(youthlab indo) How converse are marketing with youth


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Converse is considered a cult brand by most Indonesian Youth. On the field one could see that the marketing process happened naturally. This insight report uncover youth basic process on how how the brand interact with its costumer
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Published in: Business, Spiritual

(youthlab indo) How converse are marketing with youth

  1. 1. How Converse Engage with Youth?<br />Report by:<br />YouthLab Indonesia<br />www.enterthelab.com<br />A Study of Converse Indonesia<br />
  2. 2. By Opening The Concept Store!<br />Did you notice that Converse in Indonesia is now having its own Concept Store (Outlet)? <br />Way back then, we could only find Converse Product in some sporting shoes like Sports Station, Royal Sporting House, etc. <br />Now there are many Converse Concept Store open in Jakarta; Plaza Indonesia, Plaza Semanggi, Senayan City, Citraland.<br />By having its own concept store, Converse is farming their fans; they will either buy the products or just do the ‘sight-seeing’, and buy them on the next visit <br />
  3. 3. By The Social Media!<br />Converse do realize that their fans is their partner NOT target! The Fans will amplify the message (in SocMed) because they feel significant to the brand!<br />
  4. 4. By The Block Party!<br />
  5. 5. What’s on Converse Block Party?<br />Converse Block Party is a one-day event of celebrating youth street culture, was held in Epicentrum Walk Jakarta, June 18th, 2011. <br />This is an open event feature open skate ramp competition, live graffiti, 3-on-3 basketball tournament,fingerboard, local street dance, and an exhibition of Converse Limited edition. <br />Also featuring Youth’s favorite local indie bands; Hollywood Nobody<br />Amazing in Bed<br />L’alphalpha <br />Teenage Death Star<br />Fever to tell<br />The Barbaras<br />Amanda & Friends<br />Stereocase<br />The crowd loved this event; they could express their hobby, meet new friends and mostly they’re craving for a Social Currency!<br />
  6. 6. And who’s the Converse Contender?<br />
  7. 7. Considered<br />Manly<br />Nike (mostly used for basketball)<br />Macbeth <br />Puma <br />Vans <br />Converse <br />Considered<br />Sporty<br />Adidas (mostly used for soccer)<br />Considered<br />Casual<br />The Mapping of Sport Shoes Brand<br />Skechers (mostly used for gym / running)<br />Converse <br />Positioning of Converse:<br />Converse is considered as a Casual Sneakers n suitable for both boys and girls<br />GOSH<br />Reebok (mostly used for gym / running)<br />Considered<br />Girly<br />
  8. 8. Converse’s Head2Head Comparison<br />Macbeth VS Converse<br />
  9. 9. Converse’s Head2Head Comparison<br />Vans VS Converse<br />
  10. 10. One of the Kaskus’ Forum Thread: Discussed about Vans vs Converse vs Macbeth. Most of the Kaskusers preferred Converse as their favorite brand<br />
  11. 11. Insights…<br />Converse Indonesia is on their way to strengthen their youth market by engaging with them using the new approach; by opening more concept stores, SocMed campaign, and creating an offline youth event. <br />Converse Indonesia already has a strong beachheads! They just need to co-create more of the ideas with them.<br /> *beachhead: the fans who already loved your brand<br />For youth, Converse is just not a shoe brand, but a lifestyle! From school to hangout; It’s a part of their social activities<br />Converse’s biggest contenders are Macbeth and Vans which both are in the casual-type of sneakers. While Youth loves Macbeth but mostly couldn’t afford the high price of it. As for Vans, the model is considered ‘ordinary’ and out of date. However Converse with its reasonable price and various model (also customized model) wins the segment of Youth in the sneakers wars. <br />
  12. 12. 12<br />Youthlab is the first factory and repository of Indonesian youth insight, compromised of multi-talented youths of various background, the research and consulting company helps corporations and organizations create precious connection with the fickle yet precious market segment.<br />Through etnographic research, online tracking, creative focus group discussion, and other means, we help you create a dialogue with the youths of Indonesia in the most efficient manner.<br />We Here to Make that happen to you<br />Request free download of this presentation:<br />http://enterthelab.com/index.php?m=insight&s=presentation<br />Find more about Indonesian <br />Youth trends, data, & insights:<br />www.enterthelab.com<br />Contact us for a presentation of this slide<br />Tara.talita@gmail.com<br />faisal_sii@yahoo.com<br />