Case 4 Final Round Case Study Hcm1 Masaru Fastmart

Final Round Case Study
HCMC
Copyright 2010 The Nielsen Company. Confidential and proprietary.

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You have 18 hours for final case, no outside help is allowed, other
than your 4 team members and the internet
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Teams have no more than 15 minutes to present to judges (we will

cut the time at exactly 15 minutes, no exceptions) followed by 10
minutes Q&A
Feel free to use other supporting sources via internet or library

3

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So present to them like they are your client

Last important note
Think about how you organize your presentation
Carefully consider how you organize slides and add in

your own thoughts to make a smooth and clear
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Note:
A number of Nielsen reports have been consolidated for
your review
All data in this case study is artificial, but the case is

based on a real business scenario.

Confidentiality Clause
The client shall not be entitled, without the written permission of
The Nielsen Company, to publish the research report or any
adaptation thereof or any extract there from whether through the
medium of newspaper, periodical, radio, television, leaflet
distribution, data retrieval system, legal proceeding or otherwise.
The written permission of The Nielsen Company must be obtained
separately for each intended publication.

Nielsen Report Glossary
Traditional grocery: (please see appendix)
Wet market: (please see appendix)
Vendor : Street vendor (Cigarette carts, Vegetables sellers, ) please see appendix
P7D: past 7 days
P4W: past 4 weeks
MT: modern trade
MAT: moving annual total, the total of 12 months until the last month indicating in the report
FMCG: Fast Moving Consumer Goods (Shampoo, Toothpaste, Noodle, etcany stuff sold in the
Super market, grocery,)
Turnover: value sales
Off premise: those stores where people go there and buy product back home
On premise: Horeca: those stores where people go there and use product at sight (caf,
karaoke,)
ACV: All Commodities Value turnover off all FMCG Categories in stores
Modern Trade (please see appendix)
Hypermarket: Metro
Supermarket: Saigon Coop, Big C,
Convenience Store: Shop & Go, 7/11, Circle K,
Volume growth: Percentage growth of number of units sold
Value growth: volume multiplied by price increase
CSD: Carbonated Soft Drink
RTDT = Read To Drink Tea

Questions
Case Advisor available to you until 11pm on Thursday, 21
Oct, 2010.
Tam Nguyen Manger, Marketing Communications
Mobile: +84 976 060 044

Background
Final Round Case
10

About your client: Masaru International
Masaru International (MSR) is headquartered in Tokyo,

Japan and operates a network of over 7,500 convenience
stores (corporate owned and franchised) under the
FastMart name
FastMart is currently located in Asia, Europe, South

America and with a majority of the stores in North
America.
They sell products ranging from snacks, deli food, soft

drinks, alcohol and even personal care products (soap,
shampoo, tissue, etc.) and more. 11

Background/Situation
The most recent Southeast Asian Market MSR has
entered is Thailand, where it has more than 140 stores
scattered throughout the country. They are now keen to
enter the Vietnam market.
As they are brand new to the Vietnam market, they have

entrusted Nielsen to be their market research partner as
they prepare for a successful start in Vietnam.
12

The Numbers
Despite the global slowdown, In 2009, their revenue
reached 3.2 Billion USD (15% increase vs. previous year)
with staff totaling nearly 7,900 worldwide.
Masaru International is finalizing approval from the

Vietnamese government to enter the market with a
corporate-owned store and interested in setting up a
franchise model in Vietnam.
13

Your role and Project Objectives
You are a Nielsen consultant hired by Masaru
International, a Japanese multinational and they operate
an international convenience store chain called FastMart.
Masaru International requires Nielsen expertise to help

them with their market entry plan.
As a consultant you need to review the data and provide

recommendations on pricing, place, product and
promotion to create a strategic marketing plan to
ensure a strong market entry.
14

Questions to help you get started
(but dont limit yourself just to these)
Should they enter the Vietnamese market? Why or why
not?
What will be some challenges?
What products should they sell? Any price

recommendations?
How should they communicate to their consumers? Who

should their target consumers be?
15

Detailed Report
For Masaru International
16

Agenda
Executive Insights
Detailed Findings
Brand Association & Store Equity
Pricing-related Findings and Adoptiveness
Emerging Trends
Appendix
17

