CanCham TNS Cambodia Laos and Myanmar Presentation Mar2013

CaLM -
Cambodia | Laos | Myanmar
77 million untapped consumers
Since 2012 we have offices in Cambodia & Myanmar
83 Countries
300 Offices
Over 25,000 employees
TNS 2012
Coverage & services

Strategic exploratory research
Usage & attitude / tracking
Product/taste/fragrance tests
Advertising devt & evaluation
Positioning & segmentation

Customer satisfaction studies
Trade channel research
Mystery shopping
Pricing research
Shopper research
Demand & market size estimation
TNS 2012
Agenda
Economics
Population
Wealth
Consumerism
Attitudes
Summary
TNS 2012
TNS Growth Map
There are only 4 ways to grow you business and new markets is one
TNS 2012
Economics
TNS 2012
Population & GDP
Population Millions
GDP billions
90
123
Some
sources
at US $17
Billion
56
56
15
Vietnam
Myanmar Cambodia
6
Laos
14
Vietnam
Myanmar Cambodia
8
Laos
CaLM = 77 Million consumers with a 78 Billion GDP

Huge room for growth
SOURCE :http://www.census.gov
TNS 2012
Foreign Direct Investment

2012 could
be up to US
$ 20 Billion
FDI USD millions

23,107
18,595
14,696
2009
2010
2011
2012
12,000
322
Vietnam
756
912
Myanmar
511
622
777
Cambodia
971
774
761
1,088 1,285
Laos
Vietnam dwarfs CaLM in FDI, but this is changing especially for Myanmar
Source: data.worldbank.org
TNS 2012
Export, import, trade deficit - 2012

Vietnam
Myanmar
Cambodia
Laos
121,000
115,000
Imports vs. exports 2012 (estimates only):
9,135 9,035
-6,000
Exports of goods (millions US$)
100
6,640 8,606
2,840 3,324
-1,966
Imports of goods (millions US$)
-484
Trade balance (millions US$)
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
Sources: National data sources, IMF, and World Bank
TNS 2012
GDP By Sector
MYANMAR
36.5%
LAOS
43%
20.5%
42.5%
CAMBODIA
37.3%
20.2%
33.4%
45.2%
Agriculture
Industry still lag behind

agriculture & services
Industry
21.4%
Services
Source: IMF data
TNS 2012
10
Major Exports
Cambodia
Myanamr
Laos
clothing
timber
rubber
rice
fish
tobacco
footwear
Oil
oil & gas

gemstones
timber
illegal drugs
rice
rubber
wood products
garments
electricity
coffee
tin
copper
gold
Electric power
Myanmar & Laos are incredibly natural resource rich

Source: Worldbank
TNS 2012
11
Inflation
Inflation %
25
23
2008
2009
2010
2011
2012
23
19
9
7
8
6
4
Vietnam
Myanmar
-1
Cambodia
8
5
Laos
With the exception of 2008 and Vietnam the CaLM region has had
containable inflation, but will increase in Myanmar rapidly
SOURCE : imf.org
TNS 2012
12
Population
TNS 2012
13
Population
77 Million &
growing rapidly
Millions
90
69
56
Vietnam
Thailand
Myanmar
15
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
TNS 2012
14
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
Cambodia
Phnom Penh
Laos
Vientiane
7 Key Cities
924,600
14,952,665
1,519,000
6,586,266
799,000
22,862,000
The seven major cities of the region have a larger population

than Australia = 22,683,600
Cambodia Life 2012 report
TNS
July 2012
http://www.census.gov
15
Population tree
70+ yrs
60-69 yrs
50-59 yrs
40-49 yrs
13
13
11
30-39 yrs
16
20-29 yrs
20
10-19 yrs
17
0-9 yrs
17
70%
16
72%
13
77%
54%
19
56%
22
64%
20
19
34%
18
37%
22
42%
The region is incredibly young boding well for the future

