0. STUDY ABOUT FISH SAUCE INDUSTRY IN THAILAND BY DI-MARKETING (www
STUDY ABOUT FISH SAUCE INDUSTRY IN THAILAND BY DI-MARKETING (
October 2015

1. SCOPE OF WORK
The survey was conducted to study about fish sauce industry and usage and attitude of Thailand.
Methodology: Online survey
Fieldwork time: 10 days (27/10/2015 to 6/11/2015)
Sample size: N = 400
Gender: Male & Female, who cook at home and use fish sauce
Geography: nationwide

2. KEY FINDINGS 97% use branded fish sauce
Tiparos and Plameuk are the most well-known fish sauce brands in Thailand
Point of sale is the main source of brand awareness
Tiparos is dominating Thai fish sauce market with 50% share
Easy to buy/wide coverage and trusted brand are decisive factors for choosing a brand
Magachef gains highest consumers’ satisfaction level while Plameuk owns highest ratio of loyal consumers
39% buy fish sauce once/month and 55% of them spend $0.75-$1.25/time
Supermarket is the channel where people buy fish sauce the most

3. VIETNAM VS. THAILAND Most well-known brands: Nam Ngu (87%)
and Chin Su (84%)
Leader of market: Nam Ngu (40%) (owned by MASAN the biggest Vietnam public firm listed in Ho Chi Minh stock exchange)
Main source of brand awareness:
TV commercials
Top criteria: Saltiness of fish sauce
85% satisfied with current brand
36% buy once/month
and 44% spend $ $2.25/time
Usually buy at supermarket
63% assume their current brand is more
expensive than other brands
Most well-known brands: Tiparos (93%) and Plameuk (84%)
Leader of market: Tiparos (50%) (owned by TANG SANG HAH CO. LTD, the largest fish sauce in Thailand)
Main source of brand awareness:
Point of sale
Top criteria: easy to buy/wide coverage
90% satisfied with current brand
39% buy once/month
and 55% spend $ $1.25/time
Usually buy at supermarket
27% assume their current brand is more
expensive than other brands

4. N = 400
Age
Gender
Living places
Occupation

5. 93% THAI INTERNET USERS ARE COOKING USUALLY AT HOME
Do you often cook at home?
N = 400

6. MOST THAI USE FISH SAUCE IN THEIR MEALS
Soya sauce ranks 2nd with 67%
Which of the following sauces do you usually use in your meal?
N = 372

7. 97% USE BRANDED FISH SAUCE
Do you often cook at home?
If use fish sauce, what kind do you usually use?
N = 349

8. TIPAROS( 93%) IS THE MOST POPULAR BRAND FOLLOWED BY PLAMEUK (84%)
Which fish sauce brands below are you aware of?
N = 349
Tiparos

9. POINT OF SALE AND TVC ARE EFFECTIVE MARKETING CHANNELS TO LEVERAGE BRAND AWARENESS
How do you know these brands?
N = 400

10. TIPAROS IS DOMINANT THAI MARKET WITH 50% SHARE
Which fish sauce brand do you use the most?
N = 349
Tiparos

11. TIPAROS OWNS HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE IN THAI MARKET
Which fish sauce brands below are you aware of?
Which fish sauce brand do you use the most?
N = 349
Tiparos

12. THERE IS NOT MUCH CHANGING IN MARKET SHARE OF EACH BRAND OVER PAST 3 MONTHS
Which fish sauce brand do you use the most in past 3 months?
Which fish sauce brand do you use the most nowadays?
N = 349
Tiparos

13. TIPAROS LEAVES OTHER PLAYERS FAR BEHIND IN TERM OF BRAND AWARENESS AND USAGE
Which fish sauce brands below are you aware of?
Which fish sauce brand do you use the most?
N = 349
Usage
High
Low
High
Awareness
Low

14. EASY TO BUY AND TRUSTED BRAND ARE MAIN CRITERIA FOR CHOOSING A FISH SAUCE BRAND
While Tipparos (65%) & Plameuk (66%) are chosen due to their wide coverage,
Magechef is appreciated for its saltiness
What are the reasons for choosing that brand?
N = 349
The saltiness is just right
Good/pleasant smell

15. 90% FEEL SATISFIED WITH THEIR CURRENT FISH SAUCE BRAND
Magachef (44%) owns highest top box consumers’ satisfaction level
How do you feel about your current fish sauce brand?
N = 349
Tiparos

16. Plameuk (17%) owns highest level of consumers’ loyalty
8% CONSUMERS ARE LOYAL WITH THEIR CURRENT BRAND
Plameuk (17%) owns highest level of consumers’ loyalty
What is your usage intention toward that brand?
N = 349
Tiparos

17. Magachef owns highest top box recommendation level
64% WILL RECOMMEND THEIR CURRENT BRAND TO OTHERS
Magachef owns highest top box recommendation level
What is your ability to introduce your current brand to other?
N = 349
Tiparos

18. 39% BUY FISH SAUCE ONCE/MONTH
How often do you usually buy fish sauce?
N = 349

19. 55% SPEND FROM $0.75 - $1.25 FOR BUYING FISH SAUCE PER TIME
On average, how much do you spend on each time buying fish sauce?
N = 349

20. 83% users evaluate that Magachef is more expensive than competitors
47% ASSUME THAT THEIR CURRENT BRAND’S PRICE
IS THE SAME AS OTHERS
83% users evaluate that Magachef is more expensive than competitors
What is your opinion about your current brand’s price in comparing with other brands?
N = 349
Tiparos

21. 81% BUY FISH SAUCE AT SUPER MARTKET
Where do you usually buy fish sauce?
N = 349

22. CONTACT US Japan & Taiwan:
Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo , Japan
Contact person: Mr. Hideyuki Kato (CEO)
Contact number:
Vietnam:
Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
Contact number:
Thailand
Address: 30 Raffles Place, #19-02 Chevron House, Singapore
Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
Contact number:

23. CONTACT US Singapore, Indonesia, Malaysia:
Address: 30 Raffles Place, #19-02 Chevron House, Singapore
Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
Contact number: |
India:
Contact person: Mr. Sujit Kunte (Regional representative)
Contact number: