Is it true that our consumerist middle class and ignored me for the problems of the country? Their true class hedonist who usually just shopping at the mall or hanging out at Starbucks, without ever care about social issues such as corruption or decadence of the people's representatives? Is it true that they are "class audience" is just silent and barren as an element of social change? Initially I think so. But two events last month to change my views on the social care side of our middle class.

The first event was a city election and the election of Jokowi-Ahok as the new governor of Jakarta. The second event is the occupation of the office scene by the Police Commission last week. Two of these events reinforced my belief that, as experience in other countries, the middle class we do have very powerful potential as the driving force of democratization and the establishment of a more civilized political practice.

Election Middle Class
In this blog a few weeks ago I wrote that the 2012 election is a reflection of the city middle class aspirations. Yes, because the per capita income in the city voters USD10.000 year dominated by middle-class society. They are intelligent and rational, they tend to be non-partisan, and they know very well the quality of the chosen leader.

As "middle class elections" (let's call it "Election 3000"), I see the city Election 2012 is a very special elections. Why? Because this is the election where the citizens of Jakarta, particularly the middle class, and immediately moved to care about the fate of the region the next five years. This is the election where the middle class suddenly Jakarta feel the responsibility to determine who should lead the capital of the next five years. They came to TPS (2nd round participation rate sizeable 67%) because of the encouragement that sense of responsibility. This is the most substantial elections in the history of elections in Indonesia.

Election 2012 Jakarta is also special because for the first time we see how potent the power of the middle class vote as "informal political machine" against the party's formal political machine. We know that Jokowi-Ahok only supported 2 PDIP and Gerindra party, while Foke-Nara backed coalition parties large class Democrats, Golkar, PPP, PKB, PAN, PKS, until Hanura. In a matter on paper should Jokowi-Ahok lost, but the opposite happened.

That means, victory Jokowi-Ahok not driven by party machines, but purely because of the political aspirations of middle class Jakarta. Indeed most of them are not involved in the party, but that does not mean they are apolitical and indifferent to the socio-political problems of society. City election yesterday clearly shows that concern. I saw this phenomenon to be optimistic middle class we can really be a powerful democratizing force.

# SaveKPK
The second event is pendudukkan KPK building by police Friday night last week (5/10). During this time we are all troubled by the systematic efforts to weaken the KPK. Case-by-case repeatedly hit KPK ranging from Antasari case, case Cicak vs Crocodiles, until the last revision by Parliament and the Law Commission Novel Baswedan case. What is interesting is the case of the latter. Novel Baswedan, one of the best KPK investigator, accused of committing a crime while on duty in 2004 Bengkulu Police. Then dozens of police officers then came to the KPK building to pick Novel. This step is considered as part of a systematic attempt to once again undermine the KPK.

What does the middle class to respond to this case? This is interesting. Directly responded to the police action to support action in cyberspace. SaveKPK and # hashtag # presidenkemana was born to inflate the issue and build support to the wider community. Chirp second in size to the Commission also provides support rumble on Twitter timeline. And in a short time came to the KPK building mass menyemut Friday night. Salingsaling site noted, throughout Friday, appeared about 40 thousand chirp with the hashtag # saveKPK.

KPK support action does not only happen on Twitter. Also appear on the site change.org signing initiative petitions made anti-corruption activist Anita Wahid titled "Give Into KPK Police Corruption Case! Stop weakening Commission ". While in Facebook support is also appearing in the form of the page titled "Save KPK Save Indonesia". Essentially they support the Commission and questioned the attitude of SBY should step in to resolve the dispute KPK and police.

Care
Who is the real driving force of the overall support to the Commission in the above? They are none other than the middle class we are concerned about the problems of his people. They are a strategic group with a middle-class intellectual abilities Indonesia wants to be better. They are members of the middle class who can not only buy sale items in the mall or kongkow out in a cafe, but is actively contributing to the advancement of the nation.

For me and the # hashtag # saveKPK presidenkemana is special because this is a phenomenon unique way of middle class political aspirations and build a social movement for the improvement of his country. When formal channels such party or barren Parliament did not move, then Twitter can be a powerful tool to trigger massive social movements and powerful. Through Twitter, the middle class is not only good at spreading viral video Gangnam Style, but also roll-political issues for the social good of the nation.

