Saturday, June 14, 2014

Local Electric Car (2014 Q2)

It was unexpected that a successful company like Tesla Motor decided to go open source and share its secret ingredients to everyone, including its competitors, but it happened(1). This is a milestone to electric car development around the globe, including in Indonesia.

A. Terms
National project for electric car is often referred as MOLINA. It is an acronym for MObil LIstrik NAsional (translation: National Electric Car).

B. Infrastructure
  • Regulation for electric car has not been released, but SNI (Indonesian National Standard) is targetted to be finished by this year(2)
  • Supply chain to produce electric car components is still unclear. CV. Sampurna Part Niaga is developing lightning component with brand name Autovision which is used in one of the electric car prototype(3).
  • Human Resource is developed along with research conducted by public schools and universities.
C. Prototype
#Hevina by LIPI
LIPI, a state owned company, developed two types of electric car: sedan/saloon and bus.


#Ezzy by ITS (Institute Teknologi Surabaya)
ITS, a public university, developed prototypes of electric car. The latest one is Ezzy II in the form of sedan/saloon.


#ELVI by PT. GRAIN
PT. GRAIN, a private company, took an initiative to develop 8 prototypes of electric car. Four models are claimed to be ready for production. Those includes one multi-purpose-vehicle (MPV), one pick up, and two city cars.


Recent News
Indonesian Ministry of Research and Technology expects electric car to enter limited production in 2017 to be used in government offices(5).

Sources:
  1. Tesla Motors Offers Open Licenses to Its Patents
  2. SNI Mobil Listrik Ditargetkan Tuntas 2014
  3. Mobil Listrik Hevina Pakai Lampu Autovision
  4. Mobil Listrik Indonesia dalam Perspektif Perencanaan Produk
  5. Mobil Listrik Diproduksi Tahun 2017

Saturday, March 1, 2014

Popular Faces in Indonesia Advertising (2014)

Advertising spending in 2014 is estimated to reach IDR 140 millions (grow by 20% compared to last year) driven by two major events:
  • FIFA World Cup 2014
  • Indonesia Congress and Presidential Election
Offline media preferences by advertisers (as of Q1 2013) are:


It shows that television became even more dominant compared to 2011*

Popular Faces in Indonesia Advertising this 2014 are shifting from previously dominated by Musicians (like Agnes Monica, SMASH, Sherina) to Movie Stars. Who are they?

1. Sandra Dewi


ProductIndustryStatus
Clear Personal Care (Shampoo)Brand Ambassador
PondsPersonal Care (Body Care)Brand Ambassador
ABC White CoffeeFood and Beverage (Coffee)Brand Ambassador with Tompi
Big ColaFood and Beverage (Beverage)Brand Ambassador
Fiesta Chicken NuggetFood and Beverage (Food)Ads
V FreshMedicineAds
WardahApparelAds
Lady RoseHome and EquipmentAds
Korea Tourism OrganizationServices (Tourism)Brand Ambassador
Bookpanorama.com Services (eCommerce)Ads
Paramount SerpongPropertyBrand Ambassador

Recent News:
  • Starred in Indonesian Big Screen Movie and TV Series
  • Took a management role in land development companies: Paramount Serpong (as Head of Communications and Public Relations Division) and one in Tanjung Benoa (as Commissioner)
2. Raisa



ProductIndustryStatus
SennheiserGadgetsBrand Ambassador
SunsilkPersonal Care (Shampoo)Brand Ambassador
IndosatTelecommunicationAds
NescafeFood and Beverage (Coffee)Brand Ambassador
MagnumFood and Beverage (Ice Cream)Ads

Recent News:
  • Hosting "Raisa di Radio" (radio) program for Oz Station that filled up 7-9 PM slot every Saturday
  • Released a new single "LDR"
3. Pevita Pearce


ProductIndustryStatus
LenovoGadget (Mobile Phone)Brand Ambassador
LuxPersonal Care (Soap)Brand Ambassador
GarnierPersonal Care (Body Cream)Brand Ambassador
Luwak White CoffeeFood and Beverage (Coffee)Brand Ambassador
UniqloApparelAds with Rio Dewanto

Recent News:
  • Starred in Indonesian Big Screen Movies: "Tenggelamnya Kapal Van Der Wijk", "Aku Cinta Kamu"
  • Launched an accessory brand "Hippearce"
4. Raline Shah


ProductIndustryStatus
PantenePersonal Care (Shampoo)Brand Ambassador with Anggun, Gita Gutawa
Buavita Food and Beverage (Juice)Brand Ambassador
Top CoffeeFood and Beverage (Coffee)Brand Ambassador
XLTelecommunicationAds

Recent News:
  • Starred in Indonesian Big Screen Movies: "99 Cahaya di Langit Eropa" and "Supernova"
  • Starred in a musical drama, "Timun Mas"
5. Julie Estelle


ProductIndustryStatus
NiveaPersonal Care (Body Lotion)Brand Ambassador
VeetPersonal Care Brand Ambassador
MagnumFood and Beverage (Ice Cream)Ads
AlpenliebeFood and Beverage (Candy)Brand Ambassador

Recent News:
  • Starred in an Indonesian Big Screen Movie: "The Raid: Brandal"
  • Starred in Indonesian TV Series: "Aprilio dan Julie"

Previous article related to this topic is:

Sources:

Tuesday, January 29, 2013

What's in 2013?

Picture 1. Photo was taken in Lembongan Island, Bali, Indonesia

Twenty Thirteen just kicked off. Where will this year possibly sail the world to?

