female deodorant usage in indonesia
TRANSCRIPT
STUDY ABOUT FEMALE DEODORANT USAGE IN INDONESIABY DI-MARKETING (www.di-onlinesurvey.com)
Dec, 2016
2
SCOPE OF WORK
This survey was conducted to study about female deodorant usage in Indonesia
Methodology: Online survey
Fieldwork time: 7 days (01/11/2016 to 07/11/2016)
Sample size: N = 400
Geography: Nationwide
3
KEY FINDINGS
• Rexona, Dove, Nivea are the top 3 most well-known brands in Indonesia
• TV ad (74%) and Points of sales (65%) are effective channels to gain brand awareness
• Rexona dominates Indonesia female deodorant market with 65% share, followed by Dove 18%
• Effective odor prevention (63%), nice fragrance (50%) and No under-arm stain marks (49%) are top
deodorant choice reasons
• 91% customers are satisfied and 33% are loyal with their current deodorant brand
• Top 2 dissatisfaction points: Under-arm stain marks (29% of respondents) and Non-Skin whitening
function (26%)
• 78% apply deodorant from 1 to 3 times per day and 74% buy deodorant at least once/month
• Supermarket is the best place for selling deodorant (59%)
• 93% spend $2.5-$5 on each deodorant purchase
• Majority use 50-75ml volume and roll-on function
4
KEY FINDING VIETNAM INDONESIA
Most well-known brands Nivea, Rexona, Dove Rexona, Dove, Nivea
Market leaders Nivea (42%) Rexona (65%)
Main source of brand awareness
TV ads (76%) and points of sales (70%)
TV ads (74%) and points of sales (65%)
Top brand choice criteria Nice fragrance (65%), effective odor prevention (61%), and trusted brand (50%)
Effective odor prevention (63%), nice fragrance (50%) and no under-arm stain marks (49%)
Usage frequency 76% apply deodorant from 1-2 times/day
78% apply deodorant from 1-3 times/day
Purchase frequency 59% buy deodorant from once/month to every 2 months
74% buy deodorant at least once/month
Key purchase channel Supermarket (89%) Supermarket (59%)
Expenditure per each purchase
65% spend $2.5-$5 93% spend under $2.5-$5
VIETNAM VS. INDONESIA
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N = 400
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
Female 100%
Over 35
26-30
18-25
Under 18
17%
31%
44%
7%
Others
Medan
Bandung
Surabaya
Bodetabek
Jakarta
34%
3%
9%
10%
17%
28%
Others
Factory Worker
Job seeker/Retired
Engineer/Doctor/Teacher
Self-employed
Officer
Student
Housewife
1%
4%
5%
6%
11%
17%
21%
37%
6
REXONA, DOVE, NIVEA ARE TOP 3 MOST WELL-KNOWN BRANDS
Do you know any deodorant brands listed below? (By age)
Lady speed stick
Sebamed
Marks & Spencer
Kiehl's
Nu Skin
Adidas
The Body Shop
Marina
Vitalis
Nivea
Dove
Rexona
3%
6%
8%
8%
15%
20%
23%
24%
45%
64%
74%
95%
Total
3%
3%
3%
3%
7%
13%
3%
7%
13%
17%
13%
97%
Under 18
2%
5%
8%
7%
12%
13%
21%
21%
40%
61%
72%
93%
18-25
3%
6%
4%
7%
17%
22%
23%
26%
55%
73%
85%
94%
26-30
6%
9%
15%
13%
22%
34%
35%
35%
53%
78%
82%
97%
Over 35
N = 400 N = 30 N = 178 N = 124 N = 68
7
TV AD AND POINTS OF SALES ARE THE BEST CHANNELS TO GAIN BRAND AWARENESS
How do you know these brands? (By age)
Media out of homes
Through promotion persons
Ecommerce sites
News/ Magazines
Friends/ relatives recommendation
Sampling/ trial products
Facebook ads
Online ads
Through selling places( supermarket, convenience stores,…)
TV ads
13%
14%
20%
26%
29%
30%
41%
43%
65%
74%
Total
3%
0%
3%
10%
10%
10%
7%
20%
87%
17%
Under 18
12%
10%
19%
22%
29%
24%
42%
42%
62%
73%
18-25
15%
19%
25%
30%
27%
36%
44%
48%
62%
88%
26-30
19%
21%
18%
35%
40%
41%
49%
44%
69%
