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

5

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

24

CONTACT US

• Japan & Taiwan:o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japano Contact person: Mr. Hideyuki Kato (CEO)o Email:  hideyuki.kato@di-mktg.como 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:  dang.h@di-mktg.como 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:  pimparima.p@di-mktg.como Contact number: +66 96 245 3656

25

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: hendry.p@di-mktg.como 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:  kunte.sujit@dreamincubator.com.sgo Contact number: +65 9127 7654

26