Tag: Southeast Asia News

Jakarta, Indonesia — Kantar Indonesia, Worldpanel Division announces the launch of the 2020 Indonesia Urban Brand Footprint Ranking. Brand Footprint is an annual study by Kantar that measures which brands are the most chosen ones by consumers. Brand Footprint covers FMCG sectors, e.g. food, beverages, home care, dairy, health and beauty products. Indonesia Urban ranking covers 85% of total Urban households and represents 30 million within the urban areas of Indonesia.

“Opportunities for brands to grow is there; however, brands cannot afford to expect growth to happen organically. Brands will still need to ensure that they remain relevant to the consumer and earn their growth”.

Venu Madhav, General Manager of Kantar Indonesia, Worldpanel Division

Key findings of Brand Footprint Indonesia Urban:

  • Local brands manage to establish a stronger presence, where 4 of the top 5 brands are coming from local manufacturers. Local players’ ability to adapt fast to the latest consumer trends enable them to be more productive in launching new innovations to the local market.
  • Food category dominates the top 10 rankings, while top players from household products, beverage, personal care and dairy also manage to secure several positions as well.
  • Instant noodle is the most chosen category in Indonesia Urban. It has become a significant part of the Indonesian community’s daily life. Aside from the familiar taste, affordable price and vast nationwide distribution, also makes instant noodle an all-Indonesian favourite.
  • Indomie continues to be the number one chosen FMCG brand by consumers in 2019 with 7% Consumer Reach Point (CRP) growth. Almost all Indonesian Urban households have purchased this brand around 3 – 4 times a month. Indomie also holds a strong presence on the global level, in the 9th position in Global Brand Footprint 2019 ranking. It is also the only Asian brand among the Global Top 10 brands.
  • So Klin comes next – holding the second position in the list. Strong penetration and continuous innovations to offer new benefits become the primary factors for the brand to become the most chosen Home Care brand in Indonesia Urban.
  • Kapal Api keeps up its number 3 spot in the Brand Footprint. Kapal Api continues to establish its dominance to stay ahead of the market and be number one in the beverage sector by maintaining a large buyer base.
  • Royco is securing the 4th position within the top 10 brands through its large buyer base, making it as the most chosen food additive brand in Indonesia Urban.
  • Playing in several categories is one of the key levers that many players do, Indofood (6th), Frisian flag (7th) and Lifebuoy (8th) manages their positions in the top 10 by playing in several categories that help them to have strong brand awareness.
  • Downy and Sunlight are rising and successfully entering the top 10 list this year. They innovate new products with new benefits and are well received by consumers

“Brands need to engineer and fight the growth. For any brand, the best way to find new shoppers is to pull on as many strategic levers for growth as possible. It can be increasing buyer base through attracting non buyers, more geographic location, creating more categories and encourage shoppers to purchase more frequently.”

Fanny Murhayati, Marketing Director of Kantar Indonesia

Kuala Lumpur, Malaysia  — Shopee and Procter & Gamble achieved strong performance for their first-ever experiential online initiative, Show Me My Home. The initiative recorded more than 15x increase in orders at peak day, and it is a key activation under the recently signed regional Joint Business Plan (JBP) between Shopee and P&G. The JBP marks a joint commitment between Shopee and P&G to improve the online shopping experience for users across the region, and to provide convenient and easy access to quality FMCG products on Shopee.  

Chris Feng (pictured right), CEO at Shopee, said, 

“As we transit into the new normal, e-commerce has taken on greater importance in people’s lives.” 

“Consumers are increasingly going online to fulfil their everyday needs, and it is important for businesses to remain agile and adapt quickly. The success of P&G’s online debut of the Show Me My Home initiative on Shopee is proof of that. By merging P&G’s portfolio of leading FMCG brands and retail expertise with Shopee’s wealth of insights on online shoppers’ behaviour and preferences, it allowed us to deliver a novel, experiential online home shopping experience for consumers across the region. This success has inspired us to continue innovating to provide the best for our users, and we are excited to work closely with P&G going forward, he added”

Shoppers enjoyed greater convenience with Show Me My Home

The Show Me My Home initiative was initially an offline concept which was well-received among both consumers and retailers. With a shared vision to serve the region’s increasingly savvy digital consumers at scale, P&G leveraged Shopee’s technology expertise and insights on online shoppers to optimize and scale the experience online. The Show Me My Home initiative offered greater convenience as shoppers could easily find what they needed as the microsite simulated the household environment. This novel way of shopping online successfully captured shoppers’ attention with an overall increase in traffic for P&G.  

Fostering meaningful connections with Shopee’s in-app engagement features 

As people spend more time online, brands are also increasingly finding new ways to interact and engage with their consumers. As part of the Show Me My Home initiative, P&G leveraged Shopee’s engagement features to foster deeper and meaningful connections with their consumers.

  • Shopee Live: P&G tapped on Shopee Live to engage consumers with a special series of live streams featuring popular local celebrities. The biggest stars, including Yuna, Iman Azman and Preston Kaw shared with fans and Shopee users their favourite P&G products, as well as provided tips on how to use them.
  • Shopee Throw: Users visited Shopee daily to play Shopee Throw, an in-app game where users can win exclusive P&G vouchers and prizes by throwing arrows onto a target on the Shopee app. The game was played over 600,000 times in 5 days, offering added entertainment and value to consumers while they shopped for their favourite P&G brands.      

Show Me My Home marks the first of many initiatives under the recent regional JBP between Shopee and P&G. The JBP aims to better serve and capture the hearts of online shoppers in the region by providing a seamless access to P&G’s wide range of leading brands and products. This agreement will see P&G broadening its multi-brand portfolio offerings on Shopee and tapping on Shopee’s big data analytics capability to provide a personalised customer journey via precise marketing. 

“At P&G, we are continually trying new ways to personalize and engage our consumers, be it offline or online. The encouraging results we have achieved from this campaign proves the partnership with Shopee to be very successful as we managed to engage more meaningfully with our consumers on digital platforms. We look forward to evolving with the customer as we work closely with Shopee to execute future innovations online, serving more regions and value-adding to digital transactions,” said Shankar Viswanathan (pictured left), Vice President, E-Commerce, Asia Pacific, Middle East and Africa.