75%
Over 35
N = 400 N = 30 N = 178 N = 124 N = 68
8
REXONA PREVAILS INDONESIA FEMALE DEODORANT MARKETWITH 65% SHARE, FOLLOWED BY DOVE WITH 18%
Which brand of deodorant are you using the most frequent? (By age)
Others
Adidas
Lady speed stick
Marks & Spencer
Nu Skin
The Body Shop
Vitalis
Marina
Nivea
Dove
Rexona
1%
0%
0%
0%
1%
1%
1%
2%
11%
18%
65%
Total
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
100%
Under 18
1%
1%
1%
1%
1%
1%
2%
2%
13%
19%
60%
18-25
1%
0%
0%
0%
1%
2%
0%
1%
12%
20%
63%
26-30
3%
0%
0%
0%
0%
1%
1%
3%
7%
16%
68%
Over 35
N = 400 N = 30 N = 178 N = 124 N = 68
9
Rexona Dove Nivea Vitalis Marina The Body Shop
Adidas Nu Skin Marks & Spencer
Lady speed stick
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%94%
74%
64%
45%
25% 23%19%
16%
8%3%
65%
18%
11%
1% 2% 1% 0% 1% 0% 0%
Awareness
Usage
REXONA IS LEADING THE INDUSTRY SINCE IT GAINS HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE
Do you know any deodorant brands listed below?Which brand of deodorant are you using the most frequent?
N = 400
10
REXONA LEAVES OTHER COMPETITORS BEHIND IN TERM OF AWARENESS AND USAGE
Rexona
Dove
Nivea
Do you know any deodorant brands listed below?If you’re using deodorant, which brand of deodorant are you using the most frequently?
N = 400Usage
Awareness
High
High
Low
Low
11
87% USERS BUY DEODORANT BY THEMSELVES
In your family, who usually buy deodorant for you? (By brand)
Total Under 18 18-25 26-30 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3% 3% 4% 1%4% 13% 6% 2% 1%
6% 2% 10% 9%
87% 87% 89%84% 87%
1%
Myself
Boyfriend/ husband
Mother
Siblings/ Cousins/ Aunt
Others
N = 400 N = 30 N = 178 N = 124 N = 68
12
Others
Foreign brand
Frequent promotions
My friends/relatives recommend the brand to me
Famous brand
Leave smooth under-arm skin
Whitening my under-arm skin
Keeps under- arm skin dry
Trusted brand
Anti bacteria effectively
Affordable price
Prevent sweating effectively
Long lasting fragrance
Don't leave white/yellow stain on my under-arm shirt or T-shirt
Nice fragrance
Prevent body odor effectively
1%
3%
8%
11%
20%
22%
25%
36%
37%
39%
39%
40%
49%
49%
50%
63%
Total
0%
3%
6%
10%
18%
15%
18%
34%
34%
34%
37%
38%
43%
49%
42%
63%
Rexona
0%
5%
13%
17%
28%
40%
43%
50%
47%
52%
40%
45%
62%
50%
67%
65%
Dove
0%
0%
17%
8%
17%
36%
42%
39%
39%
53%
53%
44%
61%
50%
69%
64%
Nivea
EFFECTIVE ODOR PREVENTION, NICE FRAGRANCE AND NO UNDER-ARM STAIN MARKS ARE TOP REASONS FOR CHOOSING DEODORANT
If you buy deodorant yourself, why do you choose that brand? (By brand)
N = 347 N = 235 N = 60 N = 36
Rexona = Effective odor prevention + no under-arm stain marks + long lasting fragranceDove/Nivea = Effective odor prevention + nice and long lasting fragrance
13
91% ARE SATISFIED WITH THEIR CURRENT DEODORANT BRAND
Total Rexona Dove Nivea0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
9% 8%12% 14%
43% 43%
42%50%
48% 49%45%
36%
2%
Very satisfied
Satisfied
Normal
Unsatisfied
How do you feel with your current deodorant brand? (By brand)
N = 347 N = 235 N = 60 N = 36
Rexona owns highest level of consumer satisfaction with 49%
14
33% LOYALTY WITH THEIR CURRENT DEODORANT BRANDBUT 50% ARE ALSO BUYING OTHER BRANDS
Rexona own the highest ratio of loyal consumer (34%)
Total Rexona Dove Nivea0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1% 1% 3% 3%10% 9% 7%
22%
39% 42%
30%
39%
17% 14%
27%
11%
33% 34% 33%25% 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 at other brands.
