Category

CSD Carbonated Soft Drink

RTDT Ready To Drink Tea
ED Energy Drink
SPO Sport Drinks
PW Packaged Water
JD Juice Drinks

Period
MAT Moving Annual Total (accumulated 12 months)
MAT TY MAT This Year
MAT LY MAT Last Year
MAT 2YA MAT 2 Years Ago

Market Break Down

Urban + Rural TT Urban + TT Rural + MT Urban
Total Vietnam TT Urban + TT Rural + MT Urban
TT Urban Traditional Trade Urban
TT Rural Traditional Trade Rural
MT Urban Modern Trade Urban
6 Key Cities in Urban (Hanoi, HCM, Haiphong, Cantho,
6 CTs
Nhatrang, Danang)

4 CTs Haiphong, Cantho, Nhatrang, Danang

North NE/NW + RRD

Central NCC + CH + SCC

South S.East + MKD

NE/NW North East Nort West
RRD Red River Delta
NCC North Central Coast
CH Central Highland
SCC South Central Coast
SE Sout East
MKD Mekong Delta
Is the sales channel where consumers do not consume
Off Premise their purchased products at the same store they
Channel purchase them, e.g. Traditional Grocery Stores,
Beverage Stores, Market Stall…
Is the sales channel where consumers do consume their
On Premise
purchased products at the same store they purchase
Channel
them, e.g. Restaurant, Coffee Shop, Eatery…
Fact Type
Volume/Value Sales
Volume/Value % Share
Volume/Value Growth vs. YA
Volume/Value % Share of Trade
Numeric Distribution
Weighted Distribution
Vol S.P.P.D
Price Per Pack
Average Price
Average Price Index vs. Category

Brand Leverage
TOM
Spontaneous
Favourite
Total Awareness
Past 3 Months usage

Past 1 Month usage

Brand Use Most Often P3M

Sales to consumer expressed in volume/value basis
Share of a brand/SKU on either total market or specific segment
% sales change from certain period vs. same period last year
% sales from certain channels/ markets out of total business
Represents the percentage of stores within the universe handling the product during the audit period
Represents the percentage of category turnover accounted for by those stores handling the product during the audit period
Sales Per Point of Distribution - Rate of Sale
Average retail selling price to the consumer
Value Sales/ Volume Sales
(Average Price of a product/ Average Price of Cateogry)*100
Background & Question
You are Big Brand, the market leader in Laundry
Since beginning of 2013, a competitor, Action entered the Laundry category and has been gaining share since then

Big would like to know the strong and weak points of Action and how to fight back effectively
en gaining share since then
FOR ACTION'S PORTFOLIO

Value Sales ('Million VND)

Action's Portfolio
Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15
Cross Categories
Action Laundry 74 99 99 190 212 263 282 308 352
Action Teeth 23 24 24 24 23 24 24 23 21
Action Skin 9 10 10 10 10 10 10 10 10
Total Vietnam Action Dish 0 0 0 0 0 0 0 0 0
Action Face 0 0 0 1 1 0 1 1 1
Action Skin 0 0 0 0 0 0 0 0 0
Action Hair 29 28 28 28 28 28 28 28 27

