Võ Minh Chánh BRANDING STRATEGY OF SMIRNOFF VODKA IN VIETNAM MARKET 2012 — 2015 a T 1] | TRUONG OAK HOC Md TP.HeM | fet! MASTER PROJECT
MASTER IN BUSINESS AND MARKETING MANAGEMENT
Tutor: Ph.D Lé Nguyén Hau Hỗ Chí Minh City
Trang 2Firstly, | would like to express my deepest thanks to Professor L6é Nguyên Hau, as my tutor who had guided me a lot for the thesis
| would like to thank to all Professors in the program who had given me knowledge, valuable information, and guidance through the course,
especially Professor Tran Anh Tuan who had guided me at the beginning
the way to study
| also want to thank to Ms Méng Thuy, Ms Ngoc Hién, and Serge Bywalski — the Coordinators of the program who helped us so much in corporation during the course about 2 years
| much appreciated to all my classmates, my friends and family for their encouragement, especially Phi Long who gave me full of supports from the beginning till the end
Trang 3in street side eatery and very informal release occasions in the form of neat drink The category is seen popular but not very clearly defined about image (driven by local vodka Hanoi brand) compared to brown spirits We have seen Smirnoff activating as the next brand choice to trade up at this segment since FY09 with the annual growth rate of 68%
However, as the only one imported vodka brand activating in beer gardens and restaurants without back-up communication in other more premium channels, Smirnoff is now perceived not so cool as it’s recognized around the world At the meantime, there is a wide range of local and imported vodka brands with Russian origin available in the market at the price points between vodka Hanoi and Smirnoff which can be the solutions for up-trading trend although it’s just a small volume per brand Despite the booming of social network society in Vietnam, Smirnoff has not utilized digital platform since so far the core consumers of vodka in general and Smirnoff in particular are LS2 and LS3 who are not internet savvy In these years, Smirnoff was positioned as “Affiliation” to the segmentation LS 2 (Leverage Spirit Age 26 — 34 years old) This strategy seemed not fully right to be very successful in the market trend situation And we see it at the result, Smirnoff took a very small market share about 1% in the total consumption more than 3 million 9 liter cases with the time beeing distributed and consumpted in Vietnam more 5 years from 2007 till now
Trang 4Student name: VO MINH CHANH Program: MBMMS5 Title:
BRANDING STRATEGY OF SMIRNOFF VODKA IN VIETNAM MARKET 2012 - 2015
Comments:
This study is a project which develops a marketing strategy for SMIRNOFF VODKA marketer to achieve its business goals in the next three years
The author has exerted a great effort in utilizing the knowledge he has learned in the Master programme, in combination with his own practical experience to fulfill the objectives set forth in the study
By this work, the author has shown his deep understanding of the market and product, with rich secondary data collected and analysized by TNS and other sources Although the proposed strategy deems to be appropriate and feasible, the author’s limited ability to show the logical coherence between external/internal data analysis and the formation of strategy This weakness may undermine the quality and convincingness of this project study
Anyway, this work achieves the standard of the program I recommend it to be presented to the examination board
a
Supervisor: Assoc Prof Le Nguyen Hau
Trang 52 Problem statement - ch 2
ở Objective and scope n1 HH S
4 Structure of the body s1 2212 2o 4
1 Brand Positioning tr 5 2 Challenges in Brand building - 222222 1 no 7 Chapter 3: AnalySis 0 ccecscssssssesessssssssssssssssesssseesesesssesseseseeceseeeecececceccc, 8
3 Internal AnalySis c2 HH 8
4 External Analysis .0.0.0.0 cc ccccccecccccecetecevececececevevevevetetetec 14 Chapter 4: Brand strategy .cccccsssssssssssssesessesssrssssteseeseseeeceseseeeecececce, 17 1 Brand Strategy HH HH 17 2 Brand Activities in 2012 - 2015 - SH 18 3 Measurement and Evaluation - 22H 19 Chapter 5: COnclusion .cccccssssssssssssesessssesssssssssesseseseesegeceececeseceececccce, 20 "ị0 21
Trang 6cases per year
Leading the market is the local one with the brand Hanoi vodka This brand is dominating the market with the share about 97% in volume
Vodka is so popular that we can find everywhere, from street side eatery, and very informal release occasions in the form of neat drink
From launching Smirnoff in Vietnam market in the year 2007 till now, Diageo focused to the LS2 with the “Affiliation” as positioned
Trang 7of vodka volume comes from on-trade with 60% contribution from meal outlet Among imported vodka, Smirnoff is estimated to be the leader,
followed by Russian Vodka brands The biggest local vodka is Hanoi Vodka is the giant in the market with volume share about 97% Super deluxe vodka brands like Belvedere and Grey Goose start to activate in status territory
through Modern Off Trade channel
Diageo came to Vietnam market from 2007 with the distribution nationwide They have 01 Distributor, 25 Wholesalers and over 300 Retailers and over 2000 outlets including Off Trade and On Trade as the route below: Retailers (300) VN Distributor (01) Consumers Outlets (>2000) Diaggeo PLC aoe ue Ane} 2 Problem statement:
Trang 8e Rejectors: 4% se Available: 63% e Acceptors: 19% * Adopters: 8% e Adorers: 6%
In these above figures, we see the gap between the “Available” and the “Acceptor” is still very big For the spirit industry, they have many research and analysis internally and externally to find out where the contribution could come from by using the 4A’s classification The lesson from this study
showed the best consumption come from the group the “Adopters” and the “Adorers” And to be successful this task, the marketing activities should be concentrated not only in these groups, but also need to put the
attractiveness in the “Available” and the “Acceptors” where they could increase the number of drinkers in these groups more and more Certainly the brand’s owner could get effectiveness of the brand awareness from their targeted consumers and the good consumption as well And to understand more about 4A’s, | also represented it in the next pages
In the research reports implemented by TNS, | realized one of the key points for this issue came from the Acceptor with the question:
“Why do | drink Smirnoff with 3 times in price vs Vodka Hanoi?” (In the same position “Affiliation”)
Trang 9Smirnoff source of volume Affiliation 10% Contentment 12% Mindependence ™Status ®Discernment Contentment ® Affiliation ™ Release Based on the secondary data to be analyzed together with the internal reports, we found that the positioning Diageo applied for Vietnam market in the last year could not be very successful They focused in “Affiliation — Group’, but the best Motivation in the 4 A’s profile showed in
“Independence — Individual’ Objective and Scope:
This study is to propose the branding strategies to be applied for Vietnam market in the year 2012 — 2015
Recruiting Legal Spirit Age (18-25) males Smirnoff Available /Acceptors who are international beer drinkers to become Smirnoff Adopters (increasing Acceptors from 19% to 35%; 37,309 totally) drinking 1 glass/month by end of 2015
Increasing LS2 (25-34) males Smirnoff Adopters from 8% - 15% drinking 3 glasses per month and Adorers from 6% - 10% drinking 5 glasses per month by the end of 2015
Build up the Smirnoff community — 10%, and to build up the brand image — 7% also
Trang 10problem statement of the brand, objective and scope of work, then the Structure of the study
In the second chapter, | would like to present the literature review about Brand Positioning and the challenges for that process
Based on the internal reports and the secondary data provided by TNS, the third chapter for the analysis will go deeply in the current situation of Smirnoff in the market
With the literature for branding, together with the analysis from reports, the chapter 4 will have the brand strategies for the period 2012 — 2015 with detail activities
Trang 11relating the Brand Positioning, | just would like to make a review within it Brand positioning refers to “target consumer's” reason to buy your brand in preference to others It is ensures that all Brand activities have a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focuses at all points of contact with the consumers
Brand positioning must make sure that:
Is it unique/distinctive vs competitors?
Is it significant and encouraging to the niche market?
Is it appropriate to all major geographic markets and businesses? - Is the proposition validated with unique, appropriate and original
products?
- Is it sustainable? Can it be delivered constantly across all points of contact with the consumers?
- Is it helpful for organization to achieve its financial goals? - Is it able to support and boost up the organizations?
In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind Brand positioning is a medium through which an organization can portray its customers what it wants to achieve for them and what it wants to mean to them Brand positioning forms customer’s views and opinions
Professor Christian Bluemelhumber had given the concept that “Positioning is the technique used to make the associations to the brand It is the place where a brand occupies in a given market as perceived by the targeted clients.” He also indicated the three points:
¢ Frame of reference is the segmentation that is targeted e Point of parity identifies the existing functions and benefits
Trang 12Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a place and value in the target customers’ mind The positioning you choose for your brand will be influenced by the competitive stance you want to adopt
Brand Positioning involves indentifying and determining points of similarity and difference to ascertain the right brand identity and to create proper brand image Brand Positioning is the key of marketing strategy A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand Positioning is the base for developing and increasing the required knowledge and
perceptions of the customers It is the singe feature that sets your services apart from your competitors
There are various positioning errors, such as:
Under positioning: This is a scenarios in which the customer’s have a blurred and unclear idea of the brand
- Over Positioning: This is a scenario in which the customers have too limited awareness of the brand
- Confused positioning: This is a scenario in which the customers have a confused opinion of the brand
- Double Positioning: This is a scenario in which customers do not accept the claims of a brand
It is said that the most successful brands are those which single-mindedly meet consumer requirements better than their competitors profitably A brand trying to satisfy the Motivations all consumers, or trying so satisfy the Motivations of some consumers all the time will be diffused and lack distinctive in a crowded market place And brand positioning is about making choices The first decision is what consumer Motivation, and the brand should be seeking to satisfy
Trang 13e Cash: the first challenge is the Brand managers need to achieve the short-term financial goal, but Brand is the long-term asset In order to keep their career, they have to choose the short-term obiectives which can harm the Brand strength in the long-term
e Consistency: The second challenge in brand building is the consistence It means that all the organization concentrate to the Brand, and to implement the Brand promise All the people in the company have to involve to the Brand building process, from the receptionist to the advertising managers, or the customer service in every time and everywhere
Trang 14Consumer Scope — a study of Diago PLC Planning and Research 2010 - is the best practice global consumer segmentation model for understanding what motivates when they drink Consumer Scope uses a psychological model based on fundamental human drivers, and the framework is tailored for the alcohol market
There are six Consumer Scope Motivations in the Total Beverage Alcohol market It is important to remember that the six motivations are linked to alcohol occasions and not consumer personalities
Trang 15What is Affiliation?
Affiliation is friendly and sociable When you are motivated by Affiliation, the feeling is warm, friendly and open — like the sun on your face
Friendly — Affiliation is the friendly motivation — easy friendship rather than Contentment’s deeper connections and communication
Sociable — sociability is central to Affiliation — a warm, outgoing sociability with a generous helping of fun and good humor that everyone wants to be a part of
Easy going — the friendly, sociable tone of Affiliation make it good-natured and always easy-going — anyone is welcome to join and there are no restrictions
Motivated by Affiliation you feel an open invitation to come and enjoy whatever is going on
Affiliation is meant wanting to fit in When you are motivated by Affiliation, you are a part of a fundamental human desire to fit in, to feel you are part of things
You do not stand out — this is the antithesis of individualism, so it is never about standing out and making a bold statement
You show others you are part of the group — fitting is sometimes very tangibly about showing you are part of the group you are with
You reinforce that you fit in with the crowd — at other times, fitting in is about simply reinforcing to yourself, or to others, that you fit in with the group even when you are not physically with that group
Trang 16What is Independence?
Independence is strong and assertive Independence is underpinned by strength that is about challenging yourself and others to be a little different — Independence does not seek approval from anyone
It is confident — your energy is visible and quite raw — you face everything head-on with confidence
It is bold — there is a sense of boldness that comes from undeniable strength — itis not about being restrained or holding back, it is in-your-face
Motivated by Independence you can be provocative and seductive, with the confidence to express your sex appeal Here you can afford to be a little risque
Independence is an individual When motivated by Independence you want to be stand apart from the crowd and be seen as a unique individual
You have the courage to go your own way - this can vary from complete rebellion against social norms to just putting your own spin on something You are happy your own path no matter what everyone else is doing — this is not about being better than anyone else, it is about being different and going again the grain
When you are motivated by Independence, leadership is important — it can be you as one person expressing your own distinctiveness or it can be the group expressing its distinctiveness from other groups
Independence must be a streetwise and contemporary image When motivated by Independence, the important social image is one that shows you stand apart as an individual in ways that are absolutely modern, leading-edge, innovative, unique and original
Trang 17ideally want to be leading not following the next trend: as long as it’s authentic rather than created — the surprising trend that consumers feel they have discovered themselves This sense of discovery is important in the Independence motivation
You display an urban, streetwise social image — Supporting the daring side of Independence — more edgy and often a little rough around the edges, rather than sophisticated urban
Vodka Category and Smirnoff Positioning:
Vodka category positioning Smimoff Positioning
With the personality of vodka category, most of the famous vodka brands in the world in positioned in Status or Independent which could meet the need of drinkers in this segment The personalities of this group must be adventurous,
risky, individualistic, independent, different and non- conforming The toughness and Strong will is the one of the strong personality in this group
Trang 18c Brand Essence Wheel:
Key brand benefit: Smirnoff
stands for being clearly original
Rational
From Rational to Emotional
analysis, we have the answers for Smirnoff:
1 How | would describe the product?
Rs e Russian heritage; Red
Emotional al symbol; Smooth; Affordable
2 What product does for me?
e Good for drinking with friends
3 How the brand makes me look?
e Approachable; Superior; In the know; Sociable; Distinctive; Bold
4 How the brand makes me feel? e Adventurous; Confident
5 Facts and symbol?
e Russian heritage; Double headed eagle logo; Red; Foreign vodka 6 Brand personality?
e Unexpected; Audacious; Intelligent
7 The core?
e “Boldness, Possibilities, Originality’ are not very strong d Consumer Behavior or 4A’s Classification:
Rejecter:
e Concept: | never tried this brand, nor do | want to
Trang 19Available:
e Unaware: I’ve never heard this brand before > | don’t drink
e Noticed: I’ve heard this brand but the one | know much about > | dont
drink, but | would try Acceptor:
e Interested: I’ve never tried this brand but | would like to >! don’t drink (but open to)
e Experimenters: It’s not a brand | tend to drink, but every now and again | might have one > | have tried
Adopters:
se Occasional: It’s a brand | drink, but there are others | would consider before this one > | sometimes drink
e Regular: It's one of my favorites along with others > | often drink
Adorers:
¢ Loyal: It’s almost the first brand | consider, but | also drink others > | drink most often
e Staunch: It’s only brand | drink > | always drink
> In this study about 4A’s, we know that the best choice for the marketers is in the “Adopters” and the “Adorers” in order to build the brand awareness or consumption But the more we get in the previous stages like in the “Available” and the “Acceptors”, the more we have in the next ladders
e Vodka Management Summary:
e Usage, Adorers and Popularity for Smirnoff have increased this quarter Part of this is seasonal; however there is reason to believe that the Smirnoff Advertising Campaign that was running during this season may have had an impact, even though awareness was low considering the current size of Smirnoff in the market
Trang 202 External Analysis: a Consumer:
Entertaining/dinning out habit still remains healthy Habit of drinking vodka is very strong for LS1 and LS2 consumers at released occasions, especially in Hanoi The dominant perception of vodka is as a close, warm, familiar category — driven by usage of local brands However, there is an emergent perception amongst some younger adult consumers in HCMC of vodka as a modern and stylish choice The most popular practice of drinking is neat drink, not mixed in Hanoi, but in HCMC there is an emergent understanding of mixibility as an intrinsic product benefit Consumers perceived international brand as better quality especially with Russian heritage / cues Online communication is booming with more than 1 million Face Book users b Customers:
In general, customers want profit and fame/prestige in their business field Off-trade customers do not see international vodka as profit engine comparing to imported brown spirits Most of customers are confident in future growth of imported vodka but they do not have enough knowledge to distinguish international brands Customers start to shift from short-term business mentality to a longer term partnership, i.e start to look for joined- up-business-plan, sponsorship events and _ staff training For off-trade business owners, TET/Chinese New Year is always the biggest selling season in Vietnam but main priority is still imported brown spirits and beers Traditional Off-trade owners are more confident selling international spirits (including vodka) due to anti-counterfeit activities from manufacturers
c Competitor:
Trang 21d Alcohol trend — Market and innovations:
According to Business Insight (2008/2009) reports, the three key drivers of growth are:
¢ The expansion of the world’s young adult population
e The emergence and growth of the middle class with disposable income, and a lesser extent ¢ Consumer’s desire to trade-up to more premium products
In short, Asia and a few other developing economies see a huge increase in people with money to send on alcohol and increasingly to more expensive alcohol
Business Insights believes the key consumer drivers for RTDs (Ready to Drink) are:
e The desire for healthier, less alcoholic products;
e The desire to socialize more without increasing one’s alcohol
| consumption:
¢ The demand for more, particularly sweeter and fruiter, flavors:
e The growing consumption of alcoholic drinks by young adult women And the spirits market is forecast to rise substantially over the period 2007 — 2012 Almost 70% of this increase will take place in Asia — Pacific
e SWOT Analysis: Strength
e Brand credentials:
o Originally Russian Vodka,
o The purest vodka thanks to 3 times of distillation & 10 times of charcoal filtration © Distributed over 130 countries
o The most selling spirit & vodka brand in the world ¢ Owned by the leading spirit company — Diageo PLC
e Diversified brand portfolio: Smirnoff Red, Black, Blue, Flavors and Smirnoff Ice e Popularity in vodka territory comparing to other imported vodka brands ¢ Truly different from the others
Trang 22International, young and exciting brand image perception Leading innovation brand — mixed drinks & cocktails Weakness
O
Moderate brand awareness Moderate Adopter & Adorer base Moderate brand usage
Availability in MOT (Modern Off Trade) is still weak ATL support not much
MOT investment limitation
Pportunities
Huge volume base (3M 9L Cases) Firm foothold in vodka territory
A shift from white wine & beer drinkers
An emerging trend of drinking vodka among young consumers (18-25 Year old)
Affordable pricing — value for money High margin for traders
Strong distribution of traditional network Threats
Much more vodka brands with strong Russian cues and price point Putinka, Russian Standard
Lack of activation towards female drinkers who can drink in mixing Pernord Ricards will activate Absolut in market
Trang 23Chapter 4: Brand strategy — Brand Plan 2012 till 2015 Brand Strategy:
It is obviously seen that there is emerging trend of drinking white spirit among new generation (LS1) who are dynamic, trendy, explorative and trend-setters currently choosing international beers as their default choices on release occasions Building Smirnoff as iconic brand with No.1 stature and extraordinary experience is a must to compete competitor for long-term strategy Re-positioning for Vietnam market to meet the consumer trend as analyzed
Sit - above from “Affiliation
Abwotye VeRIRIMOR tn Giabai) mm
Group 2
— “Independence -
Individual’, then to reach for the target of Vietnam market with the strategy 80 % in Image and 20% in
Consumption
In this Motivation, the branding Strategies should be adapted to:
The spirits will be drunk with water or neat straightly The taste is full- bodied, spicy, tangy and strong alcoholic with the price above average The product nature should be Stimulating, energizing, and warming It can be drunk quickly and all night in the night club, bars for the party with very close friends
The image is trendy, exclusive, modern, and exotic especially more for men
The personality is adventurous, risky, individualistic, independent, different and non-conforming The toughness and strong will is the one of the strong personality
Trang 24platform will be utilized to build Smirnoff community for more acquisition, engagement and conversion at on trade and off trade In the period of 2012 — 2015, the marketing budget should be allocated about 10% in the annual USD 1million on media to drive acquisition, engagement on participation platform and conversion at on trade and off trade where appropriate
The communication will be bilingual where appropriate, and Smirnoff should maintain the pricing strategy which triple than Hanoi vodka as the concept of consumers “The more they pay, the more they get in quality”
Continue to invest in traditional on trade with standard Quality, Distribution, Visibility, Pricing, Promotion, and Product (QDVP3) to trade up local vodka drinkers to Smirnoff The plan is grounded to build an international iconic _ brand image thru global participation platform (Night Life Exchange Project) supported with digital marketing to recruit new drinking generation It delivers a clear plan of investments to achieve the target for the fiscal year 2012 — 2015
Brand Activities in 2012 - 2015:
Building Smirnoff as the iconic brand that own unbeatable credentials offering original experiences to new generation aging from 18-25 YO by:
e Leverage global Night Life Exchange Platform (NEP)that invite people to co-create and participate (engage, taste) a one-of-kind experience by Swapping the most exciting elements of the their local nightlife with another city from around the world The result will be an original experience where nightlife cultures is cross-pollinated to create in iconic, global “Be There” moment both physically and virtually Smirnoff brings the best of the world’s original nightlife together
e Inspire consumers of how original Smirnoff is by joining global NEP events that sum up the best nightlife elements from 50 countries in the world
Trang 25food, music, drinks, people, places, fashion, other ) as to what makes for the world’s best original nightlife
This portal will also support non-digital activities (off and on trade, PR }, drive conversion, participation and engagement
Driving conversion/volume from Legal Spirit Drinking Age (25-34) at off and on trade distribution by
o Identifying and creating the “Be There” on-trade accounts These are the best Smirnoff accounts that will be brought the “International Nightlife” to life in the connection with the NEP
o It will educate patrons around the core idea that great tasting drinks from around the world are the central ingredient to original, international nightlife experiences, and can only be hosted by Smirnoff, the world’s No.1 vodka Patrons will be inspired to try different drinks as the learn more about international nightlife from another country
o These events can be activated in form of 2 kind of accounts:
= Smaller accounts: we can use the table tent-cards, coasters and posters featuring great tasting from other countries and encouraging consumers to connect online for more ideas and special offers
" Large accounts: Activating International Nightlife events It will be about a Tokyo night, Bangkok night or beyond with great drinks ideas, tailored menu items, and DJs playing music that represent the best nightlife from another country Smirnoff Ambassadors will actively sample Smirnoff cocktails and encourage them to share the best ideas of their local nightlife with other around the world thru digital platform
o Offering shoppers to bring international nightlife to life at home, starting with refreshing Smirnoff drinks, education and tools needed to create a fun-filled original night at home inspired by the world’s best nightlife plus, as part of the enter-to-win promotion, some lucky shoppers will even win a trip to another part of the world to experience that country’s night life in person
Trang 26
e Brand Usage and Brand Imagery
e Specific section tailored to (brand) activities in market during a particular period
Market Check:
Trang 27Chapter 5: Conclusion:
Smirnoff has the advantages of the original Russian vodka, and is the leading vodka brand in the world And now, Smirnoff is spreading around 130 countries worldwide with strong distribution and marketing activities in every market
In Vietnam, Smirnoff is facing the very challenges with strong competition mostly come from the local vodka Hanoi The consumption for the alcohol industry is about 3 million 9L cases which is very attractive for the producers But from the beginning till now, Smirnoff is not very successful in the market when competes directly in the “Affiliation” motivation which is the lower or different segment as it is in the global market and as a result, the consumers in Vietnam not perceived Smirnoff as cool as it recognized, and that is the result of the short-term Strategy in Brand building process By deeply understanding about the Consumer Scope in the Total Beverage, and with the analysis about the personality of Smirnoff, | proposed the branding Strategy for Smirnoff in Vietnam market should go to meet the consumers’ demand and Smirnoff Should move to “Independence” motivation which is the best match for this brand Besides that, as the population is growing, young consumers are considered major segment for all alcoholic companies The young generation tends to be more independent in valuing the benefits of product consumption Most young people have been exposed to either alcoholic beverages or hard liquor ads in their teen The impact of the alcoholic products and advertising messages has indirectly promoted young drinking
To succeed in Vietnam market, Smirnoff should keep the basic philosophy for the brand which has been consistent in several years Smirnoff should maintain the same business concept it held in the past: To offer the consumers Russian produced vodka of highest quality with high level of communication at a premium price
Trang 28List of figures Sampling Method Quota sampling via face to face interviews Past 3 months Imported Spirits drinkers who drinks Imported S&L at least Target once in 2-3 months Respondent Males & Females 18 — 44 years old Q3-F09: Q4-F09:
Eieldwork ere Feb23, || May 14, || 2 na c5 || q2r40:28 || Q3F10: 11
2009 — 2009 — Se 30 Sep — 20 dan - 21
Trang 31The South (HCMC; Volume share Cantho; VungTau) 6.50% @ The North (Hanoi; Haiduong;HaiPhong) @ The South (HCMC; Cantho; VungTau) Alcohol Consumption Trends - Total
P4W use of Whisky, Brandy/Cognac and Liqueurs have increased, whereas there were less people drinking beer
in the last month This could possibly be because of Tet, which is more of a brown spirit and liqueur occasion % % 100 » 100 + 80 e——s 80 seo 60- 601 —_ ——* 40- — _ 20 - © Q10 — Q2-F10 Q3-F10 | Q1-F10 Q2-F10 Q3-F10
—*-Beer —- RTD “i Whisky —-Vodka - Brandy/Cognac ~*~ Liqueur
Trang 32TƠ —— Smirnoff in the 4 A's 60% + 50% + 40% ¬ 30% - 20% + 10% 0% 3
Rejector Available Acceptor Adopter
