NCC 2018 Round 1 Case

NIELSEN CASE COMPETITION (NCC 2018) - ROUN
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 r
this case study analysis on power point, it also helps to access your skill in illustrating slides, connecting the dots to build y
BUSINESS BACKGROUND
YOJI is second biggest players in Liquid Milk category in Vietnam, having 2 brands - Smartmilk and Star. However, both of
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 rec
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
20,684 21,376 5,079 5,168 5,226 5,210 5,390 5,576
12,822 12,986 3,195 3,157 3,247 3,223 3,342 3,370
2,987 3,312 720 759 749 758 775 875
4,813 5,006 1,149 1,239 1,211 1,214 1,256 1,314
9,207 9,643 2,232 2,274 2,324 2,377 2,391 2,510
1000 304 288 75 81 78 70 74 79
1000 332 271 76 95 91 71 68 80
110 853 1,100 193 195 222 242 254 282
180 1,431 1,717 331 334 370 395 402 441
220 325 367 75 80 80 90 91 94
220 878 964 212 214 214 239 246 251
220 216 236 49 53 55 59 64 61
110 971 863 252 232 248 239 224 218
180 975 790 248 245 252 231 220 206
220 2,922 3,045 720 745 715 742 749 797
3,151 2,906 754 800 814 783 788 736
110 266 304 67 59 67 73 77 72
170 673 596 168 162 178 165 160 146
180 396 301 94 104 101 97 85 73
110 403 307 98 109 103 94 92 78
180 1,070 923 261 272 278 259 259 242
220 344 475 67 95 87 95 116 125
1,847 1,861 511 472 452 412 494 494
180 349 404 86 86 87 90 103 102
110 477 486 135 119 118 105 128 128
180 1,021 971 290 267 246 218 263 264
1,435 1,619 336 345 373 380 415 429
110 577 614 124 139 151 162 161 162
180 501 551 122 125 127 128 141 148
220 356 455 90 81 95 90 114 119
1,084 1,355 237 262 284 301 291 343
237 295 371 60 79 74 81 77 87
237 789 984 176 183 210 220 214 256
4,535 4,841 1,141 1,146 1,144 1,104 1,179 1,265
2,319 2,441 587 580 584 568 610 633
1,265 1,396 324 324 314 303 321 366
914 951 222 235 235 223 235 254
1,735 1,742 438 437 438 422 430 459
1000 190 181 50 50 48 43 47 49
1000 166 124 40 48 46 32 30 36
110 101 116 29 23 25 24 29 31
180 293 317 74 69 70 79 73 82
220 61 80 13 13 16 19 19 22
220 196 227 51 48 46 51 55 59
220 36 46 8 8 9 10 11 13
110 81 69 22 20 22 17 18 16
180 111 88 31 29 29 23 23 22
220 501 495 121 129 126 125 124 129
482 483 110 125 125 122 126 122
