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Female Deodorant Usage in Vietnam

An online survey of 1,000 Vietnamese women was conducted to study deodorant usage in Vietnam. The key findings were: - Nivea, Rexona, and Dove were the top 3 most well-known brands. TV and trade marketing were effective awareness channels. - Nivea dominated the market with 42% usage, followed by Rexona at 22%. 65% chose deodorants for their nice fragrance. - 24% were dissatisfied that deodorants caused yellow/white stains on clothes. 76% applied deodorant 1-2 times per day. - 89% purchased deodorant at supermarkets. 72% used roll-on deodor

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March 2016 STUDY ABOUT FEMALE DEODORANT USAGE IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com)
1 SCOPE OF WORK  The survey was conducted to study about female deodorant usage in Vietnam  Methodology: Online survey  Fieldwork time: 3 days ( 18/03/2016 to 21/03/2016)  Sample size: N = 1000  Gender: Female  Geography: Nationwide
2 KEY FINDINGS • Nivea, Rexona & Dove are top 3 most well- known brands • TVC & Trade marketing are effective channels to leverage brand awareness • Nivea dominates Vietnam female deodorant market with 42% , followed by Rexona 22% • 65% online customers buy choose deodorant brand cause of its nice fragrance • 24% dissatisfied that deodorant causes yellow/white stain on clothes at under- arm area • 76% users apply deodorant from 1- 2 times / day • 65% spend $2.6 - $5 on each time buying deodorant • 89% buy deodorant at super market, vary from all age • 72% use roll-on deodorant
3 GenderAge OccupationLiving Place N = 1000 4% 3% 4% 7% 7% 8% 28% 40% Others Job seeker/Retired Factory Worker Self-employed Housewife Engineer/Doctor/Teacher Student Officer 100%Female DEMOGRAPHIC INFORMATION 28% 33% 38% 2% Over 30 26-30 18-25 Under 18 29% 2% 2% 4% 19% 43% Others Hải Phòng Cần Thơ Đà Nẵng Hà Nội Hồ Chí Minh
4 5% 28% 33% 36% 38% 40% 41% 43% 43% 59% 60% 74% 78% None of them Eyes liner Facial moisturizer Mascara Body lotion Make up remover Facial mask BB Cream Perfume Moisturize lipsticks Deodorant Facial cleanser Color lipsticks Total 3% 29% 31% 35% 40% 42% 42% 38% 44% 63% 64% 76% 81% Under 18- 25 3% 30% 32% 40% 39% 40% 41% 46% 43% 59% 58% 77% 80% 26- 30 10% 27% 37% 32% 35% 35% 40% 44% 41% 52% 56% 68% 72% Over 30 N = 1000 Which personal care products below are you using ? DEODORANT STANDS IN TOP 3 MOST-USED PERSONALCARE PRODUCT
5 5% 7% 8% 9% 19% 27% 42% 43% 44% 69% 80% 89% 92% Others Stanhome Deo Cream Gamarde Vivite Yves rocher Fresh on Refre Fa Izzi Enchanteur Dove Rexona Nivea Total 6% 6% 6% 7% 19% 26% 48% 47% 47% 68% 83% 92% 92% Ho Chi Minh 4% 7% 8% 9% 17% 24% 35% 44% 38% 70% 76% 85% 91% Ha Noi 5% 8% 11% 11% 21% 29% 37% 38% 45% 70% 80% 86% 94% Others N = 600 Do you know any deodorant brands listed below? NIVEA, REXONA & DOVE ARE TOP 3 MOST WELL- KNOWN BRANDS Enchanteur is also another popular deodorant brand
6 N = 600 If you are using deodorant, how do you know these brands? TVC & TRADE MARKETING ARE EFFECTIVE CHANNELS TO GAIN BRAND AWARENESS Sampling is also effective to reach customers of 26- 30, who shop frequently 2% 25% 30% 33% 41% 44% 50% 50% 54% 70% 76% Others Out of homes Ecommerce sites Through promotion persons Online ads Facebook ads Sampling/ trial products News/ Magazines Friends/ relatives recommendation Through selling places( supermarket,… TV ads Total 2% 22% 29% 34% 39% 43% 46% 52% 58% 72% 80% Under 18- 25 3% 28% 32% 29% 48% 45% 57% 49% 53% 70% 77% 26-30 1% 25% 28% 34% 35% 44% 47% 50% 50% 64% 68% Over 30