Executive Insights
18

Executive Insights Trade Sector Overview
Trade Sector Overview

2009 has seen a key change in behaviour from Vietnam Shoppers
Shoppers are starting to move away from Wet Markets as their regular place of purchase for
fresh products.
This change has contributed to MT becoming One-stop shopping channel where most of
the monthly shopping budget is spent
Retailers should also take note that as most Vietnamese only visit supermarkets 3-4 times
every month that it means they are now starting to stock up on fresh products.
This presents an opportunity for retailers to really focus communication on shoppers on

having the freshest produce available and also promote its long lasting ability
Having a wide range and high quality of fresh products has became increasingly important to
driving store equity in 2009, behind only convenience of store location
19

Executive Insights Trade Sector Overview
Visits to
specialized
stores are
reduced in
P7D & P4W
Expenditure Shampoo &

Detergent are
levels the two most
increasing likely
below the categories that
shoppers will
rate of look elsewhere
inflation if out of stock
Increasing
Increased
amount of
claimed
shoppers
usage of
visiting
hypermarket
multiple
channel
stores 20

Executive Insights continued
Vietnam to continue displaying great promise over the next 10
years
Young population (56% under 30) will join the workforce

High confidence towards country, economy & social life
Modern Trade continues to emerge while Traditional Trade is still dominant
Majority of population comes from rural (>70%) where it has shown strong
growth in recent years
Consumers become more sophisticated & demanding through their wider
product choice, concerns on health & beauty and smarter shopping way
People are getting more connected through technology
However, these opportunities come with challenges for

businesses and investors alike
Health concerns caused by air/water population and pesticides that
could be an area for PR execution
Ability to cover the dynamic and discriminate Vietnamese
consumer needs
Rural would be a mystery land to explore the potential expansion
21

Detailed Findings
Supermarket/Hypermarket
Convenience Store
Shopper Profile
22

Average Monthly Spending on Food, Grocery & Personal
Care vs. Fresh Food by social class
Spending on food is strongly correlated with income levels, however there is not much
difference between medium and high income groups for fresh food.
66%
67% 67%
63%
(N=1500) (N=569) (N=477) (N=454)

23

Hypermarkets & Supermarkets Leverage 2008 vs 2009
Whilst visit frequency has not changed in the past year, there has been a dramatic increase in
the number of shopper who now spend the majority for their household shopping budget in
supermarkets. For hypermarkets there is a higher claimed incidence of visits.
Hypermarkets Supermarkets
2008 2009 2008 2009
(%)
24
Base: All respondents (2008 n=1500, 2009 n=1500) Ref: Q7abcd

In a market still largely dominated by Traditional Grocery,
Modern Trade has experienced an important growth last year
Store # by Store Type in Off-channel

Total Viet Nam
-4%
+45% +6% -23% +3% -9% +6% -36% -14% +0% +1%
% ACV Growth 2009 vs. 2008

Wet Markets & Vendor Leverage 2008 vs 2009
There is a definitive move away from wet markets being used as the main place of purchase.
A number of hygiene issues occurred throughout 2009 that could have prompted a mistrust of
wet markets for fresh products for some shoppers.
WET MARKETS VENDOR
2008 2009 2008 2009
(%)
*Trade type not included in 2008 survey
26

Traditional Grocery & Convenience Stores Leverage 2008 vs 2009
There has been little change for both traditional grocery and convenience store, this is
despite increasing store numbers.
TRADITIONAL GROCERY CONVENIENCE STORES

2008 2009 2008 2009
(%)
Number of store 501,135
27

Average Frequency of Visits per month
28
Base: Visited in Past month (2008 n=1500, 2009 n=1500) Ref: Q8

Trade Sectors Where Shoppers Spend the Most Money
Clearly modern trade is becoming increasingly important in Vietnam with now 50% of the
main urban population spending the majority of their money in either modern trade outlets at
the expense of wet markets.
29
Base: All respondents (2008 n=1500, 2009 n=1500) Ref: Q7d

