1/5 Vietnamese drink energy drinks eat least 4 times/week. Find more at: http://www.di-onlinesurvey.com/

1. STUDY ABOUT VIETNAM ENERGY DRINK
BY DI-MARKETING (www.di-onlinesurvey.com)
July, 2015

2. 1
SCOPE OF WORK
 This survey was conducted to study about the usage and attitude
of Vietnamese toward energy drinks.
 Methodology: Online survey
 Fieldwork time: 3 days (10/07/2015 to 12/07/2015)
 Sample size: N = 1,054
 Geography: 5 key cities
• Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho

3. 2
KEY FINDINGS
• Sting from Pepsi Co. is the most well-known energy drink
•TV commercials (79%) is still the most effective marketing channel
• Redbull – a product from Thailand - is dominating the industry
• Majority Vietnamese choose an energy drink brand because it is tasty (66%)
• Red dragon has the highest satisfaction while Number 1 gains the highest
ratio of loyal consumer
• 70% will introduce their energy drink brand to others
•1/5 population use energy drink at least 4 times/week and 1/3 of them
spend from $ 0.9 - $ 2.3 each time buying

4. 3
N=1054
DEMOGRAPHIC INFORMATION
6%
44%
27%
23%
Under 18
18-25
26-30
Over 30
Age
32%
68%
Male
Female
Gender
2%
3%
4%
17%
28%
45%
Can Tho
Hai Phong
Da Nang
Ha Noi
Other
Ho Chi Minh
Place
4%
5%
5%
6%
10%
10%
29%
31%
Job seeker/Retired
Housewife
Factory Worker
Others
Self-employed
Engineer/Doctor/Teacher
Officer
Student
Occupation

5. 4
9%
15%
16%
16%
16%
25%
36%
37%
52%
63%
81%
82%
84%
Carabao
Storm
Monster energy
X2
Rhino
Red Tiger
Wake-up 247
Lipovitan
Samurai
Red dragon
Number 1
Redbull
Sting
Total
4%
13%
17%
13%
13%
16%
30%
39%
52%
58%
79%
82%
83%
Ho Chi Minh
15%
18%
18%
23%
24%
36%
43%
34%
53%
58%
85%
81%
79%
Ha Noi
11%
17%
15%
16%
16%
31%
40%
37%
52%
71%
82%
81%
87%
Other
STING, REDBULL AND NUMBER 1 ARE THE MOST WELL-KNOWN
ENERGY DRINK IN VIETNAM
Which energy drink brands below are you aware of?
N=1054

6. 5
TV COMMERCIALS AND POINT OF SALES ARE MAIN SOURCES OF
BRAND AWARENESS
How do you know these brands?
79%
86%
80% 78%
76%
64% 63% 64% 65% 63%
45%
49%
40%
49% 48%
39%
34%
44% 44%
37% 37%
32%
41% 41%
31% 31%
28%
33%
38%
24%
17%
20%
27% 29%
5%
3% 3%
5%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total Under 18 18-25 26-30 Over 30
TV commercials I saw it at stores Friends/family suggest
Newspaper/magazine ads Online Ads from web, forums,.. Outdoor ads
Facebook ads Sale person introduce to me Others
N=1054

7. 6
REDBULL IS DOMINANT ENERGY DRINK INDUSTRY IN VIETNAM WITH
42% MARKET SHARE
which energy drink brand do you drink the most ?
N=721
0%
0%
0%
0%
1%
2%
2%
2%
2%
4%
18%
27%
42%
X2
Storm
Red Tiger
Carabao
Monster energy
Samurai
Wake-up 247
Rhino
Lipovitan
Red dragon
Number 1
Sting
Redbull
Total
0%
0%
0%
0%
2%
2%
2%
1%
3%
3%
12%
35%
41%
Ho Chi Minh
0%
0%
0%
0%
0%
1%
0%
5%
1%
3%
23%
17%
50%
Ha Noi
0%
0%
0%
0%
1%
2%
3%
1%
2%
6%
22%
24%
39%
Other
Sting is quite strong in Ho Chi Minh, while Number 1 is preferred by Hanoian

8. 7
REDBULL IS PENETRATING ENERGY DRINK MARKET WITH HIGHEST
MARKET SHARE AND BRAND AWARENESS
Which brands do you know?
Which brands do you use the most ?
84%
82% 81%
63%
52%
37% 36%
25%
16% 16% 16% 15%
9%
27%
42%
18%
4%
2% 2% 2% 0% 2% 0% 1% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
N=721
Awareness
Usage

9. 8
REDBULL CREATE A BIG GAP WITH OTHER PLAYERS IN
VIETNAM ENERGY DRINK MARKET
Sting
Redbull
Number 1
Red dragon
SamuraiLipovitan
N=721
Awareness
Usage
Low
Low
High
High
Which brands do you know?
Which brands do you use the most ?

