part 7 baby goods products from the viewpoint of retailer · •baby does least selling more...
TRANSCRIPT
Part 7
Baby Goods ProductsFrom the Viewpoint of Retailer
Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
• The products discussed are:
1. Baby Soap
2. Baby Shampoo
3. Baby Bottle
4. Baby Stroller
Overview of Products
Page 149Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Purchase HabitsType of Product
Why and when do they
usually purchase it?
Where do they
usually purchase it?
Baby Soap &
Shampoo
High income and medium income usually purchase it
in once every 1 – 2 month during household
shopping activity buys 1 or 3 units for each
product per 1 time purchase less stocking
behaviour due to concern over expiration date
Low income usually purchase it in once every month
buys 1 unit for each product per 1 time purchase
due to availability of budget
High income and medium income usually purchase
it in Hypermarket such as Carrefour and Giant
Low income usually purchase it in mini market if
they run out of stock, most would go to traditional
stores
Baby Bottle
At first purchase, most usually buys 2 or 3 units
which will lasts for 3 – 4 months then would buy
another set of baby bottles
Majority high income and few medium income
usually purchase it in special baby store such as
Mother Care
Some medium income usually purchase it in
Hypermarket such as Carrefour and Giant
Majority low income usually purchase it traditional
Baby & Kids Store
Baby Stroller
Majority high income purchased it even before the
child is born; buys around 1 - 2 times in the whole
period of baby’s life
Majority medium income purchased it after the child
is born; buys only 1 time in the whole period of
baby’s life
Majority low income is perceived not purchasing it
Majority high income usually purchase it in special
baby store such as Mother Care
Majority medium income usually purchase it in
Hypermarket such as Carrefour and Giant
Majority low income does not purchase it
Page 150Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Key Influencer in Brand SelectionWho or what influences them to make a purchase?
Type Influencer Baby Soap Baby Shampoo Baby Bottle Baby Stroller
Product Related Influencer
WOM from trusted recommender
Modeling Behavior –sees significant other consuming it
Advertising – the intriguing ones
Packaging -- the attractive ones
In Store Influencer
In Store Promotion
Sales Promotion Girl Recommendation
Others
Note: the more = stronger influence
Page 151Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Considerations in PurchaseWhat factors do they consider prior to making a purchase?
1.Well known
and established
brand
2.Variety of
product
(provides a
whole range of
variant or not)
3.Affordability
4.Packaging
Design
Baby Shampoo
1.Affordability
2.Perceived
Durability
3.Design and
style
1.Well known
and established
brand
2.Perceived
Quality
3.Affordability
Baby Soap Baby Bottle Baby Stroller
1.Well known
and established
brand
2.Variety of
product
(provides a
whole range of
variant or not)
3.Affordability
4.Packaging
Discount
Less Important
More Important
Page 152Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Switching BehaviorWhat makes them switch to (or try) another brand?
Type Triggers Baby Soap Baby Shampoo Baby Bottle Baby Stroller
Product Related Triggers
WOM from trusted recommender
Modeling Behavior – sees significant other using it
Advertising – the intriguing ones
Others
Non Product Related Triggers
In Store Promotion
Sales Promotion Girl Recommendation
Others
Note: the more = stronger influence
Page 153Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Least Selling
More Selling
Most & Least Selling brands – for Baby Soap & Shampoo
Zwitsal (IDR 15.600 – 200 ml)Heavy product communication thus strong brand awarenessGood product quality baby skin feels soft and smooth after washPremium image driven by price which is higher than most products in market thus highly attracts the high income consumersInnovative – have lots of new products the first one to introduce Anti-Mosquito lotion
Johnson & Johnson (IDR 14.600 – 200 ml)A long standing brand in baby care market – have been around for long perceived as an expert brand in the marketHeavy product communication thus, strong brand awarenessOffers a variety of product variant and fragrance
Cussons (IDR 14.440 – 200 ml)Affordable price Rather dull packaging design have never changed over time
My Baby (IDR 12.950 – 200 mlAffordable priceUnique packaging bear shaped bottle
Pigeon (IDR 8160 – 60 ml)Very affordable price and practical (small) packaging
•Voice of Retailers of Modern Store
What Do The Retailers Say?
What Do The Retailers Say?
