Overview of Taxi in Vietnam market

PBI Survey 2015

Date: 12th March 2015 – 14th March 2015

Table of content

2

Research Design P.3

Respondent Profile P.4

Research Concept P.5

Research Summary P.6

Detail Findings P.7

Research Design

3

Research Method Internet Sampling

Fieldwork Period 12th March 2015 – 14th March 2015

Research Area HCMC & Hanoi

Respondent Criteria Male & Female

Sample Size 1630 samples

Survey Content

Taxi brand awareness

Expansive of Taxi Brand

Taxi brands ever used

Taxi brands used in the past 3 months

Taxi brand most often used in the past 3 months

Taxi brand use in the future

Taxi brand recommendation

4.4%

39.0%

30.2% 26.4%

16 - 19 years old and below

20 - 24 years old 25 - 29 years old 30 years old and above

Age

57.7%

42.3%

Living area

HCMC

Hanoi

Respondent Profile

4

Unit: %

50.0% 50.0%

Gender

Male

Female

7.8%

13.6%

30.2% 33.3%

9.9%

5.3%

1 - 4.499.999

VND

4.500.000 - 7.499.999

VND

7.500.000 - 14.999.999

VND

15.000.000 - 29.999.999

VND

30.000.000 - 44.999.999

VND

45.000.000 and above

Monthly household income

PBI (Popular Brand Index)

POPULAR BRAND INDEX (PBI)

Top of Mind

(TOM)

Expansive

Last Used

Future Intention

Additional Information :

• Top of Mind (TOM) = First brand mentioned by respondents.

• Expansive = Scope and spread of brand.

• Last Used/ Market Share = Total purchase or last used brand in past 3 months.

• Future Intention = Consumer intention to purchase brand.

Brand is one of the most important assets of the company and also represent identity of a company. "Brand or trademark is a name or symbol that is associated with the product/service and cause psychological meaning/association".

In addition, the brand also works as a promotional tools, so that a

product with certain brand would likely gain popularity or awareness in the community and affect consumer behavior.

W&S study based on development of PBI (Popular Brand Index)

concept which includes community top of mind brand, expansive or spread of the brand, total purchase or last used of the brand, and consumer intention to purchase brand.

Research Concept

Research Summary

6

Mai Linh & Vinasun are the leaders in Taxi market

Brand awareness:

Mai Linh is the most popular in consumers’ mind with 56.4% of Top of mind awareness and 97.8% of total awareness. The next are Vinasun and Vinataxi with 65.9% and 47.5% of total awareness, respectively.

Advertising Expansive:

Mai Linh is also advertised on media channels the most often with 72.8% of consumers found Mai Linh on newspapers, television, internet, etc. Next mentioned brands are also Vinasun and Vinataxi.

Brand users:

Mai Linh is the leader of the market with 50.1% of brand users, followed by Vinasun (28.2%).

Brand loyalty:

About 70% of consumers are loyal or advocate their currently used brand, the rest of about 30% of consumers switch to another brand to use or to recommend to their relatives / friends. The loyalty towards key players of this market, Mai Linh & Vinasun, is high (86.2% and 83.5%, respectively), other brand users are not much loyal to their currently used brand.

Brand satisfaction:

Ha Noi taxi users are satisfied with their currently used brands the most (3.93 mean), next mention is Vinasun & Mai Linh users (3.85 and 3.78 mean, respectively).

Popularity of Taxi brands are clear distinction ranking

Mai Linh’s Popular brand Index ranks the first (55.0), the next popular player is Vinasun (30.7). Mai Linh and Vinasun popularity leaves behind other brands, which is the reason for Mai Linh and Vinasun to be leaders in this market.

Detail Findings

7

Brand Awareness P.8

Brand Expansive P.9

Repertoire Brand Usage P.10

Loyalty / Switching P.11

Brand Satisfaction P.12

PBI (Popular Brand Index) P.13

56.4

30.2

0.3 0.9 1.3 0.1 0.1 0.7 1.5 0.3 0.1 0.8 0.5 6.9

91.0

50.6

2.9 9.9 9.6

5.6 4.1 4.2 7.2 3.4 4.1 7.6

3.7

47.1

97.8

65.9

47.5 41.6

32.5 31.8 30.7 23.9 23.1 22.2 22.2 21.1 19.8

47.9

Top of Mind

Total spontaneous awareness

Total brand awareness

Mai Linh Vinasun Vinataxi Noi Bai

taxi

Ha Noi

taxi

Airport

taxi

Saigonto

urist taxi

Van

Xuan

taxi

Ba sao

taxi

Thang

Long

taxi

Taxi

Petro

Thanh

Nga taxi

Huong

Lua taxi Others

56.4 30.2 0.3 0.9 1.3 0.1 0.1 0.7 1.5 0.3 0.1 0.8 0.5 6.9

91.0 50.6 2.9 9.9 9.6 5.6 4.1 4.2 7.2 3.4 4.1 7.6 3.7 47.1

97.8 65.9 47.5 41.6 32.5 31.8 30.7 23.9 23.1 22.2 22.2 21.1 19.8 47.9

Q. Regarding Taxi brands, which brands do come to your mind?[FA] (n=1630) Q. Which brands do you know in the list below? [MA] (n=1630)

1. Taxi Brand Awareness

Unit: %

8

Mai Linh is the most popular in consumers’ mind with 56.4% of Top of mind awareness and 97.8% of total awareness.

