Quantitative (D t d • To achieve the consumer profile users and non users • To gauge the usage barrier (among the non-users) (Door to door interview) • To obtain usage and attitude information of the core consumers Phase III: Quantitative (Door to door © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 5 of 136 • To quantify the qualitative findings (Door to door interview)
  • 7. Notations: How to Read the Charts 1. Small base • +: small base less than 50+: small base less than 50 • ++: small base less than 30 2. Zero percent is denoted by - . Percentage between 0 and 1 is denoted by *denoted by * © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 6 of 136
  • 9. Our overall insight into addressing your marketing questions is Your Marketing Question marketing questions is… Our Overall Insight/ Implications • Does APU have a business opportunity in the soft drink & dairy • Yes, APU has strong potential in the soft drink and dairy marketin the soft drink & dairy industry? and dairy market. • Action: APU could launch new soft drink & dairynew soft drink & dairy category products in future © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 8 of 136
  • 10. Information/ Data Supported Consumers’ perception & purchasing habits could support the launch of new products in the market 1 • Mongolian consumers care about their health & are eager for a healthy life • Food & drinks are strongly associated with body health • Drinks with healthy characteristic/ images will drive consumptionDrinks with healthy characteristic/ images will drive consumption Health/ healthy life Food & drinks Drinks with healthy characteristic Eat/ drink more vegetable or dairy © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 9 of 136 Source: Phase I - Qualitative (FGD)
  • 11. Information/ Data Supported Consumer habits of drinking soft drinks and dairy products • Almost all consumers mixed drink both soft drinks and dairy products 2 Almost all consumers mixed drink both soft drinks and dairy products. • In 3 months, on average consumers drank 8 categories of soft drink or dairy products C t ti ti A b f t i d k i t 3 thCategory consumption proportion Only drink soft drinks 3 3 Average number of categories drunk in past 3 months Only drink dairy d t 4 6 3.3 7.8 products 4.6 Any soft Any soft Any dairy © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 10 of 136 Drink both soft drinks & dairy drinks or dairy products drinks products Source: Phase II - Quantitative (DTD): incidence check
  • 12. Information/ Data Supported enjoys a very positive image in the consumer’s mind • APU is a well known experienced brand with the image of having a good 3 APU is a well known experienced brand with the image of having a good reputation, a progressive company, with good product quality • Consumers are open for soft drink & dairy products if APU produce them, although APU are not strong or active in these industries Positive feedback from consumers towards the matter of new industry entry of soft drink and dairy for APU 4 • Top 3 - with interest (extremely interest + very interest + somewhat interest ) = 85% 7%Extremely interest 18% 60% 3% Very interest Somewhat interest Somewhat not interest © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 11 of 136 Source: Phase I - Qualitative (FGD); Phase III – Quantitative (DTD): U&A 12%Not very interest
  • 13. Our overall insight into addressing your marketing questions is Your Marketing Question marketing questions is… Our Overall Insight/ Implications • Which categories under soft drink and dairy have potential • Fruit juice is highly preferred and will be increasingly consumed, followed by RTD tea Packeddairy have potential for entry? followed by RTD tea. Packed milk & yogurt are the favored dairy products. • Action: APU could grow their juice & milk business and enter the RTD& milk business and enter the RTD tea & packed yogurt industry. Mixed category of ‘Juice + milk’ could be considered based on the © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 12 of 136 considered based on the information learnt from China.
  • 14. Information/ Data Supported Consumer’s attitude towards health directly points towards juice/vegetable, milk and yogurt • Consumers want to eat healthily, such as drink more milk and yoghurt / 1 tarag (local yoghurt), less CSD and eat more vegetables • Perceived health benefits drive consumers to drink juice and dairy Products Motivation for drinking • Natural • Nutritional • Tasty Juice Tasty • Quenches thirst • Nice product color could increase appetite • Nice and attractive packaging , eye-pleasing • More natural no chemicals Milk • More natural, no chemicals • More nutritious, rich of protein, Vitamin D, fats • Good taste • Good for bone growth as it contains calcium • Made from milk nutritious © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 13 of 136 Tarag / yoghurt Made from milk, nutritious • Helps sleeping Source: Phase I - Qualitative (FGD)
  • 15. Information/ Data Supported In UB, consumption of some beverage fluctuates depending on season, however juice consumption is quite stable in winter and summer. 2 • Mongolian consumers tend to view juice as a healthy drink which could strengthen immunity and against cold & flu • Consumers drink juice in cold during warm season and mixed with hot water in winter © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 14 of 136 Source: Phase I - Qualitative (FGD)
  • 16. Information/ Data Supported High penetration & less serious barriers towards juice, RTD tea, packed milk & yogurt 3 Penetration No consumed(%) Fruit juice Bottled water CSD 93 85 73 27 15 7 Soft Drinks ( ) Key barrier: dislike the taste (18%) CSD RTD tea Mineral water Vegetable juice 38 73 73 39 62 61 27 27 Vegetable juice Energy drink RTD coffee Packed milk 87 13 38 33 23 77 67 62 Key barrier: too expensive (14%)Packed milk Packed yoghurt Fresh milk Fresh yoghurt 87 83 69 58 13 17 31 42 Dairy Key barrier: too expensive (14%) Key barrier: too expensive (11%) © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 15 of 136 Fresh yoghurt Flavored milk 58 24 42 76 Source: Phase II - Quantitative (DTD): incidence check; Phase III - Quantitative (DTD): U&A
  • 17. Information/ Data Supported Among the defined categories - fruit juice, RTD tea, packed milk and packed yogurt have the largest market size 4 Penetration Drinking Drinking Share of 93Fruit juice 220,135 Penetration (%) frequency (times/ week) volume/pack (average ml) Market size Share of volume Soft Drinks 2.6 910 30 73 33 23 RTD tea Energy drink RTD ff 109,723 13,948 Soft Drinks 2.6 1.4 2 6 578 302 356 15 2 323 87 RTD coffee Packed milk 21,271 275,597Dairy 2.6 3.4 356 932 3 37 83 24 Packed yogurt Flavored milk 275,597 73,998 23,762 Dairy 2.6 1.6 343 619 10 3 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 16 of 136 Source: Phase II - Quantitative (DTD): incidence check; Phase III - Quantitative (DTD): U&A * Remark: Market size = penetration * frequency * volume/most often used pack Share of volume=Each category market size/ total market size of all defined categories
  • 18. Information/ Data Supported Packed milk currently has the largest market size and also the largest predicted growth in the future, followed by packed yogurt • Comparatively high preference together with big increased drinking trend 5 Preference (%) (8-10 scores among 1-10 rating) X Increased Trend (%) (4-5 scores among 1-5 rating) = Potential index (%) Packed milk Packed yoghurt 63 53 44 39 28 21 Fresh milk 39 39 33 13 Fresh yoghurt 18 33 6 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 17 of 136 Flavored milk 14 23 3 Source: Phase III – Quantitative (DTD): U&A
  • 19. Information/ Data Supported Among all soft drinks, fruit juice enjoys the biggest potential, with RTD tea standing in second position • Comparatively high preference together with big increased drinking trend 6 90 53 48F it j i Preference (%) (8-10 scores among 1-10 rating) X Increased Trend (%) (4-5 scores among 1-5 rating) = Potential index (%) 90 42 36 53 28 31 48 12 11 Fruit juice RTD tea Vegetable juice 36 26 24 31 29 26 11 8 6 Vegetable juice Bottled water Energy drink 38 16 16 26 26 6 4 CSD Mineral water © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 18 of 136 13 13 2 Source: Phase III – Quantitative (DTD): U&A RTD coffee
  • 20. Information/ Data Supported Other consideration – new product by mixing different categories based on Chinese experience 7 In China, Nutri- Express – a unique combination of fruit juice & pure milk, is welcomed by different consumers due to: • Uniqueness: more than a traditional milk beverage • Enriched health: dairy mixed with fruit’s nutrition • A good alternative: claimed a good replacement for breakfast +Milk + Juice +Milk + Juice => new product Comprehensive 3 tastes available A good beverage b th f kid & Comprehensive Nutrition Convenient replacement for both for kid & adults Variable © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 19 of 136 replacement for breakfast packages * Ingredients: B3, B6, B12, VA, VE, Taurine, Calcium, Magnesium, K, Sodium, Protein, Fat, Carbohydrate
  • 21. Our overall insight into addressing your marketing questions is Your Marketing Question marketing questions is… Our Overall Insight/ Implications • What factors/ characteristics should be the focus for potential • Features like Good taste & strong suitability are the key driversbe the focus for potential categories? the key drivers. • Action: Deliver key driver message, maintain strength and improvestrength and improve weaknesses for each potential category © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 20 of 136
  • 22. Summary of Key Characteristics Category Strength, should be highlighted Weakness, should be improved • Good for health with good ingredients • Design appealing package and made Fruit juice and nutrition. Tasty, has a wide varieties • Suitable for different people and help to build a better life it user friendly (e.g. easy to open) • Design the package with different suitable sizes Tasty and thirst quenching Package material should be RTD tea • Tasty and thirst quenching • Good suitability and could build a healthy life • Appealing appearance of package and user friendly • Package material should be environmental friendly • Reasonable price • Channel distribution y Packed milk • Rich varieties to choose from • Package is appealing and user friendly • Improve the taste and ingredients • Enlarge targets and educate consumers drinking more milk could improve life quality Packed yogurt • Healthy and trendy drink with good ingredients • Good taste with less sweet • Enlarge drinking targets • Deliver the message of energy boosting or Improve this capability • Reasonable price © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 21 of 136 • Reasonable price Remark: the strength or weakness mentioned above are under specific competitive setting of soft drinks and dairy products respectively
  • 23. Information/ Data Supported Good taste is the key driver for both soft drink and dairy products. Suitable for different people and benefit for a better life also could drive consumption. 1 Soft drink Dairy Product Good taste Good ingredients (e.g. milk source) Has wide varieties to choose from Constantly introduces new product 100 51 50 33 100 48 53 46 Soft drink Dairy Product related Constantly introduces new product More healthy Appealing function (e.g. additional calcium added) Value for money Thirst quenching 16 11 5 1 64 27 43 26Thirst quenching Packed related Appealing packaging/design User-friendly packaging (e.g. easy to open) Suitable package size Use environmentally friendly packaging materials 49 43 36 12 54 52 47 23Use environmentally friendly packaging materials Perception Suitable for me Suitable for family use Makes me feel my family and I are living a better life Trendy 75 60 59 42 3 88 83 72 74 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 22 of 136 Perception Trendy I feel it is reliable/safe Energetic My kids like it 42 27 17 1 74 72 55 1Source: Phase III - Quantitative (DTD): U&A
