From Vietnam to the World
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Transcript of From Vietnam to the World
FROM VIETNAM TO THE WORLD CAN VIET BRANDS MAKE IT?
Phi Nguyen
August 2014
Visit VietnamBusiness.TV for business videos, news & research
This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV
BACKGROUND
Was:• GM - Asia, Gloria Jean’s Coffees Int’l
(GJCI)• Head of Global Development - GJCI
Is:• Managing Partner - China & Indochina,
World Franchise Associates (WFA)• Managing Partner - N&A Spa Int’l JSC.• Chairperson – Nguyen Phu Invest JSC.• Global Development Advisor – GJCI
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CONTENT
THE INFLATED VIEW
THE HARD TRUTH
REALITY
THE WAY FORWARD?
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THE INFLATED VIEW
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6
THE TRUTH - VIETNAM IN REGIONAL CONTEXT
Global
• It also makes Vietnamese brands less competitive with other brands that were to enter Vietnam in the future.
Malaysia Singapore Indonesia Philippines Thailand Vietnam GLOBAL0%
20%
40%
60%
80%
100%
50%58%
32%
47% 46%
75%
50%
7%
5%
1%
2% 3%
2%
8%3%
5%
2%
3% 2%
1%
10%
40%32%
65%
48% 49%
23%32%
"UNDISCLOSED VALUE" DISCLOSED GOODWILL DISCLOSED INTANGIBLE ASSETS (exc GOODWILL) TANGIBLE NET ASSETS
• Vietnam’s composition of enterprise value is NOT in line with the global average.
• Vietnam has a very high % of tangible value making it the least intangibles or least brand driven market in the ASEAN region.
• This is extremely worrying for the Vietnamese brands as it hugely limits their ability to compete in the region.
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7
TOP 10 VIET BRANDS
Rank 2014
BrandBrand Value
2014Brand Rating
2014Enterprise
Value
Brand Value / Enterprise
Value (%)
1 Viet Nam Dairy P 637 A+ 5,111 12%
2 Fpt 193 A 685 28%
3 VietinBank 117 A+ 2,947 4%
4 Viettel Telecom 95 A N/A N/A
5 JSC Bank CenterCredit 80 A+ 2,943 3%
6 Vinaphone 44 A- N/A N/A
7 Military Commerc 41 A+ 672 6%
8 Sacombank 38 A 915 4%
9 Mobifone 32 A- N/A N/A
10 Asia Commercial 31 A 681 5%
• The brands are relatively weak in Brand Strength. A+ is the highest brand rating
Date of valuation “ 31st December 2013”
• The Brand values are not very high. Outside the top 3, the rest are all under US$100mil.
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8
VIETNAM DIARY PRODUCTS
Brands Value 2014
631Enterprise Value
5,111
12%Visit VietnamBusiness.TV
for business videos, news & research
9
FPT
Brands Value 2014
193Enterprise Value
685
28%Visit VietnamBusiness.TV
for business videos, news & research
10
VIETINBANK
Brands Value 2014
117Enterprise Value
2,945
4%Visit VietnamBusiness.TV
for business videos, news & research
11
VIETTEL TELECOM
Brands Value 2014
95Enterprise Value
N/A
N/AVisit VietnamBusiness.TV
for business videos, news & research
12
VIETCOMBANK
Brands Value 2014
80Enterprise Value
2,943
3%Visit VietnamBusiness.TV
for business videos, news & research
13
VINAPHONE
Brands Value 2014
44Enterprise Value
N/A
N/AVisit VietnamBusiness.TV
for business videos, news & research
14
MILITARY COMMERCIAL
Brands Value 2014
41Enterprise Value
672
6%Visit VietnamBusiness.TV
for business videos, news & research
15
SACOMBANK
Brands Value 2014
38Enterprise Value
915
4%Visit VietnamBusiness.TV
for business videos, news & research
16
MOBIFONE
Brands Value 2014
32Enterprise Value
N/A
N/AVisit VietnamBusiness.TV
for business videos, news & research
17
ASIA COMMERCIAL
Brands Value 2014
31Enterprise Value
681
5%Visit VietnamBusiness.TV
for business videos, news & research
FOOD FOR THOUGHT…
$78.7bil
$2.2bil
$424mil
$348mil
$3.1bil
$104.6bil
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REALITY
STRENGTH• DISTRIBUTION
WEAKNESSES• PRODUCT• PRICE• PROMOTION• SOURCE OF FINANCE• CORPORATE GOVERNANCE• TECHNOLOGY• R&D• MANPOWER
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WHERE TO FROM HERE?
FTAsTPP
WTO
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Health Check Vision & Purpose
Business Objectives &
Strategy
Organizational & People Strategy
70% fail in the transformation process, 85% of which due to leadershipJohn P. Kotter - Havard Business Review
TRANSFORMATION OR…?
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FROM VIETNAM TO THE WORLDCAN VIET BRANDS MAKE IT?
SOME ARE ON THE WAY!
OTHERS? SERIOUSLY! ONLY THE OWNERS KNOW!!!
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THANK YOU!Phi Nguyen
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This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV