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Coffee Chain In Vietnam

The document summarizes the results of an online survey about coffee chains in Vietnam. The key findings are: 1) Trung Nguyên Coffee, Highland Coffee and Phúc Long are the top well-known coffee chains, with Highland Coffee having the largest market share of 25%. 2) Point of sales and word-of-mouth are the main sources of brand awareness for coffee chains. 3) Taste of beverage is the top reason for choosing a particular coffee chain.

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STUDY ABOUT COFFEE CHAIN IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com) August, 2016
1 SCOPE OF WORK  This survey was conducted to study about coffee chain in Vietnam  Methodology: Online survey  Fieldwork time: 3 days (06/08/2016 to 08/08/2016)  Sample size: N = 900  Geography: Ho Chi Minh, Ha Noi
2 KEY FINDINGS • Trung Nguyên Coffee, Highland Coffee and Phúc Long are top well-known coffee chains • Highland Coffee is the leader with 25% share, following by Trung Nguyên Coffee 20% • Point of sales and word-of-mouth are main sources of brand awareness • Taste of beverage is the top reason of choosing coffee chain • 81% feel satisfied with the coffee chain they often go to • Trung Nguyên Coffee owns the highest consumer’s loyalty level (11%) while Urban Station has the highest switching rate (9%) • Offer more promotions is the way that brand can make customers feel happier • 44% go to coffee chain 1 – 3 times / week • 36% go to café from 6pm to 8pm and 39% spend $2.51 - $5 each time • Book café is the type of special café preferred the most
3 N = 900 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 5% 2% 2% 4% 8% 9% 26% 44% Others Factory Worker Job seeker/Retired Housewife Engineer/Doctor/Teacher Self-employed Student Office worker 12% 15% 26% 45% 3% Over 35 30-35 26-30 18-25 Under 18 45% 55% Male Female 30% 70% Hà Nội Hồ Chí Minh
4 4% 16% 17% 18% 22% 29% 29% 29% 32% 38% 48% 51% 54% 57% 63% 70% 79% 80% Others The coffee factory The Kafe Café Cộng Mccafé Caffe Bene Thức coffee Gloria Jean's Coffees MOF Effoc Urban Station The Coffee Bean & Tea Leaf Passio The Coffee House Starbucks Phúc Long Highland Coffee Trung Nguyên Coffee Total 3% 18% 16% 11% 25% 32% 35% 36% 40% 47% 52% 58% 63% 65% 67% 80% 81% 82% Hồ Chí Minh 5% 11% 19% 39% 14% 19% 11% 8% 6% 7% 35% 28% 26% 32% 50% 36% 71% 74% Hà Nội TRUNG NGUYÊN COFFEE, HIGHLAND COFFEE AND PHÚC LONG ARE TOP WELL-KNOWN COFFEE CHAIN ACROSS ALL AGE GROUPS Do you know any coffee chain listed below? (by city) N = 900 N = 630 N = 270
5 4% 16% 17% 18% 22% 29% 29% 29% 32% 38% 48% 51% 54% 57% 63% 70% 79% 80% Others The coffee factory The Kafe Café Cộng Mccafé Caffe Bene Thức coffee Gloria Jean's Coffees MOF Effoc Urban Station The Coffee Bean & Tea Leaf Passio The Coffee House Starbucks Phúc Long Highland Coffee Trung Nguyên Coffee Total 5% 18% 23% 22% 25% 34% 38% 31% 35% 47% 59% 58% 59% 66% 71% 75% 81% 80% Under 18-25 1% 16% 14% 13% 19% 25% 23% 30% 29% 31% 45% 50% 50% 56% 62% 68% 78% 81% 26-30 5% 18% 9% 17% 22% 24% 23% 30% 31% 28% 36% 38% 44% 46% 53% 64% 78% 81% 30-35 4% 8% 9% 10% 20% 20% 16% 20% 23% 28% 25% 42% 54% 33% 47% 62% 69% 72% Over 35 TRUNG NGUYÊN COFFEE, HIGHLAND COFFEE AND PHÚC LONG ARE TOP WELL-KNOWN COFFEE CHAIN ACROSS ALL AGE GROUPS Do you know any coffee chain listed below? (by age) N = 900 N = 429 N = 231 N = 132 N = 108
6 2% 9% 25% 27% 29% 37% 37% 48% 63% 71% Others I know through advertising sms/ email Flyer Websites, forum (Except Facebook) TV ads Out of home ads Received promotion, trial chance from these coffee chains Facebook ads Friends/ Relatives' suggestion See these coffee chains on streets Total 2% 10% 27% 27% 28% 36% 40% 49% 65% 75% Hồ Chí Minh 2% 7% 20% 25% 35% 38% 29% 48% 58% 58% Hà Nội POINT OF SALES AND WORD-OF-MOUTH ARE EFFECTIVE CHANNELS OF BRAND AWARENESS How do you know these coffee chains? (by city) N = 900 N = 630 N = 270
7 POINT OF SALES AND WORD-OF-MOUTH ARE EFFECTIVE CHANNELS OF BRAND AWARENESS ACROSS ALL AGE GROUPS 2% 9% 25% 27% 29% 37% 37% 48% 63% 71% Others I know through advertising sms/ email Flyer Websites, forum (Except Facebook) TV ads Out of home ads Received promotion, trial chance from these coffee… Facebook ads Friends/ Relatives' suggestion See these coffee chains on streets Total 2% 8% 27% 30% 28% 37% 41% 55% 67% 70% Under 18-25 2% 8% 23% 27% 26% 35% 32% 45% 59% 75% 26-30 3% 11% 17% 21% 36% 39% 34% 42% 57% 68% 30-35 3% 13% 31% 23% 37% 38% 38% 34% 65% 66% Over 35 How do you know these coffee chains? (by age) N = 900 N = 429 N = 231 N = 132 N = 108
8 2% 0% 1% 1% 1% 1% 1% 1% 2% 2% 5% 5% 5% 5% 7% 18% 20% 25% Others The Kafe Gloria Jean's Coffees MOF Mccafé Caffe Bene The coffee factory Thức coffee The Coffee Bean & Tea Leaf Café Cộng Effoc Starbucks Urban Station Passio The Coffee House Phúc Long Trung Nguyên Coffee Highland Coffee Total 0% 1% 1% 1% 1% 1% 1% 2% 0% 2% 6% 5% 5% 6% 9% 23% 17% 20% Hồ Chí Minh 1% 1% 0% 0% 1% 1% 1% 1% 8% 3% 0% 4% 5% 2% 2% 2% 27% 39% Hà Nội OVERALL HIGHLAND COFFEE IS THE MARKET LEADER IN VIETNAM Which coffee chain do you go to the most frequently? N = 900 N = 630 N = 270 Trung Nguyên Coffee is preferred by Hanoian while Phuc Long is the top choice of Saigonese
