Indonesia outlook the rise of marketing 3000 feb 22, 2011

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Indonesia outlook the rise of marketing 3000 feb 22, 2011

  1. 1. THE BIRTH OF CONSUMER 3000 THE RISE OFMARKETING 3000 YUSWOHADY www.yuswohady.com @yuswohady
  2. 2. INDONESIA OUTLOOK 2011THE BIRTH OF CONSUMER 3000 RISE OF MARKETING 3000 THE THREE PARTS I. THE EARTHQUAKE II. THE IMPACT III. THE STRATEGY
  3. 3. Part IThe Earthquake
  4. 4. “Masyarakat Adil dan Makmur” is Not A Dream Anymore
  5. 5. Let us look back a little KRISIS 1998
  6. 6. Comparing with Chindia SAME PATTERN
  7. 7. What happen now?($) GDP Per Capita Indonesia50004500 44404000 41313500 3822 35323000 3270 29632500 23942000 2271 19421500 What happen when we reach GDP Per Capita $3000?1000 500 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: International Monetary Fund, 2010
  8. 8. Reaching the $3,000 per capita GDP level will result in “accelerated development”. South Korea experienced surging economic growth for 11 years after achieving that level.Source: Indonesian economy with a US$3,000 per capita GDP by Cyrillus Harinowo Hadiwerdoyo
  9. 9. In 2002, China set a target to achieve a per capita GDP of $3,000 GDP by 2020. Apparently the Chinese economy achieved that level not in 2020, but in 2008-2009.Source: Indonesian economy with a US$3,000 per capita GDP by Cyrillus Harinowo Hadiwerdoyo
  10. 10. The Economist, February 12, 2009Special Report: The Middle Class in Emerging Countries
  11. 11. Middle Class: Indonesia vs ChinaSumber: ADB, BPS, BI, dan LitBang Kompas 2010 Indonesia’s Middle Class (spending > $2/day): 93,7 Mio (2009)
  12. 12. CONSUMER EXPLOSION
  13. 13. What will happen next? Some signals...
  14. 14. A New Wave of Demand!!
  15. 15. Traffic Problem: When supply can not meet the demand
  16. 16. Traffic Problem: When supply can not meet the demand
  17. 17. Everything starting to look affordable
  18. 18. Why airport are so crowded ?
  19. 19. Holiday is not only to Bali... “Everybody Can Fly” Democratization of Consumption
  20. 20. People need a place to talk!
  21. 21. People need a place to talk!
  22. 22. Mall is not a fancy place anymore
  23. 23. Holiday is not only to Bali...
  24. 24. Twit on Consumer 3000 at @yuswohady
  25. 25. This is a good sign...
  26. 26. .....with a great momentum
  27. 27. Economy is looking good Pada Oktober lalu, inflasi mengarah ke 5,6 persen dan diprediksi plus-minus 5 persen pada akhir 2010. Adapun inflasi 2011 diprediksi plus-minus 6 persen. Nilai tukar rupiah juga berada di kisaran Rp 9.000 Indonesian GDP Growth
  28. 28. Politic is relatively stable: SBY second period No “Pemilu” in the near future 10 years political transition
  29. 29. Merapi: “Our social bonding is high”
  30. 30. All of these changes will trigger: “The birth of Consumer 3000”
  31. 31. Part IIThe Impact
  32. 32. CONSUMERREVOLUTION THE BIRTH OF CONSUMER 3000
  33. 33. How is Consumer 3000?
  34. 34. Basic needs are over!!! Actualization Needs love, acceptance, affiliation Esteem NeedsSelf-respect, social status Belonging Needs Food, shelter, sex, sleep Basic Needs Maslow’s “Theory of Human Motivation”
  35. 35. Economics of Hapiness
  36. 36. Economics of Hapiness Sumber: ADB, BPS, BI, dan LitBang Kompas 2010
  37. 37. Consumer 3000: The 3 Dimensions More Buying Power; More Consumption More Knowledgable; More Informationalized More Technology Savvy; Social Media Freak
  38. 38. Consumer 3000: The 3 Dimensions TECHNOLOGY SAVVY CONSUMER HIGH 3000 KNOW- BUYING LEDGABLE POWER
  39. 39. Road to Consumer 3000:We have seen the trend already
  40. 40. The Nexian BOOM:The Rise of Hyper Value-Consumers Nexian has the third biggest market share in Indonesia with 7%Source: detik.com
  41. 41. The Nexian BOOM:The Rise of Hyper Value-Consumers The BOOM is happening because Value-Oriented Customer is growing
  42. 42. Flying solo in the upper segment
  43. 43. Fast Food Trend: Goes Outside The Mall Not just a place to eat, but a place to talk and play
  44. 44. 24 Hour Retail Evolution A whole new concept of 24 hour retail: “Gathering spot”
  45. 45. Midnite Sale: Customers Become Smarter
  46. 46. Modern Channel Is Going to Grow Modern channel in becoming more favorable
  47. 47. Modern Channel Is Going to Grow Source: Nielsen
  48. 48. Modern Channel Is Going to GrowSource: Nielsen
  49. 49. Nostalgic Restaurant: Romantizing the Kampoeng Rural middle class will always remember their kampoeng
  50. 50. E-commerce Will Thrive: TokoBagus.com Transaction through e-commerce is increasing
  51. 51. E-commerce Will Thrive: Bhinneka.com Transaction through e-commerce is increasing
  52. 52. People are more “on-the-go” People are more busy, more interactive, more mobile, and of course more productive.