Trade Sectors Where Shoppers Spend the Most
Money 4 cities (2009)
30

Place of Most Often Purchase by Category
Compared to 2008 there is a higher % of fresh foods being purchased from MT. Other
categories are more consistent with last year with TG being the preferred purchase location
for CSDs, snacks and alcohol and MT the preferred location for dairy products, personal care
% and household care products
2008 Ref: Q27-Q41
Base: All respondents (n=1500)

In long run, the volume consumption achieved 12% continuously
driven by Beverage while Personal Care and Household Care
FMCG - Categories tracked by Nielsen - Value & Volume % contribution - MAT & YTD 6 Cities
showed a stagnant Totalgrowth rate.
6 Cities | Period Ending DEC09 | Share of Total Category
CATEGORIES TRACKED BY NIELSEN
VALUE % CONTRIBUTION - 6 CITIES
M A T D e c '0 8 M A T D e c '0 9
8.9 P e r so n a l C a r e 8 .5
6.2 2 8 .9 6.5
30.8
H o u se h o l d C a r e
1 8 .1 17.5
M i l k B a se d P r o d u c t
16.9 22.0 16.7
19.1 F o o d (e x c M i l k B a se d )
B e v e ra g e (e x c B e e r)
C i g a r e tte
% V a lu e % V olu m e
6 C i tie s - M A T D e c 0 9
G r o w th G ro w th
TO TAL FM CG 13.7 1 1 .7
P e rso n a l C a r e 8 .2 -2 .1
H o u se h o l d C a r e 18.9 0.1
M il k B a se d P r o d u c t 9 .8 2.8
F o o d (e x c M il k B a se d ) 12.3 7.6
B e v e r a g e (e x c B e e r )
C i g a r e tte
30.7
6 .8
2 0 .1
-2 .2
32

Top & Fastest growing categories
Beverage and Food categories are dominant
Top 10 biggest categories Value % Top 10 fastest growing category
Share - value % Chg Growth
33

Personal Care Department
Market appears to be at saturation level in 6 key cities.
PERSONAL CARE TOTAL 6 CITIES
VALUE % SHARE MAT TY VS. MAT LY
34

Growing Male Segment
Continues to grow in Vietnam PC Categories across Shampoos, Deodorants,
and Facial Care
TOTAL 6 CITIES - VALUE SHARE CONTRIBUTION Increasing interest in Male personal grooming compared
to before
SHAMPOO FCP DEO
Source: Personal Grooming Survey - Nielsen

Brand Loyalty by Category
Shampoo and laundry detergent are the products that have the highest brand loyalty, with
over 40% of shoppers looking elsewhere for that brand. For CSDs and biscuits over 50% of
shoppers would replace their regular brand with another.
Q. If you were buying <Product category> from your usual store and its not available, would you..
N=1340 N=1415 N=1417 N=1290 N=1464 N=1454

36
Base: All who buy the products regularly Ref: Q31, 33, 35, 37, 39, 41

Especially the local chains are growing numbers significantly, but we see
more foreign retailers coming in
STORE NUMBER OF KEY PLAYERS
Coopmart 44 +8 Coop Food
20 41 +13 Hapro Food 8 2

Hapro
Citimart 6 21
Fivimart 15
Intimex 15 1 3
Big C 10
Metro 10
Maximart 6 ~100
37
CVS stores

Number of Supermarket/Hypermarket Used - Stores Used in Past 4 Weeks
In 2009 there was more signs that shoppers were starting to look around at multiple modern
trade outlets.
2008 2009
38
Base: All Supermarket/Hypermarket shoppers (2008 n=1494, 2009 n=1466) Ref: Q13b

Brand association and Store
Equity
39

How strong is your equity? What is it built upon?
The Store Equity model deconstructs the sources Based on Kellers and Roberts theory, the store
equity index is based on the real world outcomes
of brand equity to understand its building blocks. of strong equity emotive equity and ability to
command a price premium
SOURCES
What people know OUTCOMES
What consumers are willing to do
Awareness (%)
Preference
Emotive Loyalty
Consideration (%) Recommendation
winning brands Willingness to pay

