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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

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AGENDA

• INTRODUCTION

• RESEARCH METHODOLOGY

• CASE STUDIES

• SUCCESS FACTORS

• LIMITATIONS AND FURTHER RESEARCH

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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.

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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.

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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.

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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:


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.com 6 29.02.2016

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

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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

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SUCCESS FACTORS – Claims distinctiveness


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

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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.


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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.


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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


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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


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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

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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

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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


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Q&A


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