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Bottled green tea usage in Vietnam
An online survey was conducted in Vietnam to study consumption of bottled green tea. The key findings were: - Tra Xanh 0 Do, C2 and O Long Tea Plus were the most recognized brands. - Television commercials and point-of-sale displays were effective for building brand awareness. - Tra Xanh 0 Do and C2 dominated the bottled green tea market with the highest market shares. - Most Vietnamese chose bottled green tea brands based primarily on flavor.
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Bottled green tea usage in Vietnam
- 1. STUDY ABOUT BOTTLEDGREEN TEA USAGE OF VIETNAMESE BY DI-MARKETING (www.di-onlinesurvey.com) Oct, 2015
- 2. 1 SCOPE OF WORK This survey was conducted to study about the usage and attitude of Vietnamese toward bottled green tea Methodology: Online survey Fieldwork time: 3 days (10/09/2015 to 12/09/2015) Sample size: N = 800 Geography: 5 key cities • Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho
- 3. 2 KEY FINDINGS • TraXanh 0 Do, C2 and O long Tea Plus are the most well-known brands • TVC and point of sale are effective marketing channels to leverage brand awareness • Tra Xanh 0 Do and C2 are dominating the bottled green tea market • Majority Vietnamese choose an bottled green tea brand because it flavor • 76% feel satisfied with their current brand, while Tra Xanh 100 has the highest satisfaction level with 36% • Overall, 8% consumers are loyal with their brands, Tra Xanh 100 owns the highest loyal consumers level with 36% • 58% drink bottled green tea 1-3 times/week and a half spend from $0.5 - $0.99 each time buying
- 4. 3 N=800 DEMOGRAPHIC INFORMATION 5% 45% 25% 26% Under 18 18-25 26-30 Over30 50% 50% Male Female 27% 3% 5% 1% 21% 43% Others Can Tho Da Nang Hai Phong Hanoi Ho Chi Minh 3% 3% 5% 5% 11% 12% 29% 32% Job seeker/retired Housewife Others Worker Self-employed Engineer/teacher/doctor Student Office worker
- 5. 4 2% 4% 5% 9% 11% 15% 36% 41% 33% 50% 71% 82% 81% Ho Chi Minh TRAXANH O DO, C2 AND O LONG TEA PLUS ARE THE MOST WELL-KNOWN BOTTLED GREEN TEA BRANDS IN VIETNAM Which bottled green tea brands below are you aware of? N=800 3% 6% 7% 10% 11% 17% 39% 41% 44% 51% 67% 80% 83% Others Jcha Pokka Ikul Real leaf Thiên Trà Wonderfarm V-fresh Trà xanh 100 Liptop Ô Long Tea Plus C2 Trà Xanh 0 độ Total 4% 11% 9% 14% 15% 20% 44% 34% 52% 45% 56% 72% 75% Hanoi 5% 6% 8% 9% 8% 18% 40% 45% 52% 54% 68% 83% 89% Others Lipton
- 6. 5 4% 5% 5% 10% 12% 13% 41% 48% 42% 53% 69% 83% 84% 18-25 2% 7% 8% 12% 9% 23% 39% 31% 44% 44% 63% 71% 82% Over 30 5% 3% 5% 11% 5% 11% 30% 32% 49% 54% 62% 89% 81% Under 18 4% 8% 9% 9% 12% 19% 37% 41% 46% 52% 68% 83% 81% 26-30 3% 6% 7% 10% 11% 17% 39% 41% 44% 51% 67% 80% 83% Others Jcha Pokka Ikul Realleaf Thiên Trà Wonderfarm V-fresh Trà xanh 100 Liptop Ô Long Tea Plus C2 Trà Xanh 0 độ Total AGAIN, TRA XANH 0 DO, C2 AND O LONG TEA PLUS ARE THE MOST RECOGNIZED BRANDS ACROSS ALL AGE GROUPS Which bottled green tea brands below are you aware of? N=800 Lipton
- 7. 6 2% 20% 26% 27% 31% 32% 36% 41% 45% 53% 60% 73% Others Sale person introductto me Facebook ads Received at trial sample Online ads excluding facebook Out door ads Friends/relatives introduce Newspaper/managize ads See at beverage distrubition agency See at grocery store/selling places See at super market/convenient store TV commercials Total TV COMMERCIALS AND POINT OF SALES ARE MAIN SOURCES OF BRAND AWARENESS How do you know these brands? N=800 2% 18% 23% 28% 29% 36% 32% 37% 41% 51% 60% 75% Ho Chi Minh 2% 21% 31% 33% 34% 35% 44% 46% 45% 45% 58% 65% Hanoi 2% 22% 27% 21% 31% 25% 36% 44% 49% 59% 62% 76% Others TVC is less effective in Hanoi in comparing with other places
