Ms. Amrita Banta Managing Director Agility Research & Strategy 23 rd October 2013

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1 Ms. Amrita Banta Managing Director Agility Research & Strategy 23 rd October 2013

2 Who is Agility? About Agility Research & Strategy Agility Research & Strategy is a market research and consulting agency with a core expertise on the growing Affluent and mass Affluent consumer market in Asia. With 30 years of combined experience on understanding key consumers segments, the team has helped our clients gain valuable insights on Asian consumers across verticals. Travel and Retail are our core sectors and we track travel retail trends and the Asian travelers in the region every quarter through our Agility Insights syndicated research series which run across all the major markets. 2

3 Introducing Agility Research & Strategy We do research virtually everywhere. From local projects in Singapore to multi-country studies spanning 5 continents and up to 25 countries we know how to get the job done. Having managed projects in various markets, our understanding of local markets will help transform any projects you conduct in these regions into a more insightful one. Here are some of the markets in which we have done research recently in APMEA: Asia Australia Cambodia China Hong Kong India Indonesia Japan Korea Malaysia New Zealand Philippines Singapore Taiwan Thailand Vietnam Middle East Kuwait Lebanon Oman Qatar Saudi Arabia UAE Turkey UK France Germany Africa Egypt Kenya Morocco Nigeria South Africa Africa Egypt Kenya Morocco Nigeria South Africa 3

4 Our Industry Experience Providing our clients with deep and critical insights through working experience with various industry players The team has experience working with various players within the retail, travel and tourism industry, and this has helped the team gain extensive knowledge internationally. 4

5 We understand the pulse of the Indonesian Consumer Through our syndicated research Agility Affluent Insights, we regularly take stock of this consumer segment every quarter. We will present strategic insights from the results of this research initiative at Agility Research & Strategy that surveys more than 2500 Indonesian consumers over Our study aims at deeply understanding the rising middle class of Indonesia, their travel patterns and the bonds shared with various brands. 5

6 Agility Research & Strategy The Rise of Indonesian Middle Class 6

7 Indonesia is emerging As the BRIC economies are losing steam, Indonesia has been widely recognized as one of the potential new growth engines of the emerging markets. 7

8 The middle class drives Indonesian economy One thing separating Indonesia from its neighboring countries, e.g., Malaysia and Thailand, is that its growth is more deeply rooted in the rising purchasing power of its growing middle class. 8

9 And it is expected to grow By some estimates, consumer spending is contributing approximately 60% of GDP in Indonesia, and the size of the middle class is forecasted to reach 90 million by 2030*. 9

10 The digital wave has played a big role in connecting Indonesia to the world About 80 million people (with 30% Internet penetration) digital connected individuals make Indonesia as one of the biggest social media users in the world. Mobile is the way to interact and engage the Indonesian middle class. 10

11 Agility Research & Strategy The Potential of Indonesian Middle Class

12 The purpose of a holiday centers around sightseeing. The Indonesian traveler is less likely to plan a vacation to just relax and unwind. Relaxing Shopping Sight-seeing Other Malaysia (n=622) 56% 12% 28% 4% Hong Kong (n=870) 62% 9% 26% 3% Indonesia (n=761) 31% 3% 60% 6% Singapore (n=812) 58% 13% 23% 6% China (n=887) 61% 7% 31% 1% India (n=773) 57% 8% 29% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source : Agility Syndicated Research Q: What will be the main purpose of this holiday? Thinking about the next 12 months and your planned trips and stays in a hotel, how much do you think will be spending on these purchases/buys? 12

13 While Paris is at the top of their wish list, Bali scores well given the preference to travel within the country. Melbourne is placed at no Top 15 Travel Destinations 1. Paris 2. Bali 3. London 4. Tokyo 5. Los Angeles 6. New York City 7. Milan 8. Amsterdam 9. Dubai 10. Singapore 11. Sydney 12. Melbourne 13. Hong Kong 14. Osaka 15. Beijing SOURCE: Agility Syndicated Research

14 In terms of the top airports, Singapore s Changi Airport is rated as the most preferred one by the Indonesian middle class. Melbourne Airport is also very high on the list. Top 10 Airports 1. Singapore Changi Airport 2. Kuala Lumpur International Airport 3. Hong Kong International Airport 4. Abu Dhabi International Airport 5. Tokyo International Airport (Haneda) 6. Dubai International Airport 7. Melbourne Airport 8. Amsterdam Schiphol Airport 9. Narita International Airport 10. London Heathrow Airport Source : Agility Syndicated Research (Top-10 out of 32 airports rated) 14

