凱度消費者指數：2019亞洲品牌足跡報告（英文版）(62頁).pdf

1、ASIA CEO FOREWORD RECIPE FOR BRAND GROWTH IN ASIA ASIA MARKET FEATURES ASIA BRAND FOOTPRINT 2019 Building a Sustainable Brand A ranking of the most chosen consumer brands ASIA BRAND FOOTPRINT 2019 Building a Sustainable Brand A ranking of the most chosen consumer brands ASIA BRAND FOOTPRINT 20194 Wh

2、ats inside TABLE OF CONTENTS Asia CEO Foreword PAGE 5 PAGE 6 01 02 Recipe for Brand Growth in Asia Consumer Reach Points (CRPs) explained PAGE 11 Asia Market Features LOCAL MARKETS TOP 10 RANKINGS THE STORIES AND GROWTH LEVERS BEHIND THE BRANDS 03 CHINA MAINLAND INDONESIA KOREA MALAYSIA PHILIPPINES

3、TAIWAN VIETNAM 11 19 24 33 38 44 52 Number of households in a country % of households buying your brand Number of interactions with your brand across categories in a year POPULATIONCONSUMER CHOICE PENETRATION XX 5 ASIA CEO FOREWORD ASIA CEO FOREWORD Whilediverseandfragmentedwithahotpotfordifferent c

4、ultures, growth rates, and demands, these regions are often brought together by a few common themes centered around the consumers needs. The themes relate to health and safety, convenience, happiness, and the complete shopping experience that is often omni-channel. Consumers are becoming more discer

5、ning, informed, and well-traveled. As a result, they are exposed to more options, ideas, products, and perspectives. All thisinfluences,shapes,andchangestheirperception and demands to where making a purchase is not justaboutaproduct,butwhatelsethebrandoffers, including a complete shopping experience

6、 for them as a consumer. These are what we deem as the recipe for growth and success for brands to achieve sustainability and maintain consistent growth. With that, it is my hope that you enjoy the inaugural issueofourAsiaBrandFootprintandthatyoufindthe shared insight interesting and impactful. Asia

7、 is truly within the age of the millennials, centennials, and ageing silver generation, with countries like China Mainland, Korea, Indonesia, and Vietnam proactively capitalizing on the revenue potential posted by the consumers in these segments. In the end, growth and success are notjustaboutmaking

8、asignificant impact on the market, but how to build a sustainable brand that can evolve through generations and ever-changing consumer needs. Marcy Kou CEO, Asia Worldpanel Division01 ASIA BRAND FOOTPRINT 20196 RECIPE FOR BRAND GROWTH IN ASIA RECIPE FOR BRAND GROWTH IN ASIA 02 2.1 EVOLVING NEEDS OF

9、THE CONSUMER 2.1 EVOLVING NEEDS OF THE CONSUMER HEALTH Fresh milk products sold well in Costco. Wei Chuan Lin Feng Yin: Gradually improved; promoted its sales with price difference. Uni-President Chui Sui: Launched larger package; consistently promoted a young, dynamic image through creative packagi

10、ng design. Kirkland: Fresh milk and toilet tissue were the brands leading products. Dairy products demonstrated a higher growth, driven primarily by fresh milk and milk tea products. TAIWAN ASIA BRAND FOOTPRINT 201946 Top 10 rising brands in CRP 2018 Rank BrandCRP (M) Penetration % 2018 Consumer Cho

11、ice 2018 42 Kuang Chuan Tea Time7283.0 8 Kirkland18355.8 22 Vitalon Ochaen11363.6 29 77 Chocolate10482.4 1I Mei839110.8 3 Standard Dairy45697.7 23 Coca-Cola11363.4 36 Yuancui (Real Leaf)8303.2 2 Kuang Chuan59779.0 4 Wei Chuan Lin Feng Yin32428.9 Kuang Chuan Tea Time: The brands new product series fe

12、aturing richmilk successfully kept pace with the “thick” and “strong” milkteaflavortrend. Kirkland: The increasing number of customers has driven brand sales in Costco. VitalonOchaen: Remained embedded in Taiwan tea series, while still releasingnewproductsintothechilledpackingfield Coca-Cola: Demons

