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YUSWOHADYwww.yuswohady.com
@yuswohady
CONSUMER
3000BRAND NEW CONSUMERS THAT REVOLUTIONIZE YOUR STRATEGY
What happen now?
1942
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2007 2008 2009 2010 2011 2012 2013 2014 2015
GDP Per Capita Indonesia($)
What happen when we reach GDP
Per Capita $3000?
Source: International Monetary Fund, 2010
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
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.
Sumber: ADB, BPS, BI, dan LitBang Kompas 2010
Middle Class: Indonesia vs China
Indonesia’s Middle Class (spending > $2/day): 93,7 Mio (2009)
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
Politic is relatively stable: SBY second period No “Pemilu” in the near future 10 years political transition
Basic needs are over!!!
Esteem Needs
Belonging Needs
Basic Needs
Actualization
Needs
love, acceptance, affiliation
Food, shelter, sex, sleep
Self-respect, social status
Maslow’s “Theory of Human Motivation”
Consumer 3000: The 3 Dimensions
More Buying Power; More Consumption
More Knowledgable; More Informationalized
More Technology Savvy; More Connected
The Nexian BOOM: The Rise of Hyper Value-Consumers
Nexian has the third biggest market share in Indonesia with 7%
Source: detik.com
The BOOM is happening because Value-Oriented Customer is growing
The Nexian BOOM: The Rise of Hyper Value-Consumers
People are more “on-the-go”
People are more busy, more interactive, more mobile, and of course more productive.
People are more “on the go”
The need for “one-time consumed” product (packaging) is increasing
Family SIze
Individual SIze
More Disposible Income Means More Money to be Invested
Franchising is the way to invest their Disposible Income
More Civilized, More Educated
Ilegal software and movie DVD will decrease... and movie theatre will surge again
Segmentation “before 3000”
Changes in Market Segmentation
Upper
Middle
Lower
Segmentation “after 3000”
More civilized, Knowledgable, an
d Modern
More Buying Power
Demographic Psychographic
Brandminded
consumer
Valueconsumer
Price-mindedconsumer
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”
Segmentation Beyond 3000 – several examples
“Reasobale” value brands
“Critical” value brands
“Functional” value brands
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 #1
Priority #2 ... etc.
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 ConsumerINNOVATE 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