South East Asian Youth have a peculiar taste when it comes to drink preferences. To understand its psychological background one should venture deeply in their social environment. here's youthlab and youthworks asia findings *kata kunci: pemasaran, tren anak muda,riset anak muda, riset pemasaran, strategi pemasaran anak muda, jasa riset, jasa riset pemasaran, biro riset pemasaran, konsultan pemasaran, youth culture asia,youth culture report,youth data,youth indonesia,youth insights,youth marketing indonesia,youth marketing reports,youth research,youthlab, indonesian youth, data anak muda, penelitian tentang anak muda, hasil survei tentang anak muda, jasa penelitian, anak muda indonesia, perusahaan penelitian pemasaran

1. Youth Marketing Insight presentation by:
Can “Coca-Cola Do No-Wrong in South East Asia”?
Youth Market Analysis in Indonesian & Malaysia (Drink Memorabilia Series)
http://www.flickr.com/photos/denmartin/

2. http://www.flickr.com/photos/nadio/
Global market leader with a modality of 100 percent brand awareness all over the
world, 25 percent of market growth in central asia on the first quarter of 2011. The key
question is “could coca-cola win the indigenous youth market in South East Asia where
Indonesia and Malaysia are the epicentrum of trends?”…Can they do no-wrong?

3. Indonesian Youth Insights

4. Foto-foto anak muda lagi hang out
For Indonesian youth , beverages choice is not merely about basic need, it’s also
a fashion expression, habits, health paradigm, and culture that is constructed
from peer group norms and childhood memories. What youth drink is also
combination between personal drive and behavior pattern learned from parents
as role model
Photo : Ita pravitasari (Facebook)
Anggun Pesona
Research Manager
Youth laboratory
Indonesia

5. From we were much younger until now, we have historical
beverages. What we drink since we were kids is also what our
parents and society taught us.
For Indonesian youth, beverages are divided into 2 categories based on it’s culture
of consuming it: 1. Individual drink 2. Collective drink. Collective drink are
beverages that could only be enjoyed while in company of friends. Traditional
drink like bandrek, jamu, skoteng are all ‘collective drink’, they all involve social
interaction.
Anggun Pesona
Research
Manager
Youth laboratory
Indonesia

6. Does Coca-Cola have a ‘Social’ flair among
Indonesian Youth?
Flickr : green.perspectives

7. http://www.flickr.com/photos/davaodude/
Coca-cola becomes a social drink occasionally, only at lebaran (muslim
celebration) or christmas. Outside those peculiar moments. Coca-cola is rarely
chosen as a ‘kongkow’/hang out drink. Adding to that, there’s an urban youth
myth that said Coca-cola contained too much chemical substance that it could
clean up rusty metal. Unsurprisingly this kind of issue matters big time for youth.
Anggun Pesona
Research
Manager
Youth laboratory
Indonesia

8. In the neo-urban setting filled with pollution, traffic jam, overload work hours
and time spent on campus, the young people are seeking a one-stop healthy
living solution, as well as a product that could boost their stamina. On the other
side, rumors on unhealthy product spreads quickly on social media. That’s why
water became the new cultural heritage for urban youth.
Anggun Pesona
Research Manager
Youth laboratory
Indonesia

9. IndonesianYouthProfiling #1 I regularly drink mineral water and
tea because of healthy issues
#2 I drink soda just for my meals at
fast food restaurant like McD, KFC,
CFC
#3 Fanta is my favorite soda drink
brand, but absolutely I still fall in love
with tea due to its nutrition
#4 In my opinion, all of soda brand
should take care in flavor variants that
fit to youth taste
#5 Follow youth trends to make
creative marketing strategy
Didit, M, 23
Banking official

10. DRINK MEMORABILIA
• Chart kaya korea
Bubble tea originated in Taiwan 20 years ago and become a trend among youth in
Indonesia since years ago. This beverages has became a “fashion beverage”
among urban and rural youth. So, the key is to do a lot of listening to youth’s
aspiration, so the product represent a particular lifestyle.
Anggun Pesona
Research Manager
Youth laboratory
Indonesia

11. Could Coca-Cola Create The Same Natural
Diffusion Among Indonesian Youths?
Influential Fashion Bloggers

12. Coke’s only shoot to grab youths market is through fast food meal package. This
‘forced choice’ strategy contribute in keeping coke taste familiar to the Asian
tongue. But since McDonald Indonesia ownership switch hands, McD change it’s
meal package from soda to ‘Teh Botol’ (tea). Leaving only a little space for Coke
to improve.
Anggun Pesona
Research Manager
Youth laboratory
Indonesia

13. The trends shift for coffee should also be notice, whereas coffee has turn into a
youth drink. Coffee shop penetrate aggressively inside school and campus
cantine, making it a major social drink during the day. Local coffee brand also put
their focus on the youth market, realizing that the young people are the top pull
factor for other age segment. This trend just put coke much more away from
youth psychologically.
Anggun Pesona
Research Manager
Youth laboratory
Indonesia

14. Keywords for Indonesian youth beverage are; healthy, fresh, energic, and
sophisticated. Those keywords have a strong attachment with these 6 different
beverages which all are taken as popular choice for the young people on their
daily activities.
Anggun Pesona
Research Manager
Youth laboratory
Indonesia

15. IndonesiaYouthProfiling #1 I regularly drink tea because due
to its freshness
#2 I seldom drink soda, because I
don’t like the taste
#3 Sprite is my favorite among the
soda drink brands, but absolutely I
still fall in love with Teh Botol
#4 In my opinion, Soda brand should
accompany youth in all of their events
to impress them
Anneke, F, 22
College student and Traditional dancer

