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Marketing Outlook 2018

Welcome to Leisure Economy


YUSWOHADY
CONTENTS

 The Phenomenon
 The Consumers
 The Shifting
 The Drivers
CONTENTS

 The Phenomenon
 The Consumers
 The Shifting
 The Drivers
GDP: Household Consumption & Investment Are Stable

Source: AC Nielsen, 2017


CONTENTS

 The Phenomenon
 The Consumers
 The Shifting
 The Drivers
The Rise of
Middle-Class
Indonesian Middle Class: We’ve just started

Spending* 2003 2010


US$ 10-20 0,3% 1,3%

US$ 6-10 1,2% 5%

US$ 4-6 3,9% 11,7%

US$ 2-4 32,1% 38,5%

*Percapita/day
Total 37,7% 56,5%
Gen Y is the Next Wave
Millennials Spends More Money

Source: Nielsen, 2015


Remember!!! Gen Y Are Less Loyal Customers

Source: A Bridge.Over Group, 2017


Established Incumbent vs New Challenger

Versus Versus
CONTENTS

 The Phenomenon
 The Consumers
 The Shifting
 The Drivers
Economic Shift: The 3 Trends

#1 Infrastructure-Driven Economy

The Down of Goods Economy


#2

#3 The Rise of Leisure Economy


#1
Infrastructure-Driven
Economy
Infrastructure Development on All Sectors

Source: AC Nielsen, 2017


#2
The Down of Goods
Economy
Retail Industry Has Decreased

• Instant Noodles • Beverages • Personal Care


• Coffee • Cooking & Seasoning • Home Care
• Powder Milk • Breakfast • Pharmaceuticals
• Biscuit • Indulgences
• Etc. • Dry Food

Source: AC Nielsen, 2017


The Growth of Manufacture Industry is Only 4%

Source: BPS, 2017


Negative Growth in Automotive Industry

Source: AC Nielsen, 2017


#3
The Rise of Leisure
Economy
The Shift: From Goods-Based to Leisure Consumption

“Jadi shifting-nya
adalah mengurangi
konsumsi yang tadinya
non-leisure untuk
konsumsi leisure,”
ucap Ketua BPS,
Suhariyanto.

Source: Faisal Basri, 2017


#2
Leisure MULAI
GLODOK Economy
SEPI
The Emergence of Mall Lifestyle

Source: BCA Survey, 2017


Tourism Industry Is Growing
PROYEKSI PENERIMAAN DEVISA DARI SEKTOR-SEKTOR UTAMA DALAM PEREKONOMIAN INDONESIA
“Tahun 2020, sektor pariwisata merupakan penyumbang devisa terbesar bagi Indonesia”
25000

20000

15000 Minyak
BatuBara
Pariwisata
CPO
10000
Karet

5000

0
2015 2016 2017 2018 2019
Source: Kemenpar, 2015
Liburan menjadi kebutuhan pokok...
Pertumbuhan Nilai Tambah Transportasi & Hospitality

Source: BCA Survey, 2017


CONTENTS

 The Phenomenon
 The Consumers
 The Shifting
 The Drivers
The 5 Drivers
1 Consumption as a Lifestyle

2 From Goods to Experience

3 More Stress, More Travelling


4 Low Cost Tourism
5 Traveloka Effect
01. Consumption as Lifestyle
02. From Goods to Experience
03. More Stress, More Travelling
04. Low Cost Tourism

#1 Low Cost Carrier #3 Travel Fair

#2 Budget Hotel
05. Traveloka Effect
Thank You