Mobile Device
The discontinuation of Symbian OS left a gap in the lower segment of mobile device market. Current popular OS like Android, iOS, and Windows Phone will try to enter this market, but newcomers will be more considerable since those OSs are identical to high hardware requirements. Usable browser and growing ecosystem are the key features in this segment. Firefox OS has a chance to fill the gap since it has already had an ecosystem. Samsung may try to push its Bada OS further, while Meego and Sailfish OS may still need more time.

Healthcare
Previous holder of most valuable company in the world has proven that:
  • A device can be smaller and thinner as technology evolves
  • OS can be integrated to various devices like music player, mobile phone, tablet PC, and (possibly) Television
This time, healthcare may get tighter integration to:
  • popular OS as a way to find medical experts, book an appointment, purchase prescription, insurance claim, etc.
  • social media which will challenge credibility of medical experts while it is also benefited customers to avoid malpractice.
  • popular hardware as an add-ons, e.g.: medical tools integrated with a cellular phone to enhance mobility and interaction with data center.
  • data analytics as eHR is growing and more detailed patient data is stored in the database. Data analytics will enable early stage of medical examination or cross-reference.

Management
Risk management will go beyond financial industry. As global recession is still a popular topic in developed countries, especially in Europe, risk of business decision will always need to be assess thoroughly. A small mistake may have deeper consequences. It may not about market competition anymore. It may also be about credibility, credit rating, share price movement, supply chain, changes of government regulation, etc. Business should remain be challenged. That is the main role of risk management. Hence, this may the moment when risk management have a chance to rise or even become a stand-alone part in the company.

Education
MOOC (Massive Open Online Course) has been shifted from individual to organization and from free to low cost. It has also proven to be able to provide job opportunity through direct endorsement from the courses' lecturers. The popularity of MOOC may drive individual to pursue what they want to learn and proof that they can also be good at it without attending university. Certification may grow further as people seek a proof of what they have built expertise on.

Music Industry
KPop is growing and it may break in to more markets, including possibly Indian market (Bollywood).

Thursday, November 8, 2012

KPop Analytics - Part 3

Picture 1. SM Town World Tour III in Jakarta

After the previous two studies (part 1, part 2) about KPop, this time another study will try to take on demographic side of KPop:

"Who are the people who are interested to KPop?"

Summary
Weighted average demographic data within the 3 samples presented below showed (weight is based on estimate viewer in the the countries studied):

1. Gender
  • KPop audiences consist of more females than males


2. Age
  • KPop audiences dominated by age 18 - 24 (especially in USA and France) and age 35 - 44 (especially in Japan)

Opinion
Market is still potentially growing. In part 1 the interest over time was still had a possibility for trending up further and the study this time also delivered consistent result. As an example, in USA, audience of www.MTV.com was also dominated by age 18 - 24 (similar to audience of www.ALLKPOP.com), however the unique visitors reached 2.6 M (about 4 times more). USA is huge and up to this point, KPop gained interest especially in the area where KPop concerts were held (e.g.: SM Town concerts were held in just Los Angeles and New York). Outside Korea and Japan, KPop still has room to grow.

Methodology
Since demographic data is not (widely) available in some countries, this time analysis will focus on three countries (developed countries which were ever visited by KPop concerts):
  • Japan (to represent Asia)
  • USA (to represent North America)
  • France (to represent Europe)
Tool (and data):
Google AdPlanner (viewed on 7 November 2012)
Analysis will be done by simulating ad placement in popular $GOOG partner in the three countries mentioned above. It is assumed that the popular news or forum site could represent the actual demographic.
Note: Demographic data is not available for every country, hence only limited countries can be analyzed as well

Step 1. Determine websites that will be used to measure the audience
Website as an indicator will be chosen based on Google rank in each country's local Google site (Source) using "K Pop music" translated in popular local language as the Search term. The result is as shown below:
CountrySourceSearch TermSelected Result
Japanwww.google.co.jpケイ ポップ 音楽 www.wowkorea.jp
USAwww.google.comK Pop musicwww.allkpop.com
Francewww.google.frK Pop musiquewww.soompi.fr

Step 2. Analyze demographic data of the websites
Demographic data taken from AdPlanner is as shown below:
GenderJapanUSAFrance
Male36%42%39%
Female64%58%61%

Age (year)JapanUSAFrance
0 - 170%0%0%
18 - 247%57%70%
25 - 3416%26%18%
35 - 4432%8%8%
45 - 5423%4%4%
55 - 6417%2%0%
65 or more6%2%0%

Additional Demographic Data is as shown below:
GenderJapanUSAFrance
The Site's Unique Visitors1.3M650K90K
Internet Penetration Rate
in 2011(1)
78.7%78.2%76.8%
Country's Population(2)127,817,277311,591,91765,436,552
Estimate viewer in the country1.6M830K117K
% Population1.3%0.27%0.18%

Other Sources:
  1. Internet Users
  2. Population

Monday, November 5, 2012

KPop Analytics - Part 2

Picture 1. SM Town World Tour III in Jakarta

Study from previous post found that there was a high possibility that KPop had impact to local music industry. This time a study will try to take on the following question:

"What possibly drove or driven by the growth of KPop popularity?"

