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Marketing to change consumer behaviour in Fast-
Moving-Consumer-Goods industry: Case studies
in Indonesia and Vietnam 2010 – 2014
Phuong Tran Thi Bich
Mart. ID: 668417
Supervisor: Prof. Dr. Stefan Lubritz & Mr. Shinichi Sugimura
Assisting Examiner: Prof. Dr. Benno Feldmann
International Business Administration and Foreign Trade
University of Applied Science Worms
http://www.edrawmax.com/images/web%20diagram/map-southeast-asia.png
129.02.2016
AGENDA
• INTRODUCTION
• RESEARCH METHODOLOGY
• CASE STUDIES
• SUCCESS FACTORS
• LIMITATIONS AND FURTHER RESEARCH
229.02.2016
INTRODUCTION – What‘s happening?
“Wash hand with soap five times per day”.
Lifebuoy, hand soap
“Let your children plays as they want - “Dirt is good””.
OMO in Vietnam/ Rinso in Indonesia, detergent
“Brush teeth twice a day, vertically”.
P/s in Vietnam/ Pepsodent in Indonesia, toothpaste
“Drink more water to maintain concentration”
AQUA in Indonesia, mineral water
“Each person should have separate sauce portion”
Tam Thai Tu in Vietnam, soya sauce
 not to provide product based on consumer demand; rather:
- to change consumer habit and therefore create demand.
329.02.2016
INTRODUCTION – Objective
To create guidelines for marketers who
…would like to enter Indonesian and Vietnamese markets, or
…simply renew their brands
…with Consumer Behavior Change strategy.
429.02.2016
RESEARCH METHODOLOGY
• Method: Case studies
• 6 main sources of information:
1) Online news websites,
2) Web archives of brand websites,
3) Official social network activities,
4) Available online case studies,
5) Brand award results,
6) Consumer survey.
529.02.2016
RESEARCH METHODOLOGY - Consumer survey
• Purposes:
– to find out brand activities not recorded online but well known by consumers.
– to have overall impression of brand image absolutely and relatively compared
to other famous brands in Indonesia, Vietnam.
• Respondents:
http://www.edrawmax.com/images/web%20diagram/map-southeast-asia.png
N= 138 117
Age 18-27 yr.: 60%, 28-37 yr.: 27% 28-37 yr.: 43%, 18-27 yr.: 39%
Location Hanoi: 64%, HCMC: 38% Jakarta: 60%, Jawa Barat: 18%
Mother of child < 18 yr.
old
20% 14%
Job Full-time worker: 67%, Student: 12% Full-time worker: 58%, Student: 17%
Purchase decision maker 62% 91%
freeflagicons.com629.02.2016
CASE STUDIES
Brand Vietnam Indonesia
1. Lifebuoy Yes Yes
2. OMO Yes (OMO) Yes (Rinso)
3. P/S Yes (P/S) Yes (Pepsodent)
4. AQUA Yes
5. Tam Thai Tu Yes
729.02.2016
CASE STUDIES – Relative results
5%
10%
19%
31%
32%
37%
48%
71%
Others
Royco
Closeup
Rinso
Milo
Lifebuoy
Pepsodent
Aqua
Brands with most favoured
campaigns (Indonesia, N= 117)
8%
7%
11%
17%
28%
31%
36%
48%
Others
Nam Ngu
Tam Thai Tu
Lifebuoy
Comfort
P/S
OMO
Vinamilk
Brands with most favoured
campaigns (Vietnam, N= 138)
 All researched brands were no.1 in their category
 Consumer behaviour change strategy was superior to other advertisement strategies
Claim
distinctiveness
TV advertisement
Collaborations +
Government
support
Variety on
marketing
activities
Social network,
press activities
829.02.2016
SUCCESS FACTORS – Claims distinctiveness
http://www.edrawmax.com/images/web%20diagram/map-southeast-asia.png
Classical SKUs  Behavior change
New SKUs Product superiorities
Lifebuoy OMO/Rinso P/S / Pepsodent Tam Thai Tu AQUA
Target consumers Urban mothers aged 28-
37
Mothers aged 28-37 Urban parents aged 28-37
Urban adults aged 20-25
Mothers aged 28-37
(11%)
(old) Mothers aged 28-37
(New) Urban adults aged 20-
25
71%
favourite
<50%
favourite
1.Claim
2.TV advertisement
3.Coll. + Govt. support
4.Marketing activities
5.Social network, press
62% of respondents in Vietnam
91% respondents in Indonesia
were the actual purchasers of
consumer goods
Lifebuoy OMO/Rinso P/S /Pepsodent Tam Thai Tu AQUA
Wash hand with soap Dirt is good Brush teeth habits Multiple sauce portions Drink more water
Claims
(%)
ID
VN
40
50
60
50
ID
VN
70
50
30
50
VN 40 60 ID 80 20
ID
VN
50
33
50
33 33
Relevance of claim Benefits of claim
929.02.2016
SUCCESS FACTORS – TV advertisement
• Most important information source in both countries.