FOR LAUNDRY
Value % Share
Brands in Laundry Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15
Action 3.6 5.1 5.1 9.8 11.6 14.1 14.9 15.5 17.4
Big 68.4 66.7 66.7 62.6 62.1 60.4 59.1 56.5 56.6
Total Vietnam Cheapo 2.8 2.9 2.9 2.8 2.6 2.6 2.5 2.5 2.3
Dirtygone 6.3 6.9 6.9 6.0 5.7 5.5 5.1 5.0 4.4
Extreme 1.9 2.5 2.5 5.0 5.2 4.4 4.5 5.9 5.4
Action 0.5 0.6 0.6 1.8 2.2 2.9 2.6 2.7 2.7
Big 68.8 70.0 70.0 64.1 63.2 65.2 60.8 53.3 56.4
MT Urban Cheapo 1.8 1.8 1.8 2.2 1.9 2.0 2.4 2.1 2.4
Dirtygone 3.8 3.9 3.9 2.8 2.8 2.6 3.1 3.7 3.2
Extreme 5.2 7.9 7.9 13.6 13.7 10.8 12.9 20.1 17.9
Action 2.9 4.2 4.2 6.0 6.9 8.4 8.5 8.2 8.3
Big 64.5 63.0 63.0 61.6 61.7 59.8 59.7 58.6 59.4
TT Urban Cheapo 2.1 2.0 2.0 2.0 2.1 1.7 1.8 2.2 2.3
Dirtygone 7.1 7.4 7.4 6.7 6.4 6.1 6.3 6.4 5.9
Extreme 3.3 3.6 3.6 6.7 6.7 6.6 6.3 7.2 7.3
Action 4.5 6.4 6.4 13.7 16.3 19.8 21.3 22.4 25.3
Big 70.4 68.1 68.1 62.9 62.1 59.8 58.4 55.8 55.0
TT Rural Cheapo 3.3 3.5 3.5 3.5 3.1 3.2 2.9 2.7 2.3
Dirtygone 6.4 7.1 7.1 6.2 5.9 5.6 4.8 4.4 3.7
Extreme 0.6 0.9 0.9 2.3 2.5 1.9 1.7 2.4 2.2

Value % Share
Big Action Cheapo Dirtygone
MAT MAT
MAT 2YA MAT LY MAT TY MAT LY MAT TY MAT LY MAT TY MAT 2YA
2YA 2YA
TT Off NE/NW Rural 75.3 66.1 58.0 8.0 18.5 25.3 0.7 0.9 3.5 4.4
TT Off RRD Rural 73.4 65.4 62.2 11.8 19.4 23.6 1.1 1.4 2.2 5.0
TT Off NCC Rural 67.3 57.2 50.7 14.8 24.1 27.7 0.7 0.7 2.4 4.2
TT Off CH Rural 58.0 51.3 50.4 13.5 23.1 26.1 6.5 6.6 6.5 5.4
TT Off SCC Rural 54.5 49.6 46.3 19.5 27.1 31.9 5.8 5.0 5.7 3.4
TT Off SE Rural 51.0 48.5 45.5 28.8 32.9 31.1 2.5 2.7 3.8 4.4
TT Off MKD Rural 50.6 45.6 43.4 20.4 28.2 29.2 6.7 4.7 5.8 10.2
TT Off NE/NW Urban 67.8 69.0 61.8 3.7 6.0 4.6 1.5 1.0 1.3 7.9
TT Off RRD Urban 69.9 63.5 59.5 2.9 5.1 7.2 0.4 0.5 1.2 2.4
TT Off NCC Urban 64.2 60.0 59.5 3.6 5.9 6.6 0.1 0.3 0.9 10.8
TT Off CH Urban 65.7 63.0 59.2 1.7 1.7 3.4 3.7 3.9 6.0 9.6
TT Off SCC Urban 64.9 67.1 65.7 3.8 5.4 8.9 1.3 1.5 2.2 8.1
TT Off SE Urban 58.4 56.6 52.9 8.8 9.7 12.1 2.3 3.1 3.5 5.8
TT Off MKD Urban 46.9 46.8 47.3 13.7 16.8 17.3 4.3 4.0 4.2 17.6

