NCC 2018 - Round 1 Case

NIELSEN CASE COMPETITION (NCC 2018) - ROUND
NIELSEN CASE COMPETITION (NCC 2018) - ROUND 1
CASE STUDY PURPOSE
This case study is designed with a purpose to understand your ability in analyzing data, generating insights and providing re
this case study analysis on power point, it also helps to access your skill in illustrating slides, connecting the dots to build yo
BUSINESS BACKGROUND
YOJI is second biggest players in Liquid Milk category in Vietnam, having 2 brands - Smartmilk and Star. However, both of o
is now considering to launch new product - Organic Liquid Milk to recover their performance.
OBJECTIVE
YOJI would like Nielsen to do the analysis to:
- Suggest YOJI whether to launch Organic Liquid Milk or not and why
- If launching this new product, recommend which regions to focus
YOUR ROLE
This case study is designed to be a “real life” situation. You will be a Nielsen consultant to provide market insights and reco
strategy. You will present your analysis on powerpoint file with maximum 10 slides
The insights & recommendations will be based on Sheet 2 - Manufacturers Performance & Sheet 3 - Consumer Quantitati
Market Product BRAND FLAVOUR PACKAGE
Vietnam (MT Urban) Total Category
Carton
PLBT (Plastic Bottle)
TFA (Soft pack/ Fino)
Elite
Unami Organic Plain Carton
Unami Organic Sweetened Carton
Unami Chocolate TFA
Unami Plain TFA
Unami Strawberry TFA
Unami Sweetened Carton
Unami Sweetened TFA
Yoji
Smartmilk Sweetened Carton
Star Strawberry Carton
Star Sweetened Carton
Star Sweetened TFA
Goldmilk
Goldmilk Less Sugar Carton
Goldmilk Sweetened Carton
Farmy
Pro Plus Vanilla Carton
Pro 100% Fresh Plain TFA
Wonderland
Mina Organic Less Sugar PLBT
Happy Kids Vanilla PLBT
MT Urban Total Category
Carton Carton
PLBT PLBT
TFA TFA
Elite
Unami Chocolate TFA
Unami Plain TFA
Unami Sweetened TFA
Yoji
Star Sweetened TFA
Goldmilk
Farmy
Wonderland
TT Off Vietnam Total Category
Carton Carton
PLBT PLBT
TFA TFA
Elite
Unami Chocolate TFA
Unami Plain TFA
Unami Sweetened TFA
Yoji
Star Sweetened TFA
Goldmilk
Farmy
Wonderland
TT Off North Total Category
Carton Carton
PLBT PLBT
TFA TFA
Elite
Unami Chocolate TFA
Unami Plain TFA
Unami Sweetened TFA
Yoji
Star Sweetened TFA
Goldmilk
Farmy
Wonderland
TT Off Central Total Category
Carton Carton
PLBT PLBT
TFA TFA
Elite
Unami Chocolate TFA
Unami Plain TFA
Unami Sweetened TFA
Yoji
Star Sweetened TFA
Goldmilk
Farmy
Wonderland
TT Off South Total Category
Carton Carton
PLBT PLBT
TFA TFA
Elite
Unami Chocolate TFA
Unami Plain TFA
Unami Sweetened TFA
Yoji
Star Sweetened TFA
Goldmilk
Farmy
Wonderland
Value Sales (Bil. VND)
BASESIZE 2016 2017 Q1'16 Q2'16 Q3'16 Q4'16 Q1'17 Q2'17 Q3'17
20,684 21,376 5,079 5,168 5,226 5,210 5,390 5,576 5,373
12,822 12,986 3,195 3,157 3,247 3,223 3,342 3,370 3,255
2,987 3,312 720 759 749 758 775 875 831
4,813 5,006 1,149 1,239 1,211 1,214 1,256 1,314 1,270
9,207 9,643 2,232 2,274 2,324 2,377 2,391 2,510 2,459
1000 304 288 75 81 78 70 74 79 73
1000 332 271 76 95 91 71 68 80 69
110 853 1,100 193 195 222 242 254 282 285
180 1,431 1,717 331 334 370 395 402 441 445
220 325 367 75 80 80 90 91 94 96
220 878 964 212 214 214 239 246 251 246
220 216 236 49 53 55 59 64 61 58
110 971 863 252 232 248 239 224 218 219
180 975 790 248 245 252 231 220 206 193
220 2,922 3,045 720 745 715 742 749 797 775
3,151 2,906 754 800 814 783 788 736 714
110 266 304 67 59 67 73 77 72 79
170 673 596 168 162 178 165 160 146 145
180 396 301 94 104 101 97 85 73 75
110 403 307 98 109 103 94 92 78 73
180 1,070 923 261 272 278 259 259 242 218
220 344 475 67 95 87 95 116 125 124
1,847 1,861 511 472 452 412 494 494 439
180 349 404 86 86 87 90 103 102 95
110 477 486 135 119 118 105 128 128 119
180 1,021 971 290 267 246 218 263 264 225
1,435 1,619 336 345 373 380 415 429 414
110 577 614 124 139 151 162 161 162 152
180 501 551 122 125 127 128 141 148 144
220 356 455 90 81 95 90 114 119 118
1,084 1,355 237 262 284 301 291 343 358
237 295 371 60 79 74 81 77 87 99
237 789 984 176 183 210 220 214 256 259
4,535 4,841 1,141 1,146 1,144 1,104 1,179 1,265 1,235
2,319 2,441 587 580 584 568 610 633 628
1,265 1,396 324 324 314 303 321 366 350
914 951 222 235 235 223 235 254 243
1,735 1,742 438 437 438 422 430 459 455
1000 190 181 50 50 48 43 47 49 46
1000 166 124 40 48 46 32 30 36 32
110 101 116 29 23 25 24 29 31 29
180 293 317 74 69 70 79 73 82 87
220 61 80 13 13 16 19 19 22 21
220 196 227 51 48 46 51 55 59 58
220 36 46 8 8 9 10 11 13 12
110 81 69 22 20 22 17 18 16 18
180 111 88 31 29 29 23 23 22 23
220 501 495 121 129 126 125 124 129 129
482 483 110 125 125 122 126 122 119
110 24 25 6 5 6 7 7 5 7
170 97 91 25 22 24 26 25 21 23
180 70 53 17 20 18 15 14 13 12
110 46 38 11 13 12 10 10 9 9
180 176 166 38 46 47 45 46 43 39
220 70 110 13 20 18 19 25 31 29
444 533 117 110 110 108 129 139 134
180 120 154 31 28 30 32 36 39 39
110 86 110 22 21 22 21 26 29 29
180 238 269 64 60 58 56 67 72 66
234 276 58 57 61 58 67 71 70
110 92 105 20 23 24 24 26 29 25
180 72 96 16 17 19 20 23 24 26
220 71 75 21 17 19 14 18 18 20
227 319 48 54 62 64 71 77 86
237 104 142 23 26 27 28 30 33 37
237 124 177 25 28 35 36 40 44 49
16,149 16,534 3,938 4,023 4,082 4,106 4,211 4,311 4,139
10,503 10,545 2,608 2,577 2,664 2,655 2,731 2,737 2,627
1,722 1,915 396 436 436 455 454 509 481
3,899 4,055 927 1,004 976 991 1,021 1,060 1,026
7,472 7,901 1,794 1,837 1,886 1,955 1,961 2,050 2,004
1000 113 107 25 31 30 27 27 30 27
1000 167 147 36 47 45 39 37 44 37
110 752 985 164 173 197 218 225 250 256
180 1,138 1,400 258 264 300 315 329 358 358
220 264 287 62 67 64 71 72 73 75
220 682 737 161 165 167 189 191 192 188
220 180 190 42 45 45 49 53 49 46
110 890 795 230 212 226 223 206 202 202
180 864 702 218 216 223 208 197 184 170
220 2,421 2,550 599 616 589 617 626 668 646
2,669 2,423 644 675 690 661 661 614 594
110 242 279 60 54 61 66 70 67 72
170 576 505 143 140 154 139 135 125 122
180 326 248 77 84 83 82 70 60 63
110 358 269 87 96 91 84 82 68 64
180 894 758 222 226 231 214 213 200 179
220 273 365 54 75 69 76 91 94 95
