Page 25 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Introduction KEY TAKE AWAYS
25
HELP CONSUMERS MAKE SMART DECISIONS
Indonesian consumers are extremely value-conscious, and while traditional price discounts and sale periods may help attract buyers, what consumers appreciate more are brands that they feel are providing an honest product or service at the right price. Consumers in some of the poorer, more remote areas buy low-cost products out of necessity, but are looking beyond headline prices for the bundle or deal that provides the best value. More aluent consumers are just as keen on buying economy brands when they feel they are not sacriicing quality for a good deal. Marketers need to understand what is perceived as good value in a given category, align with that deinition and deliver it.
MAKE PROMISES, NURTURE TRUST
Trust, reliability, and authenticity are essential credentials for a successful brand to possess in Indonesia. Brands need to ensure that the promise of their brand is aligned with what is actually delivered, as only then will trust be established. Brands such as Garuda Indonesia, Sunsilk and Indomie have done
this over many years; Oreo and Milo have achieved high levels of trust more recently by inding a locally relevant expression of their international DNA, making a promise that speaks directly to Indonesian consumers, and delivering on that promise.
STUDY THE YOUNG, VIEW THE FUTURE
Indonesia has one of the youngest populations in the region, with a median age of 29 – far younger
than China (36) and the U.S. (median age 38). Young people have grown up with democracy, freedom, and access to information in a way that the older generations, who lived under a dictatorship, could only
have dreamed of. They have a taste for the newest products, from food to technology, and are prepared to pay for them. They have, however, inherited something of their parents’ and grandparents’ sense of frugality
– of being prepared for a rainy day. So, while they are less risk-averse than older people, there is little ostentatious spending when it could be construed as wasteful indulgence. Help young Indonesians balance their desire for the new with their fondness for tradition.