Ina snacking industry insight

Meryl Emma / Indonesia Snack Industry (SME) Strategic Insight

indonesia small to medium sizedsnack industry

strategic insights


market insights

Indonesians simply love snacking.

• Indonesians love snacking. The trend towards convenience foods is also consistent with the traditional Indonesian love of snacking.*Markets and shops offer a wide range of snacks, such as fried, baked and sweet foods, including many traditional cakes and jellies.

*DAFF.gov online

• Chips/crisps holding 18% market share out of the total €800 million worth of Indonesian snack market.In 2012, the value of the snack food market in Indonesia reached €800 million, equals to with projected CAGR of 6% to 2017.

Other Snack800,000,000

Chips / Crips160,000,000

2012 Indonesian Snack Food Market

MARKET INSIGHT


*All pictures are courtesy of Google Images. Meryl Emma / Indonesia Snack Industry (SME) Strategic Insight

From FTA to Cable TV, snack is included in all TV screen-based entertainment that spans through all SES segments.

• TV Screen potato couch: old school, but still rocking the show. FTA television is the dominant source of entertainment for the majority of middle class Indonesians. For those who falls in the upper segment, TV engagement is still high, especially on Cable TV and / or DVD watching. This is resulting in many people finding it joyful to consume snack while sitting in front of their TV, as it is a fast, simple mean to add up to their entertainment.*



*DeloitteMARKET INSIGHT

From FTA to Cable TV, snack is included in all TV screen-based entertainment that spans through all SES segments.



MARKET INSIGHT

Snack transcends age, gender and all demographics, geographic to psychographics. The massive widespread audience of this mini meal thus created many niches for snack players to offer.



MARKET INSIGHT

Snack players are also facing a consistently large amount of young people to serve in a long term.

Unlike other countries grappling with constraints on growth caused by their aging population, Indonesia’s young people continue to grow.

Indonesia has one of the world’s youngest demographic profiles - 60% of the population is below 30yrs of age.

According to Euromonitor, youthful markets such as Indonesia are more exploratory in nature, and are readily adapting and engaging with new flavours and product offerings.*

Indonesia 2013 Expansive Pyramid : BPS

*Bordbia Sweet & Snack Offerings in South East Asia



MARKET INSIGHT

People snack and it attach them. They snack when they are doing something fun.

• Snack functions as a complementary item for most kind of home entertainment.When people engage themselves in a form of entertainment, snack goes as the perfect match as it adds up to the joyfulness they already feel.

• Snacking very often is associated with fun and group activities.They snack when they are doing collective refreshing activities.



MARKET INSIGHT

Finally, our collective, social consumer characteristics makes snacking a strong cultural habit in Indonesia.

• Indonesians love gathering and inviting people. Snacks are joyful companion.Where people gather, where snacks are. People often snack for social reason. As Indonesians are known for their collectivist trait, snacking goes as the perfect resort when friends / families are meeting up.

• Events on public screens are another moments to celebrates. Snacks are in it.Indonesians love watching TV alone at home. And yet, they also love to share bigger events with bigger companions, such as the famous Nobar Sepakbola habit.

• Public celebrations also become great opportunities to munch up.Holiday like Lebaran or Christmas are the occasions where snacking is ample. Indonesians consumption on food and snacks increases during these moments.



MARKET INSIGHT

A thin line between snacking and productivity is revealed through researches.

• Adequate nourishment can raise national productivity levels by 20 per cent.A missed or incomplete lunch will lower worker productivity, increase stress, and ultimately lead to afternoon snacking. In the USA, the American Dietetic Association found in 2003 that 67% of workers eat lunch at their desks and 61% snack there.*

• Lack of snack leads to declined productivity.According to a new study by office retailer Staples.com, 57 % of office workers have to buy their own snacks and beverages at work. Consequently, one in two respondents reported leaving the office on coffee or snack runs at least once a day, with some making as many as five trips per day.

*ILO Publication



MARKET INSIGHT

Be the first snack brand to win the heart of the ever growing upper middle segment.

• The proportion of Indonesian middle class has boomed to 56,5% on 2013, leaving a domino effect to the raise of the upper middle and upper segment.Back at 2010, the percentage of Indonesian middle class was only hanging at the number of 36%. Just recently in 2013, the number has arisen to 56.5%, leaping to almost 20% in just 3 years.*

• Local premium segment : an indeed promising market to explore. The ever-growing number of Indonesian middle class in the past 4 years have captured the confidence of many premium retailers, such as UNIQLO and Galeries Lafayette.

*Indonesia Cabinet Secretary Official Website



MARKET INSIGHT



Among the famously collective Indonesians, snack is not merely something you eat to relieve hunger. Snacking is a social tool.

MARKET INSIGHT

Among the famously collective Indonesians, snack is not merely something you eat to relieve hunger. Snacking is a social tool.



MARKET INSIGHT

Relief Hunger

Satisfy Indulgence /

Craving

Sharing to Others (at work, etc)

Satisfying Family / Friends

Courtesy

Reducing Stress

(Studying, Working)

Entertainment Companion (TV, Cards)

Celebration

Personal

Social

Snacking has the personal crave benefit, but it serves more social function.

A rather balanced functional and emotional value proposition.

Snacking gives slightly more social benefits to the consumers, yet the strong craving factor in snacking makes it something personal as well.

Fair to say - people might take it for granted, but snack matters more to their lifestyle than they think it does.



MARKET INSIGHT


competitive insights

By chance (or not), current snack brands have built somewhat common positioning.

• Most snack brands are using friend-like, catchy invented expressions and tone.Brands like Maicih, Karuhun, Djoeragan Tempe and many others are capitalizing on invented terminologies that ‘break the ice’ and fits most Indonesians for its ‘traditionalism’ feel.

• Consistently buzzing it everywhere.These terms are buzzed out consistently towards all means of communication they have - text message, social media, even direct interaction. This enforces familiarity and creates a more convenient way for consumers to differ between each brands, which one is who.

• Presenting ‘traditional familiar figures’ that adds clutter to consumer recall process.The prominent numbers of snack players attaching a traditional figure to their brands are beyond expectation. These brands are competing each other in creating a familiar figure who would appeal most to the already cluttered consumer minds.

COMPETITOR INSIGHT Current Situation



Though other players that give up to compete with the ever-increasing ‘traditional familiar figure’ image are also big in size.

COMPETITOR INSIGHT Current Situation




Looking at the growing Indonesia SME brands.

COMPETITOR INSIGHT Maicih

Brand Description

BRAND VALUESYOUTH, CULTURE, NATURE, FAMILY

Brand Vision & Mission

Supporting local culture and preserving nature throughout the spirit of youth and family.

Supporting local culture and preserving nature throughout the spirit of youth and family.

Brand Fact

Consistently holding events involving Sundanese Cultural Art, like Karinding, Jaipongan, etc, as well as modern art through independent musicians.

Brand Strapline

For Icihers with LoveFor Icihers with Love

Youth, culture, nature, family



PRODUCT PRICE PLACE PROMOTION


KERIPIK SINGKONG

LV.0

SUHU ORIGINAL

BURING-KAL

ORIGINAL

KERIPIK SINGKONG

LV.10

GURILEM ORIGINAL

HOT

KERIPIK SINGKONG

LV.3

Reaching Malaysia

Dynamic packaging rejuvenation.

Continuous business expansion with expression rejuvenation adds up to the brand’s sustainability.

6 INGREDIENTS 11 FLAVOR

KERIPIK SINGKONG

LV.5

MACARONI

MACARONI LAMPION

MACARONI NYERE

MACARONI HILEUD

BASRENG ORIGINAL

HOT





Winning the most offline channel presence, slowly lifting the brand closer to the modern snack market level.

RESELLER 1MOVING VEHICLE 2MODERN RETAIL 3SNACK STORE / AGENT 4



Working partnership with online community / media

Community Magazines


Creating up Catchy, Ownable slangs and employing familiar

terms.


Live events that focus on

‘traditionalism’ value

Investment on various communication channel while strengthening community relation - keeping the brand ‘top of mind’ among the surrounding me-toos.





Cascading down brand values the correct way.



COMPETITOR INSIGHT Maca Macaroni

Brand Description

Serves as a nostalgic friend for your craving of the old school macaroni.


Maintaining the original taste of macaroni while adapting to today’s trend and innovation by serving various, unique flavors that can be duplicated by none.

Brand Fact• Using ‘Macapreneur’ & ‘Macamaster’ term for their reseller & agent.

Brand Strapline

The Best Macaroni Snack in The Town! / Snack Makaroni Goreng Teman Nostalgia Kamu

Your Old School Craving




Product differentiation : using angel’s hair spaghetti (lidi).


MILIDI

HOT

LV. 0

LV. 2

LV. 4

HOT SUPREME CHEESE

HOT GRILLED

CORN

HOT GRILLED

BEEF

SUPREME CHEESE

GRILLED CORN

GRILLED BEEF

NOT HOTORIGINAL

MAKARONI


Product differentiation goes along the brand’s mantra. Talking about old school craving, a good brand should stick with it by any means.