I predict middle-class concern over issues of socio-political as it did in the case of city elections and case # saveKPK will continue for cases other crucial state. And I see social media such as Twitter and Facebook will be a powerful tool for political education process our middle class.

Indeed, we can not samaratakan that the middle class as a class hedonist and consumerist. No matter how small, there is still a middle class that is not selfish and insensitive to the country's problems. In the concept of "figure 8 Indonesian Middle Class", I refer to them as the middle class "Aspirational". Although the numbers are small, but because of intellect, insight, and ability to adopt information technology makes them very powerful as an agent of change toward a more democratic Indonesia.

So ... Who says we apolitical middle class.

Smart Flanker are local brands which by-default does not have a strong local advantage as knowledge and understanding of the local market, which refers to the process of local wisdom, or the use of local ingredients unique. In addition, in terms of finance, human resources, management, and technology brands in this group still can not match the ability global players who are in a position of global best practice.

That is, in terms of company size and the amount of capital, the ability of operations management, marketing, human resources, etc., also in terms of the sophistication of technological mastery of local players in this group are relatively disadvantaged. Scale enterprises SMEs, local players in the region, the region's banks, or the company is still family managed traditionally, have to play the role of the smart flanker.

Due to the limitation of strategic resources, the flanker smart players can not compete with the direct opposite way (head to head) against global players. Inevitably they have to play dodge strategy (flanking) and create a rule of the game itself is difficult to enter and rivaled by global players.

Creative
Because of this disadvantage, the innovation and creativity in developing unique strategies and business models, as well as creating a competitive position (competitive position) is different to win a key factor. When their resources are limited, then the biggest asset the companies in this group is creativity: creativity is the currency of success Flankers smart.

Not surprisingly, the players are smart flanker companies are able to steal market share through creative approaches. Call it smart restaurant DCost the value of his approach; Ranch Market with a blue ocean strategy approach, or MAK with a guerrilla marketing approach.

If local challenger facing a global player in an offensive way (attacking) by utilizing the unique experiences they have (read the Giant Beat, 2013), then the opposite flanker smart players avoid direct clash with global players.

Why is that? Because direct clash will certainly result in an unequal fight (David vs. Goliath games), which is so easy to guess who the winners and losers. Art plays a role as a flanking player is what makes the competition among these players pull observed.

Flanking
Flanking strategy is a marketing strategy which was adopted the concept of military strategy. Bottom line, if you have limited resources and lopsided than the competition, then you have to minimize defeat by avoiding direct confrontation. The basic principle is: rather than take a competitor head-on, you look for an area that is uncontested.

In the marketing world, flanking strategy is generally done using the following three principles:

Avoid Confrontations, ie avoid direct confrontation and clash with pesiang. Flanking movement generally conducted in areas devoid of direct war with the target competitor. Powerful tool for doing this strategy is to perform segmentation approach that is different from the dominant competitor. The art of defining segmentation approach is key to success flanker player.

DCost try to avoid competition with blood (red ocean market) by taking a unique position as a value innovator. With the concept of Five Star Quality, Price Street, DCost offer quality seafood menu (feel good, comfortable place, fast service, etc..) With consumers at an affordable price. DCost also avoid direct confrontation in conducting marketing communications campaign that brought the format out of the box and go against the grain.

Move Quickly and Quietly, that is moving quickly and quietly so that no competitor terendus by elephants. Due to fast and not teredus, then this movement is generally mengasilkan surprise attack by a landslide that could knock down a giant player though. The element of surprise is worth more than a thousand tanks, is believed to be an expression of its value by the great warlord.

In the times of the first operation early 2000s, Lion Air is a tremendous player flanker. He did not move quickly and terendus opponent while starting low fare strategy (low rates), which was launched when he opened the route Jakarta-Medan in 2001. The low price strategy coupled with efficiency in flight (inflight) a no frills service (without food). Shape, replaced rice bread save about Rp 12 thousand / passengers no longer have to use aluminum foil.

Dont Be Threatening, which gave rise to the motion as gently as possible so as not to trigger action big threat to competitors. With the abundant resources of the current dominant competitor made in order to always be in the comfort zone (comfort zone) and that they had never thought to counterattack.