9 0% 1% 1% 1% 1% 1% 1% 2% 2% 2% 5% 5% 5% 5% 7% 18% 20% 25% The Kafe Gloria Jean's Coffees MOF Mccafé Caffe Bene The coffee factory Thức coffee The Coffee Bean & Tea… Café Cộng Khác Effoc Starbucks Urban Station Passio The Coffee House Phúc Long Trung Nguyên Coffee Highland Coffee Total 1% 1% 1% 1% 1% 1% 1% 1% 2% 3% 5% 5% 7% 5% 12% 20% 12% 22% Under 18-25 0% 0% 1% 0% 1% 0% 1% 1% 1% 3% 2% 5% 3% 4% 4% 21% 20% 31% 26-30 0% 1% 0% 1% 0% 2% 1% 5% 3% 2% 2% 4% 2% 5% 2% 10% 38% 22% 30-35 0% 0% 1% 2% 3% 1% 2% 1% 1% 1% 9% 3% 1% 10% 3% 14% 26% 23% Over 35 OVER 30 YEARS OLD GROUP PREFERS TRUNG NGUYÊN COFFEE Which coffee chain do you go to the most frequently? N = 900 N = 429 N = 231 N = 132 N = 108
10 80% 79% 70% 63% 57% 54% 51% 48% 38% 32% 29% 29% 29% 22% 18% 17% 16% 4% 20% 25% 18% 5% 7% 5% 2% 5% 5% 1% 1% 1% 1% 1% 2% 0% 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Awareness Usage TRUNG NGUYÊN COFFEE GAINS HIGHEST BRAND AWARENESS WHILE HIGHLAND COFFEE GAINS HIGHEST MARKET SHARE Which coffee chain do you know? Which coffee chain do you go to the most frequently? N = 900
11 Trung Nguyên Coffee Highland Coffee Phúc Long The Coffee House PassioUrban Station TRUNG NGUYÊN & HIGHLAND COFFEE LEAVE OTHER COMPETIORS FAR BEHIND IN TERM OF BRAN AWARENESS AND USAGE Low Low High High Which coffee chain do you know? Which coffee chain do you go to the most frequently? Usage Awareness
12 7% 5% 8% 12% 4% 11% 15% 7% 9% 11% 12% 9% 11% 12% 16% 17% 15% 14% 14% 22% 19% 26% 20% 24% 22% 22% 23% 20% 21% 7% 8% 6% 8% 6% 5% 1% 6% 8% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 30-35 Over 35 Everyday 4 - 6 times/ week 2 - 3 times/ week Once/ week 2 - 3 weeks/ time 1 month/ time More than 1 month/ time I don't remember 44% GO TO COFFEE CHAIN 1 – 3 TIMES A WEEK How often do you go to this coffee chain? N = 900 N = 429 N = 231 N = 132 N = 108
13 2% 11% 11% 12% 13% 17% 18% 18% 19% 19% 19% 20% 23% 25% 28% 29% 32% 33% 34% 35% 36% 37% 37% 41% Others Many unique food Delicious food Food & beverage are good for health Good reviews on the review sites Equal quality of food, beverage between stores Beautiful, selective music There are many promotions Varied menu Impressive, unique style Suitable for making appointment, working Strong wifi signal Luxury brand Hygienic Peaceful and airy Friendly staff, good service Beautiful space/ decoration Suitable for meeting friends Relaxed, can stay as long as I wish Pure and good coffee Reasonable price Convenient location Friends, relatives often invite me to come here Delicious beverage Total TASTE OF BEVERAGE IS THE TO REASON FOR CHOOSING COFFEE CHAIN Why do you choose this coffee chain? N = 900
14 2% 11% 11% 12% 13% 17% 18% 18% 19% 19% 19% 20% 23% 25% 28% 29% 32% 33% 34% 35% 36% 37% 37% 41% Others Many unique food Delicious food Food & beverage are good for health Good reviews on the review sites Equal quality of food, beverage between stores Beautiful, selective music There are many promotions Varied menu Impressive, unique style Suitable for making appointment, working Strong wifi signal Luxury brand Hygienic Peaceful and airy Friendly staff, good service Beautiful space/ decoration Suitable for meeting friends Relaxed, can stay as long as I wish Pure and good coffee Reasonable price Convenient location Friends, relatives often invite me to come here Delicious beverage Total 1% 10% 10% 10% 13% 19% 16% 24% 18% 20% 24% 20% 30% 22% 33% 32% 38% 31% 38% 33% 33% 43% 39% 43% Highland Coffee 2% 10% 10% 13% 13% 16% 22% 10% 11% 19% 24% 20% 30% 24% 32% 29% 28% 32% 32% 49% 34% 38% 35% 28% Trung Nguyên Coffee HIGHLAND = DELICIOUS DRINKS + CONVENIENT LOCATION TRUNG NGUYÊN = GOOD COFFEE + CONVENIENT LOCATION Why do you choose this coffee chain? N = 900 N = 221 N = 176
15 2% 11% 11% 12% 13% 17% 18% 18% 19% 19% 19% 20% 23% 25% 28% 29% 32% 33% 34% 35% 36% 37% 37% 41% Others Many unique food Delicious food Food & beverage are good for health Good reviews on the review sites Equal quality of food, beverage between stores Beautiful, selective music There are many promotions Varied menu Impressive, unique style Suitable for making appointment, working Strong wifi signal Luxury brand Hygienic Peaceful and airy Friendly staff, good service Beautiful space/ decoration Suitable for meeting friends Relaxed, can stay as long as I wish Pure and good coffee Reasonable price Convenient location Friends, relatives often invite me to come here Delicious beverage Total 2% 10% 12% 12% 17% 14% 12% 20% 20% 16% 11% 15% 20% 24% 23% 20% 22% 30% 27% 35% 36% 30% 40% 55% Phúc Long Why do you choose this coffee chain? N = 900 N = 161 0% 12% 14% 12% 18% 21% 32% 18% 29% 27% 30% 36% 29% 32% 35% 38% 59% 53% 48% 26% 39% 44% 47% 50% The Coffee House N = 66 PHÚC LONG = DELICIOUS DRINKS THE COFFEE HOUSE = BEAUTIFUL DECORATION + CAN STAY LONG
16 2% 11% 11% 12% 13% 17% 18% 18% 19% 19% 19% 20% 23% 25% 28% 29% 32% 33% 34% 35% 36% 37% 37% 41% Others Many unique food Delicious food Food & beverage are good for health Good reviews on the review sites Equal quality of food, beverage between… Beautiful, selective music There are many promotions Varied menu Impressive, unique style Suitable for making appointment, working Strong wifi signal Luxury brand Hygienic Peaceful and airy Friendly staff, good service Beautiful space/ decoration Suitable for meeting friends Relaxed, can stay as long as I wish Pure and good coffee Reasonable price Convenient location Friends, relatives often invite me to come here Delicious beverage Total 2% 7% 7% 15% 2% 13% 7% 24% 13% 17% 13% 15% 11% 15% 13% 35% 20% 17% 24% 28% 50% 35% 30% 52% Passio 0% 5% 9% 7% 7% 20% 14% 18% 25% 16% 11% 27% 11% 25% 25% 23% 34% 48% 48% 18% 57% 48% 39% 36% Urban Station PASSIO = DELICIOUS DRINKS + REASONABLE PRICE URBAN STATION = REASONABLE PRICE + CAN STAY LONG Why do you choose this coffee chain? N = 900 N = 46 N = 44
