Đề Thi Marathon NielsenIQ

Assessment Camp
NielsenIQ Case Study
NielsenIQ Vietnam
June – July 2021
© 2021 Nielsen Consumer LLC. All Rights Reserved.

Situation and background
NiQ note:
Choose either face-face or virtual,
depending on the situation
Situation and background of this case study
Situation: Background:
This case study is designed to be a “real Blu.UK company is an European company operating in Home-Personal care industry,
life” situation, in which you should perform offering a wide range of heritage brands, including those in Laundry Products, Hair
as you are the BOD of Blu.UK company. care (Shampoo and Hair Conditioner), Personal Wash (Bar Soap, Shower Gel, and
Hand Wash).
Data in this deck is not necessarily in its
right order. You have to work on it and Blu.UK is the market leader in Vietnam in all their operating categories, but due to
should not solely depend on it. the impact of Covid-19, they are facing tremendous threats from local emerging
players, especially in Shower Gel category. This fastens the long-term decline of their
*The data shown in this deck is mock-up data core premium brand – Swan. As the meeting with Board of Directors is coming next
month, the BOD request Market Department to outline their strategies in Shower Gel
category, with following business questions:
■ For core brand – Swan, what should they do to turn around the current situation,
and protect No.1 position as a heritage and once-performing brand
You can choose your own way to ■ For other brands in their portfolio (Leben and Heaven), what should they do to
present your plan with the Regional catch up with new market trends which have brought up during last 2 years.
(Leben offer Hygiene products and Heaven offer Whitening benefits to consumers)
Leader
As the BOD of Blu.UK Vietnam, please prepare your plan and share it with the
Regional Leader in the upcoming face-to-face/virtual meeting
2 2
Acronym and fact explantion
Market & Period Facts
TT Traditional Trade Value Sales Traditional Trade
The sales to end-consumer expressed in value (Dong or any

MT Modern Trade Value Sales other currencies)
The percentage change in value sales compared to the same

TY / YA This Year / Year Ago Value % Chg period a year ago (YA)
The contribution of one selected market to value sales of selected

Moving Annual Total (12 months till the ending month) Value % SOT Total Vietnam
i.e:
MAT MAT May’21 (MAT TY) = total 12 months Jun’20 – May’21 Average Price Index = compares the average price of the product
MAT May’20 (MAT YA) = total 12 months Jun’19 – May’20 API to that of total Category. API = 120 means the price of the
product if 20% higher than average
Year-to-Date (from Jan to ending month)
YTD i.e: YTD May’21 = total Jan’21 – May’21 (often be referred to as “Num Dist.”)
Numeric
It is the proportion of stores that handled (stocked, purchased or
LxM (e.g Latest X months, Distribution sold) the product during the audit period
L2M, L3M) i.e: L3M = Latest 3 months (Mar’21 – May’21)
(often be referred to as “Wtd Dist.”)
Weighted
It is the proportion of category turnover of stores that handled
Distribution the product during a period
Value Sales Per Point of Distribution is the average value sales per
Value SPPD each percentage point of Wtd Dist. of a product
It is the average price per unit for the product over the time
Price Per
period, representing for average retail selling price to the
Pack consumer 3
Vietnam’s market structure
Complex Structure In The Retail Landscape Traditional Trade
6 •
•
Traditional Grocery
Semi-retailer
store types
• Market Stall / Market Stall
MANUFACTURER WHOLESALERS
0.62 M STORES ACCOUNT
•
biscuit spirit
Milk/Biscuit/Spirit
FOR 76% • Biscuit/Confectionery
HOME-PERSONAL CARE SALES
DIRECT SUPPLY Modern Trade
>8,200 STORES ACCOUNT FOR ~24% Home-Personal Care Sales

DISTRIBUTORS RETAILERS
MT SM MMS CVS
No. of MT stores 7,982 448 5,047 993
Store Number
9% 5% 4% 9%
Expansion rate vs YA
SEMI-RETAILERS E-commerce
CONSUMERS ~1% FMCG Sales dominated by Lazada, Shopee, Tiki and Sendo
4
GDP growth by SEA countries
ANNUAL GDP GROWTH VS YEAR AGO

