Pulppy is dominating the tissue market in Vietnam Find more at: http://www.di-onlinesurvey.com/

1. August, 2015
STUDY ABOUT TISSUE USAGE IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about the tissue market in
Vietnam as well as consumer behavior toward tissue.
 Methodology: Online survey
 Fieldwork time: 3 days (20/8/2015 to 23/8/2015)
 Sample size: N = 1101
 Geography: Nationwide

3. 2
KEY FINDINGS
• Puppy, An An and Bless You are the most popular brands
• Point of sale and TVC are main sources of brand awareness
• Puppy is the leader of market with 29% share
• Smoothness and good price are decisive factors for choosing tissue
brand
• Pocket and unscented tissue is the most preferred type
• 82% are satisfied with their current tissue brand
• Let Green brand high highest level of loyal consumers with 37%
• Supermarket is the most preferred place for buying tissue

4. 3
What is your age group?
N= 1094
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
5%
44%
28%
23%
Under 18
18-25
26-30
Over 30
28%
72%
Male
Female
3%
4%
4%
6%
9%
10%
28%
35%
Job seeker/Retired
Factory Worker
Housewife
Others
Self-employed
Engineer/Doctor/Teacher
Student
Officer
34%
23%
43%
Others
Hanoi
Ho Chi Minh

5. 4
What tissue brands are you aware of?
N= 1094
PUPPY, AN AN AND BLESS YOU ARE MOST WELL-KNOWN
TISSUE BRANDS
9%
13%
15%
16%
19%
22%
24%
33%
41%
47%
48%
49%
56%
60%
68%
Metro Hanoi
Sentons
Cellox
Toply
Kleenex
Let green
Tessa
Watersilk
Coop-mart
Saigon
Big C
Emos
Bless you
An An
Puppy
Total
3%
9%
13%
12%
19%
22%
25%
17%
49%
50%
48%
45%
63%
66%
80%
Ho Chi Minh
19%
19%
21%
22%
23%
22%
24%
65%
25%
36%
43%
54%
51%
50%
58%
Hanoi
11%
14%
13%
16%
16%
20%
22%
33%
42%
50%
50%
52%
50%
60%
59%
Others
Watersilk tissue brand is the most popular and Hanoi

6. 5
How do you know about those tissue brands?
N= 1094
POINT OF SALE AND TVC ARE MAIN SOURCES
OF BRAND AWARENESS
4%
15%
28%
31%
41%
31%
26%
48%
59%
Under 18
2%
16%
25%
30%
33%
37%
38%
47%
64%
18-25
3%
24%
33%
35%
39%
40%
41%
51%
68%
26-30
6%
24%
32%
35%
38%
36%
39%
57%
66%
Over 30
3%
20%
29%
32%
36%
37%
38%
51%
65%
Others
Outdoor ads (banner,
bilboard,…)
Facebook ads
Online Ads
Ads on
newspaper/magazine
I saw many people use that
brand
Friends /family
recommendation
TV commercials
See the brand at point of
sale
Total

7. 6
Which tissue brand do you use the most?
N= 1094
PUPPY IS THE LEADER WITH 29% MARKET SHARE,
FOLLOWING BY BLESS YOU WITH 18%
1%
1%
1%
1%
1%
1%
4%
4%
4%
6%
8%
10%
12%
18%
29%
Metro Hanoi
Cellox
Tessa
Toply
Sentons
Kleenex
Coop-mart
Let green
Saigon
Big C
Watersilk
An An
Emos
Bless you
Puppy
Total
2%
0%
0%
2%
2%
0%
13%
2%
2%
15%
15%
9%
20%
9%
9%
Under 18
1%
1%
1%
1%
1%
2%
3%
6%
4%
7%
8%
8%
12%
16%
28%
18-25
0%
1%
1%
1%
0%
1%
3%
2%
6%
2%
9%
12%
12%
18%
32%
26-30
0%
1%
0%
0%
3%
1%
3%
2%
4%
5%
6%
14%
9%
23%
30%
Over 30
Emos is preferred the most by under 18 age group

8. 7
What tissue brands are you aware of?
N= 1094
PUPPY GAINS HIGHEST BRAND AWARENESS AS WELL AS
MARKET SHARE
68%
60%
56%
49%
48% 47%
41%
33%
24%
22%
19%
16% 15%
13%
9%
29%
10%
18%
12%
6% 4% 4%
8%
1%
4%
1% 1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Awareness
Usage
Which tissue brand that you are using?