Associations (%) Price Premium
store equity price premium
Associations (%) index

Store Location Willingness to
travel
Associations (%)
40

How strong is your equity? What is it built upon?
The Brand Equity model deconstructs the sources of store equity to understand its building
blocks
SOURCES
What people know
Awareness (19%)
Consideration (17%)
Quality products (13%)
Store Accessibility (13%)

store equity
Efficiency/Loyalty
Programs (13%) index
Large Store Format &
Wide Selection (12%)
Pricing & Value for

money (12%) 42

Store Equity
How strong is the store in the shoppers point of view?
What drive shoppers to view the store this way?
43

In addition to Awareness and Consideration, the building
blocks below are also sources of store equity
It is important to shoppers that a store carries not only quality prepared foods
Quality Products and fresh products, but they should offer a good selection of these products
as well.
Shoppers would also give consideration to the location of the store its
Store Accessibility proximity to their home and the convenience of getting to it. In addition, long
store hours enhance the perception of accessibility.
Shoppers would also like to shop in a store that offers convenience in terms
Service Levels/Loyalty of ease of finding products they need, staff that provides good service and
Programs efficient checkout processes.
It is critical to have large, modern store formats with a wide selection of

Large Store Format & products that are displayed well. Shoppers would like the convenience of
Wide Selection finding everything they want in one store and do not appreciate stock outs.
As would be expected, it is important to shoppers that a store offers them

Pricing and Value value for money. Attractive store deals and promotions and own brands may
for Money help drive perceptions of the store offering good value for money.
44

Associations as Drivers of Equity
Service Large Store Format Pricing and Value
Quality Products Store Accessibility
Levels/Loyalty & Wide Selection for Money (12%)
(13%) (13%)
Programs (13%) (12%)
Wide range of Convenient to get A place where it Always have what I Attractive and
fresh meat & fish to Has programs that want in stock interesting
High quality fresh Long opening reward regular Everything I need promotions
food hours purchase of food, in the one shop Food and
Wide range of fruit groceries and Has wide range of Groceries are
& vegetables petrol well known brands good value for
High quality Staff provide good money
Well presented
prepared meal service display of Low prices for
Clean and hygienic Efficient checkout products most items
store counters Spacious Provides their own
Has high quality Ease of parking brands of
Pleasant store
groceries which is
brands environment
a good alternative
to the main brands
Derived Importance Ranking of Supermarket Store Attributes
-All Shoppers
Over the past year range and quality of fresh produce have all became increasingly important
for retailers as the decline of wet markets has occurred.
Quality products
(13%)
Store Accessibility
(13%)
Service
Levels/Loyalty
Programs (13%)
Large Store Format

& Wide Selection
(12%)
Pricing & Value for

money (12%)
46

Pricing-related Findings and
Adoptiveness
47

Store Location Vs Frequency of Visiting
48
Base: All Super/Hypermarket shoppers who visit store most often (Coop-mart SPM n=480, Big C SPM n=400, Metro n=147, Ref: Q22 & Q13a
Fivimart SPM n=125, Intimex SPM n=118, Citimart SPM n=63)

Store visit Triggers
HABIT Auto-pilot
EXPERIMENTING
49
Base: All Hypers/Supers Shoppers (n=1466) Ref: Q15

Promotion Sensitivity
The balancing game that retailers need to play is 11% of shoppers will be attracted to their
store by promotions, but a lot of current customers will be taking advantage of the promotion
for items they would have purchased regardless of the promotion
50
Base: (2008 n=1494) (2009 n=1466) Ref: Q23

Price Awareness
51
Base: (2008 n=1494) (2009 n=1466) Ref: Q24

Level of Adoption
Store choice is an important consideration for Vietnamese shoppers, however they are still
open to visiting any recently opened stores if conveniently located.
Q: Here are some statements that other people have said are important when choosing a regular place to do grocery
shopping. Using this scale (5 point agreement scale totally disagree to totally agree). How strong do you agree or
disagree with this statement?
52
Base: All respondents (n=1466) Ref: Q25

