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Insights to plan your next TET Holiday Marketing Campaigns

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TET Holiday time is the most meaningful and important holiday for Vietnamese people. Is also often the most important branding and marketing commercial opportunity for brands in Vietnam to raise awareness, connect on a more emotional level with their audience and drive sales.

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Page 1: Insights to plan your next TET Holiday Marketing Campaigns
Page 2: Insights to plan your next TET Holiday Marketing Campaigns

Market research top-line Jan. 2013

THEME:

HCMC HANOI DANANG

CONSUMER’S SHOPPING HABIT FOR TET HOLIDAY *Tet is known as Lunar New Year. This is the most meaningful holidays to the Vietnamese.

Page 3: Insights to plan your next TET Holiday Marketing Campaigns

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 – Jan. 2012:

Sampling size : N=300;

HCM = HN = DN = 100

Gender: Female who is a decision maker for family Tet’s shopping

Economic class: ABCD

Age: 20 - 45

Page 4: Insights to plan your next TET Holiday Marketing Campaigns

PERCEPTION OF TET HOLIDAYS

Page 5: Insights to plan your next TET Holiday Marketing Campaigns

89

88

82

72

62

32

2

Opportunity for all members inthe family to get together

Traditional holidays

Relaxing period and havemore time for family/ friends

Most special occasion of theyear

Long holidays

Ideal time for travelling

Is the same as everyday

87

91

84

78

60

17

92

93

89

69

76

35

6

89

81

73

68

51

43

TOTAL

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

HCM HN ĐN %

The meanings of Tet

• In general, Tet is an opportunity for all members in the family to get together. There is not much

difference between these areas.

Base on all respondents

Page 6: Insights to plan your next TET Holiday Marketing Campaigns

Perception about Tet has been changed comparing to the last 10 years.

65 55

70 69

35 45

30 31

Unchanged

Changed

TOTAL

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

DN HN

CHANGES

HCMC

• Most of Da Nang consumers think that there are many differences on Tet Holidays between 2-3 years recently and 10

years ago, especially, Hanoi & Da Nang due to there is a part of influence of the appearance has been continuously

developing in recent years.

• The main differences that consumers recognize: “No longer warm/ happy atmosphere as before”, “Variety products and

widely available” , therefore, "Traditional activities to prepare for Tet almost gone”.

%

Changes Overall HCMC HN DN

(base on respondent who said that there are differences) N=15 N=55 N=70 N=69

No longer warm/ happy asmostphere as before

32.5% 30.9% 17.1% 49.3%

Variety products and widely available 29.9% 38.2% 14.3% 39.1%

Traditional activities to prepare for Tet almost gone

20.1% 5.5% 14.3% 37.7%

No longer family gathering as before 17.5% 20.0% 17.1% 15.9%

No longer for firework 13.4% 14.5% 2.9% 23.2%

More decoration along roads and more events

10.3% 9.1% 12.9% 8.7%

More expensive price 9.8% 32.7% 1.4%

Animated asmostphere 6.7% 5.5% 14.3%

More entertainment center opening on Tet

6.7% 18.6%

More crowded and animated on road 5.2% 14.3%

Page 7: Insights to plan your next TET Holiday Marketing Campaigns

83

79

66

65

39

27

Square glutinous rice cake

Golden apricot

Peach blossom

Water melon

Swallow

New Year's tree

95

62

98

50

37

28

85

86

67

64

49

31

68

90

34

82

30

23

TOTAL

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

HCMC HN DN %

Base on all respondents

Symbols strongly related to Tet • The traditional image "golden apricot / peach blossom, square glutinous rice cake" is considered the symbol of Tet.

• In addition, there is quite different between 3 areas North, Middle and South . HCMC consumers are familiar with

golden apricot and water melon while peach blossom and square glutinous rice cake are more popular in Hanoi than

other 2 areas. However, square glutinous rice cake is not that popular in HCMC comparing to Hanoi and Da Nang. This

is the product of each region to create features and symbols of 2 areas.