Page 154Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Product Visual – for Baby Soap
•Cussons •Pigeon •Johnson & Johnson
•My Baby
Page 155Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Product Visual – for Baby Shampoo
•Cussons •Pigeon •Johnson & Johnson •My Baby
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•Medela
Least Selling
More Selling
Most & Least Selling brands – for Baby Bottle
•Pigeon
•Huki
Huki (IDR 14.500 for 150 ml ; IDR 24.900 for 300 ml)Strong brand awareness driven by WOM and quite heavy product communicationPerceived good product quality looks sturdy and tough, thick bottle quality, and highly durable Available in all size and designs (home vs traveling bottle)
Pigeon (IDR 22.900 for 150 ml ; IDR 54.900 for 300 ml)Highly affordable price – IDR 11,000 for 125 ml bottleAlready strong brand awareness in baby care products (soap, shampoo, etc)
Medela (IDR 62.500 for 150 ml) Although not that affordable – but seen as having premium brand awareness thus creates belief of highly credible productQuite durable – is not easily damaged even after being dropped
Tommee TippeeCredible product claim: Anti Colic system Also available in wide neck nipple for easier latch onProduct is equipped with Hygiene Cap – to protect the ‘dot’ from germs and bacteria in the airReally expensive price – IDR 60,000 for 125 ml bottle
CarrefourRather cheap price thus might trigger perception of less quality product
•Voice of Retailers of Modern Store
What Do The Retailers Say?
What Do The Retailers Say?
•Carrefour
•Tommee Tippie
Page 157Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Product Visual – for Baby Bottle (1/2)
•Huki•Pigeon
Page 158Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Product Visual – for Baby Bottle (2/2)
•Medela
•Tommee Tippee
•Carrefour
Page 159Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
•Baby Does
Least Selling
More Selling
Most & Least Selling brands – for Baby Stroller
•Pliko
•Quinny
•Junior
Baby Does (Standard price range: IDR 650.000 – 800.000)Offers quite affordable priceBUT supported by good product qualityAvailable in a wide range of: color, size, designEasy to use easy to fold or unfold
Quinny (Standard price range: IDR 3.500.000 – 7.500.000)Innovative =perceived as the first one to introduce 3 wheels stroller – looks more trendy and sophisticatedHigh brand awareness – driven through WOMPerceived high durability looks sturdy and tough perception of good product materialBUT still feels light when being pushed around
Junior (Standard price range: IDR 475.000 – 550.000)Offers very competitive price – one of the cheapest in the marketQuite high brand awareness driven by WOM
PlikoRather expensive – usually more than IDR 1,000,000 above
•Voice of Retailers of Modern Store
What Do The Retailers Say?
What Do The Retailers Say?
Page 160Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Product Visual – for Baby Stroller
•Baby Does •Quinny •Junior •Pliko
Page 161Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Perception of Japanese vs Korean brands
Product Description Japanese brands Korean brands
Baby Soap
Awareness level No awareness No awareness
Perceived Strength Not relevant Not relevant
Baby Shampoo
Awareness level No awareness No awareness
Perceived Strength Not relevant Not relevant
Baby Bottle
Awareness level No awareness No awareness
Perceived Strength Not relevant Not relevant
Baby Stroller
Awareness level No awareness No awareness
Perceived Strength Not relevant Not relevant
•Voice of Retailers of Department Store
Page 162Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Key Learning – so far
What have we
learned?
Basic trigger for choosing a certain brand is strong brand reputation – because
they put a lot of emphasis on safety, and reassurance of safety can be communicated
via good brand reputation
What is our
opportunity?
Win the hearts of consumers by placing more emphasis on product ingredient (for
baby soap & shampoo): naturalness of ingredients (not just fragrance) which
guarantees safety on baby skin
BUT we need to be careful in introducing our price, as most consumers think that
baby product is an investment – will be used for quite a long period of time, thus we
cannot introduce a really expensive price from the beginning (well considered
price range)
Page 163Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Part 8
Educational ToysFrom the Viewpoint of Retailer
Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
• The products discussed include:
1. Building Blocks (targeted for 3 – 7 yo)
2. Puzzle (targeted for 3 – 7 yo)
Overview of Product
Page 165Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Purchase Habits
Type of
Product
Why and when do they
usually purchase it?
Where do they
usually purchase it?
Building
Blocks &
Puzzle
(High income) purchase it 1 – 2 times every 1
– 2 months due to availability of budget and
the perceived notion that it is a basic need for
children
(Medium income) purchase it 1 – 2 times per
6 months does not see it as basic needs for
children
(Low income) quite rarely purchase it
usually purchase during special occasion
(child’s birthday)
Majority high and medium income purchase it
Hypermarket such as Giant, Carrefour,
Hypermart
(Low income) most purchase it in traditional
children stores nearby
Page 166Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Key Influencer in Brand SelectionWho or what influences them to make a purchase?
Type Influencer Building Blocks Puzzle
Product Related Influencer
WOM from trusted recommender
Modeling Behavior – sees significant other consuming it
Advertising – the intriguing ones
Packaging -- the attractive ones
In Store Influencer
In Store Promotion
Sales Promotion Girl Recommendation
Others
Note: the more = stronger influence
Page 167Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Considerations in PurchaseWhat factors do they consider prior to making a purchase?
1.Well known and established brand
2.Origin of manufacturer
3.Function
4.Affordability
PuzzleBuilding Blocks
1.Variety of choice (numbers, alphabets, etc)
2.Design & Color
3.Affordability
Less Important
More Important
Page 168Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Switching BehaviorWhat makes them switch to (or try) another brand?
Type Triggers Building Blocks
Puzzle
Product Related Triggers
WOM from trusted recommender
Modeling Behavior – sees significant other using it
Advertising – the intriguing ones
Others
Non Product Related Triggers
In Store Promotion
Sales Promotion Girl Recommendation
Others
Note: the more = stronger influence
Page 169Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Standard Expectations of Product
1.Affordable price – as most of the
good brands in the market are
perceived quite expensive
2.Less chemical substance
perceived by less chemical smell
on product
3.Available in a variety of model (for
example: car, tank, airplanes)
Building Blocks
1.Affordable price – not too
expensive, not too cheap
2.Made from soft texture
preferably not wood due to safety
concern (afraid the child might try
to eat or bite it)
3.Available in various types
(alphabet, numbers)
4.Made in bright colors to drive
children curiosity towards color
Less Important
More Important
Puzzle
Page 170Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Standard Expectations of ProductWhat does the standard product should have?
1.Manufactured country are from USA and
Europe (Asian countries such as China
have credibility issue concern on
safety)
2.Affordable price for international brands
(E.g Lego)
3.No chemical substance perceived by
no chemical smell on product
4.Offers a variety of model for girls (for
example: house, car, bridge) fees that
girls also need to play with this toy to
practice their visual spatial ability
Building Blocks
1.Highly attractive design unique
brighter colors
2.Not just emphasizing on international
cartoon figures (Minnie Mouse, Donald
Duck), but also local cartoon figures
(Unyil, Si Komo, Upin Ipin) to introduce
children to their cultural heritage
3.Easy to maintain can be cleaned by
soap and water; or
4.Sold with its cleansing product sort of
lotion to help clean the puzzle
Less Important
More Important
Puzzle
Page 171Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Most & Least Selling brands – for Building Blocks
Lego (Standard price range: IDR 180.000 above - All Types)
Strong brand equity long standing brand in the market and world wide
known
Manufactured in the US thus, a guarantee of high product credibility
(much safer compared to Chinese brand)
Image-wise parents feel more pride and confidence to the product
Allows high level of creativity one bucket of cubes can be made into any
kinds of from (kids are free to create!)
Kino Toys (IDR 39.900 – Trans X type)
More affordable price (due to being a local brand)
Unlike Lego (which one bucket of cubes can be made into any kinds of
forms), Kino is more specialized (one bucket of cubes can only be made
into certain form, such as airplanes, car, tank) thus kids perceived to be
able to learn on how to focus their effort to reach a certain goal
•Voice of Retailers of Modern Store
What Do The Retailers Say?
Less Selling
More Selling
Page 172Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Product Visual – for Building Blocks
•Lego
•Kino Toys
Page 173Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Most & Least Selling brands – for Puzzle
Evamats (IDR 28.900 for 4 pieces ; IDR 69.900 for 40 pieces)
Uses thicker material, thus it feels more comfortable to be sat on
Offers more variety of types (both alphabet and numberings)
Available in a variety of colors – cheerful bright ones, such as yellow, pink,
green, purple, baby blue, etc
Innovative – have special editions which features Disney cartoon figures
(Minnie Mouse, Mickey Mouse, Donald Duck)
Bigiva (IDR 73.900 for 120 x 220 cm)
Uses thinner material, thus feels less comfortable to be sat on
perceived image of less durable (easy to torn)
Less appealing colors – mostly just available in blue, yellow and pink
Less innovative – since it first came out into market, it had not launched a
new product
Cheaper price compared to Efamed, thus driving the image that it offers
less product quality
•Voice of Retailers of Modern Store
What Do The Retailers Say?