- 8. 7 3% 16% 22% 16% 19% 24% 30% 46% 41% 51% 49% 65% Under 18 2% 20% 26% 27% 31% 32% 36% 41% 45% 53% 60% 73% Others Sale personintroduct to me Facebook ads Received at trial sample Online ads excluding facebook Out door ads Friends/relatives introduce Newspaper/managize ads See at beverage distrubition agency See at grocery store/selling places See at super market/convenient store TV commercials Total TV COMMERCIALS AND POINT OF SALES ARE MAIN SOURCES OF BRAND AWARENESS How do you know these brands? N=800 3% 17% 24% 27% 33% 29% 36% 38% 41% 50% 58% 74% 18-25 2% 22% 25% 22% 29% 34% 33% 43% 53% 55% 63% 75% 26-30 1% 24% 32% 32% 31% 36% 39% 44% 45% 56% 64% 72% Over 30 TVC is less effective to under 18 group in comparing with other age groups
- 9. 8 1% 0% 0% 1% 1% 1% 2% 3% 3% 4% 17% 33% 34% Others Pokka Jcha Ikul Real leaf Thiên Trà Wonderfarm V-fresh Liptop Tràxanh 100 Ô Long Tea Plus C2 Trà Xanh 0 độ Total 1% 0% 1% 1% 0% 1% 2% 3% 3% 2% 25% 31% 30% Ho Chi Minh 1% 1% 0% 1% 1% 1% 4% 2% 4% 7% 10% 36% 31% Hanoi 1% 0% 0% 0% 0% 1% 1% 4% 3% 4% 10% 35% 42% Others TRA XANH 0 DO AND C2 ARE MARKET LEADERS OF BOTTLED GREEN TEA INDUSTRY IN VIETNAM Which bottled green tea brand do you drink the most ? N=800 O Long is quite strong in Ho Chi Minh while Tra Xanh 0 Do is preferred in other provinces Lipton
- 10. 9 1% 0% 0% 1% 1% 1% 2% 3% 3% 4% 17% 33% 34% Others Pokka Jcha Ikul Real leaf Thiên Trà Wonderfarm V-fresh Liptop Tràxanh 100 Ô Long Tea Plus C2 Trà Xanh 0 độ Total UNDER 18 GROUP PREFERRED C2 THE MOST WHILE TRA XANH 0 DO IS DRINKED THE MOST BY OVER 30 GROUP Which bottled green tea brand do you drink the most ? N=800 0% 0% 0% 0% 3% 0% 0% 0% 6% 0% 9% 58% 24% Under 18 1% 0% 1% 0% 0% 1% 2% 3% 3% 3% 16% 38% 30% 18-25 0% 0% 0% 0% 0% 1% 3% 4% 4% 2% 22% 30% 35% 26-30 1% 1% 1% 2% 1% 1% 2% 2% 3% 6% 14% 24% 43% Over 30 Lipton
- 11. 10 83% 80% 67% 51% 44% 41% 39% 17% 11% 10% 7% 6% 3% 34%33% 17% 3% 4% 3% 2% 1% 1% 1% 0% 0% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Awareness Usage TRA XANH 0 DO AND C2 ARE PENETRATING BOTTLED GREEN TEA MARKET WITH HIGHEST MARKET SHARE AND BRAND AWARENESS Which brands do you know? Which brands do you use the most ? N=800
- 12. 11 Trà Xanh 0độ C2 Ô Long Tea Plus Lipton Trà xanh 100 V-fresh Wonderfarm TRA XANH 0 DO AND C2 CREATE A BIG GAP WITH OTHER PLAYERS IN TERM OF BRAND AWARENESS AND USAGE Low Low High High Which brands do you know? Which brands do you use the most ? Usage Awareness N=800
- 13. 12 1% 13% 15% 19% 20% 21% 21% 26% 28% 32% 32% 41% 41% 46% 52% 56% Others Usually have discount/promotion Helpmy skin more beautiful (Ex: add collagen) Reduce fat absorb Anti-aging Attactive packaging Friend/relative recommend to me Made from 100% pure green tea Reduce stress/tired Help refresh See many people drink that brand Trusted brand Reduce heat/cooling Easy to buy Good price Good flavor Total FLAVOR, PRICE AND AVAILABILITY ARE THE MAIN REASONS FOR CHOOSING THE BRAND Why do you choose that brand? (brand drink the most) N=800
- 14. 13 2% 11% 9% 11% 13% 18% 18% 19% 22% 26% 33% 41% 39% 50% 62% 61% Others Usually have discount/promotion Helpmy skin more beautiful (Ex: add… Reduce fat absorb Anti-aging Attactive packaging Friend/relative recommend to me Made from 100% pure green tea Reduce stress/tired Help refresh See many people drink that brand Trusted brand Reduce heat/cooling Easy to buy Good price Good flavor N=254 2% 16% 16% 20% 21% 23% 23% 30% 30% 34% 42% 37% 45% 54% 55% 56% Others Usually have discount/promotion Help my skin more beautiful (Ex: add… Reduce fat absorb Anti-aging Attactive packaging Friend/relative recommend to me Made from 100% pure green tea Reduce stress/tired Help refresh See many people drink that brand Trusted brand Reduce heat/cooling Easy to buy Good price Good flavor N=262 BOTH TRA XANH 0 DO AND C2 ARE CHOSEN FOR ITS FLAVOR, PRICE AND AVAILABILITY Why do you choose this brand ? Tra Xanh 0 Do C2
