UNDERSTANDING BRANDS IN COFFEE CHAIN MARKET IN VIETNAM THROUGH DISCUSSIONS ON SOCIAL MEDIA: - Which brands are most-talked about on social media? - Which activities or content angles drives top brands’ discussions? - What is the sentiment towards top leading brands? - How are brands ranked in terms of key attributes?

1. BRAND
REVIEW
REORT
Category
Coffee
Chain
Period
from
October
to
December
2015

2. 2
BRANDS
WITHIN
CATEGORY
REVIEW
Knowing
brands’
activities
on
social
and
how
they
are
perceived
1. Which
brands
are
most-­‐talked
about
on
social?
2. Which
activities
or
content
angles
drives
top
brands’
discussions?
3. What
is
the
sentiment
towards
top
leading
brands?
4. How
are
brands
ranked
in
terms
of
key
attributes?

3. 3
PREMIUM
COFFEE
CHAINS
REVIEW

4. 4
50,576
49,156
22,685
20,274
10,301
6,380
3,727
3,425
3,260
3,123
2,487
2,466
2,241
965
617
491
28%
27%12%
11%
6%
4%
Highlands
Coffee
Starbucks
Vietnam
Trung
Nguyên
Coffee
Coffee
Bean
&
Tea
Leaf
MOF
Mccafé
Phuc
Long
Coffee&Tea
House
The
Coffee
House
Caffe
Bene
The
KAfe
NYDC
Vietnam
Oromia
Coffee
Hollys
Coffee
Angel-­‐in-­‐us
Coffee
Luxe
Đại
Phát
Gloria
Jean's
Coffees
Vietnam
With 69% of the total discussions, Highlands Coffee, Starbucks Vietnam and Trung Nguyen Coffee are top
three most discussed Premium Coffee Chains on Social Media during 3 months from October to December
2015.
BUZZ
VOLUME
of
PREMIUM
COFFEE
CHAINS
SHARE
OF
VOICE
COMPARATIVE
BUZZ
VOLUME
AND
SOV
OF
PREMIUM
COFFEE
CHAINS
WITHIN
THIS
CATEGORY
Base
=
178,914
messages
Sources:
Forums,
News,
Facebook,
Instagram and
Youtube .
Time
period:
October
to
December
2015

5. 5
SOCIAL
MEDIA
TYPES
OF
PREMIUM
COFFEE
CHAINS
N=50,576
Highlands
Coffee
N=49,156
Starbucks
Vietnam
N=2,487
NYDC
Vietnam
N=2,466
Oromia Coffee
N=2,241
Hollys
Coffee
N=22,685
Trung Nguyen
Coffee
N=965
Angel-­‐in-­‐us
Coffee
N=617
Luxe Đại Phát
TOP
BRANDS
PLATFORM
N=491
Gloria
Jean's
Coffees
Vietnam
Sources:
Forums,
News,
Facebook,
Instagram and
Youtube .
Time
period:
October
to
December
2015
Most of Premium Coffee Chains focus on managing their Facebook fanpages to engage fans. Besides, many News
articles
about the affect of Starbucks to local coffee chains generate buzz on News
channel
for Highlands Coffee, Trung Nguyen
Coffee, The Coffee House,…
96%
2% 1%
84%
10
%
89%
8% 3% 0% 0%
Facebook
News
Forum
YouTube
Instagram
The
Coffee
Bean
and
Tea
Leaf
Vietnam
N=20,274
MOF
Japanese
Sweets
and
Coffee
98%
2%
0% 0% 0%
N=10,371
99%
1%
0% 0% 0%
The
Coffee
House
N=3,425
86%
11%
2% 1% 0%
Mccafé
N=6,380
100%
0%
0%
Phuc Long
Coffee
&
Tea
House
N=3,727
100%
N=3,123
The
KAfe
88%
9%
3% 1%
96%
2%
1
%
1% 0%
98%
1%
0% 0% 0%
99%
1%
0% 0%
99%
1%
0% 0%
91%
9%
1%
95%
3%
2% 0% 0%