110 24 25 6 5 6 7 7 5
170 97 91 25 22 24 26 25 21
180 70 53 17 20 18 15 14 13
110 46 38 11 13 12 10 10 9
180 176 166 38 46 47 45 46 43
220 70 110 13 20 18 19 25 31
444 533 117 110 110 108 129 139
180 120 154 31 28 30 32 36 39
110 86 110 22 21 22 21 26 29
180 238 269 64 60 58 56 67 72
234 276 58 57 61 58 67 71
110 92 105 20 23 24 24 26 29
180 72 96 16 17 19 20 23 24
220 71 75 21 17 19 14 18 18
227 319 48 54 62 64 71 77
237 104 142 23 26 27 28 30 33
237 124 177 25 28 35 36 40 44
16,149 16,534 3,938 4,023 4,082 4,106 4,211 4,311
10,503 10,545 2,608 2,577 2,664 2,655 2,731 2,737
1,722 1,915 396 436 436 455 454 509
3,899 4,055 927 1,004 976 991 1,021 1,060
7,472 7,901 1,794 1,837 1,886 1,955 1,961 2,050
1000 113 107 25 31 30 27 27 30
1000 167 147 36 47 45 39 37 44
110 752 985 164 173 197 218 225 250
180 1,138 1,400 258 264 300 315 329 358
220 264 287 62 67 64 71 72 73
220 682 737 161 165 167 189 191 192
220 180 190 42 45 45 49 53 49
110 890 795 230 212 226 223 206 202
180 864 702 218 216 223 208 197 184
220 2,421 2,550 599 616 589 617 626 668
2,669 2,423 644 675 690 661 661 614
110 242 279 60 54 61 66 70 67
170 576 505 143 140 154 139 135 125
180 326 248 77 84 83 82 70 60
110 358 269 87 96 91 84 82 68
180 894 758 222 226 231 214 213 200
220 273 365 54 75 69 76 91 94
1,403 1,328 394 363 342 304 364 355
180 229 250 56 58 57 58 66 63
110 391 376 113 97 96 84 103 100
180 783 702 226 207 188 162 195 192
1,200 1,343 279 288 312 322 349 358
110 485 509 104 116 127 138 135 133
180 429 454 106 108 108 108 118 124
220 286 379 69 64 76 77 95 101
856 1,036 188 209 222 237 221 266
237 191 229 37 53 47 53 47 54
237 665 807 151 155 175 184 174 212
3,726 3,624 895 937 962 932 956 969
3,283 3,178 803 821 836 822 849 837
274 288 58 70 76 70 70 86
170 157 34 45 50 40 37 47
1,192 1,250 263 303 320 306 306 336
1000 47 41 10 14 13 10 11 12
1000 71 62 14 23 21 14 14 21
110 141 167 28 37 40 36 40 43
180 174 197 40 44 45 46 46 52
220 4 22 0 0 0 4 5 6
220 17 55 0 3 12 13 17
220 3 9 0 2 2 3
110 434 410 104 110 115 106 98 104
180 282 217 67 76 78 62 62 56
220 19 71 3 14 16 22
612 539 140 151 162 159 157 138
110 55 63 14 11 14 16 17 17
170 166 162 43 38 42 42 45 42
180 131 102 29 35 34 33 28 24
110 80 56 16 21 21 22 20 13
