ࡱ> #` $bjbjmm :ZJ```````t$%$%$%8\%|%Tt8[z8&(`&p&&&'' '9Z;Z;Z;Z;Z;Z;Z$]h`r_Z`.''.._Z``&&tZ:.0.0.0.`&`&9Z.0.9Z.0.0oH``J&,& A7W$%.'I5YZ8[?I\`6/`0JJ``]M ')N.0* ,'''_Z_Z/X'''8[....t8dd $ t8ttt``````tZ  FORMTEXT The Nielsen Company VietnamTecasin Business Center, 243-243B Hoang Van ThuTan Binh District, HCMCwww.vn.nielsen.comVietnaminfo@nielsen.comNews ReleaseContacts: Tam Nguyen Marketing and Communications - Vietnam (84) 8 3997 1888 x201 (84) 9 3271 7588 FOR IMMEDIATE RELEASE VIETNAM BUSINESS SENTIMENT IMPROVES: NIELSEN BUSINESS LEADERS EXPECT DOUBLE DIGIT GROWTH FOR 2010 October 30, 2009, Ho Chi Minh City: After years of unprecedented growth, 2009 has been a year of immense change and uncertainty in Vietnam. Many businesses in Vietnam are experiencing challenges. Consumer and business confidence has wavered but has remained buoyant throughout the year, riding the economic tsunami with relative balance and poise. As talk begins of a recovery, Vietnams business leaders are also seeing the end of the storm. Over the next 12 months, senior business leaders are expecting to see double-digit growth in Vietnam, according to the second wave of Nielsen Vietnams Business Barometer which is Vietnams first business leaders sentiment survey, conducted from 20 August 21 September, 2009. It will be quite a stretch for business leaders to expect double-digit growth when Vietnams 2010 GDP is estimated to be at a modest 5.5 percent, said Mr. Vaughan Ryan, Director at The Nielsen Company Vietnam. But the sentiment shared by business leaders shows that there is good momentum among many industries, especially for Fast Moving Consumer Goods (FMCG) and theyve planned well to ride out the recession and even see growth where many businesses are copping losses. Competitive pressure and growth targets have become an even greater concern with 68 percent of business leaders citing this as their top concern in September versus 40 percent in March. This was followed by the ability to pass on price increases (45%), inflation (42%), and low GDP growth (31%). In contrast, according to Nielsen Vietnams Omnibus study (September), the number one concern for consumers is health, followed by increasing food prices, job security, work-life balance and increasing utility bills. Vietnamese consumers share business leaders optimism: consumer confidence fell 12% for the first half of 2009 and now has bounced back significantly. According to Nielsens Global Online Survey, Vietnam Consumer Confidence has risen an astounding 28 points to 108 for the second half of 2009. Confidence numbers like this have not been seen since first half of 2008, could this, along with the business leaders positive sentiment, be a true sign of Vietnams recovery? Weathering the storm 70 percent of business leaders surveyed believe business conditions have improved versus a year ago. In contrast, only 40 percent believed this to be true in March when we conducted the first wave of Nielsens Business Barometer Survey, said Mr. Ryan. Companies are relatively optimistic as 76 percent of leaders believe conditions will improve over the next 6 12 months while only 35 percent were so optimistic during the first survey six months earlier. In contrast, only 4 percent of those surveyed expect conditions to get worse over the next 6 12 months 2010 Growth There has been a lot of talk over the past year about the move towards premium products and services by the increasingly-affluent Vietnamese. Yet, 48 percent of business leaders believe that consumers will move towards purchasing on promotion and 31 percent believe consumers will trade down to cheaper products over the next 6 12 months. We may see a trend where consumers become promotional junkies only purchasing products on promotion. Vietnamese are and will continue to be on the look out for sales and value-for-money deals due to financial concerns. Businesses will need to up their game the key is to leverage value-for-money marketing and promotions to reach their aggressive 2010 growth targets, Mr. Ryan said. The need to look outside of the key cities is now seen by most manufacturers as essential to continuing the growth trends. In the next 12 18 months, 79 percent of businesses claim that they will look to rural to further their growth plans while 64 percent had stated rural as part of their growth plans in the first survey of Nielsens Business Barometer. Unlike the rest of the world, rural Vietnam is in many cases growing faster than urban areas, added Mr. Ryan. With more than 70 percent of the total population residing in rural, its crucial for businesses to have a strong presence there. In some cases, rural value growth rates had surpassed urban by as high as 9 percent versus year ago for certain FMCG categories. Boost in advertising, but through what channels? As a result of this optimism, more companies will increase their advertising spend. In the next 6 12 months, 50 percent of business leaders plan to increase ad spend, up from 39 percent in March. Even though penetration of modern forms of communication is high in Vietnam, manufacturers still have not fully taken advantage of the benefits of these channels, particularly online and mobile phone marketing, said Mr. Ryan. Nearly 50 percent of companies surveyed state that they have never invested in internet advertising and an astounding 88 percent have not spent on mobile phone advertising. Over the next 6 12 months, many leaders will increase spend across TVC (29%), Point-of-Sale- Materials (55%), Print publications (27%), In-store banners (44%) and outdoor posters (20%). Most notably, business will increase ad spend online by 54 percent over the next 6 -12 months. About Nielsen Business Barometer The Nielsen Business Barometer is an online survey designed to gauge Vietnams business leaders sentiment. Topics include advertising spend, growth forecasts and among other current hot topics. The online survey is conducted twice-yearly and covers companies from various industries throughout Vietnam. The second wave was conducted from 20 August 21 September 2009. About The Nielsen Company The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. 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