Presented By:

Andi Sukma
 Technology
Top 6th of Smartphone Users

China
422,000,000
AS
188,000,000
India
92,000,000
Brazil
72,000,000
Jepang
57,000,000
Indonesia
47,000,000
0 100,000,000 200,000,000 300,000,000 400,000,000 500,000,000

Smartphone User

Indonesia is in the sixth position as the country's largest smartphone users as

much as 47 million active users, or 14% of total mobile users
Source: GFK Report
 Technology
Internet Users in Indonesia

260 263 267

252 256
236 239 242
233

142
122
105
91
75 78 78
63 67
52 58
43 43 50
8 14 24 32

2010 2011 2012 2013 2014 2015P 2016P 2017P 2018P

Indonesia Citizen Internet Users (mio) Netizen (mio)

Source: MarkPlus Insight - Indonesia Netizen Survey 2014, Paper and Pen Interview in 18 cities, 3642respondents
Technology
The Power of Social Media

Social media will heavily influence product decisions

 Technology
Top 5 Internet Brands in Indonesia
Facebook 49.5
40.1

Yahoo! 25.2
16.9

Detik.com 19.1
12.9

YouTube 13.4
8.3

Twitter 7.9
2.5 Opened

5.8 Mostly Opened

Google
2.9

BBM 5.1
3.5

Kompas.com 4.0
2.0

OLX.co.id (was 3.1

tokobagus.com) 1.8

Kaskus 3.0
1.2

Source: MarkPlus Insight – Indonesia Netizen Survey 2014, Paper and Pen Interview in 18 cities, 3642 respondents
 Technology
Facebook Users by Country

Source: www.statista.com
Social – Culture
Youth, Women, Netizen
Social – Culture
Youth, Women, Netizen

34.5% of Indonesia citizens

are youth A generation of TRENDSETTER to whom
other generations are looking at
49.7% of Indonesia citizens
are female

33% of Indonesia citizens

are connected to the
internet
Social – Culture
YWN Anxieties & Desires

Youth Women Netizen

Values: Values: Values:

Naïve and Idealist Multiple-roles Open-minded

Desires: Desires: Desires:

To be Established and To be Fruitful and To be Productive and
Powerful Loveable Limitless

Anxieties: Anxieties: Anxieties:

Being Unsuccessful Being ‘Alone’ To be Left Behind

1. To be Faster, Better and Easier

2. To be more Androgynous
3. To work Smarter than Harder
 Social – Culture
Spending Allocation

Online Shopping Experience (%) Online Shopping Experience – by Product (%)

Base: All Respondents (n=3642) Base: All Respondents (n=752)

Cloth 57.2

Shoes 31.9
20% Bag, Wallet 28.6
Yes
Watch 10.8

Handphone/ Tablet 9.9

Cinema Ticket 7.4

80% Medicine 6.1
No
Airplane ticket 5.9

Cosmetic 5.2

Book 3.9

Source: MarkPlus Insight – Indonesia Netizen Survey 2014, Paper and Pen Interview in 18 cities, 3642 respondents
Social – Culture
Impulsive or Planned Buying is Influenced by Both Brand and Category

Customers know
what they want to
Customers usually

Impulse
buy in terms of
pass along the aisle
Packaged category, they pass
and decide what to Miscellaneous
along the aisle and
buy spontaneously
decide the brand
spontaneously

Brand
Customers know
Planned
what they need in If customers need
Daily Needs terms of category this product, they Conditional
and they already have already known
have preferred what brand to buy
brands

Planned Category Impulse

 Social – Culture
Offline

“Nowadays, more and more decisions are made at the shop. In Europe,
75% of decision-making is done when the customer entered the store.
In the US, the figure has reached 70%.”
Source: Retail Expert POPAI, 2004

“That is why some experts are even

optimistic that retail will be the core of
business strategy in the future.”
Source: Thomassen and Lincoln, Retailization: Brand Survival on the Age of
Retailer Power, 2006
 Social – Culture
Common Community Activity in Indonesia

Source: MarkPlus Insight - Indonesia Women Survey 2014, Paper and Pen Interview in 18 cities, 9823 respondents
Politic – Legal
The New Government Policy
Politic – Legal
Halal Product Assurance

