Lion Corporation, a Japanese company, is considering entering the Vietnamese market and has asked Nielsen to analyze the market potential. Nielsen will present their analysis in a 15 slide PowerPoint presentation covering whether Vietnam is suitable, which categories Lion should focus on, which regions and channels, and insights about Vietnamese consumers. The case study provides data on Vietnam's economy, FMCG market trends by category and trade channel, the retail landscape including modern trade store formats and growth drivers, e-commerce trends, and the potential of rural areas.

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Round 1 Case Study
NIELSEN CASE COMPETITION
2019

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CASE STUDY ASSESSMENT PURPOSE
This case study is designed with a purpose to understand your ability in analyzing data, generating
insights and providing recommendations/ solutions to client.
By presenting this case study analysis on power point, it also helps to access your skill in illustrating
slides, connecting the dots to build your own story, communicating ideas and answering questions.

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BUSINESS BACKGROUND
Lion Corporation is a Japanese company with a vision to help making everyday healthy and
comfortable for everyone. Lion has a wide range of products including Dental & Oral Care, Body
Care, Medicated Care, Fabric Care, Living Care, Kitchen & Cooking, Health & Beauty Food Products.
Lion would like to enter into Vietnam and contact with Nielsen to answer following questions with
reason-why:
• Whether Vietnam is a potential market to enter
• Which category they should firstly bring into Vietnam
• Which city/ region/ area and which channel they should focus
• How are Vietnamese consumers and what does it mean to Lion

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CASE STUDY GUIDELINE
This case study is designed to be a “real life” situation. You will be a Nielsen consultant to provide
market insights and recommendations for client business planning & strategy.
You will present your analysis on powerpoint file with maximum 15 slides
The insights & recommendations should be based on desk-research information and information
provided in slides below.

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TERMS EXPLANATION
Market Break Down
MT Modern Trade
TT Traditional Trade
Period
MAT Sum of 12 months to the latest month
MAT YA If data ending is Mar’19, MAT YA is sum (Apr’17 – Mar’18). YA (Year Ago)
MAT TY If data ending is Mar’19, MAT TY is sum (Apr’18 – Mar’19). TY (This Year)
YTD Jan to the latest period
YTD YA If data ending is Mar’19, YTD YA is sum (Jan’18– Mar’18). YA (Year Ago)
YTD TY If data ending is Mar’19, YTD TY is sum (Jan’19– Mar’19). TY (This Year)

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Source: GSO Vietnam. Economist Intelligence Unit. Nielsen Quarter by number report Q1’19
VIETNAM VS. OTHER SEA COUNTRIES
GDP Q1’19
growth vs. YA
6.7
4.5
1.2
5.1
0.7
Vietnam Malaysia Singapore Indonesia Thailand
4.4
2.3
-0.2
1.7 2.5
-1.0
0.0
1.0
2.0
3.0
4.0
5.0
Vietnam Malaysia Singapore Indonesia Thailand
FMCG MAT Q1’19
growth vs. YA
Vietnam Malaysia Indonesia Thailand
Singapore

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Source: Nielsen Retail Audit data
Versus year ago – Cigarette is MT Partial
Data ending: Mar’19. FMCG including 37 categories: Shampoo, Hair Conditioner, Toilet Soap, Toothpaste, Toothbrush, Feminine Protection, Laundry, Dishwashing Liquid, Fabric Softener, Household Cleaner, H.I. Aerosol, H.I.
Coil, Insecticide Control, Msg-Bouillon, Instant Noodles, Biscuits, Pie & Sponge Cake, Soft Drink, Energy Drink, RTD Tea, Fruit Juice, Package Water, Sport Drink, Coffee , Beer, RTD Milk, SCM, Sauces, Chili Sauce, Tonic Fodd
Drink, Cigarette, Milk Powder, Baby Diapers, Facial Tissue, Tissue (Napkin/Toilet/Kitchen), Candy, Snack.
FMCG GROWTH TREND
 Vietnam – FMCG dynamic – Growth vs. YA
1.0%
1.6%
1.1% 2.1% 0.8% 1.0% 0.9% 1.1%
1.2% 1.5% 1.6%
2.1%
2.4%
2.8%
-0.3%
3.1% 5.2%
5.5%
0.0%
-0.3%
1.0%
3.8% 3.3% 3.1%
3.4%
4.4%
0.8%
5.2%
6.0%
6.4%
0.9% 0.8%
2.2%
5.3%
4.9%
5.2%
MAT YA MAT TY YTD YA YTD TY Q2'17 Q3'17 Q4'17 Q1'18 Q2'18 Q3'18 Q4'18 Q1'19
Unit Value Growth Volume Change (Weighted Value) Nominal Value Growth

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Viet Nam (TT VN + MT Urban) Trad. Trade VietNam MT Urban
 FMCG dynamic – Growth MAT TY vs. YA – Total Vietnam break by Traditional Trade & Modern Trade
FMCG GROWTH IN TRADITIONAL TRADE VS. MODERN TRADE
1.6% 1.3% 2.4%
2.8%
1.9% 12.8%
4.4% 3.2%
15.1%
vs YA vs YA vs YA
Unit Value Growth Volume Change (Weighted Value) Nominal Value Growth
Source: Nielsen Retail Audit data
Versus year ago – Cigarette is MT Partial
Data ending: Mar’19. FMCG including 37 categories: Shampoo, Hair Conditioner, Toilet Soap, Toothpaste, Toothbrush, Feminine Protection, Laundry, Dishwashing Liquid, Fabric Softener, Household Cleaner, H.I. Aerosol, H.I.
Coil, Insecticide Control, Msg-Bouillon, Instant Noodles, Biscuits, Pie & Sponge Cake, Soft Drink, Energy Drink, RTD Tea, Fruit Juice, Package Water, Sport Drink, Coffee , Beer, RTD Milk, SCM, Sauces, Chili Sauce, Tonic Fodd
Drink, Cigarette, Milk Powder, Baby Diapers, Facial Tissue, Tissue (Napkin/Toilet/Kitchen), Candy, Snack.

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6.2 6.2
6.4 6.3
2.4 2.4
14.6 14.6
13.1 12.3
16.5 16.5
19.8 20.3
21.1 21.4
MAT YA MAT TY
Beer
Beverage
Food
Milk Base
Cigarette
Baby care
Personal Care
Household Care
 Vietnam - FMCG - Value Contribution  Vietnam - FMCG – Value Growth vs. YA
FMCG BREAK DOWN BY SUPER-GROUPS
Data ending: Mar’19. Cigarette is MT Partial. FMCG including 37 categories: Shampoo, Hair Conditioner, Toilet Soap, Toothpaste, Toothbrush, Feminine Protection, Laundry, Dishwashing Liquid,
Fabric Softener, Household Cleaner, H.I. Aerosol, H.I. Coil, Insecticide Control, Msg-Bouillon, Instant Noodles, Biscuits, Pie & Sponge Cake, Soft Drink, Energy Drink, RTD Tea, Fruit Juice, Package
Water, Sport Drink, Coffee , Beer, RTD Milk, SCM, Sauces, Chili Sauce, Tonic Fodd Drink, Cigarette, Milk Powder, Baby Diapers, Facial Tissue, Tissue (Napkin/Toilet/Kitchen), Candy, Snack.
FMCG
5
5
-2
7
2
5
10
9
-15 -10 -5 0 5 10 15
MATYA MATT
Y
3 4
2
1
7
1
-6
2
3
4
-15 -10 -5 0 5 10 15

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HOUSEHOLD CARE BREAK BY CATEGORIES
2
3
9
3
22
-2
7
2
4
11
5
-3
1
12
MATYA MATTY
2 4
16.3 16.0
16.2 16.2
7.1 7.6
4.7 4.7
1.6 1.5
40.3 39.1
13.8 14.9
MAT YA MAT TY
Toilet/ Kitchen/
Napkin Tissue
Laundry Products
Household Insec. Coil
Household Insec.
Aerosol
Household Cleaners
Fabric Softener
Dishwashing Liquids
Household
Care
 Vietnam – Household Care – Value Contribution  Vietnam – Household Care – Value Growth vs. YA
Source: Nielsen Retail Audit data
Data ending: Mar’19.

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PERSONAL CARE BREAK BY CATEGORIES
7
8
-4
-6
-2
4
3
3
1
6
2
-15
4
4
6
4
MATYA MATTY
2 4
20.3 19.9
2.2 2.2
5.7 5.6
0.1 0.1
33.7 33.8
6.3 6.3
13.8 14.2
17.8 17.9
MAT YA MAT TY
Personal Wash
Toothpaste
Toothbrush
Shampoo
Insecticide Control
Hair Conditioner
Facial Tissue
Feminine Protection
 Vietnam – Personal Care – Value Contribution  Vietnam – Personal Care – Value Growth vs. YA
Personal
Care
Source: Nielsen Retail Audit data
Data ending: Mar’19.