17 18% 18% 15% 18% 21% 15% 22% 60% 52% 66% 64% 62% 70% 61% 21% 30% 19% 18% 17% 15% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Trung Nguyên Coffee Highland Coffee Urban Station The Coffee House Passio Phúc Long Very satisfied Satisfied Normal Unsatisfied Very unsatisfied 81% FEEL SATISFIED WITH THE COFFEE CHAIN THEY OFTEN GO TO How do you feel with the coffee chain that you go to the most frequently? N = 900 N = 221 N = 176 N = 161 N = 44N = 66 N = 46 Trung Nguyên Coffee gain the highest top box of satisfaction level
18 9% 2% 2% 2% 2% 3% 4% 7% 8% 9% 9% 9% 9% 10% 10% 12% 12% 17% 17% 17% 34% Nothing Others Not hygienic Food and beverages are not good for health Coffee is not tasty, not pure Beverage is not tasty Food is not tasty Not beautiful space/decoration Inconvenient location Not airy Unequal quality of food, beverage between stores Normal style, not impressed Not good staff Uncomfortable for long staying Music is not good Long service time The menu is not diverse Few of new food & beverages Poor wifi signal High price vs. quality Few promotions Total OFFERING MORE PROMOTION CAN MAKE CUSTOMERS FEEL HAPPIER Is there anything makes you unhappy about this coffee chain? N = 900
19 9% 2% 2% 2% 2% 3% 4% 7% 8% 9% 9% 9% 9% 10% 10% 12% 12% 17% 17% 17% 34% Nothing Others Not hygienic Food and beverages are not good for health Coffee is not tasty, not pure Beverage is not tasty Food is not tasty Not beautiful space/decoration Inconvenient location Not airy Unequal quality of food, beverage between stores Normal style, not impressed Not good staff Uncomfortable for long staying Music is not good Long service time The menu is not diverse Few of new food & beverages Poor wifi signal High price vs. quality Few promotions Total 11% 2% 2% 3% 3% 3% 4% 7% 5% 5% 8% 9% 11% 5% 7% 15% 12% 18% 16% 13% 32% Highland Coffee 11% 2% 2% 3% 3% 3% 4% 7% 5% 5% 8% 9% 11% 5% 7% 15% 12% 18% 16% 13% 32% Trung Nguyên Coffee HIGHLAND / TRUNG NGUYÊN = FEW PROMOTIONS + FEW OF NEW FOOD & BEVERAGES Is there anything makes you unhappy about this coffee chain? N = 900 N = 221 N = 176
20 6% 3% 2% 0% 0% 5% 3% 8% 6% 9% 6% 9% 6% 8% 12% 8% 14% 21% 20% 23% 48% The Coffee House 9% 5% 2% 1% 2% 2% 5% 6% 11% 17% 11% 7% 14% 20% 16% 15% 12% 15% 13% 19% 35% Phúc Long 9% 2% 2% 2% 2% 3% 4% 7% 8% 9% 9% 9% 9% 10% 10% 12% 12% 17% 17% 17% 34% Nothing Others Not hygienic Food and beverages are not good for health Coffee is not tasty, not pure Beverage is not tasty Food is not tasty Not beautiful space/decoration Inconvenient location Not airy Unequal quality of food, beverage between stores Normal style, not impressed Not good staff Uncomfortable for long staying Music is not good Long service time The menu is not diverse Few of new food & beverages Poor wifi signal High price vs. quality Few promotions Total THE COFFEE HOUSE = FEW PROMOTIONS + HIGH PRICE VS. QUALITY PHÚC LONG = FEW PROMOTIONS + UNCOMFORTABLE FOR STAYING Is there anything makes you unhappy about this coffee chain? N = 900 N = 46 N = 161
21 9% 2% 2% 2% 2% 3% 4% 7% 8% 9% 9% 9% 9% 10% 10% 12% 12% 17% 17% 17% 34% Nothing Others Not hygienic Food and beverages are not good for health Coffee is not tasty, not pure Beverage is not tasty Food is not tasty Not beautiful space/decoration Inconvenient location Not airy Unequal quality of food, beverage between stores Normal style, not impressed Not good staff Uncomfortable for long staying Music is not good Long service time The menu is not diverse Few of new food & beverages Poor wifi signal High price vs. quality Few promotions Total 15% 4% 0% 0% 2% 2% 9% 11% 15% 13% 11% 4% 4% 11% 9% 2% 9% 20% 20% 7% 30% Passio 2% 5% 2% 0% 5% 7% 2% 5% 11% 16% 11% 14% 9% 5% 0% 9% 16% 25% 14% 18% 45% Urban Station PASSIO = FEW PROMOTIONS + POOR WIFI SIGNAL URBAN STATION = FEW PROMOTIONS + FEW NEW F&B Is there anything makes you unhappy about this coffee chain? N = 900 N = 46 N = 44
22 2% 1% 9% 2% 2% 0% 1% 17% 15% 16% 21% 21% 15% 16% 45% 45% 48% 42% 42% 43% 52% 28% 28% 18% 30% 30% 37% 26% 8% 11% 9% 5% 4% 4% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Trung Nguyên Coffee Urban Station The Coffee House Phúc Long Passio Highland Coffee I will go to this café only I will prefer going to this café in priority I will go to this café parallel with others I will continue going to this café, but I will go to other café in the future I will switch to go to other café 8% ARE LOYAL TO THE COFFEE CHAIN THEY GO TO FREQUENTLY What is your usage intention towards this coffee chain service in the future? Trung Nguyên Coffee owns highest ratio of loyal customer (11%) While Urban Station has highest switching rate (9%) N = 900 N = 176 N = 44 N = 66 N = 221N = 161 N = 46
