Indonesian Youth & <br />Ramadhan Month<br />A Youth Marketing Case Study By Youth Laboratory Indonesia<br />
#Ramadhan Month?<br />Ramadhan is a month when a muslim do fasting for 30 days from dawn to twilight. Fasting for not eati...
What happened to Youth inRamadhan Month?<br />
#1 Sahur<br />Sahur is the time before imsak when Muslim eat (about 3-4 am) to prepare the fullday fasting.Sahuris also a ...
#2 Islamic TV drama<br />	Indonesian Television station is widely known as a production of local drama or tvseries ‘sinetr...
AnggunPesona<br />Research Manager<br />Youth laboratory Indonesia<br />Ngabuburitis waiting for break fasting , also a te...
#4 SalatTarawih<br />Salattarawihis a collectivepraying. Muslim usually do that in a Musola or Mosque. This praying ritual...
Flickr : ALphoto<br />#5 Sanlat<br />AnggunPesona<br />Research Manager<br />Youth laboratory Indonesia<br />Sanlat or the...
#6 Religious Ads Trends<br />Brands all together are throwing massive advertizing with ramadhan month theme. A religious s...
But are Those What We Need ?<br />What Do Youth Really Need?<br />
Social Belonging<br />“Hijabers Communityis a case study of succesfulyouth marketing and community development that emerge...
Began with 30 members (AdritiaPratami, AnnisaFathiya, Dian Pelangi, Fatimah Rommy, etc) who frequently meet up and share a...
What’s cool about it?<br />Lot of female Muslim now are inspired by Hijabers Communityto wear hijab because they nowunders...
First time I joined in HC as a model  for its launching.<br />Dian Pelangi (one of HC’s committee) is my friend. I knew he...
I’ve been here in Hijabers Community in last two months more or less <br />I’m interested to be a hijabers member because ...
Owner of Clothing Line : Zemma<br />I’ve been joining a HC members because of lot of similarity between me and the communi...
17<br />Youthlab is the first factory and repository of Indonesian youth insight, compromised of multi-talented youths of ...
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(Youthlab indo) Indonesian youth culture in ramadhan month

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In the sacred month of ramadhan all daily activities are changed. People especially the young ones stay awake till dawn. Find out how this impact your marketing strategy.
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(Youthlab indo) Indonesian youth culture in ramadhan month

