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The battle of the giants

Unilever vs. P&G - tough battle with no end

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The battle of the giants

  1. 1. May 2015 STUDY ABOUT DETERGENT USAGE OF VIETNAMESE BY DI-MARKETING (www.di-onlinesurvey.com)
  2. 2. 1 SCOPE OF WORK  The survey was conducted to study about detergent market in Vietnam and usage & attitude of Vietnamese toward detergent brands.  Methodology: Online survey  Fieldwork time: 3 days (30/04/2015 to 02/05/2015)  Sample size: N = 1,568  Geography: 5 key cities • Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho
  3. 3. 2 KEY FINDINGS • Majority Vietnamese use detergent under powder type and wash clothes by washing machine • More than 50% people wash their clothes at least 4 times per week • OMO is dominant the detergent market in Vietnam with 69% market share • TVC is the most effective marketing channel for detergent (82%) • 80% people feel satisfied with their current detergent brand • 40% people feel unpleasant with their detergent brands because of skin irritation • Nearly 50% people spend from $5 - $9.5 for each time buying detergent • Majority people buy detergent once/month (41%) • 7/10 people often buy detergent at supermarket • Majority people use fabric softener and most of them choose Comfort – a product of Unilever (70%)
  4. 4. 3 DEMOGRAPHIC INFORMATION Age Gender Living Place Occupation N=1568 5% 46% 23% 26% 0% 10% 20% 30% 40% 50% Under 18 18-25 26-30 Over 30 34% 66% 0% 10% 20% 30% 40% 50% 60% 70% Male Female 2% 2% 3% 17% 26% 50% 0% 10% 20% 30% 40% 50% 60% Hai Phong Can Tho Da Nang Ha Noi Other Ho Chi Minh 3% 3% 5% 5% 10% 13% 29% 31% 0% 5% 10% 15% 20% 25% 30% 35% Factory Worker Job seeker/Retired Others Housewife Self-employed Engineer/Doctor/Teacher Officer Student
  5. 5. 4 HYGIENE PRODUCTS USAGE INCIDENCE What type of hygiene products below are you using? 2% 2% 45% 49% 68% 68% 76% 82% 87% 93% None of above Other Clothes bleach Glass cleaner Liquid hand soaps Toilet bleach Floor cleaner Fabric softener Dishwashing liquid Detergent N=1568
  6. 6. 5 MAJORITY VIETNAMESE USE DETERGENT UNDER POWDER TYPE AND WASH CLOTHES BY WASHING MACHINE What type of detergent do you use? 27% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% Liquid Powder N=1464 0% 36% 64% 0% 20% 40% 60% 80% Bring the clothes to the laundry store Hand washing Washing machine N=1464 How do you often wash your clothes?
  7. 7. 6 MORE THAN 50% PEOPLE WASH THEIR CLOTHES AT LEAST 4 TIMES PER WEEK While male tend to wash clothes just 2-3 times/week (39%), female wash their clothes everyday (39%) How many times do you wash your clothes per week? 1% 2% 1% 8% 10% 7% 34% 39% 32% 19% 17% 21% 37% 32% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female N=1464 Everyday 4-5 times/week 2-3 times/week Once/week Less than once/week
  8. 8. 7 OMO IS THE MOST POPULAR DETERGENT BRAND IN VIETNAM (97%) Which detergent brands below do you know? 3% 35% 39% 43% 56% 62% 73% 75% 81% 81% 97% Other Daso NET My Hao LIX Aba Surf Viso Ariel Tide OMO Total 3% 34% 46% 42% 59% 57% 72% 78% 80% 83% 97% Ho Chi Minh 4% 45% 24% 49% 52% 68% 78% 77% 87% 80% 97% Hanoi 3% 32% 35% 40% 52% 67% 72% 70% 78% 78% 97% Others N=1464
  9. 9. 8 TVC IS THE MOST EFFECTIVE MARKETING CHANNEL FOR DETERGENT (82%) How do you know these brands? Besides, distribution channel is also needed to be concerned as so many people know the brand because they see the products at the stores (70%) 82% 88% 85% 80% 77% 70% 72% 70% 70% 72% 50% 60% 50% 49% 50% 45% 54% 47% 42% 44%43% 40%44% 41% 44% 50% 34% 26% 30% 35% 39%40% 33% 35% 26% 16% 25% 26% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 TV Commercials I see their products at poit of sales Newspaper/Magazines ads I see advertising clips at supermarkets Friends/relatives recommend to me Others OOH ads Internet ads (exclude Facebook) Facebook ads N=1464
  10. 10. 9 OMO GAINS THE BIGGEST MARKET SHARE IN THIS INDUSTRY (69%) Which detergent brand do you use the most? 1% 2% 2% 4% 4% 8% 9% 69% NET LIX Viso Surf Aba Tide Ariel OMO Total 1% 2% 3% 4% 2% 11% 10% 67% Ho Chi Minh 0% 0% 1% 3% 1% 5% 14% 75% Hanoi 1% 3% 2% 4% 9% 6% 6% 70% Others N=1464
  11. 11. 10 UNILEVER IS PENETRATING THE MARKET WITH ITS HIGH MARKET SHARE AS WELL AS GOOD REPUTATION Which of the following detergent brands are you using? Unilever and P&G dominate the market with their diversified product lines in both high and medium segment. This is really hard for domestic brands to compete against those strong competitors 97% 81% 81% 75% 73% 62% 56% 43% 39% 35% 3% 69% 8% 9% 2% 4% 4% 2% 0% 1% 0% 0% 0% 20% 40% 60% 80% 100% 120% OMO Tide Ariel Viso Surf Aba LIX My Hao NET Daso Other N=1464 Awareness Usage
