popular brand index on facial cleaner in thailand

Facial Cleaner

Popular Brand Index

Date: January 2016

in Thailand

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A. Research designResearch Method Online researchFieldwork Period January 2016Research Area ThailandRespondent Criteria Female, 16 years and above, have purchased Facial Cleaner in the last 3 monthsSample Size 1,426 samplesNumber of Questions 4 Screening questions and 7 Main QuestionsSurvey Content Screening

Gender, Age, Monthly Household Income, Purchased facial cleaner

Main Study• Top of Mind Cleaning• Total Awareness facial cleaner• Expansive Brand of facial cleaner• Ever Used Brand of facial cleaner• Last Used Brand of facial cleaner• Future Intention of facial cleaner • Switching of facial cleaner

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B. Respondent profileGender Age

Monthly household income

100%

16-19 years old

20-24 years old

25-29 years old

30-34 years old

35-39 years old

40-49 years old

50 years old and older

11.9

25.8

21.1

16.913.7

8.1

2.5

Less than 5,000 Baht

10,001 - 20,000 Baht

30,001 - 50,000 Baht

75,001 - 100,000 Baht

150,001 - 200,000 Baht

I do not want to answer

3.0

9.0

15.0

13.0

21.7

15.5

7.9

3.6

2.1

4.1

5.0

4

C. Detail findings

1. Popular Brand Index2. Brand awareness3. Expansive4. Market Share5. Future Intention6. Switching

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C. Detail findings1.1. Popular Brand Index Concept

Future Intention Expansive

Top of Mind

(TOM)

Last Used

POPULAR BRAND INDEX(PBI)

One of the most important Assets of the company and represent identity of a company is the Brand. "Brand or trademark is a name or symbol that is associated with the product/service and cause psychological meaning/association". In addition, the brand also a promotional tools, so that a product with certain brand would likely gain popularity or awareness in the community level that will affect consumer behaviour in the community.

To determine organization performance we could see from development of the brand. W&S study based on development of PBI (Popular Brand Index) concept which included community top of mind brand, expansive or spread of the brand, total purchase or last used of the brand, and consumer intention to purchase brand.

PBI = w₁ · TOM + w₂ · Expansive + w₃ · Last Used + w₄ · Future IntentionAdditional Information:• Top of Mind (TOM) = Frist brand mentioned by

respondents.• Expansive = Scope and spread of brand.• Last Used = Total purchase or last used brand in

past 3 months.• Future Intention = Consumer intention to

purchase brand.

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C. Detail findings1.2. Popular Brand Index Result (PBI) [Top 10 Rank]PBI is obtained by internet random sampling method, with samples of 1,426 respondents in the W&S database Thailand (Yimresearch). The results obtained for facial cleaner Market with PBI concept is as follows :

Rank of popular Facial Cleaner PBI IR

1 Pond's 18.0

47.5%

2 Smooth E 13.7

3 Garnier 10.5

4 Nivea 8.3

5 Biore 6.7

6 Hada Labo 4.7

7 Neutrogena 4.5

8 Preme Nobu 4.5

9 L'Oreal 3.8

10 Clean & Clear 3.7

Pond’s is the most popular facial cleaner brand in Thailand with a score of 18.0 as its index, followed by Smooth E at the second place with a score of 13.7 as its index.

Incidence Rate of facial cleaner (purchased facial cleaner in the last 3 months) is 47.5% from panel population W&S Group Thailand.

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C. Detail findings


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C. Detail findings2.1. Brand Awareness : Top of Mind [Top 10 Rank]

To see the power of facial cleaner Brand, can be measured by the level of knowledge of respondents to the facial cleaner Brand. From the results of the Top of Mind (TOM) of the facial cleaner Brand that remembered for the first time and that brand comes to mind spontaneously when speaking in the context of facial cleaner Brand are Pond’s (24.5%,) followed by Smooth E (11.6%). According to the result, it means Pond’s is the most well-known facial cleaner since over 20% of the respondents answered Pond’s as the first facial cleaner Brand that come to their minds.

(n = 1,426)Unit : %

Pond's Smooth E Biore Nivea Garnier Olay Neutrogena Clean & Clear Hada Labo Senka Perfect Whip

24.5

11.6 10.98.6 8.1

5.03.1 2.3 1.9 1.8

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C. Detail findings2.2. Total AwarenessComparing between aided and unaided we can see the significant differences. When looking Unaided of facial cleaner that first comes to mind of the respondent is Pond’s (54.3%) still dominate. However, for Aided of facial cleaner that respondents remembered after being give assistance, Olay (53.8%) get the highest rank, followed by Nivea (46.5%) and Clean & Clear (46.4%). The differences may caused by lack of commercial or the commercial was not impact with the target group, so that consumers cannot readily remember the brand. Different from Top of Mind, Garnier placed the 3rd rank of Total Awareness with 77.6 by the percentage of Aided and Unaided awareness.

