NIELSEN RECRUITMENT

TEST
CASE STUDY 3

Presenters Name
Date
Copyright 2012 The Nielsen Company. Confdental and proprietary.

INTRODUCTION TO TEST
Thank you for partcipatng in this test!
The purpose of this test is to explore your ability to understand data and also how
well you can communicate the implicatons of the informaton

This test is designed to be a real life situation. You will be a Nielsen

consultant commissioned by reviewing the performance of your clients
brands
There will be a series of slides containing informaton. Your job will be to
interpret the information and provide the client with a summary of
conclusions and recommendations. You will be asked questons by the
audience, just like a real results presentaton!

If you have any questons or do not understand the instructons, please do ask us,
well be happy to explain further

Good luck!
2
Copyright 2012 The Nielsen Company. Confdental and proprietary.

LAST IMPORTANT NOTE

Think about how you organize your presentaton

Carefully consider how you organize slides and add in your own thoughts
to make a smooth and clear presentaton

3
BACKGROUND
 ABOUT YOUR CLIENT: BLUE
Blue is the leading manufacturer in the Vietnamese Cheese market. As the leader, it
wants to further develop the category and drive more purchases, especially in
modern trade channel, where it is weakening now.

The core products of Blue are Blue X and Blue Y which are processed cheese and in
portoned packages. Processed cheese is the biggest segment in the market (94%).

Core value of Blue is: Nutriton and Kids

Blue has implemented a price cut strategy in Aug 2012 and featured TVCs about this
program. They also organized sampling events at parks, houses, the zoo, etc. They
even built a website with an exclusive secton to introduce new recipes that can utlize
Blue Cheese.
Copyright 2012 The Nielsen Company. Confdental and proprietary.

Nature is threatening Blue in Modern Trade and it is Natural cheese

Green is a new launch manufacturer and its gaining share impressively especially in
Traditonal Trade and it has the same format as Blue (porton, processed)

5
FINDINGS
 FMCGDepartment Volume%GrowthvsYA
FMCGDepartment - Volume%GrowthvsYA(VietnamTotal 6citiesTT)| PeriodEndingAPR13| Shareof Sum(PROD)

Note: FMCG Fast moving consuming goods

Copyright 2012 The Nielsen Company. Confdental and proprietary.

7
 Expected 3 key factors of company growth

2011 2nd half 2012 2nd half

Increased consumer demand in
your existing categories/ industry 79 Increased consumer demand in your 79
existing categories/ industry

Expansion to secondary cities/ rural Expansion to secondary cities/ rural

areas 52 areas 74

Expansion to new categories/ 50 Expansion to new categories/ 53

industries industries

Increased marketing expenses 44

Increased marketing expenses 36
Copyright 2012 The Nielsen Company. Confdental and proprietary.

Mergers and acquisitions 23 Expansion to modern trade channel 26

Expansion to modern trade channel 21 Mergers and acquisitons 9

Increased exports to Increased exports to

21 overseas markets 3
overseas markets

Q11b: What do you think are the 3 key factors of growth for your company for the next 12 months? Base: ALL RESPONDENTS 8
Source: Nielsen Shopper Trend 2013
 CHEESE SEGMENT IN REGION

Block: 62% Block/Natural: 37%

Block: 62% Block/Natural: 37%
Slices: 33% Singles: 63%
Slices: 33% Singles: 63%
Can: 3% Process: 94%
Can: 3% Process: 94%
Porton: 2% Natural: 5%
Porton: 2% Natural: 5%
Jar: 1% White: 1%
Jar: 1% White: 1%

Porton: 83%
Copyright 2012 The Nielsen Company. Confdental and proprietary.

Porton: 83% Process: 73%

Hard: 5% Process: 73%
Hard: 5% Natural: 22%
Slices: 3% Natural: 22%
Slices: 3% Cream: 5%
Cheddar: 44% Cream: 5%
Cheddar: 44%
Cream cheese: 11% Plain: 96%
Cream cheese: 11% Plain: 96%
Mozzarella: 6% Flavor: 4%
Mozzarella: 6% Plain: 28%
Parmesan: 4% Flavor: 4% Plain: 28%
Parmesan: 4% Flavor: 72%
Value Share MAT TY Flavor: 72% 9
 Note: SPPD Sales per point of distributon a key measure of consumer support per
1% of distributon. Distributon Availability of the product

KPI performance across categories Nationwide MATTY

Sales Per Point of Distributon
Copyright 2012 The Nielsen Company. Confdental and proprietary.

