Page 106 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 03
BRANDZTM TOP 50 MOST VALUABLE INDONESIAN BRANDS 2015
TffThe ubiquity of mobile phones in Indonesia means that for consumers – and for the brands targeting them – mobile is no longer an opportunity, but a necessity. Given that roughly 90 percent of people
who go online in this market
do so via a mobile device, it is important that brands tailor their digital communications to the mobile experience. Mobile is the main channel through which consumers access social media and video.
Customer service,
fun, brand affinity and
exclusive products
are the key drivers for consumers to engage with brands on mobile, especially
via social networks. This makes content marketing a major opportunity. E-commerce is a growing opportunity as well,
but propositions that work on less-advanced smartphones and feature phones may be needed to unlock the full potential of the Indonesian mobile consumer.
CALL TO ACTION – USING MOBILE AS THE FIRST SCREEN
Hansal Savla
Technical Advisor TNS Hansal.Savla@tnsglobal.com
There are many resources that Indonesian
consumers have more of thanks to recent years of
economic growth, but time is not one of them. City living and its pressures are affecting increasing numbers of people; 65 percent of Indonesians are forecast by the World Bank to be living in urban centers by 2030, and for many of these people, time to shop and time to cook are in short supply. As such, products and services that make life a little easier for consumers are on the rise.
Frozen food, canned food, coconut milk, and ready-to-drink tea are some of the categories that enjoyed higher volume
sales in 2014 compared to a
year earlier, even as prices were going up. What these categories have in common is they offer convenience – they make life just that little bit easier.
The allure of
convenience applies
not just to products but
also to the way people
shop. While traditional
general stores are still
the way many people
shop, the modern trade
is enjoying a boom,
particularly mini-markets, which provide a good range of produce in a small format that’s quick for shoppers to pop in and out of. Kantar Worldpanel data shows the average number of shopping trips made in Indonesia 2014 was 379 – more than one trip per day. The competition among retailers to capture consumers on these shopping occasions explains the growing number of mini-markets across residential areas, with each brand seeking closeness to the consumer, on both a physical and an emotional level.
Convenience pays dividends, for consumers and for the brands that can provide it.
CONVENIENCE – THE HELPING HAND CONSUMERS ARE SEEKING
ffffFanny Murhayati
New Business Development Director Kantar Worldpanel Fanny.Murhayati@kantarworldpanel.com
106 BrandZTM Top 50 Most Valuable Indonesian Brands 2015