YUSWOHADY www.yuswohady.com @yuswohady CONSUMER 3000 BRAND NEW CONSUMERS THAT REVOLUTIONIZE YOUR STRATEGY
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YUSWOHADYwww.yuswohady.com
@yuswohady
CONSUMER
3000BRAND NEW CONSUMERS THAT REVOLUTIONIZE YOUR STRATEGY
CONSUMER 3000
THE THREE PARTS
I. THE EARTHQUAKE
II. THE IMPACT
III. THE STRATEGY
Part I
The Earthquake
“Masyarakat Adil dan Makmur” is Not A Dream Anymore
Let us look back a little
KRISIS 1998
Comparing with Chindia
SAME PATTERN
What happen now?
1942
22712394
29633270
35323822
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
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.
The Economist, February 12, 2009
Special Report: The Middle Class in Emerging Countries
Sumber: ADB, BPS, BI, dan LitBang Kompas 2010
Middle Class: Indonesia vs China
Indonesia’s Middle Class (spending > $2/day): 93,7 Mio (2009)
CONSUMER EXPLOSION
What will happen next?
Some signals...
A New Wave of Demand!!
Traffic Problem: When supply can not meet the demand
Traffic Problem: When supply can not meet the demand
Everything starting to look affordable
Holiday is not only to Bali...“Everybody Can Fly” Democratization of Consumption
People need a place to talk!
People need a place to talk!
Mall is not a fancy place anymore
Holiday is not only to Bali...
The Rise of mass luxury products
This is a good sign...
.....with a great momentum
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
Merapi: “Our social bonding is high”
All of these changes will trigger:“The birth of Consumer 3000”
Part II
The Impact
CONSUMER REVOLUTION
THE BIRTH OF
CONSUMER 3000
How is Consumer 3000?
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”
Economics of Hapiness
Sumber: ADB, BPS, BI, dan LitBang Kompas 2010
Economics of Hapiness
Consumer 3000: The 3 Dimensions
More Buying Power; More Consumption
More Knowledgable; More Informationalized
More Technology Savvy; More Connected
Consumer 3000: The 3 Dimensions
HIGHBUYINGPOWER
CONNECTED
KNOW-LEDGABLE
CONSUMER3000
Road to Consumer 3000:We have seen the trend already
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
Flying solo in the upper segment
Fast Food Trend: Goes Outside The Mall
Not just a place to eat, but a place to talk and play
24 Hour Retail Evolution
A whole new concept of 24 hour retail: “Gathering spot”
Midnite Sale: Customers Become Smarter
Modern Channel Is Going to Grow
Modern channel in becoming more favorable
Source: Nielsen
Modern Channel Is Going to Grow
Source: Nielsen
Modern Channel Is Going to Grow
E-commerce Will Thrive: Bhinneka.com
Transaction through e-commerce is increasing
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
Private Labels Will Be Soaring
People are more value concious
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
More Civilized, More Educated
Sex and horor movie like these will be facing off
Part III
The Strategy
What kind of changes happened in the market
segmentation?
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
“Reasonable” Value Consumer• Global Image, Local Price
“Reasonable” Value Consumer• Unique Differentiation with Reasonable Price
“Critical” Value Consumer• Be Creative, Deliver More
“Critical” – Value Consumer• “Higher benefit, lower cost” Mindset
“Functional” Value Consumer• Be a Smart Imitator; Be a Smart Follower
“Functional” Value Consumer• More Function, Less Brand
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