180 174 146 38 45 48 44 45 40
220 7 9 0 2 2 2 2 2
423 372 127 113 96 86 102 100
180 34 34 8 10 8 8 9 10
110 143 135 44 36 32 31 36 35
180 245 203 75 67 56 46 57 55
108 107 25 26 29 29 29 26
110 94 98 21 22 24 26 26 23
180 11 8 2 3 4 2 2 2
220 3 1 1 1 1 1 0 0
52 73 10 13 14 14 15 20
237 13 22 3 3 3 3 4 7
237 38 50 7 10 11 11 12 13
4,028 4,244 977 986 1,025 1,039 1,098 1,114
2,837 2,927 697 683 729 728 756 760
511 617 116 134 124 138 158 165
668 691 161 165 169 172 182 186
1,703 1,893 412 392 435 465 466 491
1000 10 10 2 3 3 2 2 3
1000 14 16 2 3 5 4 3 4
110 297 418 63 63 80 93 93 106
180 342 451 73 75 93 101 104 116
220 46 54 12 11 11 12 13 14
220 183 187 43 44 46 49 48 50
220 16 21 3 3 4 6 7 6
110 232 181 64 54 59 56 51 45
180 219 170 61 53 53 52 48 45
220 345 383 88 82 83 91 96 101
625 536 146 162 168 149 146 133
110 107 123 26 27 26 27 27 30
170 227 196 56 56 63 53 50 49
180 32 16 7 10 8 7 6 4
110 68 51 13 20 19 16 17 12
180 160 110 38 42 44 36 35 27
220 32 38 7 9 8 9 10 11
446 426 127 112 110 97 124 116
180 51 54 13 12 13 13 16 14
110 169 160 48 41 44 36 46 43
180 226 211 67 59 53 47 62 59
410 435 90 98 105 117 124 124
110 243 269 46 57 63 77 71 73
180 58 53 19 14 12 13 17 14
220 109 113 25 27 30 27 35 37
155 206 31 38 41 45 48 50
237 50 62 8 15 12 14 14 13
237 105 144 23 23 29 31 34 37
8,395 8,666 2,066 2,100 2,094 2,135 2,156 2,228
4,384 4,440 1,108 1,073 1,098 1,105 1,127 1,141
937 1,010 223 231 236 247 225 259
3,062 3,207 732 793 757 779 801 827
4,576 4,758 1,119 1,142 1,131 1,184 1,188 1,224
1000 62 57 15 16 15 15 15 16
1000 88 71 22 23 22 21 20 19
110 316 399 74 75 79 89 92 101
180 620 751 145 146 161 169 178 189
220 207 211 48 53 51 55 53 52
220 468 492 113 116 114 126 128 125
220 157 159 37 40 40 40 43 40
110 271 218 75 65 66 66 61 57
180 387 320 96 95 99 96 89 84
220 2,000 2,081 495 512 485 507 509 541
1,432 1,348 357 362 360 353 358 343
110 79 92 19 16 21 23 26 20
170 184 153 45 46 49 44 41 36
180 170 138 42 41 43 43 39 34
110 210 161 58 55 51 46 45 42
180 559 498 147 139 139 133 132 132
220 230 306 46 63 57 63 76 79
534 530 140 138 135 121 138 139
180 160 179 39 40 41 40 46 44
110 57 61 16 15 14 12 15 15
180 317 290 85 82 80 69 76 79
682 801 164 164 177 177 196 208