9. 8
What tissue brands are you aware of?
N= 1094
Which tissue brand that you are using?
Puppy
Bless you
Emos
An An
Watersilk
Big C
Saigon
Let green
Usage
Awareness
Low
Low High
High
PUPPLY LEAVES OTHER PLAYERS FAR BEHIND IN TERM OF USAGE
AND BRAND AWARENESS

10. 9
What are the reasons for choosing that brand?
N= 1094
OVERALL, SMOOTH PAPER AND PRICE ARE THE KEY FACTORS FOR
CHOOSING A TISSUE BRAND
4%
11%
14%
14%
23%
24%
25%
25%
28%
38%
49%
53%
57%
67%
Foreign brand
Sale person recommended at points of sale
Vietnamese brand
Have good promotion and discounts
Whiter than other brands
Contains no chemicals
Made from pure paper powder
Others
Many types of packaging
Nice packaging
Trusted brand
Paper thick, chewy, hard to torn
Good price
Smooth paper
Total

11. 10
N= 1094
PUPPY = SMOOTH PAPER, GOOD PRICE AND TRUSTED BRAND
BLESS YOU = SMOOTH PAPER, PAPER THICK AND TRUSTED BRAND
3%
6%
9%
10%
21%
26%
25%
24%
28%
38%
55%
52%
56%
77%
Foreign brand
Sale person recommended at points…
Vietnamese brand
Have good promotion and discounts
Whiter than other brands
Contains no chemicals
Made from pure paper powder
Others
Many types of packaging
Nice packaging
Trusted brand
Paper thick, chewy, hard to torn
Good price
Smooth paper
Puppy
5%
16%
13%
17%
32%
30%
36%
34%
38%
50%
60%
64%
59%
71%
Foreign brand
Sale person recommended at points of…
Vietnamese brand
Have good promotion and discounts
Whiter than other brands
Contains no chemicals
Made from pure paper powder
Others
Many types of packaging
Nice packaging
Trusted brand
Paper thick, chewy, hard to torn
Good price
Smooth paper
Bless you
What are the reasons for choosing that brand?

12. 11
N= 1094
AN AN = GOOD PRICE AND SMOOTH PAPER
WATERSILK = PAPER THICK, SMOOTH PAPER AND GOOD PRICE
2%
12%
29%
7%
19%
20%
18%
21%
19%
19%
38%
45%
62%
60%
Foreign brand
Sale person recommended at points of sale
Vietnamese brand
Have good promotion and discounts
Whiter than other brands
Contains no chemicals
Made from pure paper powder
Others
Many types of packaging
Nice packaging
Trusted brand
Paper thick, chewy, hard to torn
Good price
Smooth paper
An An
7%
18%
12%
14%
27%
26%
24%
28%
33%
40%
44%
72%
67%
69%
Foreign brand
Sale person recommended at points of…
Vietnamese brand
Have good promotion and discounts
Whiter than other brands
Contains no chemicals
Made from pure paper powder
Others
Many types of packaging
Nice packaging
Trusted brand
Paper thick, chewy, hard to torn
Good price
Smooth paper
Watersilk
What are the reasons for choosing that brand?

13. 12
What type of paper tissue that you usually use ?
N= 1094
POCKET TISSUE IS MOST USED BY ALL AGE GROUPS
60%
58%
63%
58%
56%
24%
21% 20%
25%
29%
21%
19%
17%
24% 24%
0%
10%
20%
30%
40%
50%
60%
70%
Grand Total Under 18 18-25 26-30 Over 30
Pocket tissue
Tissue box
Napkin pack

14. 13
What type of paper tissue that you usually use?
N= 1094
UNSCENTED TISSUE IS MOST PREFERED
18% 17% 18% 20% 18%
29% 35%
28% 26%
35%
52%
48%
54% 55%
47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under 18 18-25 26-30 Over 30
Unscented
Scented
Not importantDon’t care

