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Marketing3000
The document discusses the rise of "Consumer 3000" in Indonesia as the country reaches a GDP per capita of $3,000. It notes that this will trigger an economic "earthquake" and consumer revolution. Consumer 3000 is characterized by higher buying power, greater knowledge/information, and more technology usage. This shifts market segmentation and requires new strategies. Companies should target "reasonable" consumers by emphasizing value and benefits, "critical" consumers through innovation and higher value at lower cost, and "functional" consumers by imitating smartly and focusing on functionality over brands.
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Marketing3000
- 1. YUSWOHADY www.yuswohady.com @yuswohady CONSUMER 3000BRAND NEW CONSUMERSTHAT REVOLUTIONIZE YOUR STRATEGY
- 2. CONSUMER 3000 THE THREEPARTS I. THE EARTHQUAKE II. THE IMPACT III. THE STRATEGY
- 3.
- 4. “Masyarakat Adil danMakmur” is Not A Dream Anymore
- 5. Let us lookback a little KRISIS 1998
- 6. Comparing with Chindia SAMEPATTERN
- 7. What happen now? 1942 2271 2394 2963 3270 3532 3822 4131 4440 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 20072008 2009 2010 2011 2012 2013 2014 2015 GDP Per Capita Indonesia($) What happen when we reach GDP Per Capita $3000? Source: International Monetary Fund, 2010
- 8. Reaching the $3,000per 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. Source: Indonesian economywith a US$3,000 per capita GDP by Cyrillus Harinowo Hadiwerdoyo 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.
- 10. The Economist, February12, 2009 Special Report: The Middle Class in Emerging Countries
- 12. Sumber: ADB, BPS,BI, dan LitBang Kompas 2010 Middle Class: Indonesia vs China Indonesia’s Middle Class (spending > $2/day): 93,7 Mio (2009)
- 13.
- 14. What will happennext? Some signals...
- 15. A New Waveof Demand!!
- 16. Traffic Problem: Whensupply can not meet the demand
- 17. Traffic Problem: Whensupply can not meet the demand
- 18. Everything starting tolook affordable
- 19. Why airport areso crowded ?
- 20. Holiday is notonly to Bali... “Everybody Can Fly” Democratization of Consumption
- 21. People need aplace to talk!
- 22. People need aplace to talk!
- 23. Mall is nota fancy place anymore
- 24. Holiday is notonly to Bali...
- 25. The Rise ofmass luxury products
- 26. This is agood sign...
- 27. .....with a greatmomentum
- 28. Economy is lookinggood 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. Indonesian GDP Growth Nilai tukar rupiah juga berada di kisaran Rp 9.000
- 29. Politic is relativelystable: SBY second period No “Pemilu” in the near future 10 years political transition
- 30. Merapi: “Our socialbonding is high”
- 31. All of thesechanges will trigger: “The birth of Consumer 3000”
- 32.
- 33.
- 34. How is Consumer3000?
- 35. Basic needs areover!!! Esteem Needs Belonging Needs Basic Needs Actualization Needs love, acceptance, affiliation Food, shelter, sex, sleep Self-respect, social status Maslow’s “Theory of Human Motivation”
- 36.
- 37. Sumber: ADB, BPS,BI, dan LitBang Kompas 2010 Economics of Hapiness
- 38. Consumer 3000: The3 Dimensions More Buying Power; More Consumption More Knowledgable; More Informationalized More Technology Savvy; More Connected
- 39. Consumer 3000: The3 Dimensions HIGH BUYING POWER CONNECTED KNOW- LEDGABLE CONSUMER 3000
- 40. Road to Consumer3000: We have seen the trend already
- 41. The Nexian BOOM: TheRise of Hyper Value-Consumers Nexian has the third biggest market share in Indonesia with 7% Source: detik.com
- 42. The BOOM ishappening because Value-Oriented Customer is growing The Nexian BOOM: The Rise of Hyper Value-Consumers
- 43. Flying solo inthe upper segment
- 44. Fast Food Trend:Goes Outside The Mall Not just a place to eat, but a place to talk and play
- 45. 24 Hour RetailEvolution A whole new concept of 24 hour retail: “Gathering spot”
- 46. Midnite Sale: CustomersBecome Smarter
- 47. Modern Channel IsGoing to Grow Modern channel in becoming more favorable
- 48. Source: Nielsen Modern ChannelIs Going to Grow
- 49. Source: Nielsen Modern ChannelIs Going to Grow
- 50. E-commerce Will Thrive:Bhinneka.com Transaction through e-commerce is increasing
- 51. People are more“on-the-go” People are more busy, more interactive, more mobile, and of course more productive.
- 52. People are more“on the go” The need for “one-time consumed” product (packaging) is increasing Family SIze Individual SIze
- 53. Private Labels WillBe Soaring People are more value concious
- 54. More Disposible IncomeMeans More Money to be Invested Franchising is the way to invest their Disposible Income
- 55. More Civilized, MoreEducated Ilegal software and movie DVD will decrease... and movie theatre will surge again
- 56. More Civilized, MoreEducated Sex and horor movie like these will be facing off
- 57.
- 58. What kind ofchanges happened in the market segmentation?
- 59. Segmentation “before 3000” Changesin Market Segmentation Upper Middle Lower Segmentation “after 3000” More civilized, Knowledgable, an d Modern More Buying Power Demographic Psychographic Brand minded consumer Value consumer Price-minded consumer
- 60. Segmentation Beyond 3000 Brand-mindedConsumer Price-minded consumer Value consumer “Hottest segments” “Reasonable” – Value Consumer “Critical” – Value Consumer “Functional” - Value Consumer “J-Co Lover” “Nexian Hunter”
- 61. Segmentation Beyond 3000– several examples “Reasobale” value brands “Critical” value brands “Functional” value brands
- 62. What to target? “Reasonalbe”– Value Consumer “Functional” - Value Consumer 1 2 1 2 “Critical” – Value Consumer 3 Price-minded Consumer 5 Brand-minded Consumer 4 1 2 Priority #1 Priority #2 ... etc.
- 63. Know Your Strategy GenericStrategy Generic Tactic “Reasonalbe” Value Consumer RATIONALIZE YOUR BRAND (Benefit is The King) • Global Image, Local Price • Unique Differentiation with Reasonable Price “Critical” Value Consumer INNOVATE YOUR VALUE (Value is The King) • Be Creative, Deliver More • “Higher benefits, lower cost” Mindset “Functional” Value Consumer MAKE YOUR PRODUCT AFFORDABLE (Price is The King) • Be a Smart Imitator; Be a Smart Follower • More Function, Less Brand
- 64. “Reasonable” Value Consumer •Global Image, Local Price
- 65. “Reasonable” Value Consumer •Unique Differentiation with Reasonable Price
- 66. “Critical” Value Consumer •Be Creative, Deliver More
- 67. “Critical” – ValueConsumer • “Higher benefit, lower cost” Mindset
- 68. “Functional” Value Consumer •Be a Smart Imitator; Be a Smart Follower
- 69. “Functional” Value Consumer •More Function, Less Brand
- 70.