  12. 12. 11 OMO IS CHOSEN BY ITS FAMOUS BRAND (70%) WHILE ARIEL SATISFY ITS USERS BY ITS PLEASANT SCENT (59%) Why do you choose to buy detergent of this brand? 0% 2% 17% 27% 28% 32% 39% 46% 47% 49% 50% 55% 56% 70% Totally clean the stains on the clothes Other Salesmans introduce to me It doesn't cause skin irritation It doesn't fade the color of my clothes Have many product lines Often have promotion programs Good for washing machine Many people use this brand Reasonable price Easy to buy anywhere Whiten the clothes Pleasant scent Famous brands N=1012 OMO 0% 2% 16% 19% 21% 22% 29% 31% 33% 33% 50% 52% 55% 59% Totally clean the stains on the clothes Other Salesmans introduce to me Have many product lines Many people use this brand It doesn't cause skin irritation Often have promotion programs Easy to buy anywhere It doesn't fade the color of my… Reasonable price Famous brands Good for washing machine Whiten the clothes Pleasant scent N=135 ARIEL * Omo and Ariel are hi-end product lines of Unilever and P&G
  13. 13. 12 SURF HAS A GOOD PRICE STRATEGY THAT SATISFY ITS USERS (85%) WHILE TIDE’S COMPETITIVE STRENGTH IS ITS PLEASANT SCENT (73%) TIDE 0% 1% 17% 29% 34% 37% 41% 45% 46% 54% 56% 57% 69% 73% Totally clean the stains on the… Other Salesmans introduce to me Have many product lines It doesn't cause skin irritation Often have promotion programs It doesn't fade the color of my… Many people use this brand Good for washing machine Easy to buy anywhere Whiten the clothes Reasonable price Famous brands Pleasant scent N=118 SURF 0% 2% 10% 12% 19% 21% 29% 37% 37% 40% 44% 50% 77% 85% Totally clean the stains on the… Other Salesmans introduce to me Good for washing machine Many people use this brand Have many product lines Famous brands Whiten the clothes Often have promotion programs It doesn't fade the color of my… It doesn't cause skin irritation Easy to buy anywhere Pleasant scent Reasonable price N=52 Why do you choose to buy detergent of this brand? * Surf and Tide are product lines in medium segment of Unilever and P&G
  14. 14. 13 28% 30% 32% 34% 25% 19% 17% 7% 8% 52% 52% 47% 50% 56% 51% 63% 63% 46% 18% 16% 20% 16% 19% 31% 17% 30% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total OMO Ariel Tide Surf Aba Viso LIX NET N= 1464 Not satisfied at all Not satisfied Neutral Satisfied Totally satisfied Are you satisfied with your current detergent brand? 80% PEOPLE FEEL SATISFIED WITH THEIR CURRENT DETERGENT BRAND
  15. 15. 14 40% PEOPLE FEEL UNPLEASANT WITH THEIR DETERGENT BRANDS BECAUSE OF SKIN IRRITATION What make you feel unsatisfied with your current detergent brand? 0% 4% 8% 16% 20% 20% 24% 24% 24% 28% 28% 28% 40% Difficult to buy because there are just a few stores Unsuitable for washing machine Consultant's attitude makes me feel annoyed Have less promotion programs Bad customer services Unpleasant scent Fade the color of the clothes Cannot whiten the clothes Have just a few product lines Other High price Cannot clean the stains Cause skin irritation N= 25
  16. 16. 15 NEARLY 50% PEOPLE SPEND FROM $5 - $9.5 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 2% 3% 2% 12% 15% 10% 9% 11% 8% 13% 18% 11% 26% 23% 28% 22% 18% 25% 9% 6% 10% 3% 2% 3% 3% 4% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female N= 1464 I don't buy detergent I don't remember Over $14 From $9.5 - $14 From $7 - $9.5 From $5 - $7 From $3 - $5 From $2 - $3 From $1 - $2 Under $1
  17. 17. 16 How often do you buy detergent? MAJORITY PEOPLE BUY DETERGENT ONCE/MONTH (41%) 2% 3% 2% 41% 44% 39% 14% 14% 14% 34% 30% 36% 5% 5% 6% 1% 0% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female N=1464 I don't buy detergent Over 6 months/once 4-6 months/once 2-3 months/once 2-3 times/month Once/month Once/week More than once/week
  18. 18. 17 Where do you buy detergent? 7/10 PEOPLE OFTEN BUY DETERGENT AT SUPERMARKET 0% 0% 3% 6% 22% 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% Other I don't wash my clothes Buy at the convenience store Market Grocery Supermarket N=1464
  19. 19. 18 Do you use fabric softener which is recommended by the detergent producer? MAJORITY PEOPLE USE FABRIC SOFTENER AND MOST OF THEM CHOOSE COMFORT – A PRODUCT OF UNILEVER (70%) which fabric softener brand do you often use? 6% 94% 0% 20% 40% 60% 80% 100% No Yes N=1464 0% 0% 0% 0% 1% 29% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% Goodmaid Afta Khác Daso Softlan Downy Comfort N=1377 Other
  20. 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. 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
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