Summary
In summary, KPop popularity is driven by:
  • Korean artists
    Some notable artists were:
    • Girls' Generation members: Seohyun (in Japan), Yoona (in Singapore), Jessica (Indonesia), Sooyoung (France)
    • Supernova (Japan)
    • 2PM (Indonesia)
    • Onew (France)
  • File/Media sharing services
    Some notable services were:
    • Dropbox and Soundcloud / youfeedme (various countries)
  • Social Networking services
    Some notable services were:
    • Gumtree (Singapore)
    • Airg (Philippines)
KPop popularity drove popularity of:
  • Other Korean artists
    Such as Supernova (Japan) and 2ne1 (Indonesia)
  • File/Media sharing services
    Such as Dropbox (globally) and $shared / 4shared (Indonesia)
  • Transport Information (Singapore and USA)
  • Korean-style products
    Such as blazer (Indonesia), samsung mobile phones and winged eyeliner (USA)
  • Payment solutions
    Such as OCBC Velocity (Singapore)
Opinion
All the factors studied actually played both roles, however each of them was subjectively categorized into lagging (drove) or keeping up (driven by) factors based on its tendency against K Pop interest trend in the area.
Factors that drive popularity of KPop are certainly the product itself: KPop songs and Hallyu Stars who delivered the songs. Role to spread the news and the songs were done by social networking and file/media sharing services.
Factors that were driven by KPop, beside its less popular songs and artists, are the file/media sharing services that act as the bridge to spread the songs around the globe. People/fans who followed the artists will relatively care about their personality (including fashion style and stuff used) and have willingness to see them in person. This may the reason of trending Korean-style products, transport information, and in the end payment solution to cover all of the expenses.

Methodology
Analysis will be based on search term which has similar trending interest pattern with K Pop (excluding search which include term K Pop). Higher correlation (r) terms is more favorable.
Previous post discovered top countries where interest about KPop emerged. One common thing that the countries had was that KPop concert was held in those countries. One of the notable concert was "SM Town Concert". Hence, this time two other countries which had experienced the concert will be added to the analysis: USA and France (China is excluded since Google/the tool used is not the main search engine in the area).
Selected search terms will be allocated subjectively into 3 categories: Keeping Up Terms, Lagging Terms, and Either. Keeping Up Terms are terms which are ahead of K Pop trends (keeping up), while Lagging Terms are terms which are behind K Pop trends (lagging). Either are terms which sometimes kept up, but in some other times those lagged as well.
Tool (and data provider): Google Correlate viewed on 4-5 October 2012.

Below are some findings in each region (selected terms only)
1. Japan (correlate with term: K Pop)
Keeping Up TermsLagging TermsEither
ソヒョン
(seohyun)
r=0.9515
ヤフー 路線
(yahoo route)
r=0.9519
超新星 ブログ
(supernova blog)
r=0.9461
soundcloud
r=0.9457
ドロップ ボックス
(drop box)
r=0.9457


ガーミン コネクト
(garmin connect)
r=0.9457


2. Singapore (correlate with term: K Pop)
Keeping Up TermsLagging TermsEither
yoona
r=0.9245
gothere.sg
r=0.9348
android phone
r=0.9174

bus timing
r=0.9275
shuttle bus
r=0.9225
gumtree
r=0.9210

ocbc velocity
r=0.9186


3. Malaysia (correlate with term: K Pop)
Keeping Up TermsLagging TermsEither

soundcloud
r=0.9510
blackshot
r=0.9679


dropbox
r=0.9547


samsung galaxy
r=0.9484

4. Indonesia (correlate with term: Lagu Korea)
Keeping Up TermsLagging TermsEither
band korea
(korean band) 
r=0.9541
boy band korea
(korean boy band) 
r=0.9472
$shared 
r=0.9371
rambut korea
(korean hair)
r=0.9349
girls generation
r=0.9452
snsd
r=0.9269
 jessica snsd
r=0.9259
2ne1
r=0.9309
2 ne 1
r=0.9239

2pm
r=0.9250
blazer korea
(korean blazer)
r=9234


5. Philippines (correlate with term: K Pop)
Keeping Up TermsLagging TermsEither
airg
r=0.9459
soundcloud
r=0.9510


6. USA (correlate with term: K Pop)
Keeping Up TermsLagging TermsEither
www.dropbox.com
r=0.9603
winged eyeliner
r=0.9587
samsung galaxy phones
r=0.9512
download soundcloud
r=0.9522

pace bus tracker
r=0.9512

7. France (correlate with term: K Pop)
Keeping Up TermsLagging TermsEither
onew 
r=0.8984


feed me
r=0.8994
girl generation
r=0.8792

dropbox
r=0.8701
dropbox
r=0.8689
sooyoung
r=0.8698


Friday, November 2, 2012

KPop Analytics - Part 1

Picture 1. SM Town World Tour III in Jakarta

Korean Wave is the general term used to address growing popularity of Korean culture (mostly is about KPop) outside Korea (South Korea). A study was conducted to answer a simple question:

"Does Korean Wave have impact to the popularity of local music?"

Summary
In general, Korean Wave in the form of K Pop has impact to the popularity of local music. This is supported by the facts that:
  • There was search query of K Pop is increasing while it is decreasing for local songs.
  • It was started even before 2004 in Japan, but started to show growth on 2011.
  • Growing interest dominated particularly by South East Asia region.
  • Other than in Japan, K Pop hasn't surpassed the popularity of local music.
Opinion
Decreasing interest over local music is possibly an early indicator of dropping market share of local music and increasing market share of imported music (especially from Korea, India, and USA). KPop shows growing interest in countries, especially where KPop concerts were ever be held. A lot of Korean artists are regularly active in Japan, hence it's common to see high interest growth in Japan.