23 Highland Coffee Trung Nguyên Coffee Phúc Long The Coffee House Passio Urban Station PASSIO GAINS HIGHEST SATISFACTION WHILE TRUNG NGUYÊN COFFEE GAINS HIGHEST LOYALTY Low Low High High How do you feel with the coffee chain that you go to the most frequently? What is your usage intention towards this coffee chain service in the future? Loyalty Satisfaction N = 900
24 1% 0% 0% 1% 2% 0%1% 0% 2% 5% 0% 29% 24% 20% 29% 34% 41% 35% 42% 36% 50% 46% 42% 32% 46% 27% 39% 24% 24% 20% 20% 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Trung Nguyên Coffee The Coffee House Highland Coffee Phúc Long Urban Station Passio I will recommend definitely I will recommend I may recommend I will not recommend I will not recommend definitely 69% ARE WILLING TO RECOMMEND THAT COFFEE CHAIN What is your ability to recommend your coffee chain to others? Trung Nguyên Coffee has the highest top box recommendation level comparing to others N = 900 N = 176 N = 66 N = 221 N = 46N = 161 N = 44
25 3% 13% 16% 25% 26% 32% 36% 38% 52% 73% Others Morning coffee everyday Learning Want to enjoy drinks / food here Meeting partners Find shelter from heat Dating Group meeting Want to relax Meeting friends Total 2% 11% 27% 27% 21% 38% 38% 44% 54% 73% Under 18-25 2% 16% 6% 24% 31% 29% 39% 38% 51% 73% 26-30 5% 14% 5% 21% 32% 19% 32% 33% 52% 73% 30-35 4% 9% 6% 20% 31% 26% 27% 21% 44% 70% Over 35 73% GO TO COFFEE CHAINS TO MEET FRIENDS In which cases do you often go to coffee chain? N = 900 N = 429 N = 231 N = 132 N = 108
26 1% 1% 2% 3% 2%2% 2% 3% 3% 3% 9% 7% 11% 12% 10% 12% 13% 10% 11% 13% 12% 10% 13% 19% 13% 14% 14% 15% 15% 12% 22% 27% 16% 17% 19% 26% 26% 31% 19% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 30-35 Over 35 Quality of food and beverages Reasonable price Service quality Style Space Convenient location Music Others QUALITY OF FOOD AND BEVERAGES IS THE MAIN CRITERIA FOR CHOOSING A COFFEE CHAIN What is your main criteria when choosing a coffee shop? Under 18 – 25 group cares more about price N = 900 N = 429 N = 231 N = 132 N = 108
27 2% 2% 2% 2% 2% 4% 5% 3% 3% 3% 5% 6% 6% 3% 3% 14% 15% 10% 18% 17% 15% 12% 19% 17% 14% 15% 16% 13% 14% 20% 22% 21% 21% 23% 25% 23% 24% 25% 20% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 30-35 Over 35 Youthful, fun Lovely, gentle Cosy Luxurious Classic I do not care about style Dusty, strong character Others 23% PREFER YOUTHFUL STYLE Which style of coffee shop do you like most? Over 30 group prefers lovely, gentle style N = 900 N = 429 N = 231 N = 132 N = 108
28 4% 26% 29% 29% 32% 34% 37% 37% 47% 60% Others Juice Ice-cream Snack Milk tea Cake Milk Smoothie Tea Coffee Total 5% 22% 28% 29% 38% 39% 43% 30% 54% 60% Under 18-25 4% 30% 25% 28% 26% 31% 31% 45% 39% 61% 26-30 2% 24% 36% 29% 25% 25% 27% 43% 41% 61% 30-35 4% 33% 31% 33% 35% 30% 40% 43% 46% 59% Over 35 60% CHOOSE COFFEE WHEN THEY GO TO COFFEE CHAIN What kind of food and beverages do you often order when going to that coffee chain? N = 900 N = 429 N = 231 N = 132 N = 108
29 1% 2% 1% 0% 2% 7% 5% 7% 9% 14% 26% 25% 26% 25% 28% 66% 68% 66% 67% 56% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 30-35 Over 35 Coffee quality is guaranteed more Also depends on the brand of coffee chain The same Poorer quality 66% RATE THAT THE QUALITY OF COFFEE IN COFFEE CHAIN IS GUARANTEED MORE THAN TRADITIONAL COFFEE SHOP How do you rate the coffee quality of coffee chain comparing with other traditional coffee shop? N = 541 N = 256 N = 81 N = 64N = 140
30 1% 1% 0% 1% 1% 22% 22% 26% 20% 13% 36% 37% 40% 31% 32% 11% 14% 8% 9% 12% 10% 11% 6% 11% 13% 13% 11% 13% 17% 19% 7% 5% 8% 10% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 30-35 Over 35 6h - 8h30 8h30 - 12h 12h - 16h 16h - 18h 18h - 20h 20h - 22h 22h - 6h 58% GO TO COFFEE FROM 6PM TO 10PM Which time frame do you often go to this coffee chain? N = 900 N = 429 N = 231 N = 132 N = 108
31 3% 2% 3% 5% 3% 7% 4% 8% 11% 15% 18% 12% 24% 24% 23% 39% 38% 42% 33% 43% 25% 34% 16% 23% 11% 7% 9% 6% 3% 4% 1% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 30-35 Over 35 Under $1 $1.01 - $1.5 $1.51 - $2.5 $2.51 - $5 $5.01 - $7.5 $7.51 - $10 Over $10 39% SPEND $2.51 - $5 EACH TIME GOING TO COFFEE CHAIN How much do you often spend each time going to coffee chain? N = 900 N = 429 N = 231 N = 132 3% 3% 1% 5% 10% 7% 7% 4% 7% 9% 15% 7% 18% 9% 18% 28% 22% 34% 39% 33% 42% 42% 29% 45% 25% 38% 25% 13% 21% 3%7% 10% 7% 3% 3%1% 4% 1% Total Under $200 $200.1 - $450 $450.1 - $700 $700.1 - $1000 Over $1000 (*) N = 108 N = 900 N = 227 N = 403 N = 173 N = 68 N = 29 (*) (*) small sample size
32 9% 9% 20% 28% 29% 35% 50% I don't like any type above Hammock café Café has special products (drink coffee and eat cup…) Pet café Self-serve café Café has original space/decoration Book café Total 7% 9% 23% 36% 33% 38% 54% Under 18-25 8% 8% 18% 22% 27% 31% 54% 26-30 10% 13% 15% 17% 23% 31% 47% 30-35 22% 9% 16% 18% 25% 36% 32% Over 35 BOOK CAFÉ IS THE TYPES OF SPECIAL CAFÉ PREFERRED THE MOST In these types of special café listed below, which one do you like more? N = 900 N = 429 N = 231 N = 132 N = 108 Over 35 group prefers café has original space/ decoration
33 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 (COO - Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
34 CONTACT US • Indonesia: o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (CMO – Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654

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Coffee Chain In Vietnam

  • 1.
