coffee chains in vietnam - brand review - q4/2015
TRANSCRIPT
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?
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
Sources: Forums, News, Facebook, Instagram and Youtube . Time period: October to December 2015
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
Sources: Forums, News, Facebook, Instagram and Youtube . Time period: October to December 2015
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
Sources: Forums, News, Facebook, Instagram and Youtube . Time period: October to December 2015
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
Sources: Forums, News, Facebook, Instagram and Youtube . Time period: October to December 2015
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 …
Food and drink safety
Convenient location
Good staff attitude
High price
Not delicious drinks
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 delicious drinks
Not well-‐designed space
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
Base = 25,104 messages
Sources: Forums, News, Facebook, Instagram and Youtube . Time period: October to December 2015
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
Sources: Forums, News, Facebook, Instagram and Youtube . Time period: October to December 2015
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
Base = 18,664 messages
BUZZ TREND OF TOP THREE MEDIUM-PRICED COFFEE CHAINS
Sources: Forums, News, Facebook, Instagram and Youtube . Time period: October to December 2015
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
Sources: Forums, News, Facebook, Instagram and Youtube . Time period: October to December 2015
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
Luxurious and well-‐designed space
Food and drink safety
Delicious food
Not delicious drinks
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.
Sources: Forums, News, Facebook, Instagram and Youtube . Time period: October to December 2015
Urban Station Effoc
65%
15%
20%
63%
17%
20%
51%34
%
15%
34%
22%
3%
2%
1%
9%
3%
3%
1%
Delicious drinks
Luxurious and well-‐designed space
Reasonable prices
Delicious food
Good staff attitude
Not delicious drinks
Not well-‐desighed
High price
Not good for health
20%
12%
10%
7%
2%
24%
6%
2%
1%
Delicious drinks
Delicious food
Luxurious and well-‐designed space
Reasonable prices
Convenient location
Not delicious drinks
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