Page 16 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 01
INTRODUCTION
But differences such as these have always been synonymous with Indonesia. Diversity runs deep through this nation, which unites 17,000 islands, 700 languages and dialects, and 300 ethnicities.
What’s exciting now is the sense that Indonesia is entering a new, pivotal stage in its development, and that the consumer and brand landscape is, therefore, on the cusp of tremendous change.
Just five years ago, building a brand in Indonesia tended to involve
two steps: first, ensuring national distribution of the product, and second, achieving widespread visibility on television. Those days are gone, and a very different dynamic
is at work.
Consumers are now far more sophisticated and selective; they expect a more complex relationship with the brands they make part
of their lives, and they are being influenced by an ever greater range of media – often using several at the same time.
For the businesses seeking to build brands here, these winds of change signal a great opportunity. Not only
With an increasingly alluring consumer market, however, also comes more intense competition from newcomers. In 2013 alone, there were 173 new food brands
launched in the country, 61 new drinks brands, and 26 new names in personal care.
This all makes
the task
of a brand owner more challenging,
as they seek to be heard above the growing chorus, but it is also more complicated. Brands need to ask
a new set of questions: How well does the brand meet the functional needs of consumers? Are they communicating the brand’s story in a meaningful way? And how does this combination of story and function make people feel?
do people have spend, they are range of products and are increasingly interested
in brands. They’re also increasingly likely to become brand advocates; research shows that consumers are 29 percent more likely to recommend
more money to buying a greater
a brand to family and friends than they were just three years ago.
Kantar Worldpanel data shows
that consumers are shopping less frequently than before, but for a more varied range of goods. In 2013, the average Indonesian family bought from 45 different product categories over the course of the year – up from 43 just a year earlier.
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