X has an opportunity to become the #1 anti-dandruff brand in HCMC. Currently, 55% of men with dandruff do not use anti-dandruff shampoo. The research found that the top benefits consumers want are effective dandruff removal, relief from itchy scalp, and smooth hair. Younger consumers aged 18-30 are more open to new brands and cited relief from scalp flakiness as important. The study recommends X focus communications on dandruff removal effectiveness and unique benefits. It also suggests targeting younger consumers through social media, point-of-sale displays, and sports sponsorships.

1. Triggers / Barriers / Growth potential study
BRAND Y Anti-Dandruff Shampoo
Prepared by:
Infocus Mekong Research

2. 2
X has a big opportunity to become #1 Anti Dandruff brand in HCMC. As they look at their current
consumers, male is where they have under-served significantly. Some objectives are deployed by
Company R team as below:
Anti-
dandruff
users vs
non-users
Drivers &
barriers of
anti-
dandruff
shampoo
usage
Shampoo
usage in
HCMC
X
awareness
and usage
BACKGROUND & OBJECTIVES
Objective questions:
Barriers of
H&S usage
Brand usage
of non-
users
Media
behavior
and
activities

3. TARGET RESPONDENT &
LOCATIONS / SAMPLE SIZE
❑ Gender: Males
❑ Age: 18 – 45 y.o.
❑ HH Monthly Income: 5mil – 10mil VND (40%), 10 mil – 20mil VND (30%)
and 20mil - >50mil VND (30%)
❑ Location: HCMC
❑ Total Sample: N=300
❑ Anti-dandruff shampoo users and non-users
❑ Sampling: random sampling
METHODOLOGY
❑ Mobile survey
❑ Length of interview: 15 minutes per respondent
3
RESEARCH METHODOLOGY

4. 4
RESPONDENT PROFILE
27% 23% 30% 21%
38%
25% 28%
23%
30%
13%
48% 49% 47% 49% 50%
20+mil
15-20mil
<15mil
AGE
FAM.
INCOME
16% 16% 16% 16% 25%
41% 40% 42% 41%
38%
43% 43% 42% 43% 38%
Total
n=315
AD users
n=141
AD non-users
n=174
H&S users
n=132
H&S non-users
n=8
31-45
25-30
18-24

5. 5
5
Dandruff Incidence

6. 16%
11%
10%
13%
48%
43%
37%
44%
37%
46%
53%
43%
31-45
25-30
18-24
Total
Mild (1-3) - Not much dandruff Medium (4-7) - Often have dandruff
Heavy (8-10) - Usually have dandruff
Dandruff severity
Dandruff Incidence
Yes,
48.9%
No,
51.1%
S3. Do you have Dandruff?
S4. How do you rate your amount of dandruff from 1-10?
Roughly a half of male suffer
from dandruff, most of them
are from 18-30 years old.
87% of male sustain from
medium to heavy dandruff.
16
Age: 18-30 y.o: 56%
31-45 y.o: 44%

7. Dandruff annoyance
39%
48%
12%
37%
41%
22%
40%
49%
10%
39%
49%
10%
Little white flakes on
shoulders/hair
Itching scalp Oily Scalp
Total 18-24 y.o 25-30 y.o 31-45 y.o
S4.1. What is the most annoying issue about your Dandruff?
The most dandruff annoyance are itching scalp, next to little white flakes on shoulders/ hair.
Those symptoms are come from younger age group 18-30y.o.
17

8. 81%
36% 31% 26% 23%
16% 16%
7%
78%
36% 38% 34%
26% 26% 21%
11%
83%
36%
25%
19% 20%
9% 11%
4%
Hyperm
arket/Su
permark
et
Traditio
nal
Conveni
ence
E-
commer
ce
Wet
market
Specialt
ystores
Health/
Beauty
chains
faceboo
k
Channel Penetration
Total
Users
Non-users
0.6%
0.6%
15%
69%
15%
18%
65%
16%
17%
67%
16%
Other
Once a week
Once every 2-3 days
Once a day
More than once a day
45%
55%
Yes
No
8
Shampoo users’ behavior – AD shampoo users vs non-users
55% of men suffering from dandruff do not use AD shampoo. A majority of them use men shampoo.
67% of men wash hair once a day with the bottle 300-500ml, which is consumed the most.
Hyper/ supermarket, traditional grocery and convenience stores are the top 3 channels for their
purchase.
S5. Which type of shampoo are you using?
S6. How often do you use the shampoo?
S7. What types of shampoo bottle you usually purchase?
S8. Which of the following channels do you usually purchase?
Base: n=315
AD shampoo users
vs. non-users
Frequency of
shampoo usage
25%
24%
34%
16%
12%
30%
43%
14%
19%
27%
38%
15%
700-900ml
500-700ml
300-500ml
150-300ml
Type of shampoo bottle
purchased

9. 27%
30%
30%
53%
25%
23%
38%
55%
25%
32%
36%
36%
Barriers to user anti-dandruff shampoo
28%
34%
51%
I do not pay attention
to
All anti-Dandruff
shampoo do not have
the benefit I want
I use my family
shampoo
Current shampoo
removes Dandruff
Total
(n=174)
18-24 y.o
(n=28)
25-30 y.o
(n=73)
31-45 y.o
(n=73)
Q7. Why don’t you use anti-dandruff shampoo?
The anti-dandruff shampoo are not utilized mainly because of the current shampoo they are
using can remove dandruff and then they use the family shampoo. However, 18-24 year olds may
be more open to trial and conversion as only 36% agree with present shampoo efficacy
21

10. 82%
12%
12%
6%
6%
6%
6%
12%
6%
6%
6%
83%
19%
13%
10%
6%
6%
4%
4%
4%
2%
2%
2%
2%
8%
10
The gaps of anti-dandruff shampoo benefits
Among 28% of non AD shampoo users suppose “all AD shampoo doesn’t have their expected
benefits” are looking for “the effectiveness of dandruff treatment”, “get rid of scaly and itching
scalp” and “make their hair smooth”. For younger consumer, get rid of scaly itchy scalp is also
important as is scalp not greasy
n=48
Q8. You assume “all anti-Dandruff shampoo which I knew, don’t have the benefit I am
looking for”, please show which benefit you are looking for?
Effectiveness of dandruff treatment
Get rid of scaly and itching scalp
Make hair smooth
Do not lose hair
The scalp is not greasy
Fragrant
Reasonable price
Cool
Do no harmful for scalp
Don't make scalp red
Healthy hair
Healthy scalp
Clean hair
Do not know
82%
18%
14%
18%
5%
9%
5%
5%
5%
9%
89%
33%
11%
22%
11%
11%
Total 18-24 y.o 25-30 y.o 31->50 y.o

11. 11
Brand efficacy on dandruff
Among key brands, CX is judged less effect then others, whereas C and Q are highly appreciated on
their efficacy, Hence opening up opportunity for Y to compete with X brand .
n=315
Q10. Do you still have dandruff after using the shampoo?
15% 13% 15% 16%
31%
0%
40% 39% 38%
58%
46%
50%
33%
45% 48% 47%
26% 23%
50%
67%
100%
Nivea (n=20) Romano
(n=54)
X-men (n=72) Clear (n=110) Dược Liệu
Thái Dương
(n=13)
Playboy (n=6) Balea (n=3) OGX (n=2)
Yes Just a little No, not at all
Key competitive brands 2ndary competitive brands
Note: sample too small
Opportunity

12. 54%
63%
46%
38%
33%
21%
21%
8%
13%
76%
62%
32%
28%
25%
24%
19%
21%
13%
12
70%
57%
34%
32%
30%
23%
21%
18%
14%
Brand with good
quality/performance
Popular, famous brands
Brand has well advertising (on
TV, online, …)
Recommended by friends/
relatives/ colleagues
Brand with value for money
Brand with many products on
display at the store
Brand with good scent
Brand with discount/ sales
promotion
Recommended by brands
promotion staffs (PG/PB) in…
Drivers to use the current anti-dandruff shampoo
Q2. Which of the following reasons make you use the current anti-
dandruff shampoo?
Total
(n=141)
Clear
(n=68)
Head & Shoulders
(n=24)
The key drivers for AD shampoo users are “brand with good quality/ performance” (70%), popular/
famous brands” (57%) and “brand has well advertising”.
Note Y brand out performs clear on Popular and advertising but lower on efficacy - Is there problem
with Y?

13. RECOMMENTATIONS
Brand selection criteria / communications
▪ X is clearly at risk, with only 26% success rate at curing dandruff, a huge opportunity
▪ Key communications
▪ dandruff removal effectiveness
▪ removes scaly/itchy scalp (33%) and greasy hair for younger respondents (22%)
Media channels
▪ A strong focus on social media, specifically facebook and to a lesser extent Youtube should be
adapted
▪ VN express is also important as is TV to a certain respect.
▪ However, a key driver should include PoS materials at major shopping venues as their
favorite activity is shopping, hence driving exposure
▪ Activation around coffee shops is also a key way to reach these consumers.
▪ Finally, aligning Y to sports in terms of sponsorship should also be considered
Target consumers
• Target younger consumer 18-30 as their vanity lays a role in heir grooming regiment.
• Only 36% of younger consumers note the their present shampoo does and effective job on
dandruff
• See next slide
1

14. Ralf Matthaes
Managing Director
Tel: +84-8 2262-7627
Mobile: +84-903-949-531
Website: www.ifmresearch.com
ifmpanel website: www.ifmpanel.com
Email: Ralf.matthaes@infocusmekong.com
21 Phung Khac Koan St., Dist.1, HCMC, Vietnam
AGILE – ACCURATE – ACTIONABLE