The document discusses marketing trends in Indonesia in 2012 and beyond. It notes the rise of the middle class in Indonesia and changing consumer behaviors. Some key points include the emergence of "Consumer 3000" who have higher buying power, are more knowledgeable and connected; the mass luxury explosion as more products become affordable; and food trends focusing on health, convenience and indulgence. It also discusses the competitive landscape and importance of integrated marketing communications, storytelling and buzz marketing.

1. MARKETING
OUTLOOK
2012
THE RISE OF MIDDLE CLASS CONSUMERS
WINNING THE HOTTEST MARKET IN INDONESIA
YUSWOHADY
www.yuswohady.com
@yuswohady

2. REVIEW TACTIC
Change Competitor MARKETING Product Price
STRATETGY
C1 C2 P1 P2
C3 C4
ST P3 P4
Customer Company Place Promo
BP
Strategic Marketing
Intent Program
RESNPOND CHANGE ADAPT
EURO MID-CLASS MARKETING
CRISIS REVOLUTION TRENDS

3. CRISIS

4. Menyelamatkan Eropa...

5. Let us look back...
Awas efek domino!!!

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

7. Korban berjatuhan

8. Bagaimana dampaknya ke Indonesia

9. Subprime meltdown...

10. ...Asian meltdown

11. “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

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
5,1
GREAT 4,2 4,4
4,64,8 4,6
3,7 3,4
2,8
PERFORMANCE
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
Oct
Source; Nielsen

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. Domestic consumption (market size, 2011)
3500
Rp
Triliun
GDP 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. “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 - Kadin
Consumer confidence survey, October 2011

16. Pendapatan perkapita melambung...
$4500
$3000
$2000
Economic
Crisis $1000
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
GDP percapita, 1986-2014

17. Membandingkan dengan Chindia
SAME PATTERN

18. Middle Class: Indonesia vs China
Sumber: ADB, BPS, BI, dan LitBang Kompas 2010
Indonesia’s Middle Class (spending > $2/day): 93,7 Mio (2009)

19. Middle Class: Indonesia vs China
Infrastructure bottleneck: Penyakit jangka panjang

20. PHENOMENA

21. Traffic Problem: When supply can not
meet the demand

22. “Motorcycle Explosion”

23. Everything starting to look affordable

24. Why airport are so crowded ?

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

26. MASS
LUXURY
EXPLOSION

27. MASS LUXURY

28. The 3 Dimensions
CONNECTED
CONSUMER
HIGH 3000 KNOW-
BUYING LEDGABLE
POWER

29. Consumer 3000 is more...
More Buying Power
1 More Consumption
More Knowledgable
2 More Informationalized
More Connected
3 More Technology Savvy

30. A New Wave of Demand!!
+ Sex

31. Yang nggak
penting-penting
jadi penting

32. Makin tua makin langsing...

33. Perut buncit jadi masalah...

34. J.Co bukan tempat makan donat...

35. Ke McCafe untuk ngerumpi...

36. Liburan menjadi kebutuhan pokok...

37. Budaya “Buy Now, Pay Later”

38. Budaya “Buy Now, Pay Later”

40. Sinetron akan menghilang???

41. More Civilized, More Educated
Pocong akan menghilang???

42. NARSIS
BECOMES
IMPORTANT

43. NARSIS

44. MARKETING
CONSUMER
TRENDS
2012
AND BEYOND

45. Boom OKB!!!
The rise of entrepreneur 3000

46. BUYING POWER
HIGH
LOW HIGH
OKB
CROSSROAD
KNOWLEDGABLE
LOW

47. McD kian merakyat!!!

48. Mall is the killer app

49. Modern channel is the real battlefield

50. Hypermarket
masuk
kabupaten

51. Ritel buka 24 jam marak...

52. Indulgence Healthy Convenience
Food mega trends
Source: Nielsen

53. Hypercompetition
will drive
value
innovation

54. K-Pop “Korea Wave” mencapai momentum

55. Dulu demam kawat gigi...

56. Sekarang demam oplas...???

57. Sekarang demam oplas...???

58. Get Kinclong... Get profit!!!

59. Midnite Sale: Customers Become Smarter
The emergence of more value-oriented consumers

60. when
“get connect”
become a
lifestyle

61. when
“get connect”
become a
lifestyle

62. The birth of app-holic generation
The rise of entrepreneur 3000

63. The rise of entrepreneur 3000

64. Communication Campaign 2012
Inte-
Value grate
IMC
Buzzing Story
Connect

65. Sukses Mizone Flashmob menjadi model

66. VIDEO:
FLASHMOB VIDEO

67. Story is the competitive killer!!!

68. Buzz is the real booster!!!

69. Value-focused promotion

70. GREAT MARKETER
Bintang “15 detik” akan terus bermunculan

71. REVIEW TACTIC
Change Competitor MARKETING Product Price
STRATETGY
C1 C2 P1 P2
C3 C4
ST P3 P4
Customer Company Place Promo
BP
Strategic Marketing
Intent Program
RESNPOND CHANGE ADAPT
EURO MID-CLASS MARKETING
CRISIS REVOLUTION TRENDS

72. Thank You
Blog: www.yuswohady.com
Twitter: @yuswohady