Value % Share
Value % Share - Total Vietnam
MAT PACKSI MAT
BRAND PACKSIZE MAT LY MAT TY BRAND MAT LY MAT TY BRAND
2YA ZE 2YA
Big 100 1.9 1.4 1.0 Action 360 NA 0.2 0.5 Cheapo
Big 1200 2.0 1.5 1.2 Action 4100 NA 0.7 1.7 Cheapo
Big 2700 1.7 1.2 1.0 Action 720 NA 0.5 0.9 Cheapo
Big 3000 9.8 7.4 5.7 Action 3000 0.1 0.1 0.1 Cheapo
Big 360 1.4 1.6 1.1 Action 1500 0.2 0.4 0.5 Cheapo
Big 400 15.0 13.1 10.1 Action 3000 2.1 2.7 3.4 Cheapo
Big 4100 2.7 2.2 2.3 Action 400 2.5 3.1 3.3 Cheapo
Big 4500 3.5 6.2 7.7 Action 4500 3.7 3.8 3.4 Cheapo
Big 5500 1.6 1.3 1.1 Action 6000 0.9 1.5 1.8 Cheapo
Big 6000 1.4 2.1 2.6 Action 800 3.1 4.6 4.1 Cheapo
Big 720 1.7 1.8 1.4 Action
Big 800 12.0 9.7 9.3

Numeric Distribution
Big Action Cheapo Dirtygone
MAT
MAT 2YA MAT LY MAT TY MAT 2YA MAT LY MAT TY MAT LY MAT TY MAT 2YA
2YA
TT Off NE/NW Rural 88 82 79 31 34 43 13 7 9 36
TT Off RRD Rural 75 76 77 17 28 33 4 5 5 17
TT Off NCC Rural 87 83 78 30 35 41 3 4 5 23
TT Off CH Rural 96 93 92 28 45 50 27 27 27 48
TT Off SCC Rural 92 88 87 29 42 51 33 30 27 20
TT Off SE Rural 89 87 84 54 62 65 17 18 20 35
TT Off MKD Rural 77 75 75 36 46 53 41 39 33 49
TT Off NE/NW Urban 70 66 65 9 11 6 11 5 5 27
TT Off RRD Urban 66 66 65 7 11 17 2 2 3 15
TT Off NCC Urban 68 66 66 6 10 15 1 2 3 31
TT Off CH Urban 80 78 77 4 8 14 10 10 14 47
TT Off SCC Urban 81 80 80 8 11 17 8 7 8 32
TT Off SE Urban 79 80 81 25 30 36 9 9 10 38
TT Off MKD Urban 79 76 77 37 41 42 34 28 24 70

Numeric Distribution
BRAND BASESIZE MAT 2YAMAT LY MAT TY
Action 4500 14 15 14
Dirtygone 4500 0 1 3
Big 4500 21 29 33
Cheapo 4500 4 9 10
Action 400 26 29 31
Dirtygone 400 1 1 1
Big 400 82 80 77
Cheapo 400 8 18 19

Total Vietnam - Average Price Index vs Category Total Vietnam - Price Per Pack
PACKSI
MAT 2YAMAT LY MAT TY Action Big Cheapo Dirtygone
ZE (g)