TNS
July 2012
Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life
Religions
Vietnam
7 3
Myanmar
4
4 4
Cambodia
24
50
40
88
Non-demoninational
Buddhist
Roman Catholic
Others
Buddhist
Other Christian
96
Buddhist (official)
Muslim
Muslim
Others
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%
Source: VietCycle 2011; All-in-one; CIA - The World Factbook
TNS 2012
17
Ethnicity
Vietnam
Cambodia
Myanmar
14
22
5
5
68
86
Kinh (Viet)
90
Burmese
Indian
Others (i.e. Tay, Thai,

Muong, Khmer. Etc.)
Khmer
Kayin
Vietnamese
Others
Others (i.e. Shan, Rakhine, etc.)
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%
Source: All-in-one; CIA - The World Factbook
TNS 2012
18
Wealth
TNS 2012
2012 - GDP
Billions USD
318
123
Thailand
Vietnam
56
14
Myanmar
Cambodia
Laos
Though Vietnam is but a third Thailands 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
TNS 2012
20
CaLM GDP & Purchase power

GDP / Capita
Thousand
Purchase power parity

Thousand
9,700
4,600
3,300
2,371
1,700
1,000
930
Vietnam Thailand Myanmar Cambodia
1,400
Laos
2,000
1,300
Vietnam Thailand Myanmar Cambodia
Laos
CaLM has a long way to go in terms of developing Purchasing Power,

which highlights the great opportunities available
SOURCE :http:/imf.org; http://www.tradingeconomics.com;
TNS 2012
21
Household expenditure
Breakdown of monthly urban household expenditure (%):
11%
4%
5%
6%
40%
6%
8%
8%
9%
8%
4%
4%
32%
5%
Groceries
5%
9%
11%
Groceries
10%
15%
Education
13%
3%
8%
38%
5%
5%
5%
6%
12%
5%
Transportation
Groceries are the main spend items followed by Education in CaLM

TNS 2012
22
Expenditure vs. Savings
22
17
78
83
Cambodia
Vietnam
Expenditure
93
Myanmar
Saving
Cambodians and Vietnamese have a higher penchant for savings

TNS 2012
23
Monthly Urban Household Income Comparisons

USD 750+
10
USD 500-750
23
32
USD 325-500
22
Under USD
325
11
11
15
25
16
11
26
30
26
11
2
12
Vietnam
Myanmar
Cambodia
SEC F (Under USD 125)

SEC D (USD 225-325)
SEC B (USD 500-750)
SEC E (USD 125-225)

SEC C (USD 325-500)
SEC A (USD 750+)
Vietnam is considerably more wealthy than Myanmar and Cambodia

TNS
July 2012

24
Consumerism
TNS 2012
Household durables ownership - Urban

Myanmar
Cambodia
Vietnam
92
Gas stove
87
Refrigerator
CRT TV
61
Washing machine
60
41
PC/Deskstop
32
LCD / Plasma TV
Air conditionier
27
26
12
15
91
60
84
96
73
41
17
39
47
DVD Player
Laos
77
81
11
11
13
18
19
Karaoke system
17
18
Digital camera
13
12
34
36
Outside off TV, DVD players CaLM is substantially behind Vietnam

TNS 2012
26
Household technology items ownership - Urban

Mobile phone
Laptop
98
98
95
37
17
Vietnam
34
15
10
Cambodia
Myanmar
Laos
Myanmar lags far behind on technology

TNS 2012
27
Consumers top 3 items would like to own - Urban
Air-conditioner
Laptop
Washing machine
33%
33%
32%
Refrigerator
Washing machine
Air-conditioner
58%
44%
33%
Washing machine
Refrigerator
Laptop
21%
15%
15%
Similarities in terms of desired durable ownership are striking

TNS 2012
28
Top 3 favourite brands - Urban
Vietnam
Cambodia
Myanmar
Not surprisingly technology and transportation brands rule

TNS 2012
29
Attitudes
TNS 2012
30
Attitudes towards life Position & Status

Position and status in society is the most important aspect of my life?
73%
(top 2 box score)
49%
42%
Cambodia
Myanmar
Vietnam
Cambodians are in an all out push to catch up to the rest of the world,
while Burmese are still seeped in tradition
TNS 2012
31
Attitudes towards women

Top-2-box % agreement:
Urban Cambodia 2012
Urban Vietnam 2001
2012
69
2012
60
2001
49
Urban Vietnam 2011
2011
63
2011
34
Women must focus only on their

traditional family roles
It is completely acceptable for women

to earn more than men
Over the years attitudes towards women in society have liberalized

TNS 2012
32
Women and traditional roles

Women must focus on their traditional family roles
69
49
34
Myanmar 2012
Cambodia 2012
Vietnam 2011
Over time Cambodian and Burmese attitudes should become more equal
TNS 2012
33
Importance of family
Cambodia
92
95
Vietnam
Myanmar
96
16
A close family is essential to my

happiness
11
19
I prefer to spend more time with my

friends than my family
Family is still the cornerstone of society

TNS 2012
34
The most admired person in the country - urban

Q: Outside of your friends and family, which
person do you admire the most?
Daw Aung San Su Kyi
37
Somdach Hun Sen
22
Uncle Ho
9
Vietnam
Cambodia
Myanmar
Political leaders are most admired clearly showing huge

opportunity for Idols to take root
TNS 2012
35
Summary
TNS 2012
36
Summary
Positives
Negatives
77 Million untapped consumers
poor infrastructure for transport
rich in natural resources
poor human capital
very young population = future
very young population
limited competition
varying ethnicities and religions
willingness of host to do business
low incomes
Myanmar provides the best opportunity for future investment
TNS 2012
37
TNS 2012
TNS Vietnam March 2013
38
TNS
TNS Cambodia
Cambodia
March
March 2013
2013
TNS 2012
39
TNS 2012
TNS Myanmar March 2013
40
TNS now has full reports on Retail / Trade and Consumerism for
Myanmar and Cambodia
Please contact:
Ralf.Matthaes@tnsglobal.com
Regional Managing Director
TNS
Cambodia | Laos | Myanmar | Vietnam
TNS 2012

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CaLM -

Cambodia | Laos | Myanmar

77 million untapped consumers

Since 2012 we have offices in Cambodia & Myanmar

Coverage & services

Positioning & segmentation

TNS Growth Map

Population & GDP

CaLM = 77 Million consumers with a 78 Billion GDP

Foreign Direct Investment

FDI USD millions

Export, import, trade deficit - 2012

Imports vs. exports 2012 (estimates only):

Imports of goods (millions US$)

Industry still lag behind

oil & gas

Myanmar & Laos are incredibly natural resource rich

With a population of 75 Million and an incredible 40% plus under

Greater Mekong Sub Region - Populated key cities

The seven major cities of the region have a larger population

The region is incredibly young boding well for the future

Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life

Buddhism is by far the regions main Philosophy,

Others (i.e. Tay, Thai,

Others (i.e. Shan, Rakhine, etc.)

This region is incredibly different in terms of ethnicity and very diverse,

CaLM GDP & Purchase power

Purchase power parity

Vietnam Thailand Myanmar Cambodia

CaLM has a long way to go in terms of developing Purchasing Power,

Groceries are the main spend items followed by Education in CaLM

Expenditure vs. Savings

Cambodians and Vietnamese have a higher penchant for savings

Monthly Urban Household Income Comparisons

SEC F (Under USD 125)

SEC E (USD 125-225)

Vietnam is considerably more wealthy than Myanmar and Cambodia

Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life

Household durables ownership - Urban

Outside off TV, DVD players CaLM is substantially behind Vietnam

Household technology items ownership - Urban

Myanmar lags far behind on technology

Consumers top 3 items would like to own - Urban

Similarities in terms of desired durable ownership are striking

Top 3 favourite brands - Urban

Not surprisingly technology and transportation brands rule

Source: TNS VietCycle / TNS Cambodia Life / TNS Myanmar Life

Attitudes towards life Position & Status

(top 2 box score)

Attitudes towards women

Urban Vietnam 2001

Urban Vietnam 2011

Women must focus only on their

It is completely acceptable for women

Over the years attitudes towards women in society have liberalized

Women and traditional roles

Women must focus on their traditional family roles

A close family is essential to my

I prefer to spend more time with my

Family is still the cornerstone of society

The most admired person in the country - urban

Political leaders are most admired clearly showing huge

77 Million untapped consumers

poor infrastructure for transport