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Background and Contents

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1 Concept of T-Cube Thailand ______T-Cube is a single source data which cover both media usage and consumption/ purchasing behavior Single source data base and annual original data from Thai respondents (Nationwide)

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What is T-Cube ?

T-Cube Thailand ; Syndicated data service T-Cube is a single source data which covers both media usage (target contact) and consumption behavior of consumers with the intention of providing with a clearer picture of consumer/audience and of effective media strategy. T-Cube will help you to understand “Consumers’ profile, media contact status, purchase behavior & lifestyle " and clarifies "Potential consumers, competitors in the market & the optimum media to run the ads to reach the target“ Note: Single source data Original data from 2001-2010 - Software ACR for windows ( Audience and Consumer Report) Original data from 2011 up - Software Choices 3 Product name T-Cube Thailand

Benefit of T-Cube You will find the consumer activities and environment ual Approached - Find consumers lifestyle. D - Find consumption activities. - Find potential target segmentation. - Find above information of competitors and competitive brands. You will find the profile of target and media activities - Obtain the clear picture of merchandise target (Demographic, Psychographic Characteristic, Lifestyle, Purchase recognition, Consumption activities) - You will find the optimum advertising media - Find the media usage status of certain merchandise’s user - Find the contact status of vehicle When you think of “ Research ” http://www.videor.co.th Page 1

2 T-Cube Survey items

Product consumption Single source database Media contact

Product /Ownership Demographics Media contact (recency)

90 categories - Personal & Household - TV (196 channels) 1,800+ brands - Radio (128 stations) ife Style statement & - Awareness/Likeability L - Newspaper (44 papers) Attitudes (109+16) =125 - Consumption frequency - Magazine (188 titles) - Time & place of usage - Activity dairy - Transportation usage - Price (Durables) - Meal time & spending BTS, Subway, Bus, Train - Key factor of purchase - Hobby & Leisure - Cinema - Place of purchase - Health/Food - Internet - Information source - Sports/Exercise - OOH - Brand usage - Finance/Environment - Self selection - Media/International - Most frequent use - Family - Loyalty -Others

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Product/Ownership (FMCG & Durables) 90 categories/1,800+ Brands

•Lactic acid beverage / Yoghurt •Shampoo ( incl. 3 in 1 ) •Lipstick •Seasoning product •Digital camera •Carbonated beverage / Soda •Hair conditioner •Powder / Liquid foundation •Cooking Oil • Video camera/Camcorder •Non-100% natural fruit juice •Hair treatment •100% natural fruit juice •Cleansing soap / cream •Bar soap • Mobile phone •Perfumed talcum / Cooling •Instant coffee ( incl. 3 in 1) •Feminine wash •Liquid soap / Body shampoo • PDA Handhelds PC powder ( for body ) •RTD Coffee •Sanitary goods •Laundry detergent • TV game console •Tea beverage (canned etc.) •Hair tonic •Panty shield •Fabric softeners • Radio/CD cassette player •Coffee creamer •Hair colorant •Women's underwear •Bleach • MP3/MP 4 player •Tooth brush ( incl. electric ) •Starch • PC

Cosmetic & Household Electronic Food & Beverage Toiletries Female product Product devices

•Passenger car •Washing machine •Life insurance •The Internet Service provider • Pick up truck •Air conditioner •Credit card •Mobile system • Car off road •Color TV •Personal loans • Fuel •DVD / VCD player •Hire purchase loan • Tire •Vacuum cleaner •Bank saving account • Engine oil •Telephones ( excl. mobile / • Motorcycle PCT ) • Car insurance •Refrigerator

Appliances / Telecom service Automobile Household durables Financial service When you think of “ Research ” http://www.videor.co.th Page 13

3 Product Consumption Question outline for group of FMCG Categories

Consumption behavior

AC Selected Would Past3 Most by like to Month often Yourself continue

Single Source Respondent • Frequency of consumption • Time of consumption A= Audience • Importance to buy C= Consumer • Where to purchase • Information route • Special factors*

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Product Consumption Question Flow Durable products Categories

Ownership behavior

AC Choose Would Most Owned by like to recent yourself continue

Single Source Respondent • Ownership Units • How to obtain A= Audience • When obtain C= Consumer • Price • Importance to buy • Where to purchase • Information route • Special Factors* When you think of “ Research ” http://www.videor.co.th

4 T Cube Measurement Details. Media – TV/Radio/Newspaper/Magazine/Others ■■■TV & Radio ・・・Type of reception ( Terrestrial/Satellite/Cable ) ・Time slot/Place/House of watching/listening ・Favorite program genre ( weekday/weekend ) ・Most recent contact ( 196 channels/128 stations ) ・Frequency of watching per week ■■■Newspaper & Magazine ・・・Reading habit ・Time slot/Place of reading/Duration ・Reading article genre ・Source of copy ・Average number of issues read in a week/month/3-6months ・Most recent contact ( 44 papers/188 titles ) ・Read again ( Magazine )

■■■Others (Movie/Place of visit/OOH/Transportation/Internet) • Shop and chain restaurant • Others media • Activities and Leisure • Day a life communication.

