what is currently happening in Indonesian FMCG market is more than just disruption. it's basic fundamental is changing driven by the demographic bonus, infrastructure development & the growth of new economy with digital technology as a catalyst

1. “surviving the liquefied market”
re-write
yourroute-to-market
strategy
Jakar t a, 16 Januar y 2019

2. “… lays out the new ground rules for uncertain times where
screwing up, destroying, and thinking weird rule the day”
16 years
ago!

3. “… timely and important analysis of how we need
to reset our intuition as a result of 4 forces colliding and
transforming the global economy”
4 years
ago!

4. so
why
only
now?

5. dna: d-vuca
265

6. not disruption
but liquefaction

7. demographic bonus distribution

8. millennial distribution

9. middle class distribution

10. urban population distribution

11. infrastructure distribution

12. one-degree deviation signals

13. new economy

14. new source of growth

15. new distributor

16. new way of shopping

17. https://www.familimart.com/home?mode=1&desa_id=3
new mti

18. new warung

19. new repertoire

20. new payment option

21. new shopper

22. re-write your
route-to-market strategy
volumevolume
price
(margin)
price
(margin)
operating
profit
operating
profit
routes
to …
the foundation of channel strategy
finding the best balance

23. route-to-market analysis (example)
Routes To Channel GT MT
Online
Official Store Marketplace Retailer
Online
Shopper Retailer Shopper Retailer Shopper
Volume
% Vol 30 10 15 10 20 5 10
M-up levels 2 1 1 2 1 2 1
Prices
Net Price 100 105 90 88 100
Obj Index 100 105 110 112 110 115 115
CBP (Actual) 100 110 115 115 115 118 120
OP Contr.Margin 56 79 78 66 78

24. hopes
and
fears
are
not
strategies