MARKET RESEARCH FOR DECISION MAKERS

1. MARKET RESEARCHFOR DECISION MAKERS Prepared for: MARCOM Prepared by: TRAN NGOC DUNG May, 2005

2. BUSINESSORIENTED RESEARCH TOOLS Desk research Qualitative Usage & Attitude study (U&A) Segmentation research Market / category analysis Consumers’ needs & insights Competitors’ analysis 1 Concept development Concept test Product test Packaging test Pricing study Ad pre-test Ad post-evaluation Product development Advertising development 4 Test marketing Brand tracking Distribution check Customer Satisfaction Index (CSI) Sales forecasting & launching

3. STRATEGIC DECISIONS Brand health Positioning & imagery Advertising evaluation Distribution Product value Customer satisfaction (CSI) Category analysis

4. BRAND HEALTH DIAGNOSIS BRAND D BRAND B BRAND C % BRAND A Total awareness Trial Share of usage Coverage (weighted) 71% 13% 54% 56% Conversion rate

5. FORM 2 FORM 2 FORM 2 FORM 3 FORM 3 FORM 3 FORM 4 FORM 4 FORM 4 FORM 1 FORM 1 FORM 1 “REAL” PRODUCT QUALITY HCMC HANOI TOTAL Mean score 3.37 3.62 3.14 3.16 3.24 3.61 3.06 3.28 3.50 3.63 3.23 3.04 N =200 N=200 N=200 N=200 N=100 N=100 N=100 N=100 N=100 N=100 N=100 N=100

6. BRAND IMAGERY MAPPING This brand perceptual mapping uses “correspondence analysis” tool to place different brand on a perceptual map which helps to see relative position of each brand against others in customers’ mind. Then, this could reveal which brand is owning which segment of needs and which brands are direct competitive to a certain brand. This helps with decisions on enhancing, adjusting, or re-positioning brand.

7. POSITIONING CHOICE MAP SECONDARY DIFFERENTIATOR CRITICAL DIFFERENTIATOR CATEGORY PREREQUISITE LESS RELEVANT

8. Brand A Brand B Brand C Brand D BRAND IMAGE ON CRITICAL CONSUMERS’ NEEDS Aaaaaaaaaaaaaaaaa Reliable brand Masculine Charming fragrance Rrrrrrrrrrrrrrrrrrrrrrrrrrr Unique fragrance Long-lasting fragrance Bbbbbbbbbbbb Pleasant fragrance Yyyyyyyyyyyyyyyyyy Premium fragrance Impressive fragrance Smooth International Confident Cccccccccccccccc Brings cool feeling for scalp Mmmmmmmmmmmmmm Anti dandruff effectively Affordable price High product quality Uuuuuuuuuuuuuuuuu Natural fragrance %

9. DISTRIBUTION CHECK – POSM EFFECTIVENESS

10. CUSTOMER SATISFACTION INDEX (CSI) 51 85 84807660 ORDER 85 74 73 71 69 DELIVERY 97 32 85 80737256 TRUCK 38 85 80807253 CUSTOMER SERVICE 60 82 81818172 MARKET PULL 87 80 80726763 COMMISSION 77 73 71 69 64 MONEY 69 88 80 80706860 CREDIT 77 73 72686060 PROMOTION 80 76 75 72 71 RETAILERS CSI 72726460 53 BONUS 34 82 78 72 70 60 51 80 68686060 PRODUCT HIGH QUALITY 31 88 83807660 51 CONSISTENCY 75 100 93908470 CREDIBILITY 92 87 86 79 79 IMAGE 100 BRAND A 44 26 BRAND B 87 79 70666463 LONG RELATIONSHIP BRAND C 78 84 80727066 60 GOOD COMMUNICATION BRAND D 64 76 72 71 68 65 31 8272676460 FEEDBACK 54 SALES REP BRAND E 54 82 7572726760 KNOWLEDGE 8380767260 COMPETENCE 64

11. CSI TRACKING

12. CATEGORY MONITOR Market value

13. CATEGORY GROWTH

14. 4 KEY DIMENSIONS FOR AD EVALUATION BRANDING AWARENESS FAST SALES COMMUNICATION

15. ABOUT INSTRUCTOR • Mr.Trần Ngọc Dũng • Research Director • FTA market research • 18 Nguyen Huu Canh street • Binh Thanh District • HCMC • Phone: 840 7346 • Fax: 899 5079 • Mobile: 0903 001 081 • Email: dungtran@fta.com.vn • Website: www.FTAresearch.com