  • 24. Information/ Data Supported Strength & weakness Based on category performance, maintain strength & improve weaknesses for each potential category 2 Strength & weakness Performance of category key drivers Fruit juice RTD tea Packed milk Packed yogurt Good taste Product related Good ingredients Has wide varieties to choose from Package related Appealing packaging/design User-friendly packagingy p g g Perception Suitable for me/ family Help build a better life © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 23 of 136 p Remark: Strength, should be maintained Weakness, should be improved Source: Phase III - Quantitative (DTD): U&A
  • 25. Information/ Data Supported Delivering key considerations towards the soft drink categories based on consumer interest, if APU produce. 3 40 46Product function Good for health 15 39 Juice TeaSoft drinks 40 3 Good for health More nutritious Thirst quenching P d t h t i ti 15 25 28 2 40Product characteristic Suitability (e.g. for me or family) Availability (e.g. rare in Mongolia, new product) 25 4 48 2 2 2 Convenience (e.g. for use/consume/carry around) Price (e.g. current beverage is too expensive) Quality (e.g. for better quality) 9 6 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 24 of 136 10 Qua y (e g o be e qua y) Product taste (e.g. good taste) 12 Source: Phase III - Quantitative (DTD): U&A
  • 26. Information/ Data Supported Delivering key considerations towards the dairy categories based on consumer interest, if APU produce. 4 22 64 10 58 Milk YogurtDairy Product characteristic Availability 12 16 1 13 33 5 7 2 Suitability (e.g. for me or family, with habit) Convenience (e.g. for use/consume/carry around) Price (e.g. economical) Quality (e.g. for better quality) 8 3 2 26 3 6 4 23 y ( g q y) Product function Good for health Boosts energy Enriched with vitamin 2 3 2 1 3 4 4 Enriched with vitamin Improves metabolism of human body Ingredients of current dairy are not good More nutritious © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 25 of 136 1 7 4 15 To prevent osteoporosis Product taste (not too sweet) Source: Phase III - Quantitative (DTD): U&A
  • 27. Our overall insight into addressing your marketing questions is Your Marketing Question marketing questions is… Our Overall Insight/ Implications • Who are my competitors in potential new category markets? • APU faces strong competition mainly from local brandsnew category markets? local brands. • Action: Strengthen APU’s• Action: Strengthen APU s advantage and avoid weakness, take competitor’s weakness as © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 26 of 136 competitor s weakness as self breakthrough
  • 28. Information/ Data Supported Juice: key competition comes from Vitafit, the strategy are as follows • Focus on good taste and well packaged juice • Pay attention to the price since the juice produced by Vitafit is cheaper 1 • Continue to deliver the brand image of progressive with planning, strengthen young active image Multi Goy Anar Bio juice Frutta Aloe Jurjiin Shar Moya DaMulti juice Anar Bio juice Frutta /Lotte talst doctor semiya Da Imported Jivertiin orgil Imported Imported Aware 100 100 100 95 99 100 100 99 96 96 Familiar 99 100 95 83 91 97 99 93 89 88 Consider 99 98 92 75 87 94 97 86 84 82 Ever drunk 99 98 90 66 83 92 97 81 79 79 Currently drink 90 92 79 54 71 82 86 69 71 69 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 27 of 136 Loyalist 44 48 43 21 26 47 42 36 35 33 Source: Phase I - Qualitative (FGD); Phase III - Quantitative (DTD): U&A
  • 29. Information/ Data Supported RTD tea: key competitions come from Goy tea & Nestea • Faced with very strong competition, APU could develop the product to cater for consumer’s needs on tea and explore competitor’s blank area 2 • Strengthen the image on young and active Goy tea Nestea Popsy tea Pokka teay p y Aware 98 92 41 53 Familiar 94 84 22 28 Consider 91 80 20 24 Ever drunk 89 77 11 15 Currently drink 79 68 8 12 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 28 of 136 Loyalist 43 38 4 6 Source: Phase I - Qualitative (FGD); Phase III - Quantitative (DTD): U&A
  • 30. Information/ Data Supported Packed milk: key competitions come from SOO JSC & Vitafit, the strategy are as follows • To SOO JSC, APU should deliver an active image and strengthen their ads/ 3 promotion • To Vitafit: APU should pay attention to the packaging design Shine ilk Avarga h Ugluu ilk Pure ilk Oelun kh Pure ilk Biye b d i Poldeni milk chanar milk milk ekh milk bodooroi o de Arta Aware 98 91 99 97 99 97 95 53 Familiar 95 76 92 91 91 88 81 42 Consider 92 68 85 85 81 79 70 37 Ever drunk 90 61 81 83 77 76 62 32 Currently drink 84 53 76 76 64 63 53 23 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 29 of 136 Loyalist 49 17 33 30 20 19 18 2 Source: Phase I - Qualitative (FGD); Phase III - Quantitative (DTD): U&A
  • 31. Information/ Data Supported Packed yogurt: key competition comes from SOO JSC • Deliver an active and energy boosting image • Strengthen ads promotion 4 • Provide a reasonably price product Jimstei yoghurt Chudo yoghurt Jimstei yoghurt Fruttis yoghurt Slivochny yoghurtyoghurt yoghurt yoghurt yoghurt yoghurt Imported Saalichin Imported Imported Aware 99 88 79 81 74 Familiar 93 78 69 68 63 Consider 88 71 62 62 55 Ever drunk 87 66 59 56 50 Currently drink 83 59 54 49 45 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 30 of 136 Loyalist 54 28 23 18 17 Source: Phase I - Qualitative (FGD); Phase III - Quantitative (DTD): U&A
  • 32. Our overall insight into addressing your marketing questions is Your Marketing Question marketing questions is… Our Overall Insight/ Implications • How to communicate with consumers? • Consumer trust APU →Action: Strengthen APU’s positive image Health tast prod ct ith e e catchingwith consumers? • Healthy tasty product with eye-catching package is welcome → Action: Develop tasty products with appealing packagingappealing packaging • APU is new/weak in new market → Action: Strengthen distribution to fencourage preference • Consumer’s favorite information channel is TV © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 31 of 136 → Action: Launch ads via TV or deliver message by outdoor billboards
  • 33. Communication Strategy - I Branding Strengthen APU positive image in the consumer's mind: good reputation, progressive, could successfully produce high quality productquality product . Develop young active image to cater to younger ages. Product Offer product with good quality & rich nutrition, deliver the message of healthy to body and life Develop tasty product with variants or flavors to choose fromDevelop tasty product with variants or flavors to choose from. Packaging Focus on tetra pack & plastic bottle packaging. Develop appealing and functional package (easy for use/ carry around and environmental friendly). Design suitable size package (big size for family use sharing © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 32 of 136 Design suitable size package (big size for family use sharing with others, small size for drinking on the road or at social area).
  • 34. Communication Strategy - II Pricing Provide at a reasonable price especial for new entry markets of RTD tea and packed yogurt Distribution As main purchasing channels, hyper/ supermarket and grocery store are intensive and should be offered to f i dencourage preference over competing products. Supermarket Grocery store Communication Continue to increase advertising (strengthening the image of APU) and focus on TV and outdoor billboards. © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 33 of 136 Among all TV channels, UBS TV is useful as consumer’s most contacted channel.
  • 35. FindingsFindings Supporting Key Learnings • Perception towards Health & Drinks • Category Penetration & Perception • Usage & Purchasing Behavior • Brand Competitive Environment • Opportunity for APU
  • 36. Perception Towards Health & Drinks  • Attitudes towards Health • General Attitudes towards DrinksGeneral Attitudes towards Drinks • Knowledge of Drinks • Motivation & Barriers © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 35 of 136
  • 37. Summary How is the attitude towards health of Mongolian consumers? • Food and beverage are closely associated with ‘Health’ in UB. In consumer’s mind, it is healthy life if drink or eat more milk/yogurt/tarag/vegetable and less CSD. H t l t th d i k ll ?How to evaluate the drinks generally? • Juice, CSD, milk and tarag are common drinks while the other drinks are not extensive or weak availability or with some limitation (e.g. expensive). What are the motivations? • Good taste and good for health (e.g. nutritious, help sleeping) are the key drivers for drinkingdrivers for drinking What are the barriers? • Inherent habits health concern not good taste and weak availability are © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 36 of 136 Inherent habits, health concern, not good taste and weak availability are the key barriers for drinking
  • 38. Attitudes towards Health F d i t l i t d ith “h lth ” t Ul b t (UB) When ‘healthy’ is mentioned, consumers would think of: • Dietary Food is strongly associated with “healthy” at Ulaanbaatar (UB) among people aged 22-40 y.o. y − Eat regularly and properly − Eat healthily such as: − Drink more milk and yoghurt / tarag (local yoghurt) − Use calcium enriched milk (married women aged 30+)( g ) − Eat more vegetables and less meat, fat-free meals − Drink less CSD − Eat less sugar and salt free meals − Use more natural products • Healthy lifestyle − Sleep well − Sufficient rest • Exercise − Play sports – basketball, table tennis, tennis etc. − Go to gym, fitness club − Walk more − Play yoga (more women) © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 37 of 136 • Maintain a good mood – mental healthy • Keep body warm, not to get sick easily • Take health supplements Phase I - Qualitative (FGD)
  • 39. General Attitudes towards Drinks in UB C t UB t th d i k b f ti d i di t • Consumers were asked to group the beverages into groups based on their understanding and perceptions Consumers at UB segment the drinks by functions and ingredients understanding and perceptions. • Grouping across the groups are similar: Dairy Water Juice Refreshing Supplementary CSD drinks / hot drinks / energy drinks • Milk • Pure water • Juice • RTD tea • Energy drink • CSD • Tarag • Yoghurt • Ayrag (fermented mare’s milk) • Fresh horse milk • Mineral water • Soda • RTD coffee gy • Bakhus drink • Fresh horse milk • Milk tea • Yellow milk • Camel milk © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 38 of 136 Phase I - Qualitative (FGD)
  • 40. Knowledge of Soft Drink Th h t t i f b t d t th k tThough most categories of beverage are presented at the market place, the offerings (brands and variants) are still not extensive (with the exception of juice and CSD). • Common soft drinks in UB Common drinks at home Common drinks out of home • Juice • Bottled water (summer) • Tea bag tea • Instant coffee (very few) • CSD (more younger people) ( ) • Instant coffee (at office) • Tea-bag tea (at office) • Juice • RTD tea • Though consumers are well aware of the negatives of Cola some younger • CSD Though consumers are well aware of the negatives of Cola, some younger people (those aged 30 y.o. below) still prefer Cola as it’s sparkling taste is unique and thirst quenching - Cola is perceived as “harmful” to bone, would cause bone broken easily © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 39 of 136 Phase I - Qualitative (FGD)