When he knew that the battle would be disproportionate power in 2000, Mega Mainstay Kalasan (MAK), hospital equipment manufacturer based in Yogyakarta Kalasan, deliberately away from Jakarta, as the market is most ripe for diperbutkan. With MAK pretty shy away from the dominant players, Paramaount from Japan, go to the district hospital across the country in order not to be a direct threat.

Being a diminutive player is not a curse. Very limited conditions that would make you think smart and creative style Smart Flanker.

PT Lautan Emas Mulia (LEM) which is currently in a period of Suspension of Payment (PKPU), expressed readiness to pay his debts. This is evidenced by the peace proposal.

In a peace proposal put forward, LEM unable to pay debts to creditors starting in January 2014. The gold companies can confidently rely on coal contractor who became his business partner. Since November 2012 the price of gold continues to decline, so did the price of coal. This leads to bad corporate loans. March 2013 LEM had announced the postponement of its obligations to customers.

LEM states that a coal contractor optimistic business partner in January 2014 has been able to operate the result of coal mined. The results can be paid receivables to LEM. In addition, LEM also has assets in the form of two automobiles and gold weighing 6.4 kilograms is still in the hands of the leadership of the branch.

In a debt repayment plan, LEM will only pay the difference in principal debt alone. Payment will be done gradually each month, starting on January 20, 2014 up to 48 months or for four years.

For sale Precious Metals with a pattern of physical contracts are still active contract period will be paid the difference in the amount of 25 percent of the contract value stated in the invoice. While customers who conduct transactions with multiple systems and system Detained Settlement (DS) which is still active will be paid in accordance with the contract value stated in the invoice.

Previously, LEM filed PKPU for itself because bankruptcy sued by its customers. Gold bullion investment company offers a number of products such as the purchase of gold without the facility deposits, gold deposits, retail deposits pawn gold, pawn gold deposits venture capital, conventional purchase, payment rabate buyer, purchase and repurchase extension.

LEM main revenue comes from sales of gold investment products and investment in coal mining to a third party. But because the price of gold fell and coal prices also fell, LEM experiencing financial difficulties and balance of payments. Company was founded in 2010 and then have clients whose debts are due and payable.

Based on the meeting last verification, LEM debt reached USD 618.4 billion. This bill comes from creditors 2,858 spread across several major cities in Indonesia such as Bandung, Bogor, Cirebon, Jakarta, Medan, Palembang, Serpong, and Semarang.

Vicious Circle Local Brand - I don 'know. Perhaps because this nation gradually colonized, we then consider the nation itself as a nation of petty, landless class, class Momor distended. Whatever contrived this nation brand, products, services, technology, whatever we think of as always petty, landless class, class number bloated. Otherwise constrained by any stranger we always think of as big-time, major class, the class bully.

Stereotype

I was sad to hear the story of Martha Tilaar mother last month in the event that my degree Indonesia Brand Forum (IBF). About 15 years ago bu Martha wants its products are present in prestigious malls in Jakarta. So he contacted the manager of one of the malls in Jakarta in order to open the outlet. Mrs. Martha shocked because rebuffed by the mall manager. Yes, because the mall is prioritized for foreign brands.

Long story short, after going through a tough negotiation process, use the show angry all, bu demand Martha finally granted. But it was on one condition: she must be on the floor 4 or 5, because downstairs only to foreign brands, so roughly explanation mall manager.

Owner and manager of the mall is 100% of Indonesia, the Indonesian them genuine. But because they believe that the nation itself is fabricated petty, landless class, class number distended; hence the unseemly local brands mingling with foreign brands classy snapper, main class, class bully. Their deception 1001: homemade nation brand itself is not prestigious, not cool, not cool, and not bring Cuan abundant.

With the growing expansion massifnya global brands into the entire industry and the entire side of our society, the local stereotyped class petty foreigners vs. primary class now increasingly embedded so deeply in the consciousness of every country boy system. Not surprisingly, the national movements as I love I love the products of Indonesia or Indonesian brand has become increasingly irrelevant and only a figment.

Brain Drain

Apparently the local stereotyped class petty foreigners vs. main class not only affects our consciousness in deciding and choosing the products we buy and consume. Similar stereotypes we experience when we are choosing the company where we work.