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ROUTE TO MARKET IN VIETNAM & TRADITIONAL TRADE
LANDSCAPE
COMMON ROUTE-TO-MARKET IN VIETNAM
VIETNAM TRADITIONAL TRADE RETAIL LANSCAPE
DYNAMICS
MANUFACTURE
R
WHOLESALERS
DISTRIBUTORS RETAILERS (>90% store
turnover is end-consumer
sales)
DIRECT SUPPLY
SEMI-RETAILERS
(10%-90% store
turnover is end-
consumer sales)
CONSUMERS
1,486,261 |
Traditional
Trade +0.3% vs YA
# of stores -
2017
… …
Café Pharmacy
Cigarette
Kiosk
Market
Stall
Beverage
Outlet
Billiard +
Karaoke
Personal
Cosmetic
Eatery
Trad.
Grocery
Store
Semi –
Retailer
Key channels in Traditional Trade
(<10% store turnover is
end-consumer sales)

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MODERN TRADE LANDSCAPE AND SHOPPERS VISIT
INCREASING # OF MT
STORES
SHOPPERS ARE LOOKING FOR “LITTLE” & “OFTEN” SHOPPING TRIPS TO
SMALLER MT FORMATS
 MT Universe evolution
5,397 | +34% vs YA
# of stores – Mar’19
367 461
2,042
2,980
898
985
235
354
489
617
4,031
5,397
Mar'18 Mar'19
Mom & Baby
Drugstore
CVS
Minimart
Supermarke
t
Total MT
FMCG
GROWTH
+5% vs
 MT vs TT dynamics
By store type
T
T
M
T +14%
PENETRATION
FREQUENCY
Trad.
Grocery
Store
Wet Market Supermarket Minimart CVS
81% | +0 86% | +5 97% | +19 51% | +34 46% | +4
7.0 | -2.5
18.7 | -
0.2
2.3 | -0.1 3.7 | +1.5 4.2 | -0.3
% shoppers
# of times per
month
Channel
spend
most in
#
1
Source: Retailer’s official website
Source: Nielsen Retail Audit data ending
Mar’19. Nielsen shopper trend 2018 - 2019
M
T

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STORE TYPES IN MODERN TRADE AND GROWTH DRIVING
FACTORS
MINIMART
THE NEW BIG DRIVER OF GROWTH LEAD BY LOCAL
PLAYERS
MOM & BABY
UNTAPPING THE WHITE SPACE OF BABY UNIVERSE
Key growth driving factors
• Location
• Focus on Fresh products
• Price & promotion
• Emergency & everyday
needs
Key growth driving factors
• Diversified baby portfolio
• Service: consultancy &
quality
• Quality & security
• Good price on the basics
• Informative & digital access
Source: Nielsen shopper trend 2017 - 2018
CONVENIENCE STORE
EVOLVING FROM “ON THE GO” TO ALTERNATIVE
“FOR EVERYDAY NEEDS”
MODERN DRUGSTORE
ATTRACTIVE CHANNEL FOR YOUNG FEMALES
Key growth driving factors
• Location
• Service: quick & easy
• Snack & Ready-to-eat food
• Emergency & everyday needs
Key growth driving factors
• Service: consultancy & quality
• Pleasant environment
• Variety & international brands
• Innovative & premium products
SUPERMARKET
BIG MODERN TRADE FORMAT WITH
EVERYTHING YOU NEED
Key growth driving factors
• Convenient place
• Good promotion
• Low prices
• Wide product range

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HIGH INTERNET PENETRATION FUEL THE
GROWTH OF ONLINE PURCHASE
E-COMMERCE SIZE IS STILL HUMBLE BUT
WITH BRIGHT PROSPECTS
HOW MANUFACTURERS CAN EMBRACE E-
COMMERCE?
Source: Internet Penetration: Demand Daily Time Spent: We Are
Social & Hootsuite, Digital in 2018 Source: Nielsen Global Commerce Study 2018 Source: Nielsen global key drivers for Grocery E-commerce 2018
VIETNAM APAC
INTERNET
PENETRATION
DAILY INTERNET USE
58%
95%
51%
86%
 Vietnam vs APAC Digital landscape
77%
Vietnamese connected
consumer have made online
purchase
Contribution <1%
Growth +30%
Retail E-commerce sales
 Top categories by E-commerce penetration
61%
45%
40%
38%
36%
34%
31%
29%
24%
23%
Fashion
Beauty & Personal care
Books & Music
IT & Mobile
Consumer Electronics
Household care
Packaged grocery food
Travel
Children & baby…
Event Tickets
Ensure authentic products are
sold on online portals.
Crackdown on counterfeit
products.
Actively engage with consumers
via online platform, esp. during
information searching &
purchase decision making
Invest in innovative and
personalized online marketing
experience for consumers
E-COMMERCE PICTURE