• Average to high frequency TV advertisement, supported by multiple TVC
versions (up to 10/year)
– Utilizing same TVCs in Vietnam, Indonesia & other countries.
• Common appeals:
– Vietnam: Endorsement, e.g.: Lifebuoy, OMO, P/S.
– Indonesia: Humor, e.g.: “Ayah Adi dan Dika” of Pepsodent , #AdaAQUA of
AQUA.
1.Claim
2.TV advertisement
3.Coll. + Govt. support
4.Marketing activities
5.Social network, press
1029.02.2016
SUCCESS FACTORS – Corporate social responsibility
• Pure commitments with local government consumer behaviour
change message + support of Government
• Benefits from CSR:
1) news on governmental and local media channels;
2) governmental representatives in brand events;
3) recognition of brands activities, e.g: “The National Day of…” formula
Pepsodent
• Effective CSRs:
– related to brand message
– can be transformed to consumer-oriented campaign,
• E.g., mobile dental health check of P/S  “little dentist” reality-show on HTV3.
1.Claim
2.TV advertisement
3.Coll. + Govt. support
4.Marketing activities
5.Social network, press
1129.02.2016
SUCCESS FACTORS – Collaborations
• With international NGOs: “The Global Day of…” formula.
E.g., P/S /Pepsodent + FDI  “World’s Oral health Day”,
Lifebuoy + UNICEF “Global Hand-washing Day”
• With local businesses: with chains of supermarket to organize events at
POS./ with media channels
E.g., Vietnam: local version of The Voice Kid game shows in Coorpmart.
Indonesia: AQUA with Kompas newspaper
https://www.facebook.com/LifebuoyVietnam/https://www.facebook.com/LifebuoyIndonesia https://www.facebook.com/baovenucuoivn https://www.facebook.com/tanyapepsodent
1.Claim
2.TV advertisement
3.Coll. + Govt. support
4.Marketing activities
5.Social network, press
1229.02.2016
SUCCESS FACTORS – Variety on marketing activities
• Brand TV program series:
– Main watching hours (lunch time/dinner time)
– popular entertainment channels, e.g.: HTV 3, Trans TV, Global TV
– four months, weekly (5-10 or 30 mins/ ep.)
– Interactive games online/ mobile SMS
• Sponsorship: case Lifebuoy’s (Vietnam) “The Voice Kid 2013”:
– Child version of another famous show “The Voice” (adult version);
– The first season, game shows often most popular for its first 1-2 season only;
– Brand-related activities right after the game show, e.g.: The Lifebuoy concert
• The „Global day of…“ event: result of CSR commitment, average attention.
• Community brand-ambassador: result of CSR commitment, widely used in
Indonesia with support from primary schools
1.Claim
2.TV advertisement
3.Coll. + Govt. support
4.Marketing activities
5.Social network, press
1329.02.2016
SUCCESS FACTORS – Social network, press activities
Social network
• Posts with significant attention rate:
– Combination of success tips, friends, family, hot topics + behaviour change tips &
brand activities
– Ready-to-use, interactive diagnosis tools
• “Help a child reach 5” successful case (Indonesia): emotional story-telling
videos calling share for charity purpose (11 Mio. YouTube view)
https://www.facebook.com/LifebuoyIndonesia
Press activities:
• press conferences/ impulsive paid articles
• AQUA’s special case: annual journalist contest
 Significantly high press coverage
 without having to pay for advertisement.
1.Claim
2.TV advertisement
3.Coll. + Govt. support
4.Marketing activities
5.Social network,press
1429.02.2016
LIMITATIONS AND FURTHER RESEARCH
Limitations:
1. The research did not cover brand strategies and activities
that not promoted on online channels.
2. The result of survey only represent parts of urban citizens in
Indonesia and Vietnam.
3. This report is intended to be true for period 2010-2014 and
short time afterwards only.