15. 14
18%
13%
23%
17%
13%
21% 19%
24% 22%
60%
55%
51%
62% 69%
60% 64%
61% 66%
22%
31%
25%
22% 19% 19% 17% 15%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Bless you Big C Puppy Emos Watersilk Saigon Let green An An
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
Overall, how do you feel with your current tissue brand?
N= 1094
82% FEEL SATISFIED WITH THEIR CURRENT TISSUE BRAND
Bless you owns highest top box satisfaction ratio in comparison with others

16. 15
7%
0% 1%
8% 9%
16% 15%
10% 6% 4%
9%
38%
7%
27%
28%
47%
36% 42%
39%
41%
41%
49%
42%
38%
26%
44%
42%
50%
43%
13%
37%
23%
18%
13%
10% 9% 7% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Let green Bless you Big C Saigon An An Puppy Emos Watersilk
It is the only brand I
would use
It is a prior brand
I use this brand but will
try other brands in
future
I will use this brand
together with other
brand
I will switch to other
brand
What is your usage intention toward your current brand?
N= 1094
13% ARE LOYAL WITH THEIR CURRENT TISSUE BRAND
Let Green owns highest top box brand loyalty level in comparison with others

17. 16
Overall, how do you feel with your current tissue brand?
N= 1094
What is your usage intention toward your current brand?
Loyalty
Satisfaction
Low
Low High
High
LET GREEN OWNS HIGHEST CONSUMERS’ LOYALTY
WHILE LESS YOU GAINS GREATEST SATISFACTION LEVEL
Bless You
Big C
Puppy
Emos
Watersilk
Saigon
Let green
An An

18. 17
2%
25%
2% 3% 2% 2%
3%
27%
28%
23%
27% 27% 30%
30% 29%
24%
46%
38%
45%
46%
48% 48% 47%
54%
49%
25%
31% 31%
25% 22% 22% 21%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Big C Bless you Emos Puppy Watersilk Saigon Let green An An
Definitely recommend
Will recommend
Maybe or maybe not
recommend
Will not recommend
Definitely not
recommend
What is your ability to recommend your current brand to others?
N= 1094
71% ARE WILLING TO RECOMMEND THEIR CURRENT BRAND
TO OTHERS
Surprisingly, 1/4 An An’s users will definitely not recommend the brand to others

19. 18
3%
6%
3% 3% 3%
4%
2%
4% 3% 6%
10% 9% 11%
9%
10%
27%
21%
26%
28%
28%
25%
19%
26% 27% 21%
18%
19%
16% 17%
24%
13%
23%
14% 13%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
More than once/week
Once/week
2-3 times / month
Once/month
Once/2-3 months
Oce/more than 3 months
I dont remember
How often do you buy tissue?
N= 1094
MORE THAN A HALF BUY TISSUE AT LEAST ONCE/MONTH

20. 19
How much do you usually spend for buying tissue each time?
N= 1094
NEARLY A HALF SPEND $0.5 - $2.49 FOR BUYING TISSUE PER TIME
9%
13%
9% 8% 9%
6%
4%
5% 6%
7%
16%
7% 11%
22%
20%
14%
4%
12%
16%
18%
15%
19%
15%
12%
15%
18%
20%
19%
16%
16%
15%
17%
19%
14%
9%
8%
17%
11%
6% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
9% 9% 7%
12%
7%
1%
6%
1% 5%
5%
4% 14%
16%
9%
14%
14% 23%
27%
14%
5%
12%
16%
17%
21%
15%
12%
14%
15%
19%
16%
18%
20%
18%
20%
16%
11%15%
28%
17%
13%
10%
5%
8%
16%
12%
6% 4% 4%
Total Under $200 $200-$449 $450-$749 $750-$1000 $1000 and
above
Under $0.5
$0.5-0.99
$1-1.49
$1.5-1.99
$2-2.49
$2.5-5
Over $5
Don't remember
Older and higher income groups spend more money for buying tissue

21. 20
Where do you usually buy tissue?
NN= 1094
SUPERMARKET IS THE MOST CHOSEN PLACE FOR BUYING TISSUE
3% 4% 2% 2%
4%
12%
17%
12%
11%
12%
14%
19%
14%
14%
13%
71%
60%
71% 73% 70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under 18 18-25 26-30 Over 30
Supermarket
Grocery store
Convenience store
Traditional market
Others

22. 21
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

23. 22
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

24. 23