Methodology
Measurement was conducted through web-based approach using Google Trends (including the data)
Step 1. Analyzing popular search location for the following term: K Pop
Study found that Korea, Japan, Malaysia, Singapore, Indonesia, and Philippines came in the top 6.
Note: Since Korean Wave doesn't happen in its own country, so Korea was taken out from analysis.

Step 2. Analyzing search trends (limited by region) between K Pop (blue) and Local music (red) by comparing trend of interest of term "K Pop" (blue) and local music (red).

Japan Malaysia Singapore
N/A

Indonesia Philippines

Sunday, October 21, 2012

KPop in Indonesia

Picture 1. SM Town World Tour III in Jakarta

Korean wave hit Indonesia even harder this year. The Koreans seemed to aware of large fans-base in Indonesia and then more KPop artists visited Indonesia.

Ticket distribution which was previously dominated by direct ticket sales by the event organizer (or promotor). The event organizer would rent a space in a shopping mall or hotel to conduct a one day ticket sales. Currently multiple channels have been used to distribute tickets, as an example:
  • SM Town World Tour III: Pre sale ticket was done through multiple local fansites, then the tickets were redeemed during the one day ticket sale. Afterwards, the remaining tickets were sold through a web-based ticketing (MyTicket.co.id)
  • Wonder Girls Wonder World: Beside tiket sales through the one-day-ticket-sale, ticket was also distributed through a web-based ticketing (RajaKarcis.com) and a local mini-mart chain (Indomaret)
Other facts about KPop in Indonesia:

A. EVENTS
List of Korean-related event in Indonesia in 2012 (5,6):

DateArtistEventOrganizer
17MAR12B2STBeast Beautiful ShowMarygops Studios
28-29APR12Super JuniorSuper Show 4ShowMaxx Entertainment
16JUN12Junsu (JYJ)Xia Junsu 1st Asia TurJSK Enterprise
30JUN12MBLAQThe Blaq% TourDynamo Buzz, Gamma Live
22SEP12VASM Town World Tour IIIW Production
12-13OCT12Big BangBig Bang Alive TourBig Daddy Entertainment
31OCT124MinuteVolume Up PartyYS Media Entertainment
03NOV12Wonder GirlsWonder Girls Wonder World TourMarygops Studios
03NOV12Kim Jae Joong (JYJ)1st Fan MeetingSH Entertainment
04NOV12Lee Seung GiTonight with Lee Seung GiMunial Sport Group
24NOV122NE1New Evolution Global TourBig Daddy Entertainment
08DEC122PMWhat Time Is ItMarygops Studios

B. POOLING RESULTS
1. Most Popular KPop Girlband (4).
Data was retrieved from a pooling conducted on March 2010 in the most active forum in Indonesia. Voter is limited to members of the forum.

Girl Group Name
# Voter
Girls' Generation / SNSD
3
f(x)
1
KARA
3
Sistar
2
T-ara
1
Secret
1
2NE1
2
4Minute
-
Miss A
1
After School
2
Wonder Girls
-
TOTAL
16

In 2010, Girls' Generation and KARA seems popular among Indonesians. However, the sample size is considered to be too small to make a conclusion.

2. Most Popular Girls' Generation / SNSD Members
Data was retrieved from a pooling conducted from time to time in the most active forum in Indonesia. Voter is limited to members of the forum.

Name
November 2010 (1)
January 2011 (2)
June 2011 (3)
Taeyeon
1
11
186
Jessica
1
2
106
Sunny
-
4
89
Tiffany
1
8
171
Hyoyeon
-
-
53
Yuri
3
2
115
Sooyoung
2
2
115
Yoona
3
10
282
Seohyun
1
4
131
TOTAL
12
43
1248

Hence, from time to time, it's consistent that Yoona is the most popular one followed by Taeyeon and Tiffany.

Sources:
  1. Kaskus - [Vote] Member So Nyuh Shi Dae Favorit agan
  2. Kaskus - Vote snsd
  3. Kaskus - SNSD / Girls' Generation VOTE !!!
  4. Kaskus - most favorite kpop girls group
  5. RajaKarcis.com
  6. MyTicket.co.id

Sunday, October 14, 2012

CSR Activities in Indonesia

Picture 1. Walk for Sight 2012

Investment grade awarded to Indonesia gives impact to the nation. Companies from other countries are willing to keep their presence or investing in Indonesia. The investments come with the companies' culture carried from its originating country, including the culture to give back to local community which    is commonly referred to CSR (Corporate Social Responsibility). Now local companies also actively conduct CSR programs.

CASE STUDY 1: Cataract Surgery
Standard Chartered Bank launched "Seeing is Believing" (1), a global CSR program to help people with eye problems since 2003. The program was introduced in Indonesia as well. Activities held were:
  • free cataract surgery (in cooperation with Perdami, a local ophthalmologist association, and Hellen Keller International)
  • training for blind people and fund rising (in cooperation with PERTUNI, a local blind association)
  • others (like giveaway free glasses)
Since 2011 Sido Muncul, a local pharmaceutical company, funded free cataract surgery (in cooperation with Perdami as well). Another local pharmaceutical company, Soho (3), did the similar CSR program starting this year (2012).