15 Indonesian middle class like spending for a quality holiday, but they tend to save up first before going for one. On an average they spend about USD 730 (7 million IDR) for their trip. Average Vacation Spending Above USD$4000 USD$ USD$ % 1% 1% Average: USD 730 USD$ % USD$ % USD$ % USD$ % 15 <USD$240 SOURCE: Agility Syndicated Research Q: Thinking about the next 12 months, and your planned trips and stays in a hotel, how much do you think will be spending on these purchases/buys? 33%

16 While the Indonesian middle-class notices ads on the traditional media, online is very prominent, and Internet on mobile phones also makes it to the top-10 Top 10 Most Noticed Sources of Advertising 1. Television 2. Newspaper 3. Magazines 4. Websites ads 5. Billboard by the side of the road 6. Posters on the road 7. Articles/stories in the printed or online media 8. Shopping malls 9. Posters or screens at supermarkets 10. Ads while browsing the internet on your mobile phone/gadget Source : Agility Syndicated Research Q: Which of the following places, venues, or media have you seen, noticed, noted, or paid attention to any advertising in the last week? (top-10 out of 32) 16

17 Agility Research & Strategy Indonesian Middle Class: Key Takeaways

18 What does this mean for us? The fast growing Indonesian middle class provides great opportunities for brands that understand them - know how to talk to them and how to reach them. The Indonesian middle class are cautiously optimistic in their financial outlook. 18

19 What does this mean for us? Experience sharing within their friends and family is a big theme among Indonesian travelers. Therefore, social media presence is important for brands to interact with the travelers sharing photos/videos/experiences on Facebook, Twitter and Pinterest. 19

20 Agility Research & Strategy Burning Questions at TFWA Cannes 20

21 What are the burning questions of particpants at The TFWA Cannes Conference? TFWA provides us with a unique opportunity to uncover real time trends in the travel retail industry. As industry leaders, we often have burning questions about consumer behavior. 21

22 Burning questions are often time critical and require efficient outputs Introducing Affluential.com to members. Affluential is an online survey tool that lets you access the mind of the "Influential Affluent" across the world. These consumers are influencers and influential in all parts of brand decision making. 22

23 Presenting fresh insights from key burning questions at the TFWA Cannes conference Q1. Which of the categories do you delay your purchases from the city and buy especially from duty-free? Alcohol & Tobacco Cosmetics & Perfumes Gadgets Apparel Watches Handbags Confectionary Others Tend to buy only from duty-free Always buy only from duty-free Buy only if there are suitable promotions 23

24 Presenting fresh insights from key burning questions at the TFWA Cannes conference Q2. Which of the following categories do you buy for yourself or buy for someone as gifts? Alcohol & Tobacco Cosmetics & Perfumes Gadgets Apparel Watches Handbags Confectionary Others Buy for self Buy as gifts 24

25 Presenting fresh insights from the burning questions at the TFWA conference Q3. In which of the following ways have you purchased a duty-free product? Preordered duty-free to pick up at the airport Bought directly from duty-free at the airport at arrival Preordered duty-free to pick up while in flight Bought from duty-free offers while in flight Bought directly from duty-free at the airport at departure Always Sometimes Rarely Never 25

26 Presenting fresh insights from key burning questions at the TFWA Cannes conference Q4. Which of the following destinations will you be traveling to in the next 12 months? Paris 13.24% Bali 34.70% London 7.74% Tokyo 15.06% Los Angeles 5.47% New York City 4.56% Milan 5.93% Amsterdam 8.21% 26

27 Key takeaways from the burning questions at the TFWA Cannes conference While alcohol, cosmetics and perfumes are often preferred as anytime buys, it s the gadgets, apparel and handbags that have a huge potential if there are suitable promotions. The big buys in the gifting category are watches, alcohol and tobacco. Apparel, handbags, cosmetics and perfumes are often bought for self. 27

28 Key takeaways from the burning questions at the TFWA Cannes conference Buying directly at the duty-free shop - at arrival and at departure - is usually the norm. However, preordering at the duty-free (via online shopping websites) and buying duty-free while in flight are picking up fast. The top destinations for 2014 include Bali, Paris and Tokyo 28 Bali Tokyo Paris

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