Category(thể loại)

CSD Carbonated Soft Drink

RTDT Ready To Drink Tea
ED Energy Drink
SPO Sport Drinks
PW Packaged Water
JD Juice Drinks

Period
MAT Moving Annual Total (accumulated 12 months)
MAT TY MAT This Year
MAT LY MAT Last Year
MAT 2YA MAT 2 Years Ago

Market Break Down

Urban + Rural TT Urban + TT Rural + MT Urban
Total Vietnam TT Urban + TT Rural + MT Urban
TT Urban Traditional Trade Urban
TT Rural Traditional Trade Rural
MT Urban Modern Trade Urban
6 Key Cities in Urban (Hanoi, HCM, Haiphong, Cantho,
6 CTs
Nhatrang, Danang)

4 CTs Haiphong, Cantho, Nhatrang, Danang

North NE/NW + RRD

Central NCC + CH + SCC

South S.East + MKD

NE/NW North East Nort West
RRD Red River Delta
NCC North Central Coast
CH Central Highland
SCC South Central Coast
SE Sout East
MKD Mekong Delta
Is the sales channel where consumers do not consume
Off Premise their purchased products at the same store they purchase
Channel them, e.g. Traditional Grocery Stores, Beverage Stores,
Market Stall…
Is the sales channel where consumers do consume their
On Premise
purchased products at the same store they purchase
Channel
them, e.g. Restaurant, Coffee Shop, Eatery…
Fact Type ( loại thực tế )
Volume/Value Sales
Volume/Value % Share
Volume/Value Growth vs. YA
Volume/Value % Share of Trade
Numeric Distribution
Weighted Distribution
Vol S.P.P.D
Price Per Pack
Average Price
Average Price Index vs. Category

Brand Leverage ( tận dụng)

TOM
Spontaneous
Favourite
Total Awareness
Past 3 Months usage

Past 1 Month usage

Brand Use Most Often P3M

Bắc

5.0
10.0

5.0
15.0
ế)
c
Share of a brand/SKU on either total market or specific segment
% sales change from certain period vs. same period last year
% sales from certain channels/ markets out of total business
Represents the percentage of stores within the universe handling the product during the audit period
Represents the percentage of category turnover accounted for by those stores handling the product during the audit period
Sales Per Point of Distribution - Rate of Sale
Average retail selling price to the consumer
Value Sales/ Volume Sales
(Average Price of a product/ Average Price of Cateogry)*100
Background & Question
We are Action, a Japanese company, which has launched our Laundry products in Vietnam by exporting it from Tha
have manufacturing capability in Vietnam. Our product was being exported by entrepreneurs to Vietnam for over fi
noticed the business was getting big, so we decided to directly control the exports. In 2015, we also expanded mod
we have been focused on managing the distribution, but now we need to decide on our future strategy – build up
build production facilities in Vietnam. Therefore, we need to know how much further we can grow to understand i
domestic production facilities, or continue distributing from Thailand.
Since 2013, the biggest competitor, Big Brand dominate the Laundry category. Action would like to know the stro
Brand and how to fight back effetively to become market leader.
Analyze where our key opportunities for growth by region, channel and product. Let us know what distribution we
promotion we should conduct and what level is feasible to achieve in 1 year.
Finally, determine what our potential revenue will be in the next year.
Your team will be Action's consultant to provide market insights and recommendations for Action business plannin
You will present your report on powerpoint file with maximum 30 slides and write your analysis in the "Notes".
Your report should be based on desk-research information and data provided in the data set. Besides, you can acce
some relevant information. Please cite the sources of information in each slide.

2008 2013 2014

exporting fdirectly export
Laundry grow big expanded modern trade stores

1 Big Brand dominate Laundry

> market leader
2 region - channel - product
3 target distribution - promotion
4 potential revenue
nam by exporting it from Thailand because we do not
eneurs to Vietnam for over five years. In 2013, we
2015, we also expanded modern trade stores. Since then
ur future strategy – build up our export structure or
we can grow to understand if it is worth investing in

would like to know the strong and weak point of Big

s know what distribution we should target, which

s for Action business planning & strategy

r analysis in the "Notes".
ata set. Besides, you can access other sources to refer

2015
how much further can grow?
panded modern trade stores
FOR ACTION'S PORTFOLIO

Value Sales ('Million VND)