I will use this deodorant brand parallel with other brand
I will try other deodorant brands
What is your usage intention towards this brand in the future? (By brand)
N = 347 N = 235 N = 60 N = 36
15
REXONA DOING WELL SINCE IT CAN MAKE CUSTOMERS FEEL SATISFIED AS WELL AS LOYAL TO THE BRAND
RexonaDove
Nivea
Are you satisfied with your current brand of deodorant?
Will you choose this brand of deodorant for your next shop?N = 347Loyalty
Satisfaction
High
High
Low
Low
16
25%
3%
3%
0%
8%
14%
8%
11%
8%
14%
17%
22%
11%
Nivea
37%
0%
3%
8%
7%
7%
3%
8%
20%
5%
17%
23%
10%
Dove
Nothing
Others
Be allegic to skin
Prevent body ordor ineffectively
Prevent sweating ineffectively
Do not leave smooth skin
Very strong fragrance
Darken under- arm skin
Expensive in price
Fragrance does not last long
Be not effective as advertising
Do not whiten/ frighten skin
Leave white/yellow stain on my under-arm shirt or T-shirt
22%
0%
1%
5%
6%
7%
7%
10%
11%
14%
16%
26%
29%
Total
LEAVE STAIN ON UNDER-ARM SHIRT AND NON-SKIN WHITENING FUNCTION ARE THE MOST REASONS MAKE CUSTOMERS UNHAPPY
Rexona = Leave stain on under-arm shirt + non-skin whitening functionDove = Non-skin whitening function + expensive price
Nivea = Non-skin whitening function + be not effective as advertisingIs there anything that makes you unsatisfied about your current deodorant brand? (By brand)
N = 347 N = 235 N = 60 N = 36
19%
0%
1%
3%
6%
6%
9%
9%
7%
14%
14%
27%
39%
Rexona
17
72% ARE WILLING TO RECOMMEND THEIR CURRENT DEODORANT BRAND TO OTHERS
Dove (48%) has the highest top box recommendation level compared to others
What is your ability to recommend your deodorant brand to others? (By brand)
Total Dove Rexona Nivea0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1% 1%2% 2% 2%
26%22%
27%28%
27%28%
24%39%
45% 48% 46%
33%I will recommend definitely
I will recommend
I may recommend
I will not recommend
I will not recommend definitely
N = 347 N = 60 N = 235 N = 36
18
40% CONSIDER DEODORIZING FUNCTION AS THE TOP FEATURE TO MAKE PURCHASE DECISIONNo under-arm stain marks (22%) and long lasting fragrance (14%) are the most concerned
functions, after deodorizing
Total Under 18-25 26-30 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3% 3% 3% 5%3% 5% 3% 0%
7% 8% 8% 5%
10% 10%6%
19%
14% 14%
12%
17%
22%
31%
10%
17%
40%30%
60%
37%
Deodorizing
Don't leave white/yellow stain on my under-arm shirt or T-shirt
Long lasting fragrance
Keep my skin dry
Whitening under-arm skin
Prevent under-arm hair growing
Mosturizing under-arm skin
What is your most functional concerns when choosing a deodorant? (By age)
N = 347 N = 184 N = 104 N = 59
19
78% APPLY DEODORANT FROM 1 TO 3 TIMES PER DAY
Under 18-25 group use deodorant more than other age groups
Total Under 18-25 26-30 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3% 3% 2% 5%
21% 20% 17%
31%
45%
28%
68%
54%
12%
17%
6% 7%19%
32%
6% 3%
1%
More than 3 times /day
3 times /day
2 times /day
Once /day
2-3 days / time
Less than Once /week
How frequent do use apply deodorant? (By age)
N = 347 N = 184 N = 104 N = 59
20
0%
3%
7%
11%
16%
15%
15%
53%
47%
Under 18-25
OVERALL, SUPERMARKET IS THE BEST PLACE FOR SELLING DEODORANT
Others
Sellers on facebook
Pharmacies (not chain)
Brand shops in Department stores ( Sogo, Debenhams, Metro, Central, etc)
Ecommerce Website ( Lazada, Tokopedia, Bukalapak,..)
