Post on 29-Jan-2015
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transcript
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Seminar on “Business Opportunities in An Integrated ASEAN”
August 13, 2009
HERMAWAN KARTAJAYAPresident of World Marketing Association
Tri-Founder of Philip Kotler Center for ASEAN MarketingCouncil of Advisors of ASEAN Foundation
One of 50 Gurus Who Shaped the Future of Marketing - CIM, United Kingdom (2003) Recipient of The Distinguished Global Leadership Award - Pan Pacific Business Association (2009)
RETHINKING MARKETING IN ASEAN!
New Approach, “New” Market
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Why?
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ASEAN Air Caravan ASEAN Day 2009
Breakfast in JakartaBreakfast in Jakarta
Dinner in Bangkok
Dinner in Bangkok
Lunch in Kuala Lumpur
Lunch in Kuala Lumpur
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ASEAN Air Caravan ASEAN Day 2009
Breakfast in JakartaBreakfast in Jakarta
Dinner in Bangkok
Dinner in Bangkok
Lunch in Kuala Lumpur
Lunch in Kuala Lumpur
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The three pillars of ASEAN Community
Economic Integration and
Cooperation
Human and Social Development
Regional Peace and Stability
PEACE PROSPERITY PEOPLE
ASEAN Community 2015One Vision, One Identity, One Community
ASEAN Community 2015One Vision, One Identity, One Community
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ASEAN from the Top
Politics Economics Culture
Economy
Market
SocialCulture
PoliticalLegal
Technology
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ASEAN: Politically and Economically Dissimilar, Culturally Similar?
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ASEAN: Politically and Economically Dissimilar, Culturally Similar?
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Economy
Technology
Market
PoliticalLegal
SocialCulture
One to ManyOne to Many Many to ManyMany to Many
GovernmentGovernment
GovernanceGovernance
BeliefBelief
HumanityHumanity
CloseClose OpenOpen
G7G7 G20G20
The landscape is changing, we’re increasingly living in the new horizontalized world…
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CHANGE AGENTS
COMPETITION CONNECTOR CUSTOMER
COMPANY
4C LANDSCAPE 5C GLOBOSPHERE
…in a connected landscape
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SOCIAL SOCIAL
EXPERIENTIAL EXPERIENTIAL
MOBILE MOBILE
The Three Connectors in New Wave LandscapeBeware Of Their Emergence
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Several examples of connectors
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What?
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The imperative for ASEAN MarketersThe Shifts in Approach: From Nine Core Elements to 12Cs
LEGACY MARKETINGLEGACY MARKETING
Segmentation
Targeting
Positioning
MARKETING MIX
Price
Promotion
Branding
Process
Differentiation
Product
Place
Selling
Service
NEW WAVE MARKETINGNEW WAVE MARKETING
Communitization
Confirmation
Clarification
CROWD COMBO
Currency
Conversation
Character
Collaboration
Codification
Co-creation
Communal Activation
Commercialization
Caring
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Think of the emerging community out there!
Hint: New Active Youth
http://www.14thaseansummit.org/thailand_activities_08.php
ASEAN Discovery:ASEAN Cartoon and Comic Book for ASEAN people and its
culture, launched in the 42nd ASEAN Ministerial Meeting in Thailand 2009
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Think of the community: New Active Youth
The Baby Boomer gen is the legacy community
…and the children of the web are in the new wave communities
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How?
Hint: Ride the Growth Momentum of Indonesia
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Indonesia: 101 years after its National Awakening
Political – Legal FrontPolitical – Legal Front Economic FrontEconomic Front Social – Culture Front Social – Culture Front
“Indonesia's success in building democratic institutions in just 10 years is equally remarkable.”- “Indonesia Is a Model Muslim Democracy” by Paul Wolfowitz, The Wall Street Journal, July 17, 2009
“Indonesia’s economy is set to emerge a “winner” after avoiding the worst of the global financial crisis, the World Bank’s country director said. ” - Bloomberg, July 10, 2009
“The online generation in Indonesia is saying that “we're not afraid” - ABC News, July 28, 2009, from the article “Bombs are so 2001: terrorism fight goes online”
“Indonesia Unite is a way for us to say to the outside world that, 'hey, look, this is Indonesia and we're OK, and we're united” Enda Nasution
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High expectation towards the next five-year term of SBY
Indonesia is the third fastest growing major economy in Asia after China and India.
World Bank: “Indonesia is a positive outlier in the world right now.”
Asia’s third-most populated country has also skirted recession, unlike many of its neighbors that rely more on exports.
Declining interest rates helped boost consumption, which accounts for more than 60 percent of Indonesia’s GDP.
Indonesia is the third fastest growing major economy in Asia after China and India.
World Bank: “Indonesia is a positive outlier in the world right now.”
Asia’s third-most populated country has also skirted recession, unlike many of its neighbors that rely more on exports.
Declining interest rates helped boost consumption, which accounts for more than 60 percent of Indonesia’s GDP.
Bloomberg.com article, “World Bank Says Indonesian Economy a ‘Winner’ Amid Global Slump”, July 10, 2009
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The economy is considered as the Southeast Asia unlikely star
China
India
Indonesia
ASEAN-5
World
USA, Europe, Japan
Jan-08 Oct-08 Jan-09 Apr-09 2010P
• Indonesia’s economy was “saved” from the worst of the global recession by robust domestic demand, Vice President designate Boediono said in Singapore on July 28. Growth this year will be about 4 percent, he added.
• “We have gone through the worst of the crisis,” Boediono said. “Now we’re seeing some light at the end of the tunnel.”
• Indonesia’s economy was “saved” from the worst of the global recession by robust domestic demand, Vice President designate Boediono said in Singapore on July 28. Growth this year will be about 4 percent, he added.
• “We have gone through the worst of the crisis,” Boediono said. “Now we’re seeing some light at the end of the tunnel.”
GDP Growth 2009 and 2010
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The social culture is traditionally very nationalistic and creative
Indonesia:
has the most users of Friendster (30.3%) and Multiply (22.5%) – www.alexa.com
Has the 7th most users of Facebook
Has recently created the number one trending topic “#Indonesiaunite” in twitter
Has 179 million mobile phone users
Indonesia:
has the most users of Friendster (30.3%) and Multiply (22.5%) – www.alexa.com
Has the 7th most users of Facebook
Has recently created the number one trending topic “#Indonesiaunite” in twitter
Has 179 million mobile phone users
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…and the younger generation are ASEANist too, who live by the spirit and transformation of ASEAN
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Thank You