- 15. 14 0% 46% 36% 43% 57% 46% 46% 57% 64% 57% 43% 57% 50% 54% 50% 57% Others Usually have discount/promotion Helpmy skin more beautiful (Ex: add… Reduce fat absorb Anti-aging Attactive packaging Friend/relative recommend to me Made from 100% pure green tea Reduce stress/tired Help refresh See many people drink that brand Trusted brand Reduce heat/cooling Easy to buy Good price Good flavor N=30 0% 8% 15% 28% 25% 15% 21% 32% 31% 36% 21% 44% 45% 40% 41% 58% Others Usually have discount/promotion Help my skin more beautiful (Ex: add… Reduce fat absorb Anti-aging Attactive packaging Friend/relative recommend to me Made from 100% pure green tea Reduce stress/tired Help refresh See many people drink that brand Trusted brand Reduce heat/cooling Easy to buy Good price Good flavor N=126 O LONG TEA PLUS = GOOD FLAVOR + COOLING + TRUSTED TRA XANH 100 = REDUCE STRESS + 100% PURE GREEN TEA + FLAVOR Why do you choose this brand ? O Long Tea Plus Tra Xanh 100
- 16. 15 0% 9% 39% 13% 22% 22% 17% 17% 22% 48% 22% 57% 35% 22% 30% 39% Others Usually have discount/promotion Helpmy skin more beautiful (Ex: add… Reduce fat absorb Anti-aging Attactive packaging Friend/relative recommend to me Made from 100% pure green tea Reduce stress/tired Help refresh See many people drink that brand Trusted brand Reduce heat/cooling Easy to buy Good price Good flavor N=23* 0% 8% 12% 20% 40% 36% 16% 28% 44% 40% 20% 52% 40% 28% 48% 44% Others Usually have discount/promotion Help my skin more beautiful (Ex: add… Reduce fat absorb Anti-aging Attactive packaging Friend/relative recommend to me Made from 100% pure green tea Reduce stress/tired Help refresh See many people drink that brand Trusted brand Reduce heat/cooling Easy to buy Good price Good flavor N=25* LIPTON = TRUSTED BRAND + GOOD PRICE + FLAVOR V-FRESH = TRUSTED BRAND + REFRESH Why do you choose this brand ? Lipton V-Fresh *: Small sample size
- 17. 16 35% good quality 16%Good flavor/tasty 14% Good price 5% Normal 6% Too sweet 5% Quality decreasing 3% Expensive 43% Good price 39% Good quality 18% Good flavor/Tasty 5% Expensive 2% Normal 29% Good flavor/Tasty 25% Good price 25% Good quality 2% Normal What do you think about your most used brand? (spontaneously) N= 800 GOOD PRICE AND FLAVOR ARE MOST FACTORS TO WIN THE MARKET 46% Good quality 18% Good price 7% Quality is decreasing 4% Tasty/Good flavor
- 18. 17 1% 0% 0%0% 0% 2% 1% 26% 25% 16% 9% 30% 24% 25% 55% 39% 56% 65% 50% 57% 60% 18% 36% 28% 26% 20% 16% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Trà xanh 100 Liptop V-fresh Trà Xanh 0 độ O Loong tea plus C2 Very satisfied Satisfied Neutural Dissatisfied Very dissatisfied OVERALL, 73% ARE SATISFIED WITH THEIR CURRENT BRAND How do you feel about your current bottled green tea brand ? Tra Xanh 100 has highest Top Box consumers’ satisfaction level with 36% N= 800 Lipton
- 19. 18 17% 14% 16% 21% 4% 13% 19% 42% 29% 48% 38% 40% 30% 40% 32% 21% 24%31% 48% 48% 36% 8% 36% 10% 9% 8% 4% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Trà xanh 100 Trà Xanh 0 độ O Loong tea plus Liptop V-fresh C2 I will buy at this brand only I will prioritize to buy at this brand I will continue buy at this brand , but I will buy at other in future I will buy at this website parallel with other brand I will switch to other brand 8% ARE LOYAL WITH THEIR CURRENT BRAND What is your intention of using this brands? Tra Xanh 100 owns highest ratio of loyal consumer with 36% comparing with other players While Liptop and V-fesh have highest prioritized ratio with 48% N= 800 Lipton