10. 9
TASTY (66%) AND DISTRIBUTION (51%) ARE 2 MOST IMPORTANT
FACTORS FOR CHOOSING A BRANDS
Why do you choose that brand? (brand drink the most)
2%
3%
15%
18%
24%
24%
31%
38%
40%
42%
46%
47%
51%
66%
I don't use any
Other
Regular promotion
I like their amazing ads
Nice design/package
Friends/relatives' suggestion
Vitamin supply
Refill energy quickly
Trustworthy brand
Many people use this
Reasonable price
Help me stay awake
Good distribution
Tasty
N=721

11. 10
STING IS APPRECIATED FOR IT PRICE WHILE REDBULL IS CHOSEN
BECAUSE IT HELP STAY AWAKE
Why do you choose this brand ?
1%
1%
8%
12%
19%
16%
18%
24%
27%
41%
53%
33%
58%
69%
I don't use any
Other
Regular promotion
I like their amazing ads
Nice design/package
Friends/relatives' suggestion
Vitamin supply
Refill energy quickly
Trustworthy brand
Many people use this
Reasonable price
Help me stay awake
Good distribution
Tasty
N = 198
1%
2%
12%
16%
23%
25%
34%
44%
46%
43%
38%
51%
47%
66%
I don't use any
Other
Regular promotion
I like their amazing ads
Nice design/package
Friends/relatives' suggestion
Vitamin supply
Refill energy quickly
Trustworthy brand
Many people use this
Reasonable price
Help me stay awake
Good distribution
Tasty
N = 301
STING REDBULL

12. 11
NUMBER 1 IS CHOSEN BECAUSE OF ITS FLAVOR WHILE
WIDE COVERAGE AND PRICE ARE ADVANTAGES OF RONG DO
Why do you choose this brand ?
NUMBER 1 RED DRAGON
3%
3%
25%
26%
24%
29%
40%
44%
46%
48%
56%
52%
54%
67%
I don't use any
Other
Regular promotion
I like their amazing ads
Nice design/package
Friends/relatives' suggestion
Vitamin supply
Refill energy quickly
Trustworthy brand
Many people use this
Reasonable price
Help me stay awake
Good distribution
Tasty
N = 128
0%
0%
6%
16%
19%
26%
26%
13%
26%
19%
55%
45%
58%
48%
I don't use any
Other
Regular promotion
I like their amazing ads
Nice design/package
Friends/relatives' suggestion
Vitamin supply
Refill energy quickly
Trustworthy brand
Many people use this
Reasonable price
Help me stay awake
Good distribution
Tasty
N = 31

13. 12
30% Tasty
27% Good price
26% Good quality
8% Normal
6% Too sweet
5% Trustworthy
5% Satisfied
36% Good quality
24% Good price
24% Tasty
17% Expensive
5% Satisfied
4% Normal
33% Quality products
33% Good price
27% Tasty
7% Expensive
13% Satisfied
2% Normal
2% Distribution
What do you think about your most used brand? (spontaneously)
N= 721
GOOD PRICE AND FLAVOR ARE MOST FACTORS
TO WIN THE MARKET
52% Good price
35% High quality
29% Diversity and tasty
6% Expensive price
16% Good distribution
6% Less promotion
3% Normal

14. 13
80% ARE SATISFIED WITH THEIR CURRENT BRAND
How do you feel about your current energy drink brand ?
22%
13%
25% 28%
23%
27%
54%
57%
54% 47% 61%
57%
23%
30%
21%
23%
16% 14%
1% 0% 0% 2% 0% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Sting Redbull Number 1 Red dragon Other
N=721
Totally not satisfied
Not satisfied
Neutral
Satisfied
Totally satisfied
Number 1 has highest Top Box consumers’ satisfaction level with 28%

15. 14
ONLY 11% ARE LOYAL WITH THEIR CURRENT BRAND
1% 1% 0% 1% 0% 2%
19% 22%
19%
13% 16%
19%
38%
44%
33% 40%
45% 33%
32%
31%
36%
28%
26%
32%
11%
3%
12%
18%
13% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Sting Redbull Number 1 Red dragon Other
N=721
This is the only brand I use
I will prioritize this brand
I continue to use but still try
others
I will use this brand along
with other
I will change to another
brand
What is your intention of using this brands?
Number 1 owns highest ratio of loyal consumer with 18% comparing with other players

