Carbonated Drink Viettrack

7/23/2019 Carbonated Drink Viettrack

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Market research top-line Oct. 2012

HCMC HA NOI DA NANG

Men’s behavior & drinking habit

THEME:



About:

Viettrack is a monthly consumer research report of FTA Research & Consultant, aims to deliver

opinions, evaluations and perceptions of consumers about various topics including economic

situation, new trends, products & services etc.

We do hope that Viettrack could help producers and marketers feel the breath of consumers,

from which find out the most appropriate way to satisfy the consumers’ needs which is

increasingly sophisticated.

Viettrack is done according to ISO 20252:2006, the international quality standard in market

research and ESOMAR code of conduct.

Viettrack - October 2012:

Sampling size : N=300;

HCM = HN = DN = 100

Sex: Male

Economic class: ABCD

Age: 18 - 49



Product usage

88

98

62

95

83

90

44

93

99

62

90

20

77

49

73

9

70

87

48

85

14

58

33

63

5

58

72

Wine

Beer

Draught Beer

Energy Drink

Fruit juice

Instant coffee

RTD Coffee

RTD Tea

CSD

Drank before Drank in the last 3 months Drank in the last 1 month

96

98

61

100

99

97

49

99

99

58

89

18

84

79

80

17

85

93

33

81

11

52

55

66

9

64

73

98

100

72

99

91

98

64

94

100

87

94

24

86

40

85

7

52

88

85

91

22

81

37

80

5

51

86

69

95

52

86

60

76

18

86

97

42

88

18

62

29

55

2

74

80

27

82

10

42

8

43

60

58

Overall HCMC Hanoi Danang

N=300 N=100 N=100 N=100

Beer, instant coffee and CSD are the most popular drink toward male customers.It seems to be wine and energy drink are more preferred in Hanoi comparing to HCMC and

Danang.



Time of usage

3

18

16

75

42

19

12

14

17

13

63

67

12

50

73

72

33

46

42

38

52

12

58

54

78

72

67

18

19

24

12

18

20

Wine

Beer

Draght beer

Energy drink

Fruit Juice

Instant coffee

RTD Coffee

RTD Tea

CSD

Morning Afternoon Evening Night

Overall HCM Hanoi Danang

2

6

16

20

81

47

17

11

5

11

11

79

77

13

47

81

86

35

43

28

43

52

15

12

54

54

93

87

94

17

24

25

20

20

20

10

74

14

6

5

25

20

21

61

45

11

71

58

60

38

62

79

27

50

13

14

42

43

58

36

29

7

3

8

10

11

6

18

14

67

100

30

23

5

21

47

69

13

74

70

19

32

48

55

6

73

68

100

97

89

34

28

46

50

22

28

Wine and Beer are mostly used at night time. However, in Hanoi, most of male consumers drinkbeer at evening time, while instant coffee is chosen for morning time.Beside, consumers often use energy drink, RTD Tea and CSD on the afternoon.

N=300 N=100 N=100 N=100



Frequency of usage

Wine Beer Draughtbeer

Energydrink

Fruit juice Instantcoffee

RTDcoffee

RTD tea CSD

3 4 7 7

32

21

4 7

10 8

5

13 9

18

1517

24 30

30

3336

28

36 42 35

23

29

28

2620

14

14

2120

23

17

14

12

13

5

14

10 1510

9

16

6 12

37 46 3 7

3 3

14

2 4

Less than once a month

Once a month

2-3 times per month

Once a week

2-3 times per week

4-6 times per day

Daily

Instant coffee is a popular weekly choice for male consumers. Beside, in respect of other

drinks, average usage is 2-3 times/week .

N=187 N=273 N=43 N=232 N=100 N=220 N=14 N=175 N=261



Drinking place - Overall

70

28

28

17

54

43

Quan nhau

Restaurant

Food stalls

Disco/Bar/Club/Karaoke

Coffee Shop

Home

Friends/Relatives' Home

77

34

28

27

53

49

70

20

20

8

18

22

5

7

25

10

44

56

20

2

8

18

9

46

67

13

Wine Beer Draught beer Energy drink Fruit juice

N=187 N=273 N=60 N=232 N=148

On-premise

Off-premise

Alcohol drinks such as beer/wine are often used in on-premise, especially in “Quan nhau” whileother soft drinks are drunk mostly in off-premise such as at home or friend’s home.