CASE STUDY 2: Hand Wash

Unilever sponsored World Handwashing Day 2012 in public elementary school 003 - 005, Jakarta this October (6). The event was a joint collaboration with Bank Tabungan Pembangunan Nasional (BTPN), a local bank. This event promoted a habit to wash hands with soap to the students which was align with market proposition of Lifebuoy soap. Lifebouy was consistently advertised as a soap that  cleaned and killed germs. This event strengthened value proposition and brand image of the product to customers. It was also covered by local newspaper like Bisnis.com.

BACKGROUND
In 2007, Indonesian government introduced law number 40 on limited liability companies. Chapter V of Article 74 of the law regulates social and environmental responsibility, where companies which perform its business activities in sectors of and/or related to natural resources are required to undertake social and environmental responsibilities (4). This enforce companies to develop and execute CSR strategies.

A study was conducted by Universitas Negeri Semarang to analyze the correlation between CSR disclosure and share price movement in BEI (Indonesia Stock Exchange) (5).

Picture 2. Impact of CSR to Share Price

From 4 different types of CSR, two of them (community and environment) were proven to give positive correlation with share price increase.

OPINION
Indonesian consumers and shareholders have been more aware with social issues as
  • Number of companies initiated CSR activities is increasing
  • Local icons expressed their concern about social issues through social media
  • Companies actively published their CSR activities
Hence, to cope with the local competitors, CSR is important. Rather than viewed CSR activities as additional operational activities which required to be included in budget, CSR activities should be included in the DNA of the company.

Market drives the market price of company's share price. Hence, value of the company will be determined by demand from shareholders and potential shareholders (including consumers). The Hand Wash case above is one example of CSR activities implemented to the DNA of the company - integrated to marketing campaigns. The new formula of corporate value is:

wealth produced + value returned to the community

Hence, alignment between corporate strategy, image, and CSR activities is important. Furthermore, if the company is viewed to be more valuable as more value returned, not only to customers, but also to community and environment, its market value may be more resistant to drop because of external factors.

Sources:
  1. Seeing is Believing
  2. PT. SIDOMUNCUL ADAKAN BAKTI SOSIAL DI TOMPASO BARU MINAHASA SELATAN
  3. Soho Group Pharma Gelar Bakti Sosial Untuk Penderita Katarak
  4. Corporate Social Responsibility by Limited Liability Companies - Indonesia
  5. Pengaruh Indeks Pengungkapan Corporate Social Responsibility (CSR) Terhadap Harga Saham Pada Perusahaan Perbankan yang Terdaftar di Bursa Efek Indonesia Tahun 2006-2008
  6. Murid SD gelar peringatan CUCI TANGAN sedunia

Friday, August 12, 2011

Popular Faces on Indonesia TV Spots (2011)

STATISTICS of Advertising in Indonesia (1, 2)

Estimated total spending in advertising showed double digit increase from 2006 until 2010, even during GFC (began in 2007 and had more impact in 2008). In first quarter of this year (2011), it booked IDR 15.6 trillions (USD 1.8 billions) or rose 20% compared to the same quarter last year (IDR 13 trillions or USD 1.5 billions).

Picture 1. Advertising Spending

Tri Susanti Simangunsong, Senior Manager of Media Client Services at Nielsen Indonesia, mentioned that as Indonesia is reaching GDP up to $3,000 per capita, middle class is emerging and motorcycle and car ownership will grow aggressively. Top categories in advertising spending were:
1. Telecommunication
2. Motorcycles
3. Hair Care
4. Political Campaign
5. Cigarettes
Note: Nielsen advertising data showed that the two categories high spending were mainly to drive consumersʼ awareness and purchase intention. 

Advertising spending in media showed growth in broadsheet newspaper and television by 20% and 21% respectively. In value, spending for advertising in television (TV) was still dominant with 62% compared to broadsheet Newspapers (35%) and Magazine (3%).

Picture 2. Media for Advertising

ADVERTISING in Television

As companies advertised more in television (TV Spot), some companies didn't use Public Figure in their TV spots. However, some Public Figure remains popular as the choice of advertisers. Here are some popular faces in TV Spots:

1. Julie Estelle

Name: Julie Estelle Gasnier
Age: 22 years
Profession: Model, Actress


Product
Industry
Status
Sunsilk Co-CreationPersonal Care (Shampoo)Brand Ambassador
Telkomsel BlackBerryTelecommunication (Mobile Internet Package)Model in TV Spot
Sharp PapillonElectronics (Refrigerator)Model in TV Spot

Recent News:
  • In a relationship with Ello (an Indonesian Singer whose latest album released on July 2011)
  • Starred in a movie: "Aku atau Dia" and a television drama: "Kasih dan Cinta" (RCTI)
2. Irfan Bachdim

Name: Irfan Haarys Bachdim
Age: 23 years
Profession: Soccer Player, Model, Artist


ProductIndustryStatus
Pocari SweatFood and Beverage (Isotonic Water)Brand Ambassador
ClearPersonal Care (Shampoo)Brand Ambassador with Sherina
Suzuki Hayate 125Automotive (Motorcycle)Brand Ambassador

Recent News:
  • Got married with Jennifer Kurniawan, a German-Chinese Model
  • Chosen to take a part in Indonesia's U-23 Soccer Team
  • Starred in an upcoming movie by Hanung Bramantyo: "Tendangan dari Langit"
    3. Agnes Monica

