RTD Tea Bottle

Indonesia Popular Brand 2014

Omnibus Popular Brand Index

Date: January 2015

2

A. Detail findings

1. Popular Brand Index

2. Brand awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

3

A. Detail findings

1.1. Popular Brand Index Concept

POPULAR BRAND INDEX (PBI)

Top of Mind

(TOM)

Expansive

Last Used

Future Intention

𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 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.

One of the most important Assets of the company andrepresent identity of a company is the Brand. "Brand or trademarkis a name or symbol that is associated with the product/service andcause psychological meaning/association". In addition, the brandalso as a promotional tools, so that a product with certain brandwould likely gain popularity or awareness in the community levelthat will affect consumer behaviour in the community.

To determine organization performance we could see fromdevelopment of the brand. W&S study based on development ofPBI (Popular Brand Index) concept which included community topof mind brand, expansive or spread of the brand, total purchase orlast used of the brand, and consumer intention to purchase brand.

4

A. Detail findings

1.2. Popular Brand Index Results (PBI)PBI is obtained by the Internet sampling (Online Panel) and with samples of 1400 respondents in the W&S

database Indonesia (nusaresearch). The results obtained for RTD Tea Bottle Category with PBI concept is as follows:

Incidence Rate of RTD Tea Bottle buyer (Percentage of RTD Tea Bottle buyer in periode October – December 2014)is 57.1% from panel population W&S Group Indonesia.

Teh botol SOSRO got the first rank od PBI (42.1), and

the second rank is Tehpucuk HARUM (15.6).

Rank of Popular RTD Tea Bottle PBI IR

1 Teh botol SOSRO 42.1

57.1%

2 Teh pucuk HARUM 15.6

3 Teh Gelas 9.2

4 frestea 8.6

5 Nu Green Tea 8.0

6 fruit tea 3.8

7 MYTEA 2.5

8 TEBS 2.0

9 ICHI OCHA 1.3

10 MIRAI Ocha 0.9

5

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

6

A. Detail findings

2.1. Brand Awareness – Top Of Mind

n Sample : 799

To see the power of RTD Tea Bottle, can bemeasured by the level of knowledge of respondents to theRTD Tea Bottle. From the results of the Top of Mind(TOM) or RTD Tea Bottle that remembered the first timeand that brand comes to mind with spontaneously whenspeaking in the context of RTD Tea Bottle are Teh botolSOSRO (55.1%) and Teh pucuk HARUM (12.9%). But forICHI OCHA (0.6%) is quite higher than TEBS (0.4%).

55.1%

12.9%

7.4%

6.1%

5.4%

1.8%

0.9%

0.6%

0.4%

0.3%

Teh botol SOSRO

Teh pucuk HARUM

Teh Gelas

frestea

Nu Green Tea

fruit tea

MYTEA

ICHI OCHA

TEBS

MIRAI Ocha

7

A. Detail findings

2.2. Brand Awareness

When looking Unaided of RTD Tea Bottle that spontaneously comes to mind of the respondent, apparently Tehbotol SOSRO still dominate. It shows that respondents easier to remember Teh botol SOSRO than other brands withoutShowcard. However, when viewed from the Aided or RTD Tea Bottle that respondents remembered after being givenassistance (Showcard), frestea (50.8%) is higher than Teh Gelas (50.5%). It make frestea got higher rank of TotalAwareness than Teh Gelas.

n Sample : 799

78.2%

40.6%

26.5% 26.3% 22.4%16.6%

6.8% 4.1% 5.1% 5.8%

13.2%

41.8%

50.8% 50.5%53.3%

51.9%

48.9%

42.5%34.3% 33.0%

91.4%

82.4%77.3% 76.8% 75.7%

68.5%

55.7%

46.6%

39.4% 38.8%

Teh botolSOSRO

Teh pucukHARUM

frestea Teh Gelas Nu Green Tea fruit tea TEBS MIRAI Ocha ICHI OCHA MYTEA

Aided

UnAided

TotalAwareness

8

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

9

A. Detail findings

3. Expansive

Expansive is the spread of RTD Tea Bottle that can be seen anywhere, such as ads on TV, billboards, internet ads,etc. In this study, Teh botol SOSRO got the highest percentage (46.1%). Ten, TEBS (1.4%) get a higher percentage thanMYTEA (1.3%).

n Sample : 799

46.1%15.6%

11.1%

10.4%

7.5%

3.1%

1.4%

1.3%

0.5%

0.4%

10

A. Detail findings

4. Frequent User

Last Used / Market Share is measured from the level of the respondents percentage who used the RTD Tea Bottle in thelast 3 months.