110 214 217 50 51 56 57 57 56
180 303 338 73 78 77 75 82 91
220 165 246 41 35 44 45 57 62
650 758 147 157 167 178 157 196
237 124 138 25 34 31 35 28 32
237 526 620 122 123 136 144 129 164
Value % Share
Q3'17 Q4'17 2016 2017 Q1'16 Q2'16 Q3'16 Q4'16 Q1'17 Q2'17
5,373 5,036 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
3,255 3,019 62.0 60.8 62.9 61.1 62.1 61.9 62.0 60.4
831 831 14.4 15.5 14.2 14.7 14.3 14.6 14.4 15.7
1,270 1,167 23.3 23.4 22.6 24.0 23.2 23.3 23.3 23.6
2,459 2,283 44.5 45.1 43.9 44.0 44.5 45.6 44.4 45.0
73 62 1.5 1.3 1.5 1.6 1.5 1.3 1.4 1.4
69 55 1.6 1.3 1.5 1.8 1.7 1.4 1.3 1.4
285 280 4.1 5.1 3.8 3.8 4.2 4.6 4.7 5.0
445 429 6.9 8.0 6.5 6.5 7.1 7.6 7.5 7.9
96 87 1.6 1.7 1.5 1.5 1.5 1.7 1.7 1.7
246 220 4.2 4.5 4.2 4.1 4.1 4.6 4.6 4.5
58 53 1.0 1.1 1.0 1.0 1.0 1.1 1.2 1.1
219 202 4.7 4.0 5.0 4.5 4.7 4.6 4.2 3.9
193 171 4.7 3.7 4.9 4.7 4.8 4.4 4.1 3.7
775 724 14.1 14.2 14.2 14.4 13.7 14.2 13.9 14.3
714 669 15.2 13.6 14.8 15.5 15.6 15.0 14.6 13.2
79 77 1.3 1.4 1.3 1.1 1.3 1.4 1.4 1.3
145 145 3.3 2.8 3.3 3.1 3.4 3.2 3.0 2.6
75 68 1.9 1.4 1.8 2.0 1.9 1.9 1.6 1.3
73 64 2.0 1.4 1.9 2.1 2.0 1.8 1.7 1.4
218 204 5.2 4.3 5.1 5.3 5.3 5.0 4.8 4.3
124 110 1.7 2.2 1.3 1.8 1.7 1.8 2.2 2.2
439 434 8.9 8.7 10.1 9.1 8.6 7.9 9.2 8.9
95 105 1.7 1.9 1.7 1.7 1.7 1.7 1.9 1.8
119 110 2.3 2.3 2.7 2.3 2.3 2.0 2.4 2.3
225 219 4.9 4.5 5.7 5.2 4.7 4.2 4.9 4.7
414 360 6.9 7.6 6.6 6.7 7.1 7.3 7.7 7.7
152 140 2.8 2.9 2.4 2.7 2.9 3.1 3.0 2.9
144 118 2.4 2.6 2.4 2.4 2.4 2.5 2.6 2.7
118 103 1.7 2.1 1.8 1.6 1.8 1.7 2.1 2.1
358 363 5.2 6.3 4.7 5.1 5.4 5.8 5.4 6.1
99 108 1.4 1.7 1.2 1.5 1.4 1.6 1.4 1.6
259 255 3.8 4.6 3.5 3.5 4.0 4.2 4.0 4.6
1,235 1,162 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
628 570 51.1 50.4 51.4 50.6 51.0 51.5 51.8 50.0
350 360 27.9 28.8 28.4 28.2 27.4 27.5 27.2 28.9
243 219 20.2 19.6 19.4 20.5 20.6 20.2 19.9 20.1
455 397 38.3 36.0 38.4 38.2 38.3 38.2 36.5 36.3
46 39 4.2 3.7 4.4 4.3 4.2 3.9 4.0 3.9
32 26 3.7 2.6 3.5 4.2 4.0 2.9 2.6 2.8
29 27 2.2 2.4 2.5 2.0 2.2 2.2 2.5 2.5
87 74 6.5 6.5 6.5 6.0 6.1 7.2 6.2 6.5
21 18 1.3 1.7 1.1 1.2 1.4 1.7 1.6 1.7
58 54 4.3 4.7 4.4 4.2 4.0 4.6 4.7 4.7
12 10 0.8 0.9 0.7 0.7 0.8 0.9 1.0 1.0
18 16 1.8 1.4 1.9 1.8 1.9 1.5 1.5 1.3