Page 8: Insights to plan your next TET Holiday Marketing Campaigns

Tet’s activities

Page 9: Insights to plan your next TET Holiday Marketing Campaigns

99

98

97

94

88

80

30

25

22

10

Confectionary/ Jam

Beverages

Clothes

Food

Gift

Home decoration product

Household electronic/appliances

Jewelry

Home furniture

Mobile phone

100

100

98

100

75

86

40

27

30

14

Product usually buy before Tet

TOTAL

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

HN DN HCMC

98

98

100

83

90

61

28

41

24

12

99

97

93

100

100

92

21

7

12

5

%

Base on all respondents

• Most of products are often purchased before the Tet that are served consumers’ needs on this occasion. These are

mainly: confectionary/ jam, beverages, clothes, food and gift

• In addition, consumers also purchase decoration products for their house before Tet because this is a biggest occasion

that all members in the family will get together and decorate their house.

Page 10: Insights to plan your next TET Holiday Marketing Campaigns

Shopping period before Tet

TOTAL HN DN HCMC

15 18 17

34 44 47

8 7 4 4 3

58 63

52

48

54 52

64 69

52 62 66

52

25 18

27

18 2 1

27 23

37 31 29

45

1 1 3 1 1 6 3 2 3

BeverageBiscuit Gift BeverageBiscuit Gift BeverageBiscuit Gift BeverageBiscuit Gift

More than 6 weeksbefore Tet

5 - 6 weeks beforeTet

3 - 4 weeks beforeTet

1 - 2 weeks beforeTet

Less than 1 weekbefore tet

%

N=265 N=90 N=100 N=75

Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet

• Consumers in big cities have a plan to purchase beverages, confectionary/ jam and gift around 1-2 weeks before

Tet. Because this is the occasion that consumers focus on shopping and doing some activities for welcoming Tet

holidays.

• However, HCMC consumers usually have earlier plan for Tet shopping comparing to Hanoi & Da Nang.

Page 11: Insights to plan your next TET Holiday Marketing Campaigns

82

57

32

27

21

18

14

55

22

9

5

5

2

2

Supermarket

Mid - Big scale grocery

Wet market (inside)

Metro

Wet market (outside)

Small scale grocery

Convenience store

Usually buy Buy most often

80

43

39

13

35

9

14

53

18

14

2

10

• In terms of shopping channels before Tet for beverage, consumers mainly spend their money at supermarket and mid

– big scale grocery. It seems this is one of the place that have variety products, good quality, attractive promotion

program and fixed price.

• In addition, HCMC consumers also buy in Wet market (inside) while Da Nang consumers usually purchase in Metro.

TOTAL HN DN HCMC

69

70

12

8

12

25

16

56

30

3

4

4

2

97

57

44

59

15

21

12

57

17

9

12

4 N=265 N=90 N=100 N=75

%

Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet

Tet’s shopping location - beverage

Page 12: Insights to plan your next TET Holiday Marketing Campaigns

74

46

39

25

24

17

11

44

21

18

5

7

3

2

Supermarket

Mid - Big scale grocery

Wet market (inside)

Metro

Wet market (outside)

Small scale grocery

Convenience store

Usually buy Buy most often

61

27

62

6

50

7

5

31

8

41

1

19

TOTAL HN DN HCMC

63

57

10

11

7

21

17

47

35

3

1

7

3

97

56

45

56

16

22

11

53

20

9

12

4

N=265 N=90 N=100 N=75

%

Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet

Tet’s shopping location – sweet/ candy/ jam

• Regarding to shopping location before Tet for products such as sweet/ candy/ jam, consumers spend their

money at supermarket.

• However, HCMC consumers usually buy at wet market, especially inside the market.