Along massifnya presence of global corporations (MNC: Multinational corporation) in the country, now increasingly hardened stereotype that working in a local company that petty, landless class, class number distended; while working in a foreign company was classy snapper, primary classy, ​​classy bully.

And the fact is that, working in MNC not only higher salaries, more adequate facilities, the system is more established, more promising career, but also socially more prestigious, more prestige, and more can be exhibited to show off. Among fresh graduates emerging awareness that we are working in MNC is the first choice and second, while local companies to be choosen at last after so many MNC entry is rejected. In other words, in terms of human capital (HR), a local company just got the dregs, while the sari-sari Taken global MNC.

This is what I call that a brain drain has now been going on structural and systemic in our economic system in which the best people we flowed instead into local companies, but to a global MNC-MNC. Confectionery MNC-MNC offered in the form of salaries, facilities, career, expertise needed, to prestige, able to very effectively suck the potential and talents of the child's best country.

Two crush

I'm not worried that we are the best people to work in MNC-global MNC. I'm just thankful they were able to work in MNC as it means they can develop a career and world-class competencies. What I worry about is the fate of our local brands and companies in his own country.

When I observed these developments, local brands and companies are now squeezed from two directions by the stereotypes of foreign vs local landless class main class. First from the consumer side, the trend toward an increasingly consumer-minded foreign cause global brand will get a major preference of consumers, while local brands get the most bloated preferences. Could also be interpreted, local brands just got the dregs of the consumer wallet (customer wallet). For a premium and expensive to ration foreign brands, while the low-rousing (already cheaper still negotiable) a quota of local brands.

Secondly, in terms of human resources, the best people we instead flow to local companies, but to a global MNC. Again global MNCs get rations main class people, while local companies only get the dregs a landless class people. I therefore predict, global MNC entry into the country is so massive, the process will also be followed by systemic brain drain, which in turn will weaken the competitive position of the brand and local players.

Vicious circle

If the two work simultaneously crush and systemic, then we will witness an appalling conditions. Brands and local players will undergo structural weakening due to a vicious circle (vicious circle) which membelitnya.

This vicious cycle mechanism takes place as follows. First of all the local players is not able to attract the best human resources and talents of foreign children. These conditions have a negative impact, because the quality of human resources landless, they are only able to deliver products and services landless class. With products and services landless classes then they will not competitive in the market. Not only that, this condition is also reinforced stereotypes of local brands as brand landless. This condition led to the financial performance of local brands slumped so not able to attract the best human resources and talent because they can not offer a salary, facilities, career, and prestige.

Thus, this process is ongoing into a vortex that makes local brands increasingly worse and continue to decline. This is what I call the vicious circle. Interestingly, the reverse process of vortex (I call angels or virtuous circle circle) occurred on the brand and the global MNC players. Impact, the brand and the global players have strengthened continuously.

In the context of the scenario as above, I am now more aware of the significance of every member country to have a child Indonesian brand of nationalism. In the presence of massive global MNC foreign, foreign subsidiaries must close ranks and build awareness about the importance of developing local brands. First, we have to love and buy local brands. Secondly we have to be proud to work in local companies.

Frankly, I am concerned! I can only pray, hope vicious circle scenario as I mentioned above is merely my dream in broad daylight.

Some time ago I launched a new book Beat the Giant in the annual event of Indonesia Brand Forum (IBF) in 2013 at the JCC Jakarta. In general, this book offers ideas on Indonesian local brand strategy in the face of global giants in the market motherland. In the book I offer four strategic positions that can be taken by local players in the face of a global player by referring to the resources (resources) that they have.

Results of my research over the last year to 30's local brand that successfully hosted in their own country found the recipe for success is very interesting. Namely that the most valuable capital is owned by a local player to win the competition against global brands are the advantages of local (local advantages) that can be used as a point of distinguishing (point of differentiation) them.

The question is, what are the benefits of local (local advantages) they can build? Once again, based on research on the cases companies are written in the book, I divide the local advantages into several groups as follows.

Understanding the Local Market knowledge of the situation, the conditions and characteristics (industry structure, regulatory, competitive landscape, etc..) In the local market. Wardah is local players in the category of cosmetics are gaining considerable market share blessing following the market menggeliatnya Muslim women. In recent years emerging trends in Indonesia where wearing the hijab into a new lifestyle that is in demand among Muslim women. The veiled women look more beautiful, fashionable, and modern.