1,403 1,328 394 363 342 304 364 355 305
180 229 250 56 58 57 58 66 63 56
110 391 376 113 97 96 84 103 100 91
180 783 702 226 207 188 162 195 192 159
1,200 1,343 279 288 312 322 349 358 344
110 485 509 104 116 127 138 135 133 127
180 429 454 106 108 108 108 118 124 118
220 286 379 69 64 76 77 95 101 98
856 1,036 188 209 222 237 221 266 272
237 191 229 37 53 47 53 47 54 62
237 665 807 151 155 175 184 174 212 210
3,726 3,624 895 937 962 932 956 969 910
3,283 3,178 803 821 836 822 849 837 796
274 288 58 70 76 70 70 86 72
170 157 34 45 50 40 37 47 43
1,192 1,250 263 303 320 306 306 336 321
1000 47 41 10 14 13 10 11 12 10
1000 71 62 14 23 21 14 14 21 16
110 141 167 28 37 40 36 40 43 41
180 174 197 40 44 45 46 46 52 52
220 4 22 0 0 0 4 5 6 6
220 17 55 0 3 12 13 17 15
220 3 9 0 2 2 3 2
110 434 410 104 110 115 106 98 104 108
180 282 217 67 76 78 62 62 56 52
220 19 71 3 14 16 22 19
612 539 140 151 162 159 157 138 134
110 55 63 14 11 14 16 17 17 15
170 166 162 43 38 42 42 45 42 40
180 131 102 29 35 34 33 28 24 31
110 80 56 16 21 21 22 20 13 13
180 174 146 38 45 48 44 45 40 33
220 7 9 0 2 2 2 2 2 3
423 372 127 113 96 86 102 100 89
180 34 34 8 10 8 8 9 10 7
110 143 135 44 36 32 31 36 35 33
180 245 203 75 67 56 46 57 55 48
108 107 25 26 29 29 29 26 25
110 94 98 21 22 24 26 26 23 23
180 11 8 2 3 4 2 2 2 1
220 3 1 1 1 1 1 0 0 0
52 73 10 13 14 14 15 20 21
237 13 22 3 3 3 3 4 7 7
237 38 50 7 10 11 11 12 13 14
4,028 4,244 977 986 1,025 1,039 1,098 1,114 1,049
2,837 2,927 697 683 729 728 756 760 725
511 617 116 134 124 138 158 165 147
668 691 161 165 169 172 182 186 174
1,703 1,893 412 392 435 465 466 491 485
1000 10 10 2 3 3 2 2 3 3
1000 14 16 2 3 5 4 3 4 4
110 297 418 63 63 80 93 93 106 110
180 342 451 73 75 93 101 104 116 118
220 46 54 12 11 11 12 13 14 14
220 183 187 43 44 46 49 48 50 46
220 16 21 3 3 4 6 7 6 5
110 232 181 64 54 59 56 51 45 44
180 219 170 61 53 53 52 48 45 42
220 345 383 88 82 83 91 96 101 99
625 536 146 162 168 149 146 133 130
110 107 123 26 27 26 27 27 30 32
170 227 196 56 56 63 53 50 49 48
180 32 16 7 10 8 7 6 4 3
110 68 51 13 20 19 16 17 12 12
180 160 110 38 42 44 36 35 27 24
220 32 38 7 9 8 9 10 11 11
446 426 127 112 110 97 124 116 94
180 51 54 13 12 13 13 16 14 11
110 169 160 48 41 44 36 46 43 38
180 226 211 67 59 53 47 62 59 45
410 435 90 98 105 117 124 124 107
110 243 269 46 57 63 77 71 73 68
180 58 53 19 14 12 13 17 14 12
220 109 113 25 27 30 27 35 37 27
155 206 31 38 41 45 48 50 49
237 50 62 8 15 12 14 14 13 14
237 105 144 23 23 29 31 34 37 35
8,395 8,666 2,066 2,100 2,094 2,135 2,156 2,228 2,179
4,384 4,440 1,108 1,073 1,098 1,105 1,127 1,141 1,107
937 1,010 223 231 236 247 225 259 262
3,062 3,207 732 793 757 779 801 827 809
4,576 4,758 1,119 1,142 1,131 1,184 1,188 1,224 1,197
1000 62 57 15 16 15 15 15 16 13
1000 88 71 22 23 22 21 20 19 16
110 316 399 74 75 79 89 92 101 105
180 620 751 145 146 161 169 178 189 188
220 207 211 48 53 51 55 53 52 54
220 468 492 113 116 114 126 128 125 127
220 157 159 37 40 40 40 43 40 39
110 271 218 75 65 66 66 61 57 53
