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- 1. YUSWOHADY www.yuswohady.com @yuswohady CONSUMER 3000BRAND NEW CONSUMERS THAT REVOLUTIONIZE YOUR STRATEGY
- 2. CONSUMER 3000 THE THREE PARTS I. THE EARTHQUAKE II. THE IMPACT III. THE STRATEGY
- 4. “Masyarakat Adil dan Makmur” is Not A Dream Anymore
- 5. Let us look back a little KRISIS 1998
- 6. Comparing with Chindia SAME PATTERN
- 7. What happen now? 1942 2271 2394 2963 3270 3532 3822 4131 4440 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 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
- 8. 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
- 9. 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.
- 10. The Economist, February 12, 2009 Special Report: The Middle Class in Emerging Countries
- 12. Sumber: ADB, BPS, BI, dan LitBang Kompas 2010 Middle Class: Indonesia vs China Indonesia’s Middle Class (spending > $2/day): 93,7 Mio (2009)
- 14. What will happen next? Some signals...
- 15. A New Wave of Demand!!
- 16. Traffic Problem: When supply can not meet the demand
- 17. Traffic Problem: When supply can not meet the demand
- 18. Everything starting to look affordable
- 19. Why airport are so crowded ?
- 20. Holiday is not only to Bali... “Everybody Can Fly” Democratization of Consumption
- 21. People need a place to talk!
- 22. People need a place to talk!
- 23. Mall is not a fancy place anymore
- 24. Holiday is not only to Bali...
- 25. The Rise of mass luxury products
- 26. This is a good sign...
- 27. .....with a great momentum
- 28. 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
- 29. Politic is relatively stable: SBY second period No “Pemilu” in the near future 10 years political transition
- 30. Merapi: “Our social bonding is high”
- 31. All of these changes will trigger: “The birth of Consumer 3000”
- 34. How is Consumer 3000?
- 35. 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”
- 37. Sumber: ADB, BPS, BI, dan LitBang Kompas 2010 Economics of Hapiness
- 38. Consumer 3000: The 3 Dimensions More Buying Power; More Consumption More Knowledgable; More Informationalized More Technology Savvy; More Connected
- 39. Consumer 3000: The 3 Dimensions HIGH BUYING POWER CONNECTED KNOW- LEDGABLE CONSUMER 3000
- 40. Road to Consumer 3000: We have seen the trend already
- 41. The Nexian BOOM: The Rise of Hyper Value-Consumers Nexian has the third biggest market share in Indonesia with 7% Source: detik.com
- 42. The BOOM is happening because Value-Oriented Customer is growing The Nexian BOOM: The Rise of Hyper Value-Consumers
- 43. Flying solo in the upper segment
- 44. Fast Food Trend: Goes Outside The Mall Not just a place to eat, but a place to talk and play
- 45. 24 Hour Retail Evolution A whole new concept of 24 hour retail: “Gathering spot”
- 46. Midnite Sale: Customers Become Smarter
- 47. Modern Channel Is Going to Grow Modern channel in becoming more favorable
- 48. Source: Nielsen Modern Channel Is Going to Grow
- 49. Source: Nielsen Modern Channel Is Going to Grow
- 50. E-commerce Will Thrive: Bhinneka.com Transaction through e-commerce is increasing
- 51. People are more “on-the-go” People are more busy, more interactive, more mobile, and of course more productive.
- 52. People are more “on the go” The need for “one-time consumed” product (packaging) is increasing Family SIze Individual SIze
- 53. Private Labels Will Be Soaring People are more value concious
- 54. More Disposible Income Means More Money to be Invested Franchising is the way to invest their Disposible Income
- 55. More Civilized, More Educated Ilegal software and movie DVD will decrease... and movie theatre will surge again
- 56. More Civilized, More Educated Sex and horor movie like these will be facing off
- 58. What kind of changes happened in the market segmentation?
- 59. Segmentation “before 3000” Changes in Market Segmentation Upper Middle Lower Segmentation “after 3000” More civilized, Knowledgable, an d Modern More Buying Power Demographic Psychographic Brand minded consumer Value consumer Price-minded consumer
- 60. 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”
- 61. Segmentation Beyond 3000 – several examples “Reasobale” value brands “Critical” value brands “Functional” value brands
- 62. 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.
- 63. 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
- 64. “Reasonable” Value Consumer • Global Image, Local Price
- 65. “Reasonable” Value Consumer • Unique Differentiation with Reasonable Price
- 66. “Critical” Value Consumer • Be Creative, Deliver More
- 67. “Critical” – Value Consumer • “Higher benefit, lower cost” Mindset
- 68. “Functional” Value Consumer • Be a Smart Imitator; Be a Smart Follower
- 69. “Functional” Value Consumer • More Function, Less Brand
- 70. Thank You Blog: www.yuswohady.com Twitter: @yuswohady