2020 2021 (P)
7.7%
5.2% 5.2% 4.7%

3.9%
2.9% 3.3%
1.9% 1.9%
-1.5%
-6.0% -6.0%
-7.0%
-8.3%
VIETNAM CHINA INDONESIA PHILIPPINES MALAYSIA THAILAND SINGAPORE
Source: EIU available projection as at June 2020. Annual GDP percent change (P) projection
5
Early Covid-19
23% experienced employment
impacts
Current Covid-19
46% experienced income,
financial situation impacts
‘Newly’ constrained consumers
Source: NielsenIQ Unlocking Consumption global survey. Early COVID-19 September 2020, Current COVID-19 December 2020/January 2021 6 6
© 2021
© 2021 Nielsen
NielsenConsumer
ConsumerLLC.
LLC.All
AllRights
RightsReserved.
Reserved.
Price segments by key super-categories
12.4 14.0
24.7 24.5 26.9 27.9 26.4 27.7 31.6 31.9
38.6 38.9
49.5 47.9
61.0 57.7
58.0 56.3 57.8 58.0 86.6 84.8

5.2 69.4 69.6 44.9 45.0 57.8 57.8
30.1 32.5 5.3
33.8 37.1
20.4 19.6 16.5 16.1 15.1 15.8 15.8 14.3
5.9 5.9 10.6 10.3
1.0 1.2
2019 2020 2019 2020 2019 2020 2019 2020 2019 2020 2019 2020 2019 2020 2019 2020
Beer Cigarette Beverage Foods Home Care Milk Bases Personal Care Baby Care
Value (API <80) Mainstream (80 =< API =<120) Premium (API >120)
Source: NielsenIQ Retail Audit data ending DEC20

7
Macro indicators
will not resemble
consumer spend
XX% XX%
GDP growth 2021 v 2019 Unemployment rate 2021
versus xx% YOY in 2019 versus xx% in 2019
Source: IMF, GDP current prices (purchasing power parity), October 2020. 2021 predictions 8
© 2021
© 2021 Nielsen
Nielsen Consumer
ConsumerLLC.
LLC.All
AllRights
RightsReserved.
Reserved.
Spending changes of different consumer groups
Grocery spending changes Out-of-home spending changes

Nett change
Spend less | Spend more Nett

OOH Dining Food Delivery / Takeaway
Existing -48%
16% 18% ▲3
Constrained -10%
Newly -60%
Constrained
40% 20% ▼ 20 -28%
Cautious -35%
10% 25% ▲ 15
Insulated 1%
Unrestricted -30%
Insulated 8% 12% ▲4
2%
APAC ▲2
Source: NielsenIQ Unlocking Consumption global survey. Qin which areas have you changed your spending levels due to the impact of COVID-19....
9
4 consumer groups
Constrained and Insulated consumer groups - global
Existing constrained Newly constrained Cautious insulated Unrestricted insulated

Newly
constrained
increased,
20% 43% 25% 11%
cautious
insulated are
proactively
68% are cost-conscious consumers altering their rationalising
buying and consumption patterns
Source: NielsenIQ Unlocking Consumption global survey.

10
10
How the purchase of consumers in each group changed
Existing Newly Cautious Unrestricted

Constrained Constrained Insulated Insulated
Price:
8% 6% 12% 10% 10% 12% 3% 4%
cheaper | premium
Frequency: 16% 12% 15% 17% 7% 8%

18% 15%
less | more often
Sizing: 6% 7% 7% 12% 9% 13% 5% 6%

smaller | larger pack
Source: NielsenIQ Unlocking Consumption global survey. How purchasing changed. Average across all categories.
11
Accessibility code for consumers
Existing Newly Cautious Unrestricted

