Instinct May Be Better Than Research
A marketing research study usually asking consumers about their attitude, their behavior and and their opinion on many things. Problem is there are many instances that consumers are trying to rationalize their decision making and opinion, but yet we are all know that they are not a rational consumers.
Their rationale is mostly based on their experience or current knowledge. Hence if they asked about “new product to the market” (the product is totally new and no one actually seen it or taste it before) they will be difficult to give a proper answer or probably will answer based on the product category closest to it.
Rumors says that Kopiko did a study prior its launch, and the result come back with a “No Go” recommendation (do not know if it is true) and I do not know the method of the study.. its only a rumor OK… But I can understand if that consumer reject the idea coffee candy, because to them coffee should be hot and drank in the afternoon.
Luckily they follow their instinct and they now sold in many countries, one of the Indonesian pride
NPD: Mie Sedaap Kari Special
Mie Sedaap just launched a new variant called: Mie Sedaap Kari (curry) special . To tell you the truth, when it first launch, I was 
thinking.. “What…? curry variant..?”. I was a bit taken a back by this move because:
- They already have curry variant
- Many tried in this segment without having a good success (i.e Kare and some other curry variant both from Indomie and Mie Sedaap)
To me it is very daring move and it seems they very serious about it, they support it heavily on the communication. I am now start finding the product in some retailers already, means they also support the distribution quite strongly.
Will they succeed or this product will be another failed new launch? I do not know, but with this new launch, I think what Mie Sedaap trying to do is to excite the market. If it later it proof to be not so successful product, it is still good for the umbrella brand, so it is not a total lost for them.
Will keep an eye on this product … 
IPad revisited
I think I am not really fair in my previous post about iPad, its funny, but I think I am not fair. Let me offer you a different perspective.
Think about who will benefit most of this iPad,
- I think a professional (and not so Pro) photographer could be one of them, not for manipulating the picture of course, but to show their portfolio. They can also check the result of photo shoot immediately. The laptop can stay at home.
- Fulltime blogger also could be one of them, they only need internet connection and web browser to do the work, why bother to bring heavier laptop
- You and me, who just want to surf internet, read book, mail and watch video. This is an awesome tool for us.
In short, it built for specific task and it work beautifully for specific task and it looks disgustingly beautiful too. It is not all around tool, so comparing it with notebook is not fair, different usage. Comparing it with Kindle it will shine, comparing it with other windows tablets you will see why Windows tablet never really took off.
BCA Flazz Parking test
I am bit curious with BCA flazz advertising which said it faster than cash when we paid the parking ticket.. is it true..? Especially they use Rp 2.000 as the bench mark.
And then I decided to check it myself… , I know the ad is exaggerated, most of the ad are, but it will be nice to see how many second actually Flazz competed the transaction compare to hard cash. First here is the advertisement :
Yesterday I did a small “parking” test, somewhere in SCBD to measure “time to complete parking ticket transaction” using Flazz card, Rp.2.000 and Rp. 20.000 denominator. Same location, same car, same driver, same parking gate, same parking cost (Rp. 2.000).
For each denominator, I did it only once so it is far from perfect study and it just for fun only. The timing is measured from the cashier receive the money or card to the gate fully open. and the result is as follows (rounded to the closest second):
- The Flazz Card: Time needed to complete the transaction : 14 second
- The Rp. 2.000 denominator : Time needed to complete the transaction : 4 second
- The Rp. 20.000 Denominator : Time needed to complete the transaction : 13 second
With this scenario, I think Flazz Card will not beat the “uang pas” and it may need same timing to complete the transaction if the cashier have to give you exchange money. However Flazz will always give you peace of mind knowing that you always have just enough money for most of the things, more to convenience rather than faster transaction I suppose.
IPad the new toy from Apple
I am sure you have read many websites about this new shiny product form Apple called IPad, I know the name resemble a brand of Sanitary Napkins. Some fans are swearing at it, but the diehard Apple fan swear by it.
Ok let me summarize what they talking about.. first the Cons:
- It just IPod on steroid, can’t do much more than IPod
- No Flash, No USB, No Camera, No connection for cable
- Can not use other browser like firefox, or read ebooks purchased from other than Apple store
- Named like Sanitary napkins
Now lets see the Pros;
- It shiny and cool
- It shiny and cool
- It shiny and cool
- Named like sanitary napkins
So if you asked me will buy it or not… I will say “not now” the book reading feature will not work for Indonesian. Can’t buy anything from Apple store. Personally I will wait for Second or third generation (they may launch new variant like IPad Maxi or IPad night or wings…), my MacBook serve me better for now.