  • 41. Knowledge of Dairy - I U f d i d t t UB i • Milk tea is a traditional drink both at home and out of home • Tarag (local yoghurt) is also very commonly used Usage of dairy products at UB is very common. • Tarag (local yoghurt) is also very commonly used • Yoghurt (referred as imported products) is less used among general consumers due to the higher price Common drinks at home Common drinks out of home • Mike tea • Milk (boiled) • Hot tea / milk tea (winter) T ( t ffi ) Milk (boiled) • Tarag • Tarag (at office) © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 40 of 136 Phase I - Qualitative (FGD)
  • 42. Knowledge of Dairy - II D i ti i tl b • Rich availability with lower price • Both fresh milk and packaged milk exist at UB. Usage of fresh milk is still very popular at UB Dairy consumption varies greatly by season − Usage of fresh milk is still very popular at UB − Believed to be more fresh => more nutritional • Much lower price => economical • Habit of drinking ‘boiled’ fresh milkg • As such, consumers do not have a habit to drink milk “straightly” as fresh milk need to be boiled in order to kill germs. People claimed that they drink “boiled milk” about once a week only. Also Mongolian milk is fat-rich and therefore, needs to be diluted first before drinking straight. Generally, people rarely drink fresh milkg g y, p p y straight. • Fresh milk is rich available in summer but less available in winter • Fresh milk is widely available at the wet markets and outside the residential areas at summer Traders would bring fresh milk from the countryside to city of UBat summer. Traders would bring fresh milk from the countryside to city of UB. • However supply of fresh milk would drop substantially at winter and price also goes up − USD0.25 / L at summer and USD1.5 / L at winter © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 41 of 136 − Consumers would consume less milk or buy packaged milk (at TBA) in winter from nearby shops. Phase I - Qualitative (FGD)
  • 43. Perceived benefits of dairy / beverages are stayed at functional levelstayed at functional level Products Positives Negatives • More natural no chemicals • News about packaged milk is Milk • More natural, no chemicals • More nutritious, rich of protein, Vitamin D, fats • Good taste • Good for bone growth as it • News about packaged milk is made from milk powder, not from fresh milk => low nutritional value but sell at high price • Causes constipation if drink too contains calcium much Tarag / yoghurt • Made from milk, nutritious • Helps sleeping • Natural • Nutritional • Tasty • Contains too much sugar => increase weight => cause diabetic if over use Juice • Quenches thirst • Nice product color => increase appetite • Nice and attractive packaging => l i • Artificial is added to make the juice looks so colorful? • Reduce the appetite of children as it contains sugar © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 42 of 136 eye-pleasing Phase I - Qualitative (FGD)
  • 44. Barriers of Soft Drink Consumption I h t h bit h lth d t d t t th k Bottled Water Mineral Water CSD RTD tea Inherent habits, health concern and not good taste are the key directions of barrier • Not necessary, current drink is enough (24%) • Just drink boiled beverage (22%) • Not necessary, current drink is enough (24%) • No habit of drink this kind of beverage(15%) • Not healthy/ be harmful to body (45%) • Cause osteoporosis (19%) • Dislike the taste (18%) • Not interested in the drink (14%) • No habit of drink thisg ( ) • No habit of drink this kind of water (9%) • Dislike the taste (7%) g ( ) • Not interested in the drink (11%) • Dislike the taste (12%) • Strong taste (8%) ( ) • Dislike the taste (8%) kind of beverage(13%) • Not necessary, current drink is enough (9%) Fruit Juice • Dislike the taste (18%) • No habit of drink this Vegetable Juice • Dislike the taste (26%) • Strong taste (11%) Energy Drink • Don’t know this drink (16%) RTD Coffee • Not healthy (18%) • No habit of drink this kind of beverage(12%) • Not interested this juice (10%) • Too expensive (10%) • Too sweet (9%) g ( ) • Not interested in this juice (10%) • No habit of drink this kind of beverage (9%) ( ) • Not necessary, current drink is enough (14%) • Too expensive (13%) • Not drink this kind of beverage (10%) kind of beverage (13%) • Do not know this drink (12%) • Drink instant coffee © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 43 of 136 Phase II - Incidence check: P2/Q2. Please tell me all the reasons why you not consumed any soft drink. What are the main reasons? • Too sweet (9%) beverage (10%) • Dislike the taste (8%) • Drink instant coffee (7%)
  • 45. Barriers of Dairy Consumption The formed drinking habit and price sensitivity are the key barriers for • Not hygienic (32%) The formed drinking habit and price sensitivity are the key barriers for packed dairy. While availability and hygiene are the two main considerations affect to drink fresh dairy Fresh milk • Not available (20%) • Packed is better, simple to use (8%) • No habit of drinking this kind of dairy (6%) • Habit of dinking fresh milk only (23%) Packed milk • Too expensive (14%) • Not necessary, current drink is enough (12%) • No habit of drink this kind of dairy (11%) • Not available (27%) N t h i i (22%) Fresh yogurt • Not hygienic (22%) • Dislike the taste (6%) • Packed is better, simple to use (6%) • No habit of drinking this kind of dairy (14%) Too expensive (11%) Packed yogurt • Too expensive (11%) • Not necessary, current drink is enough (11%) • Dislike the taste (8%) • Don’t know this product (16%) • No habit of drinking this kind of dairy (15%) © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 44 of 136 Flavored milk • No habit of drinking this kind of dairy (15%) • Dislike the taste (15%) • Not interested in the dairy (8%) Phase II - Incidence check: P2/Q2. Please tell me all the reasons why you not consumed any soft drink. What are the main reasons?
  • 46. Category Penetration & Perception • Penetration & Market Share • Category PreferenceCategory Preference • Drinking Evolution in 2011 • Category Image Association © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 45 of 136
  • 47. Summary - Category Performance Consumption incidence • The incidence of fruit juice, bottled water, packed milk and packed yogurt are very high (above 80% of past 3 months drinking incidence) • Except for bottled water less consumed by 13-19 years old, the other three categories enjoy high incidence across all ages. Category preference • Consumers show strong preference towards fruit juice (90% preference across all ages)across all ages) • For dairy, packed milk, tarag & yogurt are welcome (more than 50% preference) Drinking evolution in 2011 • Based on around 50% stable market, fruit juice, packed milk and packed yogurt have strong potential to increase future market. © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 46 of 136 y g g p
  • 48. Summary - Category Drivers & Perception Category drivers • Good taste dominantly is the key driver both for soft drink and dairy products • Suitability and good for life are also perceived as key factors for soft drink and dairy products drinking Category perception • Soft drink: F it j i f ll d li k d i ’ f ll d b RTD t- Fruit juice can successfully deliver key driver’s message followed by RTD tea - But the package of fruit juice is not appealing and user-friendly (e.g. easy to open). The pack size is also not suitable. • Dairyy - Fresh dairy performs better on key drivers than packed dairy - Packed yogurt is deemed as good taste but should enhance its suitability and image of reliable and trendy. © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 47 of 136
  • 49. Past 3 Months Consumption Incidence A i h t i f l h li d i k f it j i b ttl dAmong rich categories of non-alcoholic drinks, fruit juice, bottled water, packed milk and packed yogurt are very popular among Mongolian consumers. Soft Drinks Dairy Base: All respondents (n=939) 93 85 73 Fruit juice Bottled water CSD Packed milk Packed yogurt F h ilk 87 83 6973 73 39 CSD RTD tea Mineral water Fresh milk Fresh yogurt Flavored milk 69 58 24 38 39 33 Mineral water Vegetable juice Energy drink Flavored milk 24 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 48 of 136 23 Phase II – Incidence check: P1/Q1. Which of the following types of beverage have you ever consumed/drunk in the last 3 months? RTD coffee
  • 50. Market Share B ttl d t d f it j i d i th 40% ft d i k k tBottled water and fruit juice drive more than 40% soft drink markets. Packed & fresh milk dominate 60% share of dairy market. Market share = population * penetration * drinking frequency Base: All respondents (n=939) RTD Soft Drinks Dairy Bottled water 23% RTD coffee 5%Vegetable juice 5% Energy drink 4% Packed milk Flavored milk 4%Fresh yoghurt 15% Mineral water 6% milk 31% 15% Packed Fruit juice 22% RDT tea 17% F h ilk Packed yoghurt 22% © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 49 of 136 Phase II – Incidence check: P1/Q1. Which of the following types of beverage have you ever consumed/drunk in the last 3 months? 22% CSD 18% Fresh milk 28%
  • 51. Market Size & Share of Volume A th d fi d t i f it j i RTD t d k d ilkAmong the defined categories, fruit juice, RTD tea and packed milk enjoy the largest market size. Market size = penetration * frequency * volume/pack Base: All respondents Penetration (%) Drinking frequency (times/ week) Drinking volume/pack (average ml) Market size Share of volume Soft Drinks 93 73 33 Fruit juice RTD tea E d i k 220,135 109,723 2.6 2.6 1 4 910 578 302 30 15 233 23 Energy drink RTD coffee 13,948 21,271 1.4 2.6 302 356 2 3 87 83 Packed milk Packed yogurt 275,597 73,998 Dairy 3.4 2.6 932 343 37 10 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 50 of 136 24Flavored milk 23,7621.6 619 3 Phase II – Quantitative (DTD): incidence check; Phase III – Quantitative (DTD): U&A
  • 52. Category Preference F it j i k d ilk & t & t j th t 4 f dFruit juice, packed milk & tarag & yogurt enjoy the top 4 preferred beverage or dairy products among all drinks. Top 3 scores (8-10) among 10 (1-10) ratings Soft Drinks (n=544) Dairy (n=556) Base: All respondents 90 42 38 Fruit juice RTD tea CSD Packed milk Packed tarag P k d t 63 62 5338 36 26 CSD Vegetable juice Bottled water Packed yogurt Fresh yogurt tarag Fresh milk 53 48 39 24 26 16 Bottled water Energy drink Mineral water Fresh milk Flavored milk Soya milk 14 39 3 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 51 of 136 13 Phase III – U&A: Q1. Among all beverage as below what's your preference to each beverage/ dairy? RTD coffee
  • 53. Drinking Evolution in 2011 B d d h lf t bl k t f it j i k d t dBased on around half stable market, fruit juice, packed tarag and packed milk have strong potential to increase future market Top 2: drink more than 2010 (much more and little more than 2010) Soft Drinks (n=544) Dairy (n=556) Base: All respondents Top2 Top2 Fruit Juice Vegetable Juice 12 8 44 50 33 22 20 812 53 31 Packed tarag Packed milk 23 4 47 50 36 33 12 113 47 44 Top2 Top2 Bottled water RTD tea Mineral water 5 6 13 6 7 8 61 59 53 21 20 22 8 7 5 29 28 26 Packed yogurt Fresh milk Fresh yogurt tarag 7 6 8 7 11 8 47 51 51 27 26 25 12 6 8 39 33 33 Energy drink CSD RTD C ff 20 15 29 8 26 11 47 44 47 19 11 10 6 5 3 26 16 y g g Flavored milk Soya milk 19 35 9 7 49 47 21 10 3 1 23 11 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 52 of 136 Phase III – U&A: Q2. Compared to the this year (2010), how do you think the evolution of your drinking habit of next year 2011? RTD Coffee 2911 47 103 Much less (1) Little less (2) Same (3) Little more (4) Much more (5) 13