7 0% 0% 0% 0% 1% 1% 1% 2% 2% 12% 14% 22% 43% Under 18- 25 N = 600 If you're using deodorant, Which brand of deodorant are you using? NIVEA (42%) DOMINATES VIETNAM FEMALE DEODORANT MARKET, FOLLOWED BY REXONA (22%) 0% 0% 1% 1% 1% 1% 1% 2% 3% 12% 15% 22% 42% Fresh on Vivite Gamarde Stanhome Deo Cream Fa Izzi Refre Yves rocher Others Enchanteur Dove Rexona Nivea Total 0% 1% 1% 1% 2% 1% 2% 2% 3% 10% 14% 24% 41% 26-30 0% 1% 1% 0% 1% 2% 1% 1% 3% 14% 17% 18% 42% Over 30
8 92% 89% 80% 69% 44% 43% 42% 27% 19% 9% 8% 7% 5% 42% 22% 15% 12% 1% 1% 1% 0% 2% 0% 1% 1% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Awareness Uasge N = 600 Do you know any deodorant brands listed below? If you're using deodorant, Which brand of deodorant are you using? NIVEA IS LEADING THE INDUSTRY SINCE IT GAINS HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE
9 Nivea Rexona Dove Enchanteur N = 600 Do you know any deodorant brands listed below? If you're using deodorant, Which brand of deodorant are you using? Awareness High HighLow Low Usage NIVEA LEAVES OTHER COMPETITORS BEHIND IN TERM OF USAGE AND AWARENESS
10 93% 89% 96% 98% 4% 7% 2% 1%1% 3% 2%1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under18- 25 26-30 Over 30 Others Boyfriend/ husband Siblings/ Cousins/ Aunt Mother Myself If you're using deodorant, in your family, who usually buy deodorant for you? N = 600 93% DEODORANT USERS ARE DECISION MAKERS
11 2% 13% 20% 23% 25% 25% 28% 29% 34% 38% 39% 49% 49% 50% 50% 61% 65% Others Foreign brand My friends/relatives recommend the… Frequent promotions Firm under-arm skin Anti bacteria effectively Affordable price Convenient points of sale Whitening my under-arm skin Leave smooth under-arm skin Don't leave white/yellow stain on my… Keeps under- arm skin dry Prevent sweating effectively Long lasting fragrance Trusted brand Prevent body odor effectively Nice fragrance Total 1% 10% 16% 22% 24% 23% 30% 25% 40% 37% 38% 46% 44% 43% 51% 64% 62% Nivea N = 560 If you're using deodorant, Which brand of deodorant are you using? If you buy deodorant yourself, why do you choose that brand? Nivea is mostly chosen cause its fragrance, prevent body odor and whitening under-arm skin Rexona is also loved by both nice fragrance and prevent body odor 1% 6% 19% 18% 17% 17% 25% 33% 22% 34% 28% 42% 48% 46% 44% 58% 58% Rexona NICE FRAGRANCE AND PREVENT BODY ODOR EFFECTIVELY ARE MAIN REASONS FOR CHOOSING THE BRAND N = 237 N = 125
12 0% 9% 23% 25% 31% 33% 23% 27% 35% 37% 40% 58% 56% 54% 54% 63% 73% Dove 5% 17% 25% 22% 23% 22% 26% 25% 37% 45% 42% 51% 45% 63% 46% 49% 69% Enchanteur If you're using deodorant, Which brand of deodorant are you using? If you buy deodorant yourself, why do you choose that brand? 2% 13% 20% 23% 25% 25% 28% 29% 34% 38% 39% 49% 49% 50% 50% 61% 65% Others Foreign brand My friends/relatives recommend… Frequent promotions Firm under-arm skin Anti bacteria effectively Affordable price Convenient points of sale Whitening my under-arm skin Leave smooth under-arm skin Don't leave white/yellow stain… Keeps under- arm skin dry Prevent sweating effectively Long lasting fragrance Trusted brand Prevent body ordor effectively Nice fragrance Total DOVE = FRAGRANCE + PREVENT BODY ODOR + KEEP ARMPIT DRY ENCHANTEUR = NICE AND LONG LASTING FRAGRANCE N = 560 N = 81 N = 65
