Overview of Dishwashing liquid products in Vietnam market PBI Survey 2015 Research Design 3 Research Method Internet Sampling Fieldwork Period 9th Feb 2015 – 10th Feb 2015 Research Area: Vietnam (Nationwide) Respondent Criteria: Female only Sample Size: 620 samples Survey Content: Dishwashing liquid brand awareness Expansive of Dishwashing liquid Brand Dishwashing liquid brand ever used Dishwashing liquid brand used in the past 3 months Dishwashing liquid brand most often used in the past 3 months Dishwashing liquid brand use in the future Dishwashing liquid brand recommendation

1. Overview of Dishwashing liquid
products in Vietnam market
PBI Survey 2015
Date: 9th Feb 2015 – 10th Feb 2015

2. Table of content
2
Research Design P.3
Respondent Profile P.4
Research Concept P.5
Research Summary P.6
Detail Findings P.7

3. Research Design
3
Research Method Internet Sampling
Fieldwork Period 9th Feb 2015 – 10th Feb 2015
Research Area Vietnam (Nationwide)
Respondent Criteria Female only
Sample Size 620 samples
Survey Content Dishwashing liquid brand awareness
Expansive of Dishwashing liquid Brand
Dishwashing liquid brand ever used
Dishwashing liquid brand used in the past 3 months
Dishwashing liquid brand most often used in the past 3 months
Dishwashing liquid brand use in the future
Dishwashing liquid brand recommendation

4. Respondent Profile
4
Unit: %
40.5
33.7
25.8
Living area
HCMC
Hanoi
Others provinces
39.2
36.6
24.2
Age
20 - 24 years old
25 - 29 years old
30 years old and above
7.0
12.7
34.5 34.7
11.1
Less than 4,500,000 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 VND and above
Monthly household income

5. PBI (Popular Brand Index)
POPULAR
BRAND
INDEX
(PBI)
Top of
Mind
(TOM)
Expansive
Last Used
Future
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 also
represent identity of a company. "Brand or trademark is a name or symbol
that is associated with the product/service and cause psychological
meaning/association".
In addition, the brand also works as a promotional tools, so that a
product with certain brand would likely gain popularity or awareness in
the 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 or
spread of the brand, total purchase or last used of the brand, and
consumer intention to purchase brand.
Research Concept

6. Research Summary
6
 There are only 2 key players in Dishwashing liquid market
Regarding brand awareness, Sunlight is dominant on consumers’ mind with 85.0% of Top of mind awareness
This key brand is aware of by 99.0% of total awareness, followed by My hao and Lix with 95.6% and 59.2%,
respectively.
Consistently, Sunlight is also advertised on media channels the most often, with 90.6% of consumers finding
Sunlight on newspapers, television, internet, etc., next are My hao and Gift.
The market is not much competitive because Sunlight is dominant brand used the most often by 82.6% of
consumers, next is My hao (10.6%). In which, about 75% of consumers are loyal to their currently used brand,
the rest of about 25% of consumers switch to another brand to use. Around 70% of brand users will recommend
their currently used brand, while 30% of those will introduce another brand to their relatives / friends.
Sunlight users are satisfied with their current brand the most (3.98 mean), next mention is My hao brand (3.85
mean).
 Popularity of Dishwashing liquid brands are clear distinction ranking
Sunlight’s Popular brand Index ranks the first (82.5), the next popular player is My hao (8.5). Sunlight popularity
leaves behind other brands, which is the reason for Sunlight to be dominant in this market.

7. 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

8. 85.0
11.3
1.6 0.3 1.1 0.2 0.0 0.0 0.0 0.0 0.3 0.2
98.7
75.2
18.4 15.2 13.9
6
0.8 3.4 0.3 1 0.5
17.8
99.0
95.6
59.2
53.1 52.9
30.0
24.5 23.1
12.7 9.5
6.0 5.3 7.3
Top of Mind
Total spontaneous awareness
Total brand awareness
Sunlight My Hao Lix Gift Amway Lemon Net Soft
Greenlif
e
Kit Sach
Dish
Drops
Other
brands
85.0 11.3 1.6 0.3 1.1 0.0 0.2 0.0 0.0 0.0 0.0 0.3 0.2
98.7 75.2 18.4 15.2 13.9 0.0 6 0.8 3.4 0.3 1 0.5 17.8
99.0 95.6 59.2 53.1 52.9 30.0 24.5 23.1 12.7 9.5 6.0 5.3 7.3
Q. Regarding Dishwashing liquid brands, which brands do come to your mind?[FA] (n=620)
Q. Which brands do you know in the list below? [MA] (n=620)
1. Dishwashing liquid Brand Awareness
Unit: %
8
Sunlight is dominant on consumers’ mind with 85.0% of Top of mind awareness
 Sunlight is aware of by most of consumers with 99.0% of total awareness.
 Followed by My hao and Lix with 95.6% and 59.2%, respectively.