6. 6
0
1000
2000
3000
4000
5000
6000
7000
Highlands Coffee Starbucks Vietnam Trung Nguyen
41%
40%
19% Highlands
Coffee
Starbucks
Vietnam
Trung
Nguyên
Minigames on
Highlands
Coffee’s
Facebook attract
much interaction
from
fans
especially
“Click
nhanh tay –Nhận ngay voucher”
minigame
posted
on
November
26th,
2015.
The
buzz
trend
of
Starbucks
Vietnamreaches
peak
due
to
posts
about new
store
in Go
Vap district
on
December
26th,2015.
C
B
Post about Mini game “Click nhanh
tay – Nhận ngay voucher on
November 26th
, 2015 Link
A
Thepost about News “Ms. Le
Hoang Diep Thao has denounced
Mr. Dang Le Nguyen Vu and his
wife was "false information,
causing aserious impact on the
reputation" of her posted on
December 10th
, 2015 Link
C
A
B Post about welcoming to new
store at Emart in Go Vap district
on December 26th
, 2015 Link
TOP THREE PREMIUM COFFEE CHAINS
Base
= 122,417messages
BUZZ TREND OF TOP THREE PREMIUM COFFEE CHAINS
Sources:
Forums,
News,
Facebook,
Instagram
and
Youtube
.
Time
period:
October
to
December
2015
50,576
49,156
22,685
Highlands
Coffee
Starbucks
Vietnam
Trung
Nguyên
BUZZ
TREND OF
TOP
PREMIUM
COFFEE
CHAINS

7. 7
• Highlands Coffee has many Minigames and activities featuring their new drinks which
attract
much
engagement
from
fans.
• Promotion event on “Boxing Day”, in which selected seasonal merchandises are on sale at 40% off, is the most attractive
activity of Starbucks Vietnam.
• Meanwhile,
minigames created
on
Trung Nguyen’s
Facebook
fanpage gain much less engagement than Highlands Coffee and
Starbucks Vietnam. However, Saturday Coffee (mini concert with mesmerizing melodies) of Trung Nguyen Coffee is said to be
an interesting event.
ACTIVITIES
OF
PREMIUM
COFFEE
CHAINS
ACTIVITIES
OF
TOP
PREMIUM
COFFEE
CHAINS
Sources:
Forums,
News,
Facebook,
Instagram
and
Youtube
.
Time
period:
October
to
December
2015
12071
10578
167
129
42
12088
5105
62
22
3
1100
612
58
Minigame
on
Facebook
&
Fanpages
"4
loại
trà
Highlands
Coffee"-­‐ 4
Type
tea
of
highland
…
"Đêm
giáng
sinh"-­‐ Chrismast
Night
"Hương
vị
mùa
lễ
hội"-­‐ Flavor
of
festival
season
Happy
Teacher's
Day
Boxing
Day
-­‐ Promotion
Event
Xmasmoment
"Món
Quà
Của
Tuần"-­‐ Gift
of
the
Week
Art
Day
"Ngày
Cộng
Đồng"
-­‐ Community
Day
Minigame
on
Facebook
&
Fanpages
Cà
phê
thứ
Bảy-­‐Saturday
Coffee
Mother
Land
Coffee
-­‐ Introducing
product
Highlands
CoffeeStarbucks
Vietnam
Trung
Nguyên
Coffee