180 387 320 96 95 99 96 89 84 76
220 2,000 2,081 495 512 485 507 509 541 525
1,432 1,348 357 362 360 353 358 343 329
110 79 92 19 16 21 23 26 20 24
170 184 153 45 46 49 44 41 36 36
180 170 138 42 41 43 43 39 34 32
110 210 161 58 55 51 46 45 42 39
180 559 498 147 139 139 133 132 132 120
220 230 306 46 63 57 63 76 79 78
534 530 140 138 135 121 138 139 123
180 160 179 39 40 41 40 46 44 41
110 57 61 16 15 14 12 15 15 15
180 317 290 85 82 80 69 76 79 67
682 801 164 164 177 177 196 208 212
110 214 217 50 51 56 57 57 56 55
180 303 338 73 78 77 75 82 91 91
220 165 246 41 35 44 45 57 62 66
650 758 147 157 167 178 157 196 201
237 124 138 25 34 31 35 28 32 39
237 526 620 122 123 136 144 129 164 162
Value % Share
Q4'17 2016 2017 Q1'16 Q2'16 Q3'16 Q4'16 Q1'17 Q2'17 Q3'17
5,036 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
3,019 62.0 60.8 62.9 61.1 62.1 61.9 62.0 60.4 60.6
831 14.4 15.5 14.2 14.7 14.3 14.6 14.4 15.7 15.5
1,167 23.3 23.4 22.6 24.0 23.2 23.3 23.3 23.6 23.6
2,283 44.5 45.1 43.9 44.0 44.5 45.6 44.4 45.0 45.8
62 1.5 1.3 1.5 1.6 1.5 1.3 1.4 1.4 1.4
55 1.6 1.3 1.5 1.8 1.7 1.4 1.3 1.4 1.3
280 4.1 5.1 3.8 3.8 4.2 4.6 4.7 5.0 5.3
429 6.9 8.0 6.5 6.5 7.1 7.6 7.5 7.9 8.3
87 1.6 1.7 1.5 1.5 1.5 1.7 1.7 1.7 1.8
220 4.2 4.5 4.2 4.1 4.1 4.6 4.6 4.5 4.6
53 1.0 1.1 1.0 1.0 1.0 1.1 1.2 1.1 1.1
202 4.7 4.0 5.0 4.5 4.7 4.6 4.2 3.9 4.1
171 4.7 3.7 4.9 4.7 4.8 4.4 4.1 3.7 3.6
724 14.1 14.2 14.2 14.4 13.7 14.2 13.9 14.3 14.4
669 15.2 13.6 14.8 15.5 15.6 15.0 14.6 13.2 13.3
77 1.3 1.4 1.3 1.1 1.3 1.4 1.4 1.3 1.5
145 3.3 2.8 3.3 3.1 3.4 3.2 3.0 2.6 2.7
68 1.9 1.4 1.8 2.0 1.9 1.9 1.6 1.3 1.4
64 2.0 1.4 1.9 2.1 2.0 1.8 1.7 1.4 1.4
204 5.2 4.3 5.1 5.3 5.3 5.0 4.8 4.3 4.1
110 1.7 2.2 1.3 1.8 1.7 1.8 2.2 2.2 2.3
434 8.9 8.7 10.1 9.1 8.6 7.9 9.2 8.9 8.2
105 1.7 1.9 1.7 1.7 1.7 1.7 1.9 1.8 1.8
110 2.3 2.3 2.7 2.3 2.3 2.0 2.4 2.3 2.2
219 4.9 4.5 5.7 5.2 4.7 4.2 4.9 4.7 4.2
360 6.9 7.6 6.6 6.7 7.1 7.3 7.7 7.7 7.7
140 2.8 2.9 2.4 2.7 2.9 3.1 3.0 2.9 2.8
118 2.4 2.6 2.4 2.4 2.4 2.5 2.6 2.7 2.7
103 1.7 2.1 1.8 1.6 1.8 1.7 2.1 2.1 2.2
363 5.2 6.3 4.7 5.1 5.4 5.8 5.4 6.1 6.7
108 1.4 1.7 1.2 1.5 1.4 1.6 1.4 1.6 1.8
255 3.8 4.6 3.5 3.5 4.0 4.2 4.0 4.6 4.8
1,162 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
570 51.1 50.4 51.4 50.6 51.0 51.5 51.8 50.0 50.9
360 27.9 28.8 28.4 28.2 27.4 27.5 27.2 28.9 28.3
219 20.2 19.6 19.4 20.5 20.6 20.2 19.9 20.1 19.7
397 38.3 36.0 38.4 38.2 38.3 38.2 36.5 36.3 36.9
39 4.2 3.7 4.4 4.3 4.2 3.9 4.0 3.9 3.8
26 3.7 2.6 3.5 4.2 4.0 2.9 2.6 2.8 2.6
27 2.2 2.4 2.5 2.0 2.2 2.2 2.5 2.5 2.3
74 6.5 6.5 6.5 6.0 6.1 7.2 6.2 6.5 7.0
18 1.3 1.7 1.1 1.2 1.4 1.7 1.6 1.7 1.7
54 4.3 4.7 4.4 4.2 4.0 4.6 4.7 4.7 4.7
10 0.8 0.9 0.7 0.7 0.8 0.9 1.0 1.0 1.0
16 1.8 1.4 1.9 1.8 1.9 1.5 1.5 1.3 1.4
20 2.4 1.8 2.7 2.5 2.5 2.1 2.0 1.7 1.9
113 11.0 10.2 10.6 11.2 11.0 11.3 10.5 10.2 10.4
116 10.6 10.0 9.7 10.9 10.9 11.1 10.7 9.6 9.7
6 0.5 0.5 0.5 0.4 0.5 0.6 0.6 0.4 0.6
22 2.1 1.9 2.2 1.9 2.1 2.4 2.1 1.7 1.9
14 1.5 1.1 1.5 1.7 1.6 1.4 1.2 1.0 1.0
10 1.0 0.8 1.0 1.1 1.0 0.9 0.8 0.7 0.8