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Survey outline Survey period every year around midyear. T-Cube 2012> June 15 th – July 31 st 2012

Systematic random sampling by selective GPP method within 10 Km radius from the center of province.

Gross Provincial Product . ( GPP) is one of several measures of the size of its economy in the province.

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5 Provincial sampling for Thailand

H= High GPP M= Medium GPP When you think of “ Research ” http://www.videor.co.th

Survey outline ( Changed)

Survey Area 2010 ( 30 Km Radius ) Survey Area 2011 ( 10 Km Radius ) Bangkok 1. Bangkok Metro. Nonthaburi Bangkok (900s) 1. Bangkok Metro. Pathumthani Nonthaburi (800s) Samut Prakarn Pathumthani Samut Prakarn 2. Northern Region Chiang Mai (900s) Lamphun 2. Northern Region Chiang Mai Sukhothai (800s) Chang Rai

3. Northeastern Region Nakhon Ratchasima (900s) Udon Thani 3. Northeastern Region Kohnkaen Maha Sarakham (800s) Ubon Rachatani

Songkhla 4. Southern Region Chumphon 4. Southern Region Songkhla (900s) Phatthalung (800s) Trang

Rayong 5. Central Region Ayutthaya 5. Central Region Rayong (900s) Suphan Buri (800s) Rachaburi

Total 4,500s ~ 45,000,000 pp. When you think of “ Research ” Total 4,000s ~ 45,000,000pp.http://www.videor.co.th Page 2

6 Function of analysis T-Cube Terminology

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T-Cube |Function of analysis

Basic function Cross Tab / Media Report Viewer-/Index analysis and Day a life pattern

Model of analysis Quad Mapping/ Correspondent analysis ( CA and MCA)/ Trend analysis*/ Loyalty and switching and Cluster analysis.

Media function. Media optimizer*/ Media duplication/ Media prototype analysis*

Note: - Trend analysis, Media prototype analysis both are not ready for 2011 and 2012 version - Media optimizer is ready of only press in 2011 and 2012 version.

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7 T-Cube Terminology |Dictionary (Data Layout)

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T-Cube terminology |Powerful Crosstab function

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8 T-Cube Terminology | Coding box

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T-Cube terminology |Intelligence search

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9 T-Cube terminology |Quad Mapping (Index)

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Software Demonstration

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10 Understand the market – Market share & Competitor brand Check & find the current market status and your brand’s positioning.

[ User| Brand Analysis ( Usage/ Purchase Intention / Loyalty / Awareness) ] (%)

Loyalty > Awareness

n=33,816(‘000) NOTE: All the sample numbers hereafter are indicated by ‘000. Loyalty : Brand most buy cross with Brand past 3 month WhenSource you: Thai think ACR/T of –Cube “ Research 2011 ” http://www.videor.co.th Page 4

Correspondent Analysis (Brand Mapping)

Correspondent Analysis | ( Brand Mapping with age group)

The Follower in the market ( Green Spot, Big Cola, ) Target = 25-29

Market Leader Group ( Coke, Pepsi,,) Target = 30-34 and 45-49

Seven Up and A&W slightly entering in the follower group

Reliability = 64% When you think of “ Research ” http://www.videor.co.th

11 Identify demographics - Important factor of purchase Find out the important factor of purchase of your brand & compare with competitors.

(%)

28.8 32.4 28.8 22.5 33.2

37.5 41,3 37.5 69.3 40,1

49.1 21.5 69.4 51.2 83.3

41.4 45.2 41.4 56.4 52.6

86.7 91.6 55.3 82.8 64.6

17.9 30.5 24.7 9.8 71.1

24.2 95.4 86.8 42.1 34.4

18.6 16.8 9.2 26.8 29.9

35.5 65.4 48.8 23.4 15.5

N=33,816 Pepsi n=23,565 Coke n=22,436 Fanta n=11,584 Base: n=xxxx Source : Thai ACR/T –Cube 2011 When you think of “ Research ” http://www.videor.co.th Page 5

Checking the brand heath by Brand Funnel | Average conversion score.