Total Laundry 100 100 100 90 4,712 3,130

Total Action 96 97 98 100 5,017 3,250
-Action Scented Powder NA 108 107 250 5,400 8,303
-Action Regular Powder 96 97 97 400 16,289 16,940 15,988 12,915
Total Big 108 107 106 800 32,406 33,585 31,120 24,649
-Big Baby Liquid 135 1200 49,354 33,638
-Big Scented Liquid 146 139 136 1500 59,194
-Big Regular Liquid 149 140 137 2200 57,040 61,190
-Big Regular Powder 105 104 102 3000 110,306 113,392 103,209
-Big Scented Powder 107 108 108 4500 159,172 167,555 161,132 125,471
-Big Baby Powder 111 6000 205,152 207,194 152,391 155,230
Cheapo 71 74 76
Dirtygone 79 79 77
Extreme 168 147 132
 Q2'15 Q3'15 Q4'15 Action Laundry
355 373 376 400
23 25 25 Chart Title
10 11 12
350 action laudry
1 2 11
26 30.0
300
1 0 0
25
250 25.0
0 0 0
A skin
27 26 25 24 20.0
200
14
150
23 15.0 A value share
12
25.0100
ChartChart
Title Title
Q2'15 Q3'15 Q4'15 22 10.0
10
250.0
Chart Title
18.4 19.4 19.1 50
21 5.0 5.0
Chart Title
56.2 54.2 54.4 20.0
2980 Chart Title
2.5 3.0 3.4 20 1 4.52
80.0 200.0
3 4 5 6 7 8 9 10 11 12
4.4 4.8 4.6 670.0 0.0 0 a hair
2 4 6 8 10 12 14
5.4 5.4 5.8
28
15.0
19
4.0
70.0
150.0
Big value
Chart Title % share
4 1 3.52 3 4 5 21 6 7 26 8 9 31 10 11 12
3.7 5.3 6.0 25.0 80.0 60.0 60.0 Row Row Row
27
57.3 56.0 57.6 10.0 3.0
70.0 250.0 100.0
2.5 2.9 3.0 50.0
26 2.5
3.3 4.4 4.4
20.0
60.0
5.0 040.0 1 40.0 50.0
2.0
2 3 4 5 6 7 8 9 10 11 12
17.8 15.4 13.5
9.2 10.4 10.6 50.025 30.0
1.5
15.0 30.0
57.4 56.0 56.0 0.0
0.0
40.0 1.0 1 2 3 4 5 6 7 8 9 10
2.5 2.8 2.7
24 1
20.0 220.0 3 4 5 6 7 8 9 10 11 12
10.0 0.5 1Row 222 3 4Row527
6.2 6.7 6.6 30.0 10.0 Row 32
23 10.0
7.6 7.5 8.2
20.0 1 20.0
0.0 3 4 5 6 7 8 9 10 11 12
26.5 27.2 27.2 5.0 1 2 1 2 33 4 5 4 5
55.2 52.8 52.7 10.0
0.0
1
Chart
2
Title 3 4 5 6
2.5 3.2 4.0 35.0
0.0 0.0
3.6 3.8 3.4 1 12 23 34 45 56 67 78 89 9
10 10
11 11
12 12
1.7 2.3 2.7 30.0

Value % Share of Trade

25.0
Dirtygone Value Share of Trade

MAT LY MAT TY 20.0 Big Action

2.9 2.5 TT Off NE/NW Rural 15.3 17.8

3.9 3.3 TT Off RRD
15.0 Rural 4.3 4.4
2.8 1.8 TT Off NCC Rural 8.5 12.4
4.4 3.7 TT Off CH Rural 3.0 4.1 20.0
10.0
2.3 1.4 TT Off SCC Rural 3.7 6.9
15.0
3.3 2.5 TT Off SE Rural 8.0 14.6
5.0
6.6 6.3 TT Off MKD Rural 10.1 18.1 10.0
3.3 4.4 TT Off NE/NW Urban 0.3 0.1
0.0 Urban
TT Off RRD 5.0
1.7 1.8 l 10.1
l 3.3
l
ra
l
ra
l
ra ra ra
l
ral ra a n a n a n a n a n a n an
Ru Ru Ru Ru Ru Ru Ru U rb Urb Urb Urb Urb Urb Urb0.0
W R D NCC CH S CC SE KD W RD NCC CH S CC SE KD al al al al
E /N ff R ff Off ff Off M /N ff R ff ff ff M ur R ur R ur R ur Rur
N O O O ff E ff O O ff R
TT TT TT TT O N O O TT
O
TT O W R D NCC CH S CC
Off TT TT Off TT TT TT TT /N ff R ff
TT
T T N E
O Off O Off T O
TT TT TT T
Off TT
TT Co
Column E Column F Column G
 20.0
10.0
15.0
5.0
10.0

0.0 5.0
l l l l l l l n n n n n n
r a ra ra
ur
a ra ra r a a a a a a a an
8.0 7.3 TT Off NCC UrbanRu Ru Ru R0.8 Ru Ru 0.2 Ru U rb Urb Urb Urb Urb Urb Urb0.0
D C H C S E 0.1 KD
11.5 13.1 TT Off CHNW Urban RR NC ff C 0.4 SC NW R R
D C CH S CC SE KD al al al al
E / ff ff O ff O ff M / NC ff ff ff M ur R ur R ur R ur Rur
ff E ff O R
7.0 6.6 TT Off NSCC Urban
O O TT TT
O2.2 T
T O 0.8 N Off T O TT
O O
TT Off D C H C
Off SE Urban
TTTOff
TT TT TT O ff TT T TT TT / NW R R NC ff C ff S C
6.0 6.6 T 18.2 11.2
T E ff ff O O O
T N O O TT TT
17.7 17.3 TT Off MKD Urban 3.2 3.1 Off TT TT TT
TT Co
Column E Column F Column G