Potential further researches:
Point of purchase, out-of-house, and distribution channels
1529.02.2016
REFERENCES
Visuals:
• http://www.edrawmax.com/images/web%20diagram/map-southeast-asia.png
• https://www.facebook.com/LifebuoyIndonesia/
• https://www.facebook.com/LifebuoyVietnam/
• https://www.facebook.com/baovenucuoivn/
• https://www.facebook.com/tanyapepsodent /
• https://www.facebook.com/SehatAQUA?ref=br_rs
• freeflagicons.com
http://www.edrawmax.com/images/web%20diagram/map-southeast-asia.png
1629.02.2016
Q&A
http://www.edrawmax.com/images/web%20diagram/map-southeast-asia.png
1729.02.2016

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Defense_MT_Phuong Thi Bich Tran

  • 1. Marketing to change consumer behaviour in Fast- Moving-Consumer-Goods industry: Case studies in Indonesia and Vietnam 2010 – 2014 Phuong Tran Thi Bich Mart. ID: 668417 Supervisor: Prof. Dr. Stefan Lubritz & Mr. Shinichi Sugimura Assisting Examiner: Prof. Dr. Benno Feldmann International Business Administration and Foreign Trade University of Applied Science Worms http://www.edrawmax.com/images/web%20diagram/map-southeast-asia.png 129.02.2016
  • 2. AGENDA • INTRODUCTION • RESEARCH METHODOLOGY • CASE STUDIES • SUCCESS FACTORS • LIMITATIONS AND FURTHER RESEARCH 229.02.2016
  • 3. INTRODUCTION – What‘s happening? “Wash hand with soap five times per day”. Lifebuoy, hand soap “Let your children plays as they want - “Dirt is good””. OMO in Vietnam/ Rinso in Indonesia, detergent “Brush teeth twice a day, vertically”. P/s in Vietnam/ Pepsodent in Indonesia, toothpaste “Drink more water to maintain concentration” AQUA in Indonesia, mineral water “Each person should have separate sauce portion” Tam Thai Tu in Vietnam, soya sauce  not to provide product based on consumer demand; rather: - to change consumer habit and therefore create demand. 329.02.2016
  • 4. INTRODUCTION – Objective To create guidelines for marketers who …would like to enter Indonesian and Vietnamese markets, or …simply renew their brands …with Consumer Behavior Change strategy. 429.02.2016
  • 5. RESEARCH METHODOLOGY • Method: Case studies • 6 main sources of information: 1) Online news websites, 2) Web archives of brand websites, 3) Official social network activities, 4) Available online case studies, 5) Brand award results, 6) Consumer survey. 529.02.2016
  • 6. RESEARCH METHODOLOGY - Consumer survey • Purposes: – to find out brand activities not recorded online but well known by consumers. – to have overall impression of brand image absolutely and relatively compared to other famous brands in Indonesia, Vietnam. • Respondents: http://www.edrawmax.com/images/web%20diagram/map-southeast-asia.png N= 138 117 Age 18-27 yr.: 60%, 28-37 yr.: 27% 28-37 yr.: 43%, 18-27 yr.: 39% Location Hanoi: 64%, HCMC: 38% Jakarta: 60%, Jawa Barat: 18% Mother of child < 18 yr. old 20% 14% Job Full-time worker: 67%, Student: 12% Full-time worker: 58%, Student: 17% Purchase decision maker 62% 91% freeflagicons.com629.02.2016
  • 7. CASE STUDIES Brand Vietnam Indonesia 1. Lifebuoy Yes Yes 2. OMO Yes (OMO) Yes (Rinso) 3. P/S Yes (P/S) Yes (Pepsodent) 4. AQUA Yes 5. Tam Thai Tu Yes 729.02.2016
  • 8. CASE STUDIES – Relative results 5% 10% 19% 31% 32% 37% 48% 71% Others Royco Closeup Rinso Milo Lifebuoy Pepsodent Aqua Brands with most favoured campaigns (Indonesia, N= 117) 8% 7% 11% 17% 28% 31% 36% 48% Others Nam Ngu Tam Thai Tu Lifebuoy Comfort P/S OMO Vinamilk Brands with most favoured campaigns (Vietnam, N= 138)  All researched brands were no.1 in their category  Consumer behaviour change strategy was superior to other advertisement strategies Claim distinctiveness TV advertisement Collaborations + Government support Variety on marketing activities Social network, press activities 829.02.2016
  • 9. SUCCESS FACTORS – Claims distinctiveness http://www.edrawmax.com/images/web%20diagram/map-southeast-asia.png Classical SKUs  Behavior change New SKUs Product superiorities Lifebuoy OMO/Rinso P/S / Pepsodent Tam Thai Tu AQUA Target consumers Urban mothers aged 28- 37 Mothers aged 28-37 Urban parents aged 28-37 Urban adults aged 20-25 Mothers aged 28-37 (11%) (old) Mothers aged 28-37 (New) Urban adults aged 20- 25 71% favourite <50% favourite 1.Claim 2.TV advertisement 3.Coll. + Govt. support 4.Marketing activities 5.Social network, press 62% of respondents in Vietnam 91% respondents in Indonesia were the actual purchasers of consumer goods Lifebuoy OMO/Rinso P/S /Pepsodent Tam Thai Tu AQUA Wash hand with soap Dirt is good Brush teeth habits Multiple sauce portions Drink more water Claims (%) ID VN 40 50 60 50 ID VN 70 50 30 50 VN 40 60 ID 80 20 ID VN 50 33 50 33 33 Relevance of claim Benefits of claim 929.02.2016
