Marketing 3000

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A sharp outlook of Indonesian economy in 2011 where the country reach, for the first time in its history, the GDP/capita of US$3000 (nominal). US$3000 is a threshold number where a country will experience an "accelerated development" after it reaches the number. What are the implications of this change for consumer behavior and marketing strategy?

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Marketing 3000

  1. 1. YUSWOHADY www.yuswohady.com @yuswohady CONSUMER 3000BRAND NEW CONSUMERS THAT REVOLUTIONIZE YOUR STRATEGY
  2. 2. CONSUMER 3000 THE THREE PARTS I. THE EARTHQUAKE II. THE IMPACT III. THE STRATEGY
  3. 3. Part I The Earthquake
  4. 4. “Masyarakat Adil dan Makmur” is Not A Dream Anymore
  5. 5. Let us look back a little KRISIS 1998
  6. 6. Comparing with Chindia SAME PATTERN
  7. 7. What happen now? 1942 2271 2394 2963 3270 3532 3822 4131 4440 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 2007 2008 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. 8. Reaching the $3,000 per 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. 9. Source: Indonesian economy with 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. 10. The Economist, February 12, 2009 Special Report: The Middle Class in Emerging Countries
  11. 11. Sumber: ADB, BPS, BI, dan LitBang Kompas 2010 Middle Class: Indonesia vs China Indonesia’s Middle Class (spending > $2/day): 93,7 Mio (2009)
  12. 12. CONSUMER EXPLOSION
  13. 13. What will happen next? Some signals...
  14. 14. A New Wave of Demand!!
  15. 15. Traffic Problem: When supply can not meet the demand
  16. 16. Traffic Problem: When supply can not meet the demand
  17. 17. Everything starting to look affordable
  18. 18. Why airport are so crowded ?
  19. 19. Holiday is not only to Bali... “Everybody Can Fly” Democratization of Consumption
  20. 20. People need a place to talk!
  21. 21. People need a place to talk!
  22. 22. Mall is not a fancy place anymore
  23. 23. Holiday is not only to Bali...
  24. 24. The Rise of mass luxury products
  25. 25. This is a good sign...
  26. 26. .....with a great momentum
  27. 27. Economy is looking good 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
  28. 28. Politic is relatively stable:  SBY second period  No “Pemilu” in the near future  10 years political transition
  29. 29. Merapi: “Our social bonding is high”
  30. 30. All of these changes will trigger: “The birth of Consumer 3000”
  31. 31. Part II The Impact
  32. 32. CONSUMER REVOLUTION THE BIRTH OF CONSUMER 3000
  33. 33. How is Consumer 3000?
  34. 34. Basic needs are over!!! 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”
  35. 35. Economics of Hapiness
  36. 36. Sumber: ADB, BPS, BI, dan LitBang Kompas 2010 Economics of Hapiness
  37. 37. Consumer 3000: The 3 Dimensions More Buying Power; More Consumption More Knowledgable; More Informationalized More Technology Savvy; More Connected
  38. 38. Consumer 3000: The 3 Dimensions HIGH BUYING POWER CONNECTED KNOW- LEDGABLE CONSUMER 3000
  39. 39. Road to Consumer 3000: We have seen the trend already
  40. 40. The Nexian BOOM: The Rise of Hyper Value-Consumers Nexian has the third biggest market share in Indonesia with 7% Source: detik.com
  41. 41. The BOOM is happening because Value-Oriented Customer is growing The Nexian BOOM: The Rise of Hyper Value-Consumers
  42. 42. Flying solo in the upper segment
  43. 43. Fast Food Trend: Goes Outside The Mall Not just a place to eat, but a place to talk and play
  44. 44. 24 Hour Retail Evolution A whole new concept of 24 hour retail: “Gathering spot”
  45. 45. Midnite Sale: Customers Become Smarter
  46. 46. Modern Channel Is Going to Grow Modern channel in becoming more favorable
  47. 47. Source: Nielsen Modern Channel Is Going to Grow
  48. 48. Source: Nielsen Modern Channel Is Going to Grow
  49. 49. E-commerce Will Thrive: Bhinneka.com Transaction through e-commerce is increasing
  50. 50. People are more “on-the-go” People are more busy, more interactive, more mobile, and of course more productive.
  51. 51. People are more “on the go” The need for “one-time consumed” product (packaging) is increasing Family SIze Individual SIze
  52. 52. Private Labels Will Be Soaring People are more value concious
  53. 53. More Disposible Income Means More Money to be Invested Franchising is the way to invest their Disposible Income
  54. 54. More Civilized, More Educated Ilegal software and movie DVD will decrease... and movie theatre will surge again
  55. 55. More Civilized, More Educated Sex and horor movie like these will be facing off
  56. 56. Part III The Strategy
  57. 57. What kind of changes happened in the market segmentation?
  58. 58. Segmentation “before 3000” Changes in Market Segmentation Upper Middle Lower Segmentation “after 3000” More civilized, Knowledgable, and Modern More Buying Power Demographic Psychographic Brand minded consumer Value consumer Price-minded consumer
  59. 59. Segmentation Beyond 3000 Brand-minded Consumer Price-minded consumer Value consumer “Hottest segments” “Reasonable” – Value Consumer “Critical” – Value Consumer “Functional” - Value Consumer “J-Co Lover” “Nexian Hunter”
  60. 60. Segmentation Beyond 3000 – several examples “Reasobale” value brands “Critical” value brands “Functional” value brands
  61. 61. 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.
  62. 62. Know Your Strategy Generic Strategy 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
  63. 63. “Reasonable” Value Consumer • Global Image, Local Price
  64. 64. “Reasonable” Value Consumer • Unique Differentiation with Reasonable Price
  65. 65. “Critical” Value Consumer • Be Creative, Deliver More
  66. 66. “Critical” – Value Consumer • “Higher benefit, lower cost” Mindset
  67. 67. “Functional” Value Consumer • Be a Smart Imitator; Be a Smart Follower
  68. 68. “Functional” Value Consumer • More Function, Less Brand
  69. 69. Thank You Blog: www.yuswohady.com Twitter: @yuswohady

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