38 3.9 3.4 3.4 4.0 4.1 4.0 3.9 3.4 3.1
26 1.5 2.3 1.1 1.7 1.6 1.7 2.1 2.4 2.3
130 9.8 11.0 10.2 9.6 9.6 9.8 11.0 11.0 10.8
40 2.7 3.2 2.7 2.5 2.6 2.9 3.1 3.1 3.1
27 1.9 2.3 1.9 1.9 1.9 1.9 2.2 2.3 2.3
63 5.2 5.6 5.6 5.2 5.1 5.0 5.7 5.7 5.4
68 5.2 5.7 5.1 5.0 5.4 5.2 5.7 5.6 5.7
25 2.0 2.2 1.8 2.0 2.1 2.1 2.2 2.3 2.0
23 1.6 2.0 1.4 1.5 1.6 1.8 1.9 1.9 2.1
19 1.6 1.6 1.9 1.5 1.6 1.3 1.6 1.4 1.6
85 5.0 6.6 4.2 4.7 5.4 5.8 6.0 6.1 7.0
42 2.3 2.9 2.0 2.3 2.4 2.5 2.6 2.6 3.0
43 2.7 3.7 2.2 2.4 3.0 3.2 3.4 3.5 4.0
3,874 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
2,449 65.0 63.8 66.2 64.1 65.2 64.7 64.9 63.5 63.5
471 10.7 11.6 10.1 10.8 10.7 11.1 10.8 11.8 11.6
948 24.1 24.5 23.5 25.0 23.9 24.1 24.2 24.6 24.8
1,886 46.3 47.8 45.6 45.7 46.2 47.6 46.6 47.6 48.4
23 0.7 0.6 0.6 0.8 0.7 0.7 0.6 0.7 0.7
29 1.0 0.9 0.9 1.2 1.1 0.9 0.9 1.0 0.9
254 4.7 6.0 4.2 4.3 4.8 5.3 5.3 5.8 6.2
355 7.0 8.5 6.5 6.6 7.3 7.7 7.8 8.3 8.7
69 1.6 1.7 1.6 1.7 1.6 1.7 1.7 1.7 1.8
167 4.2 4.5 4.1 4.1 4.1 4.6 4.5 4.5 4.5
43 1.1 1.2 1.1 1.1 1.1 1.2 1.3 1.1 1.1
186 5.5 4.8 5.8 5.3 5.5 5.4 4.9 4.7 4.9
151 5.4 4.2 5.5 5.4 5.5 5.1 4.7 4.3 4.1
611 15.0 15.4 15.2 15.3 14.4 15.0 14.9 15.5 15.6
553 16.5 14.7 16.3 16.8 16.9 16.1 15.7 14.2 14.4
71 1.5 1.7 1.5 1.4 1.5 1.6 1.7 1.5 1.7
123 3.6 3.1 3.6 3.5 3.8 3.4 3.2 2.9 2.9
54 2.0 1.5 2.0 2.1 2.0 2.0 1.7 1.4 1.5
55 2.2 1.6 2.2 2.4 2.2 2.0 1.9 1.6 1.5
166 5.5 4.6 5.6 5.6 5.7 5.2 5.0 4.6 4.3
84 1.7 2.2 1.4 1.9 1.7 1.9 2.2 2.2 2.3
303 8.7 8.0 10.0 9.0 8.4 7.4 8.7 8.2 7.4
65 1.4 1.5 1.4 1.4 1.4 1.4 1.6 1.5 1.3
83 2.4 2.3 2.9 2.4 2.4 2.0 2.4 2.3 2.2
156 4.8 4.2 5.7 5.2 4.6 3.9 4.6 4.4 3.8
293 7.4 8.1 7.1 7.2 7.6 7.9 8.3 8.3 8.3
114 3.0 3.1 2.6 2.9 3.1 3.4 3.2 3.1 3.1
94 2.7 2.7 2.7 2.7 2.6 2.6 2.8 2.9 2.9
84 1.8 2.3 1.8 1.6 1.9 1.9 2.3 2.3 2.4
278 5.3 6.3 4.8 5.2 5.4 5.8 5.2 6.2 6.6
66 1.2 1.4 0.9 1.3 1.2 1.3 1.1 1.2 1.5
212 4.1 4.9 3.8 3.9 4.3 4.5 4.1 4.9 5.1
789 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
697 88.1 87.7 89.7 87.7 86.9 88.2 88.8 86.3 87.4
61 7.4 8.0 6.5 7.5 7.9 7.5 7.3 8.8 7.9
31 4.5 4.3 3.8 4.9 5.2 4.3 3.9 4.8 4.7
286 32.0 34.5 29.4 32.3 33.2 32.9 32.0 34.6 35.3
7 1.3 1.1 1.1 1.5 1.4 1.1 1.1 1.3 1.1
10 1.9 1.7 1.6 2.5 2.1 1.5 1.5 2.2 1.8
43 3.8 4.6 3.2 3.9 4.1 3.9 4.2 4.4 4.5
47 4.7 5.4 4.5 4.7 4.7 4.9 4.8 5.4 5.7
5 0.1 0.6 0.0 0.0 0.0 0.4 0.5 0.6 0.6
11 0.5 1.5 0.0 0.3 1.3 1.3 1.7 1.7
2 0.1 0.2 0.0 0.2 0.2 0.3 0.2
100 11.6 11.3 11.6 11.7 12.0 11.4 10.2 10.7 11.9
48 7.6 6.0 7.5 8.1 8.1 6.6 6.4 5.8 5.7
13 0.5 2.0 0.3 1.5 1.7 2.2 2.1
110 16.4 14.9 15.7 16.1 16.8 17.0 16.4 14.2 14.8
15 1.5 1.7 1.6 1.2 1.4 1.7 1.7 1.7 1.6
36 4.5 4.5 4.8 4.1 4.4 4.5 4.7 4.3 4.3
20 3.5 2.8 3.3 3.7 3.6 3.5 2.9 2.4 3.4
10 2.1 1.6 1.8 2.2 2.2 2.4 2.1 1.4 1.4
28 4.7 4.0 4.2 4.8 5.0 4.7 4.8 4.2 3.6
2 0.2 0.3 0.1 0.2 0.2 0.2 0.2 0.2 0.4
81 11.3 10.3 14.2 12.1 10.0 9.2 10.7 10.3 9.7
8 0.9 0.9 0.9 1.0 0.8 0.9 0.9 1.0 0.8
30 3.9 3.7 4.9 3.9 3.3 3.3 3.8 3.7 3.7
43 6.6 5.6 8.4 7.2 5.8 5.0 6.0 5.6 5.2
28 2.9 3.0 2.8 2.8 3.0 3.1 3.0 2.6 2.7