  53. 53. People are more “on the go” The need for “one-time consumed” product (packaging) is increasing Family Individual SIze SIze
  54. 54. Private Labels Will Be Soaring People are more value concious
  55. 55. More Disposible Income Means More Money tobe Invested Franchising is the way to invest their Disposible Income
  56. 56. More Civilized, More EducatedIlegal software and movie DVD will decrease... and movie theatre willsurge again
  57. 57. More Civilized, More Educated Sex and horor movie like these will be facing off
  58. 58. Part IIIThe Strategy
  59. 59. What kind of changeshappened in the market segmentation?
  60. 60. Changes in Market Segmentation Segmentation “before 3000” Segmentation “after 3000” More civilized, Brand Knowledgable, and minded Modern consumer Upper More Buying Middle Value Power consumer Lower Price-minded consumer Demographic Psychographic
  61. 61. Segmentation Beyond 3000 Brand-minded Consumer “Reasonable” – Value Consumer “J-Co Lover” “Critical” – Value Consumer Value consumer “Hottest segments” “Functional” - Value Consumer “Nexian Hunter” Price-minded consumer
  62. 62. Segmentation Beyond 3000 – several examples “Reasobale” value brands “Critical” value brands “Functional” value brands
  63. 63. What to target? Brand-minded Consumer 4 “Reasonalbe” – Value Consumer 1 2 “Critical” – Value Consumer 3 “Functional” - Value 1 2 Consumer Price-minded 5 Consumer 1 Priority #1 2 Priority #2 ... etc.
  64. 64. Know Your Strategy Generic Strategy Generic Tactic • Global Image, Local Price “Reasonalbe” Value RATIONALIZE YOUR BRAND • Unique Differentiation with Consumer (Benefit is The King) Reasonable Price • Be Creative, Deliver More INNOVATE YOUR VALUE “Critical” Value Consumer • “Higher benefits, lower cost” (Value is The King) Mindset “Functional” Value MAKE YOUR PRODUCT • Be a Smart Imitator; Consumer AFFORDABLE Be a Smart Follower (Price is The King) • More Function, Less Brand
  65. 65. “Reasonable” Value Consumer • Global Image, Local Price
  66. 66. “Reasonable” Value Consumer • Unique Differentiation with Reasonable Price
  67. 67. “Critical” Value Consumer • Be Creative, Deliver More
  68. 68. “Critical” – Value Consumer • “Higher benefit, lower cost” Mindset
  69. 69. “Functional” Value Consumer • Be a Smart Imitator; Be a Smart Follower
  70. 70. “Functional” Value Consumer • More Function, Less Brand
  71. 71. 5 BIG SHIFTSIN SOCIAL MEDIA LANDSCAPE IN 2011 AND BEYOND
  72. 72. Social Media becomes a basic need 1 Who does not have a social media account?
  73. 73. Social Media becomes a basic need 1 Fenomena social media di Indonesia, dengan jumlah 26.000.000 lebih, Indonesia menempati peringkat ketiga negara dengan jumlah pengguna Facebook terbanyak di dunia, di bawah Amerika Serikat dan Inggris. Indonesia juga menempati jumlah pengguna terbesar Twitter di Asia. Jakarta ibukota negara Indonesia bahkan telah diklaim sebagai ibukota Tweet di Asia, bukan karena jumlah pengguna tetapi juga kontribusi Trending Topic di Twitter dari Indonesia. Source: retrieve from http://www.financeindonesia.org/content.php?279-Social-Media-World-Forum-Asia-2010
  74. 74. Online and Offline Interaction 1 Online interaction increase “kopi darat” for “kongkow – kongkow”
  75. 75. E-commerce Will Thrive: TokoBagus.com 2 Transaction through e-commerce is increasing
  76. 76. E-commerce Will Thrive: Bhinneka.com 2 Transaction through e-commerce is increasing
  77. 77. iPad Virtuous Circle 3 RISING DEMAND ECONO- MIES OF REDUCE SCALE PRICEKENAPA PONSEL BISA MURAH?
  78. 78. iPad Virtuous Circle 3 RISING DEMAND ECONO- MIES OF REDUCE SCALE PRICE Competition from iPad-like “Nexian” brands
  79. 79. iPad Killers 3 Android-based Low Price Tablet
  80. 80. Android Market Boom 3 TABLET APPS REVO- REVO- LUTION LUTION
  81. 81. Big Shift: From Broadcasting to Connecting 3 Companies start using social media tools to engage and connect with their customers instead of to broadcast messages
  82. 82. Corporate Website
  83. 83. Community Blog
  84. 84. Corporate Website
  85. 85. Community Website
  86. 86. Corporate Blog
  87. 87. Community Blog
  88. 88. Community Blog
  89. 89. Every Company Is Media CompanyThe Birth of Content Management Agencies 4 Companies start to build their community blogs. It will trigger to the rising demand of content management services
  90. 90. Welcome to the Era of BillionsSocial Media Entrepreneurs 5 It’s the smart way to be an entrepreneur: low capital (aka “modal dengkul”); high opportunities; high return YOUR BRAIN IS YOUR FACTORY
  91. 91. Thank YouBlog: www.yuswohady.com Twitter: @yuswohady

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