@ Usage of Smirnoff in the 4 A's ENM zz: Adorer Brand Equity Score - VN SMIRNOFF Spontaneous Brand Awareness 11% 11% P3M Consumption 4% 14% 11% 11% Past 4 weeks consumption 20% | 46% 8% 7% Adopters/Adorers 12% 11% ” Smirnoff is the world No.1 vodka” 97% | 67% 40% 41%
” Smirnoff is known for
| its extraordinary purity” 55% 51%
Trang 34References
Alice M.Tybout and Tim Calkins — Kellogg on Branding — The Marketing Faculty of The Kellogg School of Management — Published under license by John Wiley & Son, Inc
Al & Laura Ries — The Origin of Brands —an imprint of Harper Collins Publisher
Al Ries and Jack Trout — Positioning/The Battles For Your Mind — Warner Books
David A.Aaker — Building Strong Brand —The Free Press - A division of Simon & Schuster Inc
Trang 35Q3-F10 Vietnam Questionnaire Card (109-111) nterview Number L] L] L_] L] LÌ LÌ LÌ LÌ L] L] L| ọ và tên đáp viên: 2Spondenf's Full Name ia chi: ddress hành phĩ: Quốc gia Post Code: ity/Town Country
lên thoại: Ngày phỏng vấn (150-151)
ephone No Interview Date sn PVV Loe LL JEJE] 014117) 2rviewer's name an phéng van: Dot s6/ Wave no Nam/ Year Week rview details 1 B 1 0 (Tháng/Month) 148-149 103-104 152-153 145-147
>i gian bắt đầu phỏng vắn: Thời gian kết thúc Độ dài phỏng ván: (120-122)
le Mterview Began — _ Ended — _intérview length a ee re
cam đoan răng phỏng van nay được thực hiện Chữ ký PVV Kiểm tra của giám sát t cach nghiêm túc theo những yêu câu đề ra và Interviewer's signature viên:
\g khuơn khổ quy tắc ứng xử của MRS với một Checked by supervisor
rời mà tơi khơng quen biết
clare that this interview has been carried out Strictly in dance with your specification and has been conducted within MRS Code of Conduct with a person unknown to me om 10¢ gia/ Country Thành phơi city 1-102 127-129 Bfnam 11 | HCMC 039 Hanoi 040 ỚI THIỆU
ì chào Tơi tên là , phỏng vấn viên của cơng ty TNS, một cơng ty nghiên cứu thị trường độc lập Hiện
ay chúng tơi đang tiến hành một cuộc nghiên cứu tìm hiểu về việc sử dụng và tiêu dùng của người tiêu dùng với một số sản phẩm Xin anh/chị vui lịng dành ít phút dé giúp chúng tơi trong cuộc nghiên cứu này Chúng
đảm bảo rằng đây là một chương trình nghiên cứu thực sự chứ khơng phải là bán hàng, và mọi thơng tin thu
p được sẽ chỉ dành cho mục đích nghiên cứu mà thơi
Trang 36Do you or any of your close family or friends work in any of these industries? Quang cao Advertising Bao chi, phat thanh, truyén hinh Journalism
Marketing/ tiép thi a
Marketing 01 Ngung phéng van
Nghiên cứu thị trường Close Interview -
Market research
Quan hệ cơng chúng
Public relations Sản xuât/buơn bán các loại đồ uống cĩ cơn Alcoholic Drinks manufacturing or retailing
Sản xuât/buơn bán Điện thoại di động
Mobile phones manufacturing/distribution
Sản xuât/buơn bán Sơn ;
Paints manufacturing/ retailing 02 Tiép tuc
Khơng thuộc những ngành trên Continue None of these Khơng biết Don't know 130
2 'Anh/chị cĩ uống rượu mạnh/rượu mùi ngoại (nhập khẩu) trong 3 tháng qua khơng? -
PVV chú ý: chỉ quan tâm đến người uơng rượu mạnh nhãn hiệu ngoại, khơng quan tâm đến nhãn
hiệu nội
Have you drunk any imported spirits/liqueurs in the last 3 months? (INTERVIEWER NOTE: WE ARE INTERESTED IN
DRINKERS OF FOREIGN BRANDS OF SPIRITS ONLY, NOT LOCAL SPIRITS) Cĩ/ Yes 1 TIẾp tục Continue care >ẻằẰằẰằằ l Ngưng phỏng vân Khơng/No 2 Close interview 131
SHOWCARD TUOI/ AGE SHOWCARD
Vui lịng cho biết tuổi của anh/chi? (nam sinh) (139-140) Could you please tell me your exact age? (in years)
Trang 38
ỏi Rượu trắng trước, sau đĩ hỏi tiếp dé biét do la Gin va/hoac Vodka
ỏi Rượu nâu trước, sau đĩ hỏi tiếp đề biết đĩ là Scotch Whiskey, Whiskey khác, Brandy/Cognac/ X.O/
.S.O.P ngoại, Rum ngoại, và/hoặc Tequilla ngoại
ITERVIEWER INSTRUCTIONS FOR SPIRITS (VIETNAM ONLY):
sk White Spirits consumption first, then ask to specify if Gin and/or Vodka
sk Brown Spirits consumption first, then ask to specify Scotch Whiskey, Other Whiskey, Imported Brandy/Cognac/ X.O/ V.S.O.P,
iported Rum, and/or imported Tequila
lỨC ĐỘ THÂM NHẠP CỦA CÁC LOẠI VÀ CHỦNG LOẠI ĐỊ UỐNG CO CON =NETRATION OF ALCOHOL TYPES AND CATEGORIES
R1(b) (SHOWCARD) Anh/chị đã uống loại đồ uống cĩ cồn nào sau đây trong 12 thang qua?
Hỏi kỹ: Cịn loại nào khác nữa?
Which of these types of alcohol have you drunk in the last 12 months? PROMPT: Which others? R1(c) (SHOWCARD) Anh/chị đã uống loại nào trong 3 tháng qua?
Hỏi kỹ: Cịn loại nào khác nữa?
Which have you drunk in the last 3 months? PROMPT: Which others?
R1(d) (SHOWCARD) Và anh/chị đã uống loại nào trong 4 tuần qua?
Hỏi kỹ: Cịn loại nào khác nữa?
And which have you drunk in the last 4 weeks? PROMPT: Which others?
31 CR1b-1 CHO NHỮNG NGƯỜI CĨ UĨNG RƯỢU MẠNH/RƯỢU MÙI NGOẠI (CODED 11-18) TRONG 12 IÁNG QUA
K CR1b-1 TO THOSE WHO DRUNK ANY IMPORTED SPIRITS AND LIQUEURS (CODED 11-18) IN THE PAST 12 MONTHS
HOWCARD)
Trang 39INTINUE TO SECTION Il- IMPORTED SPIRITS AND LIQUEUR, IF AT LEAST ONE OF THE IMPORTED SPIRITS AND LIQUEURS ATEGORY (CODED 11-18 AT CR1(b)) IS DRUNK ONCE EVERY 2-3 MONTHS OR MORE (CODED 01-04)
GƯNG PHỎNG VÁN NÉU TÀN SUÁT UĨNG CHO TÁT CẢ CÁC LOẠI RƯỢU MẠNH VÀ RƯỢU MUI GOAI (CODE 11-18 Ở CR1(b) LÀ MỖI 4-6 THÁNG/LÀN HOẶC ÍT HƠN (CODED 05-07)
:RMINATE IF FREQUENCY OF DRINKING FOR ALL OF THE IMPORTED SPIRITS AND LIQUEURS CATEGORIES (CODED 11-18 AT 81(b)) IS ONCE EVERY 4-6 MONTHS OR LESS (CODED 05-07)
IEM TRA LOGIC:
EU TAN SUAT UỐNG MỘT LOẠI RƯỢU NÀO ĐĨ CĨ CODE LÀ 01-03, LOẠI RƯỢU ĐĨ PHẢI ĐƯỢC HOANH Ở CR1(C)
EU TÀN SUÁT UỐNG MỘT LOẠI RƯỢU NÀO ĐĨ CĨ CODE LÀ 01-02, LOẠI RƯỢU ĐĨ PHẢI ĐƯỢC HOANH Ở CR1(D)
)GIC CHECK:
FREQUENCY OF DRINKING FOR A CATEGORY IS CODED 01-03, CATEGORY SHOULD BE CODED AT CR1(c) FREQUECNY OF DRINKING FOR A CATEGORY IS CODED 01-02, CATEGORY SHOULD BE CODED AT CR1(d)
JI LỊNG XÁC NHAN LẠI ĐIỀU NÀY VỚI NGƯỜI TRẢ LỜI
Trang 40CR1(b) CR1(c) CR1(d)
A (Bao gom bia vang, bia dang va bia den) -ER (including lager, bitter and stout)
Ngoai / Imported 001 001 001
Nội / Local 002 _ 002 _ 002
1AMPAGNE HỘC RƯỢU SỦI TÂM 003 003 003
ampagne or Sparkling Wine _ ce _ Go
JỢU VANG / WINE
Ngoại/Imported 005 005 005
Nội/Local 006 _ 006 006 mm
IỨC UỐNG CĨ CƠN PHA CHE SAN DONG 007 007 007
TẠI /
)TTLED PRE-MIXED OR READY TO DRINK SPIRITS _
TƠU MANH VÀ RƯỢU MÚI NGOẠI PORTED SPIRITS & LIQUEUR
Rượu trắng / White Spirits 022 022 022
Gin 011 011 011
Vodka 012 012 012
Rượu nâu / Brown Spirits 021 021 021
Scotch Whisky 013 013 013
Whisky khac (Irish, American hoac loai nao khác 014 014 014
bat ky) Other Whiskey (Irish, American or any other)
Brandy/Cognac 015 015 015
Rhum 016 016 016
Tequila 017 017 017
Rượu mùi / Liqueurs 018 018 018
POU MANH NỘI / LOCAL SPIRITS |
Vodka N6i / Local Vodka 064 064 064
Whisky Ndi / Local Whisky 024 024 024
Brandy Ndi / Local Brandy 062 062 062 Rum Noi / Local Rum 063 063 063 ác (ghi rõ) / Other 997 997 997 ơng cĩ/Khơng biết / None/DK 999 999 999 _ 313 - 378 413 - 478 513 - 578 No —_a le Tân suat/ Frequency Gin 011 (813-815) 01 02 | 03 | 04 | 05 | 06 | 07 | (816-817) Vodka 012 (818-820) 01 02 | 03 | 04 | 05 | 06 | 07 | (821-822) Scotch Whisky 013 (823-825) 01 02 | 03 | 04 | 05 | 06 | 07 | (826-827)
Whisky khac (Irish,
American hoặc loại nào khác bât kỳ) / Other Whisky 014 | (828-830) | 01 |02|03 | 04 | 05 | 06 | 07 | @31-832)