ESOMAR BEST OF VIETNAM 2012

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ESOMAR BEST OF VIETNAM 2012 Ho Chi Minh City/23 April Evening event PROGRAMME 18.00 18.

35 18.55 Geomarketing and Segmentation-Targeting-Positioning (STP) Study An effective tool for planning market entry or market expansion Jeffrey Bahar, Spire Research and Consulting, Indonesia 18.

1 ESOMAR BEST OF VIETNAM 2012 Ho Chi Minh City/23 April Evening event PROGRAMME OPENING AND INTRODUCTION TO THE PROGRAMME Finn Raben, Director General, ESOMAR Ralf Matthaes, ESOMAR Representative, Vietnam Co-create. Go Creative Joe Wheller, Cimigo, Vietnam Geomarketing and Segmentation-Targeting-Positioning (STP) Study An effective tool for planning market entry or market expansion Jeffrey Bahar, Spire Research and Consulting, Indonesia The Emergence of Premium Products in Vietnam and Opportunities for New Players Hun Thien Tran, GCOMM, Vietnam Phobelicious: some food for thought borne out of Vietnam, yet applicable across dining tables Alison Dexter, Taylor Nelson Sofres, Vietnam Social media: how do we maximize the opportunity and reduce uncertainty? Mai Thi Tuyet Hoa, Nielsen, Vietnam Discussion SPONSORS FAST TRACK Closing Ralf Matthaes, ESOMAR Representative, Vietnam Finn Raben, Director General, ESOMAR NETWORKING DRINKS

2 SPEAKER PROFILES Joe Wheller Joe Wheller leads the Cimigo team in Vietnam. Joe works with an ethos of being the voice of the consumer and Cimigo constantly develops and delivers tools to put the consumer into boardrooms. He has worked previously at the BBC, Synovate, Nielsen, & TNS and specialises in branding & communication research. Joe has lived and worked in the Asia Pacific region for 18 years and has a degree in South-East Asian Studies. Jeffrey Bahar Jeffrey Bahar is currently serving as Deputy CEO of Spire Research and Consulting, a leading research consultancy focusing in global emerging markets with direct full-service office presence in ten countries. Spire Research and Consulting provides customized research and consulting to Global Fortune 500 firms, integrating customer research with knowledge of the broader eco-system the industry itself, competition, channels, and legal and regulatory factors. Jeffrey started Spire Research s Indonesian operation in 2003, subsequently opening full-service offices in Malaysia and Vietnam in 2007 and 2008 respectively. He is based in Jakarta, Indonesia and travels frequently in the South East Asia region to consult a vast portfolio of leading companies in various industries addressing their market entry and market growth problems, providing marketing consulting, in-depth competitor analysis, distribution channel and supply chain analysis, and business partner evaluation. He holds a Master of Science and Bachelor of Science in Industrial Engineering from the University of Wisconsin, Madison. Alison Dexter Alison (Ali) joined TNS Vietnam in 2005 and has over 20 years of research and associated industry (management/marketing consultancy and advertising account management/strategic planning) experience gained in Asia, Australia and Europe. Ali s major role in TNS Vietnam is to lead the quali business for the customized research division. This means a strong focus on training and development and Ali is part of a regional taskforce dedicated to ensuring leading edge qualitative research techniques and processes. In her nearly seven years in Vietnam, Ali feels very privileged to have the chance to explore the cultural nuances of this unique and interesting country, at a very special time in its history. Working