Action's Portfolio Cross
Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14
Categories
Action Laundry 73.79 98.69 98.69 190.22 212.13 262.84 282.10
Action Teeth 22.87 23.68 23.68 23.50 22.85 23.70 24.16
Action Skin 9.13 9.55 9.55 9.57 10.46 10.45 10.32
Total Vietnam Action Dish 0.25 0.28 0.28 0.21 0.10 0.22 0.14
Action Face 0.27 0.32 0.32 0.70 0.75 0.48 0.87
Action Skin 0.19 0.19 0.19 0.41 0.28 0.30 0.19
Action Hair 28.62 27.83 27.83 28.41 28.28 28.25 27.50

FOR LAUNDRY
Value % Share
Brands in Laundry Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14

Action 3.6 5.1 5.1 9.8 11.6 14.1 14.9

Big 68.4 66.7 66.7 62.6 62.1 60.4 59.1
Total Vietnam Cheapo 2.8 2.9 2.9 2.8 2.6 2.6 2.5
Dirtygone 6.3 6.9 6.9 6.0 5.7 5.5 5.1
Extreme 1.9 2.5 2.5 5.0 5.2 4.4 4.5
Action 0.5 0.6 0.6 1.8 2.2 2.9 2.6
Big 68.8 70.0 70.0 64.1 63.2 65.2 60.8
MT Urban: growth
Cheapo 1.8 1.8 1.8 2.2 1.9 2.0 2.4
ground for Action
Dirtygone 3.8 3.9 3.9 2.8 2.8 2.6 3.1
Extreme 5.2 7.9 7.9 13.6 13.7 10.8 12.9
Action 2.9 4.2 4.2 6.0 6.9 8.4 8.5
Big 64.5 63.0 63.0 61.6 61.7 59.8 59.7
TT Urban Cheapo 2.1 2.0 2.0 2.0 2.1 1.7 1.8
Dirtygone 7.1 7.4 7.4 6.7 6.4 6.1 6.3
Extreme 3.3 3.6 3.6 6.7 6.7 6.6 6.3
Action 4.5 6.4 6.4 13.7 16.3 19.8 21.3
Big 70.4 68.1 68.1 62.9 62.1 59.8 58.4
TT Rural Cheapo 3.3 3.5 3.5 3.5 3.1 3.2 2.9
Dirtygone 6.4 7.1 7.1 6.2 5.9 5.6 4.8
Extreme 0.6 0.9 0.9 2.3 2.5 1.9 1.7

Value % Share
Big Action Cheapo
MAT
MAT 2YA MAT LY MAT TY MAT LY MAT TY MAT 2YA MAT LY
2YA
TT Off NE/NW Rural 75.3 66.1 58.0 8.0 18.5 25.3 0.7 0.9
TT Off RRD Rural 73.4 65.4 62.2 11.8 19.4 23.6 1.1 1.4
TT Off NCC Rural 67.3 57.2 50.7 14.8 24.1 27.7 0.7 0.7
TT Off CH Rural 58.0 51.3 50.4 13.5 23.1 26.1 6.5 6.6
TT Off SCC Rural 54.5 49.6 46.3 19.5 27.1 31.9 5.8 5.0
TT Off SE Rural 51.0 48.5 45.5 28.8 32.9 31.1 2.5 2.7
TT Off MKD Rural 50.6 45.6 43.4 20.4 28.2 29.2 6.7 4.7
TT Off NE/NW Urban
67.8 69.0 61.8 3.7 6.0 4.6 1.5 1.0
TT Off RRD Urban 69.9 63.5 59.5 2.9 5.1 7.2 0.4 0.5
TT Off NCC Urban 64.2 60.0 59.5 3.6 5.9 6.6 0.1 0.3
TT Off CH Urban 65.7 63.0 59.2 1.7 1.7 3.4 3.7 3.9
TT Off SCC Urban 64.9 67.1 65.7 3.8 5.4 8.9 1.3 1.5
TT Off SE Urban 58.4 56.6 52.9 8.8 9.7 12.1 2.3 3.1
TT Off MKD Urban 46.9 46.8 47.3 13.7 16.8 17.3 4.3 4.0

Value % Share
Value % Share - Total Vietnam
MAT PACKSI
BRAND PACKSIZE MAT LY MAT TY BRAND MAT 2YA MAT LY
2YA ZE
Big 100 1.93 1.45 1.04 Action 360 NA 0.23
Big 1200 2.05 1.46 1.20 Action 4100 NA 0.71
Big 2700 1.69 1.20 0.97 Action 720 NA 0.51
Big 3000 9.75 7.38 5.70 Action 3000 0.08 0.09
Big 360 1.40 1.60 1.07 Action 1500 0.18 0.44
Big 400 14.96 13.11 10.11 Action 3000 2.06 2.73
Big 4100 2.74 2.17 2.31 Action 400 2.53 3.07
Big 4500 3.52 6.17 7.69 Action 4500 3.66 3.78
Big 5500 1.58 1.31 1.06 Action 6000 0.92 1.45
Big 6000 1.41 2.11 2.65 Action 800 3.11 4.62
Big 720 1.71 1.75 1.44 Action
Big 800 11.99 9.75 9.28
hỏi thêm ý kiến

