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What women really want?

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Besides a good husband, all women want is a no leaking sanitary pad

Find more at:
http://www.di-onlinesurvey.com/

Published in: Healthcare
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What women really want?

  1. 1. April 2015 DI-MARKETING STUDY ABOUT SANITARY PAD USAGE OF VIETNAMESE FEMALE
  2. 2. 2 3% 25% 2% 2% 5% 6% 5% 3% 11% 91% 75% 93% 95% 84% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 16 16-25 26-30 Over 30 Traditional Sanitary pad Tampon Others MOST OF VIETNAMESE WOMEN STILL PREFER TRADITIONAL SANITARY PAD What type of sanitary pad, do you usually use? N=933 Tampon seem to be more preferred to under 16 years old age group with 25%.
  3. 3. 3 6% 4% 6% 25% 50% 19% 34% 24% 60% 50% 65% 53% 61% 9% 10% 9% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 16 16-25 26-30 Over 30 1-2 pads 3-4 pads 5-6 pads More than 6 pads MAJORITY WOMEN USE 3-4 PADS PER DAY DURING MENSTRUATION PERIOD Under 16 years old age use more sanitary pads than other age groups since a half of them change 5-6 pads/day during menstruation period How frequent do you use sanitary pad per day during menstruation ? N= 933
  4. 4. 4 ABSORBENCY IS THE MOST IMPORTANT FACTOR OF SANITARY Top 4 criteria for choosing a sanitary brand are absorbency ( 85%), comfort ( 83%), size ( 69%) and design (68%) What are criteria effecting your choice of sanitary pad ? N=933 18% 44% 53% 55% 59% 61% 63% 68% 69% 83% 85% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Package Design Thiness Price Materials Germicide Fragrant trusted Brand Design ( have wings/not wings) Size Comfort Absorbency Business should create more sanitary type with different size and design to fit with Vietnamese female usage
  5. 5. 5 KOTEX AND DIANA ARE BRANDS THAT GAIN HIGHEST BRAND RECOGNITION IN VIETNAM MARKET What sanitary pad brand are you aware of ? N=933 92% 100% 94% 93% 87% 92% 100% 93% 90% 89% 71% 50% 64% 78% 76% 53% 50% 38% 68% 65% 39% 25% 34% 43% 43% 23% 25% 22% 22% 28% 12% 5% 15% 25% 10% 7% 10% 16% 3% 2% 5% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 16 16-25 26-30 Over 30 Kotex Diana Laurier Whisper Freedom Sophie Modess Belle Flora Others
  6. 6. 6 TV IS THE MOST EFFECTIVE MARKETING CHANNEL FOR SANITARY BRANDS How do you know about those sanitary pad brands? N=933 2% 10% 20% 27% 31% 41% 46% 48% 48% 71% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Others Doctor/ Pharmacist recommendation Outdoor ads (banner, bilboard,…) Sale person introduce at the selling place I got it as promotion gift from other products Many people use that sanitary pad Online Ads (Website, facebook, forums….) Friends /family recommendation Ads on newspaper/magazine See the brand in many selling places ( supermarket, convenient stores,ect) TV commercials
  7. 7. 7 DIANA AND KOTEX ARE LEADERS IN VIETNAM MARKET WITH 44% AND 43% MARKET SHARE RESPECTIVELY What sanitary pad brand do you use the most in the last 3 month? N=933 4% 2% 3% 8%6% 5% 6% 9% 43% 50% 45% 44% 37% 44% 50% 46% 42% 41% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 16 16-25 26-30 Over 30 Diana Kotex Laurier Whisper Freedom Sophie Others Modess Belle Flora
  8. 8. 8 GOOD QUALITY IS STILL THE KEY SUCCESS OF TWO DOMINANT BRANDS KOTEX AND DIANA Beside good quality ( 81% for Diana, 76% for Kotex), trusted brand and good price are also affecting on buying behavior of Vietnamese female What sanitary pad brand do you use the most in the last 3 month? N=402 2% 2% 6% 10% 10% 16% 34% 37% 65% 67% 81% 0% 20% 40% 60% 80% 100% Others Foreign brand Favorite Presenter Love the the advertising Vietnamese brand Nice packaging Variety of sanitary pad… Frequently have good… Good price Trusted brand Good quality ( no leaking) Diana 2% 3% 6% 7% 7% 17% 42% 46% 65% 66% 76% 0% 20% 40% 60% 80% Others Foreign brand Favorite Presenter Love the the advertising Vietnamese brand Nice packaging Frequently have good… Variety of sanitary pad type Trusted brand Good price Good quality ( no leaking) Kotex N=410 Why do you use that brand the most?
