THE NEW INDONESIA

something that you might not know?

Hermawan Kartajaya
Founder and CEO of MarkPlus, Inc.
Co-Founder of World Marketing Community
One of the “50 Gurus Who Have Shaped the Future
of Marketing”
(CIM, UK 2003)
 INTERNATIONAL EDITION
COMING SOON!

Redefining Brand Loyalty

in a Connected World

Philip Kotler
Hermawan Kartajaya
Iwan Setiawan
Twitter: @hermawank HERMAWAN KARTAJAYA
WHY
Myth WHAT: HOW:
&
Reality?
Myth vs Reality #1
Indonesia is Indonesia is
‘Some Random Country’ big producer and market

sustainable
The Biggest
palm oil producer
2nd Biggest tin producer
robusta coffee &
3rd Biggest
cocoa producer
Guess Watches
The Biggest market

3rd Biggest motorcycle

market

Twitter: @hermawank HERMAWAN KARTAJAYA

Myth vs Reality #2
Indonesia is Indonesia is an
only Bali archipelago of beauty

Raja Ampat Bunaken

Samosir Moyo

Twitter: @hermawank HERMAWAN KARTAJAYA

Myth vs Reality #3
Indonesia is Indonesia is
Homogenous Extremely Diverse
Largest
Biggest
Muslim
Number of
Population
Ethnics
(+ 4 Other
(490+)
Religions)

Largest Largest
Chinese Archipelago
Diaspora (17,000+
(12+ million) islands)

Twitter: @hermawank HERMAWAN KARTAJAYA

Myth vs Reality #4
Indonesia is Next Governor of Jakarta & Next
an Extreme Muslim Nation President of Indonesia

Twitter: @hermawank HERMAWAN KARTAJAYA

Myth vs Reality #5
Lifestyle is for 7 Eleven is a ‘lifestyle for the mass’
the Rich Indonesians in Indonesia

Twitter: @hermawank HERMAWAN KARTAJAYA

 Myth vs Reality #6
Women in Indonesia are 55% of Indonesian Women have own
Desperate Housewives income
87% are de facto Family CFOs!

Source: MarkPlus Insight

Twitter: @hermawank HERMAWAN KARTAJAYA

Myth vs Reality #7
Indonesia is Conservative The Largest Gangnam Sytle Flash
Mob is in Indonesia

Twitter: @hermawank HERMAWAN KARTAJAYA

Myth vs Reality #8
Indonesia is Low Tech 4th largest Facebook users in the world
Jakarta is the Capital City of Twitter
55 mio. Internet users

Twitter: @hermawank HERMAWAN KARTAJAYA

 WHAT
WHY: Is The New HOW:
Reality?
Force of Change in Indonesia

(PPP)

Twitter: @hermawank HERMAWAN KARTAJAYA

The Next President: Jokowi
The Next President

Twitter: @hermawank HERMAWAN KARTAJAYA

The Next President: Jokowi
The Next President

Twitter: @hermawank HERMAWAN KARTAJAYA

 HOW
WHY: WHAT: Facing The
New
Reality
 Customer Path: From Individual to Social

Aware Appeal
AttitudeAsk Act Advocate
Act Again

Twitter: @hermawank HERMAWAN KARTAJAYA

Introducing New Brand Metrics

PAR
Purchase Action Ratio
BAR
Brand Advocacy Ratio

Twitter: @hermawank HERMAWAN KARTAJAYA

The Purchase Action Ratio (PAR)

Act
PAR =

Aware

Twitter: @hermawank HERMAWAN KARTAJAYA

 What PAR really means

PAR = 0.5

Aware Appeal Ask Act Advocate

Brand Market
Awareness* Share
+1% +0.5%

Twitter: @hermawank HERMAWAN KARTAJAYA

The Brand Advocacy Ratio (BAR)

Advocate
BAR =

Aware

Twitter: @hermawank HERMAWAN KARTAJAYA

 What BAR really means

Appeal Ask Act Advocate

BAR = X X X

Aware Appeal Ask Act

Twitter: @hermawank HERMAWAN KARTAJAYA

 Customer Path Across Industry Types

GOLDFISH DOOR KNOB TRUMPET FUNNEL

Industry Category

2-Wheel Automotive Consumer Goods Luxury Goods Tablet (Gadget)

4-Wheel
Automotive
Banking
Cellular operator

Twitter: @hermawank HERMAWAN KARTAJAYA

The Ideal Customer Path: Bow Tie

Aware Appeal Ask Act Advocate

Attraction Curiosity Commitment Affinity

Twitter: @hermawank HERMAWAN KARTAJAYA

Fix the Gap

ATTRACTION CURIOSITY COMMITMENT AFFINITY

Appeal Ask Act Advocate

X X X

Aware Appeal Ask Act

- Brand positioning - Community - Channel - Service blueprint &

and differentiation marketing management customer care

- Marketing - Social media - Sales force - Loyalty program

Communication marketing management

Twitter: @hermawank HERMAWAN KARTAJAYA