26 2.5 2.7 2.4 2.4 2.5 2.8 2.7 2.4 2.6
1 0.3 0.2 0.3 0.3 0.4 0.2 0.3 0.3 0.1
0 0.1 0.0 0.1 0.1 0.1 0.1 0.0 0.0 0.0
17 1.4 2.0 1.1 1.4 1.5 1.5 1.6 2.0 2.4
5 0.4 0.6 0.3 0.4 0.4 0.4 0.4 0.7 0.8
12 1.0 1.4 0.8 1.1 1.1 1.1 1.2 1.3 1.6
983 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
686 70.4 69.0 71.3 69.3 71.1 70.0 68.8 68.2 69.1
147 12.7 14.5 11.8 13.6 12.1 13.3 14.4 14.8 14.0
148 16.6 16.3 16.5 16.8 16.5 16.6 16.6 16.7 16.6
450 42.3 44.6 42.1 39.7 42.4 44.7 42.5 44.1 46.3
2 0.2 0.2 0.2 0.3 0.3 0.2 0.2 0.2 0.3
4 0.4 0.4 0.2 0.4 0.4 0.4 0.3 0.4 0.4
109 7.4 9.9 6.4 6.4 7.8 8.9 8.4 9.5 10.5
113 8.5 10.6 7.5 7.6 9.1 9.7 9.5 10.4 11.3
12 1.1 1.3 1.2 1.2 1.0 1.1 1.2 1.3 1.3
43 4.5 4.4 4.4 4.5 4.5 4.7 4.4 4.5 4.4
4 0.4 0.5 0.3 0.3 0.4 0.6 0.6 0.5 0.4
42 5.8 4.3 6.6 5.4 5.7 5.3 4.6 4.0 4.2
34 5.4 4.0 6.2 5.4 5.1 5.0 4.4 4.1 4.0
87 8.6 9.0 9.0 8.4 8.1 8.7 8.8 9.1 9.4
126 15.5 12.6 14.9 16.5 16.4 14.3 13.3 11.9 12.4
34 2.6 2.9 2.7 2.7 2.6 2.6 2.5 2.7 3.0
49 5.6 4.6 5.7 5.6 6.1 5.1 4.6 4.4 4.6
3 0.8 0.4 0.7 1.0 0.8 0.7 0.6 0.3 0.3
10 1.7 1.2 1.3 2.0 1.8 1.6 1.6 1.1 1.1
24 4.0 2.6 3.8 4.2 4.3 3.5 3.2 2.4 2.3
7 0.8 0.9 0.7 0.9 0.8 0.9 0.9 1.0 1.0
92 11.1 10.0 13.0 11.3 10.7 9.3 11.3 10.4 8.9
13 1.3 1.3 1.3 1.2 1.2 1.3 1.5 1.2 1.1
33 4.2 3.8 4.9 4.1 4.3 3.5 4.2 3.9 3.6
46 5.6 5.0 6.8 6.0 5.1 4.5 5.7 5.3 4.2
80 10.2 10.2 9.2 9.9 10.3 11.2 11.3 11.2 10.2
55 6.0 6.3 4.7 5.8 6.2 7.4 6.5 6.5 6.5
9 1.4 1.2 1.9 1.4 1.2 1.2 1.6 1.3 1.1
15 2.7 2.7 2.6 2.7 2.9 2.6 3.2 3.3 2.6
58 3.8 4.8 3.2 3.8 4.0 4.3 4.4 4.5 4.7
20 1.2 1.4 0.8 1.5 1.2 1.4 1.3 1.2 1.4
38 2.6 3.4 2.3 2.4 2.8 2.9 3.1 3.3 3.3
2,103 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
1,066 52.2 51.2 53.6 51.1 52.4 51.8 52.3 51.2 50.8
264 11.2 11.7 10.8 11.0 11.3 11.6 10.5 11.6 12.0
770 36.5 37.0 35.4 37.8 36.2 36.5 37.2 37.1 37.1
1,150 54.5 54.9 54.2 54.4 54.0 55.5 55.1 54.9 54.9
13 0.7 0.7 0.7 0.8 0.7 0.7 0.7 0.7 0.6
16 1.1 0.8 1.1 1.1 1.1 1.0 0.9 0.9 0.7
101 3.8 4.6 3.6 3.6 3.8 4.1 4.3 4.5 4.8
195 7.4 8.7 7.0 7.0 7.7 7.9 8.3 8.5 8.6
52 2.5 2.4 2.3 2.5 2.4 2.6 2.4 2.3 2.5
112 5.6 5.7 5.5 5.5 5.4 5.9 5.9 5.6 5.8
36 1.9 1.8 1.8 1.9 1.9 1.9 2.0 1.8 1.8
47 3.2 2.5 3.6 3.1 3.1 3.1 2.8 2.5 2.4
70 4.6 3.7 4.7 4.5 4.7 4.5 4.1 3.8 3.5
507 23.8 24.0 24.0 24.4 23.1 23.8 23.6 24.3 24.1
317 17.1 15.6 17.3 17.2 17.2 16.5 16.6 15.4 15.1
22 0.9 1.1 0.9 0.8 1.0 1.1 1.2 0.9 1.1
40 2.2 1.8 2.2 2.2 2.3 2.1 1.9 1.6 1.7
34 2.0 1.6 2.0 2.0 2.0 2.0 1.8 1.5 1.5
35 2.5 1.9 2.8 2.6 2.5 2.2 2.1 1.9 1.8
114 6.7 5.8 7.1 6.6 6.6 6.3 6.1 5.9 5.5
73 2.7 3.5 2.2 3.0 2.7 2.9 3.5 3.5 3.6
131 6.4 6.1 6.8 6.6 6.5 5.7 6.4 6.2 5.7
49 1.9 2.1 1.9 1.9 2.0 1.9 2.1 2.0 1.9
15 0.7 0.7 0.8 0.7 0.7 0.6 0.7 0.7 0.7
67 3.8 3.3 4.1 3.9 3.8 3.3 3.5 3.6 3.1
185 8.1 9.2 7.9 7.8 8.5 8.3 9.1 9.3 9.7
49 2.6 2.5 2.4 2.4 2.7 2.7 2.7 2.5 2.5
74 3.6 3.9 3.5 3.7 3.7 3.5 3.8 4.1 4.2
62 2.0 2.8 2.0 1.7 2.1 2.1 2.6 2.8 3.0
203 7.7 8.7 7.1 7.5 8.0 8.4 7.3 8.8 9.2
38 1.5 1.6 1.2 1.6 1.5 1.6 1.3 1.4 1.8
165 6.3 7.2 5.9 5.9 6.5 6.7 6.0 7.4 7.4
Q4'17
100.0
59.9
16.5
23.2
