Unlocking barriers to high ticket purchase

Sunita Venkataraman and Radhecka Roy

This case study of Intel in Indonesia identifies issues for global marketers to consider when addressing emerging markets.

Unlocking barriers to high ticket purchase

Sunita VenkataramanIntel, SingaporeRadhecka RoyIpsos, Singapore

INTRODUCTION

Indonesia is fast emerging as a key market for most companies and there are many things we know about Indonesia today, for instance:

  • There are over three million Blackberry owners connected to the Internet;1)
  • 94% of all Indonesians watch TV, but interestingly, resort to multiple screens independent of content, location or occasion;2)
  • Sales of cars, consumer electronics are booming.

Yet, in many ways, Indonesia continues to buck against many a mature-market trend:

  • Despite strong growth, PC sales remain lower than the claimed desire;...

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