Breeze brand is dominating Thai detergent market. Find more at: http://www.di-onlinesurvey.com/

1. July 2015
STUDY ABOUT DETERGENT USAGE OF THAI
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about detergent market in
Thailand and usage & attitude of Thai toward detergent brands
 Methodology: Online survey
 Fieldwork time: 11 days (15/05/2015 to 25/05/2015)
 Sample size: N = 283
 Geography: Nationwide

3. 2
KEY FINDINGS
• 92% Thai use detergent under liquid type (only 27% in Vietnam)
• Breeze is the leader in Thai market with 42% share while Omo is
dominating Vietnam market (69% market share)
• Surprisingly, outdoor ad is an effective marketing channel in Thai to reach
consumers while this marketing method doesn’t work in Vietnam
• 95% Thai feel satisfied with their current detergent brand
• A half of Thai consumers buy detergent once/month at supermarket
• 53% spend from $3 - $9 for each time buying detergent
• Majority people buy detergent once/month (41%)
• Majority people use fabric softener and Comfort – a product of Unilever is
used the most (37%)

4. 3
DEMOGRAPHIC INFORMATION
Age Gender
Living Place Occupation
N=283
29%
19%
52%
18-25
26-30
Over 30
14%
86%
Male
Female
47%
53%
Others
Bangkok
1%
4%
4%
7%
7%
8%
17%
52%
Factory Worker
Job seeker/Retired
Engineer/Doctor/Teacher
Housewife
Others
Self-employed
Student
Office worker

5. 4
15%
24%
34%
59%
65%
80%
83%
86%
Glass cleaner
Clothes bleach
Liquid hand soaps
Floor cleaner
Toilet bleach
Fabric softener
Detergents
Dishwashing liquid
N = 283
HYGIENE PRODUCTS USAGE INCIDENCE
What type of hygiene products below are you using?

6. 5
1%
21%
77%
Bring the clothes to the laundry store
Hand washing
Washing machine
N = 243
8%
92%
Powder
Liquid
N = 243
MAJORITY THAI USE DETERGENT UNDER LIQUID TYPE AND WASH
CLOTHES BY WASHING MACHINE
What type of detergent do you use? How often do you wash your clothes?

7. 6
12% 10% 12%
8%
5%
9%
44%
43%
44%
34% 43%
32%
2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
N = 243
Less than once/week
Once/week
2-3 times/week
4-5 times/week
Everyday
78% PEOPLE WASH THEIR CLOTHES AT LEAST
ONCE PER WEEK
How many times do you wash your clothes per week?

8. 7
BREEZE, ATTACK AND OMO ARE THE MOST POPULAR
DETERGENT BRANDS IN THAILAND
Which detergent brands below do you know?
N=243
1%
10%
25%
52%
71%
75%
83%
90%
90%
Others
Bright
Jaew
Pro
Essence
Pao
Omo
Attack
Breeze
Total
1%
12%
19%
55%
72%
74%
83%
88%
89%
Bangkok
2%
9%
31%
49%
71%
76%
83%
92%
91%
Others

9. 8
TVC IS THE MOST EFFECTIVE MARKETING CHANNEL FOR
DETERGENT (95%)
How do you know these brands?
Surprisingly, outdoor ads is one of key source of brand awareness in Thailand
N=243
95%
93% 93%
97%
53%
63%
50% 48%46%
52%
44% 43%
39%
46%
39%
35%
38%
35%
43%
38%
12%
16% 17%
8%
4%
7% 6%
1%1% 1% 2% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
TV commercials Outdoor ads (banner, bilboard,…)
Ads on newspaper/magazine Online Ads (Website, facebook, forums….)
Facebook Ads Friends /family recommendation
Sale person introduce the brand to me Other

10. 9
1%
1%
8%
13%
13%
21%
42%
Others
Jaew
Pao
Essence
Omo
Attack
Breeze
Total
1%
0%
8%
16%
11%
19%
44%
Bangkok
0%
2%
9%
9%
15%
23%
40%
Others
BREEZE IS THE LEADER OF THE INDUSTRY WITH 42% SHARE
Which detergent brand do you use the most?
N=243
Essence is used more in Bangkok than other provinces