  1. 1. Indonesian Youth & <br />Ramadhan Month<br />A Youth Marketing Case Study By Youth Laboratory Indonesia<br />
  2. 2. #Ramadhan Month?<br />Ramadhan is a month when a muslim do fasting for 30 days from dawn to twilight. Fasting for not eating, drinking, get angry, and having all other cranky emotion. In this month, Muslim are required to be more patient than usual. <br />Ramadhan month fasting will be closed by IdulFitri, a feast day when muslimis considered back to fitri (free from sins).<br />AnggunPesona<br />Research Manager<br />Youth laboratory Indonesia<br />
  3. 3. What happened to Youth inRamadhan Month?<br />
  4. 4. #1 Sahur<br />Sahur is the time before imsak when Muslim eat (about 3-4 am) to prepare the fullday fasting.Sahuris also a time when a family sit together at home and have quality time. National television stations are broadcasting talk shows and soap operas with TV quizzes.Mostly brands are investing big time here. Their main purpose is youth’s awareness. While in fact the young people are outside seeking their own currency with their peer group.<br />AnggunPesona<br />Research Manager<br />Youth laboratory Indonesia<br />
  5. 5. #2 Islamic TV drama<br /> Indonesian Television station is widely known as a production of local drama or tvseries ‘sinetron’. In ramadhan the tv screen is filled with drama on religious theme. Most of the time these shows expose exagerated emotions ‘Lebay’, that’s why youth easily turn their back from these kind of entertainment.<br />AnggunPesona<br />Research Manager<br />Youth laboratory Indonesia<br />
  6. 6. AnggunPesona<br />Research Manager<br />Youth laboratory Indonesia<br />Ngabuburitis waiting for break fasting , also a term that is used for an activity to wait AdzanMagrhrib, finding a way to get passed hunger and thirst. Ngabuburit time is between4-6 pm. It is an occasion when people, especially youth do hangout with their friends.<br />#3 Ngabuburit<br />
  7. 7. #4 SalatTarawih<br />Salattarawihis a collectivepraying. Muslim usually do that in a Musola or Mosque. This praying ritual is done after “SalatIsya” (afternoon praying at 7 pm). Salattarawih is also an occasion where kids and young people meet each other with their friends. They do the chit-chat and hang out together afterTarawihis done. It’s an occasion to see and be seen!<br />AnggunPesona<br />Research Manager<br />Youth laboratory Indonesia<br />
  8. 8. Flickr : ALphoto<br />#5 Sanlat<br />AnggunPesona<br />Research Manager<br />Youth laboratory Indonesia<br />Sanlat or the abbreviation for PesantrenKilat is short course about Islamic teaching like Reading Al-Quran, Islamic rules, History etc, in a fun way during Ramadhan. Sanlatis an intensive activity especially for kids and youg people, usually held by school or institution. Sanlat is a regular basis activity for urban kids, but scarcity for those living in rural area. This is an area where brands should get involved.<br />
  9. 9. #6 Religious Ads Trends<br />Brands all together are throwing massive advertizing with ramadhan month theme. A religious saliency in the process. In term of ‘purple cow’, there’s no differentiation whatsoever, awareness is a dimension that is ‘take it for granted’.<br />AnggunPesona<br />Research Manager<br />Youth laboratory Indonesia<br />
  10. 10. But are Those What We Need ?<br />What Do Youth Really Need?<br />
  11. 11. Social Belonging<br />“Hijabers Communityis a case study of succesfulyouth marketing and community development that emerged in Indonesia right now.Their strong point: social belonging” <br />AnggunPesona<br />Research Manager<br />Youth laboratory Indonesia<br />
  12. 12. Began with 30 members (AdritiaPratami, AnnisaFathiya, Dian Pelangi, Fatimah Rommy, etc) who frequently meet up and share about fashion and girl issues from Islamic view point.Theyspread out new trends of wearing hijab (head scarf for female Muslim) and style of fashion.Theytry to inform otherfemale Muslim that wearing hijab is still fashionable without breaking the Islamic rules.<br />AnggunPesona<br />Research Manager<br />Youth laboratory Indonesia<br />
  13. 13. What’s cool about it?<br />Lot of female Muslim now are inspired by Hijabers Communityto wear hijab because they nowunderstand that wearing hijab is also fashionable.From 30 members of hijabersmember to a total members of 8000 females in less than 1 year.This community succeed in using social support for wearing hijab as a medium for marketing.<br />AnggunPesona<br />Research Manager<br />Youth laboratory Indonesia<br />
  14. 14. First time I joined in HC as a model for its launching.<br />Dian Pelangi (one of HC’s committee) is my friend. I knew her in female moslem fashion show<br />What can helpthis community grow are :<br /># The founders of HC are blogger and actively engaged in social media<br /># HC founders have their own niche market before the built HC<br />#Hijab community mostly established in a rigid style. So HC is come for female young moslem who want to be fashionable but keep syar’i<br /># It is a prestige to be a member of this community, such a feeling that we are accepted in social community<br />Youth Profile<br />ImbangKartika, 24 F, Model<br />
  15. 15. I’ve been here in Hijabers Community in last two months more or less <br />I’m interested to be a hijabers member because of the creativity and originality of the members in their creation of song, photography, outfit design.<br />The members come from blogger, model, entrepreneur, designer, singer, and photographer. They are really a source of inspiration forme as a female moslem<br />There is no one who invited me to join this community. This is all my initiative<br />Hijabers Community rapidly grew because of their novelty. <br />Youth Profile<br />GitaLantika, 23 F, Accountant<br />
  16. 16. Owner of Clothing Line : Zemma<br />I’ve been joining a HC members because of lot of similarity between me and the community. HC try to invite more female Moslem youth to wear hijab. They hold positive event in a fun ways. <br />Owning a clothing line is a trend now because HC always encourage the member “to dress as you like dress as u wanna be and don't afraid to be YOU”. So we try to show our unique and personal style trough our own clothing line.<br />Zemma use Islamic way in brand marketing and promoting . We regard other Moslem clothing line as a partner, not a competitors. <br />In my prediction local clothing line will be pretty much preferred by young female Moslem rather that import brand because local’s more understand consumer demands.<br />Youth Profile<br />FirdaKhalisa, 24, Young Psychologist, Entrepreneur, Model<br />
  17. 17. 17<br />Youthlab is the first factory and repository of Indonesian youth insight, compromised of multi-talented youths of various background, the research and consulting company helps corporations and organizations create precious connection with the fickle yet precious market segment.<br />Through etnographic research, online tracking, creative focus group discussion, and other means, we help you create a dialogue with the youths of Indonesia in the most efficient manner.<br />We Here to Make that happen to you<br />Request free download of this presentation:<br />http://enterthelab.com/index.php?m=insight&s=presentation<br />Find more about Indonesian <br />Youth trends, data, & insights:<br />www.enterthelab.com<br />Contact us for a presentation of this slide<br />Tara.talita@gmail.com<br />faisal_sii@yahoo.com<br />

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