Drinking place - Overall

4

4

23

69

8

Quan nhau

Restaurant

Food stalls

Disco/Bar/Club/Karaoke

Coffee Shop

Home

Friends/Relatives'Home

2

3

22

10

53

64

19

5

8

30

12

41

62

22

RTD coffee RTD teaCSD

1

2

2

2

52

68

8

Instant coffee

N=26 N=220 N=211 N=261

On-premise

Off-premise



Drinking partner - Overall

10

83

23

26

54

12

2

Alone

Friend/Colleague

Neighbour

Customer

Relative

Parents

Lover/Wife

11

90

24

21

57

16

3

7

75

23

27

43

2

3

60

68

10

3

19

7

17

61

69

7

1

20

6

20

Wine Beer Draughtbeer

Energydrink

Fruit juice

Liquor such as wine and beer are mostly used in friend gathering occasion, they rarely drinkalone.

However, other type of drinks, they could drink alone or with friend/colleague.

N=187 N=273 N=60 N=232 N=148



Drinking partner - Overall

77

27

0

4

8

4

8

Alone

Friend/Colleague

Neighbour

Customer

Relative

Parents

Lover/Wife

65

68

8

4

21

10

18

62

65

10

5

25

8

14

RTD Coffee RTD Tea CSD

61

57

8

5

16

4

9

Instant Coffee

N=26 N=220 N=211 N=261



Brand Usage – CSD.

79

65

26

15

9

9

8

4

4

1

50

27

4

2

1

1

1

1

Coca-Cola

Pepsi

7UP

Fanta

Mirinda

Sprite

Big cola

Xa Xi VinhHao

ChuongDuong

Bidrico

Have drunk in the last 3 months Drink most often

84

78

53

9

7

11

20

11

11

1

39

42

6

3

2

2

1

79

63

10

22

5

2

65

22

1

3

1

75

55

15

15

15

15

4

1

2

47

17

4

3

1

2

1

HCMC

Coca-Cola is a most popular CSD, especially in Hanoi.

N=261 N=93 N=88 N=80

Hanoi DanangOverall



Brand Usage – Beer

61

28

26

8

26

28

26

13

3

5

27

6

6

2

7

20

16

2

Heineken

Tiger

333Green Sai

Gon

Red Sai Gon

Ha Noi beer

Green Larue

Red Larue

Zorok

Sapporo


68

42

46

5

55

3

3

2

2

15

37

8

15

20

1

69

17

1

3

80

2

29

3

1

60

1

45

26

31

16

23

73

36

6

1

15

6

3

3

2

46

7

HCMC Hanoi Danang

In HCMC, Heineken is the most popular drink. But in Hanoi, consumers prefer Hanoi beer as theirfirst choice. Beside that, Danang people choose green Larue.

N=273 N=89 N=96 N=88

Overall



Brand Usage – Wine

45

8

9

30

5

2

37

2

3

18

Vodka

Red/white Wine

Whisky

Vietnamese wines

Rum

Brandy

Gin wine


30

4

9

38

5

4

1

21

2

3

26

1

2

74

8

14

33

5

3

63

1

5

17

1

30

13

5

19

5

26

2

12

2

HCMC Hanoi Danang

In Hanoi, Vodka is the most popular drink. But in HCMC, it seem Vietnamese wines are morepopular than others.

N=187 N=58 N=87 N=42

Overall



Brand Usage – Instant Coffee

47

49

26

3

2

27

38

8

1

Nescafe

G7 (TrungNguyen)

Vinacafe

Moment(Vinamilk)

Maccoffee

Americafe


52

62

34

2

27

46

8

47

57

23

1

2

25

49

9

1

43

27

22

6

4

1

29

18

7

2

HCMC Hanoi Danang

Nescafe and Trung Nguyen café are the most popular drink in all locations. Especially, in Hanoi andHCMC, Trung Nguyen café is ranked at top. However, in a general view, Nescafe is a dominant

brand comparing to other in the Danang market.

N=220 N=80 N=85 N=55

Overall



Brand Usage – Energy Drink

52

44

45

9

4

2

1

27

22

27

1

1

Sting

Number 1

Red Bull

Samurai

Lipovitan

Red Tiger

Buffalo

Sumo


65

61

55

4

1

1

3

27

29

30

45

37

44

15

1

5

27

22

33

1

1

1

47

35

36

9

10

1

28

15

17

2

1

HCMC Hanoi Danang

Therefore, this 3 brands have a highest demand among other in Energy drink market.

