Overview of Fabric Conditioner products in Vietnam market

PBI Survey 2015

Date: 26th Feb – 01st Mar 2015

Table of content

2

Research Design P.3

Respondent Profile P.4

Research Concept P.5

Research Summary P.6

Detail Findings P.7

Research Design

3

Research Method Internet Sampling

Fieldwork Period 26th Feb 2015 – 01st Mar 2015

Research Area Vietnam (Nationwide)

Respondent Criteria Female only

Sample Size 500 samples

Survey Content Fabric Conditioner brand awareness

Expansive of Fabric Conditioner Brand

Fabric brand ever used

Fabric brand used in the past 3 months

Fabric Conditioner brand most often used in the past 3 months

Fabric Conditioner brand use in the future

Fabric Conditioner brand recommendation

Respondent Profile

4

Unit: %

39.4

36.2

18.8

5.6

Age

20 - 24 years old 25 - 29 years old

30 - 39 years old 40 years old and over

2.6 6.6

15.0

29.0

46.8

Monthly household income

Class E & F (1 - 2,999,999 VND) Class D (3,000,000 - 4,999,999 VND)

Class C (5,000,000 - 7,499,999 VND) Class B (7,500,000 - 14,999,999 VND)

Class A (15,000,000 VND and over

PBI (Popular Brand Index)

POPULAR BRAND INDEX (PBI)

Top of Mind

(TOM)

Expansive

Last Used

Future Intention

Additional Information :

• Top of Mind (TOM) = First brand mentioned by respondents.

• Expansive = Scope and spread of brand.

• Last Used/ Market Share = Total purchase or last used brand in past 3 months.

• Future Intention = Consumer intention to purchase brand.

Brand is one of the most important assets of the company and also represent identity of a company. "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 works as a promotional tools, so that a

product with certain brand would likely gain popularity or awareness in the community and affect consumer behavior.

W&S study based on development of PBI (Popular Brand Index)

concept which includes 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.

Research Concept

Research Summary

6

There are only 2 key players in Fabric Conditioner market – Comfort and Downy

Regarding brand awareness, Comfort is dominant on consumers’ mind with 67.4% of Top of mind awareness. Almost consumers are aware of Comfort and Downy.

Comfort is also advertised on media channels the most often with 75.8% of consumers finding it on newspapers, television, internet,…. The following brand is Downy with 22.4%.

The fabric conditioner is not much competitive because Comfort is a leading brand with 60.6% of brand users, next is Downy (35.6%). In which, around 80% of consumers are loyal with or advocacy their currently most used brand, while the rest of 20% of consumers tend to switch to another brand to use or recommend another brand to their relatives, friends.

In summary, the Fabric Conditioner market is stable with high loyalty & satisfaction of users toward two key players Comfort and Downy.

Popularity of Fabric Conditioner brands are clear distinction ranking

Comfort’s Popular brand Index ranks the first (65.0), the next popular player is Downy (31.8). Comfort leaves behind other brands even Downy in term of Popular brand Index to be the leading player in this market.

Detail Findings

7

Brand Awareness P.8

Brand Expansive P.9

Repertoire Brand Usage P.10

Loyalty / Switching P.11

Brand Satisfaction P.12

PBI (Popular Brand Index) P.13

67.4

30.6

.4 .2 .2 1.2

96.4 91.0

7.8 12.8

4.4

18.8

99.0 98.0

15.4

34.0

51.4 40.6

TOM

Total Spontaneous

Total Awareness

Q. Regarding Fabric Conditioner brands, which brands do come to your mind?[FA] (n=500) Q. Which brands do you know in the list below? [MA] (n=500)

1. Fabric Conditioner Brand Awareness

Unit: %

8

Comfort is dominant on consumers’ mind with 67.4% of Top of mind awareness

Almost consumers are aware of Comfort and Downy (99.0% vs. 98.0%, respectively).

Comfort Downy D-Nee Softlan Lix Others

67.4 30.6 0.4 0.2 0.2 1.2

96.4 91.0 7.8 12.8 4.4 18.8

99.0 98.0 15.4 34.0 51.4 40.6

Q. Which Fabric Conditioner brands are easily found on media including: Television, radio, ad words, newspaper, etc.,? [MA] (n=500)

2. Expansive of Fabric Conditioner Brand

9

Consistently, Comfort is also advertised on media channels the most often

75.8% of consumers found Comfort on newspapers, television, internet, etc.,.

Next mentioned brand is Downy which can be also found easily on media with 22.4%.

Most often Brand Loyalty Recommendation

Not loyalty / Not recommnend 0 18.6 21.6

Others 1.6 1 1

D-Nee 0.6 0 0

Lix 0.8 0.4 0.4

Softlan 0.8 0.4 0.4

Downy 35.6 28.2 26.8

Comfort 60.6 51.4 49.8

Q. Which brand did you use the most often in the past 3 months?[SA] (n=500) Q. Which brand is the first choice when you buy in the next purchase? [SA] ] (n=500) Q. When there are relatives/ friends ask you about Fabric Conditioner brand to use, which brand do you recommend for them? [SA] (n=500)

3. Fabric Conditioner Brand Repertoire

Unit: %

10

The market is not much competitive

Comfort is leading brand in Fabric Conditioner market with 60.6% of brand users, followed by Downy (35.6%).

Nearly 80% of consumers are loyal with their currently used brand, the rest of about 20% of consumers switch to

another brand to use.

Beside that, around 80% of brand users will recommend their currently used brand, while 20% of those will introduce

another brand to their relatives / friends.

Q. Which brand do you currently use the most often?[SA] (n=500) Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=500)

Unit: %

11

84.8

79.2

15.2

20.8

Comfort (n=249)

Downy (n=134)

Loyal brand users Users that intend to switch brand

BRAND IN THE NEXT PURCHASE

Comfort Downy Others

BRAND MOST OFTEN

USE

Comfort 84.8 13.5 1.7

Downy 16.9 79.2 3.9

The market is stable with high loyalty of users toward two key players Comfort and Downy (84.8% vs.

79.2%, respectively).

Brand intending to buy in the next purchase

*Note: Based on those who will buy in the next purchase

4. Fabric Conditioner brand Loyalty / Switching

.3

2.2

9.9

11.2

71.3

61.2

18.5

25.3

Comfort (n=249)

Downy (n=134)

Definitely unsatisfied Unsatisfied Neutral Satisfied Definitely satisfied

5. Fabric Conditioner Brand Satisfaction

Nearly 90% of users are satisfied with their current brands Comfort and Downy.

Q. How is your satisfaction towards the brand that you used the most often in the past 3 months (n=500) 12

4.08

4.07

Mean

Ranks of Popularity

Fabric Conditioner brand

Popular Brand Index

1 Comfort 65.0

2 Downy 31.8

3 Softlan 0.6

4 D-Nee 0.5

5 Lix 0.5

The PBI is obtained by Internet Sampling method, where using online panel with 500 respondents in W&S Vietnam database (Vinaresearch). The results obtained for Fabric Conditioner Product with PBI concept are:

Q. Regarding Fabric Conditioner brands, which brands do come to your mind?[FA] (n=500) Q. Which Fabric Conditioner Brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?[MA] (n=500) Q. Which brand did you use the most often in the past 3 months?[SA] (n=500) Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=500)

6. Popular Brand Index Results (PBI)

13

Comfort’s Popular brand Index ranks the first (65.0), followed by Downy with 31.8.

W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed over 140,000 members panel with various segmentations across Vietnam.

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The copyright of this report belongs to W&S Joint Stock Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website address http://vinaresearch.jp).