Adoptiveness
53
Base: All respondents (2008 n=1494, 2009 n=1466) Ref: Q26

Consumer Reactions towards
private label products
54

Awareness Level of Own Label
55
Base: Hypers/Supers (n=1466) Ref: Q62a

Own Label Image
Own labels have became accepted in Vietnam in the last year and are seen as being equal to
manufacturer branded products in quality. However there still exists some stigma that own
labels are just for those with a tight budget.
56
Base: Hypers/Supers (n=468) Ref: Q63

Category purchasing of Own Label
Own labels are more popular for non-food items such as household products, paper products
and personal care. For household products and personal care this is because the products
are seen as being of an equal quality to branded products.
57
Base: Hypers/Supers (n=1466) Ref: Q64abc

Reason why shoppers buy Own Label =highest %
Own labels are more popular for non-food items such as household products, paper products
and personal care. For household products and personal care this is because the products
are seen as being of an equal quality to branded products.
The quality is Better The price was The pack They are just Was the only I always buy It was
just as good value for cheaper looked just as as innovative one available Own Label recommended
money good
Household
49 5 45 7 6 0 0 4
products
Any paper
31 1 60 4 7 0 2 6
products
Personal Care 71 8 20 11 11 8 0 15
Frozen and
47 27 56 11 7 4 5 37
chilled foods
Canned and
package 35 23 54 18 10 10 3 31
groceries
Carbonated Soft
30 0 57 7 10 0 7 7
Drinks
Snack &
56 6 36 4 4 0 0 4
confectionary
58
Base: Hypers/Supers who bought Own Label (n=1466)
Ref: Q65

Emerging Trends
59

Emerging trends in summary
Getting Getting
sophisticated Connected
Convenience
(4)
Private
Label
(3)
Health &
Refill Beauty
(2)
Big Pack
(1)
60

Smart shopping:
(1) Consumers are upsizing
Do you anticipate that Vietnamese consumers will Total 6 cities_TT
change their purchasing behavior in next 6 to 12
months? +/- Volume % Share vs. YA - MATTY
Fabclean
>2Kg
Granules
+3% pts >300gm
+2.1% pts
Skin Cleaning
>400ml
+7.4% pts
61
Source: Business Barometer Wave 3 (Q2.2010), Nielsen VN Retail
Audit latest period Jun10

Smart Shopping:
(2) Consumers buy more refill for money-saving purposes
Total 6 cities_TT
+/- Volume % Share vs. YA - MATTY
Fabric Softener
+4.8% pts Dishwashing

Liquid
+0.4% pts
Floor Cleaner
+4.2% pts
62
Source: Nielsen VN Retail Audit, latest period Jun10

Smart Shopping:
(3) Consumers awareness to Private Labels goes up, driven by Coop-
mart and Wow
Awareness level of Private Labels
Base: Hypers/Supers (n=1466)

63
Source: Shopper trend 2010

Volume % Sh
Smart Shopping:
(4) Ease of access and consumption is driving channel and product
choices
Choice of Choice of
place product
Derived Importance Ranking of Package Contribution Ready to

Supermarket Store Attributes Drink Beverage
64
Source: Nielsen Shopper Trend 2010, Nielsen VN Retail Audit
latest period Jun10

Getting Sophisticated:
At the same time, consumers show more interest in personal care by
using more advanced products
Value % Growth (Volume % Growth)
Total 6 cities_TT - MAT TY
Deodorant 29% (17%)
Lotion 39% (32%)
Hair 18% (17%)

Treatment
65

Value % Share - Total 6 Cities | Period Ending JUL10 | Share of Total Category
Getting Sophisticated (continued):

Consumers also start seeking specific product benefits
Specific
products for
male
Feminine Protection Deodorant Shampoo
66
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to JUL10
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to FEB10 Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to JUN10
Getting Sophisticated (continued):
More products are becoming non-exclusive. No matter what industry
youre inTickle women with a price discount and assure men of
quality Important shopping
considerations
Life Insurance
Lipcare
Laptop/PC Body cream/
Credit cards lotion
Anti-shadow
Cigarettes TVs Toothpaste eyes cream
Beer
Mobile phones Bar
Moisturizer
Wine Shampoo Soap
Sun block
Razors Deodorants Hygiene
Beer
Shower gel Facial wash
Hair Cleanse
Conditioner r
Milk
67
Source: Nielsen Study on Gender Difference Jun10