Constrained Constrained Insulated Insulated
▲ private label should provide ▲ shop across multiple off & ▲ willing to pay more for ▲ willing to pay more for
as good/ better value than online retailers to get the best higher quality higher quality
branded value
▲ retailers should make ▲ easier search/ compare, ▲ willing to pay online ▲ private label should provide
it easier to access value time saving shopping online subscription and delivery fees as good/ better value than
products branded
▼ least likely to travel for ▲ want greater variety of ▲ shop across multiple off &
promo, pay online delivery quality, value products online retailers to get best
or subscription fees value
Source: NielsenIQ Unlocking Consumption global survey. Q. Which of the following do you agree/disagree with? Agree vs disagree index to global average. ▼ under-index ▲ over index
12
Vietnam’s macro-economy in 2020
GDP %
GDP growth vs YA
Growth YA Sectors’ GDP growth vs. year ago
5.2 5.6
7.1 7.0 4.7 4.7
6.8 4.0
6.2 2.9 2.9 3.3
2.7 2.3 2.5
1.0 1.4
4.5
3.7 0.1
2.9 2.7
-1.8
Q1'20
Q1'20
Q1'20
FY 2020
FY 2020
FY 2020
Q4'20
Q4'20
Q4'20
Q2'20
Q2'20
Q2'20
0.4
Q3'20
Q3'20
Q3'20
Agriculture, Forestry & Industrial & Construction | Service |41.6%
Fishery | 14.9% 33.7%
CPI % Growth YA Factors influencing Q4’20 Inflation
5.6
3.5 3.5 3.2 3.2

2.7 2.8 2.6 Food and Catering Service: Transportation: -12.82%
1.4 +6.23% Mainly driven by price of
Mainly driven by price of Pork petroleum (-25.7%)
(23.21%) & Rice (+7.4%)
2016
2017
2018
2019
2020
Q1'20
Q2'20
Q3'20
Q4'20
Education Services: +3.82% Culture, Entertainment &

Source: GSO Vietnam (Social and economic situation Report), Vnexpress.net Tourism: -2.28%
13
Premiumization in Vietnam
EXAMPLE OF SUCCESSFUL LAUNCH

PREMIUM IS NOT ABOUT PRICE PREMIUM IS NOT ABOUT PRICE
DIANA SENSI COOL FRESH
 Key attributes of premium products from

 Consumers’ financial sentiment & perceptions
consumers’ perspective
towards premium products
I’m financially better

86% compared to 5 years ago #1 Globally VIETNAM GLOBAL
HIGH QUALITY
65% STANDARDS 49%
APAC
35% I’m able to spend freely vs.
18%
SUPERIOR FUNCTION/
58% PERFORMANCE 46%
Feminine Protection Advanced “Menthol”
Buying premium products Global Diana Unicharm technology from Japan for
72% makes me feel confident
vs.
51% 55%
SUSTAINABLE
MATERIALS 38% Sensi Cool Fresh refreshing & cooling
Launch: Dec 2016 feeling
ORGANIC/ NATURAL
Premium segment – MAT Mar’19 52% INGREDIENTS 41%
Contribution 38.0%
FROM A SPECIFIC
Growth +6.8% vs 4.6% of FMCG 50% 21%
COUNTRY
1.9% Share achieved after
6 months launch
Source: Nielsen Global Premiumization Study 2018. Retail Audit data Source: NielsenIQ Global Premiumization Study 2018
14
Consumer confidence and their spare cash spending
How consumers utilize spare cash after

Consumer Confidence Index (CCI) covering essential living expenses
120 125 126 121
116 110 117 73
101 Savings
70
51
New clothes
43
Paying medical insurance 40

Asia Pacific Vietnam
premiums 43
Q4'19 Q1'20 Q2'20 Q4'20
46
Top concerns Holidays / vacations
36
42
48 New technology products
45 41 37
37
31 27
20 22 45
Out of home entertainment
33
Job security Health The economy Work/life balance
Q4'19 Q4'20 Q4'19 Q4'20
Source: NielsenIQ Global Consumer Confidence Dashboard ending Q4’20 15
Vietnam’s FMCG landscape in 2020
Vietnam – Value % Growth vs. YA