45.3
1.2
1.1
5.6
8.5
1.7
4.4
1.0
4.0
3.4
14.4
13.3
1.5
2.9
1.4
1.3
4.1
2.2
8.6
2.1
2.2
4.3
7.2
2.8
2.3
2.1
7.2
2.1
5.1
100.0
49.0
31.0
18.8
34.1
3.4
2.2
2.3
6.4
1.5
4.6
0.9
1.4
1.7
9.7
9.9
0.5
1.9
1.2
0.8
3.3
2.2
11.2
3.5
2.3
5.4
5.8
2.2
2.0
1.7
7.3
3.6
3.7
100.0
63.2
12.2
24.5
48.7
0.6
0.8
6.5
9.2
1.8
4.3
1.1
4.8
3.9
15.8
14.3
1.8
3.2
1.4
1.4
4.3
2.2
7.8
1.7
2.1
4.0
7.6
3.0
2.4
2.2
7.2
1.7
5.5
100.0
88.4
7.7
3.9
36.3
0.9
1.3
5.5
5.9
0.6
1.3
0.2
12.7
6.1
1.7
13.9
1.9
4.5
2.5
1.3
3.5
0.2
10.3
1.0
3.8
5.5
3.5
3.3
0.2
0.0
2.1
0.6
1.5
100.0
69.8
14.9
15.0
45.8
0.2
0.4
11.1
11.5
1.2
4.4
0.4
4.3
3.5
8.9
12.8
3.5
5.0
0.3
1.0
2.5
0.7
9.3
1.3
3.4
4.6
8.1
5.6
0.9
1.6
5.9
2.1
3.9
100.0
50.7
12.5
36.6
54.7
0.6
0.7
4.8
9.3
2.5
5.3
1.7
2.2
3.3
24.1
15.1
1.0
1.9
1.6
1.7
5.4
3.5
6.2
2.3
0.7
3.2
8.8
2.3
3.5
2.9
9.7
1.8
7.8
ORGANIC LIQUID MILK - QUANTITATIVE SURVE
Total Sample Size: 952 (HCMC = 586; Hanoi = 366)
Table 1
Q1. KEY DECISION MAKER FOR CHOOSING & BUYING FOOD FOR FAMILY
Base: All Respondents
Sample Size
I am the key decision maker for choosing and buying food for family
I am not the key decision maker yet I frequently involve in choosing and purchasing food process of my family
Table 2
Q2. AWARENESS OF ORGANIC LIQUID MILK
Sample Size
Yes, I know about Organic Liquid Milk
I have heard but not clear about Organic Liquid Milk
Table 3
Q3. USE ORGANIC LIQUID MILK IN LAST 6 MONTHS
Sample Size
Yes
No
Table 4
Q4. CURRENTLY USE ORGANIC LIQUID MILK
Base: Yes in Q3
Sample Size
Yes
No
Table 5
Q5. THE FREQUENCY OF PURCHASING ORGANIC LIQUID MILK
Base: Yes in Q4
Sample Size
More than once per week
Once per week
2-3 times/ month
Once per month
Once per 2-3 months
Table 6
Q6. INTENTION TO USE IN NEXT 3 MONTHS
Sample Size
Yes
No
Table 7
Q7A. OPINION TOWARDS HEALTH & FOOD PURCHASING HABIT - Family Health is my top concern
Sample Size
Totally disagree
Fairly disagree
Neither agree or disagree
Fairly agree
Totally argree
Table 8
Q7B. OPINION TOWARDS HEALTH & FOOD PURCHASING HABIT - I am willing to buy in a high-quality shops with h
Sample Size
Totally disagree
Fairly disagree
Fairly agree
Totally argree
Table 9
Q7C. OPINION TOWARDS HEALTH & FOOD PURCHASING HABIT - I normally prioritize my children' needs when pu
Sample Size
Totally disagree
Fairly disagree
Fairly agree
Totally argree
Table 10
Q8. CHANNELS TO PURCHASE FOR LIQUID MILK
Sample Size
TRADITIONAL TRADE
Wet Market
Traditional Grocery Store
MODERN TRADE
Supermarket (Coopmart, Big C, etc.)
Mini-mart (Satrafoods, Co.op Food, Bach Hoa Xanh, etc.)
Specialty store (Organica...)
Convenience Stores 24/7 (Family Mart, Circle K, etc.)
ONLINE
Table 11
Q9. BEHAVIOR TOWARDS ORGANIC LIQUID MILK - Organic Liquid Milk is a new consumption trend
Sample Size
Totally disagree
Fairly disagree
Fairly agree
Totally argree
Table 12
Q10. SOURCE OF INFORMATION
Sample Size
PUBLIC
TV (Adversitement, news, etc.)
Newspaper/ Magazine
Radio
Billboard
Advertisement in public areas (park, cinema, etc.)
ONLINE
Website
Forum, blogs
Social networks (Facebook, Instagram....)
