Basic Statistic
Sering kali dalam pekerjaan kita, statistik tiba tiba dibutuhkan untuk menganalisa sebuah data. Seorang brand manager harus membuat prediksi berapakah penjualan 5 tahun mendatang, atau berapakah sales yang akan dicapai bila distribusinya bertambah 10 point misalnya.
Memang untuk analisa statistik yang advanced sebaiknya serahkan saja pada yang ahli tetapi tidak ada salahnya kita tahu tentang basic statistik, siapa tahu sewaktu waktu dibutuhkan. Read more
Indonesia is in a good mood
Last year is not a good year for most of us, that is what I heard from some friends in some industries, many are missed their volume yearly target.
Retail study shown that generally most product sales were declining starting in Q4 2008, Q1 2009 situation is getting worst and stabilize in low level in Q2 and Q3. In Q4 though, I saw some recovery in sales and Indonesia managed to close 2009 festive season just slightly higher than last year.
I read another report today, this time is among consumers (among Internet users, done by Nielsen global in almost all countries), impressively saying that Indonesian has the highest confidence level when asked about economic condition compare to any country in the world.
Population in Indonesia
This following is some data on population in Indonesia projected up to 2010 for our reference. Since the file is big, wait for a moment to load the file and “play” it.
Growth, Breakdown age (Umur) and Province (Provinsi)
Cheer
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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
BrandLift, Facebok-Nielsen colaboration
BrandLift is a hot topic in Marketing research circle is the new initiative from Facebook and Nielsen Co. A Research method to measure consumer attitude and purchase intent among Facebook’s 300 million audience.
Why is it important for Facebook? Because the industry is still reluctant to advertise in Facebook due to the unmeasured performance of the ad. With this research method, they hope that it will increase confidence among its (potential) client to advertise in Facebook.
For Nielsen, Facebook so far is a black box that need to be opened. It has 300 million audience or about 15 percent of all U.S. display ad views, this is a quite big coverage hole for Nielsen or anybody else in the Industry. Having access to study facebookers will give Nielsen a major advantage in competition.
Some pre-preliminary studies is actually conducted before the press release to day. One of the client is Sony Pictures who use the tool to asses consumer reaction towards some of its movies.
Sony said that Facebook campaigns for “District 9,” “The Ugly Truth,” and “Julie & Julia” performed well, by Nielsen’s measure. In the case of “The Ugly Truth,” after seeing an ad on Facebook, women 34 and over were more than 80 percent more likely to see the movie…
This is equally important in Indonesia as 16 million of Indonesian is now registered in Facebook compare to last year which is about 600.000 or so… a huge-huge jump, I will not surprised if the service will be rolled out to Indonesia very soon.
Indonesia Socio Economic Status 2010
There are a lot of controversy in this SES (Socio Economic Status) profiling by Nielsen Indonesia. Some suggest other alternative, some are conveniently using it , some use it like there is no alternatives and few are hate it to the bone.
Before you read further… I remind you that this is my personal views not in anyway trying to be a spoke person of Nielsen or anybody else.
If its too rational, it doesnt make sense
When discussing result study on advertising, most of the time we heard consumers complaining that the ad is “un-realistic” or irrational. Some of clients taking it very seriously and wants to change the ad to make it more “realistic” or rational.
Unless it draw very negative feeling among the potential consumers, I will suggest that some “un-realistic” component in the ad can be a good thing. I’d rather focus on whether the ad can communicate the brand clearly, or is the message can be understood, or is the ad unique and not to be confused with other brands.
Make the ad “rational” will potentially make it losing its wow factor, become plain and easily forgettable. An ad should tell the story, an enjoyable story telling that is, especially if we want to talk about the image to create emotional appeal.
Consumers will understand, it only an Ad, they want to be entertained and most of their purchase is not based on rational anyway. So if your ad is too rational, it does not make sense even to the eyes of consumers.
One of good example of ad is Gulaku, I love the way they tell story about the humble sugar… very magical… can’t imagine if they are using rational approach… here is the ad.. enjoy..
Hygiene Factor & Motivational factor
Some years a go when consumer asked about why they shop to certain modern retailer, cleanness along with variety of the product are always be the major factor. But not anymore, they now talking more into short queue, discount rate and freshness of the product.
Is it mean that cleanness and variety of the product no longer relevant for the consumers..? Far from it, it now become the hygiene factor to all modern retailer. Something that they expect all modern retailer have. If the modern retailer do not have this aspect, the consumers will feel uncomfortable and most probably will leave the store immediately. However, this hygiene factor will not make the consumer excited about the product or services.
What can make the consumer excited about our product and services? That is called motivational factor. in our case above are discount rate and freshness. If these factor presence in a retailer, it will likely to motivate the consumers to come.
So if a retailer having less visitor, it can be from both factor, however if the consumer come but not really excited about the retailer, it most probably lack of motivational factor. As an analogy : If a modern retailer advertise how clean their stores are… it’s like you are telling your date that you take bath everyday to impress him or her.. not gonna work… and if you not taking a bath at least once a day, she will run a way, I guarantee…
Every product category or services has its own hygiene factor, checking the hygiene factor is recommended every two years or so… Qualitative study will give you the information on what is the Hygiene factor for your product or services and what is the motivational factor.
Think about your company (or company where your are working) now… are they lack of hygiene factor or motivational factor.. or just perfect as it is now… what is the hygiene factor and what is the motivational.
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.
