Find out why most energy drink brand failed to create real engagement with the Indonesian youth segment *kata kunci: pemasaran, tren anak muda,riset anak muda, riset pemasaran, strategi pemasaran anak muda, jasa riset, jasa riset pemasaran, biro riset pemasaran, konsultan pemasaran, youth culture asia,youth culture report,youth data,youth indonesia,youth insights,youth marketing indonesia,youth marketing reports,youth research,youthlab, indonesian youth, data anak muda, penelitian tentang anak muda, hasil survei tentang anak muda, jasa penelitian, anak muda indonesia, perusahaan penelitian pemasaran

1. Indonesian Youth Social Universe Case Study of : Copyright of Youth Laboratory Indonesia Brand Audit (2/2)

2. “ In effort to attain young customers, brands should be able to grab youth’s life from both side, online and offline. The social media mega-trends should not mask the fact that youth’s desire to be social is larger that the media it self. Social acceptance is a major necessity for any Indonesian youth. Peer group serves as self esteem recovery, also as soil to grow one’s identity . That’s why the so called ‘indie’ movement should be considered seriously, thus they’re the innovators that provide the perfect social universe for any young person” Social Media Over rated Offline Currency Under rated

3. Did you remember who were at the ‘Kantine’ during Recess time (waktu istirahat)?

4. “ Tous le monde!”

5. Are you already part of their Social World?

6. “ Youngsters do love anything that is free and practical” Arian Stone, Fixed Gear Community Leader Bandung In their social world: Listening is a part of the Engagement it self

7. How much time have you spent off your desk, trying to understand their Social universe?

9. Comment by a young man on twitter: “ Why extra joss ads shows ‘construction worker’ all the time? I think they should change their tag-line to:Construction worker are real Man who drink Extra Joss!!!” Case Study:Extra Joss Youth are ‘risk averse’ to brands that could damage their social identity

12. Case Study:Krating Daeng “ Youth Community” is born organically, any attempt to create one for a brand will be uneffective The succes of Red Bull internationally is not by creating a so called ‘Red bull/Krating Daeng’ community. But, by immersing into communities that already existed, then facilitate their social need by creating a ‘common room’ for them to perform. The right way to sell energy drink to the already energic segment.

13. Reality Check: Extra Joss has already a potential Youth Market

15. Mira, 22 F “ I used to drink Red Bull. It helped and gave me energy for my exam preparation. I choose and liked it much better than Extra Joss due to its practical package (in bottle). Extra Joss is too ‘manly’” Namira, 22 F, Model

17. ‘ Tarkam’ or ‘Turnamen Sepakbola antarkampung’, meaning ‘tournament between villages’ is the football tournament among rural youth in their local field. They’re keen to energy drink before each match. Since Red Bull is viewed as urban and expensive brand, extra joss has chance to engage them due to the fittest of their characteristics as niche market ‘ TARKAM ’

18. To be Social, is to be sensitive to those ‘Organic’ Communities

19. Is about leveraging their small world to the BIG idea, instead of forcing the BIG idea into their small world

20. Build This City Movement by UNKL 347 Lack of Skate Park in Bandung since 1990 initiate UNKL 347, a well-known youth clothing store, to create a public space for youth. Even though illegal, it succeed to empower the board riders segment to amplify about the brand. Leveraging their small world to The BIG Idea http://www.youtube.com/watch?v=j1BSPfF15JE

21. Leveraging their small world to The BIG Idea ‘ CUMI’ character created by Darbotz CUMI, a well known mural arts character developped by Darbotz, embedded in many corner of Jakarta. Became an Icon for Nike http://www.radarnois.com/blog/?p=1081 http://www.youtube.com/watch?v=ESwSZ0B8eVA

22. Social Media is only one mode of expression

23. Visual and descriptive: Narrative Statement : Physical Appearance : Group Inclusion : Photo upload Photo tag Re-blog Link of videos Check-in foursquare Joining fans page Facebook status Tweet Blog Article etc Joining community Choosing particular peer group School choice etc Handset choice Clothing style Shoes choice etc Real self Social Media Unconscious Subconscious Conscious/Aware Indonesian Youth Self Expression Matrix Copyright of youth laboratory Indonesia

24. Request free download of this presentation: http://enterthelab.com/index.php?m=insight&s=presentation Find more about Indonesian Youth trends, data, & insights: www.enterthelab.com Contact us for a presentation of this slide [email_address] [email_address]