Basic Facts                                                                                               to Deliver      ...
THE TARGET MARKETUnderstanding The Youth •    What do they need?                                                 There man...
THE TARGET MARKET - UNDERSTANDING THE YOUTH Word of the year 2012: #Galau It is described as the unstable condition of tee...
THE TARGET MARKET - UNDERSTANDING THE YOUTH 40%                                of (urban) Youth thinks that the           ...
THE TARGET MARKET - UNDERSTANDING THE YOUTH    How  AdultsEnvisage#Galau This document is an Intellectual Property of PT V...
THE TARGET MARKET - UNDERSTANDING THE YOUTH    What make youth happy?     (Aged 14 – 18)                                  ...
THE TARGET MARKET - UNDERSTANDING THE YOUTH    Indonesia’s    Muslim Youth     The future of the country – any country –  ...
THE TARGET MARKET - UNDERSTANDING THE YOUTH – MUSLIM YOUTHSHow do muslim                                  The survey showe...
THE TARGET MARKET - UNDERSTANDING THE YOUTH – MUSLIM YOUTHSPolitics bore                                The survey shows t...
Young people in Indonesia are notparticularly interested in politics.               5.5%                               Onl...
Bowing Headed Generation76%                           Urban Youth Likely To Update                              Status On ...
Almost 20% of 15‐year oldIndonesian students had a 8% of them had Internetcomputer at home          access at homeFrom an ...
Indonesian Mobile Consumers are Getting Younger15 – 19 year olds and more recently year old driving growth Data published ...
Indonesian Mobile ConsumersIndonesia’s overall scoreflagged due to lack of                        Country                 ...
Indonesia Mobile                                       “Up to 80 percent of the Indonesian population is younger          ...
Indonesia’s                             For many consumers in Indonesia, digital media                                    ...
MARKETING STRATEGYGeneral Flow of Activation                                            Channels                          ...
Youth SkepticismRooting the Causes Youths’ Anxieties           Powerless to Make Changes                     Skepticism of...
MARKETING STRATEGYEducational Steps                                   Show how the                             “Ciyus? Mia...
Because…This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
The Multiplier of Youth VoicesThe Umbrella Strategy                                                              The Youth...
The Pursuitof HappinessEveryone wants to behappy… including theyouth.Who doesn’t?This document is an Intellectual Property...
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Virgin Voters of Indonesia 2014

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How to Deliver the Pemilu 2014 to the Virgin Voters of Indonesia

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Virgin Voters of Indonesia 2014

  1. 1. Basic Facts to Deliver the Pemilu 2014 to the Indonesian Virgin Voters Enhancing The Quality of Youth Political Participations Prepared by AjoullThis document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  2. 2. THE TARGET MARKETUnderstanding The Youth • What do they need? There many questions we have • What do they want? to answer understand to deliver the ‘product’ of Pemilu • What do they love the most? (Indonesia’s General Elections) • What they exactly concern 2014 to be ‘bought’ by the about? Indonesian youth. It’s about how to collect their votes and fulfill them their needs. Because Pemilu is not as sexy as iPhone or Samsung Galaxy...This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  3. 3. THE TARGET MARKET - UNDERSTANDING THE YOUTH Word of the year 2012: #Galau It is described as the unstable condition of teenagers emotional condition. The cause may be varied; from boy/girlfriend, BFF and parents. Brand/advertiser using this galau buzz recently to their ad campaigns, but theyre only using it for the content while theyre missing the context & concern of it. Source: Youthlab Indonesia, Youth Trend 2012 Kaleidoscope • Galau is a ‘serious’ thing for youth • Galau is not a joke among the youthThis document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  4. 4. THE TARGET MARKET - UNDERSTANDING THE YOUTH 40% of (urban) Youth thinks that the uncertainty about their future #Galau are the main cause of (= anxiety) higher than Relationship and Political issues. Source: Youthlab Indonesia, Youth Trend 2012 Kaleidoscope • Galau is a ‘serious’ thing for youth • Galau is not a joke among the youthThis document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  5. 5. THE TARGET MARKET - UNDERSTANDING THE YOUTH How AdultsEnvisage#Galau This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  6. 