Mayo in indonesia

Countries
Population
(million)*
GDP (US$ billion)
Eggs
Consumption
per year (tons)**
Indonesia 246.9 878 1,439,427.00
Malaysia 29.24 305 568,425.60
Singapore 5.3 274.7 21,200.00
Brunei
Darussalam
0.412 16.95
Source. World Bank (2012)* | poultryIndonesia (2011)**
Eggs Market Size

Eggs consumption in Indonesia :
116.6 eggs / person / year
28.788.540.000 eggs per year
1.439.427 tons per year
Source. Poultry Indonesia
This amount is only
the number of eggs
consumed directly
exclude required by
the Food Industry in
Indonesia
Eggs Consumption

157 companies laying chicken breeders *
147.279.470 laying chickens **
1.223.718 tons of eggs ***
Source.
(*) Central Bureau of Statistics
(**) Director General of Livestock
(***) Director General of Livestock
157
laying chicken breeders companies
147.279.470
laying chickens
1.223.718
tons of eggs
Eggs Supply

Channel of Distribution
• Modern Trade
• Traditional Trade
The report on Indonesian consumers released by Bain &
Company, in collaboration with Kantar Worldpanel,
highlighted that traditional trade, encompassing wet
markets and warung [small stall], drove 85.2 percent of the
US$95 billion grocery retail value attained in 2012
Modern
Trade, 15%
Traditional
Trade, 85%
Value:
US$ 95,000,000,000
Grocery Retail (FMCG)
Indonesia market in 2012
Source. JakartaPost | 13 Dec 2013

Traditional Trade
traditional market
12,559*
(*) Financeroll.co.id |February 2014

Premium Supermarket Supermarket
Minimarket
Convenience Store
Modern Trade
99 Ranch Market
Carrefour
Foodmart
Giant
Hypermart Indonesia
Kem Chicks
Lotte Mart (Formerly Makro)
Marks & Spencer
The Foodhall (Formerly Sogo-
Supermarket)
Borma
Bromo Swalayan
Chandra (mostly located in-
Lampung)
Griya (mostly located in West-
Java)
Hero Supermarket
Hari Hari
Sinar Supermarket (mostly-
located in East Java)
Super Indo
Yogya mostly located in West-
Java
Lotus
Alfamart
Indomaret
Ceria
Alfamidi
Yomart
Circle K
7Eleven
Lawson
MiniStop
around 20,000 outlets*
(*) : marketing.co.id | Jan 2013
“Sebagian besar
convenience store
memakai ijin usaha
restoran”
Total omzet penjualan ritel modern mencapai Rp 135 triliun pada tahun 2012 dan diperkirakan
pada tahun 2013 mencapai Rp 150 triliun (65 persen makanan dan 35 persen non makanan).
Dari jumlah belanja makanan, hypermarket mengambil porsi 35 persen, minimarket 35 persen
dan supermarket 30 persen. (source. Wartakota,6 Juni 2013)

Egg Products
Category : mayonnaise
Click to view website
Producer : PT Miwon Indonesia
Factory location :
• Gresik, East Java, Indonesia
• East Jakarta, Indonesia
Brand : Mayonais MamaSuka
Size :
• Sachet 25gr
• Sachet
100gr
• Bottle 300gr
• Bottle 480gr
• Pouch 1Kg
• Bottle 3L

Egg Products
Producer :
PT Ajinomoto Indonesia
Factory location :
• Mojokerto, East Java,
Indonesia
Brand : Mayumi
Size :
• Sachet 25gr
• Sachet
100gr
Click to view TVC

Egg Products
Producer :
PT Java Egg Specialities
Factory location :
• Telaga Mas V/1
Cikupamas Industrial Area
Tangerang
Brand : Euro Gourmet
Size :
• Bottle 290gr
• Pouch 1Kg

