outlook 2012 consumer 3000
DESCRIPTION
Marketing outlook 2012 relating to the rise of Indonesia's middle-class consumerTRANSCRIPT
YUSWOHADYwww.yuswohady.com
@yuswohady
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
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
Thank YouBlog: www.yuswohady.com
Twitter: @yuswohady