•Evamats
•Bigiva
Less Selling
More Selling
Page 174Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Product Visual – for Puzzle
•Evamats •Bigiva
Picture not available
X
Page 175Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Perception of Japanese vs Korean brands
Product Description Japanese brands Korean brands
Building Blocks
Awareness level No awareness No awareness
Perceived Strength Not relevant Not relevant
Puzzle
Awareness level No awareness No awareness
Perceived Strength Not relevant Not relevant
•Voice of Retailers of Hypermarket
Page 176Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Key Learning – so far
What have we
learned?
Most consumers have very limited knowledge of products in this category
Thus, they rely mostly on salesman recommendation
Price is also an issue
What is our
opportunity?
Support promotion activities with knowledgeable salesmen, that can provide
customers with detailed explanation about the function and benefit of products and
relate these to children’s cognitive and physical development
Consider introducing affordable price as a first start – not far from the price of
current best selling brands
Page 177Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Part 9
Baby GoodsFrom the Viewpoint of Retailer
Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
• The products discussed include:
1. Breast Pump
2. Diaper Bag
3. Baby Basket
Overview of Product
Page 179Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Purchase Habits
Type of
Product
Why and when do they
usually purchase it?
Where do they
usually purchase it?
Breast Pump The ones who purchase these three
products are usually the female relatives
(sibling, cousins, friends, or colleagues) of the
mother gives it as birth present
Thus, they will only purchase 1 time after the
mother had given birth to her baby
As for Diaper Bag & Baby Basket, there are
some mothers who goes to the store for
purchasing themselves
Diaper Bag: 1 – 2 times in whole baby life
period
Baby Basket: 1 time in whole baby life period
They prefer to shop at the traditional stores
because it is located near their office, have
affordable price, allows bargaining, and
enables them to freely see and observe the
products (unlike in department store, or baby
specialized store where there are minimum
interaction between consumers and products)
Diaper Bag
Baby Basket
•Note: those who purchase at this store is likely SEC AB above (office people) since store is located to
central business district area
Page 180Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Key Influencer in Brand SelectionWho or what influences them to make a purchase?
Type Influencer Breast Pump Diaper Bag Baby Basket
Product Related Influencer
WOM from trusted recommender
Modeling Behavior – sees significant other consuming it
Perceived better product efficacy
Advertising – the intriguing ones
Packaging / Design -- the attractive ones
In Store Influencer
In Store Promotion
Sales Promotion Girl Recommendation
Others
Note: the more = stronger influence
Page 181Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Considerations in PurchaseWhat factors do they consider prior to making a purchase?
1.Well known and established
brand
2.Perceived Efficacy – derived
from type: Manual or Electric
3.Style & Design
4.Affordability
Diaper BagBreast Pump
1.Size and Inner Chamber design (lots
of pockets or storage space or not)
2.Variety of Design
3.Attractive Colors
4.Affordability
Less Important
More Important
Baby Basket
1.Style & Design
2.Good material (using soft textile and
sturdy metal / plastic)
3.Perceived durability – derived from
the look of product (sturdy or not)
4.Affordability
Page 182Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Type Influencer Breast Pump Diaper Bag Baby Basket
Product Related Influencer
WOM from trusted recommender
Modeling Behavior – sees significant other consuming it
Perceived better product efficacy
Advertising – the intriguing ones
Packaging / Design -- the attractive ones
In Store Influencer
In Store Promotion
Sales Promotion Girl Recommendation
Others
Note: the more = stronger influence
Switching BehaviorWhat makes them switch to (or try) another brand?
Page 183Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Standard Expectations of Product
1.Affordable price – as most of the
good brands in the market are
perceived quite expensive
(regardless of the brand)
2.Usage friendly – not difficult to be
operated, not allowing complicated
technical features
3.Easy to clean - will not damage if
cleaned by household cleaning
products (dish soap)
Breast Pumps
1.Big size
2.Made from thick material, thus
perceived high durability (not
easily torn)
3.Affordable price – not too
expensive, not too cheap
Less Important
More Important
Diaper Bag
1. Sturdy looking, thus
perceived high durability
2. Available in variety of color –
at least blue for boys, and
pink / yellow for girls
3. Good product design – looks
curvy, round, and fun
4. Affordable price – not too
expensive, not too cheap
Baby Basket
Page 184Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Ideal Expectations of Product
1.Electric rather than Manual
makes it easy to pump, less effort
2.Affordable price – as most breast
pump products are considered too
expensive for most customers
3.Available in variety of color – at
least blue for boys, and pink /
yellow for girls
Breast Pumps
1.Provides lots of chambers /
pockets inside the bag – thus
makes it easier to organize baby
goods inside (milk, diaper, clothes)
2.One design available in variety of
size (big, medium, small)
3.One design available in variety of
color – at least blue for boys, and
pink / yellow for girls
4.Water proof material – thus they
do not have to worry if rain will
damage the diapers inside
5.Available in Disney cartoon serial
– to amuse the babies
Less Important
More Important
Diaper Bag
1.Affordable price – not too
expensive, not too cheap
2.Available in variety of color – at
least blue for boys, and pink /
yellow for girls
3.Offers Disney cartoon characters
for its design style – helps amuse
the babies
Baby Basket
Page 185Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Most & Least Selling brands – for Breast Pumps
Medela (Standard price range: IDR 800.000 - All Types)
Electric pump, thus enables quicker, safer, easier process of milk pumping
Does not trigger feelings of pain / hurt on the breast
Image-wise already a famous brand in the category, thus feel more pride
and confidence to the product
Expensive price thus assures consumers that the quality is worth it
•Voice of Retailers of Traditional Store
What Do The Retailers Say?
