2010 Indonesian Gen-C Consumer Review

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The presentation try to depict the shift in Indonesian Gen-C behavior towards the time in history where communication, social network and popular culture has expand its reach dramatically.

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2010 Indonesian Gen-C Consumer Review

  1. 1. substantially proud 2010 trend review among Indonesian Gen-C
  2. 2. we are living in a very interesting and pivotal time in the history of not just communication but also social dynamics and popular culture
  3. 3. IF FACEBOOK IS A COUNTRY - IT WOULD BE THE THIRD LARGEST IN THE WORLD IN TERMS OF POPULATION NEW ENERGY DRINK LAUNCHES INCREASE BY MORE THAN 110% FROM 2004 TO 2009 THERE ARE 1.5 BILLION TWEETS A DAY, AND INDONESIA IS THE SIXTH BIGGEST TWITTER USER IN THE WORLD
  4. 4. WELCOME TO THE ERA OF INFORMATION LUST where impossible dreams can be made possible - thanks to the online power and growing wealth that successfully feed consumer with tons of information everyday it has shift the way consumer think, act, and engage
  5. 5. RESHAPING CONSUMER BEHAVIOR Provide consumer with more reference, Provide consumer with freedom and comparison and knowledge - eliminating access to share their thoughts, view, geographical and cultural boundaries of and feeling to an extent never before information provided seen
  6. 6. INJECTING THEIR STYLE WITH “SUBSTANCE” It is an inherent need of Indonesian Gen-C to be “exist” - having a sense of recognition by surrounding Being “exist” has always been associated with the best in style (being “up to date” with gadget, fashion, entertainment) As consumer are faced with more option, more reference, hence more power - it adds one variable of being “exist” - substance Style is no longer a mere product of luxury - it’s a product of intellectuality
  7. 7. STYLE WITH SUBSTANCE CASE STUDY: EVOLUTION OF TREND POT F&B ESTABLISHMENT IN JAKARTA Upperclass - Yuppies up consumer niche Late hour - pre club/post dinner focused stylish Style over substance - selling lifestyle and status Trendsetter: Circa, Cilantro, Dragonfly Wider - Younger consumer All day focused (breakfast, brunch, afternoon set, affordable dinner, pre club) More “daring” products - new experiences substance Style + Substance (who’s the chef, specialties, limited experiment, type of drinks) Trendsetter: Ismaya + Casa group
  8. 8. EMERGENCE OF CO- CREATORS Unlimited flow of information expand consumer’s view on life, opening doors of opportunities left closed before They are equipped with more knowledge, comparison, reference and sources to claim their passion This drives the emergence of young entrepreneurs “if you can’t find it, can’t buy it, then MAKE it!”
  9. 9. CO-CREATORS EXAMPLE: BUSINESSWEEK ASIA’S BEST YOUNG ENTREPRENEUR 9 out of 25 2009 Businessweek Asia’s Best Young Entrepreneur are Indonesian Their business range from film school, canvas painted shoes, online agency, agriculture, consulting, fashion, photography to children motorcycle seat Most business ideas sparked from their own unmet needs
  10. 10. A MORE AWARE CONSUMER: PROSUMERS TRAVELLING DECISION PROCESS OF A CONSUMER problem information evaluation of purchase post purchase recognition search alternative decision evaluation review from friend books/brochure go to travel agent share stories to “THE OLD WAY” travel agent previous go with friends friends experience the need of holiday + + + + trip advisor review online booking share photos online google search put hotel review on agoda review go with people PROSUMERS blogs flickr/google earth met from online agoda facebook status put travel review on couchsurf forums travel forums trip advisor the only way to talk to them is to engage them through participation
  11. 11. A MORE DEMANDING CONSUMER: MASSCLUSIVE GROWING WEALTH AFFORDABLE TECHNOLOGY • 59% of Indonesian believe that their • 85% Indonesian believe that technology household finance will get better in the will make a world a better place next year • Emergence of affordable technology • Growing wealth trigger to higher buying trigger accessible luxuries power MORE CONFIDENCE MORE ACCESS •More access to quality through affordable technology triggers mass to want exclusivity and status in a different order •More confidence trigger mass to consume and spend more, and more, and MORE
  12. 12. A HELICOPTER VIEW: HOW DOES IT IMPACT CONSUMER IN A MORE MACRO LEVEL substance, confidence, (and coincidence) contributes to INDONESIAN PRIDE SUBSTANCE CONFIDENCE COINCIDENCE More access, reference and Growing Wealth Indonesia Unite movement comparison Success stories of Indonesian Indonesia - Malaysia friction They don’t mind adapting western recognized internationally (science, Creating sense of belonging - you thinking and try to fit them entertainment, art, etc) don’t know what you got until it’s Hence, equipped with intellectual gone substance Create the power of unity Indonesian Pride is not about protecting custom, norms, or heritage. It’s a growing consensus contributed from the three factors, creating generation full of confidence with their skill, capability and proud of their nation’s creation
  13. 13. NATION’S PRIDE CASE STUDY: PHILIPPINES SUBSTANCE CONFIDENCE COINCIDENCE - Develop domestic market - Among few Asian market where - Greatly recognized “people western culture are adapted - High number of successful power” not merely on it’s style (e.g. Filipino abroad - mostly from - Support to Filipino immigrants through literature and work music, model, politic and sport often considered as second ethics) - 11% of Filipino lives abroad class citizen FILIPINO PRIDE!
  14. 14. SUMMING UP: GETTING INTO THEM U ITE OUR S Q UY Y US ING LL B PS E WE’RE SMARTER T TH E’ E L H ON WE DON’T NEED YOU TO GE SO W IT H WIT NOW, WE KNOW WE LY, HEN DS LECTURE US, WE NEED YOU T W IR TAN UCT WO B E TO ASSIST US ON ACHIEVING WHEN YOUR TV AD INS OD G T TON PR WIN S OUR PASSION TELL BULLSHIT O T HR
  15. 15. SUMMING UP: GETTING INTO THEM WE VALUE YOUR PRODUCT MORE IT IT T DUC MADE US PROUD OF PRO HEY IKE A HEN T BEING INDONESIAN WE L ER W Y WITH WE’LL BUY YOUR PRODUCT IF TT MMUNIT BE CO IT MADE US LOOK SMARTER N G E ATIO E NGA ARTICIP P
  16. 16. thanks! kautsar anggakara - k.anggakara@gmail.com

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