Numeric Distribution
Big Action Cheapo

MAT 2YA MAT LY MAT TY MAT 2YA MAT LY MAT TY MAT 2YA MAT LY

TT Off NE/NW Rural 88 82 79 31 34 43 13 7

TT Off RRD Rural 75 76 77 17 28 33 4 5
TT Off NCC Rural 87 83 78 30 35 41 3 4
TT Off CH Rural 96 93 92 28 45 50 27 27
TT Off SCC Rural 92 88 87 29 42 51 33 30
TT Off SE Rural 89 87 84 54 62 65 17 18
TT Off MKD Rural 77 75 75 36 46 53 41 39
TT Off NE/NW Urban 70 66 65 9 11 6 11 5
TT Off RRD Urban 66 66 65 7 11 17 2 2
TT Off NCC Urban 68 66 66 6 10 15 1 2
TT Off CH Urban 80 78 77 4 8 14 10 10
TT Off SCC Urban 81 80 80 8 11 17 8 7
TT Off SE Urban 79 80 81 25 30 36 9 9
TT Off MKD Urban 79 76 77 37 41 42 34 28

Numeric Distribution gấp bn lần (số cửa hàng)

 BRAND BASESIZE MAT 2YAMAT LY MAT TY
Action 4500 14 15 14
Dirtygone 4500 0 1 3
Big 4500 21 29 33
Cheapo 4500 4 9 10
Action 400 26 29 31
Dirtygone 400 1 1 1
Big 400 82 80 77
Cheapo 400 8 18 19

Total Vietnam - Average Price Index vs Category Total Vietnam - Price Per Pack
PACKSI
MAT 2YAMAT LY MAT TY Action Big
ZE (g)

Total Laundry 100 100 100 90 4,712

Total Action 96 97 98 100 5,017
-Action Scented Powder NA 108 107 stick in 250
-Action Regular Powder 96 97 97 400 16,289 16,940
Total Big 108 107 106 800 32,406 33,585
-Big Baby Liquid 135 1200 49,354
-Big Scented Liquid 146 139 136 1500 59,194
-Big Regular Liquid 149 140 137 2200
-Big Regular Powder 105 104 102 3000 110,306 113,392
-Big Scented Powder 107 108 108 4500 159,172 167,555
-Big Baby Powder 111 6000 205,152 207,194
Cheapo 71 74 76
Dirtygone 79 79 77
Extreme 168 147 132
 Chart Title
Q4'14 Q1'15 Q2'15 Q3'15 Q4'15
400.00
308.37 352.34 355.50 373.42 376.36 350.00
22.72 21.21 23.23 24.82 25.02 300.00
10.00 10.06 9.72 10.89 12.39 250.00
0.03 0.05 0.58 2.32 11.45 200.00
0.64 0.61 0.53 0.27 0.15
150.00
100.00
0.09 0.05 0.03 0.02 0.02
50.00
27.90 27.08 26.78 26.17 25.21
0.00
Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q

Action Laundry Action Teeth Action Skin

Action Face Action Skin Action Hair
thị phần
Q4'14 Q1'15 Q2'15 Q3'15 Q4'15
why Total VN not equal the sum of 3
15.5 17.4 18.4 19.4 19.1
56.5 56.6 56.2 54.2 54.4
2.5 2.3 2.5 3.0 3.4
5.0 4.4 4.4 4.8 4.6
5.9 5.4 5.4 5.4 5.8
2.7 2.7 3.7 5.3 6.0
53.3 56.4 57.3 56.0 57.6
2.1 2.4 2.5 2.9 3.0
3.7 3.2 3.3 4.4 4.4
20.1 17.9 17.8 15.4 13.5
8.2 8.3 9.2 10.4 10.6
58.6 59.4 57.4 56.0 56.0
2.2 2.3 2.5 2.8 2.7
6.4 5.9 6.2 6.7 6.6
7.2 7.3 7.6 7.5 8.2
22.4 25.3 26.5 27.2 27.2 Action products perform well in rural and TT Channel
55.8 55.0 55.2 52.8 52.7
2.7 2.3 2.5 3.2 4.0
4.4 3.7 3.6 3.8 3.4
2.4 2.2 1.7 2.3 2.7