Avg Con. Avg Con. Avg Con. Dutch Mill 78% Betagen 73% Yakult 73% Conversion % Frequency |||||||||||||||| Conversion % Frequency ||||||||||||| Conversion % Frequency ||||||||||||| 68 51 Continue |||||||||||||||||||||||| Continue ||||||||||||||||||||||||| 51 Continue ||||||||||||||||||||||||| 103 Self Selected |||||||||||||||||||||||| 99 Self Selected |||||||||||||||||||||||| 103 Self Selected |||||||||||||||||||||||| 64 Usage |||||||||||||||||||||||||||||||||||| 67 Usage |||||||||||||||||||||||||||||||||||||| 64 Usage ||||||||||||||||||||||||||||||||||||||

Avg Con. Avg Con. Avg Con. Meili 59% Foremost64% Activia 70% Frequency |||| Conversion % Frequency ||||||| Conversion % Frequency |||||||| Conversion %

Continue ||||||||||||||||||||||||||| 14 Continue |||||||||||||||||||||||||| 28 Continue ||||||||||||||||||||||||||||| 27 Self Selected ||||||||||||||||||||||||| 108 Self Selected ||||||||||||||||||||||||| 105 Self Selected |||||||||||||||||||||||| 123

Usage ||||||||||||||||||||||||||||||||||||||||||||| 55 Usage |||||||||||||||||||||||||||||||||||||||||| 59 Usage ||||||||||||||||||||||||||||||||||||||||||| 60

Avg Con. Avg Con. Avg Con. Yo-Most 62% Calpis Lacto 61% Nong Pho 54% Frequency |||| Conversion % Frequency ||||| Conversion % Frequency ||| Conversion %

Continue ||||||||||||||||||||||||||||| 13 Continue ||||||||||||||||||||||||||| 17 Continue ||||||||||||||||||||||||| 11 Self Selected |||||||||||||||||||||||| 117 Self Selected ||||||||||||||||||||||||| 108 Self Selected ||||||||||||||||||||||||||| 92

Usage |||||||||||||||||||||||||||||||||||| 56 Usage |||||||||||||||||||||||||||||||||||| 57 Usage |||||||||||||||||||||||||||||||||||| 59

Avg Con. Ivy Avg Con. = Average Conversion score 55% N=31,638(‘000) Frequency || Conversion % NOTE: All the sample numbers hereafter are indicated by ‘000. Continue |||||||||||||||||||||||||| 9 Source : Thai ACR/T –Cube 2011 Self Selected |||||||||||||||||||||||||| 101 When you think of “ Research ” Usage |||||||||||||||||||||||||||||||||||| 55 http://www.videor.co.th

12 Information route |Quad map analysis

M12-19 Low M12-19 High Lower Males: 12-19, Higher Females: 12-19 Higher Males: 12-19, Higher Females: 12-19 F 12-19 High F 12-19 High 280 Media recommendation Ad on Taxi Internet Mapping 260 Target M& F 12-19

240 • TV 220 F 12-19 M&F 12-19 • Radio 200 Magazine Ad in the store • Viral ( Internet) 180 OOH Ad • Ad in Store

160 Radio • POS Salesmans recommend TV

140 Newspaper

Females: 12-19 >>>> Females: 12-19 120 Reputation of friends. family Word of mouth 100

80

60

40 Reject Zone M 12-19 20

20 40 60 80 100 120 140 160 180 200 M12-19 Low Males: 12-19 >>>> M12-19 High Lower Males: 12-19, Lower Females: 12-19 Higher Males: 12-19, Lower Females: 12-19 F 12-19 Low F 12-19 Low n=33,816 Source : Thai ACR/T –Cube 2011 T-Cube [Thailand] 2011 : ?Kantar Media UK Ltd 2012 When you think of “ Research ” http://www.videor.co.th Page 7

Identify the brand users’ Magazine readership

(%)

(%)

n=33,816 Source : Thai ACR/T –Cube 2011

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13 ThaiThai AR/T-Cube ACR/T-Cube Analysis Analysis example example Identify demographics – Find out “Heavy users” Both Male & Female teenagers are “Heavy users”.