This trend will then generate the need for customized cosmetic veiled woman. By chance did Wardah position themselves in this market. Once the market is still a niche market, but following the trend, it is now a mainstream market segment is quite large in size. And Wardah able to take advantage (riding the wave) of the developments.

Local Customer Knowledge is an understanding of the sociocultural conditions, values ​​and behavior of local consumers. Sido comes to dominate the market for cold medicine because these companies understand the conditions sosiokulutral Indonesian society in finding solutions to cure diseases like colds's subscription.

Sido Appears know very well that Indonesian consumers unwilling to use solutions with drugs such as paracetamol west for their colds complaints. While traditional solutions such as scrapings assessed painful, inconvenient, and less practical. Sido then comes out with a liquid herbal drug solution in sachet packs. Such insight is difficult to obtain if the player does not have an understanding of the cultural background and values ​​of the local

Local Culture-Local Wisdom which means the use of resource management (production, operations, marketing, sales, etc.) based on culture (local culture) and local knowledge (local wisdom).

Dwi Sapta IMC, an integrated communications agency, able to build loyalty to his clients for a dozen years and even decades of use of emotional approach to client relationships (relationship accounts) that originates in the Indonesian culture is full of familiarity, understanding and empathetic, relying on flexibility, familiarity , confidence, and helpful. Typical approach accounts Indonesian relationship has proved very difficult to imitate by competitors that rely on global account relationship is formal-rational.

Local Relationship: the ability to build a unique relationship closeness (unique relationship) with consumers or local pertner be a potent source of competitiveness in facing global brands. Pawnshops able to dominate the mortgage market in Indonesia for decades owned company already has a cultural connection with its customers, particularly consumers grassroots (bottom of the pyramid).

This unique relationship is formed because Pawnshop could be a solution for consumers in the face of financial problems they face. Pawnshops culturally capable of being a hero for consumers grassroots in solving their financial problems.

In addition to the emotional connection with consumers, the benefits that come from the local relationship can also be in the form of close relationship with the company throughout its channel partners such as distributors, agents, retailers. This close relationship is usually formed due to a business relationship that has lasted long enough to tens of years. This close relationship became a kind of social capital that is difficult to imitate by competitors globally.

Emerging players such as Sido, Kalbe, Djarum, and many other local players have a close relationship with its distribution partners throughout not only a business relationship, but also the closeness of family ties. This relationship is usually established business networks and friendships are unique and would not be owned by global players who have sex with distributor partners formally.

Local Ingredient that use ingredients sourced from local natural resources. Keep in mind that Indonesia keep a very large biodiversity, which can be a raw material products are highly competitive. Since initiated by Martha Tilaar more than 40 years ago, Martha Tilaar Group (MTG) leaned competitive advantage by harnessing the ideas sourced products from local knowledge and natural wealth of Indonesia.

To compete with global brands that dominate the market for skin whitening (whitening) for example, MTG using cosmetic ingredients derived from olive fruit in Kalimantan. Excavate material from the wealth of Indonesian biodiversity is a key factor of competitive advantage MTG.

Messages for local brands: Lets build your local advantages, and beat the giant!!!

Friday night (5/7) and then at the headquarters Langsat Chat (# Obsat), Jl. Complexioned, New KEBAYORAN, I gathered with my friends chatting ngalor Twitter-ngidul share and exchange ideas accompanied sego cat (special Angkringan favorite menu orchard Mbayat, Klaten) and hot ginger tea kebul-kebul. If too high-end called discussion forums, probably more accurately called cakrukan refers to traditional talk-talk that first time my students often do Angkringan corner tavern UGM campus, Cik.

Unified gathered there from entrepreneur, author, journalist, activist and community leader (movement leader), consultant, expert IP (intellectual property), to celebrities stand-up comedy. Urges our excessively ngobrolin local brand. We chat about local brand increasingly squeezed by the global brand expansion. We call sharing on some cool local brand (such as: Coffee Culture in Bali or Sour Sally that many regarded as a foreign brand) to be proud of. Not to forget, we dissect the word of mouth campaign batik distro boom phenomenon in the 2000s.

