Overview of Toilet Cleaner products in Vietnam market PBI Survey 2015 Research Design Research Method: Internet Sampling Fieldwork Period: 27thFeb 2015–1stMar2015 Research Area: Vietnam (Nationwide) Respondent Criteria: Male & Female Sample Size: 850 samples Survey Content: Toilet cleaner brand awareness Expansive of Toilet cleaner Brand Toilet cleaner brand ever used Toilet cleaner brand used in the past 3 months Toilet cleaner brand most often used in the past 3 months Toilet cleaner brand use in the future Toilet cleaner brand recommendation

1. Overview of Toilet Cleaner
products in Vietnam market
PBI Survey 2015
Date: 27th Feb 2015 – 1st Mar 2015

2. Table of content
2
Research Design P.3
Respondent Profile P.4
Research Concept P.5
Research Summary P.6
Detail Findings P.7

3. Research Design
3
Research Method Internet Sampling
Fieldwork Period 27th Feb 2015 – 1st Mar 2015
Research Area Vietnam (Nationwide)
Respondent Criteria Male & Female
Sample Size 850 samples
Survey Content Toilet cleaner brand awareness
Expansive of Toilet cleaner Brand
Toilet cleaner brand ever used
Toilet cleaner brand used in the past 3 months
Toilet cleaner brand most often used in the past 3 months
Toilet cleaner brand use in the future
Toilet cleaner brand recommendation

4. Respondent Profile
4
Unit: %
44.0
34.6
21.4
Living area
HCMC
Hanoi
Others provinces
38.1
35.6
26.2
Age
20 - 24 years old
25 - 29 years old
30 years old and above
7.2
15.2
33.8 32.7
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
38.2
61.8
Gender
Male
Female

5. PBI (Popular Brand Index)
POPULAR
BRAND
INDEX
(PBI)
Top of
Mind
(TOM)
Expansive
Last Used
Future
Intention
𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 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

6. Research Summary
6
 There are only 2 key players in Toilet Cleaner market
Regarding brand awareness, VIM is dominant on consumers’ mind with 64.6% of Top of mind awareness.
This key brand is aware of by 91.1% of total awareness, followed by DUCK and GIFT with 90.5% and 65.6%,
respectively.
Consistently, VIM is also advertised on media channels the most often, with 64.2% of consumers finding VIM on
newspapers, television, internet, etc., next are DUCK and GIFT.
The market is not much competitive because VIM is dominant brand used the most often by 60.5% of
consumers, next are DUCK (28.8%) and GIFT (8.1%). In which, about 77% of consumers are loyal and
recommend their currently used brand, the rest of about 23% of consumers switch to another brand and
introduce another brand to their relatives / friends.
 Popularity of Toilet Cleaner brands are clear distinction ranking
VIM’s Popular brand Index ranks the first (60.9), the next popular player is DUCK (28.9). VIM popularity leaves
behind other brands, which is the reason for VIM to be dominant in this market.

7. 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

8. 64.6
26.5
6.4
0.0 0.1 0.6 0.0 0.0 0.0 0.0 0.0 1.8
83.9
69.0
37.0
1.8
7.4
4.1 4.4 3.4 1.4 1.9 0.8
22.6
91.1 90.5
65.6
18.6
11.2 10.5 8.7 6.5 6.2 3.2 2.5
22.6
Top of Mind
Total spontaneous awareness
Total brand awareness
VIM DUCK GIFT LiFt Vixol OKAY VMC Ring
Family
care
Good
maind
Orchids
Other
brands
64.6 26.5 6.4 0.0 0.1 0.6 0.0 0.0 0.0 0.0 0.0 1.8
83.9 69.0 37.0 1.8 7.4 4.1 4.4 3.4 1.4 1.9 0.8 22.6
91.1 90.5 65.6 18.6 11.2 10.5 8.7 6.5 6.2 3.2 2.5 22.6
Q. Regarding Toilet Cleaner brands, which brands do come to your mind?[FA] (n=850)
Q. Which brands do you know in the list below? [MA] (n=850)
1. Toilet Cleaner Brand Awareness
Unit: %
8
VIM is dominant on consumers’ mind with 64.6% of Top of mind awareness
 VIM is aware of by most of consumers with 91.1% of total awareness.
 Followed by DUCK and GIFT with 90.5% and 65.6%, respectively.

9. Q. Which Toilet Cleaner brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?
[MA] (n=850)
2. Expansive of Toilet Cleaner Brand
9
Consistently, VIM is also advertised on media channels the most often
 64.2% of consumers found VIM on newspapers, television, internet, etc.,.
 Next mentioned brand is DUCK and GIFT, which can also be easily found on media.

10. Q. Which brand did you use the most often in the past 3 months?[SA] (n=850)
Q. Which brand is the first choice when you buy in the next purchase? [SA] ] (n=850)
Q. When there are relatives/ friends ask you about Toilet Cleaner brand to use, which brand do you recommend for them? [SA] (n=850)
3. Toilet Cleaner Brand Repertoire
Unit: %
10
The market is not much competitive
 VIM is dominant in Toilet Cleaner market with 60.5% of brand users, followed by DUCK (28.8%) and GIFT (8.1%).
 About 77% of consumers are loyal and recommend their currently used brand, the rest of about 23% of consumers
switch to another brand and introduce another brand to their relatives / friends.
Most often Brand loyalty Recommendation
Not loyalty / not advocacy 0.0 22.6 23.0
Other brands 1.1 0.9 0.9
OKAY 1.5 1.2 1.2
GIFT 8.1 5.6 5.6
DUCK 28.8 21.8 21.5
VIM 60.5 47.9 47.8

11. Q. Which brand do you currently use the most often?[SA] (n=850)
Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=850)
Unit: %
11
79.2%
75.5%
69.6%
76.9%
20.8%
24.5%
30.4%
23.1%
VIM (n=514)
DUCK (n=245)
GIFT (n=69)
OKAY (n=13)*
Loyal brand users Users that intend to switch brand
BRAND IN THE NEXT PURCHASE
VIM DUCK GIFT OKAY Others Total
BRAND
MOST
OFTEN
USE
VIM 79.2 13.8 5.3 0.4 1.3 100.0
DUCK 17.1 75.5 4.1 1.2 2.1 100.0
GIFT 15.9 13.0 69.6 0.0 1.5 100.0
OKAY* 15.4 7.7 0.0 76.9 0.0 100.0
Sunlight users are loyal with their own brand the most
 The loyalty towards VIM is high (79.2%), followed by DUCK (75.5%).
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. Toilet Cleaner brand Loyalty / Switching

12. 1.6%
0.8%
1.4%
0.2%
0.4%
13.8%
13.9%
20.3%
67.1%
70.6%
62.3%
46.2%
17.3%
14.3%
15.9%
53.8%
VIM (n=514)
DUCK (n=245)
GIFT (n=69)
OKAY (n=13)*
Definitely unsatisfied Unsatisfied Neutral Satisfied Definitely satisfied
Mean
3.98
3.97
3.91
4.54
* Small sample size, just for reference only
5. Toilet Cleaner Brand Satisfaction
There is no significant difference among Toilet Cleaner brand satisfaction.
Q. How is your satisfaction towards the brand that you used the most often in the past 3 months (n=850)
12

13. Ranks of
Popularity
Toilet cleaner brand Popular Brand Index
1 VIM 60.9
2 DUCK 28.9
3 GIFT 7.5
4 OKAY 1.0
The PBI is obtained by Internet Sampling method, where using online panel with 850 respondents in W&S
Vietnam database (Vinaresearch). The results obtained for Toilet Cleaner Product with PBI concept are:
Q. Regarding Toilet Cleaner brands, which brands do come to your mind?[FA] (n=850)
Q. Which Toilet Cleaner Brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?[MA] (n=850)
Q. Which brand did you use the most often in the past 3 months?[SA] (n=850)
Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=850)
6. Popular Brand Index Results (PBI)
13
 VIM’s Popular brand Index ranks the first (60.9), the next popular player is DUCK (28.9).

14. 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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HCMC
» Office phone: (848) 38 223 215 Fax: (848) 38 223 216
» Email: info@vinaresearch.jp
» Website: http://vinaresearch.jp/
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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).