We are here

Distributon

Value (Mil.Vnd): Bubble Size

10
 Note: PP Previous period. Volume share of trade Volume contributon of channel.
MAT TY Sum of latest 12 months. MT Modern trade. TT Traditonal trade

Total cheese performance in nationwide

Category sales trends and growth: By City
Total Category - Volume Sales ('000 Kg/L) | Period Ending APR13 | Share of Total Category

73%
Copyright 2012 The Nielsen Company. Confdental and proprietary.

27%

% Volume Share of Trade

11
 Manufacturer Share of Trade MAT
Volume % Shr Of Trade | Period Ending AUG13 | Share of Total Category

Manufacturer ShareofTradeMAT Manufacturer ShareofTradeMAT M M

anufacturea
rnuh
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acr
te
uro
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Thar
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fT
Ara
TdeMAT Manufacturer ShareofTradeMAT Manufacturer ShareofTradeMAT
Volume%ShrOf Trade| PeriodEndingAPR V
13| Shorlu
a em
ofe
T% S
otalh
Cra
O fg
teTrra
o yde| PeriodEndingAPR13| SharV
eo
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Ca
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ryTrm
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de|S
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rr
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yae
te%
goS
ryhrOf Trade| PeriodEndingAPR13| Shareof TotV
aolu
lCame
te %
goryShrOfTrade| PeriodEndingAPR13| Shareof Total Category

Value share of trade across categories Latest 10 months .vs previous period
Copyright 2012 The Nielsen Company. Confdental and proprietary.

ex(<<Viet N S
am>>o
)u
,rd
ce
a :A
ta C
toN
Aie
PRls
1e
3n| Retail IndexS
(<<
ou V
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n ,e
dtail
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Ino AP
ex R
(<<1
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iet Nam>>), datatoA
SPo
Ru
1r3
ce: ACNielsen|Retail Index(<<Viet Nam>>),datatoAP
SRo
1u
3rce: ACNielsen|Retail Index(<<Viet Nam>>), datatoAPR13

Noted: other categories: MT HCM+HN, TT HCM+HN 12

 Manufacturer Share Top 10
Volume % Share | Period Ending APR13 | Share of Total Category

Performance by pack size for total cheese

Total Cheese
Copyright 2012 The Nielsen Company. Confdental and proprietary.

13
 Note: Blue had 2 TVC for price cut in Jul 12 and Nov 12

Manufacturer Share Top 10

Nationwide - Volume Sales ('000 Kg/L) | Period Ending APR13 | Share of Total Category
Top N Val for MAT TY | Total Mkt

Trad. Trade HCM - Volu

Top manufacturers performance in MT and TT

MT HCM (MT Partial) - V

Manufacturer Share Top 10

HCM (TT+MT Partial) - Volume Sales ('000 Kg/L) | Period Ending APR13 | Share of Total Category
Top N Val for MAT TY | Total Mkt

Price TVC
Price TVC

TT

MT HCM (MT Partial) - Vo

MT
Copyright 2012 The Nielsen Company. Confdental and proprietary.

Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to APR13

Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to APR13

14
 Note: SPPD Sales per point of distributon a key measure of consumer support per 1% of
distributon. Weighted Distributon (%) how importance (based on turnover of retailers) of
the stores where product is available. Numeric Distributon (%) availability (based on % of
stores) of the product

Brand Share Trends and 2 Fact Comparison

Top Blue SKUs KPI performance in MT
MT - Numeric Distribution | Period Ending APR13 | Share of Total Category

Val share based on

total category - MAT TY
In MT:
Blue X: 12%
Blue Y: 45%

In TT:
Blue X: 8%
Blue Y: 88%
Copyright 2012 The Nielsen Company. Confdental and proprietary.

data to APR13
15
 Brand Share Trends and 2 Fact Comparison
MT - Numeric Distribution | Period Ending APR13 | Share of Total Category
Top N Val for MAT TY | Each Mkt

Natures portfolio performance in MT

Key Brand Portfolio

MT - Value % Share | Period Ending APR13 | Share of Total Category
Top N Val for MAT TY | Each Mkt
Copyright 2012 The Nielsen Company. Confdental and proprietary.

16
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to APR13
 PriceVsVolumeTrends PriceVsVolumeTrends
Off HCMTT- AveragePrice(Dong/gm-ml) |PeriodEndingAPR13| Shareof Total Category Trad. TradeHCM- AveragePrice(Dong/gmHC
-m M
l) |T
PT
er-io
AvE
der
na
dge
in
PriceVsVolumeTrends
Off HCMTT-AveragePrice(Dong/gm-ml) |PeriodEndingAPR13| Shareof Total Category

Price trend across food and milk based categories in Nationwide

PriceVsVolumeTrends
Trad.TradeHCM- AveragePr
ice(Dong/gm-ml) | PeriodEndingAPR13| ShareofTotalCategory

HCM (TT+MT Partial) Average Price (Dong/gm-ml)

+16%

-10%

+6%
+6% +6% +6% +4% -6%
Copyright 2012 The Nielsen Company. Confdental and proprietary.

