Indomaret Market Segmentation, Targeting, and Positioning

NEED-BASED SEGMENTATION
Indomaret has segmented its market into several segment based on its need
1. Indomaret
For the general consumer that searches for the daily needs, foods, snacks, and services like
balance-recharge, emoney-recharge, public service payment, etc.
2. Indomaret Point
For the general consumer plus the consumer that wants food and drink in a ready-to-go version.
This segment of indomaret provides coffee machines, hot water, and some places for the
consumer to take a break and eat their meal.

SEGMENT IDENTIFICATION

B2C
Marketing Stimuli
Products and Price Distribution Communication
services

Indomaret Daily needs, Competitive Indomaret has Indomaret is marketing its

Mobile-phone price many franchises in product and label by various
balance & e-money big cities and promotion events like Super
recharge, districts in most all Hemat, Harga Heboh, Hanya
Providing ATM provinces in Tiga Hari (H2H), Product of
Public service Indonesia. the week, promosi bulan ini.
payment (BPJS, Indomaret also cooperates
PLN, PDAM) Can be located in with certain banks to give the
the middle of the consumer discount price.
residence, on the Also indomaret creates
“ruko”, and on the Indomaret Card that also
road side provide discount prices for
the consumer.
Indomaret Daily needs, Indomaret has
Point Mobile-phone many franchises in
balance & e-money big cities and
recharge, districts in most all
Providing ATM provinces in
Public service Indonesia.
payment (BPJS,
PLN, PDAM) Located in big
cities, road-side,
Self-services on and several rest-
ready-to-go meals area of highway
(hot water, coffee
machine)
Other Stimuli
Economic Technological Political Cultural

Indomaret targeted Develop indomaret Indomaret doesn't have Indonesia’s culture to

consumer in middle to card, coordinate with any consideration in come and see the
high economic several bank to gain any political situation product (experiencing
condition, age from consumer, have the product physically)
teen to old age Indomaret voucher is more dominant than
the online shopping
culture

Consumer Psychology
Motivation Perception Learning Memory

Consumer dont have to Indomaret have special With the biggest market Indomaret has a jingle
bargain for the price events more frequently share in Indonesia, that are easy-listening
with the seller with the big discount consumer learn that this and memorable with its
and promo buy one get franchise sells the most slogan: Indomaret
one free complete products Mudah dan Hemat

Consumer Characteristic
Social Cultural Personal

The consumer thinks that
shopping with a voucher is more
prestige than with cash.
Consumer lazy enough to go to
the supermarket/ hypermarket
because of the location is far
from their house
Indonesia’s culture to come and
see the product (experiencing
the product physically) is more
dominant than the online
shopping culture
Consumer don’t want to spent
their time too much on shopping
(parking area is in front of the
store, the market is mini so they
can find their product easily)
Consumer don’t want to bargain
for the price with the seller

B2B
Indomaret’s supplier is PT Indomarco Pratama and the private sector that compiled the indomaret
supplier terms and conditions
.
Location Centralized in Jakarta and distribution cen
Bogor, Tangerang, Bekasi, Parung, Band
Semarang, Yogyakarta, Surabaya, Jembe
Medan, Samarinda, Pontianak, Pekanbar

Industry Food and beverage, daily needs

SEGMENT ATTRACTIVENESS
B2B
Minimarket is an attractive segment because its growth on the ritel market is always increasing.
Indomaret has the biggest omset over all the minimarket franchise in Indonesia, it has over 43% market
share, bigger than its rival Alfamart that only has 40% market share. This attracts the supplier to market
their product on Indomaret.

B2C
With the growth and the number of market share, Indomaret is attractive both to consumers and to
suppliers. With the value of Indomaret, Indomaret have the attractiveness to its consumer.

SEGMENT PROFITABILITY
Both B2B and B2C
Indomaret can gain profit more than the other minimarket because it gets its product form the biggest
distribution agent Indomarco. So on the same product, Indomaret can sell with the lower price but also the
bigger profit.

SEGMENT POSITIONING
Proposition Value: Indomaret Mudah dan Hemat that means easily found in every place and sells goods
at a competitive price.

Valuable Rare Costly to Imitate Nonsubstitutable

B2C The competitive Minimarket that It is costly to -

price with nice provide the imitate indomaret
quality and variety service and business because
of goods product like of the franchise
indomaret is rare,
only Indomaret
and Alfamart

B2B High reputation of

brand

SEGMENT ACID TEST

The marketing strategy of Indomaret of creating promotion events more often creating profit for them.
Using the culture of Indonesia people, they successfully increase their omset and maintain their market
value. By creating the chance of private sector to franchising Indomaret, it can reduce their cost of capital
but at the same time they have to maintain the quality of the store and service on the franchised store so
it will not give the negative impact of the whole Indomaret brand.

MARKETING MIX STRATEGY

Product Price Promotion Place

Daily needs, Competitive price Various promotion Can be located in the

Mobile-phone balance events like Super middle of the residence/
& e-money recharge, Hemat, Harga Heboh, housing, on the “ruko”,
Providing ATM Hanya Tiga Hari (H2H), on the road side,
 Public service payment Product of the week, highway rest-area
(BPJS, PLN, PDAM) promosi bulan ini.

Self-services on ready- Indomaret also

to-go meals (hot water, cooperates with certain
coffee machine) banks to give the
consumer discount
price.

Also indomaret creates

Indomaret Card that
also provide discount
prices for the
consumer.

HOW DIFFERENT BUSINESS TO BUSINESS MARKET THAN BUSINESS TO CONSUMER MARKET?

The principle process of marketing is still the same, B2B and B2C both have to identify the target,
segment, and position.But there are the differences of B2B and B2C market on some of the points as
follows.

B2B B2C

Number of buyer Fewer buyer on the bulk product Larger buyer

Buyer-Consumer Long-term relation, should be No need for close-relation with each

Relationship maintained buyers

Types of buyer industry Costumer as individual

Promotion Detailed, technical catalogue, Simple product brochure with the price
discussion with the buyers and discount price, promo events
technically