Page 117 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

The Indonesia Top 50 OUR INSIGHTS
The current tightening of household budgets has not afected all categories and brands equally. Income disparity across the country, intensiied by the economic slowdown, is largely responsible for
declining sales. While the country will overcome the current conditions thanks to strong macro-
economic fundamentals, in the short to medium term, brands need to engineer growth rather than wait for it to return.
Catalyzing this growth requires critical examination of what
the brand stands for and who it is targeting. Is it a premium brand aimed at the aluent, or perhaps a value brand for the aspiring middle classes, or a low-priced brand for the less well of? Then, brands must customize their strategies for consumers at diferent points on the wealth continuum. Understand what connotes status to each of these audiences, to tap premiumization opportunities. Look at what signals value, to help consumers make smart choices, and think about how a brand reassures cautious buyers in tough times.
Kennedy Joseph
Technical Advisor
TNS Kennedy.Joseph@tnsglobal.com
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In a market developing as rapidly as Indonesia’s, there is an urgency among brands to ensure that they too move with the times, but it is worth reminding brands of a word that is at risk of
falling into disservice: consistency. But, you might think, consistency is boring. Consistency is just a lack of ideas. Consistency is standing still. Wrong, wrong, wrong. Consistency takes a very deliberate efort, and has signiicant value when the world around is in constant lux.
The youth of this
market means that
many of the people
considering your
category simply weren’t there
a year or two ago; for the most part, they don’t know who you
are or what you do. There are ive million people entering the urban consuming class annually – the equivalent of the entire population of Singapore hitting the shops every year for the irst time. Consistency of messaging, look, and tone, helps people identify your brand, recognise it when they see it again, and stick with it.
ENGINEERING GROWTH AT A TIME OF CONSUMER AUSTERITY
Packaged goods as diverse as liquid soap and baby diapers
trip. Often, though, when consumers buy more of a product, they tend to use more, and this is delivering volume growth for many categories and brands.
There is something of a psychological barrier to buying what consumers perceive as
a very big pack of something; providing a range of pack sizes that cater for diferent levels
of afordability is important for brands, to help consumers feel comfortable buying progressively larger packs. Ultimately, though, brands should think big!
WHY CONSISTENCY SHOULD NEVER GO OUT OF FASHION
Anita Devraj Mookerjee
CEO MediaCom Anita.Mookerjee@mediacom.com
HOW LARGER PACKS DELIVER THE VALUE SHOPPERS WANT
are enjoying volume and value growth
by up-sizing their packaging. As a result, 55 percent of fast- moving consumer goods categories are being bought in higher
Soon Lee Lim
General Manager Kantar Worldpanel Soonlee.Lim@kantarworldpanel.com
volumes per shopping trip, Kantar Worldpanel data comparing 2013 and 2014 shows.
Consumers are either choosing a larger pack because it delivers better value for money, or buying more units per shopping