Nivea leads the market with 34% share

1. April 2016
STUDY ABOUT FEMALE DEODORANT USAGE
IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about female deodorant usage in
Thailand
 Methodology: Online survey
 Fieldwork time: 7 days ( 04/04/2016 to 11/04/2016)
 Sample size: N = 430
 Gender: Female
 Geography: Nationwide

3. 2
KEY FINDINGS
• Nivea, Rexona & Dove are top 3 most well- known brands
• TVC & Trade marketing are effective channels to leverage brand awareness
• Nivea dominates Thai female deodorant market with 34%, followed by Rexona 21%
• 58% online customers choose deodorant brand cause it doesn’t leave stain on clothes
• Leave stain on clothes is also the main problem caused 37% users feel unhappy with
their current deodorant brand
• 77% users apply deodorant once / day
• 67% spend $2.6 - $5 on each time buying deodorant
• 85% buy deodorant at grocery stores, vary from all age
• 53% use roll-on deodorant

4. 3
VIETNAM VS. THAILAND
• Most well-known brands: Nivea (92%),
Rexona (89%) and Dove (80%)
• Leader of market: Nivea (42%)
• Main source of brand awareness:
TV commercials
• Top criteria: Nice fragrance
• 83% satisfied with current brand
• 24% are unhappy cause their brand
leaves yellow/white stain on clothes
• 59% buy from once to every 2 months
and 65% spend $2.6 - $5/time
• Usually buy at supermarket (89%)
• Most well-known brands: Nivea (94%),
Rexona (91%) and Dove (86%)
• Leader of market: Nivea (34%)
• Main source of brand awareness:
TV commercials
• Top criteria: Don’t leave yellow/white stain
on clothes
• 88% satisfied with current brand
• 37% are unhappy cause their brand
leaves yellow/white stain on clothes
• 64% buy from once to every 2 months
and 67% spend $2.6 - $5/time
• Usually buy at grocery stores (85%)

5. 4
GenderAge
OccupationLiving Place
N = 430
100%Female
DEMOGRAPHIC INFORMATION
39%
20%
39%
2%
Over 30
26-30
18-25
Under 18
57%
43%
Others
Bangkok
3%
3%
5%
7%
7%
11%
28%
36%
Factory Worker
Job seeker/Retired
Engineer/Doctor/Teacher
Self-employed
Housewife
Others
Student
Officer

6. 5
9%
21%
38%
50%
57%
58%
58%
76%
86%
91%
94%
Others
Yves rocher
Avon
Amway
Eversense
Vivite
Oriental Princess
12Plus
Dove
Rexona
Nivea
Total
7%
24%
34%
42%
55%
56%
56%
77%
86%
92%
92%
Bangkok
10%
18%
41%
56%
58%
59%
59%
76%
86%
90%
96%
Others
N = 430
Do you know any deodorant brands listed below?
NIVEA, REXONA & DOVE ARE TOP 3 MOST WELL - KNOWN BRANDS

7. 6
3%
0%
29%
31%
34%
44%
45%
45%
52%
78%
81%
Others
News/ Magazines
Through promotion
persons
Ecommerce sites
Friends/ relatives
recommendation
Sampling/ trial products
Online ads
Facebook ads
Out of homes
Through selling places
TV ads
Total
2%
0%
39%
38%
42%
38%
46%
46%
49%
76%
77%
Under 18-25
2%
0%
23%
33%
28%
42%
47%
46%
42%
83%
78%
26-30
4%
0%
20%
24%
27%
50%
41%
43%
59%
76%
86%
Over 30
N = 400
How do you know these brands?
TVC & TRADE MARKETING ARE EFFECTIVE CHANNELS TO GAIN
BRAND AWARENESS
Sampling is also effective method to reach customers of 26- 30, who shop frequently

8. 7
6%
0%
1%
3%
4%
5%
5%
5%
18%
21%
34%
Others
Yves rocher
Avon
Eversense
Vivite
Amway
12Plus
Oriental Princess
Dove
Rexona
Nivea
Total
7%
1%
0%
4%
1%
6%
7%
4%
17%
24%
28%
Under 18-25
9%
0%
1%
0%
5%
4%
1%
7%
16%
22%
35%
26-30
3%
0%
1%
3%
5%
4%
4%
5%
20%
17%
39%
Over 30
N = 400
If you're using deodorant, Which brand of deodorant do you use the most frequent?
NIVEA LEADS THAI DEODORANT MARKET WITH 34% SHARE
Rexona and Dove are the 2nd and 3rd biggest players with 21% and 18% share respectively

