Corporate vision

“Excel with world-class research expertisewhich is genuinely powered by strategic understanding

of client’s business & market”

Corporate missions

finest service attitude – by which we work closely with client

trusted project quality – in this, client trusts us

actionable marketing & business recommendation – with this, weadd real value to our client’s business

Company milestones

• Start-up headoffice in HCMC

• ESOMARmember

• 20 researchers

• National expansion

• 40 researchers

• Representative of ESOMAR inViet Nam

• Professional market researchtraining via Marcom, Pace, IAM

• 100 researchers

• First in VN to obtain ISO20252 – British StandardInstitute

• Marketer support program viaViettrack & FTA CRM

2002

2004

2006

2009

Company strengths & service differentiators

1. Nation - wide data collection coverage 2. Advanced data processing

3. World class quality standard

6. In house business experts

4. Intensive local experience

5. Practical risk minimizing research products

7. Strategic care

1. Nation wide data collection coverage

• More than 500 well trained interviewers across urban and ruralVietnam

• Comprehensive training provided to interviewers including:– communication and interviewing skill– types of questions and how to ask each type of questions– following sampling instruction.

• Motivating reward & punishment system to ensure maximumcompliance from interviewers

• Accessible & open process for client to accompany and observe atany time

2. Advanced data processing

• Licensed data processing & analysis suite from Plenari Australia– fast data cleaning and logic check, enabling double key punching

quality control on data input– minimizing man made errors via automatic charting function– reducing reporting time significantly (3 times against other traditional

software)– compatible with other common software like Quantum, SPSS, MS

Access, Excel

• Unique & powerful analysis– automatic highlight of significant differences in data sub groups– allowing insightful and deep data mining– offering advance multivariate analyses

• Various applications on:– Online survey– CATI– PAP

3. World class quality standard• The first research agency in Vietnam (Nov 2009)

and among the first 30 agencies in the worldsuccessfully implementing ISO 20252, certifiedby British Standard Institute. Thus, we have:

– Internationally equivalent quality– Resource competence & qualification qualifying– International quality control standard for

standardized steps in quantitative and qualitativeresearch process.

• ESOMAR representative in Vietnam– Promoting code of research practices - ICC/ ESOMAR– Attending and participating ESOMAR conference,

workshop on updating research methodology,practices, and trends

– Promoting the use of professional market research inthe local Vietnam market

• International facilities & equipments (CLT studio,one way mirror focus group, CATI stations, onlinepanel, block sampling system)

well recognized by international agencies

HANSA Research

ApplianceSamsungPanasonicMideaElectroluxLGDien Quang

EducationApolloRMITILAAEINIITDale Carnegie

Dairy ProductsVinamilkNestleAbbottDumex

AutomotiveHondaPiaggioSYMISUZUMitsubishi

BeverageSabecoPepsiTribecoMoet HennessyMFBVinacafeLaska

ConfectioneryLotteKinh DoOrionPerfetti Van MelleBibica

AdvertisingDentsuJWTRichard MoreOrchidOgilvy

4. Intensive local experience

FoodAjinomotoVifonUni-presidentInter foodKFCLoteriaTan Tan

AgricultureGreenfeedQuang DungDalat HasfarmUni-presidentADCHarvest

Banking & FinanceACBTechcombankAIA InsuranceVina CapitalVIB bankHSC

DistributionDiethelmAPL LogisticsFedexIKEA

ConstructionHolcimLevis paintsAmerican HomeLotusBluescope SteelAkzo NobelDong Lam