  • 54. Attribute Importance Measurement (AIM) Derived Importance (Image Drivers)– Derived Importance (Image Drivers) • AIM combines data on preference with that on image associations. • It examines which image attributes are associated with preferred and non-preferred categories and determines how important each of these image attributes is in driving category preferencethese image attributes is in driving category preference. • This “Importance Ladder” is then re-based as 1 to 100 for easy interpretationinterpretation - A score of 1 is issued if the person indicates that none of the categories preferred has the attribute A score of 100 is issued if the person indicates that all their preferred- A score of 100 is issued if the person indicates that all their preferred categories have that attribute © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 53 of 136
  • 55. Standardised Category Image - Explanation • Raw image data can be misleading. - Well-known categories tend to score highly on every image attributeWell known categories tend to score highly on every image attribute. - If they are really doing so well, why are there other categories available in the market? • Data standardization provides a more realistic view. - It identifies the relative strengths and weaknesses of each of the measured category.measured category. - It highlights the category’s reasons for being in the market. - It provides insights into the areas where improvement should be considered. © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 54 of 136
  • 56. Drivers for Soft Drink Category Preference G d t t i th k d i f ft d i k t f Th 100Good taste Good taste is the key driver for soft drink category preference. The ideal soft drink is treated as a beverage close with consumers. Base: All respondents (soft drink: n=544) Importance 100 75 60 59 51 Good taste Suitable for me Suitable for family use Makes me feel my family and I are living a better life Good ingredients (e.g. milk source) 50 49 43 42 Good ingredients (e.g. milk source) Has wide varieties to choose from Appealing packaging/design User-friendly packaging (e.g. easy to open) Trendy 42 36 33 27 17 Trendy Suitable package size Constantly introduces new product I feel it is reliable/safe Energetic 17 16 12 11 5 Energetic More healthy Use environmentally friendly packaging materials Appealing function (e.g. additional calcium added) Value for money Color Meaning Red Prod ct related © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 55 of 136 5 1 1 Value for money My kids like it Thirst quenching Red Product related Green Package related Blue Perception towards soft drink
  • 57. Image Association of Soft Drinks Fruit juice is successful to deliver the perception of good taste and Bottled water Mineral water CSD RTD tea Fruit Juice Vegetable Juice Energy drink RTD Coffee Good taste Base: All respondents (soft drink: n=544) Fruit juice is successful to deliver the perception of good taste and better suitability. Importance Suitable for me Suitable for family use Makes me feel my family and I are living a better life Good ingredients (e.g. milk source) Has wide varieties to choose from Appealing packaging/design User-friendly packaging (e.g. easy to open) Trendyy Suitable package size Constantly introduces new product I feel it is reliable/safe Energeticg More healthy Use environmentally friendly packaging materials Appealing function (e.g. additional calcium added) Value for money © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 56 of 136 Value for money My kids like it Thirst quenching Strong association Weak association Average
  • 58. Drivers for Dairy Category Preference G d t t i l th k d i t d i d t S it bl li bl 100Good taste Good taste is also the key driver to dairy products. Suitable, reliable and trendy dairy is well preferred by consumers. Base: All respondents (dairy: n=556) Importance 100 88 83 74 72 Good taste Suitable for me Suitable for family use Trendy Makes me feel my family and I are living a better life 72 64 55 54 Makes me feel my family and I are living a better life I feel it is reliable/safe More healthy Energetic Appealing packaging/design 54 53 52 48 47 Appealing packaging/design Has wide varieties to choose from User-friendly packaging (e.g. easy to open) Good ingredients Suitable package size 47 46 43 27 26 Suitable package size Constantly introduces new product Value for money Appealing function (e.g. additional calcium added) Thirst quenching Color Meaning Red Prod ct related © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 57 of 136 26 23 1 Thirst quenching Use environmentally friendly packaging materials My kids like it Red Product related Green Package related Blue Perception towards dairy
  • 59. Image Association of Dairy Products Fresh milk Packed milk Flavor milk Fresh yogurt tarag Packed yogurt Packed tarag Good taste Base: All respondents (dairy: n=556) Importance Good taste Suitable for me Suitable for family use Trendy Makes me feel my family and I are living a better lifeMakes me feel my family and I are living a better life I feel it is reliable/safe More healthy Energetic Appealing packaging/designAppealing packaging/design Has wide varieties to choose from User-friendly packaging (e.g. easy to open) Good ingredients Suitable package sizeSuitable package size Constantly introduces new product Value for money Appealing function (e.g. additional calcium added) Thirst quenching © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 58 of 136 Thirst quenching Use environmentally friendly packaging materials My kids like it Strong association Weak association Average
  • 60. Usage & Purchasing Behavior • How Often do They Consume? • When? Where? Occasion? How?When? Where? Occasion? How? • How Often do They Purchase? • Where to Purchase? © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 59 of 136 • How Consumer Considered When Purchasing
  • 61. Summary - Consumption Behavior Soft Drink Dairy Consumption frequency • Bottled water and CSD consumed more frequent with around 3 times consumption per week, followed by fruit juice and RTD tea • 4 times per week for fresh milk followed by 3.4 times per week for packed milk • Less frequency for yogurty j Less frequency for yogurt When • Like drink at any time • Lunch time for RTD tea and coffee, evening time (after dinner) for fruit juice and energy drink • Like drink at any time • In the morning at breakfast for packed milk, in the evening (after dinner) for packed tarag and yogurt Where • At home/office/school • On the road • Mainly at home Occasion • RTD tea and fruit juice help to thirst quenching, energy drink and RTD coffee could supplement • Dairy product could sharing with others, packed yogurt & tarag can help to drivegy pp energy p y g g p sweet perception after meal How-package • Plastic bottle/PET for RTD tea and fruit juice, can for energy drink and RTD coffee • Tetra pack/carton pack for milk and tarag, plastic bottle/PET for yogurt How-volume • Like drink in several times • Like drink several times • Favorite pack volume is less than 600ml for RTD tea/ energy drink/ RTD coffee and more than 600ml for fruit juice • Favorite pack volume is big pack (more than 600ml) for packed milk & tarag How-temp • Room temperature or chilled • Chilled © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 60 of 136 How-sharing • Sharing with others for fruit juice • RTD tea & coffee, energy drink mainly for own consumption • Sharing with others
  • 62. General Habit of Soft Drink Consumption - I J i i ll t d t UB How often How When & Where Format / package Who Juice is well accepted at UB. Juice 2-3 times a week to once a week Room temp or chilled Various • At home • Office For sharing / family consumption • TBA 1L Gl b ttl (500 l) All ages • Schools • Glass bottle (500ml) For own consumption • Plastic bottle (500ml) • Glass bottle (500ml) Bottled water More used at summer Mainly chilled Some room temp On the road Plastic bottle • 500 ml for own All ages • 3-4 times a week consumption • 1-1.5 L for sharing © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 61 of 136 Phase I - Qualitative (FGD)
  • 63. General Habit of Soft Drink Consumption - II RTD t i t ti ff th d hil th b d How often How When & Where Format / package Who RTD tea is starting off the ground while other beverages are under development. RTD tea More often at summer • 2-3 times a week Room temp or chilled At office On the road Plastic bottle (HDPE) • 500 ml for own self • 1-1.5 L for sharing Skewed towards young people among users • Once a week at winter g Energy drinksgy High awareness but usage is limited , probably due to the high price and lack of knowledge Room temp or chilled On the road During or after sports Can (200ml, 250ml, 500ml) More amongst young people g RTD coffee Not a popular drink yet Room temp Outdoors Plastic bottle (1L) Can (200ml, 240ml) Young people © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 62 of 136 Phase I - Qualitative (FGD) ( , )
  • 64. General Habit of Dairy Consumption - I Milk i l d th h i t b k t i t d t th How often How When & Where Format / package Who Milk is commonly used, though usage is set back at winter due to the shortage of supply, thus higher price. Fresh milk Mainly in summer • Almost everyday (Mainly) For milk tea Sometimes (once a week) drink fresh milk after boil At home • Morning, evening • Anytime as milk tea is a popular Bulk - people take buckets / containers from home All family members Women, children andmilk after boil Straight drinking of raw fresh milk is not in place due to the danger of brucellosis tea is a popular drink at home children and older people are heavy users Packed milk All seasons, less in summer due to the ample supply of fresh milk Both drink directly or for milk tea At home • If drink direct, mainly morning or evening TBA at 1 L Similar to fresh milk, all family members evening • If making milk tea, anytime of the day Ayrag (fermented horse milk) © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 63 of 136 Phase I - Qualitative (FGD) y g ( ) Mainly in summer Chilled At home Bulk All family members
  • 65. General Habit of Dairy Consumption - II D t th bl i d ti f f h l ll How often How When & Where Format / package Who Due to the very reasonable price and perception of freshness, locally made tarag is much more commonly used than yoghurt. p g Tarag (locally made yoghurt) Summer • Daily to 3-4 times a week Chilled Mainly at home, more at evening as it is believed it could Family package of 1L at • TBA • Plastic bag All ages, but more skewed towards womena week Winter – less often due to the shortage of supply and cold weather help sleeping • Plastic bag and children Yoghurt (imported product) Less often than tarag due to the Chilled At home At ffi TBA (1L) Pl ti More for childrentarag due to the higher price At office Outdoor Plastic cups children © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 64 of 136 Phase I - Qualitative (FGD)
