Rethinking Marketing in ASEAN

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New Wave Approach for Marketing in ASEAN

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Rethinking Marketing in ASEAN

  1. 1. Seminar on “Business Opportunities in An Integrated ASEAN” August 13, 2009 HERMAWAN KARTAJAYA President of World Marketing Association Tri-Founder of Philip Kotler Center for ASEAN Marketing Council of Advisors of ASEAN Foundation One of 50 Gurus Who Shaped the Future of Marketing - CIM, United Kingdom (2003) Recipient of The Distinguished Global Leadership Award - Pan Pacific Business Association (2009)  RETHINKING MARKETING IN ASEAN! New Approach, “New” Market
  2. 2. Why?
  3. 3. ASEAN Air Caravan ASEAN Day 2009 Breakfast in Jakarta Dinner in Bangkok Lunch in Kuala Lumpur
  4. 4. ASEAN Air Caravan ASEAN Day 2009 Breakfast in Jakarta Dinner in Bangkok Lunch in Kuala Lumpur
  5. 5. The three pillars of ASEAN Community Economic Integration and Cooperation Human and Social Development Regional Peace and Stability PEACE PROSPERITY PEOPLE ASEAN Community 2015 One Vision, One Identity, One Community
  6. 6. ASEAN from the Top Politics Economics Culture Economy Market Social Culture Political Legal Technology
  7. 7. ASEAN: Politically and Economically Dissimilar, Culturally Similar?
  8. 8. ASEAN: Politically and Economically Dissimilar, Culturally Similar?
  9. 9. The landscape is changing, we’re increasingly living in the new horizontalized world… Economy Technology Market Political Legal Social Culture One to Many Many to Many Government Governance Belief Humanity Close Open G7 G20
  10. 10. 4C LANDSCAPE 5C GLOBOSPHERE … in a connected landscape C HANGE AGENTS C OMPETITION C ONNECTOR C USTOMER C OMPANY
  11. 11. The Three Connectors in New Wave Landscape Beware Of Their Emergence SOCIAL EXPERIENTIAL MOBILE
  12. 12. Several examples of connectors
  13. 13. What?
  14. 14. The imperative for ASEAN Marketers The Shifts in Approach: From Nine Core Elements to 12Cs LEGACY MARKETING Segmentation Targeting Positioning MARKETING MIX Price Promotion Branding Process Differentiation Product Place Selling Service NEW WAVE MARKETING Communitization Confirmation Clarification CROWD COMBO Currency Conversation Character Collaboration Codification Co-creation Communal Activation Commercialization Caring
  15. 15. Think of the emerging community out there! Hint: New Active Youth http://www.14thaseansummit.org/thailand_activities_08.php ASEAN Discovery: ASEAN Cartoon and Comic Book for ASEAN people and its culture, launched in the 42 nd ASEAN Ministerial Meeting in Thailand 2009
  16. 16. Think of the community: New Active Youth The Baby Boomer gen is the legacy community … and the children of the web are in the new wave communities
  17. 17. How? Hint: Ride the Growth Momentum of Indonesia
  18. 18. Indonesia: 101 years after its National Awakening Political – Legal Front Economic Front Social – Culture Front “ Indonesia's success in building democratic institutions in just 10 years is equally remarkable.”- “Indonesia Is a Model Muslim Democracy” by Paul Wolfowitz, The Wall Street Journal, July 17, 2009 “ Indonesia’s economy is set to emerge a “winner” after avoiding the worst of the global financial crisis, the World Bank’s country director said. ” - Bloomberg, July 10, 2009 “ The online generation in Indonesia is saying that “we're not afraid” - ABC News, July 28, 2009, from the article “Bombs are so 2001: terrorism fight goes online” “ Indonesia Unite is a way for us to say to the outside world that, 'hey, look, this is Indonesia and we're OK, and we're united” Enda Nasution
  19. 19. High expectation towards the next five-year term of SBY <ul><li>Indonesia is the third fastest growing major economy in Asia after China and India. </li></ul><ul><li>World Bank: “Indonesia is a positive outlier in the world right now.” </li></ul><ul><li>Asia’s third-most populated country has also skirted recession, unlike many of its neighbors that rely more on exports. </li></ul><ul><li>Declining interest rates helped boost consumption, which accounts for more than 60 percent of Indonesia’s GDP. </li></ul>Bloomberg.com article, “World Bank Says Indonesian Economy a ‘Winner’ Amid Global Slump”, July 10, 2009
  20. 20. The economy is considered as the Southeast Asia unlikely star China India Indonesia ASEAN-5 World USA, Europe, Japan <ul><li>Indonesia’s economy was “saved” from the worst of the global recession by robust domestic demand, Vice President designate Boediono said in Singapore on July 28. Growth this year will be about 4 percent, he added. </li></ul><ul><li>“ We have gone through the worst of the crisis,” Boediono said. “Now we’re seeing some light at the end of the tunnel.” </li></ul>GDP Growth 2009 and 2010 2010P Apr-09 Jan-09 Oct-08 Jan-08
  21. 21. The social culture is traditionally very nationalistic and creative <ul><li>Indonesia: </li></ul><ul><li>has the most users of Friendster (30.3%) and Multiply (22.5%) – www.alexa.com </li></ul><ul><li>Has the 7 th most users of Facebook </li></ul><ul><li>Has recently created the number one trending topic “#Indonesiaunite” in twitter </li></ul><ul><li>Has 179 million mobile phone users </li></ul>
  22. 22. … and the younger generation are ASEANist too, who live by the spirit and transformation of ASEAN
  23. 23. Thank You

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