housewives' dream: dishwashing liquid that doesn't ruin their hand
TRANSCRIPT
Mar 2015
DI-MARKETING
STUDY ABOUT DISHWASHING LIQUID
USAGE IN VIETNAM
1
92% OF HOUSEHOLD ARE USING DISH WASHING LIQUID IN VIETNAM
Which products below your family are using?
2%
50%
55%
70%
71%
73%
75%
81%
92%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
None of above
Kitchen cleaner
Laundry liquid
Laundry powder
Hand wash
Toilet cleaner
Floor cleaner
Softener
Dishwashing liquid
N = 1516
2
ABOUT 1/2 RESPONDENTS HAVE THEIR DISHES WASHED 3 TIMES A DAY
How often do you wash your dishes?
Most household in Vietnam prefer to eat at homes for breakfast, lunch & dinner. They prefer to cook big meals and clean straight away after finishing them. That can be the reason why there are 50% get their dishes washed 3 times/day
51%
25%
9%
3%
10%
3%
0% 10% 20% 30% 40% 50% 60%
3 times/day
2 times/day
1 time/day
2 days/time
3 - 5 days/time
5 - 7 days/time
N = 1400
3
FEMALE ARE THE MAIN DISHWASHER IN FAMILY WITH HIGH FREQUENCE OF 3 TIMES/DAY
How often do you wash your dishes?
Who is the main dishwasher in your family?
This can be the main reason for dishwashing liquid that contain Vitamin E for skin is such a hit in the market
38%
8% 18%
10% 10% 12% 10% 8%
8%
25%
27%
26% 23% 28%
24% 19%
8%
2%
5%
4% 1%
4%
4%
0%
10%
9%
8%
8%
12%
11% 22%
46%
53%
36% 51%
57%
44% 47% 42%
0% 2% 5% 1% 1% 0% 4% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brother Myself Father Partner Sister Other Mother Helper
N = 1400
5 - 7 days/time
3 times/day
3 - 5 days/time
2 days/time
2 times/day
1 time/day
4
SUNLIGHT IS THE MOST USED DISHWASHING IN VIETNAM
Which of the following brands below do you know? What is the brand that you use the most ?
Mỹ Hảo, which was established in 1990, got 50% of the market domestic share at that time. Sunlight was coming out a bit later in 1997 through Unilever. With the new products of hand skin protection and vitamin E, Sunlight has been becoming more powerful and taken over the #1 brand in Vietnam
1%
1%
3%
6%
9%
10%
24%
27%
34%
45%
50%
85%
95%
0% 20% 40% 60% 80% 100% 120%
None of above
Others
WAI
leafresh
Sạch
greenlife
Soft
Net
Amway
Gift
Lix
Mỹ Hảo
Sunlight
N = 1400
0%
0%
0%
1%
1%
1%
1%
2%
3%
3%
11%
78%
0% 20% 40% 60% 80% 100%
Greenlife
I don't buy any
Soft
Khác
I don't know
Sạch
Net
Gift
Lix
Amway
Mỹ Hảo
Sunlight
N = 1400
81% respondents know about Mỹ Hảo but only 12% of them using its products
5
TVC & POP ARE THE MOST EFFECTIVE CHANNELS TO PROMOTE THE PRODUCTS
How do you know those brands?
5%
18%
19%
33%
37%
40%
40%
60%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Others
Outdoor advertising
Promotion/discount
Online advertising
News/magazine
Lots of people are using it
Friends/family
POP
TVC
N = 1400
6
HIGH QUALITY, NICE SMELL & HAND-SKIN PROTECTION ARE KEY FACTORS FOR CHOOSING A BRAND
Why did you choose that brand? (brand use the most)
2%
2%
13%
15%
24%
27%
31%
35%
38%
46%
47%
54%
63%
69%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Others
I don't care
Nice package design
Viral advertising
Environmental friendly
Cheap
POP
Lots of people using it
Well-known brand
Economic
High batteria prevention
Handskin protection
Nice smell
High quality
N = 1400
7
MAJORITY VIETNAMESE BUY DISH WASHING LIQUID ONCE EVERY 1-2 MONTHS
How frequent do you buy dishwashing?
3%
5%
12%
40%
34%
4%
2%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I don't buy dish washing liquid
I don't remember
More than 1 time/month
1-2 months/time
2-4 months/time
4-6 months/time
More than 6 months/time
N = 1400
8
1/3 VIETNAMESE SPEND $1.5 - $2.5 FOR BUYING BUY DISHWASHING LIQUID EACH TIME
How much do you usually pay for a dishwashing liquid bottle?
4%
0%
17%
31%
26%
18%
5%
0% 5% 10% 15% 20% 25% 30% 35%
I don't buy any
Less than 50c
50c - $1.5
$1.5 - $2.5
$2.5 - $5
$5 - $10
More than $10
N = 1400
9
MEDIUM BOTTLES ARE BEING USED THE MOST FOR VIET HOUSEHOLD
How big is a dishwashing liquid bottle usually buy?
0%
2%
5%
12%
44%
17%
21%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Others
I don't know
Sachet (800g)
Small bottle (250ml - 500ml)
Medium botlle(500ml - 800ml)
Big bottle (800ml - 1l)
Big bottle (1l - 4l)
N = 1400
10
MOST CONSUMERS PREFER TO BUY THE PRODUCT AT SUPERMARKET
What's your gender?
Where do you usually buy dishwashing?
Supermarkets are reliable with the fixed price tags on each products and sometimes they can offer big promotion on their products.
1%
4%
8%
9%
23%
56%
2%
2%
1%
8%
22%
65%
2%
3%
3%
8%
22%
62%
0% 10% 20% 30% 40% 50% 60% 70%
Others
Convenience store
I don’t buy any
Market
Grocery
Supermarket
N = 1400
Grand Total
Female
Male
11
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: [email protected]
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: [email protected]
o Contact number: +84 902-73-9944
• Thailand
o Address: 10 fl Time Square Building, 246 Sukhumvit Rd, Khlongtoey, Bangkok 10110,
Thailand
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: [email protected]
o Contact number: +66 092-282 7992
12
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: [email protected]
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: [email protected]
o Contact number: +65 9127 7654
13