Getting Connected:
Vietnamese consumers are the savviest on technology products
% of respondents who spend on new technology products
Question: Once you have covered your essential living expenses, which of the
following statements best describes what you do with your spare cash: I spend on
Base : All respondents n=7014
68
Source: Nielsen Global Omnibus study

Getting Connected (continued):
Internet and social networks are very important for the younger
generation
69
Source: Nielsen Omnibus April09, Nielsen Gen V Study Oct 2009

Getting Connected (continued):
The internet could be the next media platform apart from other
traditional media forms
Over the next 6- 12 months, how do you anticipate your company's
spending on the following media channels for advertising?
70
Source: Nielsen Barometer Wave 3

Health & Beauty:
Health continues to be a key concern for Vietnamese consumers
Top 5 consumer concerns Major Concerns over the next 6 months

Health - Top 10
1) Health
1) Health
2) Increasing food prices

2) Increasing food prices
$ 3) Increasing utility bills

3) Increasing utility bills
(gas, electricity, water)
(gas, electricity, water)
4) Job security
4) Job security
5) Increasing fuel / petrol prices

5) Increasing fuel / petrol prices
Which of the following issues concern you in terms of the impact they may
have on your business? Rank the top three issues that concern you where
1=most concern, 2=second most concern, etc...
71
Source: Nielsen Omnibus, Nielsen Consumer Confidence

Health & Beauty (continued):
Vietnam is ranked as most concerned country when it comes to air
pollution and use of pesticides
% of global consumers concerned % of global consumers concerned
about air pollution about use of pesticides
72
Source: Nielsen 2H 2009 Global Omnibus Study

Health & Beauty (continued):
Vietnamese consumers seek natural and safe products
Toilet Cleaner: Fabcon: Bar soap: Green Tea Ingredients

Vim killing germs Comfort Antibac Lifebuoy killing
bacteria
L'occitane
Instant noodles: Instant noodles: Cooking Oil:

Omachi made by Tien Vua good for De Nhat good
potato health for health
Natural Products 73

Case 4 Final Round Case Study Hcm1 Masaru Fastmart

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Final Round Case Study

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

All work must be original

Presentations should be in Microsoft PowerPoint format

All communications should be in English

Teams have no more than 15 minutes to present to judges (we will

Feel free to use other supporting sources via internet or library

Copyright 2010 The Nielsen Company. Confidential and proprietary.

The judges are your client

So present to them like they are your client

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Carefully consider how you organize slides and add in

Copyright 2010 The Nielsen Company. Confidential and proprietary.

All data in this case study is artificial, but the case is

Copyright 2010 The Nielsen Company. Confidential and proprietary.

The client shall not be entitled, without the written permission of

The Nielsen Company, to publish the research report or any

adaptation thereof or any extract there from whether through the

medium of newspaper, periodical, radio, television, leaflet

distribution, data retrieval system, legal proceeding or otherwise.

The written permission of The Nielsen Company must be obtained

separately for each intended publication.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Tam Nguyen Manger, Marketing Communications

Mobile: +84 976 060 044

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Final Round Case

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Masaru International (MSR) is headquartered in Tokyo,

FastMart is currently located in Asia, Europe, South

They sell products ranging from snacks, deli food, soft

Copyright 2010 The Nielsen Company. Confidential and proprietary.

As they are brand new to the Vietnam market, they have

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Masaru International is finalizing approval from the

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Masaru International requires Nielsen expertise to help

As a consultant you need to review the data and provide

Copyright 2010 The Nielsen Company. Confidential and proprietary.

What will be some challenges?

What products should they sell? Any price

How should they communicate to their consumers? Who

Copyright 2010 The Nielsen Company. Confidential and proprietary.

For Masaru International

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Brand Association & Store Equity

Pricing-related Findings and Adoptiveness

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Trade Sector Overview

This presents an opportunity for retailers to really focus communication on shoppers on

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Expenditure Shampoo &

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Young population (56% under 30) will join the workforce

However, these opportunities come with challenges for

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

(N=1500) (N=569) (N=477) (N=454)

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Store # by Store Type in Off-channel