Tissue box (72%) is the most popular package type in Indonesia Find more at: https://www.di-onlinesurvey.com

1. STUDY ABOUT TISSUE USAGE IN INDONESIA
BY DI-MARKETING (www.di-onlinesurvey.com)
April, 2017

2. 1
SURVEY DESIGN
 This survey was conducted to study about Tissue Usage in Indonesia
 Methodology: Online survey
 Fieldwork time: 5 days (10/04/2017 – 14/04/2017)
 Sample size: N = 500
 Geography: Nationwide

3. 2
RESPONDENTS SELECTION
Respondents of this survey had to be qualified below criteria
 Age : Above 18
 Gender : Male and Female
 Usage : Tissue

4. 3
KEY FINDINGS
1) Awareness and Usage
• Paseo, Tessa, Nice are top 3 well-known tissue brands in Indonesia
• Paseo (47%), Tessa (24%), Nice (20%) are top most used tissue brands in Indonesia
• Point of sale (75%), TVC (60%), Word of mouth (56%) are affective channels to
leverage brand awareness
• Smooth paper, Good price, Trusted brand are top criteria for choosing a tissue brand
in Indonesia
2) Usage Behaviors
• Tissue box (72%) is the most popular package type in Indonesia
• Unscented type (52%) is preferred to Scented type
• On average, tissue is bought once a month
• On average, consumers spend about $1 – $1.5 buying tissue per time
3) Actual Satisfaction
• 91% are satisfied with their current tissue brand
• 19% are loyal to their current tissue brand
• 69% will recommend their current brand to others

5. 4
KEY FINDINGS VIETNAM INDONESIA
Most well-known brands Pulppy, An An and Bless You Paseo, Tessa, Nice
Market leaders • Pulppy (29%)
• Bless you (18%)
• Emos (12%)
• Paseo (47%)
• Tessa (24%)
• Nice (20%)
Key brand awareness
channels
• Point of sale (65%)
• TVC (51%)
• Word of mouth (38)
• Point of sale (75%)
• TVC (60%)
• Word of mouth (56%)
Key purchase channels • Supermarket (71%)
• Grocery store (14%)
• Convenience store (54%)
• Supermarket (36%)
Top brand choice
criteria
• Smooth paper
• Good price
• Paper thick, chewy, hard to
torn
• Smooth paper
• Good price
• Trusted brand
Average spending /
purchase
$0.5 - $2.49 $1 – $1.5
VIETNAM AND INDONESIA - TISSUE USAGE

6. 5
N = 500
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
22%
35%
42%
Over 30
26-30
18-25
35%
65%
Male
Female
25%
3%
7%
11%
15%
18%
21%
Others
Medan
Yogyakarta
Surabaya
Bandung
Bodetabek
Jakarta
3%
2%
7%
7%
14%
17%
24%
26%
Others
Job seeker/Retired
Engineer/Doctor/Teacher
Factory Worker
Student
Self-employed
Housewife
Officer

7. 6
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction
CONTENT

8. 7
OVERALL, PASEO, TESSA, NICE ARE TOP 3 WELL-KNOWN TISSUE BRANDS IN
INDONESIA
What tissue brand are you aware of?
(Comparison by Age Group)
N = 500 N = 212 N = 176 N = 112
2%
16%
21%
39%
62%
81%
89%
93%
0% 20% 40% 60% 80% 100%
Others
Dinasti
Kleenex
Jolly
Multi
Nice
Tessa
Paseo
Total
2%
10%
16%
28%
58%
75%
86%
95%
0% 20% 40% 60% 80% 100%
18-25
2%
14%
18%
45%
66%
84%
91%
88%
0% 20% 40% 60% 80% 100%
26-30
3%
32%
35%
48%
63%
87%
91%
95%
0% 20% 40% 60% 80% 100%
Over 30

9. 8
What tissue brand are you aware of?
(Comparison by Gender Group)
N = 500 N = 177 N = 323
2%
16%
21%
39%
62%
81%
89%
93%
0% 20% 40% 60% 80% 100%
Others
Dinasti
Kleenex
Jolly
Multi
Nice
Tessa
Paseo
Total
1%
20%
19%
34%
43%
71%
84%
90%
0% 20% 40% 60% 80% 100%
Male
3%
15%
21%
41%
73%
86%
92%
94%
0% 20% 40% 60% 80% 100%
Female
OVERALL, PASEO, TESSA, NICE ARE TOP 3 WELL-KNOWN TISSUE BRANDS IN
INDONESIA