- 20. 19 2% 2% 3% 5% 7% 12% 14% 16% 17% 18% 20% 26% Others Not trustworthy brand Notgood flavor Not easy to buy Not attactive packaging High price Not made from 100% pure green tea Over advertising Don't have various flavours Have chemical ingredient Product quality is decreasing Don't have promotion N=800 2% 2% 2% 4% 6% 13% 14% 18% 14% 17% 23% 25% N=262 2% 3% 2% 3% 9% 9% 19% 20% 20% 23% 24% 26% N=254 0% 2% 4% 6% 6% 14% 12% 13% 18% 17% 15% 33% N=126 0% 11% 4% 7% 11% 18% 11% 7% 4% 21% 7% 7% N=30 BY OFFERING MORE PROMOTION AND ASSURE PRODUCT QUALITY THE PRODUCER CAN MAKE THEIR CUSTOMERS MORE SATISFIED Are there anything make you feel unhappy with your current brand ? TOTAL C2Tra Xanh 0 Do O Long Tea Plus Tra Xanh 100
- 21. 20 5% 7% 4% 3% 0% 3% 7% 29% 25% 26% 32% 16% 30% 26% 46% 18% 39% 42% 64% 50%51% 20% 46% 30% 23% 20% 17% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Trà xanh 100 V-fresh Trà Xanh 0 độ Liptop O Loong tea plus C2 Will recommend definitely Will recommend Either recommend or not Will not recommend Will not recommend definitely What’s your ability of introducing your current brand to others? 76% WILL INTRODUCE THEIR CURRENT BRAND TO OTHERS Tra Xanh 100 owns highest top box recommendation level with 46% N= 800 Lipton
- 22. 21 5% 4% 9% 2% 11% 0% 0% 24% 18% 33% 14% 18% 32% 17% 54% 56% 54% 58%32% 44% 61% 17% 21% 4% 24% 36% 24% 22% 1% 1% 0% 2% 4% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Trà Xanh 0 độ C2 O Loong tea plus Trà xanh 100 Liptop V-fresh More expensive than other brands 15%-20% More expensive than other brands 5%-15% The same price with other brands Cheaper than other brands 5%-15% Cheaper than other brands 15%-20% How do you evaluate about the price of your current brand in comparison with other brands? SURPRISINGLY, AROUND 30% EVALUATE THAT THEIR CURRENT BRAND IS CHEAPER THAN OTHERS N= 800 Lipton
- 23. 22 6% 10% 5% 3% 7% 13% 10% 17% 9% 9% 20%19% 19% 23% 18% 38% 29% 36% 41% 38% 14% 29% 15% 14% 8% 10% 3% 7% 9% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Everyday 4-6 times/ week 2-3 times/ week Once/ week 2-3 times/month Once/month How often do you use bottled green tea ? 58% DRINK BOTTLED GREEN TEA 1-3 TIMES PER WEEK Over 30 group drink bottled green tea the most heavy since 1/5 drink it everyday N= 800
- 24. 23 5% 3% 3%2% 12%4% 2% 4% 9% 5% 3% 10% 7% 8% 7% 9% 12% 6% 6% 6% 9% 4% 9% 15% 7% 11% 9% 17% 12% 17% 20% 14% 31% 36% 37% 26% 22% 14% 27% 18% 10% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 $0.49 $0.5 - $0.74 $0.75 - $0.99 $1 - $1.24 $1.25 - $1.49 $1.5 - $2.49 $2.5 - $3.49 $3.5 - $5 Over $5 48% SPEND FROM $0.5 - $ 0.99 EACH TIME FOR BUYING BOTTLED GREEN TEA How much do you spend each time buying bottled green tea ? N= 800
- 25. 24 Where do youoften buy bottled green tea? SUPERMARKET AND GROCERY STORE ARE CHANNELS PEOPLE BUY BOTTLED GREEN TEA THE MOST 33% 49% 35% 36% 24% 33% 16% 31% 33% 38% 17% 19% 18% 14% 17% 9% 5% 9% 9% 11% 2% 3% 1% 2% 2% 2% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Total Under 18 18-25 26-30 Over 30 Grocery stores/selling places Super market Convenient stores Beverage distributor Wet market Others N= 800
- 26. 25 CONTACT US • Japan& Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 • Thailand: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing) o Email: woon.k@di-mktg.com o Contact number: +66 092-282 7992
- 27. 26 CONTACT US • Singapore,Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: pratama.hendry@dreamincubator.com.sg o Contact number: +65 6671 9290 | +65 8518 3870 • India: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
- 28.