13 16% 14% 17% 11% 22% 56% 57% 55% 64% 56% 27% 29% 27% 25% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Enchanteur Nivea Dove Rexona Very satisfied Satisfied Normal Unsatisfied Very unsatisfied If you're using deodorant, Which brand of deodorant are you using? How do you feel with your current deodorant brand? (chosen in Q6) 83% ARE SATISFIED WITH THEIR CURRENT DEODORANT BRAND ENCHANTUER IS SATISFIED THE MOST IN COMPARISON WITH OTHERS N = 560 N = 237N = 65 N = 81 N = 125
14 34% 26% 31% 38% 38% 43% 45% 45% 46% 42% 10% 12% 9% 5% 11% 2% 2% 4% 2% 11% 17% 13% 7% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Nivea Rexona Dove Enchanteur I will buy this deodorant brand only I will prefer buying this deodorant brand in priority I will use this deodorant brand parallel with other brand I will buy this deodorant brand , but I also buy at other brands. I will try other deodorant brands If you're using deodorant, which brand of deodorant are you using? What is your usage intention towards this brand in the future? NIVEA HAS THE HIGHEST BRAND LOYALTY COMPARED TO OTHERS N = 560 N = 237 N = 65N = 81N = 125
15 Enchanteur Nivea Dove Rexona N = 560 Are you satisfied with your current brand of deodorant? Will you choose this brand of deodorant for your next shop? Loyalty Satisfaction High Low HighLow NIVEA IS DOING WELL SINCE IT CAN MAKE CUSTOMERS FEEL SATIFISED AND LOYAL TO THE BRAND
16 3% 4% 6% 9% 11% 14% 14% 15% 16% 17% 20% 24% Others Be allegic to skin Prevent body ordor ineffectively Very strong fragrance Prevent sweating ineffectively Fragrance does not last long Darken under- arm skin Do not leave smooth skin Be not effective as advertising Expensive in price Do not whiten/ frighten skin Leave white/yellow stain on my under-arm shirt or T-shirt Total If you're using deodorant, which brand of deodorant are you using? Is there anything that makes you unsatisfied about your current deodorant brand? 1/4 UNHAPPY WITH THEIR BRAND BECAUSE IT CAUSES WHITE / YELLOW STAIN ON CLOTHES AT UNDER-ARM AREA 3% 3% 5% 9% 11% 15% 14% 15% 19% 16% 20% 25% Nivea 2% 4% 5% 8% 6% 11% 17% 13% 18% 13% 22% 26% Rexona N = 560 N = 237 N = 125
17 3% 9% 11% 14% 17% 11% 15% 25% 14% 25% 22% 15% Enchanteur 3% 4% 6% 9% 11% 14% 14% 15% 16% 17% 20% 24% Others Be allegic to skin Prevent body ordor ineffectively Very strong fragrance Prevent sweating ineffectively Fragrance does not last long Darken under- arm skin Do not leave smooth skin Be not effective as advertising Expensive in price Do not whiten/ frighten skin Leave white/yellow stain on my under-arm shirt or T-shirt Total N = 560 If you're using deodorant, which brand of deodorant are you using? Is there anything that makes you unsatisfied about your current deodorant brand? WHILE DOVE LEAVES WHILE/YELLOW STAIN ON CLOTHES, ENCHANTEUR IS EXPENSIVE AND DOES NOT SMOOTH SKIN 0% 2% 6% 9% 14% 19% 15% 12% 11% 19% 15% 31% Dove N = 560 N = 81 N = 65
18 3% 6% 1% 3% 2% 27% 17% 26% 27% 34% 38% 37% 41% 37% 42% 31% 40% 32% 31% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Nivea Rexona Dove Enchanteur I will recommend definitely I will recommend I may recommend I will not recommend I will not recommend definitely If you're using deodorant, which brand of deodorant are you using? What is your ability to recommend your deodorant brand to others? Nivea (77%) has the highest recommendation rate compared to others 69% ARE WILLING TO RECOMMEND THEIR CURRENT DEODORANT BRAND TO OTHERS N = 560 N = 237 N = 65N = 81N = 125
