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YUSWOHADY www.yuswohady.com @yuswohady CONSUMER 3000 RAND NEW CONSUMERS THAT REVOLUTIONIZE YOUR STRATEGY

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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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Page 1: Marketing 3000

YUSWOHADYwww.yuswohady.com

@yuswohady

CONSUMER3000

BRAND NEW CONSUMERS THAT REVOLUTIONIZE YOUR STRATEGY

Page 2: Marketing 3000

CONSUMER 3000

THE THREE PARTS

I. THE EARTHQUAKE

II. THE IMPACT

III. THE STRATEGY

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Part I

The Earthquake

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“Masyarakat Adil dan Makmur” is Not A Dream Anymore

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Let us look back a little

KRISIS 1998

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Comparing with Chindia

SAME PATTERN

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What happen now?

2007 2008 2009 2010 2011 2012 2013 2014 20150

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

19422271 2394

29633270 3532

38224131

4440

GDP Per Capita Indonesia ($)

What happen when we reach GDP Per Capita

$3000?

Source: International Monetary Fund, 2010

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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

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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.

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The Economist, February 12, 2009Special Report: The Middle Class in Emerging Countries

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

Middle Class: Indonesia vs China

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

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CONSUMER EXPLOSION

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What will happen next?

Some signals...

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A New Wave of Demand!!

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Traffic Problem: When supply can not meet the demand

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Traffic Problem: When supply can not meet the demand

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Everything starting to look affordable

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Why airport are so crowded ?

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

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People need a place to talk!

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People need a place to talk!

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Mall is not a fancy place anymore

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Holiday is not only to Bali...

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The Rise of mass luxury products

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This is a good sign...

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.....with a great momentum

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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

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Politic is relatively stable: SBY second period No “Pemilu” in the near future 10 years political transition

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Merapi: “Our social bonding is high”

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All of these changes will trigger: “The birth of Consumer 3000”

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Part II

The Impact

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CONSUMER REVOLUTION

THE BIRTH OFCONSUMER 3000

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How is Consumer 3000?

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Basic needs are over!!!

Esteem Needs

Belonging Needs

Basic Needs

ActualizationNeeds

love, acceptance, affiliation

Food, shelter, sex, sleep

Self-respect, social status

Maslow’s “Theory of Human Motivation”

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Economics of Hapiness

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

Economics of Hapiness

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Consumer 3000: The 3 Dimensions

More Buying Power; More Consumption

More Knowledgable; More Informationalized

More Technology Savvy; More Connected

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Consumer 3000: The 3 Dimensions

HIGHBUYINGPOWER

CONNECTED

KNOW-LEDGABLE

CONSUMER3000

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Road to Consumer 3000:We have seen the trend already

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The Nexian BOOM: The Rise of Hyper Value-Consumers

Nexian has the third biggest market share in Indonesia with 7%

Source: detik.com

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The BOOM is happening because Value-Oriented Customer is growing

The Nexian BOOM: The Rise of Hyper Value-Consumers

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Flying solo in the upper segment

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Fast Food Trend: Goes Outside The Mall

Not just a place to eat, but a place to talk and play

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24 Hour Retail Evolution

A whole new concept of 24 hour retail: “Gathering spot”

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Midnite Sale: Customers Become Smarter

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Modern Channel Is Going to Grow

Modern channel in becoming more favorable

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Source: Nielsen

Modern Channel Is Going to Grow

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Source: Nielsen

Modern Channel Is Going to Grow

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E-commerce Will Thrive: Bhinneka.com

Transaction through e-commerce is increasing

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People are more “on-the-go”

People are more busy, more interactive, more mobile, and of course more productive.

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People are more “on the go”The need for “one-time consumed” product (packaging) is increasing

Family SIze

Individual SIze

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Private Labels Will Be Soaring

People are more value concious

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More Disposible Income Means More Money to be Invested

Franchising is the way to invest their Disposible Income

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More Civilized, More Educated

Ilegal software and movie DVD will decrease... and movie theatre will surge again

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More Civilized, More Educated

Sex and horor movie like these will be facing off

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Part III

The Strategy

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What kind of changes happened in the market

segmentation?

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Segmentation “before 3000”

Changes in Market Segmentation

Upper

Middle

Lower

Segmentation “after 3000”

More civilized, Knowledgable, and

Modern

More Buying Power

Demographic Psychographic

Brandminded

consumer

Valueconsumer

Price-mindedconsumer

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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”

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Segmentation Beyond 3000 – several examples“Reasobale” value brands

“Critical” value brands

“Functional” value brands

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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 #1Priority #2 ... etc.

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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

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“Reasonable” Value Consumer• Global Image, Local Price

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“Reasonable” Value Consumer• Unique Differentiation with Reasonable Price

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“Critical” Value Consumer• Be Creative, Deliver More

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“Critical” – Value Consumer• “Higher benefit, lower cost” Mindset

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“Functional” Value Consumer• Be a Smart Imitator; Be a Smart Follower

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“Functional” Value Consumer•More Function, Less Brand

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Twitter: @yuswohady