Page 97 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

The Indonesia Top 50 OUR INSIGHTS
A global study of Muslim consumers by Ogilvy Noor has identiied two main groups of people: traditionalists, who are strongly
anchored in the traditional teachings and practices of Islam, and futurists, the mostly
young Muslims who feel that faith helps them live better modern lives and assert their individuality.
The more digitally savvy futurists are relective of the predominantly young and Muslim Indonesian population. Aspiring to be part of a bigger world, they embrace the change that comes with progress and digital innovation, but their lives are balanced by a wish to continue their obligations as deined by faith, tradition and society.
These young Indonesians are open to brands that are authentic, that have thought beyond supericial stereotypes and understand the challenges of being a Muslim in modern times.
BEYOND BELIEF – THE ROLE OF FAITH IN MODERN INDONESIA
Ruby Sudoyo
Group Planning Director Ogilvy & Mather Ruby.Sudoyo@ogilvy.com
Lasting loyalty to a single consumer goods
brand is rarely seen in Indonesia. Consumers
are loyal, but not in quite the same way as we
see in other markets. We have identiied four types of loyalty behavior through analysis of Kantar Worldpanel shopping data. Those consumers we call ‘shifting loyal’ move between two brands in
a category and have loyalties to them both. ‘Split
loyal’ shoppers choose between a small repertoire of brands they feel a bond with, and ‘switchers’ show loyalty to the brands ofering the best deals at the times they shop – they aren’t really loyal at all. ‘Exclusive loyal’ consumers are those who stick only with their chosen brand, and in Indonesia and neighboring Malaysia, we see very few of these people. Most consumers are in the ‘shifting’ or ‘split’ loyalty categories.
Divided allegiances are the reality of loyalty in this market. Brands need to get themselves on that mental shortlist of preferred brands that consumers have when they shop, and must acknowledge that even apparently loyal fans are susceptible to last-minute switches when a competitor’s deal is suiciently attractive.
DIVIDED LOYALTIES – THE COMPLEXITY OF WINNING REPEAT PURCHASE
Delia Nugraheni
Account Manager Kantar Worldpanel Delia.Nugraheni@kantarworldpanel.com
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