cancham tns cambodia laos and myanmar presentation mar2013
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CaLM - Cambodia | Laos | Myanmar
77 million untapped consumers
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2
83 Countries
300 Offices
Over 25,000 employees
Since 2012 we have offices in Cambodia & Myanmar
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Strategic exploratory research
Usage & attitude / tracking
Product/taste/fragrance tests
Advertising dev’t & evaluation
Positioning & segmentation
Customer satisfaction studies
Trade channel research
Mystery shopping
Pricing research
Shopper research
Demand & market size estimation
Coverage & services
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Agenda
1 Economics
2 Population
3 Wealth
4 Consumerism
5 Attitudes
6 Summary
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TNS Growth Map
5
There are only 4 ways to grow you business and new markets is one
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Economics
6
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Population & GDP
7
90
56
15 6
Vietnam Myanmar Cambodia Laos
123
56
14 8
Vietnam Myanmar Cambodia Laos
Population Millions GDP billions
SOURCE :http://www.census.gov
CaLM = 77 Million consumers with a 78 Billion GDP
Huge room for growth
Some sources
at US $17 Billion
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Foreign Direct Investment
8
23,107
322 511 774
18,595
756 622 761
14,696
912 777 1,088
12,000
971 1,285
Vietnam Myanmar Cambodia Laos
2009 2010
2011 2012
FDI USD millions 2012 could be up to US $ 20 Billion
Source: data.worldbank.org
Vietnam dwarf’s CaLM in FDI, but this is changing especially for Myanmar
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Export, import, trade deficit - 2012
Sources: National data sources, IMF, and World Bank
115,000
9,135 6,640 2,840
121,000
9,035 8,606 3,324
-6,000
100
-1,966 -484
Vietnam Myanmar Cambodia Laos
Exports of goods (millions US$) Imports of goods (millions US$) Trade balance (millions US$)
Imports vs. exports 2012 (estimates only):
Typically developing nations have huge trade deficits, but due to the
economic slow-down and fiscal responsibility the CaLM region is
experiencing a trade balance which will not last long
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10
43%
20.5%
36.5%
MYANMAR
37.3%
20.2%
42.5%
LAOS
33.4%
21.4%
45.2% Agriculture
Industry
Services
CAMBODIA
GDP By Sector
Industry still lag behind
agriculture & services
Source: IMF data
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Major Exports
11
Myanamr
oil & gas
gemstones
timber
illegal drugs
rice
rubber
Cambodia
clothing
timber
rubber
rice
fish
tobacco
footwear
Oil
Laos
wood products
garments
electricity
coffee
tin
copper
gold
Electric power
Myanmar & Laos are incredibly natural resource rich
Source: Worldbank
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Inflation
12
23 23
25
8 7
8
-1
0
9 8
4
6
19
4 5
8 8
6
4 5
Vietnam Myanmar Cambodia Laos
2008 2009
2010 2011
2012
SOURCE : imf.org
Inflation %
With the exception of 2008 and Vietnam the CaLM region has had
containable inflation, but will increase in Myanmar rapidly
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Population
13
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Population
14
90
69
56
15 6
Vietnam Thailand Myanmar Cambodia Laos
With a population of 75 Million and an incredible 40% plus under 20 years of age, a population boom will help drive
consumerism in CaLM
http://www.census.gov
Millions 77 Million &
growing rapidly
Cambodia Life 2012 report
© TNS July 2012 15
Greater Mekong Sub Region - Populated key cities
Vietnam 91,519,289
Ho Chi Minh 7,300,000
Hanoi 6,450,000
Myanmar 54,584,650
Yangon 4,573,000
Mandalay 1,237,000
Naypyidaw 924,600
Cambodia 14,952,665
Phnom Penh 1,519,000
Laos 6,586,266
Vientiane 799,000
7 Key Cities 22,862,000
The seven major cities of the region have a larger population
than Australia = 22,683,600
http://www.census.gov
Cambodia Life 2012 report
© TNS July 2012
17
17
20
16
13
9
5
4
22
20
22
13
11
7
4
2
18
19
19
16
13
9
5
3 70+ yrs
60-69 yrs
50-59 yrs
40-49 yrs
30-39 yrs
20-29 yrs
10-19 yrs
0-9 yrs
Population tree
34% 37% 42%
The region is incredibly young boding well for the future
54% 56% 64%
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
70% 72% 77%
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88
4 4 4
Myanmar
Buddhist Other Christian
Muslim Others
Religions
17
50 40
7 3
Vietnam
Non-demoninational
Buddhist
Roman Catholic
Others
Source: VietCycle 2011; All-in-one; CIA - The World Factbook
96
2 4
Cambodia
Buddhist (official)
Muslim
Others
Buddhism is by far the regions main Philosophy,
but the impact of Buddhism varies greatly in terms of daily life,
Laos = Buddhist 67%, Christian 1.5%, other and unspecified 31.5%
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68
5
5
22
Myanmar
Burmese
Indian
Kayin
Others (i.e. Shan, Rakhine, etc.)
Ethnicity
18
86
14
Vietnam
Kinh (Viet)
Others (i.e. Tay, Thai,Muong, Khmer. Etc.)