    STUDY ABOUT COFFEECHAIN IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com) August, 2016
  • 2.
    1 SCOPE OF WORK This survey was conducted to study about coffee chain in Vietnam  Methodology: Online survey  Fieldwork time: 3 days (06/08/2016 to 08/08/2016)  Sample size: N = 900  Geography: Ho Chi Minh, Ha Noi
  • 3.
    2 KEY FINDINGS • TrungNguyên Coffee, Highland Coffee and Phúc Long are top well-known coffee chains • Highland Coffee is the leader with 25% share, following by Trung Nguyên Coffee 20% • Point of sales and word-of-mouth are main sources of brand awareness • Taste of beverage is the top reason of choosing coffee chain • 81% feel satisfied with the coffee chain they often go to • Trung Nguyên Coffee owns the highest consumer’s loyalty level (11%) while Urban Station has the highest switching rate (9%) • Offer more promotions is the way that brand can make customers feel happier • 44% go to coffee chain 1 – 3 times / week • 36% go to café from 6pm to 8pm and 39% spend $2.51 - $5 each time • Book café is the type of special café preferred the most
  • 4.
    3 N = 900 DEMOGRAPHICINFORMATION GenderAge OccupationLiving Place 5% 2% 2% 4% 8% 9% 26% 44% Others Factory Worker Job seeker/Retired Housewife Engineer/Doctor/Teacher Self-employed Student Office worker 12% 15% 26% 45% 3% Over 35 30-35 26-30 18-25 Under 18 45% 55% Male Female 30% 70% Hà Nội Hồ Chí Minh
  • 5.
    4 4% 16% 17% 18% 22% 29% 29% 29% 32% 38% 48% 51% 54% 57% 63% 70% 79% 80% Others The coffee factory TheKafe Café Cộng Mccafé Caffe Bene Thức coffee Gloria Jean's Coffees MOF Effoc Urban Station The Coffee Bean & Tea Leaf Passio The Coffee House Starbucks Phúc Long Highland Coffee Trung Nguyên Coffee Total 3% 18% 16% 11% 25% 32% 35% 36% 40% 47% 52% 58% 63% 65% 67% 80% 81% 82% Hồ Chí Minh 5% 11% 19% 39% 14% 19% 11% 8% 6% 7% 35% 28% 26% 32% 50% 36% 71% 74% Hà Nội TRUNG NGUYÊN COFFEE, HIGHLAND COFFEE AND PHÚC LONG ARE TOP WELL-KNOWN COFFEE CHAIN ACROSS ALL AGE GROUPS Do you know any coffee chain listed below? (by city) N = 900 N = 630 N = 270
  • 6.
    5 4% 16% 17% 18% 22% 29% 29% 29% 32% 38% 48% 51% 54% 57% 63% 70% 79% 80% Others The coffee factory TheKafe Café Cộng Mccafé Caffe Bene Thức coffee Gloria Jean's Coffees MOF Effoc Urban Station The Coffee Bean & Tea Leaf Passio The Coffee House Starbucks Phúc Long Highland Coffee Trung Nguyên Coffee Total 5% 18% 23% 22% 25% 34% 38% 31% 35% 47% 59% 58% 59% 66% 71% 75% 81% 80% Under 18-25 1% 16% 14% 13% 19% 25% 23% 30% 29% 31% 45% 50% 50% 56% 62% 68% 78% 81% 26-30 5% 18% 9% 17% 22% 24% 23% 30% 31% 28% 36% 38% 44% 46% 53% 64% 78% 81% 30-35 4% 8% 9% 10% 20% 20% 16% 20% 23% 28% 25% 42% 54% 33% 47% 62% 69% 72% Over 35 TRUNG NGUYÊN COFFEE, HIGHLAND COFFEE AND PHÚC LONG ARE TOP WELL-KNOWN COFFEE CHAIN ACROSS ALL AGE GROUPS Do you know any coffee chain listed below? (by age) N = 900 N = 429 N = 231 N = 132 N = 108
  • 7.
    6 2% 9% 25% 27% 29% 37% 37% 48% 63% 71% Others I know throughadvertising sms/ email Flyer Websites, forum (Except Facebook) TV ads Out of home ads Received promotion, trial chance from these coffee chains Facebook ads Friends/ Relatives' suggestion See these coffee chains on streets Total 2% 10% 27% 27% 28% 36% 40% 49% 65% 75% Hồ Chí Minh 2% 7% 20% 25% 35% 38% 29% 48% 58% 58% Hà Nội POINT OF SALES AND WORD-OF-MOUTH ARE EFFECTIVE CHANNELS OF BRAND AWARENESS How do you know these coffee chains? (by city) N = 900 N = 630 N = 270
  • 8.
    7 POINT OF SALESAND WORD-OF-MOUTH ARE EFFECTIVE CHANNELS OF BRAND AWARENESS ACROSS ALL AGE GROUPS 2% 9% 25% 27% 29% 37% 37% 48% 63% 71% Others I know through advertising sms/ email Flyer Websites, forum (Except Facebook) TV ads Out of home ads Received promotion, trial chance from these coffee… Facebook ads Friends/ Relatives' suggestion See these coffee chains on streets Total 2% 8% 27% 30% 28% 37% 41% 55% 67% 70% Under 18-25 2% 8% 23% 27% 26% 35% 32% 45% 59% 75% 26-30 3% 11% 17% 21% 36% 39% 34% 42% 57% 68% 30-35 3% 13% 31% 23% 37% 38% 38% 34% 65% 66% Over 35 How do you know these coffee chains? (by age) N = 900 N = 429 N = 231 N = 132 N = 108
  • 9.
    8 2% 0% 1% 1% 1% 1% 1% 1% 2% 2% 5% 5% 5% 5% 7% 18% 20% 25% Others The Kafe Gloria Jean'sCoffees MOF Mccafé Caffe Bene The coffee factory Thức coffee The Coffee Bean & Tea Leaf Café Cộng Effoc Starbucks Urban Station Passio The Coffee House Phúc Long Trung Nguyên Coffee Highland Coffee Total 0% 1% 1% 1% 1% 1% 1% 2% 0% 2% 6% 5% 5% 6% 9% 23% 17% 20% Hồ Chí Minh 1% 1% 0% 0% 1% 1% 1% 1% 8% 3% 0% 4% 5% 2% 2% 2% 27% 39% Hà Nội OVERALL HIGHLAND COFFEE IS THE MARKET LEADER IN VIETNAM Which coffee chain do you go to the most frequently? N = 900 N = 630 N = 270 Trung Nguyên Coffee is preferred by Hanoian while Phuc Long is the top choice of Saigonese
  • 10.