  • 66. Consumption Frequency O b ttl d t d CSD d f tOn average, bottled water and CSD are consumed more frequent with around 3 times per week. For dairy, fresh milk is consumed frequently with 4 times consumption per week. Mean value: average drinking times per week Soft Drinks Dairy Base: All respondents who drink the beverage/dairy in past 3 months Mean value: average drinking times per week 3 2.8 Bottled water CSD Fresh milk Packed milk 4 3.4 2.6 2.6 2 6 Fruit juice RTD tea RTD ff Packed yogurt Fresh yogurt Fl d ilk 2.6 2.6 1 6 1.6 2.6 1.5 RTD coffee Mineral water Vegetable juice Flavored milk 1.6 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 65 of 136 Phase II – Incidence check: P4/Q4. How often do you consume the beverage/dairy in the past three months? 1.4 ege ab e ju ce Energy drink
  • 67. Drinking Time In UB consumers have the habit of drinking soft drink and dairy since they likeIn UB consumers have the habit of drinking soft drink and dairy since they like drink such categories whenever they want. Specifically speaking, consumers tend to drink packed milk at breakfast, RTD tea & coffee at lunch time, fruit juice, energy drink, packed yogurt and tarag in the evening (after dinner). B All d tBase: All respondents who drink the beverage/dairy in past 3 months Packed soft drink Packed dairy RTD tea Fruit juice Energy drink RTD coffee Packed milk Flavored milk Packed yogurt Packed tarag Base 341 526 140 81 511 43+ 293 453 68 187 50 72 102 51 68 102 54 54 2312 44 45 7449 21 53 3321 37 66 123 47 51 82 25Whenever want to drink Breakfast 47 3 23 9 37 1 11 9 11 4 6 10 28 6 17 15 43 3 13 15 23 7 9 19 18 1 5 7 142 5 Morning (after breakfast/before lunch) At lunchtime * 229 4 15 247 7 22 1710 812 219 410 142 7 32 2612 9 28 186 7 23 143 14 33 In the afternoon (after lunch/before dinner) At evening meal time © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 66 of 136 Phase III – U&A: Q4a. When do you usually drink it? Q4b. When do you dink it most often? 165 4220 2416 197 175 235 5030 6953In the evening (after dinner) Dark color: Most often drinking time; Light color: General drinking time
  • 68. Drinking Occasion D i i ki d f d i k it bl f h i ith f il E d i k P k d ft d i k P k d d i Dairy is a kind of drink suitable for sharing with family. Energy drink and RTD coffee can supplement energy. RTD tea can help to thirst quenching. B All d t Packed soft drink Packed dairy RTD tea Fruit juice Energy drink RTD coffee Packed milk Flavored milk Packed yogurt Packed tarag Base 341 526 140 81 511 43+ 293 453 10 13 3 15 30 14 9 15When I have a meal Base: All respondents who drink the beverage/dairy in past 3 months 10 9 66 35 13 11 56 48 3 65 18 17 15 36 15 15 30 21 27 16 14 30 19 21 9 15 6 47 15 17 7 45 When I have a meal I need energy I want some sweet after a meal When I am thirsty 66 5 15 32 56 11 57 18 22 12 15 30 14 27 7 61 19 21 44 6 8 50 7 5 65 When I am thirsty I need sth to comfort & cheer me I am together with my family 15 16 18 37 55 21 21 12 10 17 4 5 13 26 2 9 21 7 9 13 5 8 10 2 I am sharing a good time with others I am celebrating a festive occasion Window shopping © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 67 of 136 24 21 Phase III – U&A: Q5. For which occasion do you usually drink it? 29 16 10 16 4 4 3 4 2 16 8 2 2 1 Outdoor activities/park/travelling After sports Dark color: Most often drinking occasion; Light color: General drinking occasion
  • 69. Drinking Area H i th t ft d i ki f th k d d i k B All d t Home is the most often drinking area for these packed drinks, especial for dairy. RTD tea, fruit juice and energy drink are also suitable for drinking on the way. Packed soft drink Packed dairy RTD tea Fruit juice Energy drink RTD coffee Packed milk Flavored milk Packed yogurt Packed tarag Base 341 526 140 81 511 43+ 293 453 Base: All respondents who drink the beverage/dairy in past 3 months 76 55 6 89 48 10 54 37 5 73 17 1 99 3 2 5 88 5 13 96 2 99 3 In home On the way On airplane/bus/taxi, * 39 29 6 35 36 10 19 6 5 42 5 1 10 1 2 19 5 5 13 3 2 10 1 p , etc. In office/school Entertainment outlets * 14 29 19 43 11 6 4 19 1 13 5 7 3 1 2 2In the restaurant In the department store/ shopping mall © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 68 of 136 Phase III – U&A: Q6. Where do you usually drink it? 20 18 14 9 1 2 7 2 1In sporting area Bar, Pub - - - - - - -
  • 70. Tetra pack and HDPE are the more preferred packagingpreferred packaging Tetra pack HDPE Glass bottle Plastic bagTetra pack HDPE (plastic bottle) Glass bottle Plastic bag Positive • Easy to store at home • Convenient to use • Easy to carry around • Can re seal after • Quality of product is not affected • Can be recycled for • Can lower the selling price as the pack is cheap• Convenient to use (those with cap) • Can re-seal after opened • Can see through and check the product quality • Can be recycled for usage => environment friend pack is cheap Negative • (Those without cap) • Not easy to open, need a tt • The plastic would contaminate the taste of product => strange taste after l t • Heavy => not convenient to carry around • Can be broken il • Quality of product could be affected • Easily to break => not convenient to d dcutter • Cannot re-seal after opening long storage • Plastic is not environment friendly easily carry around and store © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 69 of 136 Phase I - Qualitative (FGD)
  • 71. Drinking Package & Volume Pl ti b ttl i th t ft d k k f RTD t f it j i B All d t Plastic bottle is the most often drunk package for RTD tea, fruit juice and packed yogurt. For packed milk & tarag the preferred package is tetra pack while for energy drink & RTD tea the preferred pack is can. Packed soft drink Packed dairy RTD tea Fruit juice Energy drink RTD coffee Packed milk Flavored milk Packed yogurt Packed tarag Base 341 526 140 81 511 43+ 293 453 Base: All respondents who drink the beverage/dairy in past 3 months 1 97 1 94 83 182 59 7 2114 6 6 44 4 5 1 2 14 55 9 91 1 83 20 21 7Plastic bottle/PET Gl b ttl General drinking package & most often drunk package * *1 1 48 1 18 3 39 77 2 21 23 14 4 4 7 4 9 4 1 46 80 18 93 5 16 81 5 88 5 1 9 15 1 30 2 69 43 49 71 1 Glass bottle Tetra pack/carton pack S b * * * 1 2 3 3 79 86 44 81 85 4618 165 Squeezer bag Can Dark color: Most often drinking package; Light color: General drinking package Average volume of most often drunk package (unit: ml) * * - * - © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 70 of 136 Phase III – U&A: Q7a. Which package do you drink it usually? Q7b. Which package do you drink it most? Q8a. When considering the package that you most often drunk, how much volume is it? 578 910 302 356 932 619 343 901 Average volume of most often drunk package (unit: ml)
  • 72. Drinking Habit I UB h th h bit f d i ki b / d i b B All d t In UB consumers have the habit of drinking beverage/ dairy by several times. For packed milk & tarag they often pour out the dairy in a glass or cup for drinking. Packed soft drink Packed dairy RTD tea Fruit juice Energy drink RTD coffee Packed milk Flavored milk Packed yogurt Packed tarag Base 341 526 140 81 511 43+ 293 453 Base: All respondents who drink the beverage/dairy in past 3 months 67 94 86 31 68 59 59 85 83 6 84 28 84 64 85 8 Drink by several times Directly from the k b l Most often drinking habit 67 3 27 31 1 55 59 30 9 59 12 26 6 1 77 28 2 56 64 11 20 8 0 77 package by several times Pour out in a glass or a cup by several times Directly from the package 3 4 1 13 30 2 12 2 1 16 2 14 5 15 Directly from the package and drink up in one go Pour out in a glass or a cup and drink up in one go Average volume of most often drunk habit (unit: ml) © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 71 of 136 Phase III – U&A: Q9a. On a typical usage occasion, how do you usually drink in the most often package? 453 358 268 292 285 339 277 268 Average drinking times for most often drunk package (mean value) 1.3 2.5 1.1 1.2 3.3 1.8 1.2 3.4
  • 73. C ti l ki lik h i ith th h Drinking Habit of Sharing B All d t Comparatively speaking, consumers like sharing with others when drinking fruit juice, packed milk and tarag. Packed soft drink Packed dairy RTD t Fruit j i Energy d i k RTD ff Packed ilk Flavored ilk Packed t Packed t Base: All respondents who drink the beverage/dairy in past 3 months tea juice drink coffee milk milk yogurt tarag Base 341 526 140 81 511 43+ 293 453 7755 6828 8883 8880 409 4221 6846 4513 Alone 7845 9072 3117 4220 9691 8679 7354 9387 Sharing with others © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 72 of 136 Phase III – U&A: Q10a. In general, how do you drink it, by yourself or sharing with others? Q10b. Which type your drink most often?
  • 74. Summary - Purchasing Behavior Soft Drink Dairy Purchase plan • Usually less planned • Usually more planned Shopping area • Hyper/super market and grocery store are the two major shopping areas Packaging • Single pack (only 1 bottle/tetra pack) Purchasing frequency • More frequent in summer • More frequent for RTD tea and juice, less for energy drink • More frequent in summer • More frequent for packed milk Drivers of purchasing • Flavor and production date are top 2 important factors • The younger are price sensitivity, the mature more care production date • Production date is the most important factor • 13-19 years old more care ingredients, 30 39 years old more care brand © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 73 of 136 more care production date 30-39 years old more care brand
  • 75. General Shopping Habit Sh b h th t h h l t UB • Purchase of packed milk is usually planned while water is more unplanned. • Branding plays an important role for dairy and some extent juice as consumers would Shops nearby home are the most common purchase channel at UB. have decided the brand(s) when they enter store. Initiation (“I want to buy the category”) Planned Unplanned Brand decided Packaged dairy products ision dchoice”) Brand not decided Bottled water Deci (“Brand Juice © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 74 of 136 Bottled water Phase I - Qualitative (FGD)
  • 76. Purchasing Area H / k t d t th f d t 2 B All d t Hyper/supermarket and grocery store are the preferred top 2 area that consumer purchase packed beverage & dairy. Packed soft drink Packed dairy RTD tea Fruit juice Energy drink RTD coffee Packed milk Flavored milk Packed yogurt Packed tarag Base 341 526 140 81 511 43+ 293 453 Base: All respondents who drink the beverage/dairy in past 3 months 86 6 87 44 54 37 85 85 7 44 53 37 85 51 4 24 25 56 46 7 86 32 28 58 86 11 85 46 46 42 95 9 72 42 35 56 89 81 8 43 40 51 86 83 3 10 1 43 44 45Hyper/supermarket Grocery store Markets and wholesale centers 7 18 1 2 5 6 182 11 61 14 3 71 14 2 3 4 1 2 2 2 2 3 2 1 3 3 1 1 Department store Street sales kiosk Restaurant - * * 10 11 5 1 1 16 20 9 6 1 199 5 7 1 2 1 1 2 2 2 1 1 Cafe Fast food place Pub/Bar - * * - * © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 75 of 136 Phase III – U&A: Q13a. Could you please tell me where you purchase it? Q13b. Which channel you purchase most often? 1 44 74 2 1Vending machine Pharmacy * - - - - - - - - - -
  • 77. C i UB h th h bit f h i i l k f k d Purchasing Package B All d t Consumers in UB have the habit of purchasing single pack of packed beverage or dairy products. Packed soft drink Packed dairy Base: All respondents who drink the beverage/dairy in past 3 months y RTD tea Fruit juice Energy drink RTD coffee Packed milk Flavored milk Packed yogurt Packed tarag Base 341 526 140 81 511 43+ 293 453 9386 9181 8980 8072 9181 9186 8171 9284 Single pack (only 1 bottle/tetra pack) 4114 5219 3820 4328 4419 2814 5129 4016Multi pack or whole box/case © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 76 of 136 Phase III – U&A: Q14a. In general, which type of package in the list do you usually purchase? Q14b. Which type you purchase most often?