11. 10
Which of the following detergent brands are you using?
90% 90%
83%
75%
71%
52%
25%
10%
1%
42%
21%
13%
8%
13%
0% 1% 0% 0%
Breeze Attack Omo Pao Essence Pro Jaew Bright Others
Awareness
Usage
N=243
BREEZE IS PENETRATING THE MARKET WITH ITS HIGH MARKET
SHARE AS WELL AS GOOD REPUTATION

12. 11
THERE IS A BIG GAP AMONG BREEZE AND OTHER PLAYERS
Which of the following detergent brands are you using?
N=243
Breeze
Omo
Pao
Essence
Attack
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
60% 65% 70% 75% 80% 85% 90% 95% 100%
Usage
Awareness

13. 12
2%
14%
16%
25%
25%
25%
27%
35%
42%
48%
49%
54%
67%
Salesmans introduce to me
Have many product lines
It doesn't fade the color of my clothes
Famous Brand
Many people use this brand
Often have promotion programs
It doesn't cause skin irritation
Good for washing machine
Whiten the clothes
Reasonable price
Easy to buy anywhere
Pleasant scent
Can clean the stains
Breeze (N = 119)
BREEZE IS CHOSEN BECAUSE IT’S ABLE TO CLEAN STAINS
WHILE ATTACT SATISFY ITS USERS BY ITS PLEASANT SCENT
Why do you choose to buy detergent of this brand?
• Breeze is the product of Unilever
• Attack is the product of Kao group
0%
7%
15%
22%
17%
18%
35%
27%
38%
53%
43%
68%
60%
Attack (N = 60)

14. 13
5%
11%
11%
14%
16%
19%
32%
35%
38%
38%
41%
86%
Have many product lines
Good for washing machine
Many people use this brand
Famous Brand
Often have promotion programs
It doesn't fade the color of my clothes
Whiten the clothes
It doesn't cause skin irritation
Reasonable price
Easy to buy anywhere
Can clean the stains
Pleasant scent
Essence (N = 36)
OMO IS CHOSEN BY ITS PRICE WHILE ESSENCE IS HIGHLY
APPRECIATED FOR ITS PLEASANT SCENT
Why do you choose to buy detergent of this brand?
• Omo is the product of Unilever
• Essence is the product of LION
11%
27%
8%
19%
30%
14%
46%
38%
54%
41%
51%
49%
Omo (N = 37)

15. 14
Are you satisfied with your current detergent brand?
95% PEOPLE FEEL SATISFIED WITH THEIR CURRENT
DETERGENT BRAND
5% 3% 7% 3%
11%
60%
58%
55% 63%
59%
35%
39% 38%
34% 30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Essence Attack Breeze Omo
N = 243
Totally satisfied
Satisfied
Neutral
Dissatisfied
Totally Dissatisfied

16. 15
53% PEOPLE SPEND FROM $3 - $9 FOR EACH TIME BUYING
DETERGENT
How much on average do you pay each time to buy detergent?
Female spend more than male when buying detergent
1% 2%4%
9%
4% 1%
14%
21%
17%
10%
53%
54%
56%
52%
28%
14%
24%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
N = 243
Over $9
$3 - $9
$2 - $3
$1 - $2
Under $1

17. 16
1% 1% 1%
7%
10%
4%
8%
11%
12%
15% 8%
51% 44%
46%
58%
25% 30%
30%
21%
4% 2% 6% 4%
1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
N = 243
Over 6 months/once
4-6 months/once
2-3 months/once
Once/month
2-3 times/month
Once/week
More than once/week
How often do you buy detergent?
50% BUY DETERGENT ONCE/MONTH

18. 17
1%
3%
11%
86%
1%
1%
11%
86%
5%
10%
85%
Other
Tradition market
Convenient store
Supermarket
N = 243
Others
Bangkok
Total
Where do you buy detergent?
9 IN 10 OFTEN BUY DETERGENT AT SUPERMARKET

19. 18
2%
5%
11%
14%
32%
37%
Other
Hygiene
Essence
Fineline
Downy
Comfort
N = 228
Do you use fabric softener which is
recommended by the detergent producer?
MAJORITY PEOPLE USE FABRIC SOFTENER AND COMFORT – A
PRODUCT OF UNILEVER IS USED THE MOST (37%)
which fabric softener brand do you often use?
6%
94%
No
Yes
N = 243

20. 19
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

21. 20
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

22. 21