(youthlab indo) Why zero means nothing:coca-cola brand among Indonesian youths

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Indonesian youth have peculiar drinking habit, for example soda is not use solely to wipe out thirst but surprizingly gas in stomach as well. Find out why coca-cola is not in the short list of indonesian youth favorite brand
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(youthlab indo) Why zero means nothing:coca-cola brand among Indonesian youths

  1. 1. Why ‘Zero’ Means ‘Nothing’ Research Insight by Youth Laboratory Indonesia 1 www.enterthelab.com
  2. 2. #1. Basic understanding of Indonesian Youth Tribes Almost in every school/campusyouth are dichotomized between the so called “ideological” & “hedonistic” ones. These peer group separation create two different, unique, and indigenous values. But surprisingly, they have the same rejection tendency towards soda. Event the ‘zero’ ones have null effect. 2 www.enterthelab.com
  3. 3. #2 Characteristic of a “hedonistic” youth Individualistic Mobile Active on twitter & foursquare Keep up with the latest social currency Influenced by western trends Magazines & internet as source of information Liberal & pro-democracy 3 www.enterthelab.com
  4. 4. #3 Characteristic of an “ideological” youth Collectivistic More offline than online Active on facebook & mail group Keen to outbound activities Influenced by middle east trends Keep up with the latest news on middle east Socialist & pro-religious republic 4 www.enterthelab.com
  5. 5. www.enterthelab.com 5 #4. Political determinants:why zero means nothing “We don’t buy & drink coke because we know that the profit will go straight to support the war against our own brother/sister” -ideological youth-
  6. 6. www.enterthelab.com 6 #4. Lifestyle determinant: why zero means nothing “we don’t drink coke because it will make us look fat, we’re more into healthy living” -hedonistic youth-
  7. 7. www.enterthelab.com 7 Find out more determinants ‘why zero means nothing’ & the indigenous approach towards Indonesian youth
  8. 8. Indonesian Youth Trends 2011 Report Out Now Catch all of our Youth Trends Report out January 2011 Indonesian Youthniverse 3/3 series: 1/3 Indonesian Mobile Trends 2/3 Indonesian Auto Trends 3/3 Female-Millennial Moms Trends Visit our web for more info www.enterthelab.com Or contact: Muhammad Faisal Faisal_sii@yahoo.com Tara Talita Tara.talita@gmail.com The first repository of Indonesian youth culture & behavioral insights Youth Laboratory Indonesia www.enterthelab.com

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