coffee chains in vietnam - brand review - q4/2015

BRAND REVIEW REORTCategory Coffee ChainPeriod from October to December 2015

2

BRANDS WITHIN CATEGORY REVIEW

Knowing brands’ activities on social and how they are perceived1. 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

PREMIUM COFFEE CHAINS REVIEW

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 topthree most discussed Premium Coffee Chains on Social Media during 3 months from October to December2015.

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

SOCIAL MEDIA TYPES OF PREMIUM COFFEE CHAINS

N=50,576Highlands Coffee

N=49,156Starbucks Vietnam

N=2,487NYDC Vietnam

N=2,466Oromia Coffee

N=2,241Hollys Coffee

N=22,685Trung Nguyen Coffee

N=965Angel-‐in-‐us Coffee

N=617Luxe Đại Phát

TOP BRANDS PLATFORM

N=491Gloria Jean's Coffees Vietnam


Most of Premium Coffee Chains focus on managing their Facebook fanpages to engage fans. Besides, many News articlesabout the affect of Starbucks to local coffee chains generate buzz on News channel for Highlands Coffee, Trung NguyenCoffee, The Coffee House,…

96%

2% 1%

84%

10%

89%

8% 3% 0% 0% FacebookNewsForumYouTubeInstagram

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 HouseN=3,425

86%

11%2% 1% 0%

MccaféN=6,380

100%

0% 0%

Phuc Long Coffee & Tea HouseN=3,727

100%

N=3,123The 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

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 Vietnam reaches peak due to posts about new store in Go Vap district on December 26th,2015.

C

B

Post about Mini game “Click nhanhtay – Nhận ngay voucher on November 26th , 2015 Link

A

The post about News “Ms. Le Hoang Diep Thao has denounced Mr. Dang Le Nguyen Vu and his wife was "false information, causing a serious 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


50,576

49,156

22,685

Highlands Coffee

Starbucks Vietnam

Trung Nguyên

BUZZ TREND OF TOP PREMIUM COFFEE CHAINS

7

• Highlands Coffee has manyMinigames 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 bean interesting event.

ACTIVITIES OF PREMIUM COFFEE CHAINS

ACTIVITIES OF TOP PREMIUM COFFEE CHAINS


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 Coffee

Starbucks Vietnam

Trung

Nguyên

Coffee

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 onDelicious drinks, Well-‐designed space, Luxury brandimage

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


Starbucks Vietnam TrungNguyen

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 …


Convenient location

Good staff attitude

High price


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 well-‐designed space

9

MEDIUM-‐PRICED COFFEE CHAINS REVIEW

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 mostdiscussed Medium-‐Priced Coffee Chains on Social Media during 3 months from October toDecember 2015.

BUZZ VOLUME of MID-‐PRICED COFFEE CHAINS

SHARE OF VOICE

COMPARATIVE BUZZ VOLUME AND SOV OF MEDIUM-‐PRICED COFFEE CHAINS WITHIN THIS CATEGORY



11

97%

2% 0% 0%Facebook

News

Forum

Reviews

SOCIAL MEDIA TYPES OF MEDIUM-‐PRICED COFFEE CHAINS

N=9,619Passio Coffee

N=3,248The Terminal Coffee

N=2,109Caztus Blended

N=484Starup Coffee

N=380The Coffee Factory

TOP BRANDS PLATFORM

N=219TAKE Coffee


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=5,704Urban Station

N=3,341Effoc

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

0

100

200

300

400

500

Passio Coffee Urban Station 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.

CBPost about Recruitment associates on Octorber 22th , 2015 Link

A

Promotion "Mua 1 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


BUZZ TREND OF TOP THREE MEDIUM-PRICED COFFEE CHAINS


9,619

5,704

3,341

Passio Coffee

Urban Station

Effoc

BUZZ TREND OF TOP MEDIUM-‐PRICED COFFEE CHAINS

13

Effoc and Passio Coffee havemany 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 incomparison to the competitors.

ACTIVITIES OF PIZZA CHAINS

ACTIVITIES OF TOP MEDIUM-‐PRICED COFFEE CHAINS


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 Coffee

Urban Statio

nEffoc

14

28%

15%

6%

5%

4%

2%

1%

8%

4%

Delicious drinks

Many attractive promotion activities

Convenient location

Reasonable price



Delicious food


Bad staff attitude

BRANDS’ TOPICS OF DISCUSSION

Passio Coffee

Ø Passio receives a lot of positive feedbacks aboutDelicious 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 customersbecause of its delicious food and drinks.However, there are also many negative feedbacks about Effoc's Not delicious drinks.


Urban Station Effoc

65%

15%

20%

63%

17%

20%

51%34

%

15%

34%

22%

3%

2%

1%

9%

3%

3%

1%

Delicious drinks


Reasonable prices

Delicious food

Good staff attitude


Not well-‐desighed

High price

Not good for health

20%

12%

10%

7%

2%

24%

6%

2%

1%

Delicious drinks

Delicious food


Reasonable prices

Convenient location


High price

Not delicious food

Not good for health

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 naturalconversations related to brand OR brand campaign on all socialmedia platforms.

Sentim

ent

classifications

Like the brand/campaignExpress favorable attitude toward the brand

Mentioning the brand without expressing a sentiment

Dislike the brand/campaignExpress negative attitude toward the brand

RESEARCH METHODOLOGY & TERMSRe

search metho

dology & Te

rms

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 abouteach brand within the project timeframe.Categorize messages based on topics naturallyoccurring withindiscussion.

• Results: Presented as a percentage of samplesize. Topics analysis is not statistically significant;it is intended to give quantitative directionalinsight. Because messages may be scored formore than one topic or driver, numbers may addup 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

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 articlesNews

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, closeupvn2. Names of product line in brands

E.g. With Clear brand, there are keywords like clear men, clearmen3. Brandhashtags

E.g With Closeup brand, there are the hashtags like #closeupvietnam, #closeup4. Brand slogan related to product functional and emotional benefits

E.g With Clear brand, there are keywords like “thổi bùng cá tính” , #thoibungcatinh5. Category keywords that the brand belongs to

E.g. If the brand is in oral care category, there are keywords like đánh răngE.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 identification keywords, not author of post or replies.

Bran

d placem

ents