19 If you're using deodorant, which brand of deodorant are you using? What is your most functional concerns when choosing a deodorant? N = 560 4% 6% 2% 5% 4% 4% 7% 3% 9% 9% 10% 8% 10% 8% 9% 14% 11% 12% 11% 11% 17% 18% 16% 16% 44% 42% 44% 44% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 Over 30 Deodorizing effectively Keep my under-arm skin dry Don't leave white/yellow stain on my under-arm shirt or T-shirt Long lasting fragrance Whitening under-arm skin Mosturizing under-arm skin Prevent under-arm hair growing Others 44% CONSIDER DEODORIZING FUNCTION AS AN PRIOR FEATURE TO MAKE PURCHASE DECISION
20 2% 2% 2% 3% 6% 8% 5% 3% 38% 37% 38% 41% 38% 41% 37% 36% 9% 7% 12% 9% 5% 4% 4% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 Over 30 More than 3 times /day 3 times /day 2 times /day Once /day 2-3 days / time 4-6 days / time Once / week Less than once /week How frequent do use apply deodorant? N = 560 76% USERS APPLY DEODORANT FROM 1- 2 TIMES/ DAY
21 3% 4% 2% 4% 5% 6% 2% 7% 8% 10% 8% 4% 17% 18% 16% 17% 29% 33% 29% 25% 30% 22% 35% 36% 8% 8% 9% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 Over 30 More than once / month Once/ month Every 2 months Every 3 months Every 4-6 months More than 6 months I don't remember If you buy deodorant yourself, how frequent do you buy deodorant? N = 560 59% BUY DEODORANT FROM ONCE TO EVERY 2 MONTHS
22 If you buy deodorant yourself, where do you usually buy deodorant? N = 560 SUPER MARKET IS THE BEST PLACE FOR SELLING DEODORANT 3% 18% 30% 36% 89% Others Wet Market Grocery stores Convenient stores Super market Total 4% 16% 28% 30% 89% Under 18- 25 4% 22% 34% 42% 89% 26- 30 2% 15% 28% 39% 91% Over 30
23 5% 1% 2% 1% 12% 22% 4% 4% 4% 6% 11% 12% 7% 10% 15% 14% 13% 29% 23% 30% 38% 26% 17% 36% 37% 41% 33% 30% 30% 15% 31% 13% 10% 13% 7% Total Under $200 $200- under $450 $450- under $700 $700- under $1000 Over $1000 5% 5% 6% 5% 4% 1% 5% 7% 12% 8% 11% 19% 29% 27% 32% 26% 36% 40% 34% 31% 15% 19% 12% 12% Total Under 18- 25 26-30 Over 30 Under $2,5 $2,6- $3,5 $3,6- $5 $5,1- $7 $7,1- $10 Over $10 If you buy deodorant yourself, how much do you spend on deodorant per buying time? N = 560 The higher income, the more they spend for buying deodorant 65% SPEND FROM $2,6- $5 ON DEODORANT PER BUYING TIME
24 If you buy deodorant yourself, how big is the size of your deodorant? N = 560 46% USE 50ML- 70ML DEODORANT VOLUME SIZE 5% 5% 5% 5% 4% 3% 5% 2% 8% 8% 7% 9% 18% 15% 21% 19% 46% 47% 46% 42% 20% 22% 15% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 Over 30 Under 50ml 50ml- 75ml 75ml- 100ml 100ml- 150ml Above 150ml I don't remember/ don’t care
25 72% 69% 73% 75% 11% 12% 7% 12% 17% 18% 20% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 Over 30 Wax (solid) Spray Roll on What type of deodorant do you prefer? N = 560 72% USE ROLL-ON DEODORANT
26 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.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
27 CONTACT US • Indonesia: o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: hendry.p@di-mktg.com o Contact number: +65 822 1345 2555 | +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
28

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Female Deodorant Usage in Vietnam

  • 1.