3 across all research sectors in Vietnam provides Ali the opportunity to explore the cultural context in everything from cooking to laundry practices and notions of beauty to banking, technology habits, agricultural practices, public health issues and the environment. Ali s passion for and interest in research is fundamentally driven by her interest in understanding human nature- what makes us same same, what makes us different. Alison was a committee member for the annual Esomar Asia Pacific Market Research Conference in 2010 and 2011, and co-won Best Paper at this event in Beijing in 2009, along with Bach Ngoc Hieu An, for a paper titled: From Bricolage to Pho- Vietnam as a model for global influences and assimilations at meal times. Mai Thi Tuyet Hoa Director, Consumer Research, Nielsen, Vietnam Hoa currently leads the Nielsen consumer research team in Vietnam and brings more than ten years of expertise in qualitative and quantitative methodologies. Hoa has been with Nielsen for most of her research career and has built solid experience in categories such as FMCG, Pharma and Financial research. Her expertise lies in branding and advertising research and she constantly works across teams to further establish integrated solutions for clients. Hoa completed her undergraduate studies in Australia as an AusAID scholarship recipient. ABSTRACTS Co-create. Go Creative Joe Wheller, Cimigo, Vietnam Market research killed my creative idea. My globally sanctioned TVC will not work in my market. How many times has this been heard from creative agencies and brand owners? Research, often only brought in at the last minute to test the final creative, goes and benchmarks the creative-spark into oblivion. Global TVCs are launched, sometimes steamrolling local sensibilities. It really doesn t have to be that way. Consumers are a constant source of inspiration and they are ready to share it. Forward thinking brand owners and creative agencies know this and want to harness it, but have often lacked the means or budget to do so. Market research has now caught up and co-creation is turning these long-standing issues on their head.

4 Through CimigoLive, Cimigo s online community panel, Colgate Palmolive, Y&R, Cimigo, and consumers were brought together. The task was to translate a global message into a local creative execution. Over a six week period, ideas were born, built upon, reshaped, and validated. The consumer was brought into the heart of the process and consequently a successful TVC was delivered. Geomarketing and Segmentation-Targeting-Positioning (STP) Study An effective tool for planning market entry or market expansion Jeffrey Bahar, Spire Research and Consulting, Indonesia Through a combined approach of Geo-Marketing analysis and Segmentation-Targeting-Position quantitative consumer research study, this presentation highlights these approaches as an effective tool in systematic planning of any new market entry or business market expansion. The case study highlights the benefits drawn as well as issues and challenges faced from this approach. The Emergence of Premium Products in Vietnam and Opportunities for New Players Hun Thien Tran, GCOMM, Vietnam This presentation will show the audience how the Vietnamese market has improved in the last few years (GDP, purchase power, the increase of class A, B) and willdefine a premium product while looking at the differences between premium consumers vs. normal consumers., It will explore the consumer trend of buying and the market trend of selling premium products and will give actionable insights on the proper way of selling them. Phobelicious: some food for thought borne out of Vietnam yet applicable across dining tables Alison Dexter, Taylor Nelson Sofres, Vietnam Whilst still an emerging economy, with its youthful spirit and inventive nature Vietnam has a lot to offer its APAC neighbors, if not beyond, when it comes to new approaches and innovative thinking within market research. Alison s paper will look at some case study examples, across a broad range of sectors (finance, education, healthcare, consumer goods), where creative thinking around research methodology has helped to yield optimal results.

5 Social media: how do we maximize the opportunity and reduce uncertainty? Mai Thi Tuyet Hoa, Nielsen, Vietnam Consumers are increasingly going about their lives in a digital environment. They use blogs, social networks and other social media to evaluate products, make purchasing decisions, share opinions and connect with friends. Traffic to social networks is skyrocketing and more and more consumers rely on word of mouth and peer recommendations when evaluating a product or making a purchase decision. These changes present a huge opportunity for brands, but also create a lot of uncertainty so they re actively seeking guidance on how to fully realize the promise of social media as an integral source of consumer knowledge. Through NM Incite, a Nielsen McKinsey company focused on harnessing social media intelligence, we take a look at ways to better understand and take advantage of these rich consumer insights. We ll review the latest tools and new processes to better embrace social media insights and provide measurable business impact, related to brand health, product development and across other areas of an organization.

VIETNAM CONSUMER CONFIDENCE LEVEL REMAINS STABLE IN Q2 2018

For further inquiries, email us at vietnaminfo@nielsen.com VIETNAM CONSUMER CONFIDENCE LEVEL REMAINS STABLE IN Q2 2018 Vietnam inched down a spot to the 5th most confident country globally. The key concerns