N=232 N=84 N=86 N=62

Total



Source of Information - Overall

92

30

19

2

48

46

48

Television Advertising

Internet Advertising

Newspaper/Magazine

Radio

Outdoor advertising(poster, signboard)

Instore advertising

Word of mouth

64

25

13

2

39

49

65

19

9

42

72

78

18

15

1

36

40

41

81

21

19

2

43

41

44

CSD Beer Wine Coffee Energy drink

Almost people get to know a new brand of drink through television advertising. However, liquor isoften noticed by word of mouth such as from friends, relatives.

N=261 N=273 N=187 N=220 N=232



Source of Information - HCMC

96

38

27

3

75

46

22


Internet Advertising

Newspaper/Magazine

Radio


Instore advertising

Word of mouth

85

37

19

3

57

46

54

26

16

29

78

84

24

18

4

59

41

24

87

21

18

4

66

38

16

CSD Beer Wine Coffee Energy Drink

N=93 N=89 N=58 N=80 N=84



Source of Information - Hanoi

84

22

13

1

19

35

57


Internet advertising

Newspaper/Magazine

Radio


Instore advertising

Word of mouth

46

23

9

1

23

49

69

14

2

45

71

61

15

11

0

13

31

52

67

13

13

2

15

40

59


N=88 N=96 N=87 N=85 N=86



Influence Sources - Danang

95

30

16

1

48

56

68


Internet advertising

Newspaper/Magazine

Radio


Instore advertising

Word of mouth

61

14

11

0

39

51

71

19

14

52

64

96

13

18

0

38

51

49

90

31

31

0

50

48

60


N=80 N=88 N=42 N=55 N=62



Influence factors toward choices of brand - Overall

Reasonable price (55%) Origin (54%) Trusted brand by family

and friend (52%) Alcohol concentration

(51%)

Reasonable price (66%) Origin (53%) Trusted brand by family and

friend (49%) Branded (42%) gas percentage (37%)

Alcohol concentration (54%)

Origin (52%) Trusted brand by family and friend (51%) Reasonable price (47%)

Scent (49%) Origin (46%)

Strong (bitter) taste (42%) Reasonable price (41%) Branded (35%)

Reasonable price(46%) Origin (44%) Branded (40%)

Beer

CSD

Wine

Energy Drink

Instant coffee

Price is the most influence factors toward almost customer’s choice of brand such asbeer, energy drink and CSD. Beside that, in term of wine, alcohol concentration is morelikely important. Additionally, coffee’s scent is more significant comparing to its price.

And the last but not least, the origin of product is the most popular factors that

consumers are usually concerned when purchasing drink products.



Occasion of Usage - Overall

56

56

40

10

29

52

Birthday party/Wedding/ Anniversary

Friends gathering

Family garthering

Customer meeting

Holiday/Vacation

Others (Anytime)

76

82

59

26

12

20

55

67

43

24

6

18

10

54

16

15

7

61

28

46

22

9

22

70


Common drinks such as coffee and energy drink can be used in anytime while liquor and CSDare more likely to be used in friend gathering occasion and big event such as wedding.

N=261 N=273 N=187 N=220 N=232



Occasion of Usage - HCMC

59

72

46

16

51

50


Friend gathering

Family gathering

Customer meeting

Holiday/Vacation

Others (Anytime)

92

90

64

40

12

7

71

85

41

26

7

10

6

80

19

16

5

53

16

61

20

8

31

6


N=93 N=89 N=58 N=80 N=84



Occasion of Usage - Hanoi

49

39

33

8

11

47


Friend gathering

Family gathering

Customer meeting

Holiday/Vacation

Others (Anytime)

48

67

42

21

13

18

47

54

39

23

9

20

6

31

14

19

11

57

29

23

11

11

14

66


N=88 N=96 N=87 N=85 N=86



Occasion of Usage – Da nang

60

56

41

4

23

60


Friend gathering

Family gathering

Customer meeting

Holiday/Vacation

Others (Anytime)

89

92

74

18

11

35

50

69

52

24

0

24

22

51

16

6

4

82

45

57

39

8

23

79


N=80 N=88 N=42 N=55 N=62



Beer Drinking habit

83

17

76

10

50

7

41

2

Bottle330/335/350 ml

Bottle 500ml

Can 330/350/355ml

Can 500ml

Often drink Drink most often

Overall

96

8

99

16

54

45

HCMC Hanoi Danang

69

23

60

5

51

32

85

21

72

8

46

47

6154

7

5

8

6

3

17

189

29

14

27 24 2731

25 30 1926

11 1016

6Less than 1 bottle per week

1-3 bottle per week

4-6 bottle per week

7-9 bottle per week

10-14 bottle per week

15-19 bottle per week

More than 20 bottles eachtime

Beer such as bottle beer and can beer from 330-350ml have higher demand comparing to

other. It seems to be that HCMC and Danang people drink more beer than Hanoi people.

