summary of our case study about the infant formula industry in singapore, indonesia and malaysia

Infant FormulaSummary of our case study about the infant formula industry in Singapore, Indonesia and Malaysia.

Tesla Insights May 2015

METHODOLOGY

For this case study, we have listened to the most influential conversations about the main infant formula brands in Singapore, Indonesia and Malaysia for 2 months (March 19th to May 19th), on all platforms : Websites, Facebook, Twitter, Youtube, Instagram, Blogs, Media, Forums.

We are using the latest social media listening technology, to gather all the conversations which are scanned by our dedicated analysts in each of these countries to verify relevancy and analyse the sentiment.

Limitation: social networks privacy settings. We are not able to listen to private conversations (What’s App, Facebook).

MILK BATTLE



WHICH BRANDS GENERATED BUZZ ?

• In Singapore, Friso dominates the conversation (54% of mentions). We can notice 2 peaks for the brand Friso : both are due to marketing efforts of Friso (#frisomoment contest on 8th of April and the Friso Experience roadshow + Mothers Day special gift around 8 th of May).

• Other brands who managed their way in the online conversation: Enfagrow (16%), Dumex Mamil (16%) and Similac (10.5%).

WHICH BRAND GENERATED BUZZ IN SINGAPORE?


• In Indonesia, SGM dominates the buzz (45%), with a peak on 22/03 thanks to its roadshow. They managed to receive a lot of media coverage, especialy online news portal.

• Friso as well get 17% of the conversation, especially their chat consultation in their facebook fanpage. They captured 41 questions from parents about their children nutritional issue

WHICH BRAND GENERATED BUZZ IN INDONESIA?


• Dumex dominates the conversation with 63% of the buzz, but with a lot of negative comments on 3 promotional posts which gathered about 16.000 likes and 200 comments each. People expressed their views on pricing, availability of supply and lack of freebies. It as a bad timing to post just around the increase of taxes on 1st of April, highly criticized in the country.

• Dutch Lady, Friso and Similac also managed to create conversation during this period.

• The peak on 29th of April is mainly due to a higher activity from the community manager of the brand Dumex, answering the questions of the fans from the previous days.

WHICH BRAND GENERATED BUZZ IN MALAYSIA?



WHAT CHANNELS & INFLUENCERS SHOULD BRANDS LEVERAGE ?

• 82.2% of the conversation happens on social media, mainly on Facebook and mainly on the Facebook pages of the brands. 6 mentions come from Instagram and 32 from Twitter.

• 14.2% of the conversation happens on the good old forums and on micro-blogging websites, mainly when people are looking for advice and recommendations. So, that’s an interesting channel to watch! The most used forums and websites are Yahoo! Answers and Hardwarezone. The brands are also discussed, but less, on Baby Forum.

• The most influencing Facebook page is TheAsianParent, with an article shared 3 times, where they talk about Enfamil positively.

WHERE DO SINGAPOREANS SPEAK ABOUT INFANT FORMULA BRANDS?


• 72.3% of the conversation happens on Twitter / Micro-Blogging. • Many people talk about the topics on Social Network for 13.7%, especially in Facebook. Most of the

mentions are related with online consultation and competition. • 7.2% of the conversation happens on the good old forums, mainly when people are looking for advice

and recommendations. So, that’s an interesting channel to watch! As we expected Kaskus dominated the discussion with 27 mentions followed by Yahoo! Answers Indonesia and Kompas Forum.

• Klikdokter Facebook page is a good influencer on Facebook. They have 2.4 millions fans and very active page.

WHERE DO INDONESIAN SPEAK ABOUT INFANT FORMULA BRANDS?


• 51.4% of the conversation happens on social media, mainly on the Facebook pages of the brands. • 34.7% of the conversation happens on Twitter and blogging websites, mainly talking about deals

and freebies/giveaway. • Conversation on forums made up of 7.5%. The most used forums are Yahoo! Answers Malaysia,

with 21 mentions, followed by Lowyat Forum and CariGold Forums.

• Berita Harian Online, Oh! Media and Imam Muda are good influencers on Facebook.

WHERE DO MALAYSIANS SPEAK ABOUT INFANT FORMULA BRANDS?


(…)


WHAT ARE THE MAIN CONCERNS OF THE YOUNG MOTHERS ?

The increasing price of some products, especially Similac and Friso.

WHAT ARE THE MAIN CONCERNS OF YOUNG MOTHERS IN SINGAPORE?


1

The switch switch from breastfeeding to formula (because of family pressure or slowing down milk supply) or between 2 different brands because the baby doesn’t do well on one brand. Moms are asking for lots of advice about this on forums.

Mothers are beeing bullied because they can’t provide breast milk for their babies, and feel guilty about switching to formula. This is heavily debated online, on forums.

WHAT ARE THE MAIN CONCERNS OF YOUNG MOTHERS IN INDONESIA?


1

Other concerns are the product display or mispricing problems from the distributors. Interestingly, mothers are not complaining too much about the price, neither asking for discounts. A high price is often perceived as a higher quality.

Friso’s live chat about their children’s nutrition showed a concern to get nutritional advice for their kids.

Price increase is a dominant topic in Malaysia, with people asking for giveaways, freebies (measurement scoop, for example) and discounts. Moms are very price sensitive and are comparing the extra they can get with another brand.

WHAT ARE THE MAIN CONCERNS OF YOUNG MOTHERS IN MALAYSIA?


1

Other concerns are the unavailability of stocks and the suitability of the formula for the baby.

Thank you !

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summary of our case study about the infant formula industry in singapore, indonesia and malaysia

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