Vietnam – FMCG – Value % Share MAT YA MAT TY
Beer FMCG 6.0 -8.0

17.4 16.1
6.0 -14.0
Non-alcoholic
Beverage
25.0 24.5 8.0 -10.0
Cigarette
4.0 -9.0
14.7 Baby Care
14.7
-5.0 -14.2
1.5 1.4
10.2 Milk Bases
10.1 1.5 -7.0
Foods
18.7 20.0 6.6 1.5
Home Care 4.3 -5.0

5.2 5.4
7.4 7.7
Personal Care 4.6 -3.4
MAT YA MAT TY
Categories including: Shampoo, Hair Conditioner, Toilet Soap, Toothpatse, Toothbrush, Feminine Protection, Laundry Products, Dishwashing Liquid, Fabric Softener,
Household Cleaners, H.I.Aerosol, H.I.Coil, Insecticide Control, MSG-Bouillon, Instant Noodle, Biscuits, Pie & Sponge Cake, Soft Drink, Energy Drink, RTD Tea, Fruit Juice,
Packaged Water, Sport Drink, Coffee, Beer, RTD Milk, SCM, Sauces, Chili Sauce, Tonic Food Drink, Cigarette, Milk Powder, Baby Diapers, Facial Tissue, Tissue
(Napkin/Toilet/Kitchen), Candy, Snack 16
16
Online economy and behaviors
Internet Economy GMV (Gross Merchandise Value) Shift in buying behavior due to Covid (SEA countries)
In Bil. USD (use more than before)
Travel -15%
52 Transport -15%
Consumer electronics -3%
Personal loans 3%
Clothing 3%
Beauty 10%
Music streaming 13%

14
12 Video streaming 19%
Education 20%
3
Groceries 31%
2015 2019 2020 2025 (F) Food delivery 32%
Source: Bain Insights. % respondents who respond “More than before” - % of respondents who respond “Less than before”
17
PACK
Pack-price of key SKUs in Shower Gel
Vietnam – Top 10 SKUs – Pack & Price Combination Swan Leben Heaven Sifa Charming
200,000
Swan Deep Nurture Bottle 900
180,000
Charming Charm Bottle 650
160,000
140,000
Swan Deep Nurture Bottle 530
Price Per Pack (VND)
120,000
Swan Aquala Bottle 530
100,000
Sifa Milky Bottle 250
80,000 Swan Gentle Care 530
60,000
40,000
Leben Protect Bottle 250
20,000
0
200 250 300 350 400 450 500 550 600 650 700 750 800 850 900 950 1,000 1,050 1,100 1,150 1,200
Packsize (GM-ML)
Source: NielsenIQ Retail Audit ending Apr’21
18
Price segment of Shower Gel
Vietnam by regions – Shower Gel – Price Segment Contribution
Economy (API <80) Mainstream (API: 100-120) Premium (API: 120-150) Super Premium (API >150)
7.6 7.3 7.3 10.6 10.2 11.1

11.9 12.4 13.4 12.4 12.2 12.7
20.0 19.7 20.1
21.6 20.0 18.9
28.2 28.8 28.8

31.1 31.8 31.0 30.7 30.0
32.5
24.4 25.5 25.6
30.3 30.8 32.9
28.3 29.9 28.6 34.7 34.5 34.0

31.9 31.6 30.9 34.2 33.8 32.9
40.5 42.0 40.9

25.1 28.3 27.3 28.7 26.5 26.5 26.1
24.2 23.3 21.5 20.9 21.3
MAT 2YA MAT YA MAT TY MAT 2YA MAT YA MAT TY MAT 2YA MAT YA MAT TY MAT 2YA MAT YA MAT TY MAT 2YA MAT YA MAT TY
Vietnam TT North TT Central TT South MT Vietnam
Value % SOT – MAT TY

19
Competition by price segment
Swan is the key brand of
Vietnam – Shower Gel – Competition in each price segment Blu.UK Premium portfolio
4.5 3.2 3.8