N=273 N=89 N=96 N=88

Package Type

Volume of consumption



Cost per purchase of beer/wine - Overall

44

19

57 56

31

40

20

33

14

18

17

87

14

53

5From 1,000,000 and more

700,000 - 799,000 VND

600,000 - 699,000 VND

500,000 - 599,000 VND

400,000 - 499,000 VND

300,000 - 399,000 VND

200,000 - 299,000 VND

100,000 - 199,000 VND

< 100,000 VND


60 5954

74

1614

18

1410 147

10

5 12

3 59


People from HCMC spend more for beer/wine comparing to people in Hanoi and Danang. Almostpeople from Hanoi and Danang spend less than 100,000 vnd per time drinking beer while people

from HCMC average spending cost is from 100,000 – 200,000 vnd. Average cost of 1bottle of wine is usually less than 100,000 vnd.

Beer (per time) Wine (per bottle)

N=273 N=89 N=96 N=88 N=187 N=58 N=87 N=42



42

50

64

71

18

10

11

35

26

Fruit

Stir fry vegetable

Pork bologna

Peanut/bean

Nothing

Use Often use

Snack to use with beer/wine

54

54

52

71

17

17

11

24

30

38

65

69

66

21

8

19

33

19

34

30

71

78

16

5

3

47

29


Men are preferred peanut and pork bologna to drink with alcohol. There are not much differentbetween locations.

N=275 N=90 N=96 N=89



Expenditure this year VS last year – CSD

19 19 17 20

5952 58

69

2229 25

11This year, I spend more on this drink comparing to last year

This year and last year, I spend anequivalent amount on this drink.

This year, I spend less on this drink

comparing to last year.

HCMC

N= 261 N= 93 N= 88 N= 80

This year and last year, almost people spend an equivalent amount on soft drink.

Hanoi DanangOverall



Expenditure this year VS last year – Beer

18 2315 17

48 37 5847

3439

2736

This year, I spend more on this drink comparing to last year


This year, I spend less on this drink comparing to last year.

HCMC

N= 273 N= 89 N= 96 N= 88

Consumers spend an equivalent amount in this year and last year for beer. Especially, maleconsumers in HCMC spend more than the other 2 locations.

Hanoi DanangOverall



Expenditure this year VS last year – Wine

2733

19

33

5348

56

52

20 1924



This year, I spend less on this drink comparing to last year.

HCMC

N= 187 N= 58 N= 87 N= 42

As can be seen, consumers also spend an equivalent amount for wine in this year and last year.

Hanoi DanangOverall



Expenditure this year VS last year – Instant Coffee

16 10

24

9

6568

57

75

20 23 19 16This year, I spend more on this drink comparing to last year


This year, I spend less on this drink

comparing to last year.

HCMC

N= 220 N= 80 N= 85 N= 55

Almost people spend an equivalent amount for instant coffee and energy drink in this year

and last year.

Hanoi DanangOverall



Expenditure this year VS last year – Energy Drink

15

7

25

10

7179

55 84

14 1420


This year and last year, I spend an equivalentamount on this drink.

This year, I spend less on this drink comparingto last year.

HCMC

N= 232 N= 84 N= 86 N= 62

Hanoi DanangOverall



Preferred promotion type – CSD

35

31

30

29

27

26

25

23

23

20

Bigger size with the same price

Mobile phone

Computer/ laptop

Bonus the same product brand

Motorbike

Car

Discount on the product price

Smart phone/Iphone/Ipad

Camera

Gold metal

40

27

15

37

14

11

29

8

10

3

24

27

28

19

21

24

11

23

21

15

40

39

49

31

49

46

34

43

40

45


In the respect of CSD, the most preferred promotion type is bigger size with the same price ormobile phone. In a general point of view, Hanoi people has less care about promotion programcomparing to HCMC and Danang people.

N= 261 N= 93 N= 88 N= 80



Preferred promotion type – Beer

35

34

32

29

29

28

26

26

24

23

Mobile phone

Computer / Laptop

Motorbike


Car


Fridge/ air-conditioning/washingmachine

Camera



34

26

37

19

23

37

12

16

15

14

29

21

10

26

12

13

18

20

16

24

43

56

50

43

53

35

50

42

42

32

Overall HCMC

Mobile phone and Laptop are the most preferred promotion when consumers purchasing beer.