  • 10. SUCCESS FACTORS – TV advertisement • Most important information source in both countries. • Average to high frequency TV advertisement, supported by multiple TVC versions (up to 10/year) – Utilizing same TVCs in Vietnam, Indonesia & other countries. • Common appeals: – Vietnam: Endorsement, e.g.: Lifebuoy, OMO, P/S. – Indonesia: Humor, e.g.: “Ayah Adi dan Dika” of Pepsodent , #AdaAQUA of AQUA. 1.Claim 2.TV advertisement 3.Coll. + Govt. support 4.Marketing activities 5.Social network, press 1029.02.2016
  • 11. SUCCESS FACTORS – Corporate social responsibility • Pure commitments with local government consumer behaviour change message + support of Government • Benefits from CSR: 1) news on governmental and local media channels; 2) governmental representatives in brand events; 3) recognition of brands activities, e.g: “The National Day of…” formula Pepsodent • Effective CSRs: – related to brand message – can be transformed to consumer-oriented campaign, • E.g., mobile dental health check of P/S  “little dentist” reality-show on HTV3. 1.Claim 2.TV advertisement 3.Coll. + Govt. support 4.Marketing activities 5.Social network, press 1129.02.2016
  • 12. SUCCESS FACTORS – Collaborations • With international NGOs: “The Global Day of…” formula. E.g., P/S /Pepsodent + FDI  “World’s Oral health Day”, Lifebuoy + UNICEF “Global Hand-washing Day” • With local businesses: with chains of supermarket to organize events at POS./ with media channels E.g., Vietnam: local version of The Voice Kid game shows in Coorpmart. Indonesia: AQUA with Kompas newspaper https://www.facebook.com/LifebuoyVietnam/https://www.facebook.com/LifebuoyIndonesia https://www.facebook.com/baovenucuoivn https://www.facebook.com/tanyapepsodent 1.Claim 2.TV advertisement 3.Coll. + Govt. support 4.Marketing activities 5.Social network, press 1229.02.2016
  • 13. SUCCESS FACTORS – Variety on marketing activities • Brand TV program series: – Main watching hours (lunch time/dinner time) – popular entertainment channels, e.g.: HTV 3, Trans TV, Global TV – four months, weekly (5-10 or 30 mins/ ep.) – Interactive games online/ mobile SMS • Sponsorship: case Lifebuoy’s (Vietnam) “The Voice Kid 2013”: – Child version of another famous show “The Voice” (adult version); – The first season, game shows often most popular for its first 1-2 season only; – Brand-related activities right after the game show, e.g.: The Lifebuoy concert • The „Global day of…“ event: result of CSR commitment, average attention. • Community brand-ambassador: result of CSR commitment, widely used in Indonesia with support from primary schools 1.Claim 2.TV advertisement 3.Coll. + Govt. support 4.Marketing activities 5.Social network, press 1329.02.2016
  • 14. SUCCESS FACTORS – Social network, press activities Social network • Posts with significant attention rate: – Combination of success tips, friends, family, hot topics + behaviour change tips & brand activities – Ready-to-use, interactive diagnosis tools • “Help a child reach 5” successful case (Indonesia): emotional story-telling videos calling share for charity purpose (11 Mio. YouTube view) https://www.facebook.com/LifebuoyIndonesia Press activities: • press conferences/ impulsive paid articles • AQUA’s special case: annual journalist contest  Significantly high press coverage  without having to pay for advertisement. 1.Claim 2.TV advertisement 3.Coll. + Govt. support 4.Marketing activities 5.Social network,press 1429.02.2016
  • 15. LIMITATIONS AND FURTHER RESEARCH Limitations: 1. The research did not cover brand strategies and activities that not promoted on online channels. 2. The result of survey only represent parts of urban citizens in Indonesia and Vietnam. 3. This report is intended to be true for period 2010-2014 and short time afterwards only. Potential further researches: Point of purchase, out-of-house, and distribution channels 1529.02.2016
  • 16. REFERENCES Visuals: • http://www.edrawmax.com/images/web%20diagram/map-southeast-asia.png • https://www.facebook.com/LifebuoyIndonesia/ • https://www.facebook.com/LifebuoyVietnam/ • https://www.facebook.com/baovenucuoivn/ • https://www.facebook.com/tanyapepsodent / • https://www.facebook.com/SehatAQUA?ref=br_rs • freeflagicons.com http://www.edrawmax.com/images/web%20diagram/map-southeast-asia.png 1629.02.2016