Egg Products
Category : Liquid Egg
Producer :
PT Java Egg Specialities
Factory location :
• Telaga Mas V/1
Cikupamas Industrial Area
Tangerang
Brand : Jess
Size :
• Pouch 2Kg

Egg Products
Producer :
PT Lasallefood Indonesia
Factory location :
• Jl. Raya Jakarta Bogor KM 31
Cimanggis, Depok
Brand : Maestro Mayonnaise
Size :
• Sachet 25 gr
• Sachet 100 gr
• Bottle 225 ml
• Bottle 300 ml
• Pouch 1Kg
• PET bottle 3000 ml

Egg Products
Producer :
Home Industry
Oma Emi
Factory location :
• Ruko Griya Bintara Indah Jl.
Bintara Raya Blok AA No. 2,
Bekasi, West Java, Indonesia
Brand : Oma Emi
Size :
• Pouch 1Kg

Egg Products
Producer :
Unilever
Factory location :
• Bekasi, West Java
• Surabaya, East Java
Brand : Bestfoods Mayo Magic
Size :
• Plastic 3L
• Plastic Tub 5.5L

Egg Products
Imported/Producer :
PT Kewpie Indonesia
Factory location :
• Under construction at Bekasi,
West Java
Brand : Kewpie
Size :
• Plastic 130ml
• Pouch 500gr

Egg Products
View TVC
Producer :
PT Intan Kenkomayo Indonesia
(Japfa Comfeed Indonesia Group)
Lokasi pabrik :
• View website Japfa Comfeed
Brand : O-Mayo
Size :
• Sachet 25gr
News about O-Mayo
Kenko Group, Japan

Indonesia Potential Market
150,000,000 middle class income in 2014

Shopper in Middle Class Income

Indonesian traveller - Shopper in Middle Class Income

Asia’s middle class is on track to comprise 52 percent of the region’s
population by 2020, with the fastest emerging middle classes hailing
from Indonesia, the Philippines, Thailand, Malaysia and Singapore,
according to Nielsen estimates. With US$5.3 trillion in new household
consumption, expenditures are up for grabs. Are you ready for the next
big “shopportunity”?
Indonesia is at the forefront of this trend, with a middle-income
segment that we expect to more than double in size by 2020. Much
attention has been focused on Asia’s two biggest growth engines—
China and India—but now is the time to get better acquainted with
what drives and motivates Indonesian shoppers.
RISING CONFIDENCE AND UPGRADING BASKETS
Indonesians are confident about tomorrow, but they are also mindful of
their budgets today. Historically, the country’s high consumer
confidence scores consistently top Nielsen’s global rankings, and
Indonesians typically report household budget flexibility that far
exceeds the global average. So while Indonesians are eager to upgrade
their shopping baskets, they will likely do so judiciously and prudently.
Indonesian shopping baskets are increasingly dominated with premium-
type products, reflecting their rising aspirations. Analysis undertaken by
Nielsen of 13 fast-moving consumer goods (FMCG) categories revealed
almost half (46%) of the products were categorized as premium, 32
percent were mainstream, and 22 percent were value-oriented. About
60 percent of the products that make up the super-premium basket are
discretionary items in categories such as chocolates, biscuits and
moisturizing creams dominated by multinational companies.
But going premium is not about spending irresponsibly. The best way to
merchandise premium categories to the discriminating Indonesian
shopper is to visibly show price tags to aid comparison spending. And
image counts and superior packaging are the shelf talkers that speak
volumes to these consumers.
TRADE WARS AND THE BATTLE FOR MARKET SHARE
Today, traditional trade (from small roadside vendors, food stalls, etc)
holds a majority share (54%) of the retail landscape across Southeast
Asian markets, but that share is eroding. By 2020, Nielsen estimates
that modern trade (from sources like big retail chains and
supermarkets) will take the lead with 53 percent of the market. Because
not all stores are created equal, the best way to leverage the right
channel is to know the who, what and how of shopper behavior.
As in almost any country in the world, Indonesian women are the key
influencers in both modern and traditional trade stores. But as a newly
middle class female Indonesian consumer becomes savvier about her
shopping prowess, she cares about choice—not just price and
promotions. Smaller pack sizes and daily promotions will appeal to her,
as the majority of trip missions are planned and occur daily.
Winning practices will include good, better and best pricing tiers, pack-
sized incentives that meet daily-shopping needs and a differentiated
value proposition that sets your products apart. The opportunities to
engage with the growing middle class are abundant, but you’ll need to
nurture the consumer up the value chain to ensure success.
Meet the New Indonesian Consumer Class of 2020
Source. Nielsen.com | 19.March.2014