N= 273 N= 89 N= 96 N= 88

Hanoi Danang



The most preferred promotion – Wine

33

24

21

21

21

20

18

17

17

16


Mobile phone


Motorbike

Computer/Laptop


Camera

Car

Gold metal


55

19

19

24

10

9

16

9

3

21

22

22

22

14

16

31

16

15

14

13

24

33

24

31

45

12

26

33

43

17

Overall HCMC

In term of alcohol, promotion such as direct discount on the product’s price or a mobile phoneare more effected.

N= 187 N= 58 N= 87 N= 42

Hanoi Danang



Preferred promotion type – Instant Coffee

36

26

25

24

21

20

18

15

15

13




Mobile Phone

Computer/Laptop

T-shirt/ Helmet/ Fashion cap


Car

Gold metal

Camera

41

35

20

19

4

28

6

5

1

10

21

8

28

25

25

7

26

11

14

6

53

40

27

29

38

27

24

36

36

29

Overall HCMC

The most effected promotion for common drinks such as instant coffee and energy drink is addingbonus product with same brand.

N= 220 N= 80 N= 85 N= 55

Hanoi Danang



Favorite promotion type – Energy drink

34

31

28

27

19

19

18

18

18

17



mobile phone


Computer/Laptop


Motorbike

T-shirt/ Helmet/ Fashion cap

Car

Camera

38

38

25

30

11

6

7

21

8

7

23

20

17

24

15

17

16

12

11

8

44

37

48

27

36

37

36

23

40

44

Overall HCMC

N= 232 N= 84 N= 86 N= 62

Hanoi Danang



MEDIA HABIT



Favorite activities

70

67

65

64

49

46

40

39

37

36

Watch movie at home

Drink and party with friends

Coffee with friends

Listen to music

Searching Internet

Read Newspaper/Magzine

Play Sport

Watch Sport

Visit friends

Play Computer Games

82

63

71

79

56

50

32

39

41

38

58

53

39

45

38

33

48

31

40

36

69

86

85

67

54

54

39

47

31

35


N=300 N=100 N=100 N=100



Watching TV hour

61

59

55

52

40

28

27

22

19

14

20h01 - 21h00

19h01 - 20h00

21h01 - 22h00

18h01 - 19h00

22h01 - 23h00

11h01 - 12h00

12h01 - 13h00

17h01 - 18h00

23h01 - 24h00

0h01 - 1h00

64

53

53

35

41

19

5

28

20

22

66

64

63

61

42

15

31

15

28

9

53

60

50

61

37

49

45

22

9

11


N=300 N=100 N=100 N=100



Popular TV channel

81

79

60

56

46

43

39

34

29

23

HBO

VTV3

VTV1

Star Movie

HTV7

HTV9

VTV2

Star Sport

Cinemax

Danang

82

50

40

67

65

57

29

25

45

82

95

74

40

8

25

46

36

42

78

91

65

62

64

47

41

42

1

68


N=300 N=100 N=100 N=100



Popular Programs

78

70

62

58

42

37

36

23

23

23

News

Football

TV film

Gameshow

Music

Other sport

Natural world

Talk show

Advertisement

Documentary film

75

56

74

35

64

31

36

9

16

69

79

41

72

29

33

25

33

20

89

76

70

66

32

47

48

28

34

21


N=300 N=100 N=100 N=100



Popular Newspaper

53

47

44

20

17

10

8

7

7

6

Bong Da

Thanh Nien

Tuoi Tre

The Thao Ngay Nay

Tiep Thi Gia Dinh

Thoi Trang Tre

Auto Vietnam

Thanh nien (weeklynewspaper)

Dan Ong

The thao SGGP

43

67

73

13

30

7

5

11

5

60

8

3

24

11

16

14

3

12

57

66

56

22

11

8

5

8

4

1


N=300 N=100 N=100 N=100



Popular Website

67

47

46

45

44

43

40

40

24

18

Google.com.vn

Youtube.com

24h.com.vn

Facebook.com

Vnexpress.net

Yahoo.com

Dantri.com.vn

Zing.vn

Nhaccuatui.com

Tuoitre.vn

77

54

42

53

44

54

25

55

36

68

37

51

23

60

39

62

22

13

57

50

45

60

28

37

33

43

22

22


N=300 N=100 N=100 N=100



We thank you & cordially invite you to

join our & panel to get free monthly

market research information & methodology updating

Mail to: [email protected]

Call: 84 8 3514 2584, ext: 116

for Ms. Dang Thi Thu Thao– CRM Department

Or visit: www.ftaresearch.com



Thank you

Carbonated Drink Viettrack

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