HOT

LV. 0

LV. 2

LV. 4

HOT SUPREME CHEESE

HOT GRILLED

CORN

HOT GRILLED

BEEF

SUPREME CHEESE

GRILLED CORN

GRILLED BEEF

NOT HOTORIGINAL





Reseller 1

Snack Store / Agent 2Campus Canteen University of Indonesia

3

Strategically placing the brand in the middle of its potential target audience, such as campus.





Capturing audiences’ positive compliments and sharing them through social media / brand website.



COMPETITOR INSIGHT Mamade

Brand Description

“MAMADE” is a homemade snack originally made from our secret recipe with one hundred percent safe ingredients carefully handmade to ensure your highest pleasure.


N/A

Brand Fact • Mamade brand communicates in EnglishBrand Strapline Heaven in Your Mouth

Ensure Your Highest Pleasure





HOT MACARONI

HOT & SALTY MACARONI

ORIENTAL MACARONI

ROASTED CORN MACARONI

CHICKEN WITH ONION

MACARONI

CHICKEN CURRY

MACARONI

CHEESY MACARONI

SMOKED DUCK MACARONI

SHREDDED BEEF (ABON)

MACARONI

Staying true to who you are. Rejuvenation has to go along with the brand’s initial tone and look and feel.


Expression rejuvenation that sticks to the previous visual corridor.



Benefiting from the many free promotion initiated by resellers. Though effective sales-wise, this collective, unguided promo might bring more harm than good towards brand mantra building when the brand gets bigger.





COMPETITOR INSIGHT Makaronikoe

Brand Description

MAKARONIKOE.. The Best Makaroni Snack in town..Tersedia dlm 8 rasa yang siap bikin ketagihan.. Pstnya enakk,gurihh, dan kriukk...


N/A

Brand Fact• The brand has recently rejuvenated its expression.

• Neat product photography & web management.

Brand Strapline

The Best Makaroni Snack in Town

The Best Macaroni Snack in

Town




The 8 most popular flavoring

Many brands stay in the comfort zone when it comes to product differentiation. Focusing time, money and effort on sales & promotion.


HOT MACARONI

ORIGINAL MACARONI

CHICKEN ONION

MACARONI

CHICKEN CURRY

MACARONI

ORIENTAL MACARONI

CHEESE MACARONI

ROASTED CORN

MACARONI

SMOKED DUCK

MACARONI







Avoid building relationship with ‘motivational’ promotional messaging without a certain brand mantra, highlighting on functional benefit.


‘Motivational’ promotion message that is uniformed with others due to the lacking of strong Brand Mantra.

With no strong Brand Mantra / Platform, the best brands can promote is the functional benefit.

Brand Maicih Maca Macaroni Mamade Makaronikoe

Brand Target Audience

Urban M/F 15-40yo. Middle - Upper Middle - Upper

Class.

Urban M/F 15-40yo. Lower Middle - Middle - Upper

Middle.


Middle.


Middle.

Brand Personifi-cation

Brand Personifi-cation

Humble. Pleasant. Leadership. Pride.

Independent Culture. Loyalist. Fashionable.

Fun. Youthfulness. Old school. Entertaining.

Modern. Dignity. Smart. Neat. Polished.

Neat. Friendly. Simple.

COMPETITOR INSIGHT Personification



COMPETITOR INSIGHT Competition Matrix

Emotional

Functional

EleganceAmusement Meryl Emma / Indonesia Snack Industry (SME) Strategic Insight



Looking ahead on bigger brands.

Title

Low / No Transfat

24%

All Natural Product

15%

Kosher

No Additives

13%

Low / No Allergen

Gluten Free

Low / NoCholes-terol

Green Pack

Low / No Sodium

USACHIPS

Top New Product Claims - Snacks in the USA 2010

*Mintel, through Canadian Gov. Agri Report 2011

With audience highly aware on health issue, US chips have long been promoting health-friendly claims that focus on Naturalism, bearing 0 Transfat & Additives.

COMPETITOR INSIGHT



With audience highly aware on health issue, US chips have long been promoting health-friendly claims that focus on Naturalism, bearing 0 Transfat & Additives.

COMPETITOR INSIGHT



Meanwhile, minimum exposure on health issue is spotted on local snacks, due to insignificant consumer concern on the very topic.

COMPETITOR INSIGHT



Brand Description

Simply Balanced was created to give shoppers easy options for eating well. The more than 200 Simply Balanced products are made with wholesome ingredients and a good portion of the line is organic.