10. 9
How do you know about those tissue brands?
(Comparison by Age Group)
N = 500 N = 212 N = 176 N = 112
24%
30%
30%
31%
32%
33%
37%
56%
60%
75%
0% 20% 40% 60% 80% 100%
Sale person introduce at the selling
place
I receive this brand as promotion gift
from other brands
Outdoor ads (banner, bilboard,…)
Ads on newspaper/magazine
Facebook
Online Ads (Website, forum, except
Facebook)
Friends /family recommendation
I saw many people use that brand
TV commercials
See the brand in many selling places
( supermarket, convenient
stores,ect)
Total
22%
27%
29%
29%
31%
31%
37%
59%
60%
74%
0% 20% 40% 60% 80% 100%
18-25
24%
31%
27%
27%
31%
32%
35%
52%
54%
72%
0% 20% 40% 60% 80% 100%
26-30
25%
34%
38%
42%
33%
38%
39%
56%
71%
84%
0% 20% 40% 60% 80% 100%
Over 30
POINT OF SALE (75%), TVC (60%), WORD OF MOUTH (56%) ARE AFFECTIVE
CHANNELS TO LEVERAGE BRAND AWARENESS

11. 10
How do you know about those tissue brands?
(Comparison by Gender Group)
N = 500 N = 177 N = 323
0%
24%
30%
30%
31%
32%
33%
37%
56%
60%
75%
0% 20% 40% 60% 80% 100%
Others
Sale person introduce at the selling
place
I receive this brand as promotion gift
from other brands
Outdoor ads (banner, bilboard,…)
Ads on newspaper/magazine
Facebook
Online Ads (Website, forum, except
Facebook)
Friends /family recommendation
I saw many people use that brand
TV commercials
See the brand in many selling places (
supermarket, convenient stores,ect)
Total
1%
28%
28%
31%
32%
27%
29%
38%
50%
63%
69%
0% 20% 40% 60% 80% 100%
Male
0%
21%
31%
30%
31%
34%
34%
36%
59%
59%
79%
0% 20% 40% 60% 80% 100%
Female
POINT OF SALE (75%), TVC (60%), WORD OF MOUTH (56%) ARE AFFECTIVE
CHANNELS TO LEVERAGE BRAND AWARENESS

12. 11
PASEO (47%), TESSA (24%), NICE (20%) ARE TOP MOST USED TISSUE BRANDS
IN INDONESIA
Which tissue brand below that you are using the most?
(Comparison by Age Group)
N = 500 N = 212 N = 176 N = 112
1%
1%
1%
2%
4%
20%
24%
47%
0% 20% 40% 60% 80% 100%
Dinasti
Kleenex
Others
Jolly
Multi
Nice
Tessa
Paseo
Total
1%
0%
0%
3%
4%
18%
23%
51%
0% 20% 40% 60% 80% 100%
18-25
1%
2%
3%
2%
5%
24%
24%
40%
0% 20% 40% 60% 80% 100%
26-30
1%
1%
0%
1%
2%
18%
27%
51%
0% 20% 40% 60% 80% 100%
Over 30

13. 12
Which tissue brand below that you are using the most?
(Comparison by Gender Group)
N = 500 N = 177 N = 323
1%
1%
1%
2%
4%
20%
24%
47%
0% 20% 40% 60% 80% 100%
Dinasti
Kleenex
Others
Jolly
Multi
Nice
Tessa
Paseo
Total
1%
2%
1%
3%
4%
15%
22%
53%
0% 20% 40% 60% 80% 100%
Male
1%
1%
2%
1%
3%
23%
25%
44%
0% 20% 40% 60% 80% 100%
Female
PASEO (47%), TESSA (24%), NICE (20%) ARE TOP MOST USED TISSUE BRANDS
IN INDONESIA