Page 13: Insights to plan your next TET Holiday Marketing Campaigns

80

49

25

21

16

15

12

58

20

8

4

2

5

2

Supermarket

Mid - Big scale grocery

Wet market (inside)

Metro

Wet market (outside)

Small scale grocery

Convenience store

Usually buy Buy most often

79

39

10

26

6

24

12

58

16

4

6

• In the sense of shopping channel before Tet for gift, consumers spend their money across 2 main channels:

supermarket & mid/ big scale grocery .

Tet’s gift shopping location

TOTAL HN DN HCMC

71

58

10

6

18

5

16

55

31

4

5

0

3

95

48

61

36

27

17

5

61

12

19

5

1 N=265 N=90 N=100 N=75

%

Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet

Page 14: Insights to plan your next TET Holiday Marketing Campaigns

91

73

63

36

32

23

3

13

17

5

58

15

12

5

3

1

1

5

Family/ friend

TV commercial

Recommend from sellers

Newspaper and magazine

Internet

Outdoor advertising (poster, signboard)

Radio

Brochure

POSM

No source of information

Reference most reference

86

80

60

47

28

16

4

8

5

8

47

22

9

5

4

2

2

1

8

Source of information for Tet’s shopping

TOTAL HN DN HCMC

89

49

61

24

26

14

4

9

11

6

65

11

14

2

2

6

97

91

69

38

41

40

1

22

35

63

12

14

7

2

2

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

• Almost all consumers always refer to recommend from family/ friend because to them this is the most reliable source

of information.

• It seems to be that Hanoi consumers do not pay much attention on TV commercial comparing to HCM & Da Nang

consumers.

%

Base on all respondent

Page 15: Insights to plan your next TET Holiday Marketing Campaigns

86

82

71

52

24

50

33

19

10

2

7

53

64

67

65

60

46

51

28

25

23

16

84

76

76

70

54

36

46

19

5

74

74

71

62

46

44

43

22

12

10

8

Hamper

Beverage

Food

Candy

Jam

Square glutinous rice…

Fruit

Fresh flower

Fake flower

Jelwery

No gift

Shopping products for Tet’s gift

TOTAL

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

HCMC HN DN

%

Base on all respondents

• These products that consumers usually purchase as gifts on Tet are ranked as follows: hamper, beverage, food, etc.

Consumers in Da Nang do not prefer the hampers as much as consumers in Hanoi & HCMC.

Page 16: Insights to plan your next TET Holiday Marketing Campaigns

94

91

73

55

73

50

38

56

44

87

66

78

93

75

43

18

41

12

87

99

55

29

23

28

50

7

9

89

85

68

59

55

40

36

33

20

CSD

Beer

white/ red wine

Whisky/ Cognac

Tea

Raw coffee

Instant coffee

Milk

Bird's Nest

TOTAL

N=222 N=82 N=76 N=64

HCMC HN DN

Common beverages for Tet’s gift

• Beer and CSD are 2 main beverages that consumers purchase as gifts on Tet because the frequency of using these

products on Tet is higher than usual.

• There are some differences between these areas:

• HCMC: consumers buy instant coffee as gifts more than consumers in HN & DN.

• HN: consumers prefer wine and tea than HCMC and Da Nang.

%

Base on respondents who buy gift for Tet

Page 17: Insights to plan your next TET Holiday Marketing Campaigns

77

64

78

67

58

53

36

27

22

39

21

22

30

2

26

18

8

9

3

3

1

73

65

73

45

61

64

53

28

28

36

18

26

20

18

18

16

10

9

3

2

2

1

1

1

High quality product

Special pack for Tet

Affordable price

Famous/ reliable brand

Value for money

Premium pack

Wide availability

Good advertising

Unique product

Attractive promotion

Recommended from sellers

A lot of advertising

Important the most important85

56

87

35

84

72

77

33

40

49

27

39

11

9

17

17

24

5

4

1

3

3

3

3

TOTAL HCMC HN DN

60

71

59

33

47

68

50

26

25

23

10

20

17

39

11

14

2

12

2

2

1

N=265 N=90 N=100 N=75

%

Important factors when choosing gifts for Tet

Base on respondents who buy gift for Tet

• “High quality product” is one of the factor that consumers pay a lot of attention on Tet holidays because in Vietnam

market at the moment is taking an overload of fake product and unstable quality product. Thus, the important factors for

choosing the gifts on Tet are ranked as follows: high quality product, special pack for Tet & affordable price.