    9 0% 1% 1% 1% 1% 1% 1% 2% 2% 2% 5% 5% 5% 5% 7% 18% 20% 25% The Kafe Gloria Jean'sCoffees MOF Mccafé Caffe Bene The coffee factory Thức coffee The Coffee Bean & Tea… Café Cộng Khác Effoc Starbucks Urban Station Passio The Coffee House Phúc Long Trung Nguyên Coffee Highland Coffee Total 1% 1% 1% 1% 1% 1% 1% 1% 2% 3% 5% 5% 7% 5% 12% 20% 12% 22% Under 18-25 0% 0% 1% 0% 1% 0% 1% 1% 1% 3% 2% 5% 3% 4% 4% 21% 20% 31% 26-30 0% 1% 0% 1% 0% 2% 1% 5% 3% 2% 2% 4% 2% 5% 2% 10% 38% 22% 30-35 0% 0% 1% 2% 3% 1% 2% 1% 1% 1% 9% 3% 1% 10% 3% 14% 26% 23% Over 35 OVER 30 YEARS OLD GROUP PREFERS TRUNG NGUYÊN COFFEE Which coffee chain do you go to the most frequently? N = 900 N = 429 N = 231 N = 132 N = 108
  • 11.
    10 80% 79% 70% 63% 57% 54% 51% 48% 38% 32% 29% 29%29% 22% 18% 17% 16% 4% 20% 25% 18% 5% 7% 5% 2% 5% 5% 1% 1% 1% 1% 1% 2% 0% 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Awareness Usage TRUNG NGUYÊN COFFEE GAINS HIGHEST BRAND AWARENESS WHILE HIGHLAND COFFEE GAINS HIGHEST MARKET SHARE Which coffee chain do you know? Which coffee chain do you go to the most frequently? N = 900
  • 12.
    11 Trung Nguyên Coffee Highland Coffee Phúc Long TheCoffee House PassioUrban Station TRUNG NGUYÊN & HIGHLAND COFFEE LEAVE OTHER COMPETIORS FAR BEHIND IN TERM OF BRAN AWARENESS AND USAGE Low Low High High Which coffee chain do you know? Which coffee chain do you go to the most frequently? Usage Awareness
  • 13.
    12 7% 5% 8%12% 4% 11% 15% 7% 9% 11% 12% 9% 11% 12% 16% 17% 15% 14% 14% 22% 19% 26% 20% 24% 22% 22% 23% 20% 21% 7% 8% 6% 8% 6% 5% 1% 6% 8% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 30-35 Over 35 Everyday 4 - 6 times/ week 2 - 3 times/ week Once/ week 2 - 3 weeks/ time 1 month/ time More than 1 month/ time I don't remember 44% GO TO COFFEE CHAIN 1 – 3 TIMES A WEEK How often do you go to this coffee chain? N = 900 N = 429 N = 231 N = 132 N = 108
  • 14.
    13 2% 11% 11% 12% 13% 17% 18% 18% 19% 19% 19% 20% 23% 25% 28% 29% 32% 33% 34% 35% 36% 37% 37% 41% Others Many unique food Deliciousfood Food & beverage are good for health Good reviews on the review sites Equal quality of food, beverage between stores Beautiful, selective music There are many promotions Varied menu Impressive, unique style Suitable for making appointment, working Strong wifi signal Luxury brand Hygienic Peaceful and airy Friendly staff, good service Beautiful space/ decoration Suitable for meeting friends Relaxed, can stay as long as I wish Pure and good coffee Reasonable price Convenient location Friends, relatives often invite me to come here Delicious beverage Total TASTE OF BEVERAGE IS THE TO REASON FOR CHOOSING COFFEE CHAIN Why do you choose this coffee chain? N = 900
  • 15.
    14 2% 11% 11% 12% 13% 17% 18% 18% 19% 19% 19% 20% 23% 25% 28% 29% 32% 33% 34% 35% 36% 37% 37% 41% Others Many unique food Deliciousfood Food & beverage are good for health Good reviews on the review sites Equal quality of food, beverage between stores Beautiful, selective music There are many promotions Varied menu Impressive, unique style Suitable for making appointment, working Strong wifi signal Luxury brand Hygienic Peaceful and airy Friendly staff, good service Beautiful space/ decoration Suitable for meeting friends Relaxed, can stay as long as I wish Pure and good coffee Reasonable price Convenient location Friends, relatives often invite me to come here Delicious beverage Total 1% 10% 10% 10% 13% 19% 16% 24% 18% 20% 24% 20% 30% 22% 33% 32% 38% 31% 38% 33% 33% 43% 39% 43% Highland Coffee 2% 10% 10% 13% 13% 16% 22% 10% 11% 19% 24% 20% 30% 24% 32% 29% 28% 32% 32% 49% 34% 38% 35% 28% Trung Nguyên Coffee HIGHLAND = DELICIOUS DRINKS + CONVENIENT LOCATION TRUNG NGUYÊN = GOOD COFFEE + CONVENIENT LOCATION Why do you choose this coffee chain? N = 900 N = 221 N = 176
  • 16.
    15 2% 11% 11% 12% 13% 17% 18% 18% 19% 19% 19% 20% 23% 25% 28% 29% 32% 33% 34% 35% 36% 37% 37% 41% Others Many unique food Deliciousfood Food & beverage are good for health Good reviews on the review sites Equal quality of food, beverage between stores Beautiful, selective music There are many promotions Varied menu Impressive, unique style Suitable for making appointment, working Strong wifi signal Luxury brand Hygienic Peaceful and airy Friendly staff, good service Beautiful space/ decoration Suitable for meeting friends Relaxed, can stay as long as I wish Pure and good coffee Reasonable price Convenient location Friends, relatives often invite me to come here Delicious beverage Total 2% 10% 12% 12% 17% 14% 12% 20% 20% 16% 11% 15% 20% 24% 23% 20% 22% 30% 27% 35% 36% 30% 40% 55% Phúc Long Why do you choose this coffee chain? N = 900 N = 161 0% 12% 14% 12% 18% 21% 32% 18% 29% 27% 30% 36% 29% 32% 35% 38% 59% 53% 48% 26% 39% 44% 47% 50% The Coffee House N = 66 PHÚC LONG = DELICIOUS DRINKS THE COFFEE HOUSE = BEAUTIFUL DECORATION + CAN STAY LONG
  • 17.