23 20 2.4 1.8 2.7 2.5 2.5 2.1 2.0 1.7
129 113 11.0 10.2 10.6 11.2 11.0 11.3 10.5 10.2
119 116 10.6 10.0 9.7 10.9 10.9 11.1 10.7 9.6
7 6 0.5 0.5 0.5 0.4 0.5 0.6 0.6 0.4
23 22 2.1 1.9 2.2 1.9 2.1 2.4 2.1 1.7
12 14 1.5 1.1 1.5 1.7 1.6 1.4 1.2 1.0
9 10 1.0 0.8 1.0 1.1 1.0 0.9 0.8 0.7
39 38 3.9 3.4 3.4 4.0 4.1 4.0 3.9 3.4
29 26 1.5 2.3 1.1 1.7 1.6 1.7 2.1 2.4
134 130 9.8 11.0 10.2 9.6 9.6 9.8 11.0 11.0
39 40 2.7 3.2 2.7 2.5 2.6 2.9 3.1 3.1
29 27 1.9 2.3 1.9 1.9 1.9 1.9 2.2 2.3
66 63 5.2 5.6 5.6 5.2 5.1 5.0 5.7 5.7
70 68 5.2 5.7 5.1 5.0 5.4 5.2 5.7 5.6
25 25 2.0 2.2 1.8 2.0 2.1 2.1 2.2 2.3
26 23 1.6 2.0 1.4 1.5 1.6 1.8 1.9 1.9
20 19 1.6 1.6 1.9 1.5 1.6 1.3 1.6 1.4
86 85 5.0 6.6 4.2 4.7 5.4 5.8 6.0 6.1
37 42 2.3 2.9 2.0 2.3 2.4 2.5 2.6 2.6
49 43 2.7 3.7 2.2 2.4 3.0 3.2 3.4 3.5
4,139 3,874 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
2,627 2,449 65.0 63.8 66.2 64.1 65.2 64.7 64.9 63.5
481 471 10.7 11.6 10.1 10.8 10.7 11.1 10.8 11.8
1,026 948 24.1 24.5 23.5 25.0 23.9 24.1 24.2 24.6
2,004 1,886 46.3 47.8 45.6 45.7 46.2 47.6 46.6 47.6
27 23 0.7 0.6 0.6 0.8 0.7 0.7 0.6 0.7
37 29 1.0 0.9 0.9 1.2 1.1 0.9 0.9 1.0
256 254 4.7 6.0 4.2 4.3 4.8 5.3 5.3 5.8
358 355 7.0 8.5 6.5 6.6 7.3 7.7 7.8 8.3
75 69 1.6 1.7 1.6 1.7 1.6 1.7 1.7 1.7
188 167 4.2 4.5 4.1 4.1 4.1 4.6 4.5 4.5
46 43 1.1 1.2 1.1 1.1 1.1 1.2 1.3 1.1
202 186 5.5 4.8 5.8 5.3 5.5 5.4 4.9 4.7
170 151 5.4 4.2 5.5 5.4 5.5 5.1 4.7 4.3
646 611 15.0 15.4 15.2 15.3 14.4 15.0 14.9 15.5
594 553 16.5 14.7 16.3 16.8 16.9 16.1 15.7 14.2
72 71 1.5 1.7 1.5 1.4 1.5 1.6 1.7 1.5
122 123 3.6 3.1 3.6 3.5 3.8 3.4 3.2 2.9
63 54 2.0 1.5 2.0 2.1 2.0 2.0 1.7 1.4
64 55 2.2 1.6 2.2 2.4 2.2 2.0 1.9 1.6
179 166 5.5 4.6 5.6 5.6 5.7 5.2 5.0 4.6
95 84 1.7 2.2 1.4 1.9 1.7 1.9 2.2 2.2
305 303 8.7 8.0 10.0 9.0 8.4 7.4 8.7 8.2
56 65 1.4 1.5 1.4 1.4 1.4 1.4 1.6 1.5
91 83 2.4 2.3 2.9 2.4 2.4 2.0 2.4 2.3
159 156 4.8 4.2 5.7 5.2 4.6 3.9 4.6 4.4
344 293 7.4 8.1 7.1 7.2 7.6 7.9 8.3 8.3
127 114 3.0 3.1 2.6 2.9 3.1 3.4 3.2 3.1
118 94 2.7 2.7 2.7 2.7 2.6 2.6 2.8 2.9
98 84 1.8 2.3 1.8 1.6 1.9 1.9 2.3 2.3
272 278 5.3 6.3 4.8 5.2 5.4 5.8 5.2 6.2
62 66 1.2 1.4 0.9 1.3 1.2 1.3 1.1 1.2
210 212 4.1 4.9 3.8 3.9 4.3 4.5 4.1 4.9
910 789 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