Others
16.9 10.0 7.9 13.5 17.0 15.1 16.1
17.4 18.5 18.1 18.5
25.1 24.3 23.7 13.8
7.7 Penguin
2.5 2.5 9.0 7.7
2.6 2.8 2.3 0.9 7.7 11.6
2.5 9.5 1.0 7.0 11.8
3.0 2.6 2.7 6.2 11.4 For Family
4.7 3.6 3.0 1.0 4.8 4.7
3.7 3.1 10.5 11.7 11.0 5.4
4.7 3.5 2.6
3.6 3.2 1.7 1.4 1.7 Men Up
3.9 3.1 3.4 4.8 7.1
2.9 5.5 5.0 8.8 10.7
2.2 3.0 3.7 26.4 21.6
31.5 Baby
5.4 5.7 5.7
16.1 18.1 19.7
1.3 US-VN
17.2 17.3 1.7
17.1 1.8
76.8 79.5 40.4 40.8 G.Plus
15.7 71.2 39.8
15.0 15.9
33.9
32.2 Sifa
30.8
34.0 34.9 34.5 Prevail

27.0 25.8 25.0 2.9
18.0 0.6 2.2
16.0 15.4 6.0 VN.Fragrance
8.0 7.2
2.3 4.3
0.5 Profess.
MAT 2YA MAT YA MAT TY MAT 2YA MAT YA MAT TY MAT 2YA MAT YA MAT TY MAT 2YA MAT YA MAT TY MAT 2YA MAT YA MAT TY
Total Shower Gel Economy | 23.3 Mainstream | 30.9 Premium | 32.5 Super Premium | 13.4 Blu.UK
Other gaining manufacturers are imported

