Page 86 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 03
BRANDZTM TOP 50 MOST VALUABLE INDONESIAN BRANDS 2015
The surge in ownership of smartphones and tablets in Indonesia
means consumers are using several
screens at once. While this can make it more difficult
to win consumers’ attention, it also provides brands with new opportunities to make better, stronger connections.
Millward Brown AdReaction research among smartphone and tablet owners shows that Indonesians accumulate nine hours of screen time a day on average – the highest rate in the world. They spend three hours a day on a smartphone,
two hours watching TV, 1.9 hours on a laptop, and 1.8 hours on a tablet, with many of these hours overlapping one another. They use several devices at the same time for over six hours a day.
When we narrow the focus to look at times when people use multiple screens at once, we find that 60 percent are looking at content
unrelated to what they’re watching on TV; we call this ‘stacking’ content. The other 40 percent,
however, are doing
what we call ‘meshing’,
that is looking up or
discussing content of
the TV programming or
advertising that they are
watching on the bigger
screen. This equates to
over an hour each day
spent meshing.
The implication of this for advertisers is that, rather than trying to stop people from being distracted by their second or even third screens, they should provide relevant content in formats that suit different screens, and encourage consumers to move from one to the other. Multiple screens can be used to build and develop a brand message. For these distracted, multi-screening consumers, the best and most effective content needs to be consistent, connected, considered, and concise.
THE ART OF DISTRACTION – USING MULTI-SCREENING TO YOUR ADVANTAGE
fAnggra Tidayoh
Media and Digital Associate Director Millward Brown Anggra.Tidayoh@millwardbrown.com
ffffSince the beginning of 2015, volume sales of FMCG goods have been declining, although value sales are still growing thanks to higher prices. The economy has contracted due to decreased
government spending and a decline in exports, leading consumers into more cautious spending habits, spending the same amount of money each time they shop, but shopping less often and prioritizing the items on their list. Therefore, impulse purchases are among the worst affected, with chocolate, ready-to-drink beverages, ice-cream, and biscuits facing a tough time.
In times like this, what is the key to
longevity? Affordable
products are appealing,
but Indonesian consumers
are savvy enough not to just look
for the cheapest prices. Rather, they seek out a good value product –
and one that provides them with a great brand experience. The brands that stand to thrive in this climate
are those that match affordability with inspiration or experience. Prochiz is challenging the big cheese brands with a budget price and very similar experience, and Big Cola
and Floridina are shaking up the carbonated soft-drink and ready- to-drink categories in a similar way. Offering smaller pack sizes is another way of linking value with a great brand experience when consumer budgets are constrained.
DELIVERING AFFORDABILITY WHEN BUDGETS ARE TIGHT
Denny Tanjung
Group Business Director Kantar Worldpanel Denny.Tanjung@kantarworldpanel.com
86 BrandZTM Top 50 Most Valuable Indonesian Brands 2015