6. THE TARGET MARKET - UNDERSTANDING THE YOUTH What make youth happy? (Aged 14 – 18) • Relations with 50.10% Others – Family 31.60% – Loving and being loved 9.63% – Friends 9.20% • Others 4.91% • Self fulfillment • Relation 9.63% – Achievement 28.26% with God 32.67% – Leisure time 4.06% – Money 2.60%An exploratory study using indigenous psychology approach by Ardi Primasari and Kwartarini Wahyu Yuniarti,Center for Indigenous & Cultural Psychology, Faculty of Psychology, Universitas Gadjah Mada, Yogyakarta, Indonesia.Source: International Journal of Research Studies in Psychology 2012 June, Volume 1 Number 2, 53-61.Image from: Asean Youth Friendship Network (http://ayfnhq.org/?p=380) This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  7. 7. THE TARGET MARKET - UNDERSTANDING THE YOUTH Indonesia’s Muslim Youth The future of the country – any country – will be shaped by its youth. Youngsters set trends and change societies. In Indonesia, a country with Muslim majorities – 88% of the population, young generations are huge: more than half of • How does Indonesia’s the population is less than 30 years old, about one third is younger than 14. Muslim Youth feel about• The following data collection for this survey was carried out from November their respective country, 18th until 26th, 2010 by Lembaga Survei Indonesia and presented in a publication namely “Values, Dreams, Ideals – Muslim Youth in Southeast Asia – Surveys in Indonesia and Malaysia” by Goethe Institute . their family, their society? – 1.496 Indonesian citizens aged between 15 and 25 years were questioned. – Do youngsters care about politics? – 58% of respondents were 15 – 19 years old. – What are their needs, their – 52.1 % of the questioned youths attended a religious school. – 49.9% males, 50.1% females. problems? 43.4% urban, 56.6% urban – – 88.8% have parents still alive, 88.4% of them live with theirs and are – Who do they turn to? not divorced.• The sample was selected randomly. The respondents are proportionally – Are they happy? Optimistic? distributed over Indonesia’s 33 provinces, in accordance with the official Indonesian 2010 population census. This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  8. 8. THE TARGET MARKET - UNDERSTANDING THE YOUTH – MUSLIM YOUTHSHow do muslim The survey showed that the higher the respondent’s income, the lower is their trust in the government or their interest in politics. The more affluent among the muslim working youths have a lower trust in government thanyouths view the the less wealthy. The more affluent are also more critical of the nation’s economic state, lawcurrent national enforcement at the national level, national security, or the government’s track record. Lower income respondents believe more strongly that the country isgovernance? moving in the right direction. They find the political situation and national security satisfactory. They are also satisfied with the government’s performance and the state of the country’s economy.This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  9. 9. THE TARGET MARKET - UNDERSTANDING THE YOUTH – MUSLIM YOUTHSPolitics bore The survey shows that the higher educated Muslim youth respondents are clearly not interested in politics. The research shows that 3.3% ofMuslim the Muslim university students do not see politics as important. Only 1.4% are interested in politics, while over 48.5% think that interest in the field should not be imposed on others. Of the 53.3% respondentsYouths? who dismiss politics as boring, many are from this group. 2.5 3.9 <= Elementary 5.8 43.3 44.5 School 1.6 2.7 Junior High School 44.8 46.2 4.7 4.1 1.5 Senior High School 45.9 47.1 1.4 2.2 3.2 College/University 52.3 42.2 0.0 Agree Strongly Strongly agree Disagree Don’t know / No answer disagreeThis document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  10. 10. Young people in Indonesia are notparticularly interested in politics. 5.5% Only 23% of Indonesian youth (15 – 25) admit to some interest in politics, and 27% of them state 29.1% that they participate in 23.2% regional elections. Image from: ceeklog.com • Although there is not so much general interest in politics, young people in Indonesia are aware of the importance of politics and democracy. • Most of them state that the people should have the power to 42.2% change a government that is not to their liking and that opposition parties are essential to a good democracy. • They state that good leadership has nothing to do with gender issues, as good women leaders fully deserve support. Not interested at all • More women are highly aware of the need to exercise their right to vote, though they have less knowledge about politics and Somewhat interested democracy. • Awareness of the importance of politics and democracy is highest Interested among older and well-educated respondents. Very interestedThis document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  11. 