1. -Not Always Coca-Cola-
Data & Insights from ABOUT THIS DOCUMENT
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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?”
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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
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4. The coke brand won at the
awareness stage! the jingle
get downloaded, the pop artist
grew popular, but the message
Doesn’t reach farther than that.
it also doesn’t
grew bigger
Awareness Interest Desire Action

5. Q:What Kind of Beverage that Your Friends Buy
the 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
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6. Why Not Coke?
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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 taste”
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Edo, 22 M. Coca-Cola Lover

8. www.enterthelab.com
Q: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”
“I’ve drinking teh botol sosro since I
was in Elementary School”
www.enterthelab.com Patrya, 23 M. Teh Botol Fans

11. The advertizing domination of soda brands
Doesn’t correlate lineary with the change of
many 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
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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 Other
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14. Data & Insights Presentation By Youth Laboratory Indonesia
Contributor:
Muhammad Faisal
Anggun Intan
Tara Talita
Ndre Art
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