Less Selling
More Selling
•Medela
•Phillips Avent
Phillips Avent (Standard price range: IDR 350.000 until 400.000 - All Types)
Manual pump, thus more effort and more time consuming in pumping
seen as unpractical and out of date
Less colorful design perceived as very basic, with plain colors (white)
Less durable – the white color triggers perception that it seems as more
vulnerable to damage
What Do The Retailers Say?
Page 186Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Product Visual – for Breast Pump
•Medela •Phillips Avent
Page 187Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Most & Least Selling brands – for Diaper Bag
Okiedog (Standard price range: IDR 350.000 until 500.000 – All Types)
Available in a variety of size (big, small, medium)
Available in a variety of design
Material of textile is perceived to be thick, strong, durable
Simple design – not involving too many visuals
Have their own catalogues – consumers can ask one and bring it home to
study it
•Voice of Retailers of Traditional Store
What Do The Retailers Say?
Less Selling
More Selling
•Okiedog
•Skiphop
Skiphop (Standard price range: IDR 150.000 until 200.000 - All Types)
Perceived dull design – plain color, plain design, less visuals / pictures
Medium size – not available in big size or small size
Elegance (Standard price range: IDR 75.000 until 150.000 - All Types)
Design is perceived as old-fashioned
Material of textile is perceived so smooth consumers admit worrying that
the bag would break if they bring something heavy in it
Material of textile is difficult to clean
What Do The Retailers Say?
•Elegance
Page 188Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Product Visual – for Diaper Bag (1/2)
•Okiedog
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Product Visual – for Diaper Bag (2/2)
•Skiphop •Elegance
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Most & Least Selling brands – for Baby Basket
Okiedog (Standard price range: IDR 750.000 until 1.000.000 – All Types)
Strong brand equity perceived as the long standing brand in this category
Strong WOM always being referred by other housewives
Available in variety of design
Available in variety of colors
Attractive packaging design
•Voice of Retailers of Traditional Store
What Do The Retailers Say?
Less Selling
More Selling
•Bright Starts
•Deluxe
Deluxe (Standard price range: IDR 350.000 until 500.000 - All Types)
So far, only available in one design and one color (blue)
Less attractive packaging design
Summer (Standard price range: IDR 275.000 until 400.000 - All Types)
Looks rather light thus perceived as less durable
Design is seen as ‘rather stiff and formal’, unlike Bright Starts which seems
to look more ergonomics
Less attractive packaging design
What Do The Retailers Say?
•Summer
Page 191Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
Product Visual – for Baby Basket (1/2)
•Bright Starts
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Product Visual – for Baby Basket (2/2)
•Deluxe •Summer
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Key Learning – so far
What have we
learned?
Most consumers have limited knowledge of brand in this category – except for
Breast Pump product which brands are more familiar to housewives
Basic trigger for choosing a certain brand is perceived product quality – which is
usually driven by the outer look / appearance (attractive design or not; does it look
sturdy or durable or not)
At times, lack of knowledge of the category forces them to rely on the knowledge or
information gathering from the sales staff in the store (easy to try or switch brand if
advised by sales staff)
What is our
opportunity?
Support sufficient product training to sales staff, so they can provide customers with
detailed explanation about the function and benefit of products
For Diaper Bag and Baby Basket, might want to focus more on developing attractive
design and colours
As for Breast Pump, consider providing the more advanced technology (by
mentioning Japanese brand in the Ad)
Page 194Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia
•APPENDIX
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Thank you so much for this opportunity…
Best of luck.
Copyright (C) 2011 JETRO. All rights reserved.Researched by Nielsen Indonesia