Facial Cleaner
Popular Brand Index
Date: January 2016
in Thailand
2
A. Research design
Research Method Online research
Fieldwork Period January 2016
Research Area Thailand
Respondent Crite...
3
B. Respondent profile
Gender Age
Monthly household income
100%
11.9
25.8
21.1
16.9
13.7
8.1
2.5
16-19 years
old
20-24 ye...
4
C. Detail findings
1. Popular Brand Index
2. Brand awareness
3. Expansive
4. Market Share
5. Future Intention
6. Switchi...
5
C. Detail findings
1.1. Popular Brand Index Concept
Future
Intention
Expansive
Top of
Mind
(TOM)
Last Used
POPULAR
BRAND...
6
C. Detail findings
1.2. Popular Brand Index Result (PBI) [Top 10 Rank]
PBI is obtained by internet random sampling metho...
7
C. Detail findings
1. Popular Brand Index
2. Brand awareness
3. Expansive
4. Market Share
5. Future Intention
6. Switchi...
8
C. Detail findings
2.1. Brand Awareness : Top of Mind [Top 10 Rank]
To see the power of facial cleaner Brand, can be mea...
9
C. Detail findings
2.2. Total Awareness
Comparing between aided and unaided we can see the significant differences. When...
10
C. Detail findings
1. Popular Brand Index
2. Brand awareness
3. Expansive
4. Market Share
5. Future Intention
6. Switch...
11
C. Detail findings
3. Expansive [Top 10 Rank]
23.0
16.4
15.3
12.2
5.7
5.4
4.0
3.2
3.0
2.2
Pond's
Smooth E
Garnier
Nivea...
12
C. Detail findings
1. Popular Brand Index
2. Brand awareness
3. Expansive
4. Market Share
5. Future Intention
6. Switch...
13
C. Detail findings
4. Last Purchased [Top 10 Rank]
16.5
16.1
13.4
9.7
5.8
5.7
5.3
3.4
3.3
3.3
Pond's
Smooth E
Garnier
N...
14
C. Detail findings
1. Popular Brand Index
2. Brand awareness
3. Expansive
4. Market Share
5. Future Intention
6. Switch...
15
C. Detail findings
5. Future Intention [Top 10 Rank]
11.8
11.8
9.1
7.6
7.6
7.5
6.6
3.6
3.6
3.2
Smooth E
Hada Labo
Preme...
16
C. Detail findings
1. Popular Brand
Index
2. Brand awareness
3. Expansive
4. Market Share
5. Future Intention
6. Switch...
17
23%
77%
Switch
Loyal
C. Detail findings
6. Switching Switch In & Switch Out [Top 10 Rank]
The result show that 77% of 1...
FOR FURTHER INQUIRIES, PLEASE CONTACT:
W&S Co. Ltd.,
» Address : 18th Floor, Room 1808, Two Pacific Place Building, 142 Su...
of 18

Popular brand index on Facial cleaner in Thailand

This research was conducted in January to determine the most popular brand in facial cleaner.
Published on: Mar 4, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Popular brand index on Facial cleaner in Thailand

  • 1. Facial Cleaner Popular Brand Index Date: January 2016 in Thailand
  • 2. 2 A. Research design Research Method Online research Fieldwork Period January 2016 Research Area Thailand Respondent Criteria Female, 16 years and above, have purchased Facial Cleaner in the last 3 months Sample Size 1,426 samples Number of Questions 4 Screening questions and 7 Main Questions Survey Content Screening Gender, Age, Monthly Household Income, Purchased facial cleaner Main Study • Top of Mind Cleaning • Total Awareness facial cleaner • Expansive Brand of facial cleaner • Ever Used Brand of facial cleaner • Last Used Brand of facial cleaner • Future Intention of facial cleaner • Switching of facial cleaner
  • 3. 3 B. Respondent profile Gender Age Monthly household income 100% 11.9 25.8 21.1 16.9 13.7 8.1 2.5 16-19 years old 20-24 years old 25-29 years old 30-34 years old 35-39 years old 40-49 years old 50 years old and older 3.0 9.0 15.0 13.0 21.7 15.5 7.9 3.6 2.1 4.1 5.0 Less than 5,000 Baht 5,001 - 10,000 Baht 10,001 - 20,000 Baht 20,001 - 30,000 Baht 30,001 - 50,000 Baht 50,001 - 75,000 Baht 75,001 - 100,000 Baht 100,001 - 150,000 Baht 150,001 - 200,000 Baht More Than 200,000 Baht I do not want to answer
  • 4. 4 C. Detail findings 1. Popular Brand Index 2. Brand awareness 3. Expansive 4. Market Share 5. Future Intention 6. Switching
  • 5. 5 C. Detail findings 1.1. Popular Brand Index Concept Future Intention Expansive Top of Mind (TOM) Last Used POPULAR BRAND INDEX (PBI) One of the most important Assets of the company and represent identity of a company is the Brand. "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 a promotional tools, so that a product with certain brand would likely gain popularity or awareness in the community level that will affect consumer behaviour in the community. To determine organization performance we could see from development of the brand. W&S study based on development of PBI (Popular Brand Index) concept which included 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. PBI = w₁ · TOM + w₂ · Expansive + w₃ · Last Used + w₄ · Future Intention Additional Information: • Top of Mind (TOM) = Frist brandmentioned by respondents. • Expansive = Scope and spread of brand. • Last Used = Total purchaseor last used brandin past 3 months. • Future Intention = Consumerintention to purchase brand.
  • 6. 6 C. Detail findings 1.2. Popular Brand Index Result (PBI) [Top 10 Rank] PBI is obtained by internet random sampling method, with samples of 1,426 respondents in the W&S database Thailand (Yimresearch). The results obtained for facial cleaner Market with PBI concept is as follows : Rank of popular Facial Cleaner PBI IR 1 Pond's 18.0 47.5% 2 Smooth E 13.7 3 Garnier 10.5 4 Nivea 8.3 5 Biore 6.7 6 Hada Labo 4.7 7 Neutrogena 4.5 8 Preme Nobu 4.5 9 L'Oreal 3.8 10 Clean & Clear 3.7 Pond’s is the most popular facial cleaner brand in Thailand with a score of 18.0 as its index, followed by Smooth E at the second place with a score of 13.7 as its index. Incidence Rate of facial cleaner (purchased facial cleaner in the last 3 months) is 47.5% from panel population W&S Group Thailand.
  • 7. 7 C. Detail findings 1. Popular Brand Index 2. Brand awareness 3. Expansive 4. Market Share 5. Future Intention 6. Switching
  • 8. 8 C. Detail findings 2.1. Brand Awareness : Top of Mind [Top 10 Rank] To see the power of facial cleaner Brand, can be measured by the level of knowledge of respondents to the facial cleaner Brand. From the results of the Top of Mind (TOM) of the facial cleaner Brand that remembered for the first time and that brand comes to mind spontaneously when speaking in the context of facial cleaner Brand are Pond’s (24.5%,) followed by Smooth E (11.6%). According to the result, it means Pond’s is the most well-known facial cleaner since over 20% of the respondents answered Pond’s as the first facial cleaner Brand that come to their minds. (n = 1,426) Unit : % 24.5 11.6 10.9 8.6 8.1 5.0 3.1 2.3 1.9 1.8 Pond's Smooth E Biore Nivea Garnier Olay Neutrogena Clean & Clear Hada Labo Senka Perfect Whip
  • 9. 9 C. Detail findings 2.2. Total Awareness Comparing between aided and unaided we can see the significant differences. When looking Unaided of facial cleaner that first comes to mind of the respondent is Pond’s (54.3%) still dominate. However, for Aided of facial cleaner that respondents remembered after being give assistance, Olay (53.8%) get the highest rank, followed by Nivea (46.5%) and Clean & Clear (46.4%). The differences may caused by lack of commercial or the commercial was not impact with the target group, so that consumers cannot readily remember the brand. Different from Top of Mind, Garnier placed the 3rd rank of Total Awareness with 77.6 by the percentage of Aided and Unaided awareness. 54.3 34.9 27.0 26.9 31.8 16.3 9.6 11.7 5.3 4.3 26.8 45.6 40.5 46.5 45.8 53.8 43.8 46.4 37.4 4.1 81.2 80.5 67.5 73.4 77.6 70.2 53.4 58.1 42.8 8.5 Pond's Smooth E Biore Nivea Garnier Olay Neutrogena Clean & Clear Hada Labo Senka Perfect Whip Unaided Aided Total Awareness *Sort by TOM (n = 1,426) Unit : %
  • 10. 10 C. Detail findings 1. Popular Brand Index 2. Brand awareness 3. Expansive 4. Market Share 5. Future Intention 6. Switching
  • 11. 11 C. Detail findings 3. Expansive [Top 10 Rank] 23.0 16.4 15.3 12.2 5.7 5.4 4.0 3.2 3.0 2.2 Pond's Smooth E Garnier Nivea Preme Nobu Biore Clean & Clear L'Oreal Olay Shokubutsu Expansive is the spread of facial cleaner Brand that can be seen anywhere. In this study Pond’s (23.0%) took the first place and Smooth E (16.4%) took the second and Garnier (15.3%) took the third. In other words, every brands have a lot of advertising on TV, Event or Roadshow , Internet, Sampling and etc. But Pond’s is the best in this aspect. (n = 1,426) Unit : %
