outlook 2012 consumer 3000

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OUTLOOK

2012THE RISE OF MIDDLE CLASS CONSUMERS

WINNING THE HOTTEST MARKET IN INDONESIA

MARKETING

P1 P2

P3 P4

MarketingProgram

Product Price

Place Promo

C1 C2

C3 C4

StrategicIntent

Change Competitor

Customer Company

ST

BP

MARKETINGSTRATETGY

TACTICREVIEW

EUROCRISIS

MID-CLASSREVOLUTION

MARKETINGTRENDS

RESNPOND CHANGE ADAPT

CRISIS

Menyelamatkan Eropa...

Let us look back...

Awas efek domino!!!

Let us look back...Bom waktu siap meledak!!!

Korban berjatuhan

Bagaimana dampaknya ke Indonesia

Subprime meltdown...

...Asian meltdown

“Tidak akan ada resesi ganda (double dip recession) di Amerika dan Eropa. Namun perlu langkah komprehensif untuk mencegah kondisi makin memburuk,”

Leif Lybecker Eskesen, Chief Economist, HSBC

GREATPERFORMANCE

11,1

2,8

7,0

3,7 4,25,1 5,87,0 7,0

6,04,6 4,44,63,4

2.8 6,3 6,86,76,25,7

4,85.5

2008

2009

2010

Jan

10 Feb

Mar

April

May

June July

Aug

Sept Oct

Nov De

c

Jan

11 F

ebM

arAp

rM

ay Jun Jul

Aug

Sept Oct

Inflation Rate

Source; Nielsen

BEOPTIMISTIC

GDP Growth, 2012 (%)

HSBC ADB IMF GovtBI

6,76,8

6,36,3-6,7 6,7

World Bank

6,3

Domestic consumption (market size, 2011)

Consumer spending

Govt spending

Investment

Export

Import

GDP

5,0

6,2

10,2

15,1

18,2

6,7

GDP growth, % (2012)

3500Rp

Triliun

Consumer spending

Govt spending

Investment

Net export

56,7

9,1

32,1

2,1

GDP contribution, % (2010)

“83% masyarakat berkeyakinan ekonomi Indonesia akan ‘baik’ selama 12 bulan ke depan.”

“90% masyarakat mengatakan ekonomi Indonesia akan ‘baik’ selama lima tahun ke depan.”

Roy Morgan - KadinConsumer confidence survey, October 2011

Pendapatan perkapita melambung...

86 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 14

$1000

$2000

$3000

$4500

EconomicCrisis

GDP percapita, 1986-2014

Membandingkan dengan Chindia

SAME PATTERN

Sumber: ADB, BPS, BI, dan LitBang Kompas 2010

Middle Class: Indonesia vs China

Indonesia’s Middle Class (spending > $2/day): 93,7 Mio (2009)

Middle Class: Indonesia vs China

Infrastructure bottleneck: Penyakit jangka panjang

PHENOMENA

Traffic Problem: When supply can not meet the demand

“Motorcycle Explosion”

Everything starting to look affordable

Why airport are so crowded ?

Holiday is not only to Bali...“Everybody Can Fly” Democratization of Consumption

MASSLUXURY

EXPLOSION

MASS LUXURY

The 3 Dimensions

HIGHBUYINGPOWER

CONNECTED

KNOW-LEDGABLE

CONSUMER3000

Consumer 3000 is more...

More Buying PowerMore Consumption

More KnowledgableMore Informationalized

More ConnectedMore Technology Savvy

1

2

3

A New Wave of Demand!!

+ Sex

Yang nggak penting-penting jadi penting

Makin tua makin langsing...

Perut buncit jadi masalah...

J.Co bukan tempat makan donat...

Ke McCafe untuk ngerumpi...

Liburan menjadi kebutuhan pokok...

Budaya “Buy Now, Pay Later”

Budaya “Buy Now, Pay Later”

Sinetron akan menghilang???

More Civilized, More Educated

Pocong akan menghilang???

NARSISBECOMES

IMPORTANT

NARSIS

MARKETINGCONSUMERTRENDS

2012AND BEYOND

The rise of entrepreneur 3000

Boom OKB!!!

BUYING POWER

KNOWLEDGABLE

LOW HIGH

HIGH

LOW

OKBCROSSROAD

McD kian merakyat!!!

Mall is the killer app

Modern channel is the real battlefield

Hypermarketmasukkabupaten

Ritel buka 24 jam marak...

Food mega trends

Indulgence Healthy Convenience

Source: Nielsen

Hypercompetition

will drivevalueinnovation

K-Pop “Korea Wave” mencapai momentum

Dulu demam kawat gigi...

Sekarang demam oplas...???

Sekarang demam oplas...???

Get Kinclong... Get profit!!!

Midnite Sale: Customers Become Smarter

The emergence of more value-oriented consumers

when“get connect” become a lifestyle

when“get connect” become a lifestyle

The rise of entrepreneur 3000

The birth of app-holic generation

The rise of entrepreneur 3000

Communication Campaign 2012

Value

IMC

Inte-grate

Buzzing Story

Connect

Sukses Mizone Flashmob menjadi model

VIDEO:FLASHMOB VIDEO

Story is the competitive killer!!!

Buzz is the real booster!!!

Value-focused promotion

GREAT MARKETER

Bintang “15 detik” akan terus bermunculan

P1 P2

P3 P4

MarketingProgram

Product Price

Place Promo

C1 C2

C3 C4

StrategicIntent

Change Competitor

Customer Company

ST

BP

MARKETINGSTRATETGY

TACTICREVIEW

EUROCRISIS

MID-CLASSREVOLUTION

MARKETINGTRENDS

RESNPOND CHANGE ADAPT

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