796 697 88.1 87.7 89.7 87.7 86.9 88.2 88.8 86.3
72 61 7.4 8.0 6.5 7.5 7.9 7.5 7.3 8.8
43 31 4.5 4.3 3.8 4.9 5.2 4.3 3.9 4.8
321 286 32.0 34.5 29.4 32.3 33.2 32.9 32.0 34.6
10 7 1.3 1.1 1.1 1.5 1.4 1.1 1.1 1.3
16 10 1.9 1.7 1.6 2.5 2.1 1.5 1.5 2.2
41 43 3.8 4.6 3.2 3.9 4.1 3.9 4.2 4.4
52 47 4.7 5.4 4.5 4.7 4.7 4.9 4.8 5.4
6 5 0.1 0.6 0.0 0.0 0.0 0.4 0.5 0.6
15 11 0.5 1.5 0.0 0.3 1.3 1.3 1.7
2 2 0.1 0.2 0.0 0.2 0.2 0.3
108 100 11.6 11.3 11.6 11.7 12.0 11.4 10.2 10.7
52 48 7.6 6.0 7.5 8.1 8.1 6.6 6.4 5.8
19 13 0.5 2.0 0.3 1.5 1.7 2.2
134 110 16.4 14.9 15.7 16.1 16.8 17.0 16.4 14.2
15 15 1.5 1.7 1.6 1.2 1.4 1.7 1.7 1.7
40 36 4.5 4.5 4.8 4.1 4.4 4.5 4.7 4.3
31 20 3.5 2.8 3.3 3.7 3.6 3.5 2.9 2.4
13 10 2.1 1.6 1.8 2.2 2.2 2.4 2.1 1.4
33 28 4.7 4.0 4.2 4.8 5.0 4.7 4.8 4.2
3 2 0.2 0.3 0.1 0.2 0.2 0.2 0.2 0.2
89 81 11.3 10.3 14.2 12.1 10.0 9.2 10.7 10.3
7 8 0.9 0.9 0.9 1.0 0.8 0.9 0.9 1.0
33 30 3.9 3.7 4.9 3.9 3.3 3.3 3.8 3.7
48 43 6.6 5.6 8.4 7.2 5.8 5.0 6.0 5.6
25 28 2.9 3.0 2.8 2.8 3.0 3.1 3.0 2.6
23 26 2.5 2.7 2.4 2.4 2.5 2.8 2.7 2.4
1 1 0.3 0.2 0.3 0.3 0.4 0.2 0.3 0.3
0 0 0.1 0.0 0.1 0.1 0.1 0.1 0.0 0.0
21 17 1.4 2.0 1.1 1.4 1.5 1.5 1.6 2.0
7 5 0.4 0.6 0.3 0.4 0.4 0.4 0.4 0.7
14 12 1.0 1.4 0.8 1.1 1.1 1.1 1.2 1.3
1,049 983 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
725 686 70.4 69.0 71.3 69.3 71.1 70.0 68.8 68.2
147 147 12.7 14.5 11.8 13.6 12.1 13.3 14.4 14.8
174 148 16.6 16.3 16.5 16.8 16.5 16.6 16.6 16.7
485 450 42.3 44.6 42.1 39.7 42.4 44.7 42.5 44.1
3 2 0.2 0.2 0.2 0.3 0.3 0.2 0.2 0.2
4 4 0.4 0.4 0.2 0.4 0.4 0.4 0.3 0.4
110 109 7.4 9.9 6.4 6.4 7.8 8.9 8.4 9.5
118 113 8.5 10.6 7.5 7.6 9.1 9.7 9.5 10.4
14 12 1.1 1.3 1.2 1.2 1.0 1.1 1.2 1.3
46 43 4.5 4.4 4.4 4.5 4.5 4.7 4.4 4.5
5 4 0.4 0.5 0.3 0.3 0.4 0.6 0.6 0.5
44 42 5.8 4.3 6.6 5.4 5.7 5.3 4.6 4.0
42 34 5.4 4.0 6.2 5.4 5.1 5.0 4.4 4.1
99 87 8.6 9.0 9.0 8.4 8.1 8.7 8.8 9.1
130 126 15.5 12.6 14.9 16.5 16.4 14.3 13.3 11.9
32 34 2.6 2.9 2.7 2.7 2.6 2.6 2.5 2.7
48 49 5.6 4.6 5.7 5.6 6.1 5.1 4.6 4.4
3 3 0.8 0.4 0.7 1.0 0.8 0.7 0.6 0.3
12 10 1.7 1.2 1.3 2.0 1.8 1.6 1.6 1.1
24 24 4.0 2.6 3.8 4.2 4.3 3.5 3.2 2.4
11 7 0.8 0.9 0.7 0.9 0.8 0.9 0.9 1.0
94 92 11.1 10.0 13.0 11.3 10.7 9.3 11.3 10.4
11 13 1.3 1.3 1.3 1.2 1.2 1.3 1.5 1.2
38 33 4.2 3.8 4.9 4.1 4.3 3.5 4.2 3.9