  • 78. Purchasing Frequency in Summer C h RTD t d F it j i i f t i B All d t Consumer purchase RTD tea and Fruit juice is more frequent in summer with 4.5 times per week, followed by dairy products and RTD coffee with around 3 times per week. Base: All respondents who drink the beverage/dairy in past 3 months Packed soft drink Packed dairy RTD tea Fruit juice Energy drink RTD coffee Packed milk Flavored milk Packed yogurt Packed tarag Base 341 526 140 81 511 43+ 293 453 32 97 28 Heavy frequency Once a day or more 4-6 times a week 31 98 33 6 69 8 14 81 20 22 83 15 12 79 19 12 85 16 12 83 21 28 9 3 2-3 times a week Once a week Medium frequency 27 7 2 26 29 27 23 25 16 32 13 7 30 19 12 31 26 7 33 16 7 2 3Medium frequency 2-3 times a month Once a month Li ht f 1 1 2 21 6 27 11 5 16 5 1 7 9 2 12 5 1 7 6 2 7 * © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 77 of 136 Phase III – U&A: Q15a. How frequent do you purchase it in summer? Light frequency (more less) 4 2 11 9 8 10 Mean (times/ week) 4.5 4.5 1.9 2.9 3.3 2.8 2.7 2.9 **
  • 79. Purchasing Frequency in Winter I l h k d b d i d t B All d t In general, consumers purchase packed beverage or dairy products less frequency in winter except for packed milk & tarag. Base: All respondents who drink the beverage/dairy in past 3 months Packed soft drink Packed dairy RTD tea Fruit juice Energy drink RTD coffee Packed milk Flavored milk Packed yogurt Packed tarag Base 341 526 140 81 511 43+ 293 453 13 88 13 Heavy frequency Once a day or more 4-6 times a week 9 92 18 5 58 5 16 77 16 23 96 28 16 72 14 9 83 14 12 92 19 31 31 10 2-3 times a week Once a week Medium frequency 44 21 8 20 28 41 28 16 20 36 9 4 21 21 12 35 25 14 42 19 8 8 2 10Medium frequency 2-3 times a month Once a month Li ht f 6 2 8 34 7 41 19 1 20 3 1 4 7 5 12 13 2 14 6 2 8 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 78 of 136 Phase III – U&A: Q15b. How frequent do you purchase it in winter? 2Light frequency (more less) 1 1 4 16 2 Mean (times/ week) 2.7 2.9 1.6 2.9 4 2.6 2.6 3.1 **
  • 80. Influencer Importance of Purchasing V i t / fl d ti d t i d i di t th t 4Variants/ flavors, production date, price and ingredients are the top 4 important factors influence consumer’s beverage or dairy shopping. For dairy products consumer care more production date. Top 3 scores of importance ranking Base: All respondents (soft drink: n=544; dairy: n=556) p p g 54 Soft Drinks Dairy 1 Variants / flavors 53 54 50 38 2 Production date 3 Price 4 Ingredients 67 44 38 25 31 25 5 Brand 6 Store location 7 Packaging (e.g. format, shape & size) 26 28 23 9 6 4 3 98 Widely used/popular 9 WOM from friends & relatives 10 Mass media advertising (TV, print & outdoor) 11 I t ti ( f i t di t t ) 6 3 2 9 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 79 of 136 Phase III – U&A: Q16. Among all these statements how do you rank them? 3 1 11 In-store promotion (e.g. free girt, discount, etc..) 12 In-store advertising & merchandizing displays 2 *
  • 81. Influencer Importance of Soft Drink Purchasing – By Age Th i iti it Th t 13-19 ld 20-29 ld 30-39 ld 40-45 ld Total The younger are price sensitivity age. The mature age more care production date. years old (n=113) years old (n=199) years old (n=154) years old (n=78) 54 54 (n=544) 1 Variants / flavors 2 Production date 51 56 51 52 52 58 60 55 49 Base: All respondents (n=544) 31 38 50 3 Price 4 Ingredients 5 Brand 24 38 56 31 36 51 37 42 44 29 36 49 25 25 5 a d 6 Store location 7 Packaging 8 Wid l d/ l 31 19 25 31 21 20 26 26 9 4 6 8 Widely used/popular 9 WOM from friends & relatives 10 Mass media advertising 9 8 9 9 4 4 8 3 5 12 4 9 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 80 of 136 3 1 11 In-store promotion 12 In-store ads & displays Phase III – U&A: Q16. Among all these statements how do you rank them? 2 2 4 2 1 1 5 1
  • 82. Influencer Importance of Dairy Purchasing – By Age F d i d t 13 19 ld t i di t Whil 13-19 ld 20-29 ld 30-39 ld 40-45 ld Total For dairy product, 13-19 years old teens care more ingredients. While for those who aged 30-39 years old they are brand direction group. years old (n=113) years old (n=199) years old (n=154) years old (n=78) (n=544) 1 Production date 2 Variants / flavors Base: All respondents (n=556) 53 67 57 64 51 70 56 64 43 72 3 Price 4 Ingredients 5 Brand 28 38 44 18 46 43 29 35 48 37 38 40 27 32 46 5 a d 6 Store location 7 Packaging 8 Wid l d/ l 23 26 19 19 22 32 24 23 30 25 8 Widely used/popular 9 WOM from friends & relatives 10 Mass media advertising 9 3 6 12 9 10 6 1 4 10 2 6 14 1 6 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 81 of 136 11 In-store promotion 12 In-store ads & displays Phase III – U&A: Q16. Among all these statements how do you rank them? 2 2 1 2 1 1 5
  • 83. Brand Competitive Environment • Consumed Brands • Brand HealthBrand Health © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 82 of 136
  • 84. Summary of Brand Competitive Setting Category Competitive environment Key brand/ competitor Bottled water APU, Voyaj, Bon Aqua, Vitafit Mineral water Kuka, Janchivlan CSD Coca Cola /MCS RTD tea Nestea Goy tea Soft drink RTD tea Nestea, Goy tea Fruit juice Multi Vegetable juice Monfresh tomato Energy drink Redbull RTD coffee Nescafe Packed milk Shine milk /SOO JSC Dairy Packed milk Shine milk /SOO JSC Flavored milk Chudo chocolate Packed yogurt Jimstei yoghurt /SOO JSC More brands, with key brand © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 83 of 136 Packed tarag Tsutsgiitei tarag / SOO JSC More brands, without key brand Less brands, with key brand
  • 85. Summary of Manufacture/ Brand Image Manufacture/ brand Core industry Core value Consumer’s perception Weakness APU • Well known with good t ti i • Open for soft drink d d i • Less entry of soft d i k d d iAPU Vodka, beer reputation, progressive • High quality, good packaging • Rich ads and dairy production for APU drink and dairy market SOO JSC • Long history, • Falling behind the • Less ads SOO JSC Dairy g y, experienced dairy expert • Trustful, reliable g future market competition Monfresh • Specialist of juice • Looking for change • Taste is Monfresh Juice, milk • Good packaging • Value for money deteriorating • Only single product • Less ads Vitafit • Popular • Various products • Struggling for change and • Taste of juice is not goodVitafit CSD, milk, juice, water • Various products • Cheap of juice change and development, • Lack of planning & strategy good • Packaging is not good MSC • Good reputation • Young brand, © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 84 of 136 MSC CSD • Good packaging • Good ads progressive with good performance
  • 86. Glossary Aware All mentions of brand awareness (have ever heard of the brand but not familiar with it) Familiar Have ever heard of and familiar with the brand, but have not considered drinking its product Consider Familiar and have ever considered to drink but have not drunk it Ever drunk Have ever considered and also drunk the product but will not drink it anymore Have ever drunk and currently also drink the product but Currently drink Have ever drunk and currently also drink the product, but will open to drink other brand’s Loyalist Currently drinking the product and will drink it when next © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 85 of 136 Loyalist purchase
  • 87. Consumed Brand of Bottled Water APU most often consumed share is at the same league as Vovai and Brand used/consumed most often Total mentions APU most often consumed share is at the same league as Vovai and Bon Aqua, stronger among children and mature adults. Base: All respondents who drink bottled water in P3M U t d ti Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o. Base 799 70 208 304 139 78 % % % % % % Unprompted mentions APU Voyaj B A 64 56 50 27 23 23 63 53 36 31 21 14 53 57 50 24 22 26 68 56 57 26 22 25 71 55 48 31 24 22 63 58 44 32 18 31 Bon Aqua Vitafit Just 50 50 12 23 19 2 36 47 14 24 1 4 50 45 26 16 4 16 57 55 25 22 3 13 48 51 22 19 9 44 42 18 8 9- - Ochir-Erdene water 2 8 1 7 1 6 1 6 1 10 4 14 Other findings: F f d b d i h HHI f di hi h f d i k ‘B A ’ (28% © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 86 of 136 Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often consume? For most often consumed brand, consumers with HHI of medium to high more prefer to drink ‘Bon Aqua’ (28% vs. 19%) and those with HHI of medium to low more prefer to drink ‘Vovai’ water (29% vs. 18%).
  • 88. Consumed Brands of Mineral Water Kuka is the higher consumed brand followed by Janchivlan Mature Base: All respondents who drink mineral water in P3M Kuka is the higher consumed brand followed by Janchivlan. Mature adults prefer Janchivlan as the most often consumed brand. U t d ti Brand used/consumed most often Total mentions Unprompted mentions Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o. Base 366 15++ 65 144 86 56 % % % % % % 49 4227 25 47 5327 27 40 3520 22 48 3724 27 60 4735 27 48 5230 20Kuka Janchivlan 35 27 25 15 11 14 47 20 20 13 7 20 31 26 28 15 15 17 40 26 25 17 10 14 30 30 24 9 12 12 34 29 25 18 13 14 Hujirt Orgil Ar janchivlan 2514 5 13 2020 7 7 2817 9 17 2514 6 13 2412 3 13 2514 4 13 Other findings: F f d b d l f d i k K k (28% 22%) hil f l f d i k Ar janchivlan Orgil suvilal © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 87 of 136 For most often consumed brand, male more prefer to drink Kuka (28% vs. 22%) while female more prefer to drink Janchivlan (30% vs. 24%). Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often consume?