Giving guests more of the ingredients they know and want— like great-tasting, wholesome food that’s free of artificial flavors, colors and preservatives.

Giving guests more of the ingredients they know and want— like great-tasting, wholesome food that’s free of artificial flavors, colors and preservatives.

Brand Fact• The brand was formerly known as Archer Farms

Simply Balanced, first launched in 2009 as a sub-brand of Target’s Archer Farms brand.

Brand Strapline Take the guesswork out of eating well.Take the guesswork out of eating well.

COMPETITOR INSIGHT Simply Balanced

Healthy and organic foods at

great prices



PROMOTION

Maintaining tone consistency of expression on all communication points.




PROMOTION

Reduce confusion for your loyal consumers. Communicating any change on your brand to them strengthen your brand-consumer relationship.




Brand Description

The brand is made by Pete Lescoe, inspired to create a unique new snack with great taste, real ingredients, and sophisticated flavor - the qualities he is most passionate about in food.


Making a unique new snack with great taste, real ingredients, and sophisticated flavor.

Brand Fact • n/aBrand Strapline Healthy and organic foods at great prices

COMPETITOR INSIGHT Food Should Taste Good

Uniqueness and Sophistication



PROMOTION

When visual is not enough, capture your consumer’s attention through captivating copy.




PROMOTION

Snack is meant to be innovative. All kind of tastes, all kind of possibilities.




Brand Description Root of all evil is hunger. Kill Hunger, Kill Evil.Root of all evil is hunger. Kill Hunger, Kill Evil.


Root of all evil is hunger. Kill Hunger, Kill Evil.Root of all evil is hunger. Kill Hunger, Kill Evil.

Brand Fact

• They revolve all their communication around Hunger and zone out broadly the content and communication on Hunger, Food etc. They have created a character sketch and a way of talking that extends itself right from the TVC to the various platforms on Social Media such as uploaded videos on YouTube, Facebook page, Twitter)

• They revolve all their communication around Hunger and zone out broadly the content and communication on Hunger, Food etc. They have created a character sketch and a way of talking that extends itself right from the TVC to the various platforms on Social Media such as uploaded videos on YouTube, Facebook page, Twitter)

Brand Strapline

• n/a• n/a

COMPETITOR INSIGHT Hippo Snack

Hunger Fighter



PROMOTION

Every brand has a story to tell, and to stick to.




PROMOTION

Benefiting from socio-cultural scene. Every life event = an opportunity for the brand to talk - subconsciously earning points on consumer mind.




PROMOTION

Sticking up to a certain brand IDEA that goes down to every expression and communication message.




Brand Description

High-quality snacks from around the world! Naturelle nuts, crazy rissnacks and juicy apricots. Or delicious chocolate and yogurt coated fruit. What is your favorite?


n/a

Brand Fact • n/aBrand Strapline 100% Passion

COMPETITOR INSIGHT Premium Snacks

100% Passion



PROMOTION

One voice, one tone, keeping simplicity.

COMPETITOR INSIGHT Premium Snacks



Brand Description

MUJI came into being as a result of a call to return to simplicity in daily life. We provide our customers with the basic things they needed in their lives. These items are made from quality materials with no unnecessary frills and are sold at reasonable prices.


Not to be a BRAND.Not to be a BRAND.

Brand Fact

• Through the years, MUJI has developed the creation of ‘No Design’ products to discovering the value of keeping most of the products natural, highlighting the functionality and manufacturing process enhancing the values of design.

Brand Strapline

• n/a• n/a

COMPETITOR INSIGHT MUJI

Simplicity in Daily Lives



PROMOTION

MUJI is a living proof that a strong brand value can outsmart advertising and sophisticated marketing effort.

MUJI no brand strategy. They spend very little on advertising or classical marketing, their success is by WORD OF

MOUTH and a simple shopping experience.

Yet MUJI’s simplicity, back-to-basic credo attracted many Early Adopters. Those who influence, and not limited to creme de la creme.

COMPETITOR INSIGHT MUJI



Brand Description

Harvey Nichols is the world’s leading international luxury fashion destination, a one-stop-shop for the most exclusive brands in fashion, beauty and food.


N/A

Brand Fact

BRAND VALUESFashion LeadershipExclusive but AccessibleFeel Good Experience

Brand Strapline

• n/a

COMPETITOR INSIGHT Harvey Nichols

Luxury in fashion, beauty

and food



Brand Description

Peckish is the top-notch noshing option for those in-between-meal times. We deliver delectable portion-controlled packages of wholesome snacks customized just for you.