9. 8
94% 91%
86%
76%
58% 58% 57%
50%
38%
21%
9%
34%
21%
18%
5% 5% 4% 3% 5%
1% 0%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness
Usage
N = 400
Do you know any deodorant brands listed below?
If you're using deodorant, Which brand of deodorant do you use the most frequent?
NIVEA IS LEADING THE INDUSTRY SINCE IT GAINS HIGHEST
BRAND AWARENESS AS WELL AS MARKET SHARE

10. 9
Nivea
Rexona
Dove
N = 400
Do you know any deodorant brands listed below?
If you're using deodorant, Which brand of deodorant do you use the most frequent?
Awareness
High
HighLow
Low
Usage
NIVEA LEAVES OTHER COMPETITORS BEHIND IN TERM OF USAGE
AND AWARENESS

11. 10
2% 2% 2%
7%
16%
90%
80%
98% 96%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Myself
Mother
Boyfriend/ husband
Siblings/ Cousins/ Aunt
Others
If you're using deodorant, in your family, who usually buy deodorant for you?
N = 400
90% DEODORANT USERS ARE DECISION MAKERS

12. 11
3%
8%
22%
27%
30%
31%
34%
34%
41%
43%
44%
50%
52%
53%
53%
58%
Foreign brand
My friends/relatives recommend the brand to me
Frequent promotions
Leave smooth under-arm skin
Keeps under- arm skin dry
Firm under-arm skin
Anti bacteria effectively
Prevent body ordor effectively
Trusted brand
Whitening my under-arm skin
Convenient points of sale
Affordable price
Long lasting fragrance
Prevent sweating effectively
Nice fragrance
Don't leave white/yellow stain on under-arm shirt
Total
2%
7%
18%
29%
32%
30%
34%
31%
42%
52%
50%
46%
46%
61%
53%
57%
Nivea
3%
8%
29%
19%
33%
26%
32%
40%
45%
29%
38%
58%
59%
54%
58%
54%
Rexona
1%
4%
12%
32%
31%
34%
26%
28%
37%
51%
35%
47%
51%
44%
53%
54%
Dove
N = 360
If you're using deodorant, Which brand of deodorant do you use the most frequent?
If you buy deodorant yourself, why do you choose that brand?
Nivea = Prevent sweating + whitening under-arm skin
Rexona = Nice & long lasting fragrance + Affordable price
Dove = Whitening under-arm skin
DON’T LEAVE STAIN ON CLOTHES, NICE FRAGRANCE, PREVENT
SWEATING ARE TOP REASONS FOR CHOOSING DEODORANT
N = 126 N = 78 N = 69

13. 12
2%
11% 9%
12%
13%
59%
56%
55% 58%
29%
34%
30% 29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Dove Nivea Rexona
Very satisfied
Satisfied
Normal
Unsatisfied
Very unsatisfied
If you're using deodorant, Which brand of deodorant do you use the most frequent?
How do you feel with your current deodorant brand?
88% ARE SATISFIED WITH THEIR CURRENT DEODORANT BRAND
Dove owns highest level of consumer satisfaction with 34%
N = 360 N = 78N = 126N = 69

14. 13
17%
22%
15% 18%
9%
7%
10%
12%
45% 40% 46%
42%
20%
19% 18%
22%
9% 12% 10%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Dove Nivea Rexona
I will buy this deodorant brand only
I will prefer buying this deodorant
brand in priority
I will buy this deodorant brand,
but I also buy other brands.
I will use this deodorant brand
parallel with other brand
I will try other deodorant brands
If you're using deodorant, Which brand of deodorant do you use the most frequent?
What is your usage intention towards this brand in the future?
DOVE HAS THE HIGHEST BRAND LOYALTY COMPARED TO OTHERS
N = 360 N = 78N = 126N = 69

15. 14
Dove
Nivea
Rexona
N = 360
Are you satisfied with your current brand of deodorant?
What is your usage intention towards this brand in the future?
Loyalty
Satisfaction
DOVE IS DOING WELL SINCE IT CAN MAKE CUSTOMERS
FEEL SATIFISED AND LOYAL TO THE BRAND
High
HighLow
Low

16. 15
If you're using deodorant, Which brand of deodorant do you use the most frequent?
Is there anything that makes you unsatisfied about your current deodorant brand?
37% ARE UNHAPPY WITH THEIR BRAND BECAUSE IT LEAVES
WHITE/YELLOW STAIN ON CLOTHES
N = 360 N = 126 N = 78 N = 69
2%
9%
13%
17%
20%
20%
22%
22%
22%
23%
28%
29%
37%
Others
Do not leave smooth skin
Very strong fragrance
Be allegic to skin
Expensive in price
Prevent sweating ineffectively
Fragrance does not last long
Nothing
Be not effective as advertising
Do not whiten/ frighten skin
Darken under- arm skin
Prevent body odor ineffectively
Leave white/yellow stain on my under-arm shirt…
Total
2%
11%
11%
15%
18%
26%
24%
25%
23%
23%
29%
29%
34%
Nivea
3%
10%
15%
15%
15%
15%
17%
17%
21%
22%
27%
27%
40%
Rexona
0%
3%
12%
19%
16%
13%
19%
25%
22%
22%
26%
26%
34%
Dove

17. 16
4% 1%
6%
4%
28%
28%
33%
28%
49%
46%
42%
53%
19%
24%
18%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Rexona Nivea Dove
I will recommend definitely
I will recommend
I may recommend
I will not recommend
I will not recommend definitely
If you're using deodorant, Which brand of deodorant do you use the most frequent?
What is your ability to recommend your deodorant brand to others?
Rexona (24%) has the highest top box recommendation level compared to others
68% ARE WILLING TO RECOMMEND THEIR CURRENT
DEODORANT BRAND TO OTHERS
N = 360 N = 69N = 126N = 78

18. 17
3%
3%2% 2%
3%
1%
4% 6% 6%
10% 15% 8% 7%
13%
14%
20%
9%
23%
26%
16%
25%
44%
38%
46% 47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Deodorizing
Don't leave white/yellow stain on my
under-arm shirt or T-shirt
Whitening under-arm skin
Long lasting fragrance
Keep my skin dry
Mosturizing under-arm skin
Others
Prevent under-arm hair growing
If you're using deodorant, Which brand of deodorant do you use the most frequent?
What is your most functional concerns when choosing a deodorant?
N = 360
44% CONSIDER DEODORIZING FUNCTION AS AN PRIOR FEATURE
TO MAKE PURCHASE DECISION

19. 18
3% 4% 0% 3%
77% 74% 77%
79%
14% 16% 14%
11%
3% 4% 3%
3% 2% 4% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
More than 3 times /day
3 times /day
2 times /day
Once /day
2-3 days / time
4-6 days / time
Once / week
How frequent do use apply deodorant?
N = 360
77% USERS APPLY DEODORANT ONCE PER DAY

20. 19
5% 5%
9% 9% 10% 7%
13% 9%
16%
15%
26%
27%
27%
24%
38%
38%
34%
39%
8% 9% 6% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
More than once / month
Once/ month
Every 2 months
Every 3 months
Every 4-6 months
More than 6 months
I don't remember
If you buy deodorant yourself, how frequent do you buy deodorant?
N = 360
64% BUY DEODORANT FROM ONCE TO EVERY 2 MONTHS

21. 20
8%
4%
17%
47%
85%
Others
Super market
Wet Market
Convenient stores
Grocery stores
Total
8%
5%
24%
62%
81%
Under 18-25
8%
1%
10%
42%
85%
26-30
9%
3%
15%
37%
89%
Over 30
If you buy deodorant yourself, where do you usually buy deodorant?
N = 360
GROCERY STORE IS THE BEST PLACE FOR SELLING DEODORANT

22. 21
2% 5%2% 2% 1%
2% 4%
9%7%
5%
12%
4%
9%
24%
15%
25%
26%
21%
27%
43%
47%
43%
40%
58%
36%
22%
36%
25%
18%
13% 14%
Total Under $208 $208 - $500 $501 -
$1,388
$1,389 -
$2,361
Over $2,361
1% 2% 1%
7% 5% 6%
9%
24%
21%
27%
25%
43%
49%
33%
44%
22% 22%
32%
17%
Total Under 18-25 26-30 Over 30
Under $2,5
$2,6- $3,5
$3,6- $5
$5,1- $7
$7,1- $10
Over $10
If you buy deodorant yourself, how much do you spend on deodorant per buying time?
N = 360
The higher income, the more they spend for buying deodorant
67% SPEND FROM $2,6- $5 ON DEODORANT PER BUYING TIME

23. 22
8% 9% 7%
25% 22% 29%
27%
40%
38%
38% 43%
12%
14%
10%
11%
11% 12% 11% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Under 50 ml
100 - 150 ml
50 - 75 ml
75 - 100 ml
Above 150ml
I don't remember/ don’t care
If you buy deodorant yourself, how big is the size of your deodorant?
N = 360
40% USE 50ML- 70ML DEODORANT VOLUME SIZE

24. 23
1% 1% 1% 1%
46%
53%
46%
41%
53%
47%
53%
59%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Roll on
Spray
Wax (solid)
What type of deodorant do you prefer?
N = 360
53% USE ROLL-ON DEODORANT
Under 18 – 25 group likes spray deodorant more

25. 24
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.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

26. 25
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

27. 26