  • 89. Consumed Brands of CSD Coca Cola/MCS dominantly stands out among CSD brands Brand used/consumed most often Total mentions Base: All respondents who drink CSD in P3M Coca Cola/MCS dominantly stands out among CSD brands. U t d ti Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o. Base 686 65 202 272 106 41+ % % % % % % Unprompted mentions Coca Cola /MCS Cola 85 4619 62 85 4218 55 89 4919 64 86 4920 64 77 4115 56 71 3215 59 Sprite Selenge Terelj 39 21 7 6 29 20 8 9 44 16 7 2 42 19 7 4 33 35 8 14 24 27 5 12 Pepsi /GN beverages Miranda 7up 20 4 3 1 26 5 8 - 22 4 3 1 4 22 4 2 1 6 111 1 1 4 8 122 2 2- -- - - * * © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 88 of 136 7up 4 5 4 4 1 Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often consume?
  • 90. Brand Health for RTD Tea Nestea and Goy tea have similar strong brand healthy performance Base: All respondents (soft drink: n=544) Nestea and Goy tea have similar strong brand healthy performance compared with the other RTD tea brands. Note: proportion of aware any RTD tea brand is 99% Nestea Goy tea Aware Familiar 84 92 94 98 Familiar Consider Ever drunk Currently drink 38 68 77 80 84 43 79 89 91 94 Loyalist 38 43 Aware 41 53 Popsy tea Pokka tea Familiar Consider Ever drunk Currently drink 8 11 20 22 12 15 24 28 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 89 of 136 Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand? y Loyalist 4 6
  • 91. Consumed Brands of RTD Tea Nestea and Goy tea enjoy the top 2 brand presence among RTD tea Brand used/consumed most often Total mentions Base: All respondents who drink RTD tea in P3M Nestea and Goy tea enjoy the top 2 brand presence among RTD tea brands. Kids and mature adults prefer Goy tea the most. U t d ti Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o. Base 686 82 172 258 116 58 % % % % % % Unprompted mentions 7752 % % % % % % Nestea 855376407646 6840 5219 66 2 3 44 Goy tea Popsy tea 73 1 3 4380 1 6 5573 1 4 48 73 2 4 53 83 2 3 67 7 Pokka tea 21 54 1 3 2* - * - © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 90 of 136 Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often consume?
  • 92. Brand Health for Fruit Juice In UB fruit juice market is competitive with a lot of strong brandsIn UB, fruit juice market is competitive with a lot of strong brands sharing the market together. Base: All respondents (soft drink: n=544) Note: proportion of aware any fruit juice brand is 100% Aware Familiar 99 100 99 100 95 100 100 100 91 99 Multi/ Vitafit Jurjiin talst/ MCS Anar/ Vitafit Goy juice/ Vitafit Frutta/ APU Familiar Consider Ever drunk Currently drink 44 90 99 99 99 42 86 97 97 99 43 79 90 92 95 48 92 98 98 100 26 71 83 87 91 Aware 100 95 96 99 96 Loyalist 44 42 43 48 26 Aloe /Lotte Bio juice/ Vitafit Moya semiya Shar doctor Da Familiar Consider Ever drunk Currently drink 82 92 94 97 54 66 75 83 71 79 84 89 69 81 86 93 69 79 82 88 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 91 of 136 y Loyalist 47 21 35 36 33 Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
  • 93. Consumed Brands of Fruit Juice Multi is the top 1 popular brand among consumer’s purchased juice Brand used/consumed most often Total mentions Base: All respondents who drink fruit juice in P3M Multi is the top 1 popular brand among consumer s purchased juice brands. U t d ti Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o. Base 872 111 215 311 149 86 % % % % % % M lti/ Vit fit 6431 5929 6432 6432 6724 6434 Unprompted mentions Multi/ Vitafit Jurjiin talst/ MCS Anar/ Vitafit Goy juice/ Vitafit F tt / APU 64 61 33 7 9 39 17 31 59 57 45 4 9 39 16 29 64 63 25 11 7 39 20 32 64 62 32 9 8 41 15 32 67 62 38 4 14 36 20 24 64 56 34 5 8 36 16 34 Frutta/ APU Aloe /Lotte (imported) Bio juice/ Vitafit Moya semiya (imported) 27 14 14 6 4 17 3 3 34 15 16 9 5 21 3 2 27 13 14 5 2 14 2 3 26 14 13 7 4 19 2 4 23 14 16 3 6 15 5 3 28 16 13 3 6 17 3 2 Shar doctor/ Jivertiin orgil Zuulun// Vitafit Da/ Imported 13 13 10 3 1 3 24 10 10 4 2 4 8 18 8 4 1 2 11 14 12 3 2 3 15 9 9 3 1 3 16 12 10 3 2 Other findings: © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 92 of 136 g For most often consumed brand of Multi, the male (34% vs. 28%female), those living in Ger area (39% vs. 27% Apartment building district), with medium to high level HHI (38% vs. 21% medium to high HHI) consumed more. Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often consume?
  • 94. Consumed Brands of Vegetable Juice Monfresh tomato enjoys the highest brand presence among Brand used/consumed most often Total mentions Base: All respondents who drink vegetable juice in P3M Monfresh tomato enjoys the highest brand presence among vegetable juice brand consumption which across different ages. U t d ti Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o. Base 355 48+ 64 119 80 44+ % % % % % % Unprompted mentions Monfresh tomato Vitafit 66 5031 44 60 5033 50 61 4733 48 73 5129 45 64 5031 39 68 5230 36 Moya semiya Fontana tomato 12 7 26 4 8 10 25 2 9 3 20 3 13 8 22 4 11 5 33 5 14 9 36 7 Delmonte Tomato 63 82 2 53 53 147- Other findings: M f h f d b d l (48% 41% f l ) li i G (49% 41% © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 93 of 136 Monfresh tomato as most often consumed brand, male (48% vs. 41% female), living Ger area (49% vs. 41% Apartment building district), HHI of medium to low (51% vs. 37% HHI of medium to high) prefer more. Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often consume?
  • 95. Brand Health for Energy Drink Energy drink market in UB is not very strong and around one thirdEnergy drink market in UB is not very strong and around one third consumers not aware any key brands. Comparatively speaking Red bull is the most competitive brand. Base: All respondents (soft drink: n=544) Note: proportion of aware any energy drink brand is 77% Genghis khaan Monster Red bull Aware Familiar 37 59 22 42 44 64 Familiar Consider Ever drunk Currently drink 10 22 25 31 37 4 7 8 17 22 17 31 32 38 44 Loyalist 10 4 17 Golden falcon Sex drive Burn Aware 57 41 38 Familiar Consider Ever drunk Currently drink 17 19 28 34 7 8 15 21 5 6 14 19 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 94 of 136 y Loyalist 7 3 2 Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
  • 96. Consumed Brands of Energy Drink Redbull share is skewed towards teens and young adults while Brand used/consumed most often Total mentions Base: All respondents who drink energy drink in P3M Redbull share is skewed towards teens and young adults while Bacchus is favored by kids and mature adults. U t d ti Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o. Base 306 13++ 80 127 53 33+ % % % % % % Unprompted mentions Redbull Bacchus Genghis khaan 53 30 9 20 25 45 38 46 8 38 23 49 25 10 14 21 44 65 26 11 21 20 54 51 28 8 28 28 43 30 55 6 18 45 21 -g Golden falcon Monster S d i 3 7 15 6 4 9 23 23 15 15 1 9 15 3 8 13 2 5 8 7 2 5 6 4 30 11 13 3 9 18 6 6 12 - - Sex drive Burn 3 5 6 4 8 1 8 3 4 2 6 7 4 6 2 11 2 3 3 6 3- Other findings: M l lik R db ll h f l ( 1% 39%) hil f l f d i k B h (33% © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 95 of 136 Male like consume Redbull more than female (51% vs. 39%) while female more prefer to drink Bacchus (33% vs. 18%). Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often consume?
  • 97. Brand Health for RTD Coffee RTD coffee market is also not very strong with 23% consumers notRTD coffee market is also not very strong with 23% consumers not aware any key brands. Here Nescafe is the most competitive RTD coffee brand and enjoys around one fifth loyalists. Base: All respondents (soft drink: n=544) Note: proportion of aware any RTD coffee brand is 77% Pokka coffee Maxim T.O.P Mr. Brown Aware Familiar 22 51 21 40 26 49 Familiar Consider Ever drunk Currently drink 5 10 11 18 22 4 8 11 15 21 6 12 14 20 26 Loyalist 5 Let’s be Nescafe Aware 4 6 40 70 Familiar Consider Ever drunk Currently drink 10 12 18 23 34 39 45 51 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 96 of 136 y Loyalist 5 19 Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
  • 98. Consumed Brands of RTD Coffee Nescafe enjoys a leading position among RTD coffee brands Brand used/consumed most often Total mentions Base: All respondents who drink RTD coffee in P3M Nescafe enjoys a leading position among RTD coffee brands. U t d ti Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o. Base 216 6++ 58 86 48+ 18++ % % % % % % Unprompted mentions Nescafe Pokka coffee 58 2013 52 67 1717 67 47 2921 47 64 1713 55 67 156 56 39 1711 39 Mr.Brown Maxim TOP 12 1914 9 1717 - 12 149 10 9 2016 6 10 2719 8 22 1711 22 Let's be 82 - 73 81 104 6 Other findings: F l lik d i k N f h l ( 4% 49%) © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 97 of 136 Female more like drink Nescafe than male (54% vs. 49%). Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often consume?
  • 99. Brand Health for Packed Milk Packed milk enjoys a mature market with a lot of strong brands ShinePacked milk enjoys a mature market with a lot of strong brands. Shine milk from SOO JSC is the strongest brand which enjoy around half loyalists. Base: All respondents (dairy: n=556) Note: proportion of aware any packed milk brand is 100% Ugluu milk /Vitafit Pure milk /APU Pure milk /Monfresh Oelun ekh /Monfresh Aware Familiar 92 99 91 97 88 97 91 99 Familiar Consider Ever drunk Currently drink 33 76 81 85 92 30 76 83 85 91 19 63 76 79 88 20 64 77 81 91 91 Avarga chanar /SOO JSC Shine milk /SOO JSC Biye bodooroi /Monfresh Poldeni /Аrta Aware Loyalist 33 30 19 20 98 95 53 53 61 68 76Familiar Consider Ever drunk Currently drink 84 90 92 95 53 62 70 81 23 32 37 42 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 98 of 136 17 53Currently drink Loyalist 49 84 18 53 2 23 Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
  • 100. Consumed Brands of Packed Milk Among packed milk brands Shine milk/SOO JSC gain the highest Brand used/consumed most often Total mentions Base: All respondents who drink packed milk in P3M Among packed milk brands Shine milk/SOO JSC gain the highest preference. Pure milk from APU stands the third position. U t d ti Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o. Base 814 101 197 294 145 77 % % % % % % Unprompted mentions Shine milk /SOO JSC Ugluu milk/ Vitafit Pure milk /APU 62 44 3618 19 40 74 31 3114 12 47 56 49 3416 20 38 57 46 3719 23 38 68 39 3919 14 46 68 47 3521 22 36 Oelun ekh/ Monfresh Biye bodooroi/ Monfresh Pure milk /Monfresh 5 14 19 13 5 6 11 18 15 19 5 4 7 13 18 13 4 9 12 22 13 5 6 14 16 10 6 6 22 18 123 3 3 Pure milk /Monfresh Avarga chanar /SOOJSC 5 13 13 4 11 14 19 3 7 11 13 5 11 134 2 17 103 6 21 123 10 Other findings: © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 99 of 136 Female more prefer Shine milk/ SOO than male (44% vs. 35%) as most often consumed packed milk brand. Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often consume?