    March 2016 STUDY ABOUTFEMALE DEODORANT USAGE IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com)
  • 2.
    1 SCOPE OF WORK The survey was conducted to study about female deodorant usage in Vietnam  Methodology: Online survey  Fieldwork time: 3 days ( 18/03/2016 to 21/03/2016)  Sample size: N = 1000  Gender: Female  Geography: Nationwide
  • 3.
    2 KEY FINDINGS • Nivea,Rexona & Dove are top 3 most well- known brands • TVC & Trade marketing are effective channels to leverage brand awareness • Nivea dominates Vietnam female deodorant market with 42% , followed by Rexona 22% • 65% online customers buy choose deodorant brand cause of its nice fragrance • 24% dissatisfied that deodorant causes yellow/white stain on clothes at under- arm area • 76% users apply deodorant from 1- 2 times / day • 65% spend $2.6 - $5 on each time buying deodorant • 89% buy deodorant at super market, vary from all age • 72% use roll-on deodorant
  • 4.
    3 GenderAge OccupationLiving Place N =1000 4% 3% 4% 7% 7% 8% 28% 40% Others Job seeker/Retired Factory Worker Self-employed Housewife Engineer/Doctor/Teacher Student Officer 100%Female DEMOGRAPHIC INFORMATION 28% 33% 38% 2% Over 30 26-30 18-25 Under 18 29% 2% 2% 4% 19% 43% Others Hải Phòng Cần Thơ Đà Nẵng Hà Nội Hồ Chí Minh
  • 5.
    4 5% 28% 33% 36% 38% 40% 41% 43% 43% 59% 60% 74% 78% None of them Eyesliner Facial moisturizer Mascara Body lotion Make up remover Facial mask BB Cream Perfume Moisturize lipsticks Deodorant Facial cleanser Color lipsticks Total 3% 29% 31% 35% 40% 42% 42% 38% 44% 63% 64% 76% 81% Under 18- 25 3% 30% 32% 40% 39% 40% 41% 46% 43% 59% 58% 77% 80% 26- 30 10% 27% 37% 32% 35% 35% 40% 44% 41% 52% 56% 68% 72% Over 30 N = 1000 Which personal care products below are you using ? DEODORANT STANDS IN TOP 3 MOST-USED PERSONALCARE PRODUCT
  • 6.
    5 5% 7% 8% 9% 19% 27% 42% 43% 44% 69% 80% 89% 92% Others Stanhome Deo Cream Gamarde Vivite Yvesrocher Fresh on Refre Fa Izzi Enchanteur Dove Rexona Nivea Total 6% 6% 6% 7% 19% 26% 48% 47% 47% 68% 83% 92% 92% Ho Chi Minh 4% 7% 8% 9% 17% 24% 35% 44% 38% 70% 76% 85% 91% Ha Noi 5% 8% 11% 11% 21% 29% 37% 38% 45% 70% 80% 86% 94% Others N = 600 Do you know any deodorant brands listed below? NIVEA, REXONA & DOVE ARE TOP 3 MOST WELL- KNOWN BRANDS Enchanteur is also another popular deodorant brand
  • 7.
    6 N = 600 Ifyou are using deodorant, how do you know these brands? TVC & TRADE MARKETING ARE EFFECTIVE CHANNELS TO GAIN BRAND AWARENESS Sampling is also effective to reach customers of 26- 30, who shop frequently 2% 25% 30% 33% 41% 44% 50% 50% 54% 70% 76% Others Out of homes Ecommerce sites Through promotion persons Online ads Facebook ads Sampling/ trial products News/ Magazines Friends/ relatives recommendation Through selling places( supermarket,… TV ads Total 2% 22% 29% 34% 39% 43% 46% 52% 58% 72% 80% Under 18- 25 3% 28% 32% 29% 48% 45% 57% 49% 53% 70% 77% 26-30 1% 25% 28% 34% 35% 44% 47% 50% 50% 64% 68% Over 30
  • 8.