13、trated growth driven by creative campaign such as singer bottles, chef reward programs, and special packages. Yuancui: Launched light-tasting Gyokuro green tea, which attracted a large number of new customers and encouraged repurchase. REPRESENTATION OF YOUR COUNTRYS TOP 10 RANKING 47 TAIWANASIA MAR

14、KET FEATURES Ariel EXPANDING ITS PRESENCE. An obvious Japanese brand name implies superb Japanese quality. Ariel provides solutions for laundry in humid weather, a major concern among Taiwan households. After starting in Costco, Ariel invested heavily on internet communications and brand promotion,

15、successfully boosting its CRP by 90%. 1. Take advantage of social media to encourage group buy for better price 2.Facilitateon-line/off-lineengagement 3. Promote heavily on EC peak season (double 11) 4. Advertise innovatively on internet (YouTubers, bloggers, celebrities) 8% +92% 34th (Home Care) Co

16、nvenience Shopping Experience HOUSEHOLDS CRPs RANK KEY RECIPE FOR GROWTH Ariel enters detergent market with strong presence. ASIA BRAND FOOTPRINT 201948 ASIA MARKET FEATURES Fresh Delight NATURALNESS, INNOVATION, DIVERSITY. The brand emphasizes freshness, naturalness, and high quality. Following the

17、 food safety incidents in Taiwan, consumers began to demonstrate concern regarding food safety more than ever before. Fresh Delight continuously recruits buyers across the dairy markets, especially in yogurt and yogurt drinks, due to its products that claim zero- additives. Innovation is one of Fres

18、h Delights driving factors to target consumers. Years ago, the brand launched Calcium-plus Milk, providing an attractive choice for parents concerned about their childrens physical development. Fresh Delight continued launching more functional milk products, such as iron-enriched milk and Lutein-enr

19、iched milk, to target a more diverse range of consumers. Additionally,intheyogurtmarket,FreshDelightisthefirst key dairy brand to launch yogurt products made by 100% fresh milk, which has become increasingly popular in recent years. Riding on its success in the dairy market, Fresh Delight began leve

20、raging its brand image to expand its product line in RTD milk tea, a growing segment among RTD tea. This has brought incremental sales growth to the brand. In 2018, Fresh Delight successfully stimulated its buyers shopping frequency by providing natural, innovative, and diverse dairy products. Its C

21、RP increased by 19% and ranked No. 3 in total FMCG market. 69% +19% 3rd Health Convenience HOUSEHOLDS CRPs RANK KEY RECIPE FOR GROWTH Fresh Delight has stood as a wellknown dairy brand in Taiwan for several decades now. From milk to yogurt, yogurt drinks, and more, Fresh Delight has a strong presenc

22、e in various dairy product lines. 49 TAIWAN Kuang Chuan Tea Time TEA TIME RIDES ON HEALTH TREND AND ENTERS MORE CATEGORIES. Tea Time is a RTD tea sub-brand under Kuang Chuan, a well-established dairy and beverage manufacturer in Taiwan for over 60 years. Kuang Chuan is renowned as its “quality”and“s

23、afeorigin”especiallyinfreshmilkandother dairycategories,astheyarenowputtingmoreeffortsinto expanding within the RTD tea market. They launched a new product line for RTD milk tea to highlight“richmilk”withover60%freshmilkcontent.More fresh milk content supports the overall healthy trend in the Taiwan

24、foodmarketthroughlessartificialadditives.Rich milk is positioned as more relevant to fresh take out tea, a consistent trend in Taiwans consumer preference. Thisisthefirstnewlaunchofahighfreshmilkcontenttea product in CVS, the most penetrated channel in RTD tea category. A later distribution into the

25、 home channel with a largerpackagetofulfilvariousshopperneedsalsohelpsTea Time sustain its momentum. In addition to milk tea, they alsoenterRTDcoffeecategoriesunderthisnewproductline to reach more shoppers and leverage brand equity. 28% +139% 42th (Top Rising 1ST) Health Convenience Shopping Experie