  • 101. Brand Health for Flavored Milk However for flavored milk market it is weaker than packed milkHowever for flavored milk market, it is weaker than packed milk market with few not strong brands. Base: All respondents (dairy: n=556) Note: proportion of aware any flavored milk brand is 48% Alpro soya Kirkland vanilla Chudo Aware Familiar 13 27 12 26 27 44 Familiar Consider Ever drunk Currently drink 2 5 6 8 13 1 3 5 7 12 8 15 17 22 27 Loyalist Silk Choco Soyfresh Aware 2 1 8 27 31 Familiar Consider Ever drunk Currently drink 4 7 10 14 5 8 12 15 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 100 of 136 y Loyalist 1 3 Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
  • 102. Consumed Brands of Flavored Milk Chudo chocolate enjoys the highest preference among all flavored Brand used/consumed most often Total mentions Base: All respondents who drink flavored milk in P3M Chudo chocolate enjoys the highest preference among all flavored milk brands. Silk Choco performs well among consumers aged 20-29 and 40-45 years old. U t d ti Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o. Base 228 39 79 64 31 15 % % % % % % 4336 3631 5142 4133 3932 3333 Unprompted mentions Chudo chocolate Silk Choco Soyfresh Kirkland vanilla C l i ilk (SOO JSC) 43 23 11 1211 8 18 36 36 15 8 88 8 10 31 51 19 11 109 6 15 42 41 31 16 1313 13 25 33 39 19 3 1919 3 13 32 33 33 7 20 7 27 33 Calcium milk (SOO JSC) Alpro soya flavor Gum calcium milk (Mongolia) BioMax (Imported) 4 6 7 10 9 9 6 5 5 18 10 5 10 18 5 5 8 4 9 10 9 4 6 6 3 3 5 11 3 3 3 6 6 19 63 19 3 3 7 7 7 13 13 7 7 7 Other findings: F t ft d b d f fl d ilk li i i G f Ch d h l t (45% BioMax (Imported) Agusha (Imported) Seoul milk (imported) 1 33 1 1010 4 11 3 22 77 - - - - - © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 101 of 136 For most often consumed brand of flavored milk, consumers living in Ger area more prefer Chudo chocolate (45% vs. 31%) than those living in apartment building district Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often consume?
  • 103. Brand Health for Packed Yogurt For packed yogurt Jimstei yoghurt from SOO JSC enjoys healthy Base: All respondents (dairy: n=556) For packed yogurt, Jimstei yoghurt from SOO JSC enjoys healthy brand performance. Almost all consumers aware it and more than half are loyalists. Note: proportion of aware any packed yogurt brand is 100% Aware Familiar 93 99 69 79 78 88 Jimstei yoghurt (SOO JSC) Jimstei yoghurt (Saalichin) Chudo yogurt Familiar Consider Ever drunk Currently drink 54 83 87 88 93 23 54 59 62 69 28 59 66 71 78 Loyalist Fruttis Slivochny yoghurt Aware 54 23 28 81 74 Familiar Consider Ever drunk Currently drink 49 56 62 68 45 50 55 63 © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 102 of 136 y Loyalist 18 17 Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand?
  • 104. Consumed Brands of Packed Yogurt Fruit milk yogurt from SOO JSC dominantly wins the most favorite Brand used/consumed most often Total mentions Base: All respondents who drink packed yogurt in P3M Fruit milk, yogurt from SOO JSC dominantly wins the most favorite brand among packed yogurt brands. U t d ti Total 5-12y.o. 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o. Base 781 103 203 278 126 71 % % % % % % Unprompted mentions Jimstei yoghurt /SOO JSC Bio yogurt 76 3318 62 81 3013 62 73 3317 61 74 2916 62 78 4024 65 79 4120 59 Chudo yogurt Jimstei yoghurt (Saalichin) 11 146 4 18 219 5 12 115 4 8 147 4 7 132 2 15 134 4 Fruttis 104 93 115 103 102 144 Other findings: Female more prefer Fruit milk, yogurt/ SOO JSC male (65% vs. 57%) as most often consumed packed yogurt © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 103 of 136 brand. Phase II: Incidence check - P6/Q6. Which brand(s) have you consumed in the past three months? P7/Q7. Which brand did you most often consume?
  • 105. Brand Health for Packed Tarag For packed tarag Tsutsgiitei tarag from SOO JSC performs healthy Base: All respondents (soft drink: n=544) For packed tarag, Tsutsgiitei tarag from SOO JSC performs healthy, followed by Shine tarag. 98 99 Tsutsgiitei tarag (SOO JSC) Shine tarag (SOO JSC) Aware Familiar 91 97 68 92 96 97 98Familiar Consider Ever drunk Currently drink 49 82 87 89 91 85 68 72 Elgen tarag (Saalichin brand) Bio tarag (Monsuu LLC) Loyalist Aware 49 46 52 60 67 36 40 48 56Familiar Consider Ever drunk Currently drink © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 104 of 136 189 Phase III: U&A: Q11. Which of the following statements best describes your familiarity with each of the product brand? y Loyalist
  • 106. Image of APU APU is famous for vodka and beer Though it has not yet established a Perception / association - Market leader of vodka APU is famous for vodka and beer. Though it has not yet established a strong image at dairy and beverages, consumers are open for this direction. - Market leader of vodka - Also strong at beer - With good reputation - Popular, well known - Product quality is good - Experienced - With lots of advertising - Good packaging Personification Core values of APU Strong - Male aged 30-40 years old - Strong character - Aggressive - Smart Active Well known Successful Progressive - Active - Authoritative - Discipline - With vision - Busy social life © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 105 of 136 - Mysterious - Difficult to be pleased Phase I - Qualitative (FGD)
  • 107. Image of SOO JSC SOO JSC is perceived as a specialist of dairy products Perception / association - Experienced SOO JSC is perceived as a specialist of dairy products - Experienced - Long history - Big / resourceful - Reliable - Comprehensive range of dairy products G d li- Good quality - Lack of advertising Personification Core values of SOO JSC Experienced - Woman aged 50 years old - Caring - Gentle - Kind hearted Trustful Reliable Specialized at dairy H it l k- Stable - Honest - Calm - Trustful However it lacks a “progressive” image which is perceived as “falling behind” the future market titi © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 106 of 136 competition Phase I - Qualitative (FGD)
  • 108. Image of Monfresh Monfresh is perceived as a leader of juice and is progressively Perception / association Juice specialist Monfresh is perceived as a leader of juice and is progressively looking for development - Juice specialist - Taste is usually good but is “deteriorating’ recently - Lack of advertising support - Packaged milk is good – nice packaging, reasonable price Core values of Monfresh SpecializedPersonification Popular Look for change - Different images: 1. Woman aged around 40 ears old 2. Young person - Calm - Simple - Active - Look for new things - Passive - Ordinary - Boring - With distant g - Out going - Positive - Optimistic - Freestyle © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 107 of 136 Phase I - Qualitative (FGD)
  • 109. Image of Vitafit Vitafit is perceived as a company struggling for change and Perception / association - First manufacturer of CSD Vitafit is perceived as a company struggling for change and development - First manufacturer of CSD - Also produces wide range of products such as milk, juice, water - Popular - Taste of juice not good enough, though price is cheapj g g , g p p - Packaging not good enough Personification Core values of Vitafit Active - Male aged 25 years old - Active - Try new things - Temperamental But lack of planning and strategy - Flirtatious © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 108 of 136 Phase I - Qualitative (FGD)
  • 110. Image of MSC MSC (Coca Cola) is perceived as young and energetic Perception / association - Famous at CSD MSC (Coca Cola) is perceived as young and energetic - Famous at CSD - Many packaging - Good reputation - Good taste - Good advertisingGood advertising Personification Core values of MSC Young - Young man aged 20-25 years old - Fun - Full of energy - Smart Active Energetic Approachable P i- Active - Approachable Progressive © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 109 of 136 Phase I - Qualitative (FGD)
  • 111. Opportunity for APU © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 110 of 136
  • 112. Summary How is the market potential for APU? • APU enjoys big potential in non-alcoholic drink market. • Around ¼ most potential market is skewed more to 40-45 year old ages. Which categories can drive more interest/ preference? • Consumer’s interest towards soft drink is stronger than dairy. • Among soft drink, fruit juice ranks first position (60%). The other potential categories are tea (12%), CSD (8%) and energy drink (7%). • Among dairy, milk is the most potential dairy with higher preference from older ages. Younger ages tend to show higher preference to yogurt/tarag. © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 111 of 136
  • 113. Overall Interest if APU Produce New Products Overall speaking consumers are interested in the matter of APU Total 13-19 y.o. 20-29 y.o. 30-39 y.o. 40-45 y.o. Base: All respondents Overall speaking consumers are interested in the matter of APU producing new products. Among all consumers 25% show higher interest which is skewed towards 40-45 y.o. ages. y y y y Base 1100 226 406 309 159 T3B (with Interest) 85 86 81 85 94 T2B (extremely or very interest) 25 24 26 20 31 Base: All respondents (soft drink + dairy=1100) 2516 17 1718 7 5 9 87 6264 556160 Extremely interest (5) Very interest (4) Somewhat interest (3) Somewhat not interest (2) 3353 4 1212 55 3 Somewhat not interest (2) Not very interest (1) © Synovate.2011J:RSH-SHEric Team2010 projects10-2161-SHA1-RSH-00 Dairy U&A out MongoliaReport Page 112 of 136 12151012 Mean 3.1 3.1 3.1 3.1 3.3 Phase III: U&A: Q19. Maybe you have known APU produce many different drinks, if APU will launch new non-alcoholic products, how likely would you purchase the new non-alcoholic products?