But above all the chatter, I thus untouched by fundamental questions that actually impressed a set-back to back. Namely any questions: why this state need brand and branding. Why the state should be to consciously branding.

Value Added
I then remembered a term that has now become the greatest challenge of our economy, namely: a middle-income trap. This is an illness middle-income countries (middle income Countries) are caught in the middle can not be sped further developed. The challenge for us now is how Indonesia can be moved forward to become wealthy countries (high-income Countries) in quick time, instead of stuck in the middle. According to the World Bank country in this group have per capita income above $ 12,600 pertahun).

The big question is, how can we achieve it? From the production side, this is very dependent on the ability of this nation to produce goods, high value-added goods. Well, in the context of developing value-added products high and this brand to be very strategic branding. Dare I say even our survival in the midst of its global markets (yup, the ASEAN economic community 2015) determined by this brand and branding.

Why brand can create high added value? To take an example to explain my coffee easy. Not valued-added coffee may dijajakan coffee cafes quarter alley with a cup Rp.3000 price. But instead of coffee sold in Starbucks writing labeled malls downtown costing Rp.30.000 cup.

Regular coffee vs. Starbucks
What distinguishes a cup of coffee at the end of the alley with Starbucks coffee at the mall? Difference is in brand and branding. Why Starbucks can be so costly behavior, up to ten times more than regular coffee? Because Starbucks has what is called brand equity (brand equity). The brand equity but instead formed itself waged an all-out through the activities referred to brand building.

Through brand building, Starbuckss add seabrek benefits (value & benefit) to regular coffee, so coffee is worth plus premium prices. The benefits in kind can be functional (functional benefit) in the form of delicious coffee flavor; emotional benefits (Emotional benefit) ambient form and atmosphere of cool booths, or imaging benefits themselves (self-expression benefit) form of narcissistic feeling when the coffee consumer in the booth Starbucks and others to see.

Three types of benefits provided that the price of Starbucks can make ten times more than regular coffee day. All of that is a result of the activities referred to brand building. Remember, brand building is not just a brand name implicates writing, images logos, or advertising, but the overall benefits provided to consumer products.

Aware
If branding can be a powerful tool to increase our value-added products (and release us from the middle-income trap) as shown in the case of Starbucks, then later made at the next major agenda points. If so, why not all the wealth of commodity, product or creative culinary diversity that we have in-branding mourners Starbucks?

Imagine, if we have a wealth of coffee in-branding, tea-branding, temulawak on-branding, on-branding pineapple, durian fruit-branding, bengkoang on-branding, the spinach-branding, Jepara carving on-branding , batik-branding, the Moslem-branding, songket-branding, yogurt-branding (like Sour Sally), shady-branding, on-branding pecel rice, soto on-branding. Thus, Indonesia will have Khasanah and incredible wealth brand, and so we are not worried by the formation of the ASEAN community 2015 ekokomi free market.

If it reaches emerging consciousness and ability of our community to potential mem-branding various products that we have, it certainly will influence the creation of prosperity unusual for the state. I see there are three unique local potential we have and pass into the object branding. First is the diversity of agricultural commodities from coffee, tea, rice, corn, apples, pineapple, durian, also of course the sea wealth archipelago. The second creative products such as batik Indonesia based kelokalan, Moslem, Jepara carving, rattan handicraft, Bali sculpture, etc.. Third culinary riches from all over the archipelago shady, gudeg, empek-empek, Rawon, to Betawi egg crust.

Common to

If our society is aware and all potential commodity branding, creative products, and culinary wealth in various parts of the province in the archipelago on-branding, then it will be the basis of Indonesia's economic strength is incredible. As I describe in the future, here's brand and branding will exactly be the pillars of our competitive position in the regional market / global.

Become more beautiful because commodity, creative products, and culinary delights are common to products that can be undertaken by ordinary people and the amount of labor involved is very large. That is, the product of the undertaking can be done by the common to the industry, not in the ivory tower (such as a plane or a car industry that hightech) until kemanfaatannya can be felt by the people at large.

Remember, creating high value-added products and global competitiveness must not be producing sophisticated plane or car. If on-branding coffee like Starbucks did not lose the value added compared to Boeing. If fried chicken or burgers at McDonalds-branding befits not lost from Toyota.