8 out of 10 Vietnamese smiles are not shinny due to dental problems

1. VIETNAM ORAL AND DENTAL CARE
REPORT
BY DI-MARKETING (www.di-onlinesurvey.com)
May 2015

2. 1
SCOPE OF WORK
 The survey was conducted to study about toothpaste industry in
Vietnam & oral and dental care of Vietnamese
 Methodology: Online survey
 Fieldwork time: 3 days (03/05/2015 to 05/05/2015)
 Sample size: N = 1948
 Geography: 5 key cities
• Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho

3. 2
KEY FINDINGS
• Oral care is the huge potential market in Vietnam
• P/S, Close Up and Colgate are leaders in toothpaste industry in Vietnam
• TVC and point of sale are main sources of brand awareness
• P/S is associated with “prevent tooth delay” , Colgate : “For a fresh breath”,
Close Up: “a cool & fresh feeling”, Sensodyne: “Reduce frostbitten”
• 70% buy toothpaste every one/two month
• More than a half of Vietnamese pay $1-$2 for each time purchasing toothpaste
• Most people buy toothpaste at super market
• 80% have dental problems, the most common issue is “teeth color change”
• Brushing more is the most common treatment method
• Almost 30% do not get their dental health checked-up

4. 3
Age Gender
Living places Occupation
5%
47%
23%
24%
0% 10% 20% 30% 40% 50%
Under 18
18-25
26-30
Over 30
35%
65%
0% 10% 20% 30% 40% 50% 60% 70%
Male
Female
26%
2%
3%
2%
16%
52%
0% 10% 20% 30% 40% 50% 60%
Others
Can Tho
Da Nang
Hai Phong
Hanoi
Ho Chi Minh
3%
4%
4%
5%
9%
12%
31%
33%
0% 5% 10% 15% 20% 25% 30% 35%
Job seeker/retired
Worker
Housewife
Other
Self-employed
Engineer/Doctor/teacher
Office worker
Student
N=1948
DEMOGRAPHIC INFORMATION

5. 4
Which oral &dental care products below are you using?
15%
19%
29%
59%
98%
98%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Breath freshener
Tongue cleanser
Dental floss
Mouthwash
Toothbrush
Toothpaste
N=1948
ORAL AND DENTAL CARE PRODUCTS USAGE INCIDENCE
Huge
market
potentials
Examples:
- Mouthwash: Listerine
- Dental floss: Oral B
- Tongue cleanser: Dr. Bero
- Breath freshener: Glister

6. 5
3%
8%
10%
14%
20%
31%
32%
47%
49%
88%
88%
89%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Orecare
Crest
Glister
Dạ Lan
Doreen
Aquafresh
Oral B
Sensodyne
Colgate
Close Up
P/S
Which toothpaste brands below are you aware of?
N=1948
P/S, CLOSE UP & COLGATE ARE THE TOP 3 IN BRAND AWARENESS

7. 6
2%
23%
24%
26%
37%
41%
42%
44%
49%
70%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Others
Sales person introduce the brand to me
I got it as promotion gift from other product
Outdoor ad
Online ad
Facebook ad
Friends/relatives introduce the brand to me
I see many people use that brand
See ad on newspaper/magazine
See the brand at point of sales
TV commercials
You know those brands from which sources/channels of information ?
N=1948
TV IS THE MOST EFFECTIVE MARKETING CHANNEL TO REACH
CONSUMER AND GAIN BRAND AWARENESS
Point of sales are also an effective and cost efficient channel

8. 7
Which toothpaste brand below are you aware of?
What is the brand that you use the most?
N=1948
89% 88% 88%
49% 47%
32% 31%
20%
14%
10% 8%
3%
42%
20% 21%
7%
1%
4%
1% 0% 1% 1% 0% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
P/S Close Up Colgate Sensodyne Oral B Aquafresh Doreen Dạ Lan Glister Crest Orecare Other
Awareness Usage
P/S IS DOING MUCH BETTER THAN OTHER BRANDS SINCE IT OWNS
HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE

9. 8
Why do you choose to buy that brand?
P/S = “prevent tooth delay” COLGATE = “For a fresh breath”
2%
14%
20%
21%
26%
27%
33%
39%
44%
50%
55%
56%
58%
64%
64%
0% 10% 20% 30% 40% 50% 60% 70%
Others
Attractive packaging
Friends/relatives recommend the…
Reduce frostbitten
Reduce canker sore
Add Vitamin C/Calcium
See many people us that brand
For a brighten teeth
Create a cool, fresh feeling
For a fresh breath
For a healthy and firm teeth
Clean teeth and mouth effectively
Prevent tooth decay effectively
Affordable price
Trusted brand
N=826
2%
19%
23%
23%
28%
29%
35%
41%
46%
51%
51%
52%
53%
55%
62%
0% 10% 20% 30% 40% 50% 60% 70%
Others
Attractive packaging
Friends/relatives recommend the…
Reduce frostbitten
Reduce canker sore
Add Vitamin C/Calcium
See many people us that brand
For a brighten teeth
Create a cool, fresh feeling
Prevent tooth decay effectively
For a healthy and firm teeth
Clean teeth and mouth effectively
For a fresh breath
Affordable price
Trusted brand
N=418
P/S IS APPRECIATED BY PREVENTING TOOTH DECAY EFFECTIVELY
WHILE COLGATE IS CHOSEN BY CREATING FRESH BREATH

10. 9
2%
37%
40%
42%
44%
44%
44%
51%
59%
60%
62%
63%
65%
69%
80%
0% 20% 40% 60% 80% 100%
Others
Attractive packaging
Add Vitamin C/Calcium
Affordable price
Reduce canker sore
See many people us that brand
Friends/relatives recommend the…
Create a cool, fresh feeling
Trusted brand
For a brighten teeth
For a fresh breath
Prevent tooth decay effectively
For a healthy and firm teeth
Clean teeth and mouth effectively
Reduce frostbitten
2%
16%
18%
18%
20%
26%
27%
41%
44%
44%
45%
49%
51%
53%
62%
0% 10% 20% 30% 40% 50% 60% 70%
Others
Add Vitamin C/Calcium
Friends/relatives recommend the…
Reduce frostbitten
Attractive packaging
Reduce canker sore
See many people us that brand
Affordable price
For a brighten teeth
For a healthy and firm teeth
Prevent tooth decay effectively
Trusted brand
Clean teeth and mouth effectively
For a fresh breath
Create a cool, fresh feeling
SENSODYNE = “Reduce frostbitten”CLOSE UP = “a cool & fresh feeling”
Why do you choose to buy that brand?
N=390 N=139
CLOSE UP IS STRONG AT FRESH FEELING WHILE REDUCING
FROSTBITTEN IS THE REASON FOR CHOOSING SENSODYNE

11. 10
How often do you buy toothpaste?
3% 5% 3% 2% 3%
3%
9%
3%
1%
2%
10%
9%
10%
13% 8%
42%
39%
40%
45%
43%
27%
30%
30%
25%
21%
12%
7%
10% 11%
18%
3% 1% 3% 2% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
More than 6 months /time
4-6 months /time
3 months /time
2 months /time
Once/month
More than once /month
I'm not purchaser
Don't remember
70% BUY TOOTHPASTE EVERY ONE/TWO MONTH
N=1948

12. 11
How much on average do you pay each time to buy toothpaste?
4%
8% 5% 2% 4%
1%
5%
1%
11%
13%
17%
7% 4%
19%
29%
21%
17%
13%
17%
13%
19%
16%
15%
16%
16%
14%
18%
17%
12%
9%
10%
16%
14%
15%
4%
10%
18%
26%
5% 4% 4% 7% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Over $5
From $2.5 - $5
From $2 - $2.5
From $1.5 - $2
From $1.25 - $1.5
From $1 - $1.25
From $0.75 - $1
Under $ 0.75
Don't remember
MORE THAN A HALF OF VIETNAMESE PAY $1-$2 FOR EACH TIME
PURCHASING TOOTHPASTE
Older age group 26 to over 30 tend to spend more
N=1948