9. Q. Which Dishwashing liquid brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?
[MA] (n=620)
2. Expansive of Dishwashing liquid Brand
9
Consistently, Sunlight is also advertised on media channels the most often
 90.6% of consumers found Sunlight on newspapers, television, internet, etc.,.
 Next mentioned brand is My hao and Gift, which can also be easily found on media.

10. Q. Which brand did you use the most often in the past 3 months?[SA] (n=620)
Q. Which brand is the first choice when you buy in the next purchase? [SA] ] (n=620)
Q. When there are relatives/ friends ask you about Dishwashing liquid brand to use, which brand do you recommend for them? [SA] (n=620)
3. Dishwashing liquid Brand Repertoire
Unit: %
10
The market is not much competitive
 Sunlight is dominant in Dishwashing liquid market with 82.6% of brand users, followed by My hao (10.6%).
 About 75% of consumers are loyal to their currently used brand, the rest of about 25% of consumers switch to another
brand to use.
 Around 70% of brand users will recommend their currently used brand, while 30% of those will introduce another
brand to their relatives / friends.
Most often Brand loyalty Recommendation
Not loyalty / not advocacy 0.0 25.3 27.1
Other brands 2.0 1.1 1.0
Lix 1.9 0.8 0.6
Amway 2.9 2.1 2.1
Mỹ hảo 10.6 4.8 4.5
Sunlight 82.6 65.8 64.7

11. Q. Which brand do you currently use the most often?[SA] (n=620)
Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=620)
Unit: %
11
79.7%
45.5%
72.2%
41.7%
20.3%
54.5%
27.8%
58.3%
Sunlight
(n=512)
My hao
(n=66)
Amway
(n=18)*
Lix
(n=36)
Loyal brand users Users that intend to switch brand
BRAND IN THE NEXT PURCHASE
Sunlight My hao Amway Lix Others Total
BRAND
MOST
OFTEN
USE
Sunlight 79.7 1.6 14.3 1.4 3.0 100.0
My hao 40.9 45.5 7.6 1.5 4.5 100.0
Amway* 27.5 0.0 72.2 0.0 0.3 100.0
Lix 41.7 0.0 8.3 41.7 8.3 100.0
Sunlight users are loyal with their own brand the most
 The loyalty towards Sunlight is high (79.7%), whereas current users of My hao are not much loyal to their currently
used brand (only 45.5%).
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. Dishwashing liquid brand Loyalty / Switching

12. 2.0%
3.0%
0.4%
1.5%
12.7%
18.2%
22.2%
25.0%
68.0%
62.1%
61.1%
66.7%
17.0%
15.2%
16.7%
8.3%
Sunlight (n=512)
My hao (n=66)
Amway (n=18)*
Lix (n=36)
Definitely unsatisfied Unsatisfied Neutral Satisfied Definitely satisfied
Mean
3.98
3.85
3.94
3.83
* Small sample size, just for reference only
5. Dishwashing liquid Brand Satisfaction
Sunlight users are satisfied with their currently used brand the most (3.98 mean), next mention is My
hao brand (3.85 mean).
Q. How is your satisfaction towards the brand that you used the most often in the past 3 months (n=620)
12

13. Ranks of
Popularity
Dishwashing liquid
brand
Popular Brand Index
1 Sunlight 82.4
2 My hao 8.5
3 Amway 4.7
4 Lix 1.6
5 Gift 1.1
The PBI is obtained by Internet Sampling method, where using online panel with 620 respondents in W&S
Vietnam database (Vinaresearch). The results obtained for Dishwashing liquid Product with PBI concept
are:
Q. Regarding Dishwashing liquid brands, which brands do come to your mind?[FA] (n=620)
Q. Which Dishwashing liquid Brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?[MA] (n=620)
Q. Which brand did you use the most often in the past 3 months?[SA] (n=620)
Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=620)
6. Popular Brand Index Results (PBI)
13
 Sunlight’s Popular brand Index ranks the first (82.4), the next popular player is My hao (8.5).

14. 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 with
various segmentations across Vietnam.
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HCMC
» Office phone: (848) 38 223 215 Fax: (848) 38 223 216
» Email: info@vinaresearch.jp
» Website: http://vinaresearch.jp/
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survey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website address
http://vinaresearch.jp).