Source:ACNielsen|Retail Index(<<VietNam>>), datatoAPR13

Price change vs. YA
Source: ACNielsen| Retail Index(<<Viet Nam>>), datatoAPR13 Source: ACNielsen|Retail Index(<<V S
ietou
Nra
cm
e:>
AC
>N
),id
ea
lsen
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AP a1
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Index(<<VS
ie
otu
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ae
m:A
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),ie
dls
ata
ento
|R
Ae
Pta
Ril13
Index(<<Viet Nam>>), datatoAPR13

Source: ACNielsen|Retail Index(<<Viet Nam>>), datatoAPR13

17
 Price trend across top cheese manufacturers in Nationwide
Price Vs Volume Trends
Nationwide - Average Price (Dong/gm-ml) | Period Ending APR13 | Share of Total Category
Top N Val for MAT TY | Each Mkt

+1% +13%

-10% +4% +0%

+4%
Copyright 2012 The Nielsen Company. Confdental and proprietary.

Price change vs. YA

Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to APR13

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 Relative Share 2 Items
Bel - HCM (TT+MT Partial) | Period Ending APR13 | Share of Total Category

RelativeShare2Items
Bel - HCM(T
T+MTPartial)| PeriodEndingAPR13| Shareof Total Category

Price elasticity of Blue Y 125gm in Nationwide

Copyright 2012 The Nielsen Company. Confdental and proprietary.

Vol growth Apr13 vs. Jun12

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 Relative Share 2 Items
Teama Milk Processed Cheese Regular Plain 8's - HCM (TT+MT Partial) | Period Ending APR13 | Share of Total Category

RelativeShare2Items
Bel - HCM(T
T+MTPartial)| PeriodEndingAPR13| Shareof Total Category

Price elasticity of Teen X 120gm in Nationwide Price elasticity of Country X 120gm in Nationwide
Copyright 2012 The Nielsen Company. Confdental and proprietary.

20
 Source: Nielsen Omnibus 2013
Top reasons to visit Traditional Grocery Store and Supper Market

C o nve n i e n c e Va r i et y
1 Saves
Saves tme:
tme: quick
quick choice,
choice, quick
quick payment
payment
1 They
They have
have greater
greater variety
other
variety of
other stores
of products
stores type
type
products than
than

2 ItIt isis near

near my
my house/
house/ near
near my
my office
office
2 There
There are
are high
high quality,
quality, premium
premium products
products

3
Copyright 2012 The Nielsen Company. Confdental and proprietary.

II can
can tell
tell the
the shop
shop owner
owner which
which items
items to
to
buy, no need to park the vehicle and come
buy, no need to park the vehicle and come

P r i c e / P ro m o ti o n P r i c e / P ro m o ti o n
4 They
They have
have the
the lowest
lowest prices
prices
3 There
There are
are good
good // lots
lots of
of promotons
promotons

21
 SHOPPERS SHOP LESS FREQUENT AND TEND TO STOCK MORE
Shopping frequency
Shopping frequency is reduced
from weekly (64% on 2011) to Weekly

fortnightly (59% in 2012)

Every
As a result, there has been a 2 weeks

slight increase (from 22% in

2011 to 28% in 2012) in Source: Nielsen Shopper Trends Study 2012
Base: All Supermarket shoppers (n = 1500)
stocking/restocking in term of
shopping trip purpose
Copyright 2012 The Nielsen Company. Confdental and proprietary.

Base: Hypers/Supers
Ref: Q95

22
Source: Nielsen Shopper Trend 2013
Copyright 2012 The Nielsen Company. Confdental and proprietary.

Household care Personal care Food & beverage Milk

55%: Buy bigger packs 41%: Purchase more on 36%: Change channel to
to save money
41%: Purchase more
promoton save money
on promoton
50%: Purchase more 27%: Buy bigger packs 36%: Purchase more on
on promoton to save money promoton 27%: Buy bigger packs
36%: Trade down to 27%: Change channel to 32%: Buy bigger packs to to save money
cheaper products save money save money
27%: Change channel
32%: Change channel 27%: Purchase more local/ to save money
to save money Vnese brands
27%: Purchase more
local/ Vnese brands

Q16b.Over the next 6- 12 months, how do you antcipate Vietnamese consumers will change their purchasing
behavior towards each category below? 23
Source: Nielsen Shopper Trend 2013
Copyright 2012 The Nielsen Company. Confdental and proprietary.

Promotional Sensitivity

Base: All Supermarket shoppers

Ref: Q23
24
Source: Nielsen Shopper Trend 2013
THANK YOU