8. 8
66
%
10
%
24
%
28%
14%
14%
3%
1%
7%
2%
1%
1%
Delicious
drinks
Luxurious
and
well-­‐
designed
space
Luxury
brand
image
Delicious
food
Food
and
drink
safety
Not
delicious
drinks
High
price
Not
well-­‐designed
Not
good
for
health
BRANDS’
TOPICS
OF
DISCUSSION
Highlands
Coffee
Ø Highlands receives a lot of positive feedbacks on
Delicious drinks, Well-­‐designed space, Luxury brand
image
Ø Starbucks
Vietnam
receives many
positive
feedbacks
about
Delicious
drinks,
Well-­‐designed
space and
Luxury
brand
image.
Ø High
price seems
to
be
the
biggest minus point
of
Starbucks
reported
on
social
media.
Ø Trung Nguyen
is
said
to
be
chosen
for
the
good
point
of
safe
food
and
drinks.
Ø Fake
product issue
makes
a
bad
impact
to
Trung
Nguyen
reputation
Sources:
Forums,
News,
Facebook,
Instagram and
Youtube .
Time
period:
October
to
December
2015
Starbucks
Vietnam Trung Nguyen
54
%29
%
17
%
50
%
26
%
24
%
17%
15%
10%
3%
2%
1%
16%
10%
3%
1%
1%
Delicious
drinks
Luxury
brand
image
Luxurious
and
well-­‐designed
…
Food
and
drink
safety
Convenient
location
Good
staff
attitude
High
price
Not
delicious
drinks
Limited
wifi
service
Not
well-­‐designed
Not
good
for
health
18%
13%
7%
2%
2%
2%
15%
9%
1%
Fake
product
issue
Good
drinks
Warm
space
Luxury
brand
image
Convenient
location
Many
attractive
promotional
activities
Poor
quality
of
coffee
Not
delicious
drinks
Not
well-­‐designed
space

9. 9
MEDIUM-­‐PRICED
COFFEE
CHAINS
REVIEW

10. 10
9,619
5,704
3,341
3,248
2,109
484
380
219
201
38%
23%
13%
13%
8%
2%
Passio
Coffee
Urban
Station
Effoc
The
Terminal
Coffee
Caztus
Blended
STARTUP
COFFEE
The
Coffee
Factory
TAKE
Coffee
Thức
Coffee
With 74% of the total discussions, Passio Coffee, Urban Station, Effoc are top three most
discussed Medium-­‐Priced Coffee Chains on Social Media during 3 months from October to
December 2015.
BUZZ
VOLUME
of
MID-­‐PRICED
COFFEE
CHAINS
SHARE
OF
VOICE
COMPARATIVE
BUZZ
VOLUME
AND
SOV
OF
MEDIUM-­‐PRICED
COFFEE
CHAINS
WITHIN
THIS
CATEGORY
Base
=
25,104
messages
Sources:
Forums,
News,
Facebook,
Instagram and
Youtube .
Time
period:
October
to
December
2015

11. 11
97%
2% 0% 0%
Facebook
News
Forum
Reviews
SOCIAL
MEDIA
TYPES
OF
MEDIUM-­‐PRICED
COFFEE
CHAINS
N=9,619
Passio Coffee
N=3,248
The
Terminal
Coffee
N=2,109
Caztus
Blended
N=484
Starup Coffee
N=380
The
Coffee
Factory
TOP
BRANDS
PLATFORM
N=219
TAKE
Coffee
Sources:
Forums,
News,
Facebook,
Instagram and
Youtube .
Time
period:
October
to
December
2015
Most of Medium-­‐Priced Coffee Chains focus on managing their Facebook fanpages to engage fans.
They seem not to run many activities on other channels.
N=5,704
Urban
Station
N=3,341
Effoc
99%
1% 0% 0%
97%
2% 0% 0%
99%
0%
0% 0% 0%
97%
2%
0% 0% 0%0%
100%
0%
96%
4%
1%
96%
1%
1% 1%

12. 12
0
100
200
300
400
500
Passio Coffee UrbanStation Effoc
52%
30%
18%
Passio
Coffee
Urban
Station
Effoc
Passio
Coffee
has
many
various
activities
on
fanpage
during
the
tracking
period.
Urban
Station
gains
high
buzz
thanks
to
interesting
Video
about tips
to
make
drinks
on
November
18th
,
2015.
With
attractive
promotion
event
“Buy
one
get
one
free”,
Effoc
has
its
buzz
trend
reach
peak
on
December
10th,2015.
CB
Post about Recruitment associates on
Octorber 22th
, 2015 Link
A
Promotion "Mua1 tặng 1 Sparkling
Đào"posted on December 10th
, 2015
Link
C
A
B Post about Video how to make a
Watermelon Coffee posted on
November 18th
, 2015 Link
TOP THREE MEDIUM-PRICED COFFEE
CHAINS
Base
= 18,664
messages
BUZZ TREND OF TOP THREE MEDIUM-PRICED COFFEE CHAINS
Sources:
Forums,
News,
Facebook,
Instagram
and
Youtube
.
Time
period:
October
to
December
2015
9,619
5,704
3,341
Passio
Coffee
Urban
Station
Effoc
BUZZ
TREND OF
TOP
MEDIUM-­‐PRICED COFFEE
CHAINS