14. 13
SMOOTH PAPER, GOOD PRICE, TRUSTED BRAND ARE TOP CRITERIA FOR
CHOOSING A TISSUE BRAND IN INDONESIA
What are the reasons why do you choose that brand?
(Comparison by TOP 3 BRANDS)
N = 500 N = 235 N =121 N = 100
1%
4%
15%
21%
23%
24%
24%
30%
30%
31%
39%
53%
56%
59%
0% 20% 40% 60% 80% 100%
Others
Foreign brand
Sale person recommended at
points of sale
Made from pure paper powder
Whiter than other brands
Contains no chemicals
Indonesia brand
Have good promotion and
discounts
There are many types of packaging
Paper thick, chewy, hard to torn
Nice packaging
Trusted brand
Good price
Smooth paper
Total
0%
2%
11%
20%
21%
25%
21%
22%
32%
32%
37%
62%
56%
65%
0% 20% 40% 60% 80% 100%
Paseo
1%
7%
24%
29%
30%
30%
34%
42%
38%
33%
51%
59%
56%
60%
0% 20% 40% 60% 80% 100%
Tessa
0%
4%
16%
16%
22%
17%
23%
36%
25%
30%
37%
39%
58%
52%
0% 20% 40% 60% 80% 100%
Nice
Tessa’s packaging, promotion and discount policy are considered better than others

15. 14
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction
CONTENT

16. 15
6%
10%
4%
22%
21%
22%
72%
68%
74%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Tissue box
Pocket tissue
Napkin pack
TISSUE BOX (72%) IS THE MOST POPULAR PACKAGE TYPE IN INDONESIA
What package type of paper tissue that you usually use?
(Comparison by Age & Gender Group)
6% 6% 7% 5%
22% 21% 18%
29%
72% 73% 75%
65%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Tissue box
Pocket tissue
Napkin pack
N = 500 N = 212 N = 176 N = 112 N = 500 N = 177 N = 323
Napkin pack seems to be more popular in Over 30 group than others. Besides, Female seem to use tissue box more than Male

17. 16
10% 12%
9%
38%
52%
30%
52%
36%
61%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Unscented
Scented
Not important
What scent type of paper tissue that you usually use?
(Comparison by Age & Gender Group)
N = 500 N = 177 N = 323
10% 9% 10% 13%
38%
46%
31%
32%
52%
45%
59% 55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Unscented
Scented
Not important
N = 500 N = 212 N = 176 N = 112
The younger group seem to prefer scented tissue to the older groups. Besides, Male prefer scented tissue to female
UNSCENTED TYPE (52%) IS PREFERRED TO SCENTED TYPE

18. 17
ON AVERAGE, TISSUE IS BOUGHT ONCE A MONTH
How often do you buy tissue?
(Comparison by Age Group)
N = 500 N = 212 N = 176 N = 112
2%
2%
8%
30%
26%
20%
12%
0% 20% 40% 60% 80% 100%
I dont remember
Every more than 3 months
Every 2-3 months
Once a month
2-3 times / month
1 times / week
More than once / week
Total
0%
1%
8%
25%
28%
23%
15%
0% 50% 100%
18-25
2%
3%
6%
35%
26%
19%
9%
0% 50% 100%
26-30
4%
3%
11%
34%
25%
14%
10%
0% 50% 100%
Over 30

19. 18
How often do you buy tissue?
(Comparison by Gender Group)
N = 500 N = 177 N = 323
2%
2%
8%
30%
26%
20%
12%
0% 20% 40% 60% 80% 100%
I dont remember
Every more than 3 months
Every 2-3 months
Once a month
2-3 times / month
1 times / week
More than once / week
Total
2%
1%
10%
24%
22%
24%
16%
0% 20% 40% 60% 80% 100%
Male
2%
3%
7%
34%
29%
17%
9%
0% 20% 40% 60% 80% 100%
Female
ON AVERAGE, TISSUE IS BOUGHT ONCE A MONTH

20. 19
How much do you usually spend for buying tissue?
(Comparison by Age Group)
N = 500 N = 212 N = 176 N = 112
5%
17%
14%
17%
23%
16%
7%
1%
0% 20% 40% 60% 80% 100%
Over $5
Over $2.5-5
Over $2-2.5
Over $1.5-2
Over $1-1.5
Over $0.5-1
$0.25-0.5
Under $0.25
Total
6%
13%
11%
13%
25%
20%
11%
0%
0% 20% 40% 60% 80% 100%
18-25
5%
18%
22%
19%
19%
12%
5%
1%
0% 20% 40% 60% 80% 100%
26-30
5%
21%
7%
21%
22%
15%
5%
3%
0% 20% 40% 60% 80% 100%
Over 30
The older they are, The more they seem to spend
ON AVERAGE, CONSUMERS SPEND ABOUT $1 – $1.5 BUYING TISSUE PER
TIME

