Report about Dish Washing Liquid in Vietnam 2015

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Overview of Dishwashing liquid products in Vietnam market PBI Survey 2015 Date: 9 th Feb 2015 10th Feb 2015

Transcript of Report about Dish Washing Liquid in Vietnam 2015

Overview of Dishwashing liquid products in Vietnam market

PBI Survey 2015

Date: 9th Feb 2015 – 10th Feb 2015

Table of content

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Research Design P.3

Respondent Profile P.4

Research Concept P.5

Research Summary P.6

Detail Findings P.7

Research Design

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Research Method Internet Sampling

Fieldwork Period 9th Feb 2015 – 10th Feb 2015

Research Area Vietnam (Nationwide)

Respondent Criteria Female only

Sample Size 620 samples

Survey Content Dishwashing liquid brand awareness

Expansive of Dishwashing liquid Brand

Dishwashing liquid brand ever used

Dishwashing liquid brand used in the past 3 months

Dishwashing liquid brand most often used in the past 3 months

Dishwashing liquid brand use in the future

Dishwashing liquid brand recommendation

Respondent Profile

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Unit: %

40.5

33.7

25.8

Living area

HCMC

Hanoi

Others provinces

39.2

36.6

24.2

Age

20 - 24 years old

25 - 29 years old

30 years old and above

7.0

12.7

34.5 34.7

11.1

Less than 4,500,000 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 VND and above

Monthly household income

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

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There are only 2 key players in Dishwashing liquid market

Regarding brand awareness, Sunlight is dominant on consumers’ mind with 85.0% of Top of mind awareness This key brand is aware of by 99.0% of total awareness, followed by My hao and Lix with 95.6% and 59.2%, respectively.

Consistently, Sunlight is also advertised on media channels the most often, with 90.6% of consumers finding Sunlight on newspapers, television, internet, etc., next are My hao and Gift.

The market is not much competitive because Sunlight is dominant brand used the most often by 82.6% of consumers, next is My hao (10.6%). In which, about 75% of consumers are loyal to their currently used brand, the rest of about 25% of consumers switch to another brand to use. Around 70% of brand users will recommend their currently used brand, while 30% of those will introduce another brand to their relatives / friends.

Sunlight users are satisfied with their current brand the most (3.98 mean), next mention is My hao brand (3.85 mean).

Popularity of Dishwashing liquid brands are clear distinction ranking

Sunlight’s Popular brand Index ranks the first (82.5), the next popular player is My hao (8.5). Sunlight popularity leaves behind other brands, which is the reason for Sunlight to be dominant in this market.

Detail Findings

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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

85.0

11.3

1.6 0.3 1.1 0.2 0.0 0.0 0.0 0.0 0.3 0.2

98.7

75.2

18.4 15.2 13.9 6

0.8 3.4 0.3 1 0.5

17.8

99.0 95.6

59.2 53.1 52.9

30.0 24.5 23.1

12.7 9.5 6.0 5.3 7.3

Top of Mind

Total spontaneous awareness

Total brand awareness

Sunlight My Hao Lix Gift Amway Lemon Net Soft Greenlif

e Kit Sach

Dish Drops

Other brands

85.0 11.3 1.6 0.3 1.1 0.0 0.2 0.0 0.0 0.0 0.0 0.3 0.2

98.7 75.2 18.4 15.2 13.9 0.0 6 0.8 3.4 0.3 1 0.5 17.8

99.0 95.6 59.2 53.1 52.9 30.0 24.5 23.1 12.7 9.5 6.0 5.3 7.3

Q. Regarding Dishwashing liquid brands, which brands do come to your mind?[FA] (n=620) Q. Which brands do you know in the list below? [MA] (n=620)

1. Dishwashing liquid Brand Awareness

Unit: %

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Sunlight is dominant on consumers’ mind with 85.0% of Top of mind awareness

Sunlight is aware of by most of consumers with 99.0% of total awareness.

Followed by My hao and Lix with 95.6% and 59.2%, respectively.

Q. Which Dishwashing liquid brands are easily found on media including: Television, radio, ad words, newspaper, etc.,? [MA] (n=620)

2. Expansive of Dishwashing liquid Brand

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

90.6% of consumers found Sunlight on newspapers, television, internet, etc.,.