20
Manufacturer Brand
Blu.UK Leben
Brand competition by regions Professional Charming
Blu.UK Heaven
VN.Fragrance Turmy
Vietnam – Key brands in Shower Gel – Value % Share Blu.UK Swan
Sifa Sifa
30 Profressional Dashing
Prevail Pure
Prevail Live
24.1
25 23.3 23.122.8
22.2 22.5 22.2
21.4
20.4 20.5 20.6 20.3 20.620.2 20.5
19.4 19.8 19.8 19.4
19.1 18.718.9 18.619.0
20 18.4 18.4 18.2 18.4 Leben
16.2 16.5 Charming
14.0 Heaven
15 13.7 13.313.113.6
13.1
12.0 Turmy
11.6 11.211.211.0 11.5 11.411.5
10.8 11.0 11.010.9 10.6
10.2 9.7 9.9 10.110.0 Swan
9.4
10 8.5 8.0 8.4 8.5 8.3 Sifa
7.8
6.8 6.9 6.8 6.3
5.9 5.6 6.0 6.0 5.9 5.9 Dashing
5.4 4.9
4.6 4.8 4.5 4.9 4.3 4.8 4.9 4.7
Pure
5 3.2 2.8 3.3 3.8 3.0 2.9 3.6 3.4 3.2
Live
0
MAT YA
MAT YA
MAT YA
MAT YA
MAT YA
MAT TY
MAT TY
MAT TY
MAT TY
MAT TY
Q4'19
Q1'20
Q4'20
Q1'21
Q4'19
Q1'20
Q4'20
Q1'21
Q4'19
Q1'20
Q4'20
Q1'21
Q4'19
Q1'20
Q4'20
Q1'21
Q4'19
Q1'20
Q4'20
Q1'21
Vietnam TT North TT Central TT South MT Vietnam
Source: NielsenIQ Retail Audit ending Apr’21 | TT South include SouthEast (SE) and Mekong Delta (MKD)
21
PRODUCT
Swan’s performance over last 3 years
Vietnam – Swan – Value % Share Vietnam – Swan by key variants – Value % Share
Swan Swan
7 7
6 6
5
5
4
4
3
3
2
2 1
Swan MAT 2YA MAT YA MAT TY L3M
1 Val % Share 5.7 5.4 4.6 4.3 0
JUN18
JUL18
OCT18
DEC18
FEB19
JUN19
JUL19
OCT19
DEC19
FEB20
JUN20
JUL20
OCT20
DEC20
FEB21
NOV20
MAY18
AUG18
NOV18
MAY19
AUG19
NOV19
MAY20
AUG20
SEP18
SEP19
SEP20
JAN19
MAR19
APR19
JAN20
MAR20
APR20
JAN21
MAR21
APR21
Val % Growth vs. YA -4 -18 -20
0
MAY20 JUN20 JUL20 AUG20 SEP20 OCT20 NOV20 DEC20 JAN21 FEB21 MAR21 APR21 Aquala Deep Nurture Gentle Care
Swan Natural Total Swan Core variants
2 YEARS AGO LAST YEAR THIS YEAR
22
PLACE
Heaven’s performance by regions
Heaven – Key Performance Indicators (KPIs)
100 120
91 91
88
90
82 81
78 100
80
70 66 67
65
62 60 62 80
60 57 57 57 56 55
55 55 55 53 55 54 53
50 60
40
31 31 32 32 30 31
40
30
20
9.3 8.0 9.3 8.7 7.7 7.8 20
8.7 8.4 8.5 8.4 8.3 8.5 7.7 6.3 7.8 6.9 6.0 6.9
10 5.8 6.0 6.1 5.6 6.1 6.6
3.8 3.8 3.6 3.7 3.7 4.0
0 0
MAT MAT Q4'19 Q1'20 Q4'20 Q1'21 MAT MAT Q4'19 Q1'20 Q4'20 Q1'21 MAT MAT Q4'19 Q1'20 Q4'20 Q1'21 MAT MAT Q4'19 Q1'20 Q4'20 Q1'21 MAT MAT Q4'19 Q1'20 Q4'20 Q1'21
YA TY YA TY YA TY YA TY YA TY
TT North TT Central TT SE TT MKD MT Vietnam
Heaven
WTD Dist NUM Dist Value % Share Val SPPD (Bil. VND/Wtd)
23
PLACE
Leben’s performance by regions
Leben – Key Performance Indicators (KPIs)
120 350
97 97 96 97 98 97 300
100
250
80
200
57 58 56 57 57 57 58 56 57 57 56 58 56 57 56
60 54 54 55
48 48 48 150
43 43 44
40
100
22.5 22.2 23.6 23.6 22.8 24.9 22.7 22.1 22.7 22.4 22.2
18.4 19.1 20.3 19.8 20.6 20.2 18.2 18.7 18.9 20.4 19.9 18.7 20.5 19.4 18.4 18.6 19.0
16.2 16.5
20
50
0 0
Leben
24
PLACE
Swan Core’s performance by regions
Swan Core – Key Performance Indicators (KPIs)
100 100
91 92
90 88
90 87 86 90
80 80
70 70
60 60
50 51 50
50 46 45 46 45 45 45 46 45 50
42 43 44
41 42 41
39
40 40
30 26 26 26 25 27 27 30
20 20
10 5.4 3.9 5.8 5.2 4.0 4.5 3.1 4.3 4.1 3.0 2.8 4.2 2.8 4.2 4.2 2.6 2.7 5.5 4.1 6.0 5.0 4.4 4.2 10
2.6 2.1 2.5 2.8 2.1 2.1 3.5
0 0
Swan Core
25
PLACE
Swan Natural’s performance by regions
Swan Natural – Key Performance Indicators (KPIs)
100 50
89 88
90 86 45
83 81
78
80 40
70 35
60 30
50 25
40 35 34 34 35 20
32 33 33
30 31 30 29 31
26 28
30 25 25 24 15
23 22 22 23
20 20
20 17 10
10 5
0.5 0.7 0.7 0.9 0.7 0.7 0.5 0.8 0.7 0.6 0.8 0.7 0.3 0.4 0.4 0.5 0.4 0.4 0.2 0.4 0.4 0.3 0.3 0.4 1.3 1.7 1.7 1.7 1.8 1.6
0 0
Swan Natural
26
PLACE
Prevail’s performance by regions
Prevail (Pure + Live) – Key Performance Indicators (KPIs)
90 1.8
81 82
80 78
80 76 77 1.6
70 1.4
60 1.2
50 1
40 37 0.8
34 35
31 32 32 32 31
30 29
30 27 27 27 27 27 0.6
24 24 25
21 21 22
17 18 18
20 0.4
10 5.8 6.4 6.0 6.0 6.5 6.8 0.2

