Marketing in Indonesia - challenges and opportunities

Tuesday, 6 April 2010  Features

Marketing in Indonesia can present particular challenges due to the fragmented nature of the market, with multiple ethnic groups across literally thousands of islands. However there are also significant opportunities says leading Indonesia marketing expert Handi Irawan.

Mr Irawan, Chairman of Frontier Consulting Group in Jakarta, a leading marketing and research consulting firm, was the guest speaker at the Australian School of Business 'Marketing in Asia' speaker series held in Sydney last week.

He spoke to a capacity audience including the Indonesian Consulate General in Australia, Sudaryomo Hartosudarmo, ​Australian School of Business alumni and members of the business community on the topic, 'Building Winning Brands: Understanding the Indonesian Consumer'.

Mr Irwan highlighted the high proportion of teenagers in the Indonesian population and the opportunities this presents for ​marketers who are able to tap into this group.

He discussed a case study of Yamaha which has recently surpassed Honda in achieving the no. 1 position in market share in Indonesia with over 2.6 million new sales in 2009. Indonesia is the only country in the world where Yamaha has been able to lead Honda in the motorcycle market.

Mr Irawan has, over the last 15 years, provided strategic advice to more than 50 international and local firms and has published five marketing books that have inspired many Indonesian marketers. His ideas and research have significantly influenced the development of the Indonesian marketing landscape.

The next seminar in the Marketing in Asia series will be in late May, and the high profile speaker will be Doris Wong, Executive Director, Greater China of Synovate - a global marketing research and consultancy.

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