16. Internationally coke is a youth drink, locally it’s pretty much alienated. The brand
is well known but it takes more than awareness to motivate Indonesian youths to
love the brand. Coca-cola is still an “individual” beverages that need a social
currency flair
Anggun Pesona
Research Manager
Youth laboratory
Indonesia

17. Malaysian Youth Insights
Photo: Fadli Azali (Facebook)

18. Daniel Sharkif, 21, Sungai
Buloh, Selangor, Malaysia.
(student)
#1. I drink regular, non-carbonated drinks
during lunch, usually. Things like Iced tea, Iced milk tea,
lime juice, that kind of thing, you know? OCCASIONALLY
I’ll have a Coke or Soda, but usually I like something
iced, and non-carbonated.
#2. If I had to choose, I think it’d be a tie between
tea, mineral water and soda. I drink plain water
every day, so it’s definitely a must. Tea is also a
must-have during lepak-sessions. Soda, for me,
well.. I don’t HAVE to drink it every day, but I’d
definitely miss it if it were gone. It’s certainly good
to have an iced Coke a couple of times a
week, I guess.
#3 / #4. Yeah, I love soda. I don’t drink it every
day, but I definitely love it. My favorite would
definitely be Pepsi. People say it
tastes exactly like Coke, but I think there’s a bit
of a difference. I love Pepsi!
MalaysianYouthProfiling

19. #1. Whenever I’m out for lunch, I’m more of an “Iced
Tea” kind of person. I don’t like carbonated drinks
with meals, they’re too sticky and heavy.
Anything milky also doesn’t tickle my fancy. I like
something light, but heavily iced.
#2. My favorite beverage of all time would have to
be Ice-blended Mocha! But if I HAD to choose from
the list, I’d say plain water. I know it’s not
glam, but it’s healthy, and that’s very,
VERY important to girls like me. Health always comes
first!
#3/#4. I definitely don’t believe in drinking soda
on a regular basis, it’s too unhealthy. It’s too
sweet. But yes, I have to admit that if
consumed in regulation, it’s
pretty nice. I’m not much of a soda-head,
but I have to admit, F&N’s Zesty Zapple IS
pretty darn tasty. 
“Siti Hajar, 21, Kuala
Terengganu, Terengganu
Malaysia”
MalaysianYouthProfiling

20. “Teh O, Teh O’ Ais, Teh Ais, Teh Tarik,
Kopi O, Nescafe Tarik, Milo Ais.
These drinks have become part of
our lives, since we were young, little
kids. They are part of our stories, and
rightfully so. We love them, for
sticking with us through the good
and the bad.
This is what we’re all about”
“The Malaysian stories, are rightfully told by the
Malaysian drinks”
Fadli Azali
Youth Specialist
Youth Works Asia

21. “Milo has been
a part of
Malaysians’
daily lives for
decades….”
Flickr : Ikhlasul Amal
Fadli Azali
Youth Specialist
Youth Works Asia

22. “I love how “Malaysian” Milo is,
because it’s been around for so long.
Powering athletes since like,
decades ago. I think it’s simple, and
effective, the way Milo markets
itself. I think they’ll never
lose out to brands like
“Ovaltine” or Vico.”
“From our “Sports Day” at school,
all the way up till now, Milo has
played a big role in my life.
They’ve been around since I was
young, and the taste is just as
good as it was, nearly 20 years
ago. I definitely have an
emotional attachment
with Milo.”
MalaysianYouthProfiling
“Siti Hajar, 21, Kuala Terengganu,
Terengganu Malaysia”

23. Milo has been around for years, and they’ve built a solid fan-base built straight from the hard-
working families of Malaysia. Since its inception decades ago, people took a sip and fell in love
with it. People love Milo simply because it’s played a big part in our lives. From the Sports Day
Milo Sponsor Lorry who would supply free Milo to the kids, to the hot glass of Milo that we’d sip
while burning an all-nighter during the night before a major paper, Milo has been a part of our life.
This is what brand-engagement is all about.
Making the brand a part of the story. Part of OUR story.
Fadli Azali
Youth Specialist
Youth Works Asia

24. “In Malaysia, Coca Cola is huge. But
being well-known is not good enough”
Fadli Azali
Youth Specialist
Youth Works Asia

25. Drink Memorabilia : From Awareness to Loyalty
High Awareness
High Adaptability
Low Adaptability
Low Awareness

26. Drink Memorabilia :
From Awareness to Loyalty
Kids
(elementary
school)
Teens
(Junior and
Senior High
School)
Young
adults
(College)
Loyalty
Chart above show drinking
memorabilia among youth from
kids to young adult. Coca-cola
just hip in teens phase

27. Both in Indonesia and Malaysia, Coca
Cola is big, but not in the top of mind of
majority youth.
Coca-cola is historical drink for
them since they were kids
(elementary school) but as they
grown up, coca cola and other
soda are leaved by their fans
Photo : Ita Pravitasari (facebook)
For youth, drinking mineral water and tea is
a must, while coffee is for hang out and on
an special occasion
Fadli Azali
Youth Specialist
Youth Works Asia

28. “It’s not about getting your name out there and leaving it out there. It’s
about getting your name out there, and using it to bring people
together, back to you. It’s about creating a bond, it’s about telling a
story, or better, being part of a story”
Photo : Anneke Puspa (Facebook)
Fadli Azali
Youth Specialist
Youth Works Asia

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