Facial Cleanser Vietnam Popular Brand 2015

Popular Brand Index

March 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 05th March 2015 – 10th March 2015

Research Area Vietnam (Nationwide)

Respondent Criteria Female only

Sample Size 770 samples

Survey Content Brand Awareness of Facial Cleanser

Brand Advertising Expansive of Facial Cleanser

Facial Cleanser Brands ever used

Facial Cleanser Brands used in the past 3 months

Facial Cleanser Brand used most often within the past 3 months

Facial Cleanser Brand choose to use in the future

Facial Cleanser Brand would recommend

Respondent Profile

4

Unit: %

45.8

32.7

21.4

Current Living Area

HCMC (n=353)

Ha Noi (n=252)

Others (n=165)

26.2 19.7

28.1

18.8

5.3 1.4 0.4

0.0

20.0

40.0

60.0

1 - 2.999.999

VND

3.000.000 -

4.499.999 VND

4.500.000 -

7.499.999 VND

7.500.000 -

14.999.999

VND

15.000.000 -

29.999.999

VND

30.000.000 -

49.999.999

VND

50.000.000

VND and above

Monthly Household Income

7%

45% 29%

16%

3% Age

16 - 19 y.o (n=53)

20 - 24 y.o (n=346)

25 - 29 y.o (n=226)

30 - 39 y.o (n=125)

40 y.o and above (n=20)

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 to gain popularity or awareness in the community and affect consumer behavior. 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.

Research Concept

Research Summary

6

Relative low general PBI confirms the high competitiveness of Facial Cleanser market

with many available alternatives.

POND’s, Bioré and NIVEA are the top 3 popular facial cleansers among surveyed

consumers, and said to appear most often on media channels such as TV, newspaper or

magazines.

POND’s gains highest Top-of-mind recall rate with 31.9% and 96.5% of recognition. The

brand has a rather high mean satisfaction score of 3.92/5.00, most repeated buyers as

well as mainly potential buyers switching from Bioré and NIVEA.

Placed second among top recall brands with 96.5% is Bioré. With a mean score of

4.00/5.00, the brand has the most satisfied users. Therefore, Biore users are highly loyal

with their own brand, just following the leader Pond's (61.1% vs. 65.2%)

Third-best recalled brand of the mass range is NIVEA, with a total awareness of 92.7%.

Despite a good mean satisfaction score of 3.89, the conversion rate of NIVEA is high with

56.6% and the brand is likely to lose 20.5% of current buyers to POND’s and Bioré.

DETAIL FINDINGS

7

1. Brand Awareness

2. Expansive

3. Frequent User

4. Loyalty/ Switching

5. Brand Satisfaction

6. PBI (Popular Brand Index)

8

POND'

S Bioré NIVEA

Clean

&Clea

r

Acnes Olay E100 Essan

ce

L'ORE

AL OHUI

The

Face

Shop

THOR

AKAO

Skinfo

od VICHY

Lanco

me

TOM 31.9 22.4 10.3 3.8 6.8 2.5 2.3 0.1 0.7 0.0 2.2 0.5 0.4 0.3 0.1

Spontaneous Awareness 68.4 54.0 43.2 23.7 32.8 14.3 10.7 2.0 2.2 1.6 7.4 4.0 2.7 1.6 1.0

Total Awareness 96.5 96.5 92.7 79.7 77.5 74.2 66.1 54.3 50.5 46.0 42.2 35.6 25.8 22.9 22.9

0.0

20.0

40.0

60.0

80.0

100.0

1. Brand Awareness

POND’s is best recalled among Facial Cleansers

It gains both highest recall rates for TOM (31.9%) and Total awareness (96.5%).

Placed second and third-best are Bioré and NIVEA of the mass range, with a total awareness of

96.5% and 92.7%, respectively.

Q. What product (brand) comes to your mind when mention Facial cleanser? [FA] (n=770) Q. Please tell us all Facial cleanser products (brands) that you know or ever heard of in the list below? [MA] (n=770)

9

2. Brand Expansive

POND’s dominates the media channels for Face cleanser

More than half of the surveyed consumers chose POND’s as the brand they see most often on TV,

newspaper or magazines.

Bioré and NIVEA comes second and third comparably with 15.7% and 11.2%.