21. 20
How much do you usually spend for buying tissue?
(Comparison by Gender Group)
N = 500 N = 177 N = 323
5%
17%
14%
17%
23%
16%
7%
1%
0% 20% 40% 60% 80% 100%
Over $5
Over $2.5-5
Over $2-2.5
Over $1.5-2
Over $1-1.5
Over $0.5-1
$0.25-0.5
Under $0.25
Total
3%
13%
12%
18%
26%
18%
7%
2%
0% 20% 40% 60% 80% 100%
Male
7%
19%
15%
16%
21%
15%
7%
0%
0% 20% 40% 60% 80% 100%
Female
Female seem to spend much more than male
ON AVERAGE, CONSUMERS SPEND ABOUT $1 – $1.5 BUYING TISSUE PER
TIME

22. 21
9%
12%
9% 4%
36%
32%
36% 42%
54% 53% 55% 52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Convenience store
Supermarket
Grocery store
Traditional market
Others
CONVENIENCE STORE (54%), SUPERMARKET (36%) ARE TOP 2 CHANNELS
FOR BUYING TISSUE
Where do you usually buy tissue?
(Comparison by Age Group)
N = 500 N = 212 N = 176 N = 112
9% 13%
7%
36%
39%
34%
54%
47%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Convenience store
Supermarket
Grocery store
Traditional market
Others
N = 500 N = 177 N = 323
Over 30 group seem to prefer supermarket channel to younger groups. Besides, Female prefer convenience-store channel to Male

23. 22
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction & Future Purchase Intention
CONTENT

24. 23
91% ARE SATISFIED WITH THEIR CURRENT TISSUE BRAND
Overall, What is your satisfaction level with your current tissue
brand? (Comparison by TOP 3 BRANDS)
N = 500 N = 235 N =121 N = 100
Weighted
Average
Score
* 5 = Very satisfied, 4 = Satisfied, 3 = Neutral, 2 = Dissatisfied, 1 = Very dissatisfied
9% 6% 7%
12%
60%
59%
63%
64%
31% 35%
31%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Paseo Tessa Nice
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
4.29 4.24 4.124.23

25. 24
9% 7%
13%
9%
40%
34%
45%
48%
32%
37%
25%
33%
19% 22%
17%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Paseo Tessa Nice
It is the only brand I would use
It is a prior brand
I use this brand but will try other
brands in future
I will use this brand together with
other brand
I will switch to other brand
What is your intention with the current tissue brand?
(Comparison by TOP 3 BRANDS)
N = 500 N = 235 N =121 N = 100
Weighted
Average
Score
* 5 = It is the only brand I would use, 4 = It is a prior brand, 3 = I use this brand but I will try other brands in future, 2 = I will use this brand
together with other brand, 1 = I will switch to other brand
3.75 3.46 3.443.59
19% ARE LOYAL TO THEIR CURRENT TISSUE BRAND
Paseo owns the highest loyalty from consumers comparing with the other brands

26. 25
69% WILL RECOMMEND THEIR CURRENT BRAND TO OTHERS
Do you intend to introduce your current using brand to others?
(Comparison by TOP 3 BRANDS)
N = 500 N = 235 N =121 N = 100
Weighted
Average
Score
* 5 =Definitely recommend, 4 = Will recommend, 3 = Maybe or maybe not recommend, 2 = Will not recommend, 1 Definitely not
recommend
4.07 4.00 3.94
29%
25%
31% 32%
37%
42%
32%
39%
32% 33% 35%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Paseo Tessa Nice
Definitely recommend
Will recommend
Maybe or maybe not recommend
Will not recommend
Definitely not recommend
4.00

27. 26
FEEL FREE TO DROP US ANY QUESTION
• 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 (Country Manager)
o Email: dang.h@di-mktg.com
o 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, Thailand
o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)
o Email: sariya.a@di-mktg.com
o Contact number: +66 876 724 832

28. 27
• Indonesia
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654
FEEL FREE TO DROP US ANY QUESTION

29. 28