  • 12. 12 C. Detail findings 1. Popular Brand Index 2. Brand awareness 3. Expansive 4. Market Share 5. Future Intention 6. Switching
  • 13. 13 C. Detail findings 4. Last Purchased [Top 10 Rank] 16.5 16.1 13.4 9.7 5.8 5.7 5.3 3.4 3.3 3.3 Pond's Smooth E Garnier Nivea Clean & Clear Biore Neutrogena L'Oreal Dr. Montri Hada Labo Last purchased is measured by the level of the respondents percentage who purchased the facial cleaner in the last 3 months. Pond’s take the first place as the most purchased brand of facial cleaner in the last 3 months (16.5%). Followed by Smooth E (16.1%) at the second place, with only (0.4%) narrow margin. Pond’s and Smooth E have been competing tightly. (n = 1,426) Unit : %
  • 14. 14 C. Detail findings 1. Popular Brand Index 2. Brand awareness 3. Expansive 4. Market Share 5. Future Intention 6. Switching
  • 15. 15 C. Detail findings 5. Future Intention [Top 10 Rank] 11.8 11.8 9.1 7.6 7.6 7.5 6.6 3.6 3.6 3.2 Smooth E Hada Labo Preme Nobu Pond's L'Oreal Neutrogena Garnier Nivea Biore Shokubutsu Future Intention measured by the percentage of respondents to the facial cleaner Brand which will be purchased in the future. From the graph, Smooth E and Hada Labo take the first place by earning 11.8 %, followed by Preme Nobu (9.1%) and Pond’s (7.6%). This result show that Pond’s need to do something to make customer having more potential to purchase their brand in the future. (n = 1,426) Unit : %
  • 16. 16 C. Detail findings 1. Popular Brand Index 2. Brand awareness 3. Expansive 4. Market Share 5. Future Intention 6. Switching
  • 17. 17 23% 77% Switch Loyal C. Detail findings 6. Switching Switch In & Switch Out [Top 10 Rank] The result show that 77% of 1426 samples have intention to switch to another facial cleaner Brand and 23% will keep purchase the same facial cleaner brand. This should be a major concern for the facial cleaner business. The facial cleaner company should be taken some action to face intense competition in this industry. From the Switch In & Switch Out graph shows that Hada Labo has the biggest amount of consumers increase 11.1%), while Pond’s has the biggest amounts of consumer decrease (-11.6%). Pond’s needs to increase consumer loyalty to maintain its rank. (n = 1,091) *Sort by Last Purchased *Relative to respondents who have intention to switch -11.6% -5.6% -8.9% -7.8% -3.9% -2.6% 3.0% 5.4% -0.4% 11.1% Garnier Clean & Clear Biore Dr. Montri L'Oreal Pond's Neutrogena Nivea Hada Labo Smooth E (n = 1,426)
  • 18. FOR FURTHER INQUIRIES, PLEASE CONTACT: W&S Co. Ltd., » Address : 18th Floor, Room 1808, Two Pacific Place Building, 142 Sukhumvit Road, Klongtoey Subdistrict, Klongtoey District, Bangkok 10110, Thailand » Tel : (+66) 2 6530 411 » Email : info@yimresearch.com » Website : http://yimresearch.com; http://wsgroup-asia.com/ The copyright of this report belongs to W&S Holdings Joint Stock Company. *** Our report is officially free for those who are interested, and open for using this report as references. For any usages regarding to our results, please refer W&S as your sources of information.

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