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Outlook 2012 consumer 3000

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Marketing outlook 2012 relating to the rise of Indonesia's middle-class consumer

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Outlook 2012 consumer 3000

  1. 1. MARKETING OUTLOOK 2012THE RISE OF MIDDLE CLASS CONSUMERS WINNING THE HOTTEST MARKET IN INDONESIA YUSWOHADY www.yuswohady.com @yuswohady
  2. 2. REVIEW TACTICChange Competitor MARKETING Product Price STRATETGY C1 C2 P1 P2 C3 C4 ST P3 P4Customer Company Place Promo BP Strategic Marketing Intent Program RESNPOND CHANGE ADAPT EURO MID-CLASS MARKETING CRISIS REVOLUTION TRENDS
  3. 3. CRISIS
  4. 4. Menyelamatkan Eropa...
  5. 5. Let us look back... Awas efek domino!!!
  6. 6. Let us look back...meledak!!! Bom waktu siap
  7. 7. Korban berjatuhan
  8. 8. Bagaimana dampaknya ke Indonesia
  9. 9. Subprime meltdown...
  10. 10. ...Asian meltdown
  11. 11. “Tidak akan ada resesi ganda (doubledip recession) di Amerika dan Eropa.Namun perlu langkah komprehensifuntuk mencegah kondisi makinmemburuk,”Leif Lybecker Eskesen,Chief Economist, HSBC
  12. 12. BE OPTIMISTIC Inflation Rate 11,1 7,0 6,37,0 7,0 6,8 6,7 2.8 5,8 5,7 6,2 6,0 5.5 5,1GREAT 4,2 4,4 4,64,8 4,6 3,7 3,4 2,8PERFORMANCE 2008 2009 2010 Jan 10 Jan 11 June Jul April Dec Mar Mar Apr Feb May Feb May Jun Aug July Aug Nov Sept Oct Sept OctSource; Nielsen
  13. 13. GDP Growth, 2012 (%) 6,8 6,7 6,3-6,7 6,7 6,3 6,3 HSBC ADB IMF World Bank BI Govt
  14. 14. Domestic consumption (market size, 2011) 3500Rp TriliunGDP contribution, % (2010) GDP growth, % (2012) Consumer spending 56,7 Consumer spending 5,0 Govt spending 9,1 Govt spending 6,2 Investment 32,1 Investment 10,2 Net export 2,1 Export 15,1 Import 18,2 GDP 6,7
  15. 15. “83% masyarakat berkeyakinan ekonomiIndonesia akan ‘baik’ selama 12 bulanke depan.”“90% masyarakat mengatakan ekonomiIndonesia akan ‘baik’ selama lima tahunke depan.”Roy Morgan - KadinConsumer confidence survey, October 2011
  16. 16. Pendapatan perkapita melambung... $4500 $3000 $2000 Economic Crisis $100086 87 88 89 90 91 92 93 94 95 96 97 98 99 01 02 03 04 05 06 07 08 09 10 11 12 13 14GDP percapita, 1986-2014
  17. 17. Membandingkan dengan Chindia SAME PATTERN
  18. 18. Middle Class: Indonesia vs ChinaSumber: ADB, BPS, BI, dan LitBang Kompas 2010 Indonesia’s Middle Class (spending > $2/day): 93,7 Mio (2009)
  19. 19. Middle Class: Indonesia vs ChinaInfrastructure bottleneck: Penyakit jangka panjang
  20. 20. PHENOMENA
  21. 21. Traffic Problem: When supply can not meet the demand
  22. 22. “Motorcycle Explosion”
  23. 23. Everything starting to look affordable
  24. 24. Why airport are so crowded ?
  25. 25. Holiday is not only to Bali... “Everybody Can Fly” Democratization of Consumption
  26. 26. MASS LUXURYEXPLOSION
  27. 27. MASS LUXURY
  28. 28. The 3 Dimensions CONNECTED CONSUMERHIGH 3000 KNOW-BUYING LEDGABLEPOWER
  29. 29. Consumer 3000 is more... More Buying Power 1 More Consumption More Knowledgable 2 More Informationalized More Connected 3 More Technology Savvy
  30. 30. A New Wave of Demand!! + Sex
  31. 31. Yang nggakpenting-pentingjadi penting
  32. 32. Makin tua makin langsing...
  33. 33. Perut buncit jadi masalah...
  34. 34. J.Co bukan tempat makan donat...
  35. 35. Ke McCafe untuk ngerumpi...
  36. 36. Liburan menjadi kebutuhan pokok...
  37. 37. Budaya “Buy Now, Pay Later”
  38. 38. Budaya “Buy Now, Pay Later”
  39. 39. Sinetron akan menghilang???
  40. 40. More Civilized, More Educated Pocong akan menghilang???
  41. 41. NARSIS BECOMESIMPORTANT
  42. 42. NARSIS
  43. 43. MARKETINGCONSUMERTRENDS2012AND BEYOND
  44. 44. Boom OKB!!!The rise of entrepreneur 3000
  45. 45. BUYING POWER HIGHLOW HIGH OKB CROSSROAD KNOWLEDGABLE LOW
  46. 46. McD kian merakyat!!!
  47. 47. Mall is the killer app
  48. 48. Modern channel is the real battlefield
  49. 49. Hypermarketmasukkabupaten
  50. 50. Ritel buka 24 jam marak...
  51. 51. Indulgence Healthy Convenience Food mega trendsSource: Nielsen
  52. 52. Hypercompetitionwill drivevalueinnovation
  53. 53. K-Pop “Korea Wave” mencapai momentum
  54. 54. Dulu demam kawat gigi...
  55. 55. Sekarang demam oplas...???
  56. 56. Sekarang demam oplas...???
  57. 57. Get Kinclong... Get profit!!!
  58. 58. Midnite Sale: Customers Become SmarterThe emergence of more value-oriented consumers
  59. 59. when“get connect”become alifestyle
  60. 60. when“get connect”become alifestyle
  61. 61. The birth of app-holic generationThe rise of entrepreneur 3000
  62. 62. The rise of entrepreneur 3000
  63. 63. Communication Campaign 2012 Inte- Value grate IMC Buzzing Story Connect
  64. 64. Sukses Mizone Flashmob menjadi model
  65. 65. VIDEO:FLASHMOB VIDEO
  66. 66. Story is the competitive killer!!!
  67. 67. Buzz is the real booster!!!
  68. 68. Value-focused promotion
  69. 69. GREAT MARKETERBintang “15 detik” akan terus bermunculan
  70. 70. REVIEW TACTICChange Competitor MARKETING Product Price STRATETGY C1 C2 P1 P2 C3 C4 ST P3 P4Customer Company Place Promo BP Strategic Marketing Intent Program RESNPOND CHANGE ADAPT EURO MID-CLASS MARKETING CRISIS REVOLUTION TRENDS
  71. 71. Thank YouBlog: www.yuswohady.com Twitter: @yuswohady

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