Page 30 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 01
INTRODUCTION
KEY TAKE AWAYS
LOOK BEYOND THE FAMILY DINING TABLE
The propensity for Indonesian people to identify with groups has grown beyond the family group, and marketers should consider the new ways in which individuals think about togetherness with other groups of people. Friends, work colleagues and wider communities have become
a second family for many, especially young people who have moved away from their family home to study or to work. For them, togetherness can mean hang-out time at a cinema or shopping mall, or time playing sport or pursuing another shared interest. For older people and couples without children, social gatherings with workmates are a little-acknowledged opportunity to identify with a group. At the same time as Indonesians are forming groups outside the family, dynamics within family homes are changing, with spaces and devices becoming more personal rather than communal.
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BrandZTM Top 50 Most Valuable Indonesian Brands 2015
RESPECT RELIGION, BUT DON’T PREACH
Indonesia is home to the largest Muslim population
in the world, and brands need to be mindful of this in their communications. Local cosmetics brand Wardah, for instance, has successfully reshaped the Indonesian cosmetics category with strong halal claims about
its products, providing women with the chance
to express themselves and feel beautiful without compromising on their values. But this is a delicate path to tread, and in most categories, consumers like brands to acknowledge their religious views in a subtle way, but don’t like the idea of religion being used as
a sales platform. Financial services is perhaps one of the few exceptions to this, as many banks offer Islamic products, though, even then, the most successful brands steer clear of overtly religious messages.
USE TELEVISION WISELY – THEN STOP SPENDING
Television attracts the lion’s share of advertising investment for a very good reason: it helps brands to achieve national reach in an efficient way. And, despite the rise of digital media, TV will continue to be the cornerstone of great national ad campaigns in Indonesia for quite some time. But a bigger TV investment does not guarantee a bigger impact; while the optimal number of exposures to an ad required
to affect brand KPIs is high by global standards, once that frequency has been reached, there is very little additional
lift for any additional exposure. So, establish what the ideal level of TV exposure is for your brand, and then look to other media to complement that investment. For many large brands, anything from 10-50 percent of their TV campaign budgets can end up as wastage; resulting in no incremental impact on brand or sales measures.
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