0.3 0.7 0.3 0.7 0.8 0.9 1.2 2.4 1.2 1.6 2.6 2.8 1.4 2.0 1.5 1.6 2.1 2.1 0.9 0.9 1.0 1.3 0.8 1.0
0 0
Prevail (Pure + Live)
27
PLACE
Turmy’s performance by regions
Turmy – Key Performance Indicators (KPIs)
80 3.5
74
72 71
71 70 70
70 3
60 56 56 56
53 53 2.5
51 51 50 52
48 49
50 47
44 44 44 44 44 45
2
40
1.5
28 29 27 28 29 28
30
1
20
9.4
7.1 7.7 6.9 7.4 7.8 7.1 8.1 8.9 7.7 8.4 8.3 7.5 9.1 7.4 8.0 9.0 8.7 0.5
10 5.5 6.0 5.2 5.7 6.0 6.0
1.9 1.9 1.8 1.7 1.6 1.5
0 0
Turmy
28
Thank you.
NielsenIQ Vietnam
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Assessment Camp

NielsenIQ Case Study

© 2021 Nielsen Consumer LLC. All Rights Reserved.

TT Traditional Trade Value Sales Traditional Trade

The sales to end-consumer expressed in value (Dong or any

The percentage change in value sales compared to the same

The contribution of one selected market to value sales of selected

DIRECT SUPPLY Modern Trade

>8,200 STORES ACCOUNT FOR ~24% Home-Personal Care Sales

ANNUAL GDP GROWTH VS YEAR AGO

5.2% 5.2% 4.7%

VIETNAM CHINA INDONESIA PHILIPPINES MALAYSIA THAILAND SINGAPORE

58.0 56.3 57.8 58.0 86.6 84.8

Source: NielsenIQ Retail Audit data ending DEC20

Grocery spending changes Out-of-home spending changes

Spend less | Spend more Nett

Constrained and Insulated consumer groups - global

Existing constrained Newly constrained Cautious insulated Unrestricted insulated

Source: NielsenIQ Unlocking Consumption global survey.

Existing Newly Cautious Unrestricted

Frequency: 16% 12% 15% 17% 7% 8%

Sizing: 6% 7% 7% 12% 9% 13% 5% 6%

Existing Newly Cautious Unrestricted

CPI % Growth YA Factors influencing Q4’20 Inflation

3.5 3.5 3.2 3.2

Education Services: +3.82% Culture, Entertainment &

EXAMPLE OF SUCCESSFUL LAUNCH

 Key attributes of premium products from

I’m financially better

How consumers utilize spare cash after

Paying medical insurance 40

Vietnam – Value % Growth vs. YA

Beer FMCG 6.0 -8.0

Home Care 4.3 -5.0

Consumer electronics -3%

Music streaming 13%

Pack-price of key SKUs in Shower Gel

Vietnam by regions – Shower Gel – Price Segment Contribution

7.6 7.3 7.3 10.6 10.2 11.1

21.6 20.0 18.9

28.2 28.8 28.8

30.3 30.8 32.9

28.3 29.9 28.6 34.7 34.5 34.0

40.5 42.0 40.9

Value % SOT – MAT TY

4.5 3.2 3.8

34.0 34.9 34.5 Prevail

Other gaining manufacturers are imported

16.2 16.5 Charming

Swan’s performance over last 3 years

1 Val % Share 5.7 5.4 4.6 4.3 0

Heaven’s performance by regions

Heaven – Key Performance Indicators (KPIs)

Leben’s performance by regions

Leben – Key Performance Indicators (KPIs)

Swan Core’s performance by regions

Swan Core – Key Performance Indicators (KPIs)