Bhinneka's Marketing Strategy in 2018

Welcoming 2018, Bhinneka e-commerce has prepared several programs related to their strategic vision. The programs are based on their performance review back in 2017. The current strategy emphasizes on the shifting needs of Indonesians as e-commerce's consumers. Bhinneka will multiply product choices of lifestyle devices and household needs next year.

“We are confident that 2018 will be a dynamic year for Bhinneka. Prepared with business review internal in 2017, we already arranged some focuses supposedly with maximum potential. We are wary of Indonesia’s retail shifting, as well as the evolution of millennials’ lifestyles. In addition, to other necessary factors by all means,” Brand Marketing Manager of Bhinneka, Irina Marwan, said.

Further explained, the shifting affecting changes on spending patterns in the country, will continue to expand. According to Bhinneka’s data throughout 2017, it is projected that there will be first purchaser (the first-time online shopper) growth around 10-20% next year. It shows the growing number of people aware of electronic transactions.

“This trend is inseparable from millennials’ existence who has been exposed as a potential new consumer having varied characteristics from their previous generations, including in spending pattern,” said Marwan.

In consumer retail or individual consumption, Bhinneka still concentrates on computer, communication, and electronic devices. Primarily on gadget and household needs, in lifestyles category.

Irina states, the market absorption rate of gadget products is strongly influenced by trends and producers’ acts. For instance, smartphone took its high rate of market absorption in 2017 in various price ranges, from an affordable one to a super-premium; started from a senior brand that reappeared such as Motorola and Blackberry, to a smartphone brand with special series features.

The names above with a number of premium flagship such as iPhone 7 and iPhone 7 Plus which were just officially marketed in Indonesia in the first quarter of 2017. There were also Samsung Galaxy S8, followed by Samsung Galaxy Note 8. Thereon iPhone 8, iPhone 8 Plus, and iPhone X towards the end of the year. All of them came with an improved camera technology, including the front camera.

“It is most likely that the trend and enthusiasm in smartphone products will continue next year, and it will not only happen in young consumer groups. Thus, Bhinneka will further explore gadgets and consumer electronics in lifestyles category. There are also household needs included in this category such as food processor, mixer, coffee maker, to vacuum cleaner,” she said.

Bhinneka also has the latest research results of GfK (Society for Consumer Research, Germany) Indonesia about its market prediction in 2018. The absorption growth in telecommunications occupies the second highest position of 7.8% this year. Meanwhile, in small domestic appliances, it is predicted to increase nearly 5%.

“Small domestic appliances are identical with efficiency and is categorized as lifestyles. It is different from home appliances in general categorized as household needs,” She continued.

– Original article is in Indonesian, translated by Kristin Siagian