13. 13
Effoc and Passio Coffee have many promotions and activities to introduce their new drinks and
engage fan.
Urban Station has fewer activities which are
mainly
seasonal
activities
and
gain much less engagement in
comparison to the
competitors.
ACTIVITIES
OF
PIZZA
CHAINS
ACTIVITIES
OF
TOP
MEDIUM-­‐PRICED
COFFEE
CHAINS
Sources:
Forums,
News,
Facebook,
Instagram
and
Youtube
.
Time
period:
October
to
December
2015
1542
1528
1077
275
75
562
24
21
10
3048
867
323
53
"Nhân
đôi
Choco
-­‐ Nhân
đôi
niềm
vui"
Mini
game
PASSIO
ACOUSTIC
NIGHT
"Quà
tặng
Galaxy"
"CÀ
PHÊ
CÓ
TRÁCH
NHIỆM"
Christmas's
Eve
HAPPY
BIRTHDAY
LET'S
CHILL
with
U.S
37
Halloween
Party
Promotions
Matcha
Green
Apple
&
Pumkin
Spice
Happy
teacher's
day
Christmas
Passio
CoffeeUrban
StationEffoc

14. 14
28%
15%
6%
5%
4%
2%
1%
8%
4%
Delicious
drinks
Many
attractive
promotion
activities
Convenient
location
Reasonable
price
Luxurious
and
well-­‐designed
space
Food
and
drink
safety
Delicious
food
Not
delicious
drinks
Bad
staff
attitude
BRANDS’
TOPICS
OF
DISCUSSION
Passio Coffee
Ø Passio receives a lot of positive feedbacks about
Delicious drinks, attractive promotion activities,
convenient location and reasonable price.
Ø Passio
receives few negative feedbacks on
Not
delicious
drinks
and
Bad
staff
atttitude
Ø Urban
Station
is
considered
to
be
one
of
themost
Delicious-­‐drink
medium-­‐priced
coffee
chain.
Besides,
Urban
Station
is
also
appreciated
to
have
luxurious
and
weel-­‐designed
space.
Ø Effoc is
said
to
be
chosen
by
many
customers
because
of
its
delicious
food
and
drinks. However,
there
are
also many
negative
feedbacks
about
Effoc's
Not
deliciousdrinks.
Sources:
Forums,
News,
Facebook,
Instagram and
Youtube .
Time
period:
October
to
December
2015
Urban
Station Effoc
65
%
15
%
20
%
63
%
17
%
20
%
51
%34
%
15
%
34%
22%
3%
2%
1%
9%
3%
3%
1%
Delicious
drinks
Luxurious
and
well-­‐
designed
space
Reasonable
prices
Delicious
food
Good
staff
attitude
Not
delicious
drinks
Not
well-­‐desighed
High
price
Not
good
for
health
20%
12%
10%
7%
2%
24%
6%
2%
1%
Delicious
drinks
Delicious
food
Luxurious
and
well-­‐
designed
space
Reasonable
prices
Convenient
location
Not
delicious
drinks
High
price
Not
delicious
food
Not
good
for
health