Beauty and pharmacy chain (Guardian, Watson, Century, etc)
Kiosk
Brand shops on the mall
Supermarket (Carrefour, Giants,..)
0%
2%
8%
13%
15%
15%
16%
40%
59%
Total
1%
1%
13%
13%
16%
18%
18%
29%
67%
26-30
0%
2%
3%
15%
7%
10%
19%
22%
85%
Over 35
Where do you usually buy deodorant? (By age)
N = 347 N = 184 N = 104 N = 59
Under 18-25 group prefer brand shops on the wall to other selling places
21
93% SPEND UNDER $2.5-$5 ON DEODORANT PER PURCHASE
Total Under 18-25 26-30 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1% 2%6% 7% 5%5%
46% 43%47% 51%
47% 49%44% 44%
1%1%
Under $2.5
$2.5 - $5
$5 - $7.5
$7.5 - $10
$10 - $12.5
Over $12.5
If you buy deodorant yourself, how much do you spend on deodorant per buying time?(By age and monthly income)
The higher income, the more they spend for buying deodorant
N = 347 N = 184 N = 104 N = 59 N = 347 N = 95 N = 87 N = 100Total Under $65 $65-$95 $95.1-$185 Over $185
1% 1% 1% 1%2%
6% 8% 8% 8%
46%
22%
55% 53%55%
47%
76%
36% 38%34%
1% 2%
N = 65
22
51% USE 50-75ML DEODORANT VOLUME SIZE
Under 18-25 group prefer under 50 ml volume size to others
Total Under 18-25 26-30 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3% 3% 4% 5%1% 1% 2% 2%5% 4%6% 7%
16%14%
19%20%
51%
45%
58%58%
23%
34%
12% 8%
Under 50 ml
50 - 75 ml
75 - 100 ml
100 - 150 ml
Above 150 ml
I don't remember/ don’t care
How big is the size of your deodorant? (By age)
N = 347 N = 184 N = 104 N = 59
23
76% USER ROLL-ON DEODORANT
Total Under 18-25 26-30 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2% 3% 1%4% 4%
3% 3%
4% 2%4%
10%
14% 15% 16% 7%
76% 76% 76% 80%
Roll on
Spray
Stick
Cream
Gel
What type of deodorant do you prefer? (By age)
N = 347 N = 184 N = 104 N = 59
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CONTACT US
• Japan & Taiwan:o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japano Contact person: Mr. Hideyuki Kato (CEO)o Email: [email protected] 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, Vietnamo Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)o Email: [email protected] 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, Thailando Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)o Email: [email protected] Contact number: +66 96 245 3656
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CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesiao Contact person: Mr. Hendry Pratama (Manager - DI Marketing)o Email: [email protected] Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903o Contact person: Mr. Sujit Kunte (Regional representative)o Email: [email protected] Contact number: +65 9127 7654
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