    16 2% 11% 11% 12% 13% 17% 18% 18% 19% 19% 19% 20% 23% 25% 28% 29% 32% 33% 34% 35% 36% 37% 37% 41% Others Many unique food Deliciousfood Food & beverage are good for health Good reviews on the review sites Equal quality of food, beverage between… Beautiful, selective music There are many promotions Varied menu Impressive, unique style Suitable for making appointment, working Strong wifi signal Luxury brand Hygienic Peaceful and airy Friendly staff, good service Beautiful space/ decoration Suitable for meeting friends Relaxed, can stay as long as I wish Pure and good coffee Reasonable price Convenient location Friends, relatives often invite me to come here Delicious beverage Total 2% 7% 7% 15% 2% 13% 7% 24% 13% 17% 13% 15% 11% 15% 13% 35% 20% 17% 24% 28% 50% 35% 30% 52% Passio 0% 5% 9% 7% 7% 20% 14% 18% 25% 16% 11% 27% 11% 25% 25% 23% 34% 48% 48% 18% 57% 48% 39% 36% Urban Station PASSIO = DELICIOUS DRINKS + REASONABLE PRICE URBAN STATION = REASONABLE PRICE + CAN STAY LONG Why do you choose this coffee chain? N = 900 N = 46 N = 44
  • 18.
    17 18% 18% 15%18% 21% 15% 22% 60% 52% 66% 64% 62% 70% 61% 21% 30% 19% 18% 17% 15% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Trung Nguyên Coffee Highland Coffee Urban Station The Coffee House Passio Phúc Long Very satisfied Satisfied Normal Unsatisfied Very unsatisfied 81% FEEL SATISFIED WITH THE COFFEE CHAIN THEY OFTEN GO TO How do you feel with the coffee chain that you go to the most frequently? N = 900 N = 221 N = 176 N = 161 N = 44N = 66 N = 46 Trung Nguyên Coffee gain the highest top box of satisfaction level
  • 19.
    18 9% 2% 2% 2% 2% 3% 4% 7% 8% 9% 9% 9% 9% 10% 10% 12% 12% 17% 17% 17% 34% Nothing Others Not hygienic Food andbeverages are not good for health Coffee is not tasty, not pure Beverage is not tasty Food is not tasty Not beautiful space/decoration Inconvenient location Not airy Unequal quality of food, beverage between stores Normal style, not impressed Not good staff Uncomfortable for long staying Music is not good Long service time The menu is not diverse Few of new food & beverages Poor wifi signal High price vs. quality Few promotions Total OFFERING MORE PROMOTION CAN MAKE CUSTOMERS FEEL HAPPIER Is there anything makes you unhappy about this coffee chain? N = 900
  • 20.
    19 9% 2% 2% 2% 2% 3% 4% 7% 8% 9% 9% 9% 9% 10% 10% 12% 12% 17% 17% 17% 34% Nothing Others Not hygienic Food andbeverages are not good for health Coffee is not tasty, not pure Beverage is not tasty Food is not tasty Not beautiful space/decoration Inconvenient location Not airy Unequal quality of food, beverage between stores Normal style, not impressed Not good staff Uncomfortable for long staying Music is not good Long service time The menu is not diverse Few of new food & beverages Poor wifi signal High price vs. quality Few promotions Total 11% 2% 2% 3% 3% 3% 4% 7% 5% 5% 8% 9% 11% 5% 7% 15% 12% 18% 16% 13% 32% Highland Coffee 11% 2% 2% 3% 3% 3% 4% 7% 5% 5% 8% 9% 11% 5% 7% 15% 12% 18% 16% 13% 32% Trung Nguyên Coffee HIGHLAND / TRUNG NGUYÊN = FEW PROMOTIONS + FEW OF NEW FOOD & BEVERAGES Is there anything makes you unhappy about this coffee chain? N = 900 N = 221 N = 176
  • 21.
    20 6% 3% 2% 0% 0% 5% 3% 8% 6% 9% 6% 9% 6% 8% 12% 8% 14% 21% 20% 23% 48% The Coffee House 9% 5% 2% 1% 2% 2% 5% 6% 11% 17% 11% 7% 14% 20% 16% 15% 12% 15% 13% 19% 35% PhúcLong 9% 2% 2% 2% 2% 3% 4% 7% 8% 9% 9% 9% 9% 10% 10% 12% 12% 17% 17% 17% 34% Nothing Others Not hygienic Food and beverages are not good for health Coffee is not tasty, not pure Beverage is not tasty Food is not tasty Not beautiful space/decoration Inconvenient location Not airy Unequal quality of food, beverage between stores Normal style, not impressed Not good staff Uncomfortable for long staying Music is not good Long service time The menu is not diverse Few of new food & beverages Poor wifi signal High price vs. quality Few promotions Total THE COFFEE HOUSE = FEW PROMOTIONS + HIGH PRICE VS. QUALITY PHÚC LONG = FEW PROMOTIONS + UNCOMFORTABLE FOR STAYING Is there anything makes you unhappy about this coffee chain? N = 900 N = 46 N = 161
  • 22.
    21 9% 2% 2% 2% 2% 3% 4% 7% 8% 9% 9% 9% 9% 10% 10% 12% 12% 17% 17% 17% 34% Nothing Others Not hygienic Food andbeverages are not good for health Coffee is not tasty, not pure Beverage is not tasty Food is not tasty Not beautiful space/decoration Inconvenient location Not airy Unequal quality of food, beverage between stores Normal style, not impressed Not good staff Uncomfortable for long staying Music is not good Long service time The menu is not diverse Few of new food & beverages Poor wifi signal High price vs. quality Few promotions Total 15% 4% 0% 0% 2% 2% 9% 11% 15% 13% 11% 4% 4% 11% 9% 2% 9% 20% 20% 7% 30% Passio 2% 5% 2% 0% 5% 7% 2% 5% 11% 16% 11% 14% 9% 5% 0% 9% 16% 25% 14% 18% 45% Urban Station PASSIO = FEW PROMOTIONS + POOR WIFI SIGNAL URBAN STATION = FEW PROMOTIONS + FEW NEW F&B Is there anything makes you unhappy about this coffee chain? N = 900 N = 46 N = 44
  • 23.
    22 2% 1% 9% 2% 2%0% 1% 17% 15% 16% 21% 21% 15% 16% 45% 45% 48% 42% 42% 43% 52% 28% 28% 18% 30% 30% 37% 26% 8% 11% 9% 5% 4% 4% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Trung Nguyên Coffee Urban Station The Coffee House Phúc Long Passio Highland Coffee I will go to this café only I will prefer going to this café in priority I will go to this café parallel with others I will continue going to this café, but I will go to other café in the future I will switch to go to other café 8% ARE LOYAL TO THE COFFEE CHAIN THEY GO TO FREQUENTLY What is your usage intention towards this coffee chain service in the future? Trung Nguyên Coffee owns highest ratio of loyal customer (11%) While Urban Station has highest switching rate (9%) N = 900 N = 176 N = 44 N = 66 N = 221N = 161 N = 46
  • 24.