    Name: Agnes Monica
    Age: 25 years
    Profession: Model, Actress, Artist


    Product
    Industry
    Status
    Olay
    Personal Care (Moisturizer)
    Brand Ambassador
    Vitazone
    Food and Beverage (Isotonic water)
    Model in TV Spot
    Relaxa
    Food and Beverage (Candy)
    Model in TV Spot
    KFCFood and Beverage (Restaurant chain)Model in TV Spot
    CSL - BlueberryElectronics (Mobile phone)Model in TV Spot
    MitoElectronics (Mobile phone)Model in TV Spot
    Fresh CarePersonal Care (Deodorant)Model in TV Spot

    Recent News:
    • Released a greatest hits album: "Agnes Is My Name" with additional new singles: "Karena Ku Sanggup" and "Paralyzed"
    • Won 7 nominations in "JPopAsia Music Award"
    • Won "Best Pop Female Singer" in "Anugerah Musik Indonesia" (AMI) for her song "Karena Ku Sanggup"
    • Won "Favorite Female Single" in "Indonesia Kids Choice Awards" (IKCA)
    • Rumored in progress to collaborate with Timbaland, and American Rapper
    4. SMASH

    Name
    Age
    Role
    Morgan Oey
    21 years
    vocalist
    Rangga Dewamoela
    23 years
    vocalist
    Rafael Landry Tanubrata
    24 years
    vocalist
    Dicky Muhammad Prasetya
    18 years
    vocalist
    Muhammad Reza Anugrah
    17 years
    vocalist
    Muhammad Ilham Fauzi
    16 years
    vocalist
    Bisma Karisma20 yearsVocalist

    Profession: Artist (Boy Band)


    Product
    Industry
    Status
    Kartu As
    Telecommunication (SIM card)
    Brand Ambassador
    Teh RioFood and Beverage (Tea)
    Model in TV Spot 
    Sosis So NiceFood and Beverage (Sausage)Model in TV Spot

    Recent News:
    • Released 2 singles: "Senyum Semangat" and "Aku Cinta Kau dan Dia"
    • Starred in a television drama: "Cinta Cenat Cenut" (Trans TV)
    • Nominated in "Dahsyatnya Awards 2011" in "Aksi Panggung Terdahsyat" (translation: "Best Stage Performance")
    • Four of them who are university students had to take a break from their study due to their busy schedule 
    • Rumored to copy Korean Songs, but they denied the rumor
    5. Dian Sastro

    Name: Dian Paramitha Sastrowardoyo
    Age: 29 years
    Profession: Model, Actress


    Product
    Industry
    Status
    L'Oreal
    Personal Care
    Brand Ambassador
    Nature-E
    Health Care (Food Supplement)
    Brand Ambassador with Sherina
    Samsung 
    Electronics (Refrigerator)
    Model in TV Spot

    Recent News:
    • Gave birth to her first son from her first and only husband, Indraguna Sutowo (a businessman). Her son's name is Syailendra Sutowo.
    • Become a model in a TV Spot for Samsung's refrigerator although she was pregnant.
    6. Nidji

    Name
    Age
    Role
    Giring Ganesha
    28 years
    vocalist
    Muhammad Ramadista Akbar
    27 years
    guitarist
    Muhammad Andro Regantoro
    27 years
    guitarist
    Andi Ariel Harsya
    27 years
    bass
    Muhammad Adri Prakarsa
    28 years
    drummer
    Randy Danistha
    27 years
    keyboard

    Profession: Artist (Boy Band)


    Product
    Industry
    Status
    Honda Absolute Revo
    Automotive (Motorcycle)
    Brand Ambassador
    Djarum Coklat
    Food and Beverage (Cigarette)
    Brand Ambassador
    Kopiko
    Food and Beverage (Candy)Model in TV Spot

    Recent News:
    • Released an MV: "Jangan Takut" (directed by Rizal Mantovani)
    • Prepared a new album that will contain songs both in Indonesia and English. It was planned to be launched in Indonesia (by Musica Studios) and Australia (by Sex Pistol).
    • Scheduled to have a concert in Hong Kong
    7. Sherina Munaf

    Name: Sinna Sherina Munaf
    Age: 21 years
    Profession: Artist, Actress, Model


    Product
    Industry
    Status
    Maybelline
    Personal Care (Skin Care)
    Brand Ambassador
    Clear
    Personal Care (Shampoo)
    Brand Ambassador wih Irfan Bachdim
    Nature-EHealth Care (Food Supplement)Brand Ambassador with Dian Sastro
    Nokia X6Electronics (Mobile phone)Model in TV Spot

    Recent News:
    • Released an MV: "Cinta Pertama dan Terakhir"
    • Took part in a charity concert: "Artistes 31 Love Beyond Boders" in Victoria Park, Hong Kong (invited by Jackie Chan)
    Sources:
    1. Indonesian Ad Spend Surges 23%, TV Viewing on the Rise as Well
    2.
    Q1 Ad Spending Hits Rp 15t As Cars, Formula Milk Rise
    3.
    Nielsen AGB
    4. Wikipedia
    5. KapanLagi.com

    Saturday, August 6, 2011

    Indonesia to Enter The Golden Moment

    Author's Note 
    This is a re-formatted article. The original article is:
    Achieving Indonesia’s golden moment of economic growth
    published by The Jakarta Post
    on 7 August 2011
    by Kiki Verico

    Background
    In the article, golden moment (of economic growth) referred to a period of time when a country's real economic growth is higher than its inflation rate.

    World Development Indicator (WDI) data shows that the more developed countries experienced golden moment:
    • USA: about 6 years (1960-1966)
    • Japan: about 10 years (1960-1970)
    • South Korea: about 8 years (1982-1990)
    Statistics
    Statistics of Indonesia's Real Economic Growth and Inflation in selected period is as follow:

    Period
    Real Economic Growth
    Inflation
    1965 - 1970
    5.40%
    284%
    1995 - 2000
    13%
    58%
    2000 - 2005
    4.80%
    8.40%

    Event in:
    • 1965 - 1970: Transition From Old Order to New Order. 
    • 1995 - 2000: Global Financial Crisis and Transition from New Order to Reform Era
    • 2000 - 2005: Post Global Financial Crisis
    In graphical presentation:

    Picture 1. Real Economic Growth vs. Inflation

    Based on the summary above, Indonesia has never experienced it since its independence day on 1945 (inflation was always higher than real economic growth). To achieve golden moment, Indonesia needs to preserve, in average, about 8% real economic growth rate and 4% inflation rate for 10 years continuously.

    Forecast
    If the general election in 2014 goes smoothly, Indonesia will have an opportunity to achieve golden moment between 2016 and 2026 when (it is expected that) income per capita is shifting from middle to high-income earning country (more than USD 10,000 per capita per year).

    The Green Robot Crushed Pacific Place

    Picture 1. Queuing Line

    Samsung Galaxy S2 was launched on 23 July 2011 in Pacific Place Mall, Jakarta. The cashier was opened at 8 AM, but customers had waited hours before. The queue line was closed at about 1:45 AM (about 6 hours before the cashier was opened) because the queue had reached 1,200 customers which was the quota for launching event (1).

    Background
    In Indonesia Samsung used to famous for it's TV products which are considered to have attractive value for money. It is common for a company from developing countries like South Korea to target price-sensitive consumers by offering similar product with cheaper price than its Japan or Western counterpart, not the high end segment.

    Now Indonesian customers have different perception for Samsung. A recent research about "Most Searched Mobile Phone in Yahoo Indonesia" (as of June 2011) showed the result below (2):
    1. Apple iPhone
    2. Samsung Galaxy S2
    3. Nexian Champion
    4. Nexian Tap
    5. Nokia 6600
    6. Nexian Cappuccino
    7. Hape Esia Connect
    8. Nokia C5
    9. Nokia C3
    10. BlackBerry Onyx
    Samsung product was on the list and even placed in no. 2. Moreover, Fabiant Kayatmo, Samsung's Product Marketing Senior Manager HHP Bussiness Department, claimed that based on May 2011 data (Indonesia), Samsung's market share in Android smartphone market was 78% and in tablet market was 60% (3).

    Factors
    The success of Samsung in Indonesia is caused by various factors, some of those are:

    1. Shifting Mindset
    Nowadays various mobile phones sold in Indonesia use Android as the Operating System (OS), such as phones from Samsung, LG, Sony Ericsson, Motorola, and HTC. The word "Android" or the the green robot logo is commonly used in each product's marketing materials. As those mobile phone companies push the product to Indonesian market through various distribution channels, marketing campaigns, and public relation efforts, Indonesian customers are aware that "Android OS is used by various companies". Furthermore, Android in Mobile Phones becomes like Windows in PCs. Hence, in choosing mobile phones, version of Android OS used and specification of the phone become as important as the mobile phone brand to be considered.

    2. Korean Wave
    Korean Wave is a term that indicates Korean Culture becomes a trend around the world, including in Indonesia. Some of the indicators are:
    • Local television networks are broadcasting Korean Drama. As an example, on 25 July 2011 Indosiar started broadcasting Korean Drama Dream High. On 15 July 2011 "Dream High" was trending and reached 8th in World Wide Twitter trending topics. It successfully gained attention in Indonesia and as more and more people tweeted about it, it ended up in the list (4).
    • Concert of Korean Artists in Indonesia. As an example, on 4 June 2011 the first KIMCHI (Korean Idols Music Concert Hosted in Indonesia) was held in Istora Senayan, Jakarta. The pre-sale ticket was scheduled on 17 April 2011 at 10 AM in Grand Indonesia, Jakarta, but people started to queue from 3 AM on the day, so by 8 am the lowest grade tickets allocated have been sold out (5).
    Lee So Man (founder and CEO of SM Entertainment) explained 3 steps process of SM Artists to go global on 11 June 2011 in SM TOWN Writers and Publishers Conference, Paris (6):
    1. Exportation of cultural products, e.g.: BoA and TVXQ’s advancement into Japan.
    2. International collaborations, e.g.: The collaboration between KangTa and Taiwanese singer Vanness Wu.
    3. Globalization, there is a tag "made by", such as "made in Korea, and also "made by SM".
    Now the strategy mentioned above has given some results: popularity and positive image of Korean culture. It is also build the image of Korean products, including Samsung products.

    3. Samsung Marketing
    As Korean Wave is surging around the world, including in Indonesia, local marketing efforts become global marketing campaign because people are watching what is happening in Korea, such as:
    • Samsung sponsored Korean drama and in exchange Samsung's products are used in the drama. Now, not only Korean, people in many countries also watched the drama as well.
    • Samsung used a Korean artist to endorse its product. As the fans in many countries searched and read news about the artist, they knew about the product as well.
    Samsung exports its products to Indonesia, but it also produced some in Indonesia (not only for local consumption, but also for export to other countries as well). Its subsidiary in Indonesia managed its marketing campaign, but with Korean Wave, marketing campaign in Korea will also give impact to Indonesian customers.

    Saturday, July 16, 2011

    Magnum Cafe and Sunsilk Hair Studio as a Phenomenon

    Magnum and Sunsilk are Unilever brands. Currently Unilever opens Magnum Cafe and Sunsilk Hair Studio in Grand Indonesia Shopping Mall (Jakarta Indonesia).

    Unilever discovered that Indonesian adult began to look for ice cream (previously only fruits and sweets) as dessert about 2 years ago. It was an indication that adult segment had grown (1). Then, Wall's Magnum as one of the company's popular brands for the adult ice cream market was relaunched on 11 November 2010 with three new variants: Classic, Almond, and Chocolate Truffle. Wall's Magnum is targeting:
    - People: Adults, who are always busy, who needs something to treat themselves
    - Product: packaged ice cream stick covered with European-quality chocolate
    - Price: premium
    - Place: everywhere
    Marissa Nasution is the brand ambassador. She explained at the launching program, "Being an active woman in the entertainment industry, it is difficult to find leisure time where I can pamper myself. Amidst the juggling of activities, I need to feel special, noticed, treated like a princess. I am proud to be appointed as Wall’s Magnum Brand Ambassador because I can get what I need.” (3)

    Unilever launched another Sunsilk line-up, "Sunsilk Co-Creation", on 9 June 2010 (the product is available since 1 June 2010). The line up consist of Sunsilk Soft & Smooth, Sunsilk Damaged Hair Treatment, Sunsilk Black Shine, Sunsilk Hair Fall Solution, Sunsilk Anti Dandruff, Sunsilk Clean & Fresh, Sunsilk Straight & Sleek, Sunsilk Bouncy Curls. This new line-up was developed in partnership with world hair experts like Jamal Hammadi (attended the grand opening of Sunsilk Hair Studio) and Thomas Taw (attended the launching program). In Indonesia Sunsilk is targeting:
    - People: females
    - Product: packaged shampoo, conditioner, and serum
    - Price: premium
    - Place: everywhere
    On the launching program, Julie Estelle gave her comment, ”I am happy and proud to be chosen as Sunsilk's brand ambassador. As an Indonesian woman who actively involved in various activities and tight schedule, I always want beautiful and healthy hair, so I use Sunsilk Co-Creation. With Sunsilk Co-Creation, Indonesian women can have the touch of world hair experts at home." (5)

    1. Magnum Cafe (3)
    Everyday people are queueing to get into Magnum Cafe. The cafe that was originally planned to open for only 3 months (until 15 June 2011) is extended and even planned to be opened in other cities in Indonesia, such as Bandung and Surabaya.

    Location: Grand Indonesia Shopping Mall, 5th floor

    Value Preposition:
    - Modern victorian cafe design (in partnership by Ismaya Group)
    - Menu is designed by Aldo Volpi (a famous italian chef), such as:
    • Ice Cream: Magnum Waffle, Waffle De Aristocrat, Crème de la Crème, Goblet of Chocolate, Razzle Dazzle, Crown Jewel, Nobble Nibble, Pas De Trois, A Knight’s Tale, Court Jester, The Emperor, Commander’s Fried Rice, Royal Kingdom, Royal Feast.
    • Drinks: Magnum Signature (Summer Tango), Magnum Shake (Truffle Royale), Magnum Chocolate (Ice Queen)
    - Photo Booth

    Picture 1. Magnum Cafe

    2. Sunsilk Hair Studio
    Sunsilk Hair Studio is expected to operate for about 2 months (until 31 July 2011).

    Location: Grand Indonesia Shopping Mall, 2nd floor

    Value Proposition:
    - Mirror Salon design
    - Hair and Make Up Consultation
    - Hair Treatment and Styling with seven trends: Fierce Crop, Country Braids, Ponnytail Upper East, Perfect Waves, Hollywood New Edge, First Lady, dan Retro Red Carpet (in partnership with Qiqi Franky)
    - Lounge, Fashion Boutique, and Photo Booth

    Picture 2. Sunsilk Hair Studio

    SUMMARY
    Both Magnum Cafe and Sunsilk Hair Studio are Unilever efforts to endorse the brands and educate customers.
    In case of Magnum Cafe, it allows customer to have an enjoyable experience with the ice cream and it also allows Unilever to build product image in consumer's mind. Hence, even when customers buy the product in retail store, customers is expected to have an impression about the product and increase the overall customers' satisfaction on the product.
    In case of Sunsilk Hair Studio, there are several offerings and it may be difficult for customers to choose the product that fit them. The hair studio will allow Unilever to target the right customers and offer the right products. Hence, it will increase customers' satisfaction and trust to the product as the solution of their hair problem (if any). Furthermore, it will also enhance word-of-mouth when the customers tell others about their experience after being treated in the hair studio.
    Similar practice is usually implemented on nutritional products (like Nutrifood's WRP) or cosmetics product (like P&G's SK II, Kao's Shiseido). The success of Magnum Cafe and Sunsilk Hair Studio may make this method become a popular marketing practice among FCMG companies.

    Sources:
    1. Inilah Alasan Walls Magnum Menggarap Pasar Es Krim Dewasa Belakangan
    2. Belgian Chocolate in Every Bite of New Wall's Magnum Ice Cream
    3. Perkuat Brand Awareness, Magnum Cafe Dibuka
    4. Pertama di Indonesia, Sunsilk Hair Studio Hadir di Jakarta
    5. Sunsilk Meluncurkan Sunsilk Co-Creations: Kreasi Terbaru Sunsilk bersama Tujuh Pakar Rambut Kelas Dunia