13. 12
2%
5%
25%
26%
50%
79%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Others
I'm not purchaser
Market
Convenient store
Grocery store
Super market
Where do you usually buy toothpaste?
80% BUY TOOTHPASTE AT SUPER MARKET
N=1948
Traditional market

14. 13
What oral or dental problems are you facing with?
49%
45%
51%
45%
50%
44%
35%
40%
43%
53%
37%
34%
35%
37%
43%
31%
26%
29% 29%
37%
28%
22%
24%
31%
35%
23%
13%
19%
25%
33%
17%
21%
16%
20%
16%
0%
10%
20%
30%
40%
50%
60%
Total Under 18 18-25 26-30 Over 30
Teeth's color become yellow or black Dental calculus Tooth decay
Breath have bad smell Frostbitten teeth Gingivitis
Others I don't have any dental problems
80% HAVE DENTAL PROBLEMS,
THE MOST COMMON ISSUE IS “TEETH COLOR CHANGE”.
Over 30 group have the highest ratio of dental calculus
N=1948

15. 14
What do you do when you have dental problems?
64%
79%
62%
66%
63%
49%
39% 40%
59% 61%
46%
44%
52% 53%
48%
44% 45%
51% 51%
28%
20%
22%
30%
40%
5% 5% 6% 4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total Under 18 18-25 26-30 Over 30
Brushing more Go to meet dentist
Use extra dental care products (mouthwash, dental floss,…) Consume less food and drink that harm teeth (gas, sugar,..)
Go to dental center to check up dental health more regular Do nothing
Others
BRUSHING MORE IS THE MOST COMMON TREATMENT METHOD
N=1615
Visiting detists / dental centers are higher with the older group

16. 15
3% 5% 3% 3% 3%
10% 7% 8% 10%
16%
20%
11%
19%
25%
19%
8%
9%
7%
9% 8%
31%
35% 27%
34% 35%
28%
35% 37%
19% 20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
I don't check up at all
once/year
7-9 months/time
4-6 months/time
Once/3 months
More than once/3
months
How often do you check up you dental health per year?
ALMOST 30% DO NOT GET THEIR DENTAL HEALTH CHECKED-UP
N=1948
Older groups tend to be more health-concious

17. 16
6% 4% 7% 5% 6%
68%
67%
72%
65% 63%
23%
23%
18%
27% 29%
3% 6% 3% 3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
More than 3 times/day
3 times/day
Twice/day
Once/day
How often do you brush your teeth?
MAJORITY BRUSH THEIR TEETH TWICE A DAY
N=1948

18. 17
3%
8%
3% 4% 2%
19%
18%
20% 17% 19%
26% 17%
29%
24% 24%
25% 33%
24%
28%
24%
23% 17% 20% 23%
28%
2%
3%
2% 2% 1%2% 4% 2% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Don't remember
Over 5 minutes
3 -5 minutes
3 minutes
2 minutes
1minute
Less than 1 minute
How long do you spend on each brushing?
MORE THAN HALF SPEND 2-3 MINUTES ON EACH BRUSHING TIME
N=1948

19. 18
2%
11%
2% 2% 1%
15%
16%
14% 17% 16%
52%
43%
52%
52% 53%
23%
14% 23%
25%
22%
5%
7%
6%
3%
4%
3%
9%
3% 1% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Don't remember
More than 6 months / time
4-6 months / time
2-3 months / time
once/ month
More than once / month
How often do you change new toothbrush?
PEOPLE CHANGE THEIR TOOTHBRUSH ONCE EVERY 2-3 MONTHS
N=1948

20. 19
What are criteria for choosing a new toothbrush?
1%
26%
30%
35%
39%
53%
55%
55%
61%
63%
69%
74%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Others
Have new features
Well know brand
Many people use that brand
Brand recommended by dental expert
Able to clean areas that hard to reach
Trusted brand
Affordable price
Able to clean my teeth effectively
Do not hurt my gums when brushing
High quality
Bristles have to soft & smooth
SOFT & SMOOTH BRISTLES IS THE KEY CRITERIA FOR
CHOOSING A NEW TOOTHBRUSH
N=1948

21. 20
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o 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, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

22. 21
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

23. 22