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IFM triggers-barriers-growth case study

Triggers/ barriers/ growth potential study

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

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IFM triggers-barriers-growth case study

  • 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
  • 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