45 46 5.6 5.0 6.8 6.0 5.1 4.5 5.7 5.3
107 80 10.2 10.2 9.2 9.9 10.3 11.2 11.3 11.2
68 55 6.0 6.3 4.7 5.8 6.2 7.4 6.5 6.5
12 9 1.4 1.2 1.9 1.4 1.2 1.2 1.6 1.3
27 15 2.7 2.7 2.6 2.7 2.9 2.6 3.2 3.3
49 58 3.8 4.8 3.2 3.8 4.0 4.3 4.4 4.5
14 20 1.2 1.4 0.8 1.5 1.2 1.4 1.3 1.2
35 38 2.6 3.4 2.3 2.4 2.8 2.9 3.1 3.3
2,179 2,103 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
1,107 1,066 52.2 51.2 53.6 51.1 52.4 51.8 52.3 51.2
262 264 11.2 11.7 10.8 11.0 11.3 11.6 10.5 11.6
809 770 36.5 37.0 35.4 37.8 36.2 36.5 37.2 37.1
1,197 1,150 54.5 54.9 54.2 54.4 54.0 55.5 55.1 54.9
13 13 0.7 0.7 0.7 0.8 0.7 0.7 0.7 0.7
16 16 1.1 0.8 1.1 1.1 1.1 1.0 0.9 0.9
105 101 3.8 4.6 3.6 3.6 3.8 4.1 4.3 4.5
188 195 7.4 8.7 7.0 7.0 7.7 7.9 8.3 8.5
54 52 2.5 2.4 2.3 2.5 2.4 2.6 2.4 2.3
127 112 5.6 5.7 5.5 5.5 5.4 5.9 5.9 5.6
39 36 1.9 1.8 1.8 1.9 1.9 1.9 2.0 1.8
53 47 3.2 2.5 3.6 3.1 3.1 3.1 2.8 2.5
76 70 4.6 3.7 4.7 4.5 4.7 4.5 4.1 3.8
525 507 23.8 24.0 24.0 24.4 23.1 23.8 23.6 24.3
329 317 17.1 15.6 17.3 17.2 17.2 16.5 16.6 15.4
24 22 0.9 1.1 0.9 0.8 1.0 1.1 1.2 0.9
36 40 2.2 1.8 2.2 2.2 2.3 2.1 1.9 1.6
32 34 2.0 1.6 2.0 2.0 2.0 2.0 1.8 1.5
39 35 2.5 1.9 2.8 2.6 2.5 2.2 2.1 1.9
120 114 6.7 5.8 7.1 6.6 6.6 6.3 6.1 5.9
78 73 2.7 3.5 2.2 3.0 2.7 2.9 3.5 3.5
123 131 6.4 6.1 6.8 6.6 6.5 5.7 6.4 6.2
41 49 1.9 2.1 1.9 1.9 2.0 1.9 2.1 2.0
15 15 0.7 0.7 0.8 0.7 0.7 0.6 0.7 0.7
67 67 3.8 3.3 4.1 3.9 3.8 3.3 3.5 3.6
212 185 8.1 9.2 7.9 7.8 8.5 8.3 9.1 9.3
55 49 2.6 2.5 2.4 2.4 2.7 2.7 2.7 2.5
91 74 3.6 3.9 3.5 3.7 3.7 3.5 3.8 4.1
66 62 2.0 2.8 2.0 1.7 2.1 2.1 2.6 2.8
201 203 7.7 8.7 7.1 7.5 8.0 8.4 7.3 8.8
39 38 1.5 1.6 1.2 1.6 1.5 1.6 1.3 1.4
162 165 6.3 7.2 5.9 5.9 6.5 6.7 6.0 7.4
Q3'17 Q4'17
100.0 100.0
60.6 59.9
15.5 16.5
23.6 23.2
45.8 45.3
1.4 1.2
1.3 1.1
5.3 5.6
8.3 8.5
1.8 1.7
4.6 4.4
1.1 1.0
4.1 4.0
3.6 3.4
14.4 14.4
13.3 13.3
1.5 1.5
2.7 2.9
1.4 1.4
1.4 1.3
4.1 4.1
2.3 2.2
8.2 8.6
1.8 2.1
2.2 2.2
4.2 4.3
7.7 7.2
2.8 2.8
2.7 2.3
2.2 2.1
6.7 7.2
1.8 2.1
4.8 5.1
100.0 100.0
50.9 49.0
28.3 31.0
19.7 18.8
36.9 34.1
3.8 3.4
2.6 2.2
2.3 2.3
7.0 6.4
1.7 1.5
4.7 4.6
1.0 0.9
1.4 1.4
1.9 1.7
10.4 9.7
9.7 9.9
0.6 0.5
1.9 1.9
1.0 1.2
0.8 0.8
3.1 3.3
2.3 2.2
10.8 11.2
3.1 3.5
2.3 2.3
5.4 5.4
5.7 5.8
2.0 2.2
2.1 2.0