WORTH OF MOUTH
Family/ relatives
Friends/ college
Nutrition specialist/ doctor
Chuyên gia nông nghiệp khuyên dùng
TẠI ĐIỂM BÁN (NET)
Sản phẩm trưng bày tại cửa hàng/siêu thiị
Quảng cáo trên bảng hiệu/ Poster tại cửa hàng
Nhân viên tiếp thiị tại cửa hàng/siêu thiị ... giới thiệu sản phẩm
Người bán hàng giới thiệu sản phẩm
Sự kiện giới thiệu sản phẩm
Truy suất nguồn gốc thông tin thực phẩm
VEY
TOTAL CITY
Total HCMC Hanoi
952 586 366
96 94 98
4 6 2
TOTAL CITY
Total HCMC Hanoi
952 586 366
58 62 51
42 38 49
TOTAL CITY
Total HCMC Hanoi
952 586 366
14 8 25
86 92 75
TOTAL CITY
Total HCMC Hanoi
260 121 139
64 49 72
36 51 28
TOTAL CITY
Total HCMC Hanoi
219 101 118
12 9 13
17 23 15
29 35 27
15 27 11
26 5 33
TOTAL CITY
Total HCMC Hanoi
952 586 366
41 37 47
59 63 53
TOTAL CITY
Total HCMC Hanoi
952 586 366
0 1
0 0
2 1 2
33 24 47
65 73 51
higher price to ensure good food for family
TOTAL CITY
Total HCMC Hanoi
952 586 366
1 1 2
2 3 2
22 26 16
49 43 58
25 27 22
purchasing food for family
TOTAL CITY
Total HCMC Hanoi
952 586 366
0 1
1 1 0
9 9 8
49 42 60
41 46 32
TOTAL CITY
Total HCMC Hanoi
952 586 366
82 73 95
16 27 0
74 61 95
87 94 77
86 92 75
10 14 5
5 7 3
5 4 7
0 0
TOTAL CITY
Total HCMC Hanoi
952 586 366
1 1 0
1 1 0
12 13 10
54 47 65
33 39 24
TOTAL CITY
Total HCMC Hanoi
952 586 366
66 73 56
65 71 54
20 28 7
0 0 1
6 8 3
3 4 1
27 32 20
13 14 11
4 5 3
19 25 10
88 88 88
66 62 72
76 74 78
16 23 5
11 12 8
65 65 66
52 45 62
20 23 14
31 37 22
26 29 21
10 15 2
9 13 3
Sheet 2 - Manufacturers Performance
Market Break Down
MT Modern Trade (including Super Market, Convenient Stores, Minimart)
Traditional Trade. In Traditional Trade, we can break into North/

TT Central/ South markets
Sheet 3 - Consumer Quantitative Data
Quantitative survey is conducted in HCMC & Hanoi with Total sample size of 952 respondents who are currently
The survey result is shown as percentage (eg. Table 2 - Awareness of Organic Liquid Milk. In Total HCMC & Hano
Fact Type
Value Sales Sales to consumer expressed in value basis
Value % Share Share of a brand/SKU on either total market or specific segment
respondents who are currently using Liquid Milk.

uid Milk. In Total HCMC & Hanoi, 58% respondents know about Organic Liquid Milk while 42% have heard but not clear about it
heard but not clear about it)

NCC 2018 - Round 1 Case

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NIELSEN CASE COMPETITION (NCC 2018) - ROUND

NIELSEN CASE COMPETITION (NCC 2018) - ROUND 1

CASE STUDY PURPOSE

higher price to ensure good food for family

purchasing food for family

Market Break Down

MT Modern Trade (including Super Market, Convenient Stores, Minimart)

Traditional Trade. In Traditional Trade, we can break into North/

Sheet 3 - Consumer Quantitative Data

Value Sales Sales to consumer expressed in value basis

Value % Share Share of a brand/SKU on either total market or specific segment

respondents who are currently using Liquid Milk.

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