Deeper Look into Indonesian Consumers

Despite being defined as APAC’s digital laggard with low internet penetration on its 264 million population, Indonesia has the highest possibility to grow even bigger with forecast of additional 13.4 million by 2022

Millennial generation is said to be the main driver for Indonesian market makeover.

Indonesia today is one of the world’s most dynamic and fastest growing markets for FMCG. Accenture estimates that the country’s consumer goods and services market is projected to grow by 40% in 2020 to reach 69 million people, which also grow from $1.3 billion in 2015 to US$ 7.9 billion by 2020, a six-fold increase.

Based on the market potential in APAC and specifically Indonesia, it’s very important to have the understanding about who buy what, by when, in where, and how, because the winners in this new world will be companies that have an RTM strategy that’s fit for purpose in this changing landscape.

Route-to-Market is basically the knowledge to understand the behavior of the certain typical buyer towards certain typical store types. The five key questions on Route-to-Market (RTM) analysis are:

  1. Who are the consumers: How best do we reach and engage this new consumer/shopper in store?
  2. Where are they: How do we ensure that we have the right products, where they are when they need it, while balancing revenue growth and cost to serve?
  3. What will they buy?
    a. What should we sell them that’s in line with their preference?
    b. What should we sell them that will optimize our margin mix?
  4. Where will they buy: What should our ‘Channel mix/options’ be by category and consumer cluster given revenue potential and cost to serve? What should RTM mix be to deliver what they need when they need it?
  5. How will they buy: How do we deliver?

Snapcart together with Accenture build a holistic whitepaper to help you understand the market better and seize bigger opportunity.

Download the report here now!

Related Articles

Post Test Blog

Market research is an organized effort to gather information about target markets or customers. It is a very important component of business strategy.[1] The term is commonly interchanged with marketing research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets.[2]

read more →

Are Big Brands Affecting Correct Brand Ad Recall? A Look into Three Online Christmas Ads in The Philippines

Christmas season is competitive. Multiple brands from different categories are all banking on the same sentiment of giving, sharing, and togetherness. In this regard, Snapcart ran a survey on the latest online Christmas ads from different categories to know which brands stood-out the most. read more →

Living in the Mobile Internet Era: How it Affects our Daily Lives

The internet has certainly revolutionized the way we interact and communicate. We use the internet in almost everything we do – from staying in touch with our family, guiding us when we are lost, to finding us a date. To have a better understanding on how mobile internet affects our daily lives, in August 2018 Snapcart launched a survey for its users in Brazil, Indonesia, Philippines, and Singapore.  read more →

Do You Use Face Wash Regularly?

Smooth skin is not just from good genes but also from good daily habits. According to T: The New York Times Style Magazine, there are 3 main steps for skin-care routine. It starts with cleansing, continues with toning to balance the skin, and moisturizing to hydrate and soften the skin. Thus, washing your face with face wash product read more →

Sign up for more actionable insights

Stay up to date with our latest findings