    7 0% 0% 0% 0% 1% 1% 1% 2% 2% 12% 14% 22% 43% Under 18- 25 N= 600 If you're using deodorant, Which brand of deodorant are you using? NIVEA (42%) DOMINATES VIETNAM FEMALE DEODORANT MARKET, FOLLOWED BY REXONA (22%) 0% 0% 1% 1% 1% 1% 1% 2% 3% 12% 15% 22% 42% Fresh on Vivite Gamarde Stanhome Deo Cream Fa Izzi Refre Yves rocher Others Enchanteur Dove Rexona Nivea Total 0% 1% 1% 1% 2% 1% 2% 2% 3% 10% 14% 24% 41% 26-30 0% 1% 1% 0% 1% 2% 1% 1% 3% 14% 17% 18% 42% Over 30
  • 9.
    8 92% 89% 80% 69% 44% 43% 42% 27% 19% 9%8% 7% 5% 42% 22% 15% 12% 1% 1% 1% 0% 2% 0% 1% 1% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Awareness Uasge N = 600 Do you know any deodorant brands listed below? If you're using deodorant, Which brand of deodorant are you using? NIVEA IS LEADING THE INDUSTRY SINCE IT GAINS HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE
  • 10.
    9 Nivea Rexona Dove Enchanteur N = 600 Doyou know any deodorant brands listed below? If you're using deodorant, Which brand of deodorant are you using? Awareness High HighLow Low Usage NIVEA LEAVES OTHER COMPETITORS BEHIND IN TERM OF USAGE AND AWARENESS
  • 11.
    10 93% 89% 96% 98% 4% 7% 2% 1%1%3% 2%1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under18- 25 26-30 Over 30 Others Boyfriend/ husband Siblings/ Cousins/ Aunt Mother Myself If you're using deodorant, in your family, who usually buy deodorant for you? N = 600 93% DEODORANT USERS ARE DECISION MAKERS
  • 12.
    11 2% 13% 20% 23% 25% 25% 28% 29% 34% 38% 39% 49% 49% 50% 50% 61% 65% Others Foreign brand My friends/relativesrecommend the… Frequent promotions Firm under-arm skin Anti bacteria effectively Affordable price Convenient points of sale Whitening my under-arm skin Leave smooth under-arm skin Don't leave white/yellow stain on my… Keeps under- arm skin dry Prevent sweating effectively Long lasting fragrance Trusted brand Prevent body odor effectively Nice fragrance Total 1% 10% 16% 22% 24% 23% 30% 25% 40% 37% 38% 46% 44% 43% 51% 64% 62% Nivea N = 560 If you're using deodorant, Which brand of deodorant are you using? If you buy deodorant yourself, why do you choose that brand? Nivea is mostly chosen cause its fragrance, prevent body odor and whitening under-arm skin Rexona is also loved by both nice fragrance and prevent body odor 1% 6% 19% 18% 17% 17% 25% 33% 22% 34% 28% 42% 48% 46% 44% 58% 58% Rexona NICE FRAGRANCE AND PREVENT BODY ODOR EFFECTIVELY ARE MAIN REASONS FOR CHOOSING THE BRAND N = 237 N = 125
  • 13.
    12 0% 9% 23% 25% 31% 33% 23% 27% 35% 37% 40% 58% 56% 54% 54% 63% 73% Dove 5% 17% 25% 22% 23% 22% 26% 25% 37% 45% 42% 51% 45% 63% 46% 49% 69% Enchanteur If you're usingdeodorant, Which brand of deodorant are you using? If you buy deodorant yourself, why do you choose that brand? 2% 13% 20% 23% 25% 25% 28% 29% 34% 38% 39% 49% 49% 50% 50% 61% 65% Others Foreign brand My friends/relatives recommend… Frequent promotions Firm under-arm skin Anti bacteria effectively Affordable price Convenient points of sale Whitening my under-arm skin Leave smooth under-arm skin Don't leave white/yellow stain… Keeps under- arm skin dry Prevent sweating effectively Long lasting fragrance Trusted brand Prevent body ordor effectively Nice fragrance Total DOVE = FRAGRANCE + PREVENT BODY ODOR + KEEP ARMPIT DRY ENCHANTEUR = NICE AND LONG LASTING FRAGRANCE N = 560 N = 81 N = 65
  • 14.