Value % Share of Trade

Cheapo Dirtygone Value Share of Trade

MAT TY MAT 2YA MAT LY MAT TY Big Action

3.5 4.4 2.9 2.5 TT Off NE/NW Rural 15.3 17.8

2.2 5.0 3.9 3.3 TT Off RRD Rural 4.3 4.4
2.4 4.2 2.8 1.8 TT Off NCC Rural 8.5 12.4
6.5 5.4 4.4 3.7 TT Off CH Rural 3.0 4.1
5.7 3.4 2.3 1.4 TT Off SCC Rural 3.7 6.9
3.8 4.4 3.3 2.5 TT Off SE Rural 8.0 14.6
5.8 10.2 6.6 6.3 TT Off MKD Rural 10.1 18.1
 TT Off NE/NW Urban
1.3 7.9 3.3 4.4 0.3 0.1
1.2 2.4 1.7 1.8 TT Off RRD Urban 10.1 3.3
0.9 10.8 8.0 7.3 TT Off NCC Urban 0.8 0.2
6.0 9.6 11.5 13.1 TT Off CH Urban 0.4 0.1
2.2 8.1 7.0 6.6 TT Off SCC Urban 2.2 0.8
3.5 5.8 6.0 6.6 TT Off SE Urban 18.2 11.2
4.2 17.6 17.7 17.3 TT Off MKD Urban 3.2 3.1

Value % Share
Value % Share - Total Vietnam
PACKSI MAT
MAT TY BRAND MAT LY MAT TY BRAND PACKSIZE MAT 2YA MAT LY
ZE 2YA
0.53 Cheapo 100 0.00 0.00 0.00 Dirtygone 2400 0.26 0.24
1.67 Cheapo 2200 1.03 0.71 0.68 Dirtygone 260 0.37 0.24
0.92 Cheapo 250 0.49 1.00 0.77 Dirtygone 300 0.34 0.32
0.10 Cheapo 300 1.22 0.06 0.00 Dirtygone 3000 0.16 0.18
0.49 Cheapo 3800 0.32 0.12 0.01 Dirtygone 400 0.02 0.05
3.37 Cheapo 400 0.43 1.32 1.11 Dirtygone 4000 0.06 0.03
3.32 Cheapo 4500 0.01 0.25 0.29 Dirtygone 4500 0.01 0.14
3.37 Cheapo 550 1.69 0.12 0.02 Dirtygone 560 0.34 0.21
1.78 Cheapo 6000 0.01 0.11 0.46 Dirtygone 600 0.12 0.07
4.11 Cheapo 800 0.39 0.95 1.01 Dirtygone 6000 0.44 0.72
Dirtygone 800 0.01 0.02
Dirtygone 90 0.11 0.08

Cheapo Dirtygone

MAT TY MAT 2YA MAT LY MAT TY

9 36 24 17
5 17 20 15
5 23 16 10
27 48 32 30
27 20 16 13
20 35 28 23
33 49 39 37

5 27 23 23
3 15 12 11
3 31 28 28
14 47 43 47
8 32 30 29
10 38 40 40
24 70 68 68
Price Per Pack

Cheapo Dirtygone

3,130
3,250
5,400 8,303
15,988 12,915
31,120 24,649
33,638

57,040 61,190
103,209
161,132 125,471
152,391 155,230
Chart Title

Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15

tion Teeth Action Skin Action Dish

tion Skin Action Hair

rural and TT Channel

MAT TY

0.28
0.14
0.32
0.20
0.03
0.01
0.61
0.13
0.11
1.12
0.16
0.05
Volume Sales in Units of Action - Total Vietnam
Action 800g Action 3kg Action 4.5kg
Aug'14 Sep'14 Aug'14 Sep'14 Aug'14 Sep'14
Total Items 464,923 564,563 89,828 136,644 126,866 157,191
Items which have promotion
Chart Title
151,773 321,633 42,120 91,442 72,398 115,103
Normal 600,000 313,150 242,930 47,708 45,202 54,468 42,089

500,000

400,000

300,000

200,000

100,000

0
1
Feedback from Retailers on Action Promotion 2 3 4 5 6
There’s a basket promotion when
Items which buying
have from 800g
promotion up
Normal
Many customers request Action in Sep’14, I introduced it because I participate in a display
program, and I purchased a lot because of big trade discount
I purchase only when I’m OOS. Some months it sells, some months it doesn’t

Value % Share - Total Vietnam

MAT 2YA MAT LY MAT TY

Big's Items which have promotion

1.2 1.1 2.7

In Home Usage Study Result:

bọt nhiều, giặt số lượng nhiều
 Promo items:

participate in a display