IndustrialPetrol VietnamVinashinVinakyoeiKim VyTTGas

Office EquipmentThien LongHong HaDouble AToshibaHong Anh

PharmaceuticalGSKSanofi-AventisZuellig PharmaNovartisMSDUnited Pharma

Non profitIFCMPDFGAINWorld Lung

Internet/ComputerYahooIBMIntelVinagame

Home/personal careUnileverNiveaKaoL’OrealUnza

HospitalFV hospitalHanh Phuc hospital

MediaChicilon mediaGoldenMarketing magazineSunflower mediaBac DauVietcomVTV

Plastic & rubberDai Dong TienCao su mien nam

FootwearBitisNike

RecreationCosmoOrientQiMegastarSong Be Golf

PaperSaigon PaperUnicharmDiana

with more than 2,000 projects across 30 categories

TravelFidi TourTheme travelMai LinhVinasun

TelecommunicationVDCSPTViettelVNPTVTI

TobaccoVinatabaITG - BastosIVD - West

Textile/ fashionN&MFOCI

RetailMetro Cash & CarryG7 MartParksonNguyen KimCitimartBest Caring

Real estateCBREGSSG DiamondLa SalleBitexcoBourbonHoang Quan

and more than 150 clients in past 8 years

for leading brands in Vietnam

5. practical products

- for minimizing client’s business risks

- start from our intensive understanding & experience inthe local market over the past years

risks along a product life cycle

market not attractive

wrong segment

wrong consumer insights

pre –launch

growth

maximizing

new development

competitor reactions

distribution issue

marketing mixnot effective

customers not loyal

sales not growing

new opportunities missed

business ideas not accepted

practical & tailor-made research products

U&A

ConceptProductCopy

Customersatisfaction

Distributioncheck

Diagnosticresearch

Segmentation

pre –launch

growth

maximizing

new development

Bi

brief product introduction

• Market Entry & Business Intelligence– Business intelligence using Delphi methodology– Combining desk research with opinion leader in depth interviewers– Providing thorough market overview, market structure, entry

potentiality and feasibility

• Gap finder– Exploratory qualitative– Providing insights across the “need triangle” (critical needs, unmet

needs and trends)– Using advanced projective & enabling techniques for reaching

consumers’ subconscious layers

• U&A (usage & attitude)– Consumer behaviors & usage drivers– Consumers’ attitudes towards brands

Bi

brief product introduction

• Segmentation– Demographic segmentation– Psychographic segmentation

• Factor analysis• Cluster analysis

• Norm test– Including product test, concept test and advertising copy test– Providing market benchmarks by categories, time, target

customers– Overall liking and drivers for overall liking using regression

analysis

brief product introduction

• Brand check– Brand health measures – the BABL model

• Awareness, Trial, Usage• Consideration, Satisfaction, Bonding

– Brand equity index (loyalty based) & brand equity drivers– PCM positioning choice map– MCA multi dimension correspondence brand map

• 360 mixeval– Single integrated index for marketing mix evaluation– Identify sales volume (100 unit sales) contribution from push and pull

activities– Establish category ideal mix– Base for effective communication channel & marketing budget

allocation

brief product introduction

• Distribution check– Coverage/ availability rate– Share of sales– POSM evaluation– Retailers’ insights, behaviors & attitudes

• Customer satisfaction– Overall satisfaction index– Factors & elements driving the index– Strategic analysis for improving customer satisfaction

• Diagnostic research– A combination of different research method to best identify problem

areas and corrective actions

6. In house business experts

• Currently employing 11 blue chip client service heads (directors &senior managers) with 7 heading quantitative and 3 headingqualitative, 1 heading CRM.

• Having various qualification mixes from both local and overseas:– Master of Marketing from France (1)– Master of Business Administration from Australia (2)– Master of Foreign Trade (2)– Master of Public Services from USA (1)– Bachelor of Marketing (1)– Bachelor of Social Sciences (3)– Bachelor of Information Technology (1)

• 8 to 15 years of experience across marketing, research, businessin both leading international and local corporations:

– Unilever, Nielsen, Philip Morris, P&G, AIM, Kinh Do, NFO, FTA

7. Strategic care

CRM system Research client satisfaction tracking Project quality monitoring

Customer supports via Update clients with free market information and new research methodologies

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Mail to: viettrack@fta.com.vnCall: 84 8 3514 2584 for Ms Thuy Loan – CRM manager

Or visit: www.ftaresearch.com