    13 16% 14% 17% 11% 22% 56% 57% 55% 64% 56% 27% 29% 27%25% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Enchanteur Nivea Dove Rexona Very satisfied Satisfied Normal Unsatisfied Very unsatisfied If you're using deodorant, Which brand of deodorant are you using? How do you feel with your current deodorant brand? (chosen in Q6) 83% ARE SATISFIED WITH THEIR CURRENT DEODORANT BRAND ENCHANTUER IS SATISFIED THE MOST IN COMPARISON WITH OTHERS N = 560 N = 237N = 65 N = 81 N = 125
  • 15.
    14 34% 26% 31% 38% 38% 43% 45% 45% 46% 42% 10% 12% 9% 5% 11% 2% 2% 4% 2% 11% 17% 13% 7%6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Nivea Rexona Dove Enchanteur I will buy this deodorant brand only I will prefer buying this deodorant brand in priority I will use this deodorant brand parallel with other brand I will buy this deodorant brand , but I also buy at other brands. I will try other deodorant brands If you're using deodorant, which brand of deodorant are you using? What is your usage intention towards this brand in the future? NIVEA HAS THE HIGHEST BRAND LOYALTY COMPARED TO OTHERS N = 560 N = 237 N = 65N = 81N = 125
  • 16.
    15 Enchanteur Nivea Dove Rexona N = 560 Areyou satisfied with your current brand of deodorant? Will you choose this brand of deodorant for your next shop? Loyalty Satisfaction High Low HighLow NIVEA IS DOING WELL SINCE IT CAN MAKE CUSTOMERS FEEL SATIFISED AND LOYAL TO THE BRAND
  • 17.
    16 3% 4% 6% 9% 11% 14% 14% 15% 16% 17% 20% 24% Others Be allegic toskin Prevent body ordor ineffectively Very strong fragrance Prevent sweating ineffectively Fragrance does not last long Darken under- arm skin Do not leave smooth skin Be not effective as advertising Expensive in price Do not whiten/ frighten skin Leave white/yellow stain on my under-arm shirt or T-shirt Total If you're using deodorant, which brand of deodorant are you using? Is there anything that makes you unsatisfied about your current deodorant brand? 1/4 UNHAPPY WITH THEIR BRAND BECAUSE IT CAUSES WHITE / YELLOW STAIN ON CLOTHES AT UNDER-ARM AREA 3% 3% 5% 9% 11% 15% 14% 15% 19% 16% 20% 25% Nivea 2% 4% 5% 8% 6% 11% 17% 13% 18% 13% 22% 26% Rexona N = 560 N = 237 N = 125
  • 18.
    17 3% 9% 11% 14% 17% 11% 15% 25% 14% 25% 22% 15% Enchanteur 3% 4% 6% 9% 11% 14% 14% 15% 16% 17% 20% 24% Others Be allegic toskin Prevent body ordor ineffectively Very strong fragrance Prevent sweating ineffectively Fragrance does not last long Darken under- arm skin Do not leave smooth skin Be not effective as advertising Expensive in price Do not whiten/ frighten skin Leave white/yellow stain on my under-arm shirt or T-shirt Total N = 560 If you're using deodorant, which brand of deodorant are you using? Is there anything that makes you unsatisfied about your current deodorant brand? WHILE DOVE LEAVES WHILE/YELLOW STAIN ON CLOTHES, ENCHANTEUR IS EXPENSIVE AND DOES NOT SMOOTH SKIN 0% 2% 6% 9% 14% 19% 15% 12% 11% 19% 15% 31% Dove N = 560 N = 81 N = 65
  • 19.
    18 3% 6% 1% 3% 2% 27% 17% 26% 27% 34% 38% 37% 41% 37% 42% 31% 40% 32%31% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Nivea Rexona Dove Enchanteur I will recommend definitely I will recommend I may recommend I will not recommend I will not recommend definitely If you're using deodorant, which brand of deodorant are you using? What is your ability to recommend your deodorant brand to others? Nivea (77%) has the highest recommendation rate compared to others 69% ARE WILLING TO RECOMMEND THEIR CURRENT DEODORANT BRAND TO OTHERS N = 560 N = 237 N = 65N = 81N = 125
  • 20.