Our mission is to work with nutritionists and search for a wide variety of quality, delicious and nutritious snacks from around the world

Brand Fact

• The brand is a healthy snack subscription service that will deliver delicious and good-for-you snacks right to you desk.

• The brand essentially targets working professionals to order snacks from their work.

Brand Strapline Nosh. Nibble. Nourish.

COMPETITOR INSIGHT Peckish

Ease in Healthy Snacking at Work



Brand Description

Nothin’ But each bite is an experience, each experience a moment.


To give people a choice, make them smile, and make the most delicious, nutritious, and sense satisfying bars and snacks we can.

To give people a choice, make them smile, and make the most delicious, nutritious, and sense satisfying bars and snacks we can.

Brand Fact• The brand use ORGANIC credo ( organic oats, organic

cane sugar, honey, nuts, seeds, and dried fruits) to lift the PREMIUMNESS.

Brand Strapline Nothin’ But Ridiculously DeliciousNothin’ But Ridiculously Delicious

COMPETITOR INSIGHT Nothin’ But

Unparalleled heights of

deliciousness




Taking a look at other food and beverage big brands’ Brand Mantra.

Finger-lickin’ Good Bet’cha can’t eat just one. Melts in your mouth not in your hands.

Open Happiness Taste the Rainbow Think Outside the Bun

Snap! Crackle! Pop! Unexplainably Juicy Hungry? Why Wait?

COMPETITOR INSIGHT Big Brands’ Brand Mantra




strategic summary

‣ Insights ‣ Area Concerned ‣ Strategic Suggestion‣ Strategic Suggestion

‣ Local premium segment : an indeed promising market to explore.

‣ Brand Communication

‣ Begin with communicating to the upper middle and upper segment to win their awareness and establish the brand’s market arena.

‣ Cascading down brand values the correct way. ‣ Brand Values ‣ Avoid too much emphasis on other positive values apart from the

brand’s.‣ Avoid too much emphasis on other positive values apart from the

brand’s.

‣ Strategically placing the brand in the middle of its potential target audience, such as campus.

‣ Brand Placement

‣ With the brand credo of Social Attachment and Productivity / Creativity, possibility for future placement expansion is stretched out to areas such as office canteen.

‣ Capturing audiences’ positive compliments and sharing them through social media / brand website.

‣ Brand Promotion

‣ Before having a clear communication roadmap, the most riskless and simplest way to promote BrandX brand is by publicizing consumer positive sentiments.

‣ Benefiting from the many free promotion initiated by resellers. Though effective sales-wise, this collective, unguided promo might bring more harm than good towards brand mantra building when the brand gets bigger.

‣ Brand Communication‣ Create a simple content guideline for your

Resellers to individually promote BrandX brand.

STRATEGIC SUMMARY

Creative Agency Canteen

Publicize Consumer Tweet

Attract Premium Class



‣ Insights ‣ Area Concerned ‣ Strategic Suggestion‣ Strategic Suggestion

‣ Avoid building relationship with ‘motivational’ promotional messaging without a certain brand mantra, highlighting on functional benefit. ‣ Brand Communication /

Brand Mantra

‣ Create a communication content that emphasis the value of Social Attachment and Productivity / Creativity.

‣ We have the personal crave benefit, but we serve more social function.

‣ Brand Communication / Brand Mantra

‣ Create a communication content that emphasis the value of Social Attachment and Productivity / Creativity.

‣ Benefiting from socio-cultural scene. Every life event = an opportunity for the brand to talk - subconsciously earning points on consumer mind.

‣ Brand Communication ‣ Utilize every public event as an opportunity to ‘talk’.

‣ With audience highly aware on health issue, US chips have long been promoting health-friendly claims that focus on Naturalism, bearing 0 Transfat & Additives.

‣ Brand Communication ‣ Start highlighting the Health Benefit once the Healthy Product Line up is

launched. This is especially important to appeal to the health-aware premium segment.

‣ Start highlighting the Health Benefit once the Healthy Product Line up is launched. This is especially important to appeal to the health-aware premium segment.

‣ Every brand has a story to tell, and to stick to. ‣ Brand Communication ‣ Create a brand story to integrate on BrandX initial brand communication.‣ Create a brand story to integrate on BrandX initial brand communication.

Productivity / Creativity OR Social Attachment

Public Election / National Holiday

STRATEGIC SUMMARY



Ina snacking industry insight

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Transcript of Ina snacking industry insight