• Consumers in Da Nang mainly focus on price and brand more than consumers in HCMC & Hanoi.

Page 18: Insights to plan your next TET Holiday Marketing Campaigns

100

39

9

15

4

91

19

9

10

1

100

39

23

7

1

97

31

14

10

2

Myself

My dad/ mom

My brothers/ sisters

My husband

My children

My grandpa/ grandma

TOTAL HCM HN ĐN

N=265 N=90 N=100 N=75

%

Whom buy the gifts on Tet

• Most of consumers buy the gifts forTet by themselves.

Base on respondents who buy gift for Tet

Page 19: Insights to plan your next TET Holiday Marketing Campaigns

88

73

43

48

28

44

27

4

4

91

83

50

48

50

32

22

31

3

64

49

62

56

53

22

14

8

6

Whom receive the gifts on Tet

81

69

52

51

45

32

21

15

4

My dad/ mom

My grandpa/ grandma

My brothers/ sisters

My relative

My boss

My client/ partner

My friend/ colleague

My lover

My family-in-law

TOTAL HCMC HN DN

N=265 N=90 N=100 N=75

%

• Consumers mainly purchase the gifts for their families on Tet (parents, grandparent, brother/ sister, etc. ), there is no

significant difference between these areas.

Base on respondents who buy gift for Tet

Page 20: Insights to plan your next TET Holiday Marketing Campaigns

79

72

69

68

92

77

75

64

83

88

76

33

44

4

40

86

72

77

90

78

87

61

62

71

67

45

18

33

63

12

69

83

77

62

53

52

74

74

48

28

54

53

10

2

10

7

78

76

75

74

74

72

69

67

66

60

57

34

28

26

19

2

Tea

Biscuit/ Cookies

Candy

Coffee

Jam

white/ red wine

Dry fruit

Chocolate (Socola)

Nuts

Beer

CSD

Bird's Nest

Whisky/ Cognac

Cigarette

Milk

Fresh fruit

TOTAL

N=265 N=90 N=100 N=75

HCMC HN DN

A perfect hampers • A perfect hamper toward consumers need to have some main items such as: tea, biscuit, candy, café, jam, etc.

• There are some differences between these areas:

• HCMC: consumers prefer biscuit more than consumers in HN & DN.

• HN: consumers prefer café more than HCMC and DN

• ĐN: Jam is more popular than Hanoi & HCMC

%

Base on respondents who buy gift for Tet

Page 21: Insights to plan your next TET Holiday Marketing Campaigns

100

67

57

28

17

14

18

10

18

11

47

15

13

8

3

3

3

1

1

1

Heineken

Tiger

333

Ha Noi beer

Red Larue

Carlsberg

Green Larue

Gambrinus

Zorok

Sapporo

Like Like the most

98

77

66

1

4

1

6

30

16

41

23

19

1

1

2

2

TOTAL HN ĐN HCM

100

64

41

64

2

23

1

8

2

3

50

14

2

22

6

2

98

60

69

13

56

15

61

17

24

15

48

7

21

11

9

1

%

Preferred beer brand inside hamper

• Most of consumers prefer famous beer brands such as Heineken, Tiger, 333 inside the hamper.

• However, it is because of different taste of different areas, therefore, Hanoi beer is more attractive in Hanoi

while Larue is the most popular in Da Nang comparing to the other 2 areas.