    19 If you're usingdeodorant, which brand of deodorant are you using? What is your most functional concerns when choosing a deodorant? N = 560 4% 6% 2% 5% 4% 4% 7% 3% 9% 9% 10% 8% 10% 8% 9% 14% 11% 12% 11% 11% 17% 18% 16% 16% 44% 42% 44% 44% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 Over 30 Deodorizing effectively Keep my under-arm skin dry Don't leave white/yellow stain on my under-arm shirt or T-shirt Long lasting fragrance Whitening under-arm skin Mosturizing under-arm skin Prevent under-arm hair growing Others 44% CONSIDER DEODORIZING FUNCTION AS AN PRIOR FEATURE TO MAKE PURCHASE DECISION
  • 21.
    20 2% 2% 2%3% 6% 8% 5% 3% 38% 37% 38% 41% 38% 41% 37% 36% 9% 7% 12% 9% 5% 4% 4% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 Over 30 More than 3 times /day 3 times /day 2 times /day Once /day 2-3 days / time 4-6 days / time Once / week Less than once /week How frequent do use apply deodorant? N = 560 76% USERS APPLY DEODORANT FROM 1- 2 TIMES/ DAY
  • 22.
    21 3% 4% 2%4% 5% 6% 2% 7% 8% 10% 8% 4% 17% 18% 16% 17% 29% 33% 29% 25% 30% 22% 35% 36% 8% 8% 9% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 Over 30 More than once / month Once/ month Every 2 months Every 3 months Every 4-6 months More than 6 months I don't remember If you buy deodorant yourself, how frequent do you buy deodorant? N = 560 59% BUY DEODORANT FROM ONCE TO EVERY 2 MONTHS
  • 23.
    22 If you buydeodorant yourself, where do you usually buy deodorant? N = 560 SUPER MARKET IS THE BEST PLACE FOR SELLING DEODORANT 3% 18% 30% 36% 89% Others Wet Market Grocery stores Convenient stores Super market Total 4% 16% 28% 30% 89% Under 18- 25 4% 22% 34% 42% 89% 26- 30 2% 15% 28% 39% 91% Over 30
  • 24.
    23 5% 1% 2% 1% 12% 22% 4% 4%4% 6% 11% 12% 7% 10% 15% 14% 13% 29% 23% 30% 38% 26% 17% 36% 37% 41% 33% 30% 30% 15% 31% 13% 10% 13% 7% Total Under $200 $200- under $450 $450- under $700 $700- under $1000 Over $1000 5% 5% 6% 5% 4% 1% 5% 7% 12% 8% 11% 19% 29% 27% 32% 26% 36% 40% 34% 31% 15% 19% 12% 12% Total Under 18- 25 26-30 Over 30 Under $2,5 $2,6- $3,5 $3,6- $5 $5,1- $7 $7,1- $10 Over $10 If you buy deodorant yourself, how much do you spend on deodorant per buying time? N = 560 The higher income, the more they spend for buying deodorant 65% SPEND FROM $2,6- $5 ON DEODORANT PER BUYING TIME
  • 25.
    24 If you buydeodorant yourself, how big is the size of your deodorant? N = 560 46% USE 50ML- 70ML DEODORANT VOLUME SIZE 5% 5% 5% 5% 4% 3% 5% 2% 8% 8% 7% 9% 18% 15% 21% 19% 46% 47% 46% 42% 20% 22% 15% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 Over 30 Under 50ml 50ml- 75ml 75ml- 100ml 100ml- 150ml Above 150ml I don't remember/ don’t care
  • 26.
    25 72% 69% 73% 75% 11% 12%7% 12% 17% 18% 20% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18- 25 26-30 Over 30 Wax (solid) Spray Roll on What type of deodorant do you prefer? N = 560 72% USE ROLL-ON DEODORANT
  • 27.
    26 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.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
  • 28.
    27 CONTACT US • Indonesia: oAddress: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: hendry.p@di-mktg.com o Contact number: +65 822 1345 2555 | +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
  • 29.