Next mentioned brand is My hao and Gift, which can also be easily found on media.

Q. Which brand did you use the most often in the past 3 months?[SA] (n=620) Q. Which brand is the first choice when you buy in the next purchase? [SA] ] (n=620) Q. When there are relatives/ friends ask you about Dishwashing liquid brand to use, which brand do you recommend for them? [SA] (n=620)

3. Dishwashing liquid Brand Repertoire

Unit: %

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The market is not much competitive

Sunlight is dominant in Dishwashing liquid market with 82.6% of brand users, followed by My hao (10.6%).

About 75% of consumers are loyal to their currently used brand, the rest of about 25% of consumers switch to another

brand to use.

Around 70% of brand users will recommend their currently used brand, while 30% of those will introduce another

brand to their relatives / friends.

Most often Brand loyalty Recommendation

Not loyalty / not advocacy 0.0 25.3 27.1

Other brands 2.0 1.1 1.0

Lix 1.9 0.8 0.6

Amway 2.9 2.1 2.1

Mỹ hảo 10.6 4.8 4.5

Sunlight 82.6 65.8 64.7

Q. Which brand do you currently use the most often?[SA] (n=620) Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=620)

Unit: %

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79.7%

45.5%

72.2%

41.7%

20.3%

54.5%

27.8%

58.3%

Sunlight (n=512)

My hao (n=66)

Amway (n=18)*

Lix (n=36)

Loyal brand users Users that intend to switch brand

BRAND IN THE NEXT PURCHASE

Sunlight My hao Amway Lix Others Total

BRAND MOST OFTEN

USE

Sunlight 79.7 1.6 14.3 1.4 3.0 100.0

My hao 40.9 45.5 7.6 1.5 4.5 100.0

Amway* 27.5 0.0 72.2 0.0 0.3 100.0

Lix 41.7 0.0 8.3 41.7 8.3 100.0

Sunlight users are loyal with their own brand the most

The loyalty towards Sunlight is high (79.7%), whereas current users of My hao are not much loyal to their currently

used brand (only 45.5%).

Brand intending to buy in the next purchase

*Note: Based on those who will buy in the next purchase * Small sample size, just for reference only

4. Dishwashing liquid brand Loyalty / Switching

2.0%

3.0%

0.4%

1.5%

12.7%

18.2%

22.2%

25.0%

68.0%

62.1%

61.1%

66.7%

17.0%

15.2%

16.7%

8.3%

Sunlight (n=512)

My hao (n=66)

Amway (n=18)*

Lix (n=36)

Definitely unsatisfied Unsatisfied Neutral Satisfied Definitely satisfied

Mean

3.98

3.85

3.94

3.83

* Small sample size, just for reference only

5. Dishwashing liquid Brand Satisfaction

Sunlight users are satisfied with their currently used brand the most (3.98 mean), next mention is My

hao brand (3.85 mean).

Q. How is your satisfaction towards the brand that you used the most often in the past 3 months (n=620) 12

Ranks of Popularity

Dishwashing liquid brand

Popular Brand Index

1 Sunlight 82.4

2 My hao 8.5

3 Amway 4.7

4 Lix 1.6

5 Gift 1.1

The PBI is obtained by Internet Sampling method, where using online panel with 620 respondents in W&S Vietnam database (Vinaresearch). The results obtained for Dishwashing liquid Product with PBI concept are:

Q. Regarding Dishwashing liquid brands, which brands do come to your mind?[FA] (n=620) Q. Which Dishwashing liquid Brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?[MA] (n=620) Q. Which brand did you use the most often in the past 3 months?[SA] (n=620) Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=620)

6. Popular Brand Index Results (PBI)

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Sunlight’s Popular brand Index ranks the first (82.4), the next popular player is My hao (8.5).

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.

FOR FURTHER INQUIRIES, PLEASE CONTACT: W&S Joint Stock Company » Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC » Office phone: (848) 38 223 215 Fax: (848) 38 223 216 » Email: [email protected] » Website: http://vinaresearch.jp/

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).