Also seen, Teh botol SOSRO (35.2%), Teh pucuk HARUM (18.1%), and Teh Gelas (10.8%) are top 3 brands of RTD TeaBottle which bought in the last time.

n Sample : 799

35.2%18.1%

10.8%

9.6%

8.3%

4.5%

3.1%

2.8%

1.6%

0.8%

11

A. Detail findings

5. Future Intention

Future Intention measured by the percentage of respondents to the RTD Tea Bottle which will be used in the future.Future intention percentage is measured by the Loyal respondents and Switched respondents. In this study, Nu Green Teaget the third rank of RTD Tea Bottle which want to buy in the future (11.3%). It is a big opportunity for Nu Green Tea to beused in the future.

n Sample : 799

30.3%16.4%

11.3%

9.1%

8.3%

6.0%

4.9%

3.6%

2.4%

2.0%

12

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

13

36.7%

63.3%

A. Detail findings

6.1. Switching

n Sample : 246*Relative to respondent who switch to another brand

n Sample : 799

From this research, the amount of loyal RTD TeaBottle buyer (63.3%) is higher than RTD Tea Bottle whowant to switch to other brands. If Last Used RTD TeaBottle compared with Future RTD Tea Bottle, Teh botolSOSRO get decreasing buyer in the future (13.0%). AndNu Green Tea get the highest increasing of the numberof RTD Tea Bottle buyer in the future (9.8%), thenfollowed by fruit tea (4.8%).

Loyal

Switch

-13.0%

-5.3%

-8.1%

-2.0%

9.8%

4.8%

4.0%

2.8%

2.8%

4.1%

Teh botol SOSRO

Teh pucuk HARUM

Teh Gelas

frestea

Nu Green Tea

fruit tea

MYTEA

TEBS

ICHI OCHA

MIRAI Ocha

14

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

15

A. Detail findings

6.2. Ever Used and Conversion Rate

Conversion Rate

Ever Used Brand

Brand awareness

Top of Mind

Conversion Rate

Ever Used Brand

Brand awareness

Top of Mind

n Sample : 799

By conversion rate, it could inferred from ratio of Ever Used RTD Tea Bottle and Brand Awareness. Higher conversionrate indicates that users are aware towards the RTD Tea Bottle. Furthermore, it has more possibilities to consume RTD TeaBottle in future. From the result we can see that average of percentage of Ever Used Brand is smaller than percentage ofBrand Awareness. Teh botol SOSRO and Teh pucuk HARUM get high conversion rate, 89.3% and 79.9%.

55.1%

91.4%

81.6%

89.3%

12.9%

82.4%

65.8%

79.9%

7.4%

76.8%

57.6%

75.0%

6.1%

77.3%

60.3%

78.0%

5.4%

75.7%

60.2%

79.5%

1.8%

68.5%

51.1%

74.6%

0.9%

38.8%

18.4%

47.4%

0.4%

55.7%

33.2%

59.6%

0.6%

39.4%

17.6%

44.7%

0.3%

46.6%

21.9%

47.0%

16

B. Respondent profile

Monthly Household Income

53.6% 46.4%

Age

n Sample : 1,115

Gender

10.5%

29.2%

23.3%

37.0%

Below 20 years old

20 ~ 24 years old

25 ~ 29 years old

30 years old and above

2.6%

1.3%

4.0%

10.9%

12.5%

9.9%

12.9%

10.6%

14.5%

12.8%

8.0%

Over IDR 40,000,000

IDR 30,000,001 - IDR 40,000,000

IDR 20,000,001 - IDR 30,000,000

IDR 11,000,001 - IDR 20,000,000

IDR 8,500,001 - IDR 11,000,000

IDR 6,500,001 - IDR 8,500,000

IDR 4,500,001 - IDR 6,500,000

IDR 3,500,001 - IDR 4,500,000

IDR 2,500,001 - IDR 3,500,000

IDR 1,500,001 - IDR 2,500,000

Less than IDR 1,500,000

PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’.Online research is conducted based on Nusaresearch – our actively managed over 100,000 members panel with various segmentationsacross Indonesia.

FOR FURTHER INQUIRIES, PLEASE CONTACT:

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The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs) ofthis survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website addresshttp://nusaresearch.com).