Q. Which Facial cleanser brands that you often see information or advertisements on Newspapers / Magazines / TV / Billboards? [SA] (n=770)

POND’S 56.2

Bioré 15.7

NIVEA 11.2

Acnes 6.9

Clean&Clear 3.5

33.4

45.1

35.5

25.3

21.4

11.7

7.7

6.6

10.8

6.4

4.2

10.4

6.9

5.6

7.5

4.7

4.0

24.0

15.8

13.1

Not loyal / Advocate POND'S Bioré NIVEA Acnes Clean&Clear Others

3. Brand Repertoire

Unit: %

10

POND’s, Bioré and NIVEA are the top 3 popular facial cleansers among surveyed consumers.

33.4% of the consumers search for an alternative in next purchase while 66.6% are loyal to the

current brand. However, not all of them will recommend the brand to relatives/friends.

Q. Among the products using in the recent 3 months, which Facial cleanser brand you use most often? [SA] (n=770) Q. Which Facial cleanser product you consider to buy in the next purchase? [SA] (n=770) Q. Which Facial cleanser product will you recommend your friends, relatives, family? [SA] (n=770)

BRAND USE MOST OFTEN

BRAND LOYALTY

BRAND ADVOCACY

65.2

61.1

43.4

58.8

56.9

34.8

38.9

56.6

41.3

43.1

POND'S (n=273)

Bioré (n=90)

NIVEA (n=83)

Acnes (n=80)

Clean&Clear (n=58)

Loyal User Non-Loyal User

Among top 5 brands, POND’s has the most repeated buyers with 65.2%, and gains main

proportion of potential customers switching from Bioré and NIVEA.

Contrarily, the conversion rate of NIVEA is high with 56.6% and likely to lose 20.5% buyers to

POND’s and Bioré.

Q. Among the products using in the recent 3 months, which Facial cleanser brand you use most often? [SA] (n=770) Q. Which Facial cleanser product you consider to buy in the next purchase? [SA] (n=770)

Unit: %

11

CURRENT BRAND

BRAND FOR THE NEXT PURCHASE

POND'S Bioré NIVEA Acnes Clean&Clear

Others

POND'S (n=273) 65.2 2.9 4.0 5.1 2.6 20.1

Bioré (n=90) 12.2 61.1 3.3 6.7 0.0 16.7

NIVEA (n=83) 14.5 6.0 43.4 3.6 3.6 28.9

Acnes (n=80) 7.5 6.3 1.3 58.8 3.8 22.5

Clean&Clear (n=58)

5.2 6.9 5.2 1.7 56.9 24.1

*Loyal / Non-Loyal User of current brand

4. Brand Loyalty/ Switching

5. Brand Satisfaction

Bioré users are satisfied with their current brand the most, followed by POND’s

and Acnes closely.

Q. How satisfied are you with the Facial cleanser product used most often in recent 3 months? (n=770)

Unit: %

12

POND'S

(n=273)

Bioré

(n=90)

NIVEA

(n=83)

Acnes

(n=80)

Clean&Clea

r (n=58)

Totally dissatisfied 1.5 0.0 1.2 0.0 1.7

Dissatisfied 0.7 0.0 1.2 2.5 0.0

Neither satisfied nor dissatisfied 19.8 15.6 19.3 16.3 24.1

Satisfied 60.4 68.9 63.9 68.8 67.2

Totally satisfied 17.6 15.6 14.5 12.5 6.9

0.0

20.0

40.0

60.0

80.0

100.0

Mean 3.92 4.00 3.89 3.91 3.78

Rank Facial Cleanser

Brands Popular Brand

Index

1 POND'S 36.9

2 Bioré 15.4

3 NIVEA 9.9

4 Acnes 8.5

5 Clean&Clear 5.2

The PBI is obtained by Internet Sampling method, where using online panel with 770 respondents of Vinaresearch proprietary panel’s database. The results obtained for Facial Cleanser Products with PBI concept are:

6. Popular Brand Index Results (PBI)

13

Within the mass range, POND’s gains highest Popular Brand Index with 36.9% and Bioré follows with 15.4%.

Relative low general PBI also confirms the high competitiveness of Facial Cleanser market with many alternatives.

Q. What product (brand) comes to your mind when mention Facial cleanser? [FA] (n=770) Q. Which Facial cleanser brands that you often see information or advertisements on Newspapers / Magazines / TV / Billboards? [SA] (n=770) Q. Among the products using in the recent 3 months, which Facial cleanser brand you use most often? [SA] (n=770) Q. Which Facial cleanser product you consider to buy in the next purchase? [SA] (n=770)

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).