Issue # 33
August 2016

Voice of Thai consumers from INTAGE (Thailand) Co., Ltd.

is INTAGE Thailand’s regular publishing to our valued clients to inspire them with insightful
information about the current issues or topics of interest in the market place.

PROSUMER 4.0 VERSION
The world turns upside down when brands become consumers’ target
Most Thais should be familiar by now with the term “Thailand 4.0” a model to drive the nation towards the value-based economy

Economic
Drivers

Agriculture

Light Industry:
Focus on natural
resource processing

Heavy Industry:Innovations + Public-Private
Use technology in
Collaboration+ Intelligence
manufacturing with: The complete integration
more investments fromoverseas.

While the structure of economic development and social factors are in thetransforming process, our lives are also moving faster in the 4G era. The
communication devices equipped with the high speed wireless internet connection
make us getting the information faster, retrieving or submitting big file orentertaining video clip easier, shopping via M-Commerce more convenient.
Consumers are not merely passive consumer but have been transforming to the“Prosumers” – the future consumers.

INTAGE Thailand revealed the key result of its regional study which wasjointly conducted by INTAGE Inc. and overseas INTAGE Group companies
among 900 consumers in Bangkok, Ho Chi Min City and Jakarta reflecting theimage of future consumers and their expectations on brands.

Page 1

Copyright 2016. INTAGE (Thailand) Co., Ltd.

The 4 notable characteristics of Prosumer 4.0 Version
Today consumers less believe in brands. They are smart and well-informed.
They are proactive, professional and progressive. The 4 notable characteristics ofProsumer 4.0 Version include the followings:

 Proactive – They want be the first to know the important things: They
have to stay alert and connected for the most up-to-date information so thatthey can lead the conversation, both online and offline. Among the 3 studied
countries, Bangkokians show highest interest to be at the forefront in terms of
new news update.
BKK 300

JKT 300

HCM 300

 Producer – Consumers do not want to sit back and wait for new
products or services, they want to be part of them. They want to makesure that they don’t miss any things in the world. Again, Bangkokians appear
to be most ambitious in this regard comparing to its neighbors.
BKK 300

JKT 300

HCM 300

Page 2Copyright 2016. INTAGE (Thailand) Co., Ltd.

 Professional – They have to feel like a professional. They won't buy a
product or service just simply because it is the brand other people
have been using. The Prosumers feel they're smart and well-informed.
They won't wait for someone to tell them about anything. They believe morein themselves and people in their social networks than the brands,
especially among the younger generation of Thailand.

BKK 30056%
20’s

JKT 300

HCM 300

68%

66%
40’s

30’s

Being the ‘first’ one in the market doesn't mean as much to the younger
generation as it does to the older generations.
Progressive – They often question things and have to find the answers
by themselves.
They don't easily believe in anything. They work hard on finding an answer.
They search in social network and they won't quit until they get it clear,especially the consumers in their 20s.
BKK 300

30’s

HCM 300

43%

41%

62%
20’s

JKT 300

40’s

Page 3Copyright 2016. INTAGE (Thailand) Co., Ltd.

When a brand is a target in Prosumer 4.0 era
When consumers are being ahead, they have high expectations on brands.
Below are some tips that marketers must know to better serve the Prosumers.
The brands must be D A R E to do something ‘with’ consumers, going beyond theidea of selling or telling something ‘to’ them.
D – Debranding:

They want a brand with shared value withthem. Brands must focus more on whatconsumers want to build from using theirbrands, than just building the brands. Identityof a brand today is not as important as what
it means to consumers - how brands canmakeconsumers

feel

goodaboutthemselves.

A– Authenticity:

They want a brand with honesty. Brands
don’t have to be perfect, but they have to beauthentic. Brands must do what they promise
to consumers and can apologize for any
mistakes they make. Just like a human being,
brands can make mistake.

R – Relationship:

They want a brand that lives with them, notjust selling them a product. Brand Vision,
Mission Statement or Brand Manual don’tmean anything to consumers if they can’texperience it. Brands should make it easy for
consumers to access and experience their
touchpoints.

Page 4Copyright 2016. INTAGE (Thailand) Co., Ltd.

E – Empower Self-actualization: They want a brand that can ‘unleash’ theirpotentials. It's not about making otherpeople accept them, it is more about
making them feel the best of themselves in
the way they 'are'.

In summary, brands have to be more humanized. Brands must make theProsumers 4.0 Version believe and feel confident that they're a part of the brands
and brands are parts of their lives too. A winning brand is a brand with the sharedpurpose with consumers driving them to reach the top level of their needs – theSelf Actualization like what Abraham Maslow stated:“What a man can be, he must be.
This need we call self-actualization”

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Copyright 2016. INTAGE (Thailand) Co., Ltd.