It's 6:15am on a Sunday morning, and waves of people are breaking over the Sudirman
traffic artery in central Jakarta. Hundreds of thousands of cars traverse Sudirman through
the week, slowing almost to standstill during peak hours. But every Sunday morning,
designated Car Free Day, Sudirman is given over to thousands of cyclists, runners and
strollers.
It's a pageant of lycra-clad executives on expensive road bikes, young people on fixies in
bright colours, and the occasional swarm of kids from nearby neighbourhoods on creaky
old bikes too big for them. Runners wear Skins and smartphones. In an urban culture where
being seen on the street used to be a sure and stigmatising marker of poverty, investment
banks now sponsor fun rides and social running clubs organise over Twitter ('#marilari', or
'let's run').
Meet Indonesia's growing, aspirational middle class. Indonesia has always been big, but it's
Indonesia's growing economy that has caught Australia's attention in recent years.
Indonesia is the world's 16th largest economy (Australia is 12th), and the transition of
millions of Indonesians out of poverty into a 'consuming class' is a big part of that
continuing growth story.
But, some perspective. Much of the hype is about the emergence of a middle class that is
actually still very poor.
Boston Consulting Group estimates that Indonesia is home to 74 million 'middle class and
affluent' consumers, with that number set to rise to 141 million by 2030. McKinsey counts
45 million members of a 'consuming class', which it estimates will increase to 135 million by
2020. But both are setting the bar very low. McKinsey, for example, is counting households
with earnings of just US$7500 per year at purchasing power parity rates — hardly a fortune.
Market analysts get very excited about this group because they are just beginning to
purchase beyond subsistence level. Catherine Eddy, Marketing Director for Nielsen in
Indonesia, explains, 'Whereas previously you might have washed your dishes and your
clothes with the same soap, now you will buy separate soap products.' But soap alone does
not a middle class make.
Indonesians themselves often use the term 'middle class' to describe people who are, by
local standards, very rich. Matthew Wai-Poi, a World Bank analyst, estimates that about
82% of Indonesia's population,or approximately 200 million people, live on less than
approximately US$4 per day (all figures cited are in US dollars using purchasing power
parity, unless otherwise stated). Just under half of those subsist on less than $2 per day,
still abjectly poor by any standard.
Just 18% of Indonesians (44 million odd people), living on between about $4 and $20 per
day, are starting to acquire some of the trappings we might recognise as middle class. In
this bracket, people are starting to be able to air condition their homes (16%); in cities, 25%
will own cars. The middle class is an urban phenomenon: 26% of city populations are
middle class, compared to 9% in rural areas. Globally, the International Labour Office has
estimated the global 'developing middle class' at 1.4 billion people, and finds its members
are living more healthy and productive lives than previous generations.
Kasno, a 33 year old 'office boy' and general handyman working in east Jakarta, is
illustrative of this group. His parents were poor farmers but Kasno finished high school and
moved to Jakarta fifteen years ago. For several years he bought and sold second-hand
motorbikes on the side to supplement his income. Five years ago, he gave away the
motorbike business and went into house
than ever. Last year, Indonesians took 63 million domestic flights, mostly on low cost
airlines. Just about everyone in Indonesia has a mobile phone, and cheap Chinese brands
are making smartphones affordable.
A person living on $20 per day is not going to spend four of those dollars on a Frappacino at
Starbucks, but the proliferation of instant coffee blends in supermarkets (not to mention
the proliferation of supermarkets themselves) indicates the appetite for small luxuries.
Catherine Eddy again: 'Indonesians think, "I'm reading all the time that I deserve to be able
to try new products, go to the mall, experience this lifestyle. The country is moving ahead,
and were all making more money". And that confidence is self-perpetuating’.In fact,
Indonesians are consistently found to besome of the most confident consumers in the
world. They believe their families will be better off next year, and that their children will
have better lives than their own. Education is a key aspect of this, and the more affluent
classes are investing more in education at all levels. Kasno is adding a second floor to his
small home. It will include a study for his two boys, the oldest of whom is in primary school.
'My parents told me to do my homework, but they didn't help me with it. We don't want to
educate our children in the same way that our parents educated us. For example, we want
to provide space to study. We also give them space to play. We have a computer at home.'
he says.
According to government sources, just a tiny sliver of Indonesian families — less than half
of 1% — enjoy incomes that even start to approach those in Australia. Those fortunate
families live (very roughly) on the equivalent of about AU$45,000 per year or more. To put
that into perspective, the median household of two adults and two kids in Australia in 2012
had a net disposable income of AU$90,500. Official Indonesian data very likely
underestimates this group, probably by a couple of million people at least, in part because
the wealthy don't respond to household surveys.
Still, in a huge country like Indonesia even small fractions translate into big numbers in
population terms. And suddenly there you are, dodging swarms of lycra-clad cycling
enthusiasts on Sudirman on Sunday morning.
Meet Indonesia’s middle class
Source. The Interpreter | 19.February.2014