15. 15
Posts
of
KOLs,
seeders
and
PR
media
links.
Replies
to
these
posts
are
counted
as
PAID.
Posts
by
admin
on
branded
official
social
media
channels
like
Facebook,
Youtube,
etc.
Replies
to
these
posts
are
counted
as
OWNED.
Consumer replies to Paid or Owned posts or natural
conversations related to brand OR brand campaign on all social
media platforms.
Sentiment
classifications
Like
the
brand/campaign
Express
favorable
attitude
toward
the
brand
Mentioning
the
brand
without
expressing
a
sentiment
Dislike
the
brand/campaign
Express
negative
attitude
toward
the
brand
RESEARCH
METHODOLOGY
&
TERMSResearch
methodology
&
Terms
Buzz
Volume
• Process: Use
proprietary
software
and
keyword
strings
to
isolate
messages
relevant
to
the
campaign
and
key
competitors
within
the
project
timeframe.
• Results: Buzz
volume
is
presented
as
total
number
of
conversations
containing
keywords
of
a
topic
Discussion Topics
• Process: Use keywords and proprietary software
to create a random sample of messages about
each brand within the project timeframe.
Categorize messages based on topics naturally
occurring withindiscussion.
• Results: Presented as a percentage of sample
size. Topics analysis is not statistically significant;
it is intended to give quantitative directional
insight. Because messages may be scored for
more than one topic or driver, numbers may add
up to more than 100%.
Consumer
Sentiment
• Process:
Use
keywords
and
proprietary
software
to
create
a
random
sample
of
messages
about
each
brand
within
the
project
timeframe.
Categorize
messages
into
one
of
three
sentiment
areas:
Positive,
Negative
or
Neutral.
• Results:
Presented
as
a
percentage
of
sample
size.
Sentiment
analysis
is
statistically
significant
with
a
margin
of
error
of
±9.2%
with
a
confidence
level
of
95%.
Sentiment
Score
• An
Index
calculated
from
sentiment
Aggregates.
Sentiment
Score
=
A
score
of
1
indicates
the
whole
market
loves
the
brand,
a
score
of
-­‐1
indicates
the
whole
market
dislikes
the
brand
and
0
indicates
a
neutral
attitude
Positive– Negative
Positive
+
Negative
Owned
Paid
EarnedNegative
Neutral
Positive

16. 16
Sources
of
discussions
Buzzmetrics data
coverage
will
include
the
following
sources
Facebook,
Google+,
Twitter,
LinkedIn,
Blogs,
Forums,
News,
Retailers,
Classifieds.
Below
is
the
description
for
specific
source
include
blog
pages
written
by
bloggers
using
common
blogging
tools
like
Wordpress or
Blogspot
represent
stand-­‐alone
forums
such
as tinhte.vn,
vozforums,
webtretho…
are
forum
or
customer
review
section
inside
online
retailer
sites
such
as thegioididong.com,
vienthongA,
mainguyen
are
the
sites
that
allow
people
to
add
their
advertising
post,
article,
etc.
for
the
advertisement
of
their
business,
websites
such
as 123mua,
vatgia,
rongbay,
etc.
there
is
also
customer
review
section
under
each
post.
Blogs
Forums
Retailers
Classifieds
are news
articles
and
comments
under
news
articles
News
RESEARCH
METHODOLOGY
&
TERMS
Brand
Placement
• Brand placements are the consumer generated conversations, not generated by brand, that contain the following brand identification
keywords:
1. Brandnames as well as its abbreviation, typos
E.g. With Closeup brand, there are keywords like closeup, close up, close-­‐up, closeupvietnam, closeupvn
2. Names of product line in brands
E.g. With Clear brand, there are keywords like clear men, clearmen
3. Brandhashtags
E.g With Closeup brand, there are the hashtags like #closeupvietnam, #closeup
4. Brandsloganrelated to product functional and emotional benefits
E.g With Clear brand, there are keywords like “thổi bùng cá tính” , #thoibungcatinh
5. Category keywords that the brand belongs to
E.g. If the brand is in oral care category, there are keywords like đánh răng
E.g. If the brand is in hair care category, there are keywords like dầu gội, gội đầu
• So if a post on the brand fanpage is createdby the admin, we count all brand identificationkeywords, not author of post or replies.
Brand
placements