Share - Total Vietnam

PACKSI MAT
MAT LY MAT TY BRAND PACKSIZE MAT 2YA MAT LY MAT TY
ZE 2YA
100 0.0 0.0 0.0 Dirtygone 2400 0.3 0.2 0.3
2200 1.0 0.7 0.7 Dirtygone 260 0.4 0.2 0.1
250 0.5 1.0 0.8 Dirtygone 300 0.3 0.3 0.3
300 1.2 0.1 0.0 Dirtygone 3000 0.2 0.2 0.2
3800 0.3 0.1 0.0 Dirtygone 400 0.0 0.1 0.0
400 0.4 1.3 1.1 Dirtygone 4000 0.1 0.0 0.0
4500 0.0 0.2 0.3 Dirtygone 4500 0.0 0.1 0.6
550 1.7 0.1 0.0 Dirtygone 560 0.3 0.2 0.1
6000 0.0 0.1 0.5 Dirtygone 600 0.1 0.1 0.1
800 0.4 1.0 1.0 Dirtygone 6000 0.4 0.7 1.1
Dirtygone 800 0.0 0.0 0.2
Dirtygone 90 0.1 0.1 0.0

Dirtygone

MAT LY MAT TY

24 17
20 15
16 10
32 30
16 13
28 23
39 37
23 23
12 11
28 28
43 47
30 29
40 40
68 68
Title

9 10 11 12
10 12 14

9 31 10
Row 11 12

9 10 11 12

7 8 9 10 11 12
10 11 12
ow527 Row 32
10 11 12
5 4 5
5 6

10
11 11
12 12

Chart Title

20.0

15.0

10.0

5.0

0.0
l l l l l l l
ra ra ra ra ra ra ra an an an an an an an
Ru Ru Ru Ru Ru Ru Ru Urb Urb Urb Urb Urb Urb Urb
W R D NCC CH SCC SE KD D C H C SE KD
E /N ff R ff O ff ff Off M / NW R R NC ff C ff S C ff M
N O O T O T Off E ff ff O O O ff
T N O O TT TT O
Off TT TT T TT TT TT TT
T Off TT TT
ColumnT P T Column Q
 20.0

15.0

10.0

5.0

0.0
l l l l l l l
ra ra ra ra ra ra ra an an an an an an an
Ru Ru Ru Ru Ru Ru Ru Urb Urb Urb Urb Urb Urb Urb
R D NC C CH SCC E KD
W
/N ff R ff ff
S
M W RD NCC CH S CC SE KD
E ff O Off O ff E /N ff R ff Off ff O ff M
N O
TT
O TT TT TT O N O O TT
O
TT Off
Off TT TT Off TT TT TT TT
T
ColumnTTP Column Q
Volume Sales in Units of Action - Total Vietnam
Action 800g Action 3kg Action 4.5kg
Aug'14 Sep'14 Aug'14 Sep'14 Aug'14 Sep'14
Total Items 464,923 564,563 89,828 136,644 126,866 157,191
Items which have promotion 151,773 321,633 42,120 91,442 72,398 115,103

Feedback from Retailers on Action Promotion

There’s a basket promotion when buying from 800g up
Many customers request Action in Sep’14, I introduced it because I participate in a display
program,
and I purchased a lot because of big trade discount
I purchase only when I’m OOS. Some months it sells, some months it doesn’t

Value % Share - Total Vietnam

MAT 2YA MAT LY MAT TY

Big's Items which have promotion

1.2 1.1 2.7

In Home Usage Study Result:

 Promo items:

participate in a display