90
5 5
Cambodia
Khmer Vietnamese Others
Source: All-in-one; CIA - The World Factbook
This region is incredibly different in terms of ethnicity and very diverse,
especially Laos = Lao 55%, Khmou 11%, Hmong 8%, other (over 100 minor
ethnic groups) 26%
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Wealth
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2012 - GDP
20
318
123
56 14 8
Thailand Vietnam Myanmar Cambodia Laos
Billions USD
Though Vietnam is but a third Thailand’s GDP and CaLM but a 3rd of
Vietnam, this will change as global economic recession continues in Europe
and the US
Source: All-in-one; CIA - The World Factbook
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CaLM GDP & Purchase power
21
1,700
4,600
1,000 930 1,400
Vietnam Thailand Myanmar Cambodia Laos
3,300
9,700
1,300
2,371 2,000
Vietnam Thailand Myanmar Cambodia Laos
Thousand Thousand
SOURCE :http:/imf.org; http://www.tradingeconomics.com;
GDP / Capita Purchase power parity
CaLM has a long way to go in terms of developing Purchasing Power,
which highlights the great opportunities available
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38%
5% 12%
6% 5%
5%
5%
8%
3%
13%
Household expenditure
22
40%
11% 9%
8%
6%
6%
5% 4%
11%
32%
15% 10%
9%
8%
5%
5% 4% 4%
8%
Breakdown of monthly urban household expenditure (%):
Groceries are the main spend items followed by Education in CaLM
Groceries
Education Transportation Groceries
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
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Expenditure vs. Savings
23
78 83 93
22 17 7
Cambodia Vietnam Myanmar
Expenditure Saving
Cambodians and Vietnamese have a higher penchant for savings
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
Cambodia Life 2012 report
© TNS July 2012
Monthly Urban Household Income Comparisons
24
2 12 8
11
30 26
22
11 26 32
25 16
23 11 15
10 11 9
Vietnam Myanmar Cambodia
SEC F (Under USD 125) SEC E (USD 125-225)
SEC D (USD 225-325) SEC C (USD 325-500)
SEC B (USD 500-750) SEC A (USD 750+)
USD 750+
USD 500-750
USD 325-500
Under USD
325
Vietnam is considerably more wealthy than Myanmar and Cambodia
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
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Consumerism
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12
60
73
17
81
11
18
19
2
12
%
27
15
84
4
39
11
13
5
18
7
%
Household durables ownership - Urban
26
92
87
61
60
47
41
32
26
17
13
Gas stove
Refrigerator
CRT TV
Washing machine
DVD Player
PC/Deskstop
LCD / Plasma TV
Air conditionier
Karaoke system
Digital camera
Vietnam Cambodia Myanmar
Outside off TV, DVD players CaLM is substantially behind Vietnam
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
0
91
96
41
77
34
0
0
0
36
%
Laos
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Household technology items ownership - Urban
27
95 98
37
98
17 15 10
34
Vietnam Cambodia Myanmar Laos
Mobile phone Laptop
Myanmar lags far behind on technology
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
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Consumer’s top 3 items would like to own - Urban
28
Air-conditioner
33% Laptop
33%
Washing machine
32%
Refrigerator
58%
Washing machine
44% Air-conditioner
33%
Washing machine
21%
Refrigerator
15% Laptop
15%
Similarities in terms of desired durable ownership are striking
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
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Top 3 favourite brands - Urban
29
Vietnam Myanmar Cambodia
Not surprisingly technology and transportation brands rule
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
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Attitudes
30
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Attitudes towards life – Position & Status
31
73%
49%
42%
Cambodia Myanmar Vietnam
Position and status in society is the most important aspect of my life? (top 2 box score)
Cambodians are in an all out push to catch up to the rest of the world,
while Burmese are still seeped in tradition
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
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Attitudes towards women
32
69
60
49
34
63
Urban Cambodia 2012 Urban Vietnam 2001 Urban Vietnam 2011
Top-2-box % agreement:
“Women must focus only on their traditional family roles”
“It is completely acceptable for women to earn more than men”
2001
2012
2011
2012 2011
Over the years attitudes towards women in society have liberalized
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
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Women and traditional roles
49
69
34
Myanmar 2012 Cambodia 2012 Vietnam 2011
“Women must focus on their traditional family roles”
Top-2-box % agreement:
33
Over time Cambodian and Burmese attitudes should become more equal
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
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Importance of family
34
92
16
95
11
96
19
Cambodia Vietnam Myanmar
“A close family is essential to my happiness”
“I prefer to spend more time with my friends than my family”
Top-2-box % agreement:
Family is still the cornerstone of society
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
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9
22
37
Vietnam Cambodia Myanmar
The most admired person in the country - urban
35
Q: Outside of your friends and family, which
person do you admire the most?
Uncle Ho
Somdach Hun Sen
Daw Aung San Su Kyi
Political leaders are most admired – clearly showing huge
opportunity for Idols to take root
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
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Summary
36
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Summary
37
77 Million untapped consumers
rich in natural resources
very young population = future
limited competition
willingness of host to do business
poor infrastructure for transport
poor human capital
very young population
varying ethnicities and religions
low incomes
Positives Negatives
Myanmar provides the best opportunity for future investment
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TNS Vietnam – March 2013
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39 TNS Cambodia – March 2013 TNS Cambodia – March 2013
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40 TNS Myanmar – March 2013
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Please contact: [email protected] Regional Managing Director TNS Cambodia | Laos | Myanmar | Vietnam
TNS now has full reports on Retail / Trade and Consumerism for Myanmar and Cambodia