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RURAL – THE PROMISING LAND
~62M
Vietnamese consumers are
living in rural
More than
850,000
retail stores are located in rural
Rural contributes up to
44%
of nationwide FMCG sales
Source: GSO Vietnam - 2018 Source: Nielsen 2017 Census Source: Nielsen Retail Audit MAT
Mar’19

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URBANIZATION BRINGS RURAL CONSUMERS
CLOSER TO URBAN
Source: GSO Vietnam
RURAL CONSUMERS ARE LIVING IN A
DIVERSIFIED MEDIA WORLD
Source: Nielsen Smartphone Insights study 2016
MORE & MORE COMMON VALUES ARE
SHARED BETWEEN URBAN & RURAL
Source: Nielsen Rural Mythbusters 2017
34% 40% 50%
66% 60% 50%
2015 Est.
2025
Est.
2040
Urban
 % Urban/Rural population
#
1
Urbanization rate
in SEA 2015 -
2025
• Migration: Est. 5 Mil people in 2019 (vs.
3.4 Mil in 2009)
• Transportation: ~100% rural communes
are connected by standard & asphalt road
90%
90% rural people own TV
at home & 57% connect to
more than 10 TV channels
90% rural people own
mobile phone & 50% of
them own smartphone
90%
PAST NOW & FUTURE
Self-restraint
Self-sacrifice
Caring & loving
Genuine & simple
Enclosed mindset
Stability-orientated
Secure
Communal harmony
Practical
Authentic
Growth mindset
Enjoyment
RURAL CONSUMERS

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MEKONG RIVER DELTA
SOUTHEAST
CENTRAL HIGHLANDS
SOUTH CENTRAL
COAST
NORTH CENTRAL
COAST
RED RIVER
DELTA
NORTH-EAST NORTH-
WEST
HO CHI MINH
HAIPHONG
HANOI
DANANG
NHA TRANG
CAN THO
40 MILLION
POPULATION
6 Key cities:
36% FMCG Value contribution
22%
contribution to
FMCG value
43%
contribution to
FMCG value
21 MILLION
POPULATION
33 MILLION
POPULATION
NORTH – CENTRAL – SOUTH DIFFERENCE
24%
contribution to
FMCG value

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HEALTH & WELLNESS TREND OF VIETNAMESE CONSUMERS
HEALTH IS VIETNAMESE TOP CONCERN
Source: Nielsen Consumer Confidence Report. *APAC figures.
Nielsen Global Health Survey 2014. Nielsen The dirt on cleaning
report 2016
VIETNAMESE ARE VERY CAUTIOUS OF
HEALTHY CLAIMS
EXAMPLE OF SUCCESSFUL LAUNCH
SUNLIGHT NATURE
Source: Nielsen Global Ingredient and Dining-out Trends Report
2016. Nielsen Global Survey We are what we eat 2015
 % Consumers stating Health as top 2
biggest concerns – Q4’18
I trust health claims on food
packages
Health claims are just a way for
manufacturers to charge more
Vietnam Global
43% 22%
 Most important health attributes when
purchasing one product
FOOD & BEVERAGE HOME & PERSONAL CARE*
54% Added Vitamin/
Minerals/ Nutrients
52% Low/ No
cholesterol
51% Made from
vegetables/ fruits
49% All natural
46% All natural/
organic ingredients
40% No harsh
chemicals
3.2%
Share achieved after
6 months launch
Dishwashing
Liquid
Unilever
Sunlight Nature
Launch: May
2016
100% natural
ingredients extracted
with white tea,
mineral salt and aloe
vera

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• Source: Nielsen Global Premiumization Study (2018). How willing are you to pay a premium (more than average price) for products that provide the following attributes or benefits? % of consumers highly willing.
49% 46% 41% 38% 37% 30% 21%
HIGH QUALITY /
ASSURANCES
& STANDARDS
SUPERIOR
FUNCTION OR
PERFORMANCE
ORGANIC /
NATURAL
INGREDIENTS
SUSTAINABLE
MATERIALS
DOES
SOMETHING NO
OTHER PRODUCT
DOES
SOCIAL
RESPONSIBILITY
CLAIMS
ORIGINATES
FROM A SPECIFIC
COUNTRY
56% 52% 50% 45% 42% 37% 27%
Indonesia (65%)
Vietnam (65%)
Thailand (63%)
Indonesia (63%)
India (59%)
Vietnam (58%)
India (58%)
China (56%)
Indonesia (54%)
Vietnam (55%)
Indonesia (55%)
India (51%)
Vietnam (49%)
Indonesia (49%)
China (47%)
Indonesia (50%)
India (47%)
Vietnam (46%)
Vietnam (50%)
India (37%)
GLOBAL
ASIA PACIFIC
PREMIUMIZATION TREND OF VIETNAMESE CONSUMERS

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