As a country with a very large Muslim population, Indonesia needs a legal

framework governing halal product assurance
HOW ABOUT THE MARKET?
 Market
FMCG Industry Leads The Market
% change, year-on-year, 2011-2014
2011 2012 2013 Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14

Food, beverages and tobacco 9.2 7.7 3.3 6.7 3.5 3.5 2.8 4.7 9.5 9.7

Textiles, leather and footwear 7.5 4.2 6.1 5.8 5.2 6.6 6.5 5.3 3.7 3.2

Wood and forestry products 0.4 -2.8 6.2 1.5 4.6 12.8 6.0 4.8 5.2 7.5

Paper and printing 1.5 -5.3 4.4 -6.5 0.5 6.1 7.3 -0.3 0.3 5.7

Fertilizers, chem.&ruber products 4.0 10.2 2.2 15.2 11.0 5.3 -3.6 -4.2 -0.0 3.9

Cement and non-metal quarrying 7.2 7.8 3.0 5.3 4.0 1.4 2.8 4.2 3.9 2.8

Basic metals and steel 13.1 6.4 6.9 8.6 11.2 14.8 3.3 3.6 0.3 2.5

Vehicles, machinery&equipments 7.0 6.9 10.5 6.9 9.6 9.2 11.7 10.9 6.0 3.1

NON-OIL&GAS MFG INDUS. 6.8 6.4 6.1 7.0 6.8 6.5 5.6 5.4 5.6 5.4

TOTAL MFG INDUSTRIES 6.2 5.7 5.6 6.2 5.9 5.9 5.0 5.3 5.1 5.0

GDP 6.5 6.2 5.8 6.2 6.0 5.8 5.6 5.7 5.2 5.1

Source: BPS
 Market
The Top List Expenses by YWN

1st Rank 1st Rank 1st Rank

Food & Beverage and Fashion is on the top list of expenses by

Youth, Women & Netizen

Source: MarkPlus Insight, Report 2014

 Market
Four Faces of Middle and Upper Class in Indonesia

Like to show off

and buy Seek social
products to acceptance and
promote their advancement to a
image higher social class

Willing to go
the extra miles Already start thinking
to achieve a about the future
better life

Source: MarkPlus Insight, Report

 Economy
Middle Class of Indonesia
NOW LATER
2010 2030
75 +
75 +
70 - 74 70 - 74

65 - 69 65 - 69
60 - 64 60 - 64
55 - 59 55 - 59
50 - 54 50 - 54
45 - 49 45 - 49
40 - 44 40 - 44
35 - 39 35 - 39
30 - 34 30 - 34
25 - 29 25 - 29
20 - 24 20 - 24
15 - 19
15 - 19
10 - 14
10 - 14
05 - 09
05 - 09
00 - 04
00 - 04

Female Male Female Male

Total: 237 mio Total: 296 mio

Source: MarkPlus Insight: Indonesia Consumer Survey 2014, 18 provinces, 21,283 respondents
Economy
Indonesia Consumer Purchasing Power
P&G
P&G Everyday Can Benefit You

P&G Everyday offers

you daily inspirations,
news and tips on health
and beauty, home &
garden, family & food
shared by our friends.
Wardah
Inspiring Beauty
Unilever
Project Sunlight

Project Sunlight, which kicks off

on Universal Children’s Day (20
November 2013), is all about
making sustainable living
desirable and achievable by
inspiring people, and in
particular parents, to help build
a world where everyone lives
well and within the natural
limits of the planet.

“We are aiming to motivate millions of people to help create a

brighter future for children everywhere through a new global
initiative called Unilever Project Sunlight.”
Coca Cola
The Happiest Thank You
&
 Customer Path
From Individual To Social

Aware Appeal Ask

Attitude Act Advocate
Act Again
Customer Path in Consumer Goods
Door Knob
A1 A2 A3 A4 A5

AWARE APPEAL ASK ACT ADVOCATE

ASK < ACT ACT > ADVOCATE

In consumer goods, customers often In consumer goods, customers seldom
purchase without asking for advocates a brand due to:
information due to: • Having low brand attachment
• Having prior expectation and
preference
• Having low purchase risk