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Agenda
Present consumer reality and confidence spend Areas of spend / areas of saving Confidence Consumer Modern retail not growing very fast due to What and where consumers spend The growth of Modern vs traditional trade Drivers of growth Hindrances of growth Luxury myth % whom have bought luxury items Definition of luxury Consumer misperception of luxury
79 68
4
Source: TNS CCIP 2008 2012 urban only
Value of the Vietnamese dong Employment The cost of living Vietnam's economy Foreign investment My personal standard of living
2012 = 68
51
44 30
2011 = 79
15
26 20 21 13 7 5 27 42 43
34
57
42 43
25
36 36 58 41 51
16
29
34 20 13 Worse
41
35 38 48 Same
30
32 35 39 Better
Mid 2012
68
20
12
Early 2011
76
17
Employment Concerns
Will unemployment rise or fall in 2012 in Vietnam?
Mid 2012
25
69
Early 2011
30
54
Will see a fall in unemployment Will see a rise in unemployment Same/ Don't know
16
Consumers savings
Roughly how much of your monthly income do you save?
++
Mid 2012 32 26 23 18
Early 2011
55
18
14
13
Up to 5%
5% - 10%
10% - 20%
Not only savings but the percentage consumer are saving has risen sharply
8
Source: TNS CCIP 2011 2012 urban only
Education Health care products/services Food & beverages products Personal care products Household utilities House hold care products
47 46
46 43
7 12
37
32 32 27 25 25 24 52 58 55 52 54 56
55
15 14 16 23 17 21
24
20 More
59
65 Same Less
17
15
out
47% of all spend is still spent on Food What is the mix of food versus other items at modern retailers?
2011 TNS
Ha Noi
38
35 20
16
20
5 7 0 2
Citimart
10
4
Co-op Mart Big C Metro
2
Maximark
2 3
Parkson
1
Vincom
0
Fivimart
Lotte Mart
Nationally Big C followed by Metro are the most frequented outlets Note low penetration of high end venues
Source: VietCycle 2011 Base: HCMC & Hanoi
2008-09
2009-10
2010-11
13
Gender
Living in Age between
18
Source: TNS VietCycle 2011 Urban only
2008
2011
10
14
Slow growth indicates that luxury is still well out of reach for most consumers
Source: TNS VietCycle 2011 Urban only
19
15,000,001 40,000,000
B 9%
13,500,001 15,500,000
2,500,001 5,500,000
C 31%
D 25%
5,500,001 8,500,000
A1 A B
1.5%
3.9%
5.6%
C
D
11%
15%
E F
29%
34%
Premium price Premium quality Unique design Used by famous people Hard to find Country of origin Limited edition Exclusive
60 56 36 32 26 23 18 14
Vietnam Luxury = Price & Quality, Western World Luxury = Exclusive & Country of origin
Source: TNS VietCycle 2011 Urban only
22
65
2008
60
58 45 57
2011
52
42
44
39
44
35
27 21
26
Playing golf
Until end of 2011 boutique shopping & overseas leisure travel were on the rise as luxury past-times
Source: TNS VietCycle 2011 Urban only
23
HCMC
82
Hanoi
63 46
18
22 13 6 9
52
44
26 21
Premium quality
Premium price
Country of origin
For Hanoians luxury perceptions are much higher than in HCMC , except for Quality
10
PREPARED FOR DIAGEO
2011 TNS
15
13
Cars
Clothes
Jewelry
Furniture
2011 TNS
Premium brands
iPhone / Apple
Toyota
Sony
Honda
Gucci
23%
22%
22%
14%
11%
13%
10%
13%
10%
8%
7%
4%
4%
9%
5%
25
PREPARED FOR DIAGEO
2011 TNS
Retail Synopsis
Due to the below factors, retailing is not what it is supposed to be.
NAT is limiting value/volume retail from opening up
High Inflation
High rents High product cost restrictive to consumers Wrong mix of retail outlets all premium and not in line with consumer affordability
30
PREPARED FOR DIAGEO
Retail Solution
Many products under one roof at affordable prices Must offer reasonable prices to entice consumers Must offer right mix of consumer basket needs Must offer grocery / food & beverage outlets Location - Location - Location www.tnsglobal.com www.tnsvietnam.vn 31
PREPARED FOR DIAGEO