Marketing | Economic Outlook 2018

1. Marketing Outlook 2018
Welcome to Leisure Economy
YUSWOHADY

2. CONTENTS
 The Phenomenon
 The Consumers
 The Shifting
 The Drivers

3. CONTENTS
 The Phenomenon
 The Consumers
 The Shifting
 The Drivers

4. GDP: Household Consumption & Investment Are Stable
Source: AC Nielsen, 2017

5. CONTENTS
 The Phenomenon
 The Consumers
 The Shifting
 The Drivers

6. The Rise of
Middle-Class

7. Indonesian Middle Class: We’ve just started
2003 2010Spending*
US$ 2-4
US$ 4-6
US$ 6-10
US$ 10-20
32,1%
3,9%
1,2%
0,3%
38,5%
11,7%
5%
1,3%
37,7% 56,5%Total
*Percapita/day

8. Gen Y is the Next Wave

10. Source: Nielsen, 2015
Millennials Spends More Money

11. Remember!!! Gen Y Are Less Loyal Customers
Source: A Bridge.Over Group, 2017

12. Established Incumbent vs New Challenger
Versus Versus

13. CONTENTS
 The Phenomenon
 The Consumers
 The Shifting
 The Drivers

14. Infrastructure-Driven Economy
The Rise of Leisure Economy
#1
#3
Economic Shift: The 3 Trends
The Down of Goods Economy
#2

15. Infrastructure-Driven
Economy
#1

17. Infrastructure Development on All Sectors
Source: AC Nielsen, 2017

18. The Down of Goods
Economy
#2

19. Retail Industry Has Decreased
Source: AC Nielsen, 2017
• Beverages
• Cooking & Seasoning
• Breakfast
• Indulgences
• Dry Food
• Personal Care
• Home Care
• Pharmaceuticals
• Instant Noodles
• Coffee
• Powder Milk
• Biscuit
• Etc.

20. The Growth of Manufacture Industry is Only 4%
Source: BPS, 2017

21. Negative Growth in Automotive Industry
Source: AC Nielsen, 2017

22. The Rise of Leisure
Economy
#3

23. The Shift: From Goods-Based to Leisure Consumption
Source: Faisal Basri, 2017
“Jadi shifting-nya
adalah mengurangi
konsumsi yang tadinya
non-leisure untuk
konsumsi leisure,”
ucap Ketua BPS,
Suhariyanto.

24. Leisure Economy
#2
GLODOK MULAI SEPI

25. The Emergence of Mall Lifestyle
Source: BCA Survey, 2017

26. Tourism Industry Is Growing
Source: Kemenpar, 2015
PROYEKSI PENERIMAAN DEVISA DARI SEKTOR-SEKTOR UTAMA DALAM PEREKONOMIAN INDONESIA
“Tahun 2020, sektor pariwisata merupakan penyumbang devisa terbesar bagi Indonesia”
0
5000
10000
15000
20000
25000
2015 2016 2017 2018 2019
Minyak
BatuBara
Pariwisata
CPO
Karet

27. Liburan menjadi kebutuhan pokok...

28. Source: BCA Survey, 2017
Pertumbuhan Nilai Tambah Transportasi & Hospitality

29. CONTENTS
 The Phenomenon
 The Consumers
 The Shifting
 The Drivers

30. Consumption as a Lifestyle1
From Goods to Experience2
More Stress, More Travelling3
Low Cost Tourism4
Traveloka Effect5
The 5 Drivers

31. 01. Consumption as Lifestyle

32. 02. From Goods to Experience

33. 03. More Stress, More Travelling

34. 04. Low Cost Tourism
#1 Low Cost Carrier
#2 Budget Hotel
#3 Travel Fair

35. 05. Traveloka Effect

36. Thank You