[Soft Drink User| Frequency of Consumption by Gender/Age ] [Soft Drink User| Frequency of Consumption ] (%)

Heavy + Middle 63% Heavy + Middle 69%

Heavy + Middle 57%

Heavy User Drink every day or 4 to 6 times / week Middle User Drink Once /week or 2 to 3 times / week Light User Drink 2 to 3 times /month or Less than once /month

n=33,816 Source : Thai ACR/T –Cube 2011 When you think of “ Research ” http://www.videor.co.th Page 10

Thai ACR/T-Cube Analysis example Identify Target group’s Lifestyle

Lower Males:M12-19 12-19, Higher Low Females: 12-19 Higher Males:M12-19 12-19, Higher Females: High 12-19 200 F 12-19 High F 12-19 High 'Design-conscious' 'Trend-conscious'

180 'Care about after-sales service Lifestyle statements

'Not insist on foreign brands' 'Not hesitate online shopping' with high score for both 160 M12-19 and F12-19 'Interested in new products' 140 are:

'Pay for better manufacture names' 120 “Design-conscious” 'Not insist on manufacture names' 'Make decisions at shops' “Not hesitate online

100 'Check product information before I shop' shopping” 'Prefer foreign brands' “Interested in new Females: 12-19 >>>> Females: 12-19 'Care about price more than after-sales service' 80 products” “Make decisions at 60 Target Characters shops” 'Hesitate online shopping' “Prefer foreign brands 40 'Function-conscious' 'Follow my taste'

20 'Not interested in new products' Stylish & Early-adaptor teenagers 20 40 60 80 100 120 140 160 180 200 M12-19 Low Males: 12-19 >>>> M12-19 High Lower Males: 12-19, Lower Females: 12-19 Higher Males: 12-19, Lower Females: 12-19 M12-19 n=3,568 (Soft drink user) F 12-19 Low F 12-19 Low F12-19 n=3,283 (Soft drink user) T-Cube [Thailand] 2011 : ?Kantar Media UK Ltd 2012 Source : Thai ACR/T –Cube 2011 When you think of “ Research ” http://www.videor.co.th Page 11

14 Day a life analysis

Day A life Analysis

Source : Thai ACR/T –Cube 2011 When you think of “ Research ” http://www.videor.co.th

Identify the brand users’ activity Diary activity analysis tells you the difference between activities brand by brand.

Total ( Nationwide)

Out of Home Activities Sleep

In home Activities Out Home N=45,476

Soft Drink User Activities

Out of Home Activities Sleep

In home Activities n=33,816

Brand A User

Out of Home Activities Sleep

In home Activities n=XXXX

Source : Thai ACR/T –Cube 2011 When you think of “ Research ” http://www.videor.co.th Page 12

15 15-24 years old in upcountry | Day a life analysis Snack user ( Snack) SAT TV ( Weekday)

(SAT TV - Weekday)

N=2290(‘000)

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15-24 years old in upcountry | Day a life analysis Snack user ( Snack) SAT TV ( Weekend)

(SAT TV - Weekend)

N=2290(‘000)

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16 Thai ACR/T-Cube Analysis example

Understand user’s loyalty and switching trend to other brand competitor.

[Pesticide spray | Brand Analysis (Loyalty / Switching trend)]

Brand / Past 3 Months Chang Other Baygon Shieldtox Ars Shelldrite Asawin Raid Kincho Jumbo brands

N (000s) 7263 2793 2701 1916 570 559 530 235 316 Baygon 6858 94.4% 8.70% 7.32% 9.42% 6.63% 10.1% 14.1% 26.2% 5.92% Shieldtox 2350 0.89% 84.1% 1.82% 2.43% 4.90% 3.92% 0.00% 7.41% 0.00% Ars 2378 2.09% 1.89% 88.1% 0.85% 2.88% 3.22% 0.00% 0.00% 8.76% Shelldrite 1616 1.46% 2.09% 0.84% 84.4% 0.00% 0.00% 0.00% 7.57% 0.00% Asawin 444 0.28% 0.52% 0.56% 0.41% 77.9% 3.50% 0.00% 0.00% 0.00% Raid 443 0.14% 0.50% 0.00% 0.41% 0.00% 79.3% 1.95% 0.00% 0.00% Kincho 445 0.42% 2.17% 0.76% 0.00% 4.59% 0.00% 83.9% 0.00% 0.00% Brand / MostBrand often Chang Jumbo 138 0.30% 0.00% 0.65% 2.11% 3.08% 0.00% 0.00% 58.9% 5.56% Other brands 252 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 79.8%

N=14925(‘000)

Multiple Correspondent Analysis ( MCA) Correspondent Analysis

Correspondent Analysis ( CA)

In this Example, Our Aim is to understand the positioning Of lipstick brand, using lifestyle statements as discriminant factors

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17 Cluster Analysis

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ACCESS & CONTACT

ACCESS We are located in convenient area in Bangkok. - 1 min. walk from BTS Payathai station Mr. Khaniinnat Nach, Noknoi, Client Service Manager - 5 min. walk from Airport link station Ms. Pimphorn Putthisan, Researcher - 10 min. walk from Victory Monument [email protected] /[email protected]/[email protected] Tel ：+66 （0）2129-3088 Ext. 120/117 - 15 min. drive from MBK

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