N=265 N=90 N=100 N=75 Base on respondents who buy gift for Tet

Page 22: Insights to plan your next TET Holiday Marketing Campaigns

89

85

54

38

28

32

14

22

9

11

46

26

7

5

4

3

2

1

1

Cocacola

Pepsi

7UP

Fanta

Sprite

Mirinda

Orangina

Big cola

Chuong Duong

Bidrico

Like Like the most

93

92

56

37

26

29

13

24

19

17

40

36

7

1

2

3

2

3

2

1

TOTAL HN ĐN HCM

85

76

43

42

16

31

10

16

2

3

59

22

4

3

1

1

0

89

89

65

35

45

36

20

27

8

16

37

19

12

12

12

5

1

N=265 N=90 N=100 N=75

• Coca-cola, Pepsi và 7Up are always the TOM CSD brand that most of consumers would like to have in the

hamper.

• Moreover, brands such as Fanta, Mirinda & Sprite are more popular in Da Nang comparing to Hanoi & HCMC.

%

Preferred CSD brand inside hamper

Base on respondents who buy gift for Tet

Page 23: Insights to plan your next TET Holiday Marketing Campaigns

62

54

37

20

22

16

31

3

25

19

8

20

32

14

11

4

4

4

4

3

2

2

2

2

Danisa

Oreo

Ritz

Korento

Arsenal

White Castle

Story

Dk

British

Orirental

Goodies

Tiger

Like Like the most

76

61

40

4

6

16

27

8

21

4

2

26

43

11

12

2

7

3 8

1

2

TOTAL HN ĐN HCM

68

41

25

24

34

8

33

2

20

17

4

17

37

13

6

4

8

1

6 2

1

3

1

2

37

61

48

32

25

28

32

35

40

21

16

12

20

16

9

4

1

5

3

5

1 N=265 N=90 N=100 N=75

• Biscuit is also popular that most of consumers want to have inside the hamper. These brands are ranked as follow:

Danisa, Oreo, Ritz, etc.

• Moreover, consumers in HCMC & Hanoi prefer brand Danisa more than that of Da Nang. As apposed, Oreo is more

popular in Da Nang comparing to Hanoi & HCMC.

%

Preferred biscuit brand inside hamper

Base on respondents who buy gift for Tet

Page 24: Insights to plan your next TET Holiday Marketing Campaigns

60

46

37

37

33

15

18

40

15

13

9

5

4

1

Red/ white wine

Whisky

Rum

Vodka

Brandy

Vietnam wine

Gin

Like Like the most

58

33

29

13

12

2

4

39

12

14

2

1

TOTAL HN ĐN HCM

55

45

41

47

43

20

19

41

16

14

14

5

7

1

69

61

40

52

45

23

32

40

17

11

11

8

4

1

N=265 N=90 N=100 N=75

• Most of consumers choose wine such as red/white wine or whisky/ Cognac for their perfect hamper.

%

Preferred type of wine inside hamper

Base on respondents who buy gift for Tet

Page 25: Insights to plan your next TET Holiday Marketing Campaigns

90

85

73

29

27

13

1

3

2

41

29

15

6

5

1

0

G7 (Trung Nguyen)

Nescafe

Vinacafe

Maccoffee

Moment (Vinamilk)

Americafe

Cafe Viet

BKcoffee (Bikacafe)

Eagle Express

Like Like the most

87

80

76

19

16

9

6

2

3

2

44

26

18

1

9

1

1

TOTAL HN ĐN HCM

90

85

68

24

25

17

3

1

46

31

15

4

3

1

95

91

76

49

44

16

1

1

31

31

11

16

1

N=265 N=90 N=100 N=75

Preferred coffee brand inside hamper

• Trung Nguyen café, Nescafe và Vinacafe are long standing and famous brand in Vietnam market. Thus, they are

definitely will be the first choice for a hamper. There are no significant different between locations.