Minister of Trade Muhammad Lutfi said Indonesia has a middle class
population of 150 million people, the biggest in Southeast Asia. It's
become a magnet for foreign investors who want to invest in the country.
"Foreign investors observe the Indonesian middle class population is
growing. Established middle class will support a good industry so that the
resulting product not only dominate the regional market but also
globally," said Lutfi yesterday (26/3)
Lutfi added that this year's middle-class population in Indonesia is
predicted to reach 150 million people. This figure, according to him, will
not be overtaken by other countries in Southeast Asia.
"Our middle class population of 150 million people this year, it tripled the
Philippines, Thailand fourfold, fivefold Malaysia, Vietnam and 6-7 fold," he
explained.
The rising middle class population that would be followed by a shift in a
more settled lifestyle. "For example, when the per capita income of USD
3,000 people already can then buy a second TV in the house. Then when
the per capita income of USD 5,000 people have been going shopping to
buy his first car," he said.
Therefore it is not surprising that many investors are eyeing the market
potential of the middle class. Investors wishing to develop or build a plant
related to the needs of the middle class.
"Like a car factory, now many principals set up a factory in Indonesia.
Market and production in Indonesia is good," he said.
In the automotive field, Lutfi see there is still very large. Because the rate
of car ownership in Indonesia is still low.
In Japan, of 1,000 people, more than 5,000 people had cars, while in
Indonesia, only 40 of the 1,000 people who already have a car, or four
percent. Course it's a very big opportunity," he added
Investors Tempted Middle Class
Source. Jpnn.com | 27 Maret 2014

Marketing Communication
Connected people
Technology savvy
How can we reach this huge market?

Smartphone 65%
Desktop pc 52%
Notebook 45%
Tablet 45%
Internet penetration 72,700,124
Source. US Census Bureau, InternetWorldStats, ITU 2013
APJII, Indonesia internet profile, dec 2012

67,000,000 users
58,000,000 users
53,000,000 users
23,000,000 users
facebook
twitter
google
instagram
Source. GlobalWebIndex Jan.2014
Indonesia Media Usage

Mayo in indonesia

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