Pond's Smooth E Biore Nivea Garnier Olay Neutrogena Clean & Clear Hada Labo Senka Perfect Whip

54.3

34.927.0 26.9 31.8

16.3 9.6 11.7 5.3 4.3

26.8

45.6

40.5 46.545.8

53.8

43.8 46.4

37.4

4.1

81.2 80.5

67.573.4

77.670.2

53.458.1

42.8

8.5

Unaided Aided Total Awareness

*Sort by TOM (n = 1,426)Unit : %

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C. Detail findings


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C. Detail findings3. Expansive [Top 10 Rank]

Pond's

Smooth E

Garnier

Nivea

Preme Nobu

Biore

Clean & Clear

L'Oreal

Olay

Shokubutsu

23.0

16.4

15.3

12.2

5.7

5.4

4.0

3.2

3.0

2.2

Expansive is the spread of facial cleaner Brand that can be seen anywhere. In this study Pond’s (23.0%) took the first place and Smooth E (16.4%) took the second and Garnier (15.3%) took the third. In other words, every brands have a lot of advertising on TV, Event or Roadshow , Internet, Sampling and etc. But Pond’s is the best in this aspect.

(n = 1,426)Unit : %

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C. Detail findings


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C. Detail findings4. Last Purchased [Top 10 Rank]

Pond's

Smooth E

Garnier

Nivea

Clean & Clear

Biore

Neutrogena

L'Oreal

Dr. Montri

Hada Labo

16.5

16.1

13.4

9.7

5.8

5.7

5.3

3.4

3.3

3.3

Last purchased is measured by the level of the respondents percentage who purchased the facial cleaner in the last 3 months.

Pond’s take the first place as the most purchased brand of facial cleaner in the last 3 months (16.5%). Followed by Smooth E (16.1%) at the second place, with only (0.4%) narrow margin. Pond’s and Smooth E have been competing tightly.

(n = 1,426)Unit : %

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C. Detail findings


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C. Detail findings5. Future Intention [Top 10 Rank]

Smooth E

Hada Labo

Preme Nobu

Pond's

L'Oreal

Neutrogena

Garnier

Nivea

Biore

Shokubutsu

11.8

11.8

9.1

7.6

7.6

7.5

6.6

3.6

3.6

3.2

Future Intention measured by the percentage of respondents to the facial cleaner Brand which will be purchased in the future.

From the graph, Smooth E and Hada Labo take the first place by earning 11.8 %, followed by Preme Nobu (9.1%) and Pond’s (7.6%). This result show that Pond’s need to do something to make customer having more potential to purchase their brand in the future.

(n = 1,426)Unit : %

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C. Detail findings

1. Popular Brand Index

2. Brand awareness3. Expansive4. Market Share5. Future Intention6. Switching

17

23%

77%

Switch

Loyal

C. Detail findings6. Switching Switch In & Switch Out [Top 10 Rank]

The result show that 77% of 1426 samples have intention to switch to another facial cleaner Brand and 23% will keep purchase the same facial cleaner brand. This should be a major concern for the facial cleaner business. The facial cleaner company should be taken some action to face intense competition in this industry.

From the Switch In & Switch Out graph shows that Hada Labo has the biggest amount of consumers increase 11.1%), while Pond’s has the biggest amounts of consumer decrease (-11.6%). Pond’s needs to increase consumer loyalty to maintain its rank. (n = 1,091)

*Sort by Last Purchased *Relative to respondents who have intention to switch

-11.6%

-5.6%

-8.9%

-7.8%

-3.9%

-2.6%

3.0%

5.4%

-0.4%

11.1%

Garnier

Clean & Clear

Biore

Dr. Montri

L'Oreal

Pond's

Neutrogena

Nivea

Hada Labo

Smooth E

(n = 1,426)

FOR FURTHER INQUIRIES, PLEASE CONTACT:

W&S Co. Ltd.,» Address : 18th Floor, Room 1808, Two Pacific Place Building, 142 Sukhumvit Road, Klongtoey Subdistrict, Klongtoey District, Bangkok 10110, Thailand» Tel : (+66) 2 6530 411» Email : [email protected]» Website : http://yimresearch.com; http://wsgroup-asia.com/

The copyright of this report belongs to W&S Holdings Joint Stock Company.*** Our report is officially free for those who are interested, and open for using this report as references.For any usages regarding to our results, please refer W&S as your sources of information.

popular brand index on facial cleaner in thailand

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