• However, due to the different taste and smell of each areas, Maccoffee is more popular in Da Nang comparing to

Hanoi & HCMC

%

Base on respondents who buy gift for Tet

Page 26: Insights to plan your next TET Holiday Marketing Campaigns

80 83

64 59 64

47 44

20 16

48 22

13 36

7

88

79

67

61

60

54

41

32

26

23

22

20

19

7

1

Greetings to grand parents

Visit friend's house/…

Comeback to hometown

Stay homne

Eat/ drink at home

Watch TV/ film at home

Go to coffee shop

Visit bosses' house for…

Go to shopping mall/…

Go to entertainment…

Go to cinema

Visit clients/ partners'…

Travel domestic

Play game

Overseas travelling

90 73

79 81

67 64

55 39 37

27 20

10 11

2

9380

59 42

48 52

25 37

24 21

16 27

11 4 2

TOTAL

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

HCM HN ĐN %

Base on all respondents

Activities during Tet holidays • The main activities on Tet are greetings to grandparents, come to friends’ house and comeback the hometown.

• HCMC: consumers often go to the restaurants, go to the entertainment center: Dam Sen Park, Suoi Tien…,

domestic travelling more than consumers in HN & DN because there are a lot of restaurants & entertainment

centers in HCMC. In addition, we can find that the consumers in HCMC spend more money than consumers in HN

& DN.

• Hanoi: consumers visit the boss’ house for greetings more than consumers in HCMC & DN. Seems that this is a

custom of Hanoi people in Tet holidays.

Page 27: Insights to plan your next TET Holiday Marketing Campaigns

Expenditure for Tet

24 35

21 16

60 52

66 63

16 13 13 21

I will spend lessfor this year Tetcompare to lastyear Tet.

I will spend anequivalentamount for thisyear Tetcompare to lastyear Tet.I will spend morefor this year Tetcompare to lastyear Tet.

Overall HCM HN ĐN

15 16 17 19 12 12 16 17

35 35 33 33 40 40 31 32

12 12 12 11 16 16

9 8

12 11 13 12 9 9

13 13

12 12 11 11 10 10 15 15

14 14 14 14 13 12 16 15

Lastyear

Thisyear

Lastyear

Thisyear

Lastyear

Thisyear

Lastyear

Thisyear

Other

Spend forparty

Spend fortravelling

Spend for gifts

Spend forfamilyshoppingSpend for selfshopping

Overall HCM HN ĐN

Expenditure this year Tet VS last year Tet

Expenditure this year VS last year

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

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

%

%

Base on all respondents

• Most of consumers are planning to spend an equivalent

amount for this year Tet compare that of last year and

mostly on family shopping.

• However, it seems to be that the consumers in HCMC are

willing to pay more for this Tet. As apposed, Da Nang

consumer are willing to spend less comparing the other 2

areas.

Page 28: Insights to plan your next TET Holiday Marketing Campaigns

Salary & Bonus

44

60

35 38

51

37

56 59

5 3 9

3

Lower salarycompare withlast year

Equivalentsalary comparewith last year

Higher salarycompare withlast year

Overall HCMC HN DN

Salary

31 44

23 23

56

49

65 56

13 6 12

20 Lower bonuscompare withlast year

Equivalentbonus comparewith last year

Higher bonuscompare withlast year

Overall HCMC HN DN

Tet bonus salary

• The salary and bonus this year is staying unchanged comparing to that of last year. Salary of HCMC

areas seem to be higher than salary last year while almost all salary in Hanoi and Da Nang is remain

the same.

• It seems to be that consumers in Da Nang areas not usually get bonus salary for Tet comparing to

HCMC and Hanoi.

% %

Base on all respondents who are employee and have salary

N=205 N=65 N=77 N=63 N=179 N=63 N=52 N=64

Page 29: Insights to plan your next TET Holiday Marketing Campaigns

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