1.6 1.7
7.0 7.3
3.0 3.6
4.0 3.7
100.0 100.0
63.5 63.2
11.6 12.2
24.8 24.5
48.4 48.7
0.7 0.6
0.9 0.8
6.2 6.5
8.7 9.2
1.8 1.8
4.5 4.3
1.1 1.1
4.9 4.8
4.1 3.9
15.6 15.8
14.4 14.3
1.7 1.8
2.9 3.2
1.5 1.4
1.5 1.4
4.3 4.3
2.3 2.2
7.4 7.8
1.3 1.7
2.2 2.1
3.8 4.0
8.3 7.6
3.1 3.0
2.9 2.4
2.4 2.2
6.6 7.2
1.5 1.7
5.1 5.5
100.0 100.0
87.4 88.4
7.9 7.7
4.7 3.9
35.3 36.3
1.1 0.9
1.8 1.3
4.5 5.5
5.7 5.9
0.6 0.6
1.7 1.3
0.2 0.2
11.9 12.7
5.7 6.1
2.1 1.7
14.8 13.9
1.6 1.9
4.3 4.5
3.4 2.5
1.4 1.3
3.6 3.5
0.4 0.2
9.7 10.3
0.8 1.0
3.7 3.8
5.2 5.5
2.7 3.5
2.6 3.3
0.1 0.2
0.0 0.0
2.4 2.1
0.8 0.6
1.6 1.5
100.0 100.0
69.1 69.8
14.0 14.9
16.6 15.0
46.3 45.8
0.3 0.2
0.4 0.4
10.5 11.1
11.3 11.5
1.3 1.2
4.4 4.4
0.4 0.4
4.2 4.3
4.0 3.5
9.4 8.9
12.4 12.8
3.0 3.5
4.6 5.0
0.3 0.3
1.1 1.0
2.3 2.5
1.0 0.7
8.9 9.3
1.1 1.3
3.6 3.4
4.2 4.6
10.2 8.1
6.5 5.6
1.1 0.9
2.6 1.6
4.7 5.9
1.4 2.1
3.3 3.9
100.0 100.0
50.8 50.7
12.0 12.5
37.1 36.6
54.9 54.7
0.6 0.6
0.7 0.7
4.8 4.8
8.6 9.3
2.5 2.5
5.8 5.3
1.8 1.7
2.4 2.2
3.5 3.3
24.1 24.1
15.1 15.1
1.1 1.0
1.7 1.9
1.5 1.6
1.8 1.7
5.5 5.4
3.6 3.5
5.7 6.2
1.9 2.3
0.7 0.7
3.1 3.2
9.7 8.8
2.5 2.3
4.2 3.5
3.0 2.9
9.2 9.7
1.8 1.8
7.4 7.8
ORGANIC LIQUID MILK - QUANTITATIVE SURV
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
urchasing 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)
TT Traditional Trade. In Traditional Trade, we can break into North/

Central/ South markets
Sheet 3 - Consumer Quantitative Data
Quantitative survey is conducted in HCMC & Hanoi with Total sample size of 952 respondents who are currentl
The survey result is shown as percentage (eg. Table 2 - Awareness of Organic Liquid Milk. In Total HCMC & Han
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
eard but not clear about it)

NCC 2018 Round 1 Case

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

NCC 2018 Round 1 Case

Uploaded by

Copyright:

Available Formats

NIELSEN CASE COMPETITION (NCC 2018) - ROUN

NIELSEN CASE COMPETITION (NCC 2018) - ROUND 1

CASE STUDY PURPOSE

higher price to ensure good food for family

urchasing food for family

Market Break Down

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

TT 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.

You might also like