The next are Vinasun and Vinataxi with 65.9% and 47.5% of total awareness, respectively.

Q. Which Taxi brands are easily found on media including: Television, radio, ad words, newspaper, etc.,? [MA] (n=1630)

2. Expansive of Taxi Brand

9

Consistently, Mai Linh is also advertised on media channels the most often

72.8% of consumers found Mai Linh on newspapers, television, internet, etc.,.

Next mentioned brands are also Vinasun taxi and Vinataxi, which can also be easily found on media.

Most often Brand loyalty Recommendation

Not loyalty / not advocacy 0.0 29.8 32.2

Ha Noi taxi (n=45) 2.8 1.6 1.4

Noi Bai taxi (n=19*) 1.2 0.3 0.3

Vinataxi (n=54) 3.3 1.6 1.4

Vinasun (n=460) 28.2 23.6 22.4

Mai Linh (n=816) 50.1 43.2 42.2

Q. Which brand did you use the most often in the past 3 months?[SA] (n=1630) Q. Which brand is the first choice when you use in the next time? [SA] ] (n=1630) Q. When there are relatives/ friends ask you about Taxi brand to use, which brand do you recommend for them? [SA] (n=1630)

3. Taxi Brand Repertoire

Unit: %

10

Mai Linh and Vinasun are the leaders of the market

Mai Linh is the leader of the market with 50.1% of brand users, followed by Vinasun (28.2%).

About 70% of consumers are loyal or advocate their currently used brand, the rest of about 30% of consumers switch

to another brand to use or to recommend to their relatives / friends.

Mai Linh users are loyal with their own brand the most

The loyalty towards key players of this market, Mai Linh & Vinasun, is high (86.2% and 83.5%, respectively), while

other brand users are not much loyal to their currently used brand.

Q. Which brand do you currently use the most often?[SA] (n=1630) Q. Which brand is the first choice when you use in the next time? [SA] (n=1630)

Unit: %

11

86.2

83.5

46.9

30.0

57.4

13.8

16.5

53.1

70.0

42.6

Mai Linh (n=816)

Vinasun (n=460)

Vinataxi (n=54)

Noi Bai taxi (n=19*)

Ha Noi taxi (n=45)

Loyal brand users Users that intend to switch brand

BRAND IN THE NEXT PURCHASE

Mai Linh Vinasun Vinataxi Noi Bai

taxi Ha Noi

taxi Others Total

Mai Linh 86.2 7.4 0.6 0.3 0.6 5.0 100.0

BRAND MOST OFTEN

USE

Vinasun 14.5 83.5 0.9 0.0 0.2 0.9 100.0

Vinataxi 23.5 22.2 46.9 1.2 0.0 6.2 100.0

Noi Bai taxi

43.3 3.3 3.3 30.0 3.3 16.7 100.0

Ha Noi taxi

31.5 0.0 .0 3.7 57.4 7.4 100.0

Brand intending to choose in the next purchase

*Note: Based on those who will choose in the next purchase * Small sample size, just for reference only

4. Taxi brand Loyalty / Switching

0.9

1.1

3.7

5.3

0.0

1.2

1.7

5.6

0.0

2.2

27.7

23.7

24.1

26.3

24.4

59.3

58.3

48.1

57.9

51.1

10.9

15.2

18.5

10.5

22.2

Mai Linh (n=816)

Vinasun (n=460)

Vinataxi (n=54)

Noi Bai taxi (n=19*)

Ha Noi taxi (n=45)

Definitely unsatisfied Unsatisfied Neutral Satisfied Definitely satisfied

Mean

3.78

3.85

3.72

3.68

3.93

* Small sample size, just for reference only

5. Taxi Brand Satisfaction

Ha Noi taxi users are satisfied with their currently used brands the most (3.93 mean), next mention is

Vinasun & Mai Linh users (3.85 and 3.78 mean, respectively).

Q. How is your satisfaction towards the brand that you used the most often in the past 3 months (n=1630) 12

Ranks of Popularity

Taxi brand Popular Brand Index

1 Mai Linh taxi 55.0

2 Vinasun taxi 30.7

3 Vinataxi 4.6

4 Ha Noi taxi 3.4

5 Noi Bai taxi 2.9

The PBI is obtained by Internet Sampling method, where using online panel with 1630 respondents in W&S Vietnam database (Vinaresearch). The results obtained for Taxi with PBI concept are:

Q. Regarding Taxi brands, which brands do come to your mind?[FA] (n=1630) Q. Which Taxi Brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?[MA] (n=1630) Q. Which brand did you use the most often in the past 3 months?[SA] (n=1630) Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=1630)

6. Popular Brand Index Results (PBI)

13

Mai Linh taxi’s Popular brand Index ranks the first (55.0), the next popular player is Vinasun taxi (30.7).

W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed over 140,000 members panel with various segmentations across Vietnam.

FOR FURTHER INQUIRIES, PLEASE CONTACT: W&S Joint Stock Company » Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC » Office phone: (848) 38 223 215 Fax: (848) 38 223 216 » Email: info@vinaresearch.jp » Website: http://vinaresearch.jp/

The copyright of this report belongs to W&S Joint Stock Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website address http://vinaresearch.jp).