Gone are the days when the top 3-4 brands accounted for >90% share in many categories in Indonesia. Big rise in category fragmentation (new brands or segment launches across several categories)
This is being fueled by both Push (easier/ cheaper for brands to launch) and Pull (rise in consumer need for personalization – Me in the We)
While more choice is always good, too much of it can also change how consumers respond. And if consumers are changing, shouldnt Marketers also follow suit?
When does a World of Much become a World of Too Much?
With Confusion being one of the biggest Consumer Tensions nowadays, brands that Simplify tend to perform better
Indonesian consumers & Explosion of Choice
Gone are the days when the top 3-4 brands accounted for >90% share in many categories in Indonesia. Big rise in category fragmentation (new brands or segment launches across several…