16. 15
CONSUMERS ARE DEMANDING BRANDS OFFER MORE
PROMOTION/DISCOUNT PROGRAM TO MAKE THEM HAPPIER
Are there anything make you feel unhappy with your current brand ?
3%
4%
5%
11%
20%
23%
35%
45%
Bad taste
Bad distribution
Untrustwothy
Awful design
Other
Expensive
Less product lines
Less discount
N=721
0%
2%
3%
7%
25%
15%
41%
49%
N=198
3%
3%
2%
8%
14%
29%
32%
49%
N=301
6%
0%
9%
22%
25%
19%
22%
34%
N=128
20%
20%
40%
0%
20%
20%
40%
40%
N=31
TOTAL
0%
20%
10%
20%
10%
40%
60%
30%
N=63
STINGREDBULL NUMBER 1 RED
DRAGON
OTHER

17. 16
RED DRAGON HAS THE HIGHEST SATISFACTION WHILE NUMBER 1
GAIN HIGHEST LOYAL CONSUMERS
Sting
Redbull
Number 1
Red dragon
N=721
Loyalty
Satisfaction
Surprisingly, although Sting from Pepsi Co has big market share, it’s consumers’ satisfaction
and loyalty indicator is the lowest one.
High
Low
HighLow

18. 17
What’s your ability of introducing your current brand to others?
70% WILL INTRODUCE THEIR CURRENT BRAND TO OTHERS
5%3% 3% 4% 2% 0%
6%
26% 32% 25%
20% 29%
21%
43%
49%
42%
40% 29%
43%
27%
16%
29%
38%
42%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Sting Redbull Number 1 Red dragon Other
N=721
Definitely recommend
Will recommend
Either recommend or not
Not recommend
Definitely not recommend

19. 18
How often do you use energy drink ?
1/5 USE ENERGY DRINK AT LEAST 4 TIMES/WEEK
9% 9% 10% 6% 10% 6%
8% 7% 10%
5%
10%
5%
19% 22%
21%
13%
13%
16%
18%
18%
18%
18%
16%
19%
26%
32%
23%
27% 19% 24%
8%
6%
8%
9%
23%
10%
12%
6%
11%
21%
10%
21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Sting Redbull Number 1 Red dragon Other
N=721
Everyday
4-6 times/week
2-3 times/week
Once/week
2-3 times/month
1 month/once
> 1 month/once

20. 19
1/4 SPEND FROM $0.5 - $ 0.9 EACH TIME BUYING ENERGY DRINK
How much do you spend each time buying energy drink ?
5% 5% 2%
6%
25%
30%
14%
24%
19%
19%
20%
18%
23%
23%
27%
22%
25%
20%
34%
26%
4% 3% 4% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Ho Chi Minh Ha Noi Other
N=721
Above $ 7.0
From $ 3.3 - $ 7.0
From $ 1.4 - $ 3.3
From $ 0.9 - $ 1.4
From $ 0.5 - $ 0.9
Under $ 0.5

21. 20
Where do you often buy energy drinks ?
SUPERMARKET AND GROCERY STORE ARE CHANNELS PEOPLE BUY
ENERGY DRINKS THE MOST
72%
75%
78%
66%
62%
58%
60%
67%
45%
54%
37%
39%
43%
34%
45%
52%
23%
17%
20%
30%
4% 6% 5%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total Ho Chi Minh Ha Noi Other
N=721
Supermarket
Grocery stores
Convenient stores
Beverages distributors
Market
Other

22. 21
When do you often drink energy drinks ?
55% DRINK ENERGY DRINKS ANYTIME THEY WANT
55%
52%
59%
54%
63%
47%
53%
49%
53%
63%
54%
51%
47% 47%
40%
59%
52%
46%
39%
51%
46%
36%
29%
36%
47% 48%
35%
3% 2%
7%
1% 1% 2%
0%
10%
20%
30%
40%
50%
60%
70%
Total Officer Student Engineer/Doctor
/Teacher
Self-employed Other
N=721
Anytime I want When I go to coffee shop When I feel tired
When I feel depressed When I do sport Other

23. 22
What you think about the statement “Drinking energy beverages is not good for health” ?
45% KNOW THE HARM OF DRINKING ENERGY BEVERAGES
REGULARLY. HOWEVER, THEY STILL USE IT
7% 6% 5% 9% 6%
8% 11%
5%
11%
10%
40%
46%
43%
41%
31%
34%
29%
34%
33%
39%
11% 9% 13%
7%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=721
Totally agree
Agree
Neutral
Disagree
Totally disagree

24. 23
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

25. 24
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

26. 25