1. -Not Always Coca-Cola- Data & Insights from ABOUT THIS DOCUMENT This document was made by PT. Youth Laboratory Indonesia covering data on youth laboratory indonesia youth under the age of 30 (14-29 years old). Every youth lab research insight & report s are under copyright of PT. Youth Laboratory Indonesia. If you use the wording for commercial www.enterthelab.com purposes in research, publications, events or analysis you are liable for copyright infringement . 2. Es teh manis satu Is a slip of the tongue and a reflex answer from most young people in Indonesia When asked what do you want for drink?www.enterthelab.com 3. Q:What Do You Drink at Lunch? Suprizingly 55.70% 60.00% What was considered A youth drink 50.00% Is now at the bottom position 40.00% 30.00% 20.90% 15.70% 20.00% 5.20% 2.60% 10.00% 0.00% Soda Tea Mineral water Juice Other www.enterthelab.com 4. The coke brand won at the awareness stage! the jingle get downloaded, the pop artist grew popular, but the message Doesnt reach farther than that. it also doesnt grew biggerAwareness Interest Desire Action 5. Q:What Kind of Beverage that Your Friends Buythe Most? 70.00% 62.60% 60.00% Tea is considered 50.00% more as 40.00% a social drink 30.00% 20.90% 20.00% 7.80% 5.20% 10.00% 1.70% 1.70% 0.00% Tea Soda Juice Milk Mineral Other water www.enterthelab.com 6. Why Not Coke?www.enterthelab.com 7. Health issue is becoming more salient To many youths. Even to the coke die-hard Fans. Coke need to market their product With context rather than content. Everyday I drink coca-cola Only Coca-cola that have zero sugar product with sweety tastewww.enterthelab.com Edo, 22 M. Coca-Cola Lover 8. www.enterthelab.comQ:What Do You Think about Soda? 25.00% 23.90% Health Issues 20.00% 17.40% 15.00% 13.50% 13.50% 10.70% 10.00% 6.70% 4.20% 5.00% 2.80% 2% 2% 1.10% 1.10% 0.00% 9. How about tea? 10. Drinking tea is embedded culturally in many Indonesian eating ritual. Its not About the taste, but the social custom. I always drink teh botol sosro at lunch if available Ive drinking teh botol sosro since I was in Elementary Schoolwww.enterthelab.com Patrya, 23 M. Teh Botol Fans 11. The advertizing domination of soda brandsDoesnt correlate lineary with the change ofmany young people drinking habit 12. Q:What will You Choose among These Two Brands? 84.10% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 15.90% 30.00% 20.00% 10.00% 0.00% Coca-cola Teh Botol www.enterthelab.com 13. Q:If You Choose Soda, What Brand Will You Choose? 30% 26.10% 23.90% 25% 21.70% 20% 13% 13% 15% 10% Coke won the battle among soda, but not the 5% war against Tea 2.20% 0% Pepsi Coca-cola Fanta Mirinda Sprite Otherwww.enterthelab.com 14. Data & Insights Presentation By Youth Laboratory Indonesia Contributor: Muhammad Faisal Anggun Intan Tara Talita Ndre Art Find out more Youth Insights on www.enterthelab.com