This document contains a presentation by Team T009 for Lion Corporation's case competition in 2019. It analyzes the Vietnam market, identifies opportunities for Lion, and makes recommendations. Specifically, it finds that Vietnam has strong GDP and FMCG growth. It recommends Lion enter the personal care category of toothpaste, target modern trade and supermarket channels in urban areas, and focus its launch in Northern Vietnam while having contingencies for the South. The presentation aims to help Lion successfully penetrate the Vietnamese market with its health-focused products.

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Team T009
13/10/2019
NIELSEN CASE
COMPETITION 2019
LION CORPORATION

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AGENDA
MARKET OVERVIEW
CUSTOMER CHARACTERISTICS
PENETRATION STRATEGY
RECOMMENDATION

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1. MARKET OVERVIEW
6.70%
4.40%
4.50%
2.30%
1.20%
-0.20%
5.10%
1.70%
0.70%
2.50%
Thailand
Indonesia
Singapore
Malaysia
Viet Nam
FMCG MAT Q1’19 growth vs. YA
GDP Q1’19 growth vs. YA
Vietnam has the highest growth of GDP and FMCG compared with
countries where Lion Corporation has entered.
VIETNAM MARKET HAS A POSITIVE MOVEMENT OF ECONOMIC CONDITIONS

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1. MARKET OVERVIEW
THE POSITIVE CORRELATION BETWEEN UNIT VALUE GROWTH AND
VOLUME CHANGE DETERMINES A HIGH PURCHASING POWER
1.00%
1.60%
2.40%
2.80%
3.40%
4.40%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
MAT YA MAT TY
FMCG GROWTH TREND
Unit value growth Volume change Nominal Value Growth

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22%
43%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Global VietNam
% CONSUMERS STATING
HEALTH AS TOP 2
BIGGEST CONCERNS –
Q4’18
Global
57%
60%
56%
56%
57%
57%
58%
58%
59%
59%
60%
60%
61%
Believe in health
claims
Pay more when
having health
claims
% VIETNAMESE WITH
HEALTH CLAIMS ON
PRODUCTS PACKAGING
Vietnam

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2. CUSTOMER CHARACTERISTICS
VIETNAMESE CONSUMERS ARE WILLING TO PAY FOR PREMIUM PRODUCTS
0%
10%
20%
30%
40%
50%
60%
70%
High Quality
Superior
Performance
USP of Product
Sustainable Materials
Social Responsibility
Country Origin
PREMIUMIZATION TREND OF
CONSUMERS
ASIA PACIFIC VIETNAM

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• Lower-price
products from big
brand like
Unilever, P&G
• Healthcare concern
trend is raising in
Vietnam
• Business integration
• Investment in
environment
• Pressure on topline
and profitability
• High production
cost
• Diversity of product
related to healthcare
• Focus on Research &
Development
• High commitment to
sustainable development
STRENGTHS WEAKNESSES
OPPORTUINITIES
THREATS
LION CORPORATION OVERVIEW: an advanced daily healthcare company
Prepared for: [Client Name]
Source: XXXXXX
3. PENETRATION STRATEGY

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3. PENETRATION STRATEGY
SCORING SUPER-GROUPS TO NARROW DOWN
Still have (basing on
available products of
Lion) Value Contribution MAT YA Value Contribution MAT YA
Value Growth
vs YA MAT YA
Value
Growth vs
YA MAT TY
Total
score
Personal Care 20 10.32258065 10.16129032 5 10 55.48387
Household Care 10 10 10 10 10 50
Take Lion available categories according to super group of FMCG and the
following table into account to choose Personal Care

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3. PENETRATION STRATEGY
SCORING CATEGORIES TO FIND OUT THE FIRSTLY-BRING CATEGORY
Take Lion available categories of Personal Care and the following table into
account to choose toothpaste
Still have (basing
on available
products of Lion)
Value Contribution MAT
YA Value Contribution MAT YA
Value Growth
vs YA MAT
YA
Value
Growth vs
YA MAT
TY
Total
score
Personal wash 20 5.28189911 5.295857988 60 10100.5778
Toothpaste 30 4.065281899 4.201183432 50 15103.2665
Shampoo 10 10 10 10 10 50

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3. PENETRATION STRATEGY
MORDEN TRADE SHOWS SIGNIFICANT GROWTH IN FMCG
4.40%
1.90%
15.10%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
Vietnam (TT+MT urban) TT Vietnam MT urban
FMCG NORMINAL VALUE GROWTH

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3. PENETRATION STRATEGY
SUPERMARKET IS THE MOST SPEND CHANNEL
81%
86%
97%
51%
46%
0
5%
19%
34%
4%
0%
20%
40%
60%
80%
100%
120%
Trad. Grocery
store
Wet market Supermarket Minimart CVS
THE PENETRATION TREND OF SHOPPERS
Penetration percentage of shoppers Growth vs. YA
Traditional Trade Morden Trade

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4. RECOMMENDATION:
1 Vietnam is a potential market for Lion provided that its healthy products have
a good quality to maintain loyalty rate after a period entering market.
2 MT Urban should be focused to win in penetration stage.
3 North is the first choice to bring products into Vietnam. But we might take
risks here because of the harder approach to retailer channels and their
loyalty. So if North does not do well in short-term, Lion takes immediately
action to push into South, where customers are more willing to experiment.
4 Build brand love through word-of-mouth by banding marketing campaigns
and educating customers to use frequently heathy FMCG products.
5. By creating customer high-end images when they use premium products, in
long-term objectives, Lion should build a trend of purchasing heathy FMCG
products.

13. This artwork was created using Nielsen data.
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