Overview of Toilet Cleanerproducts in Vietnam market

PBI Survey 2015

Date: 27th Feb 2015 – 1st Mar 2015

Table of content

2

Research Design P.3

Respondent Profile P.4

Research Concept P.5

Research Summary P.6

Detail Findings P.7

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

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 than4,500,000 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 VNDand above

Monthly household income

38.2

61.8

Gender

Male

Female

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 alsorepresent identity of a company. "Brand or trademark is a name or symbolthat is associated with the product/service and cause psychologicalmeaning/association".

In addition, the brand also works as a promotional tools, so that aproduct with certain brand would likely gain popularity or awareness inthe 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 orspread of the brand, total purchase or last used of the brand, andconsumer intention to purchase brand.

Research Concept

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 onnewspapers, 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% ofconsumers, next are DUCK (28.8%) and GIFT (8.1%). In which, about 77% of consumers are loyal andrecommend their currently used brand, the rest of about 23% of consumers switch to another brand andintroduce 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 leavesbehind other brands, which is the reason for VIM to be dominant in this market.

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

64.6

26.5

6.40.0 0.1 0.6 0.0 0.0 0.0 0.0 0.0 1.8

83.9

69.0

37.0

1.87.4

4.1 4.4 3.4 1.4 1.9 0.8

22.6

91.1 90.5

65.6

18.611.2 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 RingFamily

careGood maind

OrchidsOther 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.

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.

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

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

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

Ranks ofPopularity

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&SVietnam 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).

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 withvarious segmentations across Vietnam.

FOR FURTHER INQUIRIES, PLEASE CONTACT:

W&S Joint Stock Company» Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC» Office phone: (848) 38 223 215 Fax: (848) 38 223 216» Email: info@vinaresearch.jp » Website: http://vinaresearch.jp/

The copyright of this report belongs to W&S Joint Stock Company. The results (analyzing, wording, data, tables and graphs) of thissurvey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website addresshttp://vinaresearch.jp).