    23 Highland Coffee Trung Nguyên Coffee PhúcLong The Coffee House Passio Urban Station PASSIO GAINS HIGHEST SATISFACTION WHILE TRUNG NGUYÊN COFFEE GAINS HIGHEST LOYALTY Low Low High High How do you feel with the coffee chain that you go to the most frequently? What is your usage intention towards this coffee chain service in the future? Loyalty Satisfaction N = 900
  • 25.
    24 1% 0% 0%1% 2% 0%1% 0% 2% 5% 0% 29% 24% 20% 29% 34% 41% 35% 42% 36% 50% 46% 42% 32% 46% 27% 39% 24% 24% 20% 20% 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Trung Nguyên Coffee The Coffee House Highland Coffee Phúc Long Urban Station Passio I will recommend definitely I will recommend I may recommend I will not recommend I will not recommend definitely 69% ARE WILLING TO RECOMMEND THAT COFFEE CHAIN What is your ability to recommend your coffee chain to others? Trung Nguyên Coffee has the highest top box recommendation level comparing to others N = 900 N = 176 N = 66 N = 221 N = 46N = 161 N = 44
  • 26.
    25 3% 13% 16% 25% 26% 32% 36% 38% 52% 73% Others Morning coffee everyday Learning Wantto enjoy drinks / food here Meeting partners Find shelter from heat Dating Group meeting Want to relax Meeting friends Total 2% 11% 27% 27% 21% 38% 38% 44% 54% 73% Under 18-25 2% 16% 6% 24% 31% 29% 39% 38% 51% 73% 26-30 5% 14% 5% 21% 32% 19% 32% 33% 52% 73% 30-35 4% 9% 6% 20% 31% 26% 27% 21% 44% 70% Over 35 73% GO TO COFFEE CHAINS TO MEET FRIENDS In which cases do you often go to coffee chain? N = 900 N = 429 N = 231 N = 132 N = 108
  • 27.
    26 1% 1% 2%3% 2%2% 2% 3% 3% 3% 9% 7% 11% 12% 10% 12% 13% 10% 11% 13% 12% 10% 13% 19% 13% 14% 14% 15% 15% 12% 22% 27% 16% 17% 19% 26% 26% 31% 19% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 30-35 Over 35 Quality of food and beverages Reasonable price Service quality Style Space Convenient location Music Others QUALITY OF FOOD AND BEVERAGES IS THE MAIN CRITERIA FOR CHOOSING A COFFEE CHAIN What is your main criteria when choosing a coffee shop? Under 18 – 25 group cares more about price N = 900 N = 429 N = 231 N = 132 N = 108
  • 28.
    27 2% 2% 2%2% 2% 4% 5% 3% 3% 3% 5% 6% 6% 3% 3% 14% 15% 10% 18% 17% 15% 12% 19% 17% 14% 15% 16% 13% 14% 20% 22% 21% 21% 23% 25% 23% 24% 25% 20% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 30-35 Over 35 Youthful, fun Lovely, gentle Cosy Luxurious Classic I do not care about style Dusty, strong character Others 23% PREFER YOUTHFUL STYLE Which style of coffee shop do you like most? Over 30 group prefers lovely, gentle style N = 900 N = 429 N = 231 N = 132 N = 108
  • 29.
  • 30.
    29 1% 2% 1%0% 2% 7% 5% 7% 9% 14% 26% 25% 26% 25% 28% 66% 68% 66% 67% 56% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 30-35 Over 35 Coffee quality is guaranteed more Also depends on the brand of coffee chain The same Poorer quality 66% RATE THAT THE QUALITY OF COFFEE IN COFFEE CHAIN IS GUARANTEED MORE THAN TRADITIONAL COFFEE SHOP How do you rate the coffee quality of coffee chain comparing with other traditional coffee shop? N = 541 N = 256 N = 81 N = 64N = 140
  • 31.
    30 1% 1% 0%1% 1% 22% 22% 26% 20% 13% 36% 37% 40% 31% 32% 11% 14% 8% 9% 12% 10% 11% 6% 11% 13% 13% 11% 13% 17% 19% 7% 5% 8% 10% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 30-35 Over 35 6h - 8h30 8h30 - 12h 12h - 16h 16h - 18h 18h - 20h 20h - 22h 22h - 6h 58% GO TO COFFEE FROM 6PM TO 10PM Which time frame do you often go to this coffee chain? N = 900 N = 429 N = 231 N = 132 N = 108
  • 32.
    31 3% 2% 3%5% 3% 7% 4% 8% 11% 15% 18% 12% 24% 24% 23% 39% 38% 42% 33% 43% 25% 34% 16% 23% 11% 7% 9% 6% 3% 4% 1% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 30-35 Over 35 Under $1 $1.01 - $1.5 $1.51 - $2.5 $2.51 - $5 $5.01 - $7.5 $7.51 - $10 Over $10 39% SPEND $2.51 - $5 EACH TIME GOING TO COFFEE CHAIN How much do you often spend each time going to coffee chain? N = 900 N = 429 N = 231 N = 132 3% 3% 1% 5% 10% 7% 7% 4% 7% 9% 15% 7% 18% 9% 18% 28% 22% 34% 39% 33% 42% 42% 29% 45% 25% 38% 25% 13% 21% 3%7% 10% 7% 3% 3%1% 4% 1% Total Under $200 $200.1 - $450 $450.1 - $700 $700.1 - $1000 Over $1000 (*) N = 108 N = 900 N = 227 N = 403 N = 173 N = 68 N = 29 (*) (*) small sample size
  • 33.
    32 9% 9% 20% 28% 29% 35% 50% I don't likeany type above Hammock café Café has special products (drink coffee and eat cup…) Pet café Self-serve café Café has original space/decoration Book café Total 7% 9% 23% 36% 33% 38% 54% Under 18-25 8% 8% 18% 22% 27% 31% 54% 26-30 10% 13% 15% 17% 23% 31% 47% 30-35 22% 9% 16% 18% 25% 36% 32% Over 35 BOOK CAFÉ IS THE TYPES OF SPECIAL CAFÉ PREFERRED THE MOST In these types of special café listed below, which one do you like more? N = 900 N = 429 N = 231 N = 132 N = 108 Over 35 group prefers café has original space/ decoration
  • 34.
    33 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 (COO - Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
  • 35.
    34 CONTACT US • Indonesia: oAddress: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (CMO – Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654