11. Bowing Headed Generation76% Urban Youth Likely To Update Status On Social MediaSource: Indonesian Youth Survey 2012, 10 cities, 2150 respondents, by MarkPlus InsightThis document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  12. 12. Almost 20% of 15‐year oldIndonesian students had a 8% of them had Internetcomputer at home access at homeFrom an accompanying survey to an 2009 achievement study conducted by the Organization for Economic Cooperation and Development (OECD)Programme for International Student Assessment. Data extracted by authors from OECD PISA 2009 dataset, <http://pisa2009.acer.edu.au/interactive.php>,(Accessed 22 December 2011)This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  13. 13. Indonesian Mobile Consumers are Getting Younger15 – 19 year olds and more recently year old driving growth Data published on February 23, 2011 (http://blog.nielsen.com/nielsenwire/global/mobile-phone-penetration-in-indonesia-triples-in-five-years/)This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  14. 14. Indonesian Mobile ConsumersIndonesia’s overall scoreflagged due to lack of Country Indonesiaconsumer readiness andmobile commerce clusters. Population 240 millionThe country’s populationare not familiar with mobile Total number of mobile subscriptions/subscribers 220 millionpayments, and score low onwillingness and frequency Percentage of mobile penetration 92%of use.The upside is that their Percentage of smartphones v/s featurephones 20%willingness to use mobilepayments score higher than Average ARPU IDR 23,238familiarity, meaning withenough marketing and Total number of Internet users 55 millionconsumer education,Indonesians could be Percentage of Internet penetration 23%adopting the technology inlarge numbers. Number / percentage of mobile Internet users 29% Source: Mobile Southeast Asia Report (June) 2012, MobileMonday chapter founders; market research reports cited by Charles Moreira.This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  15. 15. Indonesia Mobile “Up to 80 percent of the Indonesian population is younger than 40 years old. 35 percent of them use social media. If you look at the way people interact and travel in Indonesia,Infographic mobile phones play a key part,” according to Commonwealth Bank Indonesia’s director Ian Phillip Whitehead (Jakarta Post: http://bit.ly/MqHx66).Source: Mobile Southeast Asia Report (June) 2012This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  16. 16. Indonesia’s For many consumers in Indonesia, digital media is ingrained in their everyday lives, and internetInternet usage is even surpassing time spent onAdoption traditional media such as television or print. • Incident of Using Internet (vs Traditional Media) – Past 12 monts: 21% – Past 4 weeks: 19 • Incident of internet use in past 4 weeks split by key demographic segments: – By Gender: Male: 23%, Female 16% – By Ages: • 15 – 19 years: 55% • 20 – 29 years: 26% • 30 – 39 years: 14% • 40 – 49 years: 5% • 50+ years: 1%This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  17. 17. MARKETING STRATEGYGeneral Flow of Activation Channels The Product Marketing Program: • Captivate Communication & Activation • Engage • Empower Sales: Youth Participations Target Market ActionThis document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  18. 18. Youth SkepticismRooting the Causes Youths’ Anxieties Powerless to Make Changes Skepticism of Democracy & PoliticsThis document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  19. 19. MARKETING STRATEGYEducational Steps Show how the “Ciyus? Miapa? system works: Nggak gw banget! “Your participation, #Males! #Ribet ! matters! ” I don’t believe it anyway. You have no proof of it… since Cumpah Pemuda” Illuminate the fact: “Even though I know that politics is “Every single aspect of important, I have no power to influence your life is influenced it. I am nobody.” by politics” Skepticism “Should I participate in? Really?”This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  20. 20. Because…This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  21. 21. The Multiplier of Youth VoicesThe Umbrella Strategy The Youths The Watchers The System Politicians & Stakeholders Activate Shout to Others Share Each Other ParticipationListen & Gather • Aware to my • A cool place for • You should see • It is time to anxiety people like me from our sights make changes • Benefits me • Benefits me • Now we know • Benefits me • A Cool Place • I should ask my how the system friends to join & runs and we support will watch it • Now I and my • Benefits me friends know the real gameCaptivate Engage Educate & Accomodate ActivateThis document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia
  22. 22. The Pursuitof HappinessEveryone wants to behappy… including theyouth.Who doesn’t?This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

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