View report (English) - W&S|Online Market Research in Vietnam

REPORT ON SANITARY NAPKIN MARKET 2012
RESEARCH INFORMATION
1. Research methodology: Quantitative - Online
2. Timing: 15th - 20th November 2012
3. Sample size: 302
4. Research area: Nationwide
5. Target respondents: Female aged 16 years old and above
6. Purpose: To understand about sanitary napkin market in Vietnam.
EXECUTIVE SUMMARY
According to the research result with 302 female members of Vinaresearch.net, there are the following main
points:
1. Kotex and Diana are top two leading brands in term of brand awareness with 99.3% and 99.0%
respectively.
When mentioning about current sanitary napkin brands in Vietnam, 52.6% of 302 surveyed respondents
firstly thought about [Kotex], the following is [Diana] with 41.4%. However, total awareness of [Diana]
seems to be a little bit higher than [Kotex] by 0.3%.
2. Kotex is mostly used among regular brands.
Based on the research result, 82.8% chose [Kotex] as one of regular sanitary napkin brands.
3. Kotex and Diana have equal percentage of using as main brand.
Percentage of using [Kotex] and [Diana] as main brand is equivalent. This proves that these two brands
are directly competitors in term of quantity of consumers in Vietnam market.
4. More than 50% is loyal to current brand even though they used another brand in the past.
When asking about the last main brand, most respondents used [Another brand] beside the current brand
(account for 77.8%). Amongst previous brands, [Kotex] was mostly chosen in the past.
Regarding intention of switching to use another brand in the future, 61.6% of 302 respondents chose their
current brand. However, there is still 38.4% choosing another brand in the future, and [Whisper] was
mostly considered by these respondents, account for 36.2%
5. Kotex's advertisement has the highest recognition.
[Kotex's advertisement] has the highest frequency of viewing compared to other brands, account for
96.0%. The following is [Diana] with slight percentage variance of 3%.

6. Absorption rate is the most important factor in choosing sanitary napkin product.
80.5% over 302 respondents agreed that [Absorption rate] was very important. The following are [Origin]
and [Suitable size].
7. Doctor / Professionals of healthcare is the most reliable source when getting advice of choosing
sanitary napkin brand.
When searching information about sanitary napkin product, the most reliable source is [Doctor /
Professionals of healthcare], account for 59.6%.
8. Supermarket is the most common place for buying sanitary napkin product.
The most chosen place is [Supermarket] with 70.2%. There is a few people buying sanitary napkin product
through [Website] or [Imported goods selling stores].
9. Daily sanitary napkin is used by more than 50% surveyed people.
Besides menstrual sanitary napkin (Daytime), [Daily sanitary napkin] is also rather preferred, account for
67.9%.

RESEARCH FINDINGS
1.Kotex and Diana are top two leading brands in term of brand awareness with 99.3% and 99.0% respectively
When mentioning about current sanitary napkin brands in Vietnam, 52.6% of 302 surveyed respondents firstly
thought about [Kotex], the following is [Diana] with 41.4%. However, total awareness of [Diana] seems to be
a little bit higher than [Kotex] by 0.3%.
Q1. When mentioning about sanitary napkin, what brand comes to your mind firstly?
TOTAL TOM SPONTANEOUS
n=302 n=302 n=299
Unit: %
Whisper
64.2
Whisper
3.0
Whisper
16.1
Laurier
75.2 Laurier
1.0
Laurier
19.1
Diana
Diana 99.3
41.4
Diana
54.5
Kotex
Kotex 99.0
52.6 Kotex
45.5
.0 40.0 80.0
.0 20.0 40.0 60.0
.0 20.0 40.0 60.0
2. Kotex is mostly used among regular brands.
Based on the research result, 82.8% chose [Kotex] as one of regular sanitary napkin brands.
Q3. What brands you use often?
100.0
n=302
80.0
82.8
79.5
60.0
40.0
20.0
18.9
15.2
.0
Kotex Diana Laurier Whisper
Unit: %

3. Kotex and Diana have equal percentage of using as main brand.
Percentage of using [Kotex] and [Diana] as main brand is equivalent. This proves that these two brands are
directly competitors in term of quantity of consumers in Vietnam market.
60.0
Q4. What brand you use most often?
n=302
47.7
46.0
40.0
20.0
.0
2.3 2.0
Kotex Diana Laurier Whisper
Unit: %
4. More than 50% is loyal to current brand even though they used another brand in the past.
When asking about the last main brand, most respondents used [Another brand] beside the current brand
(account for 77.8%). In which,Amongst previous brands, [Kotex] was mostly chosen in the past.
Unit: %
Unit: %
Q7a. What was your main brand
before changing to the current
brand?
50.0
40.0
41.7
32.8
30.0
22.2
77.8
20.0
10.0
9.8
8.1
The same
Another brand
.0
Kotex Diana Laurier Whisper
n=302 n=235

Regarding intention of switching to use another brand in the future, 61.6% of 302 respondents chose their
current brand. However, there is still 38.4% choosing another brand in the future, and [Whisper] was
mostly considered by these respondents, account for 36.2%
Unit: %
Q13. What brands you intend to
use in the future?
Unit: %
40.0
36.2
30.0
27.6
29.3
25.0
38.4
20.0
61.6
10.0
Not have intention
Intend to change
.0
Kotex Diana Laurier Whisper
n=302 n=116
5. Kotex's advertisement has the highest recognition.
[Kotex's advertisement] has the highest frequency of viewing compared to other brands, account for
96.0%. The following is [Diana] with slight percentage variance of 3%.
Q21. The following is current brands in Vietnam. Please tell us what
brands you saw / were heard of their advertisement?
100.0
96.0 93.4
n=302
80.0
60.0
73.5
62.3
40.0
20.0
.0
Kotex Diana Laurier Whisper
Unit: %
6. Absorption rate is the most important factor in choosing sanitary napkin product.
80.5% over 302 respondents agreed that [Absorption rate] was very important. The following are [Origin]
and [Suitable size].

Q15. Please tell us how much you feel important about sanitary napkin
product's features?
Not important at all Not important Neutral / Normal Important Very important
n=302
Consultant's attitude
37.7
33.4
21.2
Size
5.3
38.4
53.6
Ambassador
51.0
17.9
6.3
Promotion campaign
30.5
42.1
21.5
Advertisement
48.0
28.1
8.6
Distribution channel
42.7
29.1
11.3
Package design
47.4
29.8
12.6
Absorption rate
2.3
14.9
80.5
Quantity of each pack
34.8
36.4
19.5
Price
22.2
40.7
32.8
Origin
9.6
27.8
59.3
Brand
15.2
40.1
39.4
Unit: %
7. Doctor / Professionals of healthcare is the most reliable source when getting advice of choosing
sanitary napkin brand.
When searching information about sanitary napkin product, the most reliable source is [Doctor / Professionals
of healthcare], account for 59.6%.
Q16. In your opinion, how much credibilty for each of the following
information sources?
Very incredible Incredible Neutral / Normal Credible Very credible
Doctor / Professional of healthcare 8.3 30.5
59.6
Go around convenient store
Go around supermarket
6.0
6.6
60.3
49.7
26.5
33.1
5.3
8.3
Flyer
21.2
60.3
9.6
Other websites 13.6
63.6
16.6
Newspaper / Magazine 9.3
50.0
31.8 5.0
Advertising on TV 11.9
51.0
25.5 7.6
Salesperson at grocery 10.3
58.3
24.8
Salesperson at supermarket 7.3
57.0
29.1 5.6
Friend / Colleague 12.6
46.7
40.4
Family and relative .7 10.6
38.1
49.7
Forum and website for female only 5.0 25.8
51.3
15.2
Online search engine 11.3
53.6
22.8
n=302
Unit: %

8. Supermarket is the most common place for buying sanitary napkin product.
The most chosen place is [Supermarket] with 70.2%. There is a few people buying sanitary napkin product
through [Website] or [Imported goods selling stores].
Q11. In the latest purchase, where you bought sanitary napkin product?
100.0
n=302
80.0
60.0
70.2
57.9
40.0
20.0
.0
Supermarket Grocery Convenient
store
19.5 18.2
Market
5.6
Healthcare
product
selling store
1.7 .3
Imported
product
selling store
Website
Unit: %
9. Daily sanitary napkin is used by more than 50% surveyed people.
Besides menstrual sanitary napkin (Daytime), [Daily sanitary napkin] is also rather preferred, account for
67.9%.
100.0
Q8. What kind of sanitary napkin you usually buy?
91.1
n=302
80.0
67.9
60.0
58.3
40.0
20.0
.0
Daily sanitary napkin
Menstrual sanitary napkin
(Daytime)
Menstrual sanitary napkin
(Nighttime)
Unit: %

RESPONDENT INFORMATION
35.0
30.0
25.0
20.0
15.0
10.0
5.0
.0
10.6
16 - 19
years old
23.5
20 - 24
years old
29.1
25 - 29
years old
23.5
Unit: %
13.2
30 - 34 35 years
years old old and
above
40.4
19.9
Area
39.7
Unit: %
Northern
Middle
Southern
CONTACT INFORMATION
W&S Company Limited
Address: Room A, Floor 10, 40 Pham Ngoc Thach Street, Ward 6, District 3, Ho Chi Minh City, Vietnam.
Phone: (08) 38 223 215 Fax: (08) 38 223 216
E-mail: info@vinaresearch.jp
The copyright of this report belongs to W&S Company Limited. The results (analyzing, wording,
data, tables and graphs) of this survey can be publicly used, but must be cited and sourced
from W&S Company Limited (also include its website address http://vinaresearch.jp).