26、nce HOUSEHOLDS CRPs RANK KEY RECIPE FOR GROWTH #1risingbrandwith139%growthinCRP during 2018. ASIA BRAND FOOTPRINT 201950 ASIA MARKET FEATURES 77 Chocolates 77Chocolatesiconic“77Nougat”waspositionedprimarily as a treat for kids. In October 2017, 77 launched its new series“77NougatAdultFlavor”whichcon

27、sistentlyrolled outcreativeflavorsthroughoutallof2018.Italsofrequently collaborated with different CVSs to launch channel- exclusiveflavors,astrategybecomingincreasinglypopular in Taiwans FMCG market. 77s purchase frequency grew by 8%sincelaunching“AdultFlavor.” 77invitedayoungYouTubertopromote“Adul

28、tFlavor.”It also collaborated with a young famous singer to launch the“OldisNew”TVCcampaignincelebrationofits40th Anniversary. The TVC boasted a nostalgic theme and aimed to deliver a message that addressed 77 as a classic brand for countless childhood memories. 77 Chocolates expanded outside a targ

29、et market primarily composedofchildrenbyutilizingthe“MoreTarget”with its NPD and communication strategy. 77 had stagnant KPIs before the new strategies. It has since increased 6 penetration points (42% to 48%) while CRP has increased by 20%. 48% +24% 29th Convenience Happiness Shopping Experience HO

30、USEHOLDS CRPs RANK KEY RECIPE FOR GROWTH 77 Chocolates, a 40-year-old local chocolate brand, climbed 9 places in Brand Footprint Ranking and became one of the top 10 growing brands in 2018. 51 “Theintegrationoffullsaleschannelsconsistingofonline andofflinechannelshasbecomeatrend.DespiteTaiwans great

31、 potential for innovation, the outlook on the countrys economy remains conservative considering the slow global economy, the uncertainties caused by the China-U.S. trade war, as well as Taiwans election. As for the FMCG market, the greatest growth momentum came from the new product launches in the f

32、ood category. Additionally, in regards to sales channels, e-commerce has revealed great potential, now the second largest channel in the supplies category. Hopefully, the e-commerce channel willmaintainitsdominantpositionin2019.” Alexandra Pao General Manager, Kantar, Worldpanel Division, Taiwan TAI

33、WAN ASIA BRAND FOOTPRINT 201952 VIETNAM ASIA MARKET FEATURES 03 53 Top 10 most chosen brands in CRP URBAN 4 KEY CITIES RURAL 2018 Rank BrandCRP (M) Penetration % 2018 Consumer Choice 2018 1Vinamilk4991.919.4 2 Hao Hao1875.68.5 3 Nam Ngu1468.37.6 4 Ngoi Sao Phuong Nam1146.68.5 5Milo1149.78.0 6Ajinomo

34、to1076.45.0 7 Th True1051.67.2 8 Coca-Cola1070.25.0 9Sunlight973.64.6 10 Ong Tho956.25.9 2018 Rank BrandCRP (M) Penetration % 2018 Consumer Choice 2018 1Vinamilk13272.110.8 2 Nam Ngu12775.59.9 3 3 Mien (Uniben)9361.98.9 4 Gau Do (Asiafood)7956.48.3 5Hao Hao7461.07.2 6Ajinomoto6568.25.6 7 Fami6450.67

35、.5 8 P|S6083.04.3 9Kokomi5847.57.1 10 Chin Su5765.85.1 ASIA MARKET FEATURESVIETNAM ASIA BRAND FOOTPRINT 201954 The top 3 most chosen brands in both Urban and Rural ranking maintained their standing from the previous year. In Urban, out of the top 10, three brands belong to the Vinamilk manufacturer,

36、 including Vinamilk, Ngoi Sao Phuong Nam, and Ong Tho, with Vinamilk the top most chosen brand in both urban (four key cities) and rural Vietnam. Despite its already high penetration, Vinamilk could still recruit over 300 thousand more new households in rural Vietnam than in 2018. Due to high purcha

37、sing frequency, majority of the top 10 most chosen brands are in the food and beverage sector. However, there are two non-food brands listed outstandingly in the ranking: Sunlight and P/S in Urban and Rural respectively. Sunlight maintains its leading position in the Home Care sector in terms of con

38、sumer reach points (CRPs), while P/S is the most chosen brand in the Health and Beauty sector. Both brands are owned by Unilever, an FMCG giant and among the top 3 most chosen brand owners thanks to its diverse portfolio. The commonality among the top 10 brands is the high coverage in terms of consu

39、mer base. Nearly all brands have reached over 50% of Vietnamese households through strong brand awareness. URBAN 4 KEY CITIES RURAL Top 3 most chosen brand owners CRP (M) 69 55 38 1 2 3 1 2 3 CRP (M) 327 305 234 ASIA MARKET FEATURES 55 Top 10 growing brands in CRP URBAN 4 KEY CITIES RURAL 2018 Rank

40、BrandCRP (M) Penetration % 2018 Consumer Choice 2018 46 Aquafina424.65.3 33 G7536.94.9 19Cholimex753.15.1 38 Omachi543.33.9 17 Tiger840.96.9 50 Choco-Pie(Orion)342.02.6 12 Chin Su955.15.7 15Omo864.84.4 23 Simply (Cai Lan)747.95.1 34 Cai Lan537.34.8 2018 Rank BrandCRP (M) Penetration % 2018 Consumer

41、Choice 2018 27 One One(Biscuits)2645.33.4 41 Diana1829.23.7 20 Simply (Cai Lan)4047.25.0 10 Chin Su5765.85.1 42 Th True1825.64.1 22 Milo3133.05.6 14 Saigon (Beer)4744.96.2 50 Maggi1526.13.4 47 Tuong An1627.53.5 37 Knorr2133.93.7 VIETNAM ASIA BRAND FOOTPRINT 201956 In the four key urban cities , Choc

42、o-Pie is the greatest recruiter, primarily drivenbyitsrecentlylaunched“ChocopieDark.”Byofferingnewflavorsand capturing new consumption moments through promotional campaigns, the brand climbed 13 rankings and achieved a CRP growth of 12%. With a robust growth of 32% in terms of CRPs, local brand One

43、One became a leader of top growing brands in rural Vietnam. As of now, the brand has entered into 45% of rural households, attracting nearly 1.4 million incremental households in just one year. Honored in both Urban and Rural rankings, Simply demonstrated an impressive performance in 2018. In additi

44、on to the brands focus in urban areas, Simply expanded its presence in rural areas by reaching 1.2 million new rural households. Another outstanding case is Milo, a Nestle brand. Not only is Milo among the top 10 most chosen brands in the four key urban cities, but it has also been developing in rur

45、al Vietnam areas. The brand has developed a strong connection with consumers through substantial communication and marketing activities, especially among Vietnamese moms and younger generations. “We focus on building strong Masterbrand campaigns and adopt agile solutions in new product development i

46、n order to stay close to the market and offer relevant innovations to continuously engage with local consumers, especially the millennial generation. As the large part of the Vietnam market today is still traditional trade, strengthening the sale and distribution network is key to success. Moving fo

47、rward, Nestle targets to build further reach to every Vietnamese family by continuing to develop our portfolio to fit with different needs or usage moments and build stronger presence in rural Vietnam, the homeland of more than 60% of the Vietnamese population. This is the key growth engine for the

48、comingyears.” Ganesan Ampalavanar Managing Director for Nestle Vietnam The majority of the top 10 growing brands are successfully expanding their reach and acquiring an impressive number of additional households. URBAN 4 KEY CITIES RURAL RURAL 12% CRP Growth 19% CRP Growth +1.4M new households RURAL

49、 +1.2M new households ASIA MARKET FEATURES 57 Simply EXECUTIVE INTERVIEWS: THE COOKING OIL BRAND BY CALOFIC. MANUFACTURER: Calofic One of the leading manufacturers in Vietnams cooking oil market, owning several cooking oil brands, such as Simply, Neptune, Meizan, Cai Lan, as well as other products. SIMPLY: OneofCaloficscookingoilbrandswitha long heritage in both Vietnam and across the globe. Vietnams cooking oil market has penetrated more than 90% of Vietnamese households and is considered a necessity in every Vietnamese kitchen. *Data period: 12 months fro