BTW for Indonesian, You will have a chance to buy this product around March at the price of Rp. 7 million or 20-40% above the retail suggested price.
Tory advert, really tore my eyes and ears
At first when I saw this ad, It really annoy me, is Garuda Food losing their touch? or do they have other tricks in their sleeve. But now I think I know where it lead to… Annoying at first and later can be turn into funny ad as you see in this series of ads, which I am sure they copy the concept.
I am not really agree with copying, but who cares…! This series of ads will give you a hint what are they going to do next… So bear with me…
First, I am sure they got the idea from this ad (http://www.youtube.com/watch?v=IDnOlcBZxH4)
Great product how do we know it…?
Have new product and you think it’s great? Test it to your target segment, not to your board of directors and employee to make “go-no-go” decision , they are soo corrupted and not your target market.
When you got the result, first thing to check is the top two boxes (proportion of consumer that rate favorable to new product). Got 70% – 80% …? it’s good but don’t be too happy because in Indonesia it means just OK as Indonesian tend to be nice. 70%-80% favorable is a lukewarm acceptance. More than 80% is something that we looking for… potentially its great product…
Second thing to check is the top box, or consumer who give you the highest favorable rate, means the most excited about the product. Got more than 25%…? it’s great no need to wait any longer.
Start marketing or campaigning to this excited target consumers, know who they are, what they do, which media they use… nail them down.
Minutemaid Pulpy Orange after 2 years of launch
The good thing working in a research company is you can track the performance of a product that fascinated you… I wrote about Minute Maid Pulpy Orange about a year ago, and checking their performance again now… most of the New Product Launch will not last for one year if they fail.
I can see that this product is have very good performance compared to last year, so why this product can be quite successful. I asked some friends who bought this product for their lunch and this is one of them.
Q. Why do buy this product ? Obviously you like it but why you like it…?
A. More fiber is good, thats you got more from this juice
Q. Wait, you think this is juice…? The manufacturer never said it is juice loh… I am pretty sure that it just flavored water
A. Really…? but it has pulp in it, and it is coming from the orange right…?
Q. Yes, they just added the pulp which probably a by product of a real orange juice. So is that why you buy this product… you think it is juice?
A. Yes… But I like the flavor too, its not too bad and the pulp is healthier choice… come to think of it, it seems on the bit expensive side yah, if this is not juice.
Some more interview with other purchasers, I can say that most of them like the pulp which they think its healthier choice. Like the flavor regardless of this product is real juice or not.
So I probably can say that the product acceptance is (very) good, some of them think that this is real juice with pulp but they OK with the flavor. Combined with heavy communication and attractive ad make this product is successful in the market
So… good job Minutemaid Pulpy Orange…
History of Cigarette Kretek – Part I
No doubt, “Kretek” cigarette dominate the cigarette market in Indonesia at staggering 90% share. This kretek cigarette is a genuine Indonesian invention and Indonesian has been smoking it for more than 100 years. It will be interesting to know the history of this humble Kretek and its development trough out the year till become one of the Indonesia Icon.
Pre-Kretek History
It all started when in 1490′s Columbus discover America continent and reporting back to europe that the ingeniuos people are smoking “leave”. Cut the story short, the colonial (dutch) brought tobacco to Indonesia and plant it here, it strive and Indonesian start to smoke it too. At this time Cigarette is mostly handrolled, if there is no paper to roll the tobacco, Klobot (corn husk) will do.
The very well known legend related to cigarette is Roro Mendut , a very hot and sexy lady who live in the 17th century in Mataram Kingdom who refuse to married a very powerful man (Wiroguno), instead she chose the humble Pronocitro her sweet heart.
Wiroguno finally applied a very high tax to her (although she did not have any income) in hope that she can not pay the tax and marry him instead. Knowing that she is hot and beautiful, the defiant Roro mendut sell cigarette that been rolled and use her saliva as the glue to the highest bidder. Although she paid tax, she finally died together with her love life pronocitro just like Romeo and juliet. Read more