  9. 9. 9 LAURIER IS APPRECIATED BY ITS QUALITY WHILE WHISPER IS CHOSEN BY TRUSTED BRAND N= 55 2% 5% 9% 11% 13% 22% 29% 33% 56% 58% 80% 0% 20% 40% 60% 80% 100% Others Love the the advertising Vietnamese brand Foreign brand Favorite Presenter Nice packaging Variety of sanitary pad type Frequently have good… Good price Trusted brand Good quality ( no leaking) Laurier 8% 11% 11% 19% 19% 33% 42% 47% 47% 75% 78% 0% 20% 40% 60% 80% 100% Others Vietnamese brand Love the the advertising Favorite Presenter Foreign brand Frequently have good… Good price Nice packaging Variety of sanitary pad… Good quality ( no leaking) Trusted brand Whisper N= 36 What sanitary pad brand do you use the most in the last 3 month? Why do you use that brand the most?
  10. 10. 10 21% 23% 20% 20% 58% 25% 56% 57% 65% 15% 75% 16% 17% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 16 16-25 26-30 Over 30 Once/week 2-3 times/month Once/month Once every 2-3 months Once every more than 3 months I don't buy MORE THAN A HALF OF VIETNAMESE WOMEN BUY SANITARY PAD ONCE PER MONTH Female under 16 years old use sanitary pad more than other age groups since 75% of them 2-3 times/ month How often do you buy sanitary pad? N=933
  11. 11. 11 GROCERY IS THE TOP DISTRIBUTION OF SANITARY PAD 52% female would buy sanitary pad at Grocery store, Supermarket is the second place with 32% and Convenient store is in the third place with 21% Where do you usually buy sanitary pad? N=933 0% 1% 4% 7% 20% 21% 32% 52% 0% 10% 20% 30% 40% 50% 60% Others Ecommerce Website ( Lazada, Vatgia, C discounts) Pharmacies Beauty and pharmacy chain ( Medicare, Guardian) Tradition market Convenient store Supermarket Grocery store
  12. 12. 12 19% 25% 9% 4% 20% 14% 32% 30% 22% 13% 17% 47% 58% 39% 50% 44% 45% 44% 49% 50% 52% 30% 17% 39% 38% 80% 38% 21% 22% 26% 30% 26% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I don’t buy I don't remember Over $5 Over $2-$5 From $1-$2 Below $1 MAJORITY FEMALE SPEND BETWEEN $2-$5 FOR SANITARY EACH PURCHASE Secondary school pupil send less than other groups with $1-$2 each time How much on average do you spend each time on buying sanitary pad? N=933 What is your occupation?
  13. 13. 13 61% 33% 42% 42% 40% 56% 73% 37% 66% 60% 67% 39% 67% 58% 58% 60% 44% 27% 63% 34% 40% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% No Yes SANITARY PAD IS NOT ONLY USED DURING MENSTRUATION DAYS 61% female still use sanitary pads besides their menstruation period. Factory worker least use with 33% while Engineer/Doctor/Teacher most use with 73% Beside menstruation period, do you use sanitary pad? N=933 What is your occupation?
  14. 14. 14 DAILY SANITARY PAD TYPE IS USED THE MOST BESIDE MENSTRUATION PERIOD What type of sanitary pad do you use beside menstruation period? N=567 1% 18% 39% 84% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Others Night sanitary pad Before/after period sanitary pad Daily sanitary pad
  15. 15. 15 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 • Thailand: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing) o Email: woon.k@di-mktg.com o Contact number: +66 092-282 7992
  16. 16. 